# 10M Shares Sales Page — v3 Rewrite Plan **Prepared 8/31/2026 · Approved direction for the v3 draft · Execute in a fresh Opus session** --- ## SAY THIS TO START A NEW SESSION ``` Read ventures/publishing/justin-10m-shares/SALES-PAGE-REWRITE-PLAN.md and follow it exactly. Then read justin-10m-copywriter-brief.md in the same folder (voice rules and claims rules are non-negotiable) and skim sales-page-v1-draft.md as a raw material bank only. Your job: write sales-page-v3.md, the full $27 sales page, following the plan's 12-section blueprint, word budgets, and voice spec. Use headline C1 as the working hero. Load skills: ae, cj-headlines. Run the critic gauntlet in plan §8 before showing me anything. Do NOT re-litigate the angle, the structure, or the story decision. Those are decided. Do NOT invent numbers, testimonials, or celebrity names beyond the verified list. Zero em dashes anywhere. ``` --- ## 0. Bottom line The angle was never actually broken. It was sitting in the brief the whole time (§6, the Disruption Mandate) and **neither draft led with it.** V1 buried the "everything you've been taught is a myth, 9.9 million receipts" line at 60% page depth and opened with a Sugarman-era "two types of people" trope instead. V2 opened with a product inventory. v3 leads with the heresy, proves it immediately with the celebrity receipts wall, and writes every section as if it were one of Justin's video scripts, using the product's own 7 triggers as the page's writing devices. **The five calls this plan locks:** 1. **Angle:** Heresy + receipts. "Everything you've been taught about content is a myth. I've got 9.9 million receipts." The enemy is the old scoreboard (views, likes, followers); the forgiveness is built in (you didn't fail, you were handed the wrong scoreboard). 2. **Structure:** Keep the School of Scaling *physics* (named modules, dollar-tagged bonuses, repeated guarantee ribbon, bottom recap close, CTA cadence). Reject its *register* (flat catalog copy) and its *mechanism frame* (hooks/retention = the views category we're attacking). 3. **Story:** Yes, keep it, but as **The Run**, a ~110-word receipts arc (3,000 posts → 9,000 views → two tweaks → 90 days → 2.2M → the celebrity cascade). Cut solar, cut Europe, cut everything resume-shaped. The story is the believability moat this offer has that School of Scaling doesn't. 4. **Celebrity proof:** Section 2 of the page, directly under the hero. Framed as *demonstration of the mechanism*, not association: these people don't follow Justin, a share put his video in front of them anyway. That's the product working at the highest level, and it's checkable. 5. **Length:** ~1,800-2,100 words of visible copy. Half of V1, triple V2's emotional weight. --- ## 1. Diagnosis: why V1 and V2 both missed ### V1 (the long one): right material, wrong delivery - It's an **essay about shares**, not a Justin artifact. The offer's own thesis is that feelings travel and explanations don't; the page contradicted its product by explaining for 4,500 words. - It opens in **copywriter registers** Justin would never say on camera: "There are two types of people who will read this page," "Here's the part that's hard to say out loud," "That ends with this page," "Introducing…". Twelve-plus paragraphs open with "Here's the…". This is the "copywriter copy" the feedback flagged. - It invented a coined disease, **"Share Blindness,"** that isn't in the brief and smells like funnel-course jargon. Kill it. The plain-speech version is stronger and already exists: "You were taught to build videos to be watched. Nobody taught you to build videos that get sent." - The **relay race / baton** analogy, the **Old Way / New Way** twin sections, and the "recipe being made in front of you" metaphor are template filler. Cut. - Its bio beats (solar, Europe, "my girl") read as resume, not proof, and broke the emotional spell mid-page. - What it got RIGHT (harvest it): the myth rebuttals with real numbers, the accident/nod/vote ladder, the 216K stat placement, the keep-everything guarantee copy, the honest-urgency P.S., the FAQ set, the trigger showcases with share counts. ### V2 (the short one): skeleton without a nervous system - It cloned the School of Scaling layout but skipped what makes any page convert: no pain, no enemy, no arc. Module names (The Cook Up, The Nine Myths) mean nothing to someone who hasn't bought yet. - **The headline is an inventory:** "GET THE SAME SYSTEM BEHIND 9.9 MILLION SHARES AND 2.2 MILLION FOLLOWERS: THE COOK UP, THE 7 SHARE TRIGGERS…" School of Scaling gets away with a product-forward headline because "4+ billion views" is a shock number and their audience arrives pre-sold by the street-interview brand and the celebrity photos. Justin's equivalent shock asset is the celebrity reposts, and V2 left them below the fold as a placeholder. - **The contamination problem (biggest catch):** V2's "Why Does The Mechanism Work?" section imported School of Scaling's mechanism verbatim: "First, the hook… then retention… then the algorithm pushes it." Hooks and retention are the VIEWS game. That's the competitor's category. Our entire category claim is that everyone else sells views and only Justin sells shares. Every sentence that frames hooks/watch-time as the mechanism re-sells their category on our page. v3 rule: **hooks and retention may never be named as the mechanism.** The first three seconds exist inside the 7 Triggers (The Verdict Opening); that's the only frame allowed. ### The model-page question (Brycen's pushback), answered The School of Scaling page runs on borrowed authority (photos with Tom Cruise, Shaq) and an aggregate number ("4+ billion views") nobody can verify. The brief already names this as their weakness and our opening: *"Their claim is a number you have to trust; ours is a story you can check tonight. Cold buyers do not buy the biggest claim, they buy the most believable one."* So: - **Copy their physics** (structure, named assets, objection sequence, bottom close, CTA repetition, guarantee ribbon). - **Do not copy their register.** Their traffic arrives pre-sold; ours arrives mid-feeling, off one of Justin's reels. The page has to continue that emotional state, not break it into catalog mode. - **Do not copy their story-less-ness.** They skip story because their brand is pre-known. Justin's story IS the product demo and the proof, compressed to The Run. This is also why the answer to "do we need his story?" is yes: with zero student testimonials, the founder is the case study (brief §4 says to own this confidently), and the story is the only proof format a skeptic can verify on their own phone tonight. ### Framework verdicts (from the copy skills, run 8/31) - **AE One Belief** (the page's single job): *"Getting shared is the only thing that grows a page, and the 7 Share Triggers are the only teachable way to cause it, from the only man holding the receipts."* Every section either installs, proves, or defends this. AE's arena log shows its burned-buyer confession voice + villain-naming WON the info-product/burned-audience matchup, which is exactly this buyer (they followed the advice and failed). AE is the primary methodology for the Opus draft. - **AE Three Box Check on the angle:** Emotional (defiance + forgiveness) ✓ Simple (a child understands "wrong scoreboard") ✓ New (nobody sells shares) ✓ - **AE One Belief timing:** imply in hero, prove through §2-§5, state flat in §5 ("Followers are the result. Shares are the cause."), never argue past it. - **CJ incongruous juxtaposition** is the hero engine: biggest names on earth × guy who averaged 9,000 views in January. CJ's arena log also validated the exact no-proof play this offer needs: weaponize "no students yet" as earliness, and the keep-everything guarantee (already in the offer). - **RSF/FSSIT:** the brief's mandate line is a "Finally Someone Said It" trigger for this avatar. That's the emotional bar the feedback asked for: the reader should feel someone finally said the quiet part. --- ## 2. The locked angle **Big idea:** *The Wrong Scoreboard.* You were taught to win views, likes, and followers. The game is scored in shares. (His own metaphor layer: the play, the scoreboard, the film. Use it. #runtheplay.) **Enemy:** the recycled advice industry and its scoreboard. Convict the advice, never the people, and never the buyer (his grace rule). **Forgiveness move (the emotional heart, per brief §5):** the buyer quietly believes the failure was theirs. The page absolves them before it teaches: "It was never a talent problem. You were handed the wrong scoreboard." **Proof logic (the LeBron syllogism):** LeBron does not follow Justin. LeBron saw his video anyway, because somebody shared it to him. Shares walk your video into rooms your follower count can't enter. That is the entire mechanism demonstrated at the highest altitude on earth, and then bridged straight down to the buyer: "You don't need LeBron. You need somebody's cousin sending your video to the group chat. Same mechanism. Same seven moves." **What this is NOT:** a fame promise, a virality promise, an income promise (claims rules, brief §10). --- ## 3. Page blueprint (12 sections, ~1,800-2,100 words visible copy) Each section lists: JOB · CONTENT · BUDGET · DEVICE (which of Justin's 7 triggers the section itself uses) · sample opener lines Opus should match in register (samples are direction, not final copy). **S1 · HERO** — JOB: heresy claim + pain + promise in one screen. BUDGET: 70-90 words. DEVICE: Verdict Opening. - Eyebrow: `FOR ANYONE WHO POSTS REAL CONTENT AND GETS IGNORED` - H1 (working): `Everything You've Been Taught About Content Is A Myth. And I've Got 9.9 Million Receipts That Prove It.` - Sub: carries pain + forgiveness + numbers + tonight promise. Sample: "You posted more. You posted at the right times. You used the sounds, copied the formats, niched down. And your best work still dies at a few hundred views. It was never a talent problem. You were handed the wrong scoreboard. I found the real one: 138K to 2.2 million followers in about 90 days, zero ads, because strangers kept pressing send. For $27 I'll show you the 7 moves that make them press it. You write your first one tonight." - Hero visual: the dated 9.9M shares dashboard screenshot (brief says this IS the hero image). CTA button: `GET THE PLAYBOOK · $27` with microcopy `Watch The Cook Up tonight. Keep everything even if you refund.` **S2 · THE RECEIPTS WALL (celebrity cascade)** — JOB: prove the heresy instantly; demonstrate the mechanism. BUDGET: 100-130 words over a screenshot wall. DEVICE: The Receipt. - Transition line from hero: `And the receipts have names on them.` - Layout: actual repost/story screenshots in phone frames. LeBron largest and first (brief rule: LeBron leads wherever celebrity proof appears), then Shaq, Snoop (x2), Chris Brown, Tyrese, the Kardashian repost. Caption strip tells cascade order honestly: "Tyrese shared first. Then Chris Brown. Then it didn't stop." - Copy sample: "I need you to understand something about these screenshots. I don't know these people. They don't follow me. Somebody put my video in front of them, and they pressed share. That's what a share does. It walks your message into rooms your follower count could never enter." Then the bridge down: "You don't need LeBron to share you. You need somebody's cousin to send your video to the group chat. It's the same mechanism. I broke it into seven moves." - HARD GATE: no name appears without its screenshot in hand (brief §4). Names with follows only (J-Lo, Katy Perry) do NOT go on this wall; they live in the What Shares Bought module card if used at all. **S3 · THE GUT PUNCH (what it feels like now)** — JOB: the "I'm posting and nobody cares" section the feedback demanded. BUDGET: 110-140 words. DEVICE: Verdict Opening + Name A Person (the reader IS the person). - Sample register: "You post it. You check it at lunch. 214 views. You check it again before bed. 287. You tell yourself the next one's different. You've been telling yourself that for a year. Meanwhile somebody with half your story posts a video and you watch it cross a million, and you sit there wondering what they know that you don't. Here's what I know that you don't. It was never you. Views, likes, followers. Every number they taught you to chase is a result. Nobody ever showed you the cause." - Ends naming the enemy (the scoreboard), NOT introducing the product yet. **S4 · THE RUN (story as receipts)** — JOB: empathy bridge + credibility in one block; this is ALL the bio the page gets. BUDGET: 100-130 words. DEVICE: The Receipt, confession voice (AE burned-buyer). - Sample: "I'm not the guy who cracked this from a penthouse. I posted almost 3,000 times. At the start of this year I was averaging 9,000 views a video. Posting more didn't fix it. Posting at the right times didn't fix it. Then I stopped studying what makes people watch and started studying what makes people send. Two tweaks. About 90 days. 138,000 followers became 2.2 million. Tyrese shared me first. Then Chris Brown. Then Snoop, twice. Then Shaq. Then LeBron. Zero dollars in ads. And I screenshotted my dashboard every single day so nobody could tell me it was luck." - Banned from this section: solar, Europe, "my girl," any resume beat. The $20K/$97 week stays OUT of the page body except the What Shares Bought module card (money only as his story, per brief §5). **S5 · THE REAL SCOREBOARD (mechanism + myths strip)** — JOB: state Belief 2, kill the rival beliefs, name the mechanism. BUDGET: 220-260 words. DEVICE: The Split. - Open with the ladder (survives from V1, it was his framing anyway): "A view is an accident. The app kept playing. A like is a nod from somebody who already follows you. A share is a stranger walking into their group chat with your name in their hand." Then his quote, attributed: "Shareability is the number one metric. I actually don't care about any other metric." Then the flat statement: "Followers are the result. Shares are the cause. Everything you've been taught aims at the result." - Platform claim wording (compliance): shares are "among the strongest signals" platforms reward. His "the thing the algorithm looks at most" line is HIS quote, attributed, never our claim. - Myths strip: exactly 3 of the 9 on-page, one line each, the punchiest with numbers: post more (3,000 posts, 9,000 views), keep it short (his 60-second-plus videos pull almost 4x his short clips), niche down (four topics, no niche, one of the fastest-growing pages on Instagram). Close the loop open: "There are nine of these myths. I take all nine apart inside, with my dashboard on the screen." - The 216K stat lands here or in S9, not both. **S6 · WHAT'S INSIDE (module cards)** — JOB: the clean School of Scaling section. BUDGET: 200-240 words (4 cards, name + runtime + 2-3 selling lines each, angles straight from brief §8). - The Cook Up (20 min): "You watch me build my next video from a blank page, on camera, thinking out loud. Nobody in this market shows the making. Then you write yours tonight, the same way." - The Nine Myths (35 min) · The 7 Share Triggers (60 min, "the heart of it," name 4 of 7 triggers with their share counts, tease the other 3) · What 9.9 Million Shares Bought (20 min, doors not dollars: Shaq called, Meta invited, the Hawks reached out). **S7 · TONIGHT (how it works + what changes)** — JOB: the Night One Win promise + the feedback's "what changes" beat. BUDGET: 90-120 words. DEVICE: Marching Order cadence. - 3 steps: Watch The Cook Up (20 min) → write your first script tonight (steal one of the 10 Scripts if you freeze) → film it inside 24 hours. - Future-pace (compressed from V1's best passage): "Thirty days from now somebody you haven't talked to in years messages you about a video that found them. You open your phone and your video is sitting in the story of somebody you don't even follow. That's what changes." **S8 · THE FOUR BONUSES** — JOB: kill the four named objections. BUDGET: 180-220 words (4 cards with $ values, objection-first framing per brief §8: 10 Scripts $97 kills "I don't know what to say" · 62-Million Breakdown $67 kills "he's just talented" · The Setup $47 kills "I need equipment" · First 30 Days $47 kills the quiet quit). Total $258, free with the $27. **S9 · "NO AUDIENCE? GOOD."** — JOB: Belief 3, the that-works-for-him kill. BUDGET: 120-150 words. DEVICE: The Split (empty stadium flip). - His quote: "If you don't have an audience, the only way for your page to grow is for somebody to share you with THEIR audience." One video → 216,000 followers by itself (if not used in S5). Empty stadium: nobody watching means every rep is free; the best time to test everything is when nobody is watching. "New isn't your handicap. New is the ideal starting position." Plus the niche kill if not used in S5. **S10 · KEEP-EVERYTHING GUARANTEE** — JOB: risk to zero, DM voice per brief. BUDGET: 80-100 words. - Sample: "Watch The Cook Up. Write one script. If you're not glad you did, message us inside 30 days and every penny comes back. You send nothing back. Keep the playbook. Keep all four bonuses. I'm not asking you to trust me. I'm asking you to run the play once." - Short guarantee ribbon (one sentence) repeats after S6 and S8 (School of Scaling convention, rewritten in his voice). **S11 · BOTTOM RECAP + CLOSE** — JOB: the skimmer close. BUDGET: 170-210 words. DEVICE: Marching Order. - Keep the School of Scaling convention ("Scrolled to the bottom? I do the same thing.") but in his cadence. Full stack list, $27 flat. Honest urgency (no countdown): "The people who watch The Cook Up the night they buy are the ones who finish. The ones who save it for the weekend mostly never come back to it. Don't save it." - Final marching order, using one of his real closes: "Watch it tonight. Write yours before bed. Film it inside 24 hours. Let the results speak." - One P.S. only. **S12 · FAQ** — JOB: sweep remaining objections. BUDGET: 250-300 words. Keep V1's seven questions (no story / not comfortable on camera / no audience / niche / how is this different / refund / how fast), each answer tightened to 3-4 lines max. **CTA cadence:** button after S1, S6, S8, S10, S11. Same label every time. Never "YES! I'M IN" (that's their voice, not his). --- ## 4. Headline system **Formula:** [Verdict in Justin's cadence] + [one impossible number or name] + [sub carries pain, forgiveness, mechanism, tonight]. Kill tests: croc brain (simple? new? threat/opportunity in 2 seconds?), Three Box (emotional/simple/new), and the decisive one: **could Justin open a reel with this line, verbatim?** If not, kill it. **Family C, Heresy + Receipts (RECOMMENDED, the brief's own mandate):** - C1 (working H1): `Everything You've Been Taught About Content Is A Myth. And I've Got 9.9 Million Receipts That Prove It.` - C2: `The Content Advice Didn't Fail You. It Lied To You. I've Got 9.9 Million Receipts.` **Family B, Proof Shock (strongest if we want the celeb wall to start at the headline; also the ad-hook family):** - B1: `LeBron James Doesn't Follow Me. He Shared My Video Anyway.` - B2: `The Biggest Names On Earth Keep Sharing Videos From A Guy Who Averaged 9,000 Views In January.` - B3: `Shaq Called Me. LeBron Shared Me. In January I Was Averaging 9,000 Views A Video.` **Family A, Pain Verdict (fallback + section headers + ads):** - A1: `Your Videos Get Watched. They Never Get Sent. That's The Whole Problem.` - A2: `Stop Trying To Go Viral. Start Getting Sent.` - A3: `3,000 Posts. 9,000 Views. Nobody Cared. Then I Learned What Makes A Stranger Press Send.` **Decision logic:** C1 is the hero (executes the mandate, receipts language is natively his, and S2 pays it off with "the receipts have names on them"). B1 becomes the S2 section header. If the LeBron screenshot is NOT secured by build week, B-family headlines are off the table anywhere on the page and C1 still works untouched. A1/A2 headline the ads and emails. Opus writes 10 more variants per family and kills down to 3 finalists for Brycen. **Banned headline words:** "invisible" and "undeniable" (Meagan Nunez owns them at this price point, brief §9). No component inventories. No "Give Me 20 Minutes" borrowed frames. No price in the H1. --- ## 5. Voice spec (how Opus writes every line) **Source of truth:** brief §10 + his quoted lines. The four devices double as the page's writing style: Verdict Openings for section headers, Splits for contrasts, Grace Clauses for the enemy (convict advice, never people), Marching Orders for CTAs. **Rules:** 1. Short declarative rulings. One idea per line. If a sentence needs a comma to breathe twice, split it. 2. Second person present tense for pain ("You post it. You check it at lunch."). 3. Concrete nouns only: phone, story, group chat, thumb, send button, dashboard, camera roll. Never: journey, transformation, content game, algorithm hacks. 4. His two metaphor layers ONLY: sports/locker room (play, scoreboard, film, reps) and money/accounting (receipts, deposit, audit). No recipes, no relay races, no pinballs, no mirages. 5. Numbers stated flat, never dressed up ("138,000 followers became 2.2 million." not "a staggering 16x growth"). 6. ZERO em dashes. Period or comma instead. (Brief rule + house rule.) 7. Max two sentences on the whole page may open with "Here's". Zero sections open with "Imagine," "Introducing," "Let me guess," or "There are two types of people." 8. Every paragraph passes CJ's So What test and the read-aloud test: would this survive as a caption on his page? **Calibration pairs (V1 line → v3 register):** - "That's not a talent problem. It's what I call Share Blindness." → "You're not bad at this. You've been building videos to be watched. Watched videos die in the feed. Sent videos travel." - "Introducing The 10M Shares Playbook. This isn't another course about posting more." → "So I built the thing I wish somebody had handed me at 9,000 views. Everything I know about getting shared. Twenty-seven dollars." - "Think of it like a relay race. Getting views means you run your leg fast…" → cut entirely. The share ladder (accident / nod / stranger with your name in their hand) already does this job in his language. **Banned phrases list (page-wide):** unlock, skyrocket, game-changer, imagine a world, the best part, dive in, elevate, level up, secret sauce, "two types of people," "that ends with this page," any coined disease names (Share Blindness is dead), any ALL-CAPS inventory headlines. --- ## 6. Claims + compliance guardrails (non-negotiable, from brief §10) - Verified numbers ONLY, stated exactly: 138K→2.2M in about 90 days · 20-30K followers/day · ~3,000 lifetime posts · ~9,000 avg views at start of year · 98 posts over 1M views since January · 62.8M / 5.2M likes / 62 seconds on the forgiveness video · 168,000 followers lost on the way up · 60s+ videos pull almost 4x his short clips · 216,000 followers from one video · 9.9M shares (print the exact dashboard figure once the dated screenshot is in hand; no time window attached until then). - Celebrity names print ONLY with held screenshots. Verified repost list: Tyrese (first), Chris Brown, Snoop (x2), Shaq, LeBron, one Kardashian repost. LeBron leads visually wherever celeb proof appears. Follows (J-Lo, Katy Perry) are a different proof class; never on the repost wall. - Language is always "shared/reposted my video," NEVER anything implying they endorse this product. - Platform claims: "among the strongest signals platforms reward" as our words; "the thing the algorithm looks at most" only as his attributed quote. - Never: income promises, go-viral promises, follower-count promises. The $20K/$97 week appears once, inside the What Shares Bought module card, as his story. - No fake urgency, no countdowns, no invented student results ("no wall of student results yet, and I'm not going to fake one" survives from V1 into S10 or S11 if it fits). --- ## 7. Asset checklist (blockers for build, not for copy) | Asset | Status | Gates | |---|---|---| | Dated 9.9M shares dashboard screenshot | ⏳ confirm in hand | Hero image + the exact printed figure | | LeBron repost/story screenshot | ⏳ confirm | S2 wall lead + entire B headline family | | Shaq, Snoop x2, Chris Brown, Tyrese, Kardashian screenshots | ⏳ confirm each | Each name's tile on the wall | | Daily dashboard camera-roll pulls (follower climb) | ⏳ | S4 receipts strip | | 5-10 top captions pasted from instagram.com/newageceo | nice-to-have | Voice calibration for Opus | | Product mockups (4 modules + 4 bonuses) | design task | S6/S8 cards | --- ## 8. Execution protocol for the Opus session 1. **Load:** this plan → `justin-10m-copywriter-brief.md` (§8 deliverable angles, §10 voice/claims) → `sales-page-v1-draft.md` (raw material bank ONLY; nothing gets copied without passing the voice spec). 2. **Skills:** `ae` (primary methodology; its silent ae-critic pass is required) + `cj-headlines` for the headline round. Do not load additional writer personas; the voice is Justin's, defined in §5. 3. **Drafting order:** S3 gut punch and S2 receipts wall FIRST (the emotional core; if these two don't punch, stop and fix before writing anything else) → S1 hero → S4-S5 → S6-S12 → headline variants round (10 per family, kill to 3 finalists). 4. **Critic gauntlet, in order, fix-loop until pass:** - `mediocrity-detector` (AI-tell scan) - `ae-critic` (One Belief coverage, croc brain, 10 Questions completeness) - `marketing-copy-quality-critic` (DR fundamentals) - Mechanical audit: word budgets per section (±20%), zero em dashes, zero banned words/phrases, every number verbatim against §6, every celeb name against the verified list, no hooks/retention framed as mechanism, "Here's" count ≤2, every section opens with one of the four devices. - Optional final: `marketplace-judge`, v3 vs V1, must beat V1 on emotional resonance and believability or iterate. 5. **Deliverable:** `sales-page-v3.md` in this folder, V1's format (full copy + [PRODUCTION NOTE] blocks for layout/screenshot placement), plus the 3 headline finalists with one-line rationale each at the top for Brycen's pick. 6. **Out of scope for that session:** order form, OTO/downsell, emails, thank-you page (they inherit this angle after the page is approved). Stack decisions (bundle behavior, downsell structure) stay open per the launch brief; the page only references the order form generically (V1's "a few ways to go further" line survives). --- ## 9. Open items for Brycen 1. **Variation 3:** I only had V1 and V2 in hand. If a V3 exists (you called its headline terrible), drop it in this folder; the headline system in §4 replaces it either way. 2. **Screenshot inventory:** which celeb screenshots do we physically hold today? Gates the B-family and the S2 wall build. (LeBron matters most.) 3. **"Share Blindness":** killed per this plan (V1's invention, not in the brief). Veto if you want a named problem; my rec stands. 4. **Checkout pattern:** School of Scaling captures name/phone/email before checkout (2-step). Kickoff decision with the stack; affects hero CTA microcopy only.