Our Writers:

Steve Brown.

57 years old.

Married with two kids.

College degree.

HVAC technician. Fixes and installs furnaces and air conditioners.

Income is: $75,000

Reggie Thompson

62 years old.

Married with 3 kids.

College degree.

Retired Home Builder. Foreman on a construction site.

Started learning online after retiring.

Greg Kennedy

41 years old.

Married with 2 young kids.

College degree.

Landscape Designer.

Played off and on since college. Frustrated with in-person lessons.

Income: $75 - $100,000

You are writing to someone just like you. The writer "Steve" is very relatable to the readers.

Here is the information on your readers - Middle Aged Men

Your writing needs to relate to this guys: 

More About Your Customer:

All our pages are promoting just two things:

• Free Trials to Online Guitar Lessons: JamPlay & Guitar Tricks
• Free eBooks to download

• Introduction
• Story
• Content
• Transition
• Pitch

Scannable Pages:

90% will read the headline. This is the most important part.

Page should tell a story by just scanning. Headline plus the sub headlines should tell a story.

Sub headlines are VERY important. These should create shock and awe. They should make you stop scrolling. They can stand on their own = meaning if someone scrolls down they should make sense even without having read the sections above.

Introduction: Headline and APP Formula

Deliver the why to the person on the other end. Be sure to answer the question, “What’s in it for me?”

Your goal is to get the main point across in the shortest amount of time. Grab the attention of the reader fast to keep them reading to the next part.

Story: You're a Story Teller - Story relates to the person's pain point

Picture the reader with their arms crossed when they come to the page.

You can't sell them yet.

You need to start telling stories, laughing, warming them up, and RELATING to them.

This is the time to relate to the individual. Working to connect with the other
person and showing that you’re in the same spot or dealing with the same issue is ideal.

The story is where the trust is established and this can be done by being on the same level as the person you’re telling the story.

For example, think of Batman vs. Robin:

Most people want to be like Batman, but being more like Robin that’s just an average guy can allow you to relate to more people. Position yourself in a humble manner and then you can build a relationship.

Content: Provides Credibility That the Subconscious Will Absorb and Understand

The best type of content for this is structured. This could be X number of tips, X number of things to do, or many others.

You will want to have a beginning and an end.

Make others feel like they went on a journey with you.

The entire point of content in the sales pitch is to create an “aha” moment.

Apply the Skyscraper Technique to the content section. 

Find content that's really good, and make it better: More Useful - Longer - More Thorough

Transition and Pitch: Incorporate Good Sub Headlines Here

This section is pretty straightforward and I might change it around in the future.

Basically we transition to say that the recommendation to the problem is Online Guitar Lessons with JamPlay and Guitar Tricks - And our eBook on "How To Learn Guitar In 21 Days".

The pitch is simple: Get people to sign up for free trials of JamPlay and Guitar Tricks, or download the free eBook: "How To Learn Guitar In 21 Days".

In the future I will add this eBook, and perhaps only recommend 1 specific website.

4 Easy Steps to Writing Your First Song on the Guitar

Agree:

What can you agree on with someone who searches for this?

Song writing is hard.

Every songwriter has done it:

You're starring at a blank sheet of paper, trying to come up with you very first song on the guitar.

Do I start with the lyrics, do I start with some chords?

Have you done this before?

Trust me, we've all been there, and I know it seems really hard. 

Promise: The Promise is where you give them a peek into a better world.

But it doesn't have to be if you follow some of the basic steps provided by master songwriters.

And once you get one song under your belt, you can really start to create your own unique style to make you stand out from the crowd.

Preview: Just tell them exactly what you have in store for them.

I've found 4 super easy steps that every songwriter must follow, but I also have some other cool recommendations for taking it to the next level, in terms of writing and playing.

Compare These Two. Which is Better?

Important:

Remember, with most of these articles, we are trying to sell something, or "pre-sell" something.

If we wrote this article, it would probably be because we want to sell either a course on songwriting, or a course on playing the guitar. This information will usually be given to you. 

So you want to include this if you can, in the promise and or preview.

Looking back to the promise:

But it doesn't have to be if you follow some of the basic steps provided by master songwriters.

(at the end of the article we mention the Songwriting course from "Master Songwriter")

Looking at the preview:

I've found 4 super easy steps that every songwriter must follow, but I also have some other cool recommendations for taking it to the next level, in terms of writing and playing.

(at the end of the article, or in step 4, we recommend learning about a "product" to take it to the next level: guitar or writing courses)

Another Example:

Article Topic / Headline: Best Practice Routines for Piano Players

Approximate Word Count: 1000 words

Product to promote: Online Piano Lessons

Links to specific pages on Voices Inc will usually be given so you know where the article should lead the reader. 

APP Method for Introduction: 

Practice makes perfect.

You've probably heard that a thousands times right?

When it comes to learning piano, that statement is definitely true.

<< THIS IS THE AGREE PART >> "You've probably heard that before right?"

But what if I told you that there are certain things you can add into your piano practice routines to make them super effective, and way more fun.

<<THIS IS THE PROMISE>> Peek into a better world: make them super effective and fun.

Here I want to highlight 6 things that every practice routine absolutely needs, and even highlight some piano software that will make you much more consistent, because it makes practicing extremely fun.

Making practicing fun? I think we have a winner!

<<THIS IS THE PREVIEW>> Exactly what they get: 6 things your routines need.

Important: Are we pre selling (mentioning) online piano lessons?

Yes we are:

• But what if I told you that there are certain things you can add into your piano practice routines to make them super effective, and way more fun.

• Here I want to highlight 6 things that every practice routine absolutely needs, and even highlight some piano software that will make you much more consistent, because it makes practicing extremely fun.

You have your own research style. You might have special tools as well.

Bottom line:

Step 1: Find link-worthy content

Step 2: Make something even better

Consult this guide for more information: (Do not worry about outreach or link building)

http://backlinko.com/skyscraper-technique

If you don't have tools like Ahrefs, which was used in the link above, just searching on Google is a free option.

Find out what is ranking, and make it better.

Best Practice Routines for Piano Players

In the example above, we mention highlighting 6 things every routine needs.

This is where the research comes into play. I just made up 6 things as a pure example. 

The research should decide this number. If there's only 3 things, then great. If there are actually 10 things, then we list 10, or make it better and list 15.

In your own way:

Find out what's ranking, and make the content better. 

**IMPORTANT:

The product to promote in this example is Online Piano Lessons.

Therefore, this should be incorporated into the list if possible.

This article which ranks well mentions 4 things.

Very easy to make it better.

These subhealines are very bad:

If possible, add subheadings with benefits included:

Again, #9 here explains it perfectly: http://backlinko.com/seo-copywriting

Here are some quick examples referencing a page which we might use when researching and making our content better, for the example article: Best Practice Routines for Piano Players

http://takelessons.com/blog/piano-practice-routine

Here are their subheading follow by better ones:

1. Scales and Finger Patterns

Better: Scales and Finger Patters So You Can Play Much Faster

2. Chords

Better: Practice Your Chord Progressions to Become a More Well-Rounded Player

3. Composition Analysis and Performance

4. Practice the Tricky Parts

Better: Practice the Tricker Parts to Get Out of Your Comfort Zone and Test Yourself

Not EVERY subheadline needs a benefit, but so many articles are lacking this.