making trumpet easier emails

The following sales funnel was written to sell subscriptions to BTB’s online “Trade School.”

Based entirely on customer research, the content addresses questions and frustrations commonly expressed by adult trumpeters.

You’ll find:

Four educational emails / value builders
A fifth educational email leading into a “soft” sell
Two “hard sells” (sales letters) for specific courses*
a final CTA closing the registration window

* Both hard sells were very long. As such, they’ve been excluded from this document. Samples available upon request.

Funnel takeaways:

All headlines were split-tested with winners displayed below.
Funnel converted .8% of ‘cold’ leads into new paying subscribers. This conversion was consistent with all previous mailings.
Beyond that, individual readers reached out to express gratitude for the emails. All were successfully upsold an additional two hours of private instruction. Of those upsells, 75% remained long-term private clients!
80% of new subscribers enrolled within the last 12 hours of a three-day enrollment window (after receiving final CTA).

Without further adieu, get ready to learn way more than you ever wanted to know about trumpet playing.

How to Make Trumpet Playing Easier

Hello my trumpet-playing friends.

It's been too long!

With this email, I wanted to let you know that BTB’s Trade School is reopening for enrollment later this week. Inside, you’ll find the preexisting classes along with a new self-paced course for beginning players: Trumpet Foundations.

Trumpet Foundations is a ground-up approach to building a rock-solid playing foundation. It was created specifically for beginning adult students. And I think you’ll dig it as a nice addition to the Trade School.

In preparation for the rollout of the Trade School, I also thought it would be fun to send along a few emails. So, over the next five days we’ll discuss some basic guidelines for making the most of your practice time.

In particular, we will focus on the habits of efficient tone production, as this skill is fundamentally important to your growth as a player. It’s also one that’s commonly misunderstood by both beginners and long-time bashers, alike.

So, to make sure you’re on the right track, these emails have you covered. We’ll discuss proper playing concepts, and just enough user-friendly drills for internalizing them. That way, you can keep getting better and have more fun with your trumpet playing as you go. 🙂

Why You Need to Understand Basic Tone Production

If you want trumpet playing to feel easier, learning the basics of tone production is an investment that pays off in spades. And without this awareness, poor playing habits can derail even the most dedicated practicer.

That’s because it’s the trumpeter who’s responsible for what comes out the end of the bell. And unlike the piano, there are no notes ‘built in.’ Instead, each tone is created in the player’s body. Then, the trumpet more or less acts like a glorified megaphone.

The problem is that many players find learning this skill difficult and confusing. It doesn’t feel intuitive. And unfortunately, most trumpeters end up with a slew of poor playing habits – ultimately leading to stalled progress and frustrating limitations.

However, the good news is that proper tone production is easy. In fact, it is – by definition – easier than playing with poor habits. So, the key is to get it right at the start. Then, continued progress comes naturally with daily practice.

Don’t Blow Before You Know

To help wrap your mind around efficient tone production, we'll break playing down into two basic elements: how we use the air, and how to train the playing embouchure. After that, the fingerings are pretty easy. 😉

Now, if you’ve ever heard (or attempted to play) the trumpet, it's reasonable to assume that there’s a certain amount of ‘blowing’ involved.

... it is loud, after all.

But believe it or not, it’s just this blowing that can lead to big problems down the line.

Instead, the trumpet relies more on what you might call a steady release of the air. And while it can feel strange with a metal mouthpiece to your lips, this feeling is one you are already familiar with. It’s the same thing you do while singing.

To see what I mean, take a moment to sing ‘Happy Birthday’ out loud.

Go ahead, I’ll wait.

...

OK. Now, I can’t be certain, but you’re probably not aggressively pumping the air for each syllable - something like: ‘HA!, PEE!, BIRTH!, DAY!, etc.’ That would be crazy.

However, this is just what trumpet players do while trying to play different notes!

So, to get the feeling of how you can use the air more efficiently, sing ‘Happy Birthday’ again. This time, notice that the air just kind of flows out while you sing. And there’s no special blowing required.

That’s because the subtle adjustments from one note to the next happen in the vocal cords - not the way you use the air. And as long as there’s enough air flowing between the vocal cords to keep them vibrating, you’re singing.

This is exactly how trumpet playing works, too!

Except for us trumpeters, it’s the playing aperture which acts as the ‘vocal cords’ of the trumpet. And along with a trained embouchure, all you need is a steady, supported flow of air through the chops to play any note on the instrument.

Up Next: Practice Exercise for Reinforcing Efficient Air Usage

Thanks for reading. Tomorrow, you’ll learn an exercise for internalizing the proper use of the air as it relates to your real-life trumpet playing.

So stay tuned, and happy trumpeting! 😀

Exercise for Better Air Usage

*Email #1 not show up? Check your spam folder.

Hello my trumpet-playing friends, and welcome back.

With this email, you'll learn an effective exercise for internalizing the feeling of efficient air usage. Then, we'll cover some useful guidelines for establishing this feeling as an automatic playing habit.

An Easy Exercise for Better Air Usage

To begin, take a nice full breath. As you inhale, feel the torso and rib cage gently expanding. Then, once you’re comfortably full, release the air slowly - something like fogging up a mirror. If you like, you can even hum some comfortable tone.

During the exhalation, listen for a slow and steady release of the air. This employs the vocal folds in resisting the air on the way out. Don't overthink it. And whatever you're doing is fine. 🙂

Now, take another full breath. But this time, focus on relaxing the shoulders down by your sides during the exhalation. This helps to prevent the use of additional force. In other words, you’re not blowing. You’re simply letting the air ‘escape.’

Repeat this exercise two or three more times. Challenge yourself by seeing how long you can extend the exhalation while focusing on the shoulders relaxing.

How to Learn New Playing Habits

The key to getting your trumpet playing to feel more like this passive release of the air is creating a habitual, neurological association between the two. And as fancy as that may sound, doing so is relatively simple.

All it takes is going back and forth between this exercise and your regular trumpet playing. This teaches the mind that ‘playing can feel more like this.’ Overtime, the two meld together and your trumpet playing takes on this more-relaxed quality.

Now, if you’re practicing to overcome older (and less desirable) playing habits, you have a bit of additional homework to do. The key to changing those patterns is setting the horn down as soon as you notice them. Then, come back to the above playing reminder.

For example, if you are in the habit of blowing harder to play higher notes, you must remain aware of that sensation while you play. And once you notice the temptation to blow, set the horn down. Then, return to the feeling of passively releasing the air.

At first, you’ll be setting the horn down constantly. Good. Keep it up. Because in time, these new feelings will overpower the old. And as they do, trumpet playing gets a lot easier.

How Long Does it Take?

You can expect this exercise to pay off with about three months of consistent practice.

Some neat studies (and expensive equipment) have shown that it takes about 90 days for new neurological pathways to show up in the brain. And with my own playing, I tend to notice changes in that 90-100 day mark.

Amazingly, you don't even have to believe it’s working. In fact, studies show that simply going through the motions is enough. So, just carve out 5 minutes a day to practice the above exercise and you’ll be in good shape.

Next Up: Training the Playing Embouchure And Aperture

Thank you for reading this email. Tomorrow, you'll learn an exercise for developing a playing aperture which freely responds to a simple, passive release of the air.

You don’t want to miss that one - so stay tuned.

- Happy trumpeting!

The Magic of the Mouthpiece

Looking for the first two emails? Check your spam. 🙄

Training the Playing Embouchure

Now that you know how to use the air more efficiently while playing the trumpet, it's time to discuss the development of the embouchure and playing aperture.

If you aren’t familiar with the terminology, the embouchure is the collection of facial muscles, teeth and jaw as it relates to the mouthpiece while playing.

The goal of embouchure development is to shape a responsive playing aperture - or - the parting between the lips that the air passes through while you play. In particular, you want an aperture which is controlled and free to vibrate as the air is being released.

The Lip Aperture (AKA the Trumpet’s ‘Vocal Cords’)

We play different notes on the trumpet by making subtle adjustments in aperture corner tension. These adjustments alter the size and shape of the playing aperture. This helps to create different frequencies of vibration as the air passes between the lips.

It is quite a remarkable feat, to be sure. And if it seems downright impossible - don't worry. Your brain is already familiar with the basic concept. Because these types of adjustments are how the vocal cords work, as well.

Therefore, coming back to the general feeling of singing acts as a healthy reminder of what you’re aiming to achieve during practice. Then, drills like the following will help you to train a reliable embouchure and more-responsive playing aperture.

The Magic of the Mouthpiece

The following exercise is useful in training a controlled and responsive playing aperture. It makes use of the mouthpiece, which you may (or may not) find difficult at first. That said, simply follow the guidelines here and you’ll be in good shape.

To begin, take a full breath, and feel the body gently expanding during the inhalation. Then, slowly release the air while allowing the shoulders to relax.

During the exhalation, imagine that the upper body is resting on a supported ball of air - something like a filled-up balloon. This is what’s called playing support, and it’s a big part of the feeling of efficient tone production.

Now, set the mouthpiece to the embouchure and take the same comfortably full breath. This time, release the air through the mouthpiece while relaxing the shoulders.

Ultimately, the goal is to ‘buzz’ a soft and steady low C. However, if you don’t get a note (or can’t control the pitch you do get) - that’s fine. It does not matter.

What does matter is reinforcing the steady release of the air through the aperture while relaxing the shoulders. This teaches the aperture to respond without the use of additional force.

After trying this once, set the mouthpiece down. Relax a moment. Then, check back in with the feeling of slowly releasing the air like we did in the previous email.

You may also find it helpful to sing the pitch you're trying to buzz. While singing, take note of the gentle, steady release of the air. Also notice how the vocal cords easily respond to this passive release.

Then, come back to the mouthpiece and aim to achieve that same feeling while attempting to play the low C. As long as you’re relaxing the shoulders (and resisting any urge to ‘blow’) whatever happens is just right.

Remember: 90-ish Days

Start your practice sessions with four or five low C's on the mouthpiece as described. Then, you can move on to whatever you like.

In time, the aperture will begin to focus and become more responsive to the steady release of the air.

And by the way, it is common to have trouble playing the mouthpiece alone. It took me about three months of daily practice just to get a piece of it. And many of my students have similar difficulties. However, it’s always been worth the effort.

So be patient. And know that with mindful repetition you'll soon be able to hold out a soft and steady low C with nothing more than a gentle release of the air.

Then, Keep it Up!

Once you’re comfortable holding out the low C, go ahead use this as your new ‘practice reminder’ throughout the day. The idea - as crazy as it may seem - is to tell yourself that 'all of trumpet playing can feel like this one note.'

And guess what?

It really can.

See You Tomorrow!

Thank you for reading. I sincerely hope you have been enjoying these emails. Tomorrow, we'll discuss embouchure fatigue along with knowing when it’s time to set the horn down for a break.

Until then, happy trumpeting, and I’ll talk to ya soon.

James

When Is It Time to Rest Your Chops?

* Please read the previous emails to get the most from the practice suggestions below. If they haven’t showed up, check your spam.

When Is Enough, Enough?

With this final email on efficient tone production, we'll discuss embouchure fatigue. Specifically, how it relates to your playing development, as well as knowing when it's time to take a break.

But first...

My Terrible Playing Mistake

To begin, I’ll share that my main mistake as a lifelong trumpeter has been believing that playing ease was something I'd gain by pushing the envelope physically.

Well, 20-some years later, I've learned the harsh reality:

Rather than making playing any easier, all of that hard trumpet playing made playing the trumpet *&!%$@# hard!

The reason for this is because we're always learning. And, each time we pick up the horn to play, we're either reinforcing some good or some not-so-good playing habit.

Unfortunately (for us long-time bashers), this means that embouchure fatigue can be drilled to the point of becoming an automatic playing response. And our chops can negatively react to just the thought of playing!

So, When Is It Time For A Break?

The flip side of this is that if you approach playing with a sense of ease, playing continues to get easier!

And the main method for learning this efficiency is to keep the vast majority of your practice time within the guidelines that we have been discussing.

That means paying close attention to your playing mechanics (steady release of the air, relaxed shoulders) and using those feelings as a kind of practice 'governor.'

The idea is to take a break as soon as you notice:

the shoulders rising
any temptation to jolt the airstream
the use of additional mouthpiece pressure.

Then, set the horn down. And after a moment of pause, come back to the practice reminders you have been learning.

‘But, I’m Hardly Practicing At All!'

In a nutshell, this style of practice is about defining and reinforcing proper playing habits. And by remaining aware of these sensations, you cultivate the feeling of easier trumpet playing over time.

However, in the beginning, it may feel as though you're hardly accomplishing anything at all. Because, you'll almost certainly be practicing in extremely short spurts - maybe even just a few notes at a time.

If that is the case - great. It means you're staying conscious of how it feels to play. And this ultimately points you in a much more productive direction.

So, be patient. And resist the temptation to practice more vigorously during those times when you feel like you're not getting anywhere.

Soon, this transition from trite routine to mindfully reinforcing how you play will make you a more efficient trumpeter down through your bones. And when you are, you'll find yourself able to practice all day long (if you want to) with no special effort.

A Note for Pro Players & Students

If you are a busy player who does not have the luxury of resting each time things get tough, simply carve out a few minutes each day to practice the breathing and mouthpiece drills we've discussed.

Remember that the relaxed shoulders and passive release of the air are what's most important. And it does not matter how banged up and unresponsive your chops are.

The idea is to keep encouraging the mind to figure it out 'this new way.' And after a few months, this easier means of playing will begin to take root. At that point, just keep it up and rest your chops when you’re able.

Going Through The Motions + Time = Easier Trumpet Playing

With my own trumpet playing, I have been through a complete breakdown of the embouchure multiple times over. And more than once I have thought my playing days were done.

However, using these exact principles and exercises I have been able to rest, regroup and rehabilitate my playing in what has felt like a few miraculous comebacks.

The key (if there is one) is to consistently remind yourself of these feelings each day for about three months before expecting anything to happen.

And if you miss a day’s practice now and again - don't worry. Just pick it back up and keep going. Because if you do, things will get easier.

Up Next: What is the Best Practice Routine?

Thanks again for taking the time to read these emails. I hope you're enjoying the information and feeling motivated to get back to the basics.

Tomorrow, we'll talk about practice routines.

And until then, happy trumpeting.

Practice Routine Not Getting You Anywhere?

What is the Best Practice Routine?

One of the main problems we face these days as self-learners is information overload. And while having access to everything (anytime) might seem convenient, it can also be downright confusing.

That's why this email series has only talked about one fundamental aspect of playing - ease in tone production. And believe it or not, the short list of drills we’ve covered just might be all the practice 'routine' you need.

That’s because you’re internalizing the feeling of good trumpet playing. Then, all you have to do is remain aware of those feelings while you play. And as long as you do, you can pretty much practice whatever you like while continuing to improve.

A Few More Helpful Skills

While these habits of efficient tone production are the foundation of all good trumpet playing, there are a few more helpful skills for becoming a more confident and reliable trumpeter.

So, if you’re a self-learning student who would appreciate a step-by-step guide to building a rock-solid playing foundation, check out ‘Trumpet Foundations.’

Trumpet Foundations builds on the basic concepts we have covered this week. It’s a seven-week program that’s fun, approachable and was created to take the total beginner from ‘zero to trumpet hero.’

Plus, Trumpet Foundations is just one of the available courses inside BTB’s 'Trade School.' And by enrolling in the Trade School you gain instant access to everything for the single monthly tuition of $49/month.

That means:

Trumpet Foundations
Ear-Training for Trumpeters
Trumpet Master Class

The Trade School also comes with a 30-day money-back trial. That way, you can check out the lessons and see if they’re right for you. But you need to act fast. Because registration closes at midnight, August 29th.

[Check it out]

Build Your Rock-Solid Playing Foundation!

[super-long hard sell for trumpet foundations course]

From Meathead to Musician

[super-long hard sell for ear-training for trumpeters course]

Trade School Closes at Midnight Tonight!

Hey everyone,

I know you've gotten a lot of emails from me this week, so I'll keep this short.

The Trade School is closing tonight at midnight. You get everything below for just $49/month. Your enrollment is risk free and comes with a 30-day money-back gaurantee.

Trumpet Foundations
Ear-Training for Trumpeters
Trumpet Departmental

If you want any additional info, check the previous two emails or simply hit reply.

[Enroll now, risk free]

James

P.S. The first four emails will be archived on the site for future reference. I’ll let you know once they’re available. And oh yeah, happy trumpeting.

︎︎︎ Blackwell’s Trumpet Basics Overview

︎︎︎ Email List Optin Page

︎︎︎ Online “Trade School” Landing Page

︎︎︎ Single Course Landing Page

︎︎︎ Educational Sales Funnel (Eight Emails)

︎︎︎ Value-Building Content w/ CTA

︎︎︎ Text Book Facebook Ad

↓ Here’s that pudding ↓

Smucker Exteriors/E&E (General Contracting)

Tristate Buildings (Post-frame Construction)

Precise Builder (SaaS)

Farmco/PA Harness (Agricultural)

Dig Digital (Creative Marketing for Farmers)

Integro 212 (Business Consultancy)

LAZYAF (Fintech for Lazy Asses)

NSI Industries (Electrical Widgets for Electricians)

Fitt Insider (Fitness Industry News)

Blackwell’s Trumpet Basics (Online Trade School)

CoPilot (Personal Training App)

Short Product Descriptions

Essays

Letters