Free Template

The exact process I use before writing a single Substack essay or LinkedIn article

Most ghostwriting fails because the writer never captured the founder's voice. This is the 15-question template I use with every EcomGhosts client—before essays, articles, or distribution posts. It takes 30 minutes. It changes everything.

John Aspinall

John Aspinall grew from 3K to 25K LinkedIn followers—and ships long-form on Substack—using this exact voice-first approach.

Why most ghostwritten content sounds fake

⚠

They skip voice capture

Most ghostwriters jump straight to writing. No voice interview. No style profiling. No wonder it sounds like a marketing agency wrote it.

⚠

They don't speak ecom

A generalist writer doesn't know ACOS from BSR. Your audience can tell when the person behind the post has never managed a listing.

⚠

They write for engagement, not pipeline

Viral hooks and motivational fluff might get likes. They don't get you on the shortlist for partnerships, speaking gigs, or inbound deals.

What's inside the template

  • 01

    Expertise Identity

    Define what you should be known for, your credibility number, and the industry frustration that fuels your best content.

  • 02

    Communication Style

    Map your natural explanation patterns, verbal fingerprints, and tone so content matches how you actually talk.

  • 03

    Your Stories

    Extract your origin story, key failure, and go-to client example. The raw material for content that connects.

  • 04

    Your Opinions

    Document your contrarian beliefs, professional hills to die on, and mission. This is where your best content lives.

  • 05

    Voice Profile Summary

    Compile everything into a one-page voice profile you can tape to your wall or hand to any writer.

Sample Question

What have you done more of than almost anyone you know?

Think in numbers. Accounts managed. Products launched. Revenue generated. Campaigns run.

"I've reviewed 50,000 listings" hits different than "I'm experienced in Amazon."

What does your industry get wrong that makes you want to flip a table?

Be specific. Not "people don't invest in creative."

"Sellers spend $30K/month on PPC driving traffic to a hero image they spent $50 on."

Is this for you?

This template is for you if:

  • You're an ecommerce founder or Amazon operator with deep expertise
  • You want Substack and LinkedIn long-form that sounds like you
  • You know you should be publishing essays but can't sustain it
  • You've hired a ghostwriter before and the content sounded generic
  • You want authority that drives real business outcomes—not just feed reach
  • You're evaluating whether to write your own content or hire help

This is NOT for you if:

  • You're looking for viral hooks and engagement hacks
  • You want motivational or inspirational content templates
  • You're not in ecommerce (this is built for operators)
  • You only want short LinkedIn posts with no owned audience
John Aspinall

John Aspinall

Founder, EcomGhosts

20 years in ecommerce. 14,000+ hero images optimized. 50,000+ listings reviewed. Grew from 3,000 to 25,000 LinkedIn followers by narrowing to one niche and shipping content that sounds like an operator, not a marketer. Now pairs Substack essays with LinkedIn long-form for founders who want owned audience plus searchable authority. This template is step one of every EcomGhosts engagement.

Get the Voice Capture Template

15 questions. 30 minutes. The foundation for Substack essays and LinkedIn articles that actually sound like you.