So, you’re a Ghostwriter?

Yes, I am a Ghostwriter. Just the name, “Ghostwriter” sparks all kinds of questions. What do you do? Who would use a Ghostwriter? Why would someone need a Ghostwriter? Let’s talk about what I do.

Let’s face it, even in a pre COVID world, we were all online. Whether you realize it or not, you spend a large amount of your time seeing content when you are online. Have you read a social media post from a business recently? Have you clicked on a link that brought you to a blog post? Is your favorite C.P.A. sending you a newsletter with some tips and tricks? That is content. Content surrounds us on a constant, daily basis.

Content

For industry leaders content is imperative. It allows them to stay engaged with their target audience. They use it to help get information out about their expertise which marks them as a leader in their industry. They use it to build relationships. Creating content is also tremendously time consuming. While some businesses have a writer on staff who takes care of it, many others need to outsource a job like that. That is where I come in.

Branding

Creating a business brand is something that business owners work hard on. It goes much deeper than deciding on a business name and choosing a logo. What does the company stand for? Mission statements. Is there something that sets your business apart from the other’s? What is the message you want your customers to hear?

Communicating with ideal clients about what a business is about requires attention to detail and a concrete strategy. In a COVID world, we are now seeing a huge increase in online businesses, online networking, online startups. In-person networking events continue to dwindle as we all adhere to social distancing measures. It is not as simple as walking up to people, shaking hands, and exchanging business information. It was easier to see what someone was all about when you could do this. Today it is vital to transform your brand into something someone can see inside their homes.

Social Media

Social media has continued to be a leader in allowing business owners to immerse their brand in front of their ideal audience. Again, this takes time. Many small businesses lack the time to continually learn the ever-changing online world that is packed full of resources. Most of my clients repeat the same sentiment, “I know what I should be doing, I just do not have time to wear that many hats.”

Using your brand to re-affirm that your business is an industry leader by creating content and using social media to engage your audience is especially important now. Why?  As the world continues to struggle amid COVID, businesses that wish to remain in business must, in some cases, adapt to a new way to reach their clients.

Having a strong social media and content strategy continues to go a long way to the credibility of the business. It can show strong leaders or weak ones. It can show community influence or a self-serving organization. The difference is often in the presentation of content. Staying relevant and in people’s minds requires a strong brand that cultivates the spirit of your business. Putting out content that showcases the best of your business takes skill.

Hiring a Ghostwriter who can successfully use the businesses voice to create content can be an invaluable asset for a company. It saves them time from having to create the content themselves, and they build trust with the Ghostwriter knowing that their reputation remains professional and seamless.

Ghostwriters, unlike freelancers, are able to cultivate personal relationships with their clients. Making sure to capture the clients voice to properly represent the business is something a good Ghostwriter prides themselves on. Unlike freelancers, Ghostwriters do not need to take on a ton of clients. Less clients means more personal attention from your Ghostwriter.

How to choose your Ghostwriter

Choosing a Ghostwriter is not as easy as you would think. There is a significant amount of trust that must be present in order for the relationship to be beneficial. A Ghostwriter should always want to put out their best work. A Client will always want their Ghostwriter to capture their voice to put out the best possible content. The Client should always remember that they are the author of their content, a Ghostwriter is just the tool they use to get that information out.

Most great Ghostwriters rely heavily on recommendations, therefor, they will want to ensure that they cultivate an honest and outstanding service for their clients. When you are speaking with your Ghostwriter, you want to feel comfortable with them. You want to know that they are bringing knowledge to the table that will help present your business in the way you wish it to be seen.

During initial conversations with your Ghostwriter do not be afraid to ask for relevant samples of their work. While a good Ghostwriter will be able to capture your personal tone, they should still be able to present content that shows you the scope of what they can do.

Ask them about the topic you wish to create content on. See if they are knowledgeable on that subject. Use key words or phrases that knowledgable people in that niche would know.

Discussing realistic expectations for the project at hand is always a great thing. If you wish to have a blog post written every week, voice that. Will your Ghostwriter be choosing the topics, or do you want a say in them? Do you want to give approval for the topics, or will they have the freedom to create and post this on their own? If it is a book they will be writing for you, ask about the timeline of the project so you can understand the process.

Interviewing your Ghostwriter

When interviewing your Ghostwriter, be sure to ask questions that are important to you. Some great ones I have encountered are:

A knowledgeable Ghostwriter will easily be able to guide you in the interview process. If it’s the right fit, you will leave the interview feeling confident that you have found a writer who really understands your vision.

Repeat clients is always the best form of flattery in my industry so offering the best customer service possible is key. In order to retain repeat customers keeping up with the industry in which my clients live is vital, and should be to any Ghostwriter you hire. If you come across a Ghostwriter who is knowledgeable in the real estate market, but you need someone knowledgeable in the retail world, do not be afraid to ask for a recommendation. Ghostwriter’s tend to network with other writers, and often times can help connect you to the writer that would be a great fit for your business needs.

At the end of the day, you want to enhance your business with a trustworthy, reliable, relationship with someone who will help bring your business growth goal to fruition.