You will no doubt be familiar with a well known type of ghostwriting – the wordy talent behind many a famous celebrity’s autobiography.
But you may not realise that many business owners and brands outsource their blog creation to talented copywriters, or ‘ghost-bloggers’ in order to be consistent and visible in the online space.
Of course, it’s easy to think that this is cheating; that the company you love to follow is in some way being inauthentic by not physically writing the words you enjoy reading.
In fact, nothing could be further from the truth.
Experienced copywriters, ghostwriters and ghost-bloggers work closely with businesses, brands or individuals in order to help them achieve their goals. They get inside the mind and heart of the business owner and their audience so that every word (or blank space) is there for a reason.
The ghostwriter has no agenda of his own; he simply uses his intuitive and learned skills to create content that attracts ideal clients, nurtures relationships, drives sales and helps to boost a company’s bottom line.
If you’re a small business owner, emerging brand or charity project founder, there’s a high chance that you’ve spent a long time doing everything yourself – from website set up to social media promotion to meeting with clients, plus all the behind the scenes work involved in admin, accounts, PR and business strategy.
And that can get exhausting!
(Especially if you’re running a home, looking after kids and working a paid job at the same time.)
At some point you’ve probably considered outsourcing one aspect of your business to a third party – or at least looked into hiring a cleaner, child care or meal delivery – so that you have more free time to dedicate to the parts of your business that light you up most.
So, what’s the difference between paying a professional to create your website, design a logo, run your accounts or set up complicated tech stuff and paying a ghostwriter to create your blogs?
Answer: No difference at all!
It all comes down to your personal areas of expertise, your business strategy, the time you have available and the money you’re willing to invest.
If hiring a copywriter or ghost-blogger sounds like an appealing prospect right now then ask around for recommendations and don’t be afraid to ask to see examples of their work or written testimonials. Remember, of course, that many people who hire a ghostwriter may not be willing to admit to it, which means the writer won’t be able to share examples created for those clients who prefer to remain anonymous.
Try to schedule in an informal chat with the potential ghostwriter/copywriter of your choice so that you (and they) can instantly get a feel for whether the relationship feels uplifting, positive and filled with magical potential.
To help you get inside the mind of a copywriter and ghost-blogger (aka me!), I’ve created a short behind the scenes sneak peek into my life. I hope you enjoy reading and if you have any questions, please do get in touch.
A behind the scenes sneak peek into the life of a copywriter and ghost-blogger…
Jane* and I finally meet on a video call after many months of building a relationship across social media (we originally met in a private Facebook group run by a spiritual coach we both admire and respect). On the call, it feels as if we’ve known each other for ever; we chat like old friends and realise there are so many similarities in our core values (such as integrity, honesty and compassion) and in our desire to create a bigger impact in the world. We’ve shared many of the same life and business struggles and know that this is our time to shine even brighter than before; to be light workers and advocates of change.
It’s during conversations like this that we both know we’ve found ‘the one’; the person that enables us to co-create magic.
After all, a writer needs a subject with a story just as the client needs help to get their message into the world.
It’s a beautiful union of talent, passion and a deep desire to make a difference.
After an initial get-to-know-each-other chat, I ask Jane my favourite question…
‘What lights you up?’
As she shares her dreams, I do more than simply watch and listen. I begin to feel things. I intuitively sense which parts of her story and which words she uses are the ones that are the most important to her and her audience. I get butterflies in my tummy – a sign that I know we’re on the cusp of co-creating something unique, beautiful and special.
Using this incredible energy, we go on to discuss her business goals, her aims for this project, her ideal clients and all the specific details that help me build a bigger picture of Brand Jane and her audience.
Rather than being a typical ‘sales call’, Jane already knows in her heart that she wants to work together and collaborate on her juicy new project. There is no awkward ‘well it’ll cost this much’ and ‘I can’t afford that right now’; instead we both instinctively know that by harnessing our combined energy we end up with something far greater than 1+1=2.
The call is followed up with a confirmation email and a ‘contract’ that clearly explains my services, boundaries and pricing as well as the information Jane needs to provide before I can begin writing.
The writing and editing process itself is a magical journey that I’ll save for another blog. But for now, I hope that this little insight into ghost-blogging and copywriting has triggered a little thought process in your mind…
*Name changed to protect the innocent!
Lorraine Pannetier is an Intuitive Copywriter, Content Creator and Ghost-Blogger based on the sunny island of Jersey – a tiny piece of paradise surrounded by sandy beaches, rocky coastline, palm trees and castles.
Lorraine uses her intuitive gifts and word-whispering talents to help small businesses, entrepreneurs, project leaders and individuals to project their passion into the world and achieve the impact they desire.
Details of all writing services can be found at thesoulfulword.com