The Art & Business Of Ghostwriting

1. Ghostwriting: A Lucrative and Ethical Career Path

When you practice the definitive attributes of other people’s voices, you can more consciously create your own.

Demystifying ghostwriting. Ghostwriting is often perceived as deceptive, but it's a legitimate and ethical profession. From presidential speeches to celebrity memoirs, ghostwriters play a crucial role in shaping narratives and sharing valuable insights. The key is transparency and authenticity in capturing the client's voice.

Addressing ethical concerns. The author challenges the notion that ghostwriting is inherently deceptive, arguing that it's a collaborative process where the client ultimately approves the final product. It's about "renting" your pen, not selling your soul. The ghostwriter channels the client's ideas and expertise, ensuring their authentic voice is heard.

Ghostwriting as a career. Ghostwriting offers a profitable and fulfilling career path for writers. It provides opportunities to learn from experts, practice different writing styles, and build a valuable network. It's a goldmine for those willing to dive in and master the craft.

2. Freelance vs. Ghostwriting: Defining Your Value

Most smart people who actually have something valuable to say, don’t have the time to write. And most people who have the time to write, don’t have something valuable to say.

The value proposition. The core difference lies in who you're writing for: freelance writers serve brands, while ghostwriters serve individuals. Smart people with valuable knowledge often lack the time to write, while those with ample time may lack the expertise. Ghostwriting bridges this gap.

Beyond freelance writing. The term "freelance writer" often conjures images of overworked, underpaid individuals. "Ghostwriter," on the other hand, implies a specialist with a unique skill set, commanding premium rates. It's about positioning yourself as an expert, not a commodity.

Specialization is key. Specializing in a specific type of ghostwriting, such as thought leadership articles for startup founders, allows you to charge more and work less. It's about becoming a highly valuable specialist, not a generalist.

3. The Multifaceted Benefits of Ghostwriting

Ghostwriting is a life hack for getting paid to learn from experts in their fields.

Beyond monetary compensation. Ghostwriting offers a wealth of benefits beyond just a paycheck. It's a unique opportunity to learn from industry leaders, practice your craft, build a valuable network, and gain early insights into emerging trends.

Learning and growth. Ghostwriting provides a platform to learn from experts in various fields, gaining knowledge and insights that would otherwise be inaccessible. It's like getting paid for consulting while honing your writing skills.

Building a network. Ghostwriting allows you to connect with high-profile individuals, building a network that can open doors to future opportunities. These relationships can be invaluable for career advancement and personal growth.

4. Avoiding Common Ghostwriting Pitfalls

The best ghostwriters are writers themselves.

Practice what you preach. Aspiring ghostwriters often struggle because they don't practice their craft on themselves first. Building a personal writing habit, audience, and portfolio is crucial for developing the skills and credibility needed to succeed.

The golden rule. Whatever type of ghostwriting you're selling, actively practice and create those same assets for yourself. If you're selling "ghostwriting someone's Twitter account," prove you can build an audience on Twitter.

Specialization is key. Avoid trying to write "anything" for "anyone." This dilutes your value and makes it harder to land clients. Instead, focus on solving one specific problem for one specific person in one specific way.

5. Niching Down: Specialization for Success

Clients are not buying your ability to “write words.” They are buying your ability to write the RIGHT words—which means they are buying your knowledge within a niche, and your expertise creating a specific asset.

The power of specificity. Clients aren't just looking for someone who can write; they're looking for someone who understands their industry and can articulate their ideas effectively. Specializing in a niche allows you to become an expert and command premium rates.

Solving a specific problem. All differentiation, pricing power, and efficiency come from solving one specific problem for one specific person in one specific way. This targeted approach makes it easier to attract clients and deliver exceptional results.

Building a personal category. Create a niche for yourself by focusing on a specific topic or industry. Share your expertise through content creation, demonstrating your knowledge and attracting the right clients.

6. Mastering the Art of Voice: The 5 Archetypes

The only real difference between writing for yourself, and writing for yourself “for someone else” (ghostwriting) is voice.

Voice is key. The primary difference between writing for yourself and ghostwriting is adapting to the client's unique voice. This involves understanding their personality, style, and communication preferences.

The 5 archetypes. The author identifies five common client archetypes:

• The Storyteller: Loves sharing anecdotes and personal experiences.
• The Opinionator: Expresses strong convictions and beliefs.
• The Fact Presenter: Relies on data and evidence to support their claims.
• The Frameworker: Organizes information into structured systems and processes.
• The F-Bomber: Uses abrasive language and a provocative tone.

Adapting your style. By recognizing these archetypes, you can tailor your writing to match the client's preferred voice, ensuring authenticity and satisfaction. It's about capturing their essence, not simply transcribing their words.

7. The Power of Close Listening and Strategic Questioning

The best ghostwriters are writers themselves.

Beyond writing skills. Ghostwriting involves more than just writing; it requires strong interviewing and editing skills. The ability to listen attentively, ask insightful questions, and distill complex ideas is crucial for success.

Close listening. "Close listening" is a meditative practice of being fully present and attuned to the client's words, tone, and unspoken cues. This allows you to capture their authentic voice and understand their underlying message.

Strategic questioning. Asking the right questions is essential for extracting valuable insights and shaping the content. Focus on open-ended questions that encourage the client to share their stories, opinions, and expertise.

8. Managing Client Feedback with Grace and Expertise

It’s my responsibility to tell the client what I recommend, but ultimately it’s their decision.

Feedback is inevitable. Client feedback is an integral part of the ghostwriting process. It's important to approach feedback with a positive attitude and a willingness to learn and improve.

Isolate the feedback. Before making any changes, take the time to understand the client's concerns and isolate the specific areas that need improvement. Ask clarifying questions and seek specific examples.

The "As Long As It Takes To Get It Right" Policy. This policy disarms clients during the sales process, but it is even more effective during the first month or two of working together because they don’t feel like they only have one or two opportunities to get the piece to “sound like them.”

9. Protecting Intellectual Property in Ghostwriting

Every writer should master the art of ghostwriting.

Ethical considerations. Ghostwriting involves navigating complex issues of intellectual property. It's crucial to respect the client's ownership of their ideas and avoid plagiarism or unauthorized use of their content.

Originality is key. While it's tempting to reuse successful ideas or frameworks, avoid directly copying or paraphrasing content from other clients. Each project should be unique and tailored to the client's specific needs and voice.

Curate, don't create. If you're struggling to generate original ideas, focus on curating existing content and giving credit to the original sources. This allows you to provide valuable insights without infringing on anyone's intellectual property.

10. Pricing Premium Ghostwriting Services

The best ghostwriters are writers themselves.

Value-based pricing. The key to charging premium rates is to focus on the value you provide, not just the time you spend. Frame your services as an investment in the client's brand, reputation, and business goals.

The 5 levels of charging more:

• Per Word
• Per Hour
• Per Month
• Per Asset (and Outcome)
• Per Outcome

The root fear of pricing. The biggest obstacle to charging premium rates is often internal. Overcoming limiting beliefs and developing a strong sense of self-worth is crucial for commanding higher fees.

11. Scaling Your Ghostwriting Business: The 3 Levers

You aren’t ghostwriting. You’re writing for yourself, for someone else.

The 3 levers of growth. As a 1-person business, you have three primary levers to grow your income: time, units, and cost. Maximizing efficiency, profitability, and specialization is key to scaling your business.

The 10% time tax. Dedicate 10% of your time to working "on" your business, not just "in" it. This involves investing in your skills, streamlining processes, and exploring new opportunities.

Simplicity is velocity. Focus on solving one specific problem for one specific person in one specific way. This allows you to create efficiencies, reduce switching costs, and maximize your earning potential.

12. Client Acquisition: Finding and Landing High-Ticket Deals

Every writer should master the art of ghostwriting.

Beyond writing skills. Landing high-ticket clients requires more than just writing skills; it requires sales and marketing expertise. Building a strong online presence, networking strategically, and mastering the art of cold outreach are essential for success.

Value-first outreach. Approach potential clients with a genuine desire to help them solve their problems. Offer valuable insights and demonstrate your expertise before asking for anything in return.

The power of referrals. Word-of-mouth referrals are a powerful source of new clients. Cultivate strong relationships with your existing clients and encourage them to spread the word about your services.

Last updated: February 21, 2025