Ghostwriting: Eyes in the Back of Your Head
Photo by Julia Joppien on Unsplash
There are generally three types of people who ask me to ghostwrite blog articles for them: those who know what they want, but don’t know how to get there; those who have no idea what they want but are open to exploration; and those who know exactly what they want and come to the first session fully prepared.
Which of the three is easiest to work with?
Believe it or not, it’s subject matter expert (SME) number two - the one who has no idea what they want but is open to exploration. It’s this type of author that will get the most original content, discover what - precisely - makes their area of expertise interesting for their ideal reader, earn the most requests for contact, and have the most fun.
HOW TO GET THE MOST FROM YOUR GHOSTWRITER
Let’s take a closer look at why this is - because if you have always wanted to get a blog article series out there, but are unsure how to distill all those factoids into digestible sentences, you’re going to want to understand how to get the most from your ghostwriter.
After all, we’re paid by the word, and we don’t get paid until you’re happy with the words. Which means the faster we can get to the nuts and bolts of what you need - which may be vastly different than what you think you want - the faster you can get your name and thought leadership out in front of the people who need to see it. You need to get the words working for you like a calling card, a C-Suite presentation, and a lively after work networking event all rolled into one.
The problem with SME number three (the over-prepared author) is that there are files and files and reams and reams of half-written paragraphs, spreadsheets, aging presentations, codified and sanctified marketing speak verbiage - on top of various prose attempts sent through to the poor ghostwriter in one weighty, groaning email. It takes ages to wade through it all and separate the red threads from the red herrings.
OVERPREPARED IS OVERKILL
You see, the more a SME knows, the less they know where to start. The more you’d like to write, the more fits and starts you’re likely to have on that hard drive. It all amounts to one jumbled mess that could probably be a book.
So who are you writing for? All of that stuff was probably your inside voice talking - all the scraps of conversations and research, and years of experience tumbling out on page after page. But none of it is really addressing your prospective client. After all - isn’t that who you’re writing for? What do they really know about your subject matter? If they knew as much as you do, they wouldn’t need you - so they actually have no way of evaluating the factoids in the context of their business and their current needs.
THE TITANIC SINKS - ARE YOU ON THE LIFEBOAT?
Of all of the material you have amassed, what is the one idea that you want to convey? The singular message that, if the Titanic were going down and the client could take only one expert with them - would it be your message that gets you on the lifeboat? Clean, clear, crisp, and concise?
Your article needs to talk to your reader where they’re at. Don’t make it feel like homework. Make it super simple. People have to be captivated by what you say, otherwise it’s just another skim read and scroll frenzy. But also don’t insult anyone’s intelligence. They, too, are SMEs. More importantly, they’re the ones in the driver’s seat.
So don’t write for the “man on the street”. Write for all the prospective clients who don’t want to be dazzled by your brilliance, but feel addressed by your words. They want to feel like you are specifically talking to them, and that you understand their pain points at this moment in time.
Most importantly, they want to understand - without a doubt - that you can make that pain go away.
BEWARE OF CHOICE SUPPORTIVE BIAS
But what about our first SME? The one who knows what they want, but doesn’t know how to get there? Not quite as challenging as our previous, over-prepared author, this would-be blogger generally has a set idea about what would make a good article. I can tell you that although this sometimes matches reality, it’s usually more of a mismatch between what will actually strike a chord with the ideal reader and what the SME thinks is on point.
In your daily wheelings and dealings, you view the world from the inside out. You see your colleagues, clients and competitors through the lens of your own ontological positioning. By definition, you can’t view your own expertise objectively. It’s a rare bird that can preen its own feathers completely - do you have eyes in the back of your head?
The point is, that you need another set of both eyes and ears to distill what it is about what you’re doing / saying / offering / selling that will align with the social Zeitgeist. It also needs to resonate with current market trends and predictions - interdisciplinarily - and showcase your unique value proposition in such a way that you get the recognition you crave, and the calls you’ve been hoping for.
Be like SME number two: those who have no idea what they want but are open to exploration. When I get the opportunity to work with this type of author, it’s usually because the marketing team has coerced them into publishing. Generally people are either the over-prepared type, or have “done their homework” to the extent that they’re so in love with their own idea for a blog that they can’t let go of it.
This is called “choice supportive bias” by the way. Essentially what it boils down to is that because you chose it, it must be good. You ignore the faults and (the sometimes obvious) shortcomings of your topic or headline, and champion the (alleged) advantages.
GET WOWED
So find a highly skilled ghostwriter who has broad experience across industries and, ideally, countries. Make sure they ask good questions; that they draw out aspects of your expertise and its relevance in a way you find insightful. Ask to see samples of what they’ve written for others and be wowed by it.
This is how your published article will grab attention, provide immediate value for the reader, and be a pleasure to read. Never tried working with a ghostwriter before? There’s no time like the present.
About the Author
Anna is an organizational psychologist and executive coach, with a special interest in all things technology. We’re part of the team at Garleff Coaching and Consulting Group. If this article has struck a chord, please let us know.
Anna Garleff Cell: +1 587 224 3793 / anna@garleffcoaching.com
www.garleffcoaching.com
