Issue #19: Ghostwriting MasterClass

Another special video episode

Golly Gee, I really did miss the mark on publishing my newsletter. OK, I made no promises, but y’all had gotten used to twice a month on Friday and, for the purpose of consistency and brand building, I was also OK with this pace. 

However, I dropped the ball. I could blame a finicky client, my sprained ankle, seasonal allergies and such, but fact of the matter is:

I skipped on publishing B00ls lately because… I don’t have my own Ghostwriter. (Ba Dum Tsss) 

I don’t have someone to come up with a strategy, keep me accountable or write in my stead. 

So, just like people who are overall too busy, I couldn’t cope. 

OK… I might be lying a little bit, ‘cause the real reason I was late has more to do with video editing than ghostwriting.

(but I don’t sell video editing services, so let’s kindly move on)

OK, you were too lazy to edit your video, but what’s ghostwriting? 

Ghostwriting does this, that, the other thing, and above all, it makes you money. 

“What feckin’ is ghostwriting?”

People see ghostwriting as something that’s not authentic, kinda like ChatGPT. They think it hinders their unique way of expressing themselves. 

Having witnessed this, I identified a key need of my audience. A clarification. 

GHOSTWRITING

I sit you down, live or online, and we talk. About you, your business, your passion.

Then, we identify the pillars of content. These are the three-four main ideas that we’ll be talking about until the cows come home. We then assign topics and subtopics to these pillars, and I create a content calendar. 

By sticking to the calendar, we post regularly, and we adjust depending on feedback. I do the writing, you do the talking. I record you, and based on that, I write the posts. If you want, I also advise you on the comments and the interactions for an extra charge. That’s the audience/community management package. 

But I don't pull the texts out of thin air. I get them from the discussions I have with you, the client.

It's just that you won't write the text. But voice, style, ideas, unique way of expressing yourself, they remain the same. Just produced quicker and with less input on your side.

Ghostwriting’s just the car that gets you to the destination. If you want the ride to be 100% authentic, 100% YOU, put on some tires and start rolling on the highway. It’s not like if somebody writes up your website, you’ll say that you did it yourself… right?

Will it sound exactly like you? 

NO 1. Not at first and maybe not ever. We’re not the same person. But I can use some beats that in time we’ll identify with your style. I’ll put your verbal idiosyncrasies in writing. 

NO 2. Sorry, bubbu, but trust me, you don’t want it to sound exactly like you. Because you’re not a writer. It will sound like 90% you, plus input from a writer friend. 

What isn’t ghostwriting? 

So we’re not ghosts, we’re writers in the shadow, ‘cause we don’t really take credit for what’s been written. Kinda harsh on the old ego, eh? 

We know, just like the cooking rat in Ratatouille, that everybody can cook/write, but that does not mean that everyone will be good at it. 

We do the writing for you so that you can do… whatever. Thing is, we do give you palpable posts, but we also give you time. And that leads to profit, in a lot more ways than one. 

And if the ghostwriter is excellent, he or she will put you in a position where you can grow resonance, get loyal followers, ambassadors for life, a community and finally clients and paying customers. 

However, there are some things a ghostwriter does not do: 

1. We can’t give you our voice and our style

Because then it would not be ghostwriting anymore. Sure, I could be writing for your professional brand, or you could even admit I’m writing for your personal brand, but that’s not ghostwriting. That’s representing, at best. 

If you want ghostwriting, you’re going to have to develop a voice and we’ll put together a style. Imagine we use mine, and you’re a delicate 50 something woman who sounds like a foul-mouthed, beer drinking, 30 years old. Your clients will be at least somewhat surprised when they get to know you, doncha think? 

2. We can’t give you our reach and engagement

People have reached out because they like my stats… Uhh, yeah, because it’s my voice and I worked for these for 9 months - like I delivered a LinkedIn baby. They can’t be transferred. 

But we can replicate it, if YOU LISTEN TO ME. Or you can do whatever you thought worked for you before. 

3. We can’t give you a personality

I know, tough balls. But I really can’t. Just like with acting, if I’m to embody a character, there needs to be a character. A ghostwriter can’t just conjure a “you” out of thin air. 

So if you’re partial to not talking about yourself, not sharing your ideas, not being in any way controversial, not having any opinions whatsoever… you’re leaving us very little to work with… 

And yeah, it will work best if you let me record you. If you think that steals your vibes or whatever… we’re going to have a hard time, especially if you don’t like to provide punctual feedback. 

My own experience with ghostwriting

1. LinkedIn posts

2. Newsletters

3. Blog articles

4. Biographies

My ghostwriting process is actually pretty simple:

1. An initial meeting where I get to know the client and decide if it’s worth sending an offer. 

2. A setup meeting where we decide on strategy, content pillars and calendar. 

3. Actual recording sessions.

4. I create the posts/e-mails/articles/chapters.

5. You give me feedback. 

6. I implement it. 

7. We publish the materials and we course correct for the future. 

DISCLAIMER: We’ll work together if AND ONLY IF you don’t need sales tomorrow. I do ghostwriting for brand building and strategic partnerships, and getting the RIGHT clients. 

I don’t ghostwrite for likes, comments and “reshare this if it was valuable”... BLEAH! 

Should you watch the MasterClass video below? 

Yes, if:

• You’re a business owner/marketer who intends to work with a Ghostwriter. 

• You’re a writer intent on becoming a Ghostwriter. 

You’ll learn about: 

• How to create a “character file” and its importance

• How to set up a ghostwriting strategy for a client/for yourself

• How to optimize a client’s profile/your profile for LinkedIn

• How to create an editorial calendar, complete with posting time and content pillars

• How to create content pillars

• How to market yourself as a ghostwriter (the “why”, the “how”, the “results”)

• How to make your life easier as a ghostwriter (client terms) 

• The importance of posting time

• The structure of a ghostwriting session (recording + writing) 

ONE LAST MENTION: 

This is free material. Material that I’d normally price around a couple of hundred euros. I created the material and taught a class in a writers’ community, but you’re getting it for free because you’re on my list. 

Again, I’d normally ask for a couple hundred euros for information like this :)

GHOSTWRITING MASTERCLASS

ABCs with VAI

Hope you enjoyed it. Any questions, you know where to find me ;).

• Special thanks goes to Philip Charter and his Multilingual Writers’ Community for hosting this event!

Going forward

I and my irregular B00ls are going on vacation, but I’ve left you with something substantial to chew on. I don’t know precisely when, but B00ls will be back. 

Now, if you loved this issue, you might be interested in:

Previously, on B00ls: Issue #18: The Justice League and Thought Leadership Bias

Opinionated Thinker (guerilla style) or Thought Leader? Batman or Superman? Can this subtitle be any longer?

If you’re interested in more video content, I recommend: Issue #13 - Creativity for Creativity’s Sake? - part 2

Next time, join MadVlad as he takes on…

Issue #20: There’s Too Much YOU in Your Business

How to break the employee mindset and scale by simplifying

You can get access to the full archive here if you missed any other issue. 

In the meantime

If you liked my stuff, this is how we can work together: 

1. I write for you. Check out the Experience section on my LinkedIn.

2. I consult marketers and founders. I can share my expertise and train you to be a better marketer.

3. I consult writers. I can share my expertise and train you to be a better writer.

Are you a writer/marketer/founder who wants to get some coaching? 

Reply to this e-mail if you’re interested in the above. 

Know somebody who’d also like that? Share my newsletter and point them in my direction. I’ll give you a beer if you’re ever in Bucharest. 

Offer 1 is detailed up on LinkedIn.

Offers 2 and 3 are detailed up on LinkedIn. But you can also find them here: 

Consultancy prices are going up because the service is so popular. Check out the testimonial from a fellow writer: 

I’m still very open for consultancy services. Just reply to this e-mail if you’re interested. 

Cheers

If this was the first, but also last time we meet: Thank you. 

I write for myself, but you reading my writing gives it additional meaning. I literally could not resonate without you.