Some business owners and entrepreneurs seem to be able to do it all—run a successful company, speak at events, publish blogs and social posts, AND write a business book on the side. How do they do it? Well, here’s their secret—they don’t do it alone. They’re hiring a ghostwriter to help them craft a powerful message. From presidential speeches to bestselling memoirs, these skilled wordsmiths transform thoughts and experiences into captivating content. While the spotlight may shine on someone else, the collaborative process of crafting the message is where the magic happens.
In an unsteady economy, thought leadership is a critical tool for breaking through and winning business. A 2022 Edelman study revealed that 61% of decision-makers considered an organization’s thought leadership to be more effective than traditional product marketing in demonstrating potential value during economic downturns. And 50% of C-suite executives reported thought leadership had even more impact on purchase decisions when times are tough.
Establishing yourself as a thought leader is a means of demonstrating industry expertise, shaping conversations, and offering meaningful insights to your community. However, producing quality thought leadership content is a persistent struggle for many brands and business owners. They need to consistently share high-quality insights or risk being overshadowed in a competitive landscape. Yet only 33% of producers rated the quality of their thought leadership content as very good or excellent.
The truth is that senior executives and subject matter experts rarely have the time to focus on producing quality thought leadership content—they’re busy running the company! And even if they have profound insights to share, effective writing is a skill that demands practice, experience, and an understanding of how to engage and captivate an audience. Being a thought leader doesn’t always equate with being great at writing.
Another significant hurdle in thought leadership is writing about oneself or one’s area of expertise. We see this a lot in highly technical subjects—the type of expertise that requires extensive education and experience to acquire. The thought leader is intimately familiar with the subject matter and has a lot to offer an audience. However, expressing the content in a way that’s accessible to someone who isn’t an expert in the field requires a whole other skill set. The end result is often a long-winded, inscrutable article with gems of wisdom that are simply too hidden to make an impact.
Good ghostwriters work behind the scenes as thought partners, translating your ideas into polished, engaging content. It’s a partnership built on trust, communication, and a shared vision. A ghostwriter becomes a strategic ally in clarifying your message, conveying your insights effectively, and translating your vision into various forms—from op-eds to white papers, articles, case studies, speeches, emails, and more.
Everyone wins! The thought leader gets to focus on what he or she does best, while the ghostwriter ensures the message reaches the right audience in the most effective way possible.
This is the desired effect in action:
“Brighter Messaging’s expertise and guidance have been invaluable in creating compelling and well-crafted articles and posts that exceeded my expectations. […] They have a remarkable ability to distill complex concepts into clear and concise language for our audience, and they were very professional and timely in delivering work to me and my colleagues.”
- Mary McNevin, Ed.D., PCC, Chief Learning Officer and Executive Coach
When you work with the right ghostwriter, your authenticity isn’t diminished; it’s elevated through polished content that captures your innovative ideas. You need someone who gets you, and you should also look for a writer who understands you and your industry, has a streamlined process, relevant expertise, and a strong portfolio.
Here are 6 characteristics to look for when hiring a ghostwriter:
- Are they asking the right questions to gain insights into your thought process and industry nuances?
- Examine their background for a proven track record in producing thought leadership content. As a bonus, have they written persuasively and naturally in your industry vertical?
- Are they able to shape complex ideas and turn intricate knowledge into engaging narratives?
- Can they balance assertion and adaptability to create the best possible piece of content?
- Are they aware of current trends and reader preferences? Look for someone who can amplify your voice with fresh insights.
- Does their writing process involve close collaboration that maintains a personal touch and safeguards against misleading the audience?
By the way, hiring a ghostwriter isn’t only for composing a book manuscript or feature article in a high-profile publication. Executives and entrepreneurs work with ghostwriters on all sorts of written communication.
Here are some examples of items we regularly ghostwrite for our clients:
- Cold outreach messages to recruit new talent
- Email newsletters
- Social media posts
- Commentary on articles and posts
- YouTube video titles and descriptions
- Blog posts
- Magazine articles
At its core, hiring a ghostwriter is about collaboration and partnership. It’s about capturing your unique voice, style, and ethos to breathe life into your thoughts and experiences through the written word. When you work with a professional ghostwriting team like Brighter Messaging, you get to focus on your expertise while we handle the writing and editing process, ensuring that your content is polished, professional, and engaging. We’d love to hear from you if you could use some help getting your thoughts out there!