Savvy Diversification Series: Don’t Be Scared! How to Add Ghostwriting to Your Portfolio of Services
“It was a dark and stormy night. A strange figure appeared in the window of the haunted house on the hill as a bloodcurdling scream echoed in the distance…”
Let me start with the bad news: today’s blog post is not about how to craft a spooky story to tell around the campfire. Instead, we are going to look at the other kind of ghostwriting. And there’s plenty of good news to go around.
Behind the Scenes
Put simply, ghostwriting is where one person writes a piece of copy that is published under another person’s name. It’s long been standard practice in the world of celebrity memoirs. But more managers and thought leaders are also outsourcing their writing to professionals, commissioning anything from press releases and blog posts to opinion pieces and speeches. These extremely busy executives might not have the time, the writing skills, or the inclination to put pen to paper. And that’s where ghostwriters come in.
Perks and Pitfalls
As a type of copywriting, ghostwriting is an attractive field for translators looking to diversify their business. Before we dive deeper into the skills that successful ghostwriters need to master, it’s essential to know some of the benefits and drawbacks.
Let’s get the biggest downside out of the way first: You do all the work but get none of the credit. Not only does your name not appear on the final copy, but you also generally cannot use this work in your portfolio or to build your business. Many clients will have you sign non-disclosure agreements so you cannot claim any connection to your brilliant piece of writing, either. Like translation projects, ghostwriting assignments often require quick turnaround, and time is of the essence.
On the upside, though, ghostwriting is usually better paid to compensate for the fact that you don’t get any of the glory. Ghostwriting projects help you forge close relationships with executives. If they are happy with your work, they might well refer you (discreetly) to other big names in the industry. And you will also build soft skills, such as asking good questions, listening with empathy, and understanding different viewpoints.
Write Like a Chameleon
Beyond crafting outstanding prose, good ghostwriters master two main skills: They fully understand the topic they are writing about and can nail the client’s voice. Specialized translators with subject-matter expertise are ideally positioned to work as ghostwriters. If you spend your days translating about contract law, you probably know enough about recent landmark rulings to write an opinion piece for a legal expert. If logistics is your niche, you could likely knock out a blog post about the latest trends for a shipping company’s CEO in no time.
Capturing the client’s voice is a different cup of tea, though. To be a good ghostwriter, you have to have empathy, put yourself in the client’s metaphorical shoes and walk around in them for a while. Just like a chameleon changes color to blend in, you need to take on the client’s persona and perspective. The bottom line is that whatever you are writing, it must sound like something that could have come from their mouth or keyboard.
Get (and Craft) the Message
Executives who use ghostwriters are busy people. Nonetheless, it is important to arrange a phone or video call to learn their voice. Email just doesn’t cut it. Ahead of the meeting, you should have received information about the brief: what will you be writing, what is the topic, how long should the piece be, and when is the deadline?
The call is the time to listen and ask questions. If possible, ask to record the meeting. If that’s not an option, make sure that you take copious notes and sum up what they have said before the call ends to make sure you have understood properly. Be curious and dig deep to learn more about their opinions and outlooks. Ask if there are any words or phrases that the client does not want you to use.
After the call, you can identify themes and consider how to structure the piece. And then it’s time to write. Think about the wording the client might use. Would they use longer or shorter sentences? Would they inject humor or keep things prim and proper? If it’s a speech or narrative piece, you should also read the copy aloud to see if it ‘sounds’ like the client. Once you have submitted your work, it is not unusual for the client to change things here and there. That is part of the process of creating copy that the client can literally put their name to.
If this sounds fun, you might be wondering how to land your first project. As with translation, it’s all about building your brand. An excellent way to begin is to author well-written articles in your specialist field (for the above examples, perhaps an essay on the impact of a ruling on contractual law or a blog post on the top 10 logistics trends in 2021). Nowadays, anybody can showcase their writing on LinkedIn and platforms like Medium, but you should also consider pitching to magazines in your area of specialization.
Don’t forget the importance of word of mouth, either: add the phrase ‘ghostwriter’ to your social media profiles and consider creating a separate page on your website dedicated to ghostwriting.
If this sounds interesting, try and take one small step today. I’m sure it won’t come back to haunt you later.
Abigail Dahlberg is a German-English translator and writer specializing in environmental issues, primarily recycling and waste management. She has completed a number of ghostwriting projects (but she can’t tell you who for!). After completing an MA in Translation in 2001, she worked as a staff translator in Germany before relocating to Kansas City and launching a freelance business in 2005.
Over the past 15 years, she has helped dozens of direct clients in Germany, Austria, and Switzerland communicate with an English-speaking audience via her business, Greener Words. You can reach Abigail by emailing her at email@example.com or visiting www.greenerwords.com.