In the second part of our #ContentChat series on ghostwriting, we talked with Brett Pucino (@BPucino) on the ins and outs of being a freelance ghostwriter. If you missed the first chat, check out the recap of the in-house ghostwriter edition.
Q1: For those not familiar with it, what is freelance ghostwriting? What kind of things are you writing, and for whom?
Freelance ghostwriting is when you write content that appears under a client’s name, typically for executives or public figures.
A1: Freelance ghostwriting is anytime you write for a client that puts their own name on the piece (or that of someone in the company). What you write depends on the client and how involved the named person is in content creation varies #ContentChat
— Kristen Hicks (@atxcopywriter) August 20, 2018
A1: Freelance Ghostwriting is writing content for someone else, but working for yourself. I write anything from blog posts to memoirs. Clients vary. Web content clients are biz execs or entrepreneurs. Book clients are usually politicians, biz or spiritual leaders #ContentChat
— Brett Pucino (@BPucino) August 20, 2018
A1: There are many different intangibles, but essentially, someone doesn’t have time to write something really good (or detailed), so hires someone else to capture his or her voice and put it in print or online. #ContentChat pic.twitter.com/Zrl46PwH0o
— Shawn Paul Wood (@ShawnPaulWood) August 20, 2018
A1. I personally freelance ghostwrite blogs and articles for several customers including an orthodontist, a business coach, someone in the wellness space, & a neurosurgeon (scary huh?) 🙂 #ContentChat
— Christina Hager (@ChristinaMHager) August 20, 2018
Freelance ghostwriting happens for pretty much every type of content you can think of.
A1: As a freelance ghostwriter, I’ve written blog posts, e-books, presentations, online courses and social media content for a range of execs and industries. #ContentChat https://t.co/n20Al05GXY
— Erika Heald | Marketing Consultant (@SFerika) August 20, 2018
A1: Freelance ghostwriting is white-labeled content creation for blogs, websites, articles, white papers, and other content venues where your writing is attributed and credited to a different author. #ContentChat
— Jacques Bouchard (@jacquesbouchard) August 20, 2018
Q2: What about ghostwriting for thought leadership? What does that sort of engagement look like, and how does it differ from other ghostwriting?
Thought leadership requires the bylined author to spend some time with their ghostwriter.
A2 I think it’s similar. You need to spend time with the exec you are writing on behalf of, if only to capture their thoughts and voice. But you’re doing essentially the same ghostwriting, albeit it’s directly on their behalf. #contentchat
— Brad Marley (@bradmarley) August 20, 2018
A2: Where other types of ghostwriting can be done with minimal input or direction if needed, thought leadership requires the bylined author have a point of view and be more involved in crafting the narrative. #ContentChat https://t.co/lQ4kAux7Wy
— Erika Heald | Marketing Consultant (@SFerika) August 20, 2018
A2b: Ghostwriting can’t be thought leadership if the leader and their thoughts are not the core of the piece. Too often, executives are “too busy” and leave the source calls to other staff. The end result to me is just content not thought leadership. #ContentChat https://t.co/GJnCxxGoQQ
— Erika Heald | Marketing Consultant (@SFerika) August 20, 2018
Thought leadership content requires your bylined author to have a passion for their unique point of view, and be able to infuse the ghostwriter with it.
A2: Executives need to know you understand their points AND passion. If you don’t “get” both, you won’t “get” the job. It’s a more comprehensive interview because shareholders or stakeholders are always involved. #ContentChat
— Shawn Paul Wood (@ShawnPaulWood) August 20, 2018
Thought leadership ghostwriting requires the writer to be an expert at helping the bylined author articulate their unique point of view on a topic.
A2 pt1: With thought leadership clients, I focus strictly on the client’s subject matter expertise. This differs from memoir writing, where capturing a client’s personal characteristics and telling a good story matter most #Contentchat
— Brett Pucino (@BPucino) August 20, 2018
A2 pt2: A main focus with thought leadership is keeping the client focused on their specific realm of knowledge. A main focus with memoirs is keeping the client focused on life experiences readers will find interesting. #ContentChat
— Brett Pucino (@BPucino) August 20, 2018
Q3: OK, you’re getting ready kickoff a ghostwriting project. What’s the perfect agenda/sourcing questions list for that initial call?
Before your kickoff call, do enough research that you can go deep with your sourcing questions.
A4: You want to do enough initial research into the topic to know the best questions to ask – but be willing to change the direction of the call if your source’s insights reveal a new direction worth taking #ContentChat
— Kristen Hicks (@atxcopywriter) August 20, 2018
At the start of your kickoff call, hit pause and make time for some personal banter to make your bylined author comfortable.
A3 pt1: So I like to start by not starting – ideally 10-15 minutes of focused rapport-building. Learning more about them, sharing things about myself etc. This helps the client get comfortable before the interview and also helps me get a feel for their voice #contentchat
— Brett Pucino (@BPucino) August 20, 2018
Some tough questions to consider:
A3: Start by asking what is the main point you want to get across. And don’t let them give you 3 main points. Just one. Then dive into the elements that support that point, resources to quote/not quote, and the reader’s next step. #ContentChat https://t.co/SRRjnvMQ3p
— Erika Heald | Marketing Consultant (@SFerika) August 20, 2018
Yes!! I love this question. It’s usually that they are too busy or think they’re a bad writer. This will help you figure out how to best manage them as a subject matter expert moving forward. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) August 20, 2018
A good, honest answer to this question will get the relationship started on the right path. #contechat A bad one is a Warning.
— Ken Gordon (@quickmuse) August 20, 2018
Don’t forget to use the kickoff to define the scope and set expectations.
A3: For me, step one is to understand the scope of the project and set expectations. Many clients don’t realize that rounds of revisions must be built into the timeline, or that they may be needed to provide context and information as well. It’s not plug and play. #ContentChat
— Jacques Bouchard (@jacquesbouchard) August 20, 2018
Q3: OK, you’re getting ready kickoff a ghostwriting project. What’s the perfect agenda/sourcing questions list for that initial call? #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) August 20, 2018
Ask open-ended questions that compel your bylined author to get into their specific point of view.
A3 pt 2: it’s hard to list specific questions since it really depends on the client. I do use some templates though.
“tell me about X”
“What do you think of X?”
“ Why is X important to you?”
“ What do you want your audience to know about X?” #ContentChat— Brett Pucino (@BPucino) August 20, 2018
Q4: Do you find that once you start ghostwriting thought leadership content for a client, they start expecting you to start creating content without their involvement? If so, how do you respond?
You need to determine what’s comfortable for you and stand your ground on the level of involvement you need.
A4: All. The. Time. But I reiterate the importance of their involvement in making it be actual thought leadership and not just content. That said, they can give me less upfront to get started and I know how to prompt them for the tidbits to make the piece their own. #ContentChat https://t.co/Xd1aql14af
— Erika Heald | Marketing Consultant (@SFerika) August 20, 2018
A4: I’ve personally never had this happen, and I don’t think I’d be comfortable with the client not being involved at all. With that being said, I do have systems in place that allow the client to be less involved the longer we work together #ContentChat
— Brett Pucino (@BPucino) August 20, 2018
Q5: You’ve spent weeks working on revision after revision on a piece of ghostwritten content, and then it gets killed. Now what? Do you try to rework that content for the client later? Can you reuse it for yourself?
Ghostwritten content is typically the property of the client—whether or not they publish it.
A5 pt 1: Unfortunately, the content is useless if the client who commissioned said content no longer wants it. Standard Ghostwriter contracts include a non-disclosure agreement and signing away of intellectual property rights to the client. #ContentChat
— Brett Pucino (@BPucino) August 20, 2018
A5 this stinks and hasn’t happened to me yet. I’m dreading the day! Unfortunately there is really nothing you can do with it though. I’d hope you could re-work it for them for something later though… #contentchat
— Christina Hager (@ChristinaMHager) August 20, 2018
A5: It depends on the client, if they feel they “own” it, and if the piece is relevant to you. But killed or not, I try to create things that have legs, and will serve other purposes for me in the future in some way. #ContentChat
— Jacques Bouchard (@jacquesbouchard) August 20, 2018
To make sure you’re paid even if content gets killed, require a deposit upfront.
A5 pt 2: best way to avoid this as a freelance Ghostwriter ( or any freelancer for that matter ) is through upfront deposits. A client is much less likely to bail on content once they’ve made a payment. #ContentChat
— Brett Pucino (@BPucino) August 20, 2018
I would be more concerned with getting paid than having the work not be used. As long as I get the agreed upon $$, I’m not usually too concerned about what happens to the piece #contentchat
— Kristen Hicks (@atxcopywriter) August 20, 2018
Q6: How do pull a solid story out of a busy client so your ghostwritten content reflects their experience and voice, versus just being your voice and content with their name slapped on it?
Directly ask your bylined author to share anecdotes and personal stories that relate to the topic.
A6: Ask them to share an anecdote or example of their topic in action in their professional life. Whenever possible, record the interview call and use their same language/phrases. #ContentChat https://t.co/6iAZKH7Pox
— Erika Heald | Marketing Consultant (@SFerika) August 20, 2018
Ask the client to commit to a set amount of time upfront to get the ball rolling on their content.
A6 pt 1: When I start working with a client, I tell them upfront that the first few interviews will be intensive. Usually an hour each. Then I try to have them commit to a weekly time they can answer written questions based on a given topic #ContentChat
— Brett Pucino (@BPucino) August 20, 2018
A6 pt 2: It’s important that the client understand this is more of a collaborative effort rather than “outsourcing”. That means there is a certain consistent time commitment necessary to get the most ROI out of working with a Ghostwriter #ContentChat
— Brett Pucino (@BPucino) August 20, 2018
Q7: Are there times when you’ve said no to ghostwriting something, or wish that you had?
Sometimes we all get stuck with a ghostwriting project that we wish we hadn’t.
A7: Luckily, I can only remember one project I truly regret taking in 7+ years . The did a bait-and-switch in regards to expectations after we had agreed upon rates, but it was still good money for me at the time, so I sold a bit of my soul and sucked it up #ContentChat
— Brett Pucino (@BPucino) August 20, 2018
A7 (part 2) : For real, though, if it’s out of my comfort zone, I may refer it to a colleague.
And yes, I’ve taken projects that ended up making me want to tear my hair out… #contentchat pic.twitter.com/6UNiAuCVvA
— Michelle Garrett (@PRisUs) August 20, 2018
It’s helpful to set parameters around what type of subject matter you will or won’t ghostwrite.
A7: I don’t take on ghostwriting projects if it’s in my field of expertise or if the pay is too low for the exposure the exec will receive with the piece. #ContentChat https://t.co/CgMrAPPOfS
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) August 20, 2018
A7: Yup. I am learning where my boundaries are, which every ghostwriter must do! #ContentChat https://t.co/NZWq2yEPxw
— Erika Heald | Marketing Consultant (@SFerika) August 20, 2018
Q8: What are some things you wish you knew when you were starting out as a ghostwriter?
It’s important to learn how to make your interview subjects feel comfortable and relaxed so they are more receptive to your questions.
A8 pt 1: how to make people comfortable before being interviewed. My mentor ( whom I met in 2013 in a LinkedIn group) is excellent at this. Speaking of mentors, I wish I knew where to find one when I first started #ContentChat
— Brett Pucino (@BPucino) August 20, 2018
A mentor can help you improve your ghostwriting.
A8 pt 2: With the present-day social media landscape, professional Facebook groups have become the best place to find a potential mentor. Searching for ghostwriters on Twitter and building relationships with them also works. Both take time #ContentChat
— Brett Pucino (@BPucino) August 20, 2018
You can—and should—negotiate for a shared byline when you are doing a lot of heavy lifting in a piece.
A8 You can negotiate for a shared byline. You *can* do it. But you need to win trust, and to be such a damned good writer that your SME becomes dependent on your prose! #ContentChat
— Ken Gordon (@quickmuse) August 20, 2018
It’s helpful to ask your interview subjects to share their hobbies, to add some personality to their content.
A8 You can learn a lot about the person you’re writing on behalf of by asking them what they read and do for fun when they’re not working. That type of information often works its way into the copy, and I think they appreciate that nuance. #contentchat
— Brad Marley (@bradmarley) August 20, 2018
Ask for at least some of the payment upfront to avoid being stiffed on your invoice.
A8: I never used to charge up front. Now, as others have described, I like to bill in 2-3 payments, esp for bigger projects. #contentchat
— Michelle Garrett (@PRisUs) August 20, 2018
Use a grammar/proofreading plug-in to improve your written work.
A8: I wish I knew about some of these browser plug-ins that help you with grammar. ( not sure if I should plug the one I use so delete if not appropriate) @Grammarly #contentchat
— Bren Haas (@BrenHaas) August 20, 2018
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