Substantiating the Ghost (Writer): Part 1

Most of my blogs here at Content Equals Money have to do with the business of using content to convert, and this one is no different.  However, today I’m going to take a slightly different angle and write about what I really love – writing.  It’s true.  There’s a reason why I’ve chosen to make my living in front of the keyboard; I can’t get enough of words on pages (or screens, as the case may be).  The majority of the writing I do these days is for clients just like yourself – learning more about your business, organization, or cause, and then putting your thoughts and aspirations into words.

Whenever I take on a new client, there is a period of research and development that goes into the process.  For example, at Content Equals Money, we always ask that our clients send us a Voice Document before work begins.  The Voice Document asks a series of questions based off of your business and your ideal client – the idea is to give the writer (whether it is yours truly or another of our trusty staff) an idea of what you want your business to “sound” like in print.

The Not-So-Scary Science of Sound

In essence, the voice document helps us create a voice for your company.  No two companies are alike, either in terms of scope or what they sell, and it’s important that each business get a personalized voice to speak with.  Many people would call what I do for a living ghostwriting – after all, I write the words, and your business is the one that owns them.  However, a ghost to me seems a little too simplistic – after all, ghosts tend to sit in the same place and do the same thing year after year.  From the point of conversion, this is not exactly a plan for success, which could be why you don’t see too many ghost-owned businesses in the modern market.

No, I’m more of a poltergeist writer.  I take on an assignment, and then I haunt your website and industry personally.  The idea is that you don’t know I’m even there – I know your business so well that I sound like I’m a part of it.  I know your lingo, I know your social media style, I know your product.  It might seem a little creepy if it weren’t bringing you so much attention on Google.

Turning Pain into Purchase

No matter what a writer is writing, voice is of the utmost importance.  For a read that takes a more creative approach to the subject, check out Move Beyond Fear: Find and Keep Your Writing Voice in 10 Steps by Sean M. Madden at Problogger.  Obviously, this is more of a literary approach to the subject, but the idea is the same.

Where that article talks about “fear,” I consider it “a lack of knowledge.”  The only thing fearful about writing is trying to tout a company without the proper background.  Customers see through falsity – just like they might see through a ghost.

When I take on a client, the very first place I head is Twitter.  No matter what industry the client is in, there’s no doubt people tweeting up a storm.  If your business sells widgets, you’ll find me hobnobbing with the latest widget news, learning the lingo and the hot-button topics in your industry.  Not only does this give me a chance to learn news and keywords, but I can also follow your ideal customers and learn more about what their concerns and questions are concerning your business.

Twitter gives me up-to-date information about your ideal customer’s pain points.  For a short and inspiring read on how important a pain point is, check out Companies Need to Sell Pain Points, Not Cool Factors at IQS research.  Essentially, a pain point is what your customer wants.  Your customer doesn’t want to buy a widget because it looks cool or you spent years perfecting a widget – they want to buy a widget because they have a problem that only a widget can solve.  It’s not just about marketing your products and services to an audience – it’s marketing those products and services as a direct solution to a direct problem that the audience has.

Social media is only the first step I take to appropriately haunt your business like the poltergeist writer I am.  Stay tuned for tomorrow’s entry on the importance of research.  When I take on your company as a client, I’m dedicated to getting your voice and understanding your customers.  This is the difference between an everyday writer and seasoned content writers – and you’ll notice the difference in your conversion rates and Google ranking.  With Content Equals Money you don’t have to be scared – our results are guaranteed.  Until next time, I’ll be haunting

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Laura Hancock is a co-owner of She has also been a long time writer for us. She writes with a passion for accuracy and flow. While her administrative duties have grown, she is a still a big piece of our content writing services team! Currently pursuing a certification in Technical Writing at the University of Washington. She lives in Seattle. +Laura Hancock

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    1. No problem! I’m glad that you enjoyed the read. And yes – social media is SO important when it comes to content marketing. It’s all but a requirement!
      Laura was just talking about…What Color Hat Do You Wear?My Profile

    2. Thanks for this Laura, interacting and utilizing social media really is crucial.


    1. […] and welcome to the second installment in my series about the merits of ghost writing.  In Substantiating the Ghost (Writer): Part 1, I went over important qualities for your content writing service to have if it’s to properly […]

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