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5 Steps to Targeting Your Marketing Message
In order to win at the game of business, a company needs a good plan. This can be done in-house, with a marketing consultant, or with a marketing firm. Here are five steps to developing and implementing a good marketing message: 1. Determine your...
All Hits Are Not Created Equal
After all the debate over website design, shopping carts and credit card processors, every website owner eventually comes to the startling realization that they need one more thing to survive - website traffic! Without website traffic it's the same...
Five Reasons You Should Market Online
If you’ve got a website you’ll need to let the world know about it. This is called internet marketing. Believe me, it wasn’t too long ago that I didn’t know a single thing about this concept. However, ever since I committed myself to learning about...
Handsome Dividends
So you followed our advice and went to all the work to build your own website, and now it's up and running. You put a hit counter on the site, and are dismayed at the number of visitors who visit. Aside from your personal hits when you check the...
Personal Profile Of The Week: Terry Dean
Terry Dean is one of the most well known Internet marketers and consultants for small businesses. His Netbreakthroughs.com membership site is the only one to show exact ad results of everything he does online...and breaks through all the hype...
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What a Ghostwriter Can Do for You
What a Ghostwriter Can Do for You. Trust and credibility are vital in creating consumer confidence. Promotional books and articles with your byline are the best kind of confidence-building free publicity, producing results rivaling those of standard advertising. If you’re a business owner whose marketing plans include publication or a Web presence, an experienced professional ghostwriter can help you focus on your subject, organize your ideas, and then write persuasively to your target audience.
Do you ever have red-hot ideas for articles, books or a website, but never get around to doing anything about them? Don’t feel like the Lone Ranger. Even if they could grind out passable copy themselves businesspeople should be doing what they do best…minding the store, not staring at blank sheets of paper!
If that’s you, but you still believe in using the media or your own website to build your business, consider hiring a professional ghostwriter.
Or, if you've already written a book, article or webpage and think it’s ready for the publisher or webmaster, think again! A professional copywriter’s objective critique--complete with line edits and grammar, style and consistency checks--can spell the difference between acceptance and rejection.
What Does it Cost?
Ghostwriters’ fees vary. Many charge by the hour, some by the word; still others are paid by the job. Rates may be negotiable, and dividing the charges into multiple payments is usually an option. Most ghostwriters ask clients to sign a contract, make a down payment (typically 50%) and charge a kill fee if the job is cancelled. Clients requesting in-depth consultations may be asked for a retainer. Though not refundable, retainers usually are applied to any project charges.
Whatever the cost, it’s worth it if you get good results. People like doing business with trusted experts. Being published in local or national media--or your own industry’s press--is the best kind of free publicity, and automatically separates you from the competition. As a marketing technique, promotional articles with your byline can produce results rivaling those of standard advertising. The exposure can persuade new customers to try your products and services, and reinforce your reputation with existing buyers. It can also generate traffic to your website and convince local journalists to call you when they need an expert news source or high-profile interview subject.
Talk about building your
reputation and boosting your credibility! Being published is a great way of telling people what you can do for them. The more often potential customers see your name and read about your business, the more confident they’ll be in buying your products or services.
How Does it Work?
It all begins with a phone call or email inquiry to the ghostwriter or ghostwriters you’ve selected. From there, ghostwriters will typically interview you over the phone and by email (often for free). Let’s say you want an article on “Designing Widgets”…the ghostwriter will need a detailed summary of your ideas to create a series of review drafts, which will go back and forth for your edits and, eventually, your approval. Ghostwriters will work closely with you until the job is done to your satisfaction. Once you’ve signed off on it, they can call their media contacts (or yours) to shop your article.
A book-length project follows the same pattern, but takes longer and costs more—sometimes a lot more. You might want to test the waters with a self-published e-book before plunging into print publishing. E-books can be made available on a website (your own or someone else’s), and have become popular and highly effective marketing tools.
Whatever the job, however, talented, experienced ghostwriters know how to provide value to their clients. At the end of the day, the ideas are all yours and the finished product carries your byline. Articles with free-reprint rights are routinely published in ezines and by websites, both of which can generate results, though you may prefer writing to a local readership.
For example, a financial advisor I work with approached his town's newspaper about writing for them on money matters. His name and reputation earned him a monthly 500-word column. Although he has plenty of ideas, he has a lot more profitable things to do than write. Spending a few minutes a month on the phone with me laying the groundwork for each column is a smart, efficient use of his time. It lets me do my job, while the advisor spends more time where he needs to be: in front of prospects and clients.
Selecting a Ghostwriter – Talent, Versatility
About the Author
Bill Willard, President of Willard Associates, has over 30-years experience providing high-impact written communications to small-business owners and independent professionals. A Phi Beta Kappa and former managing editor, he lives in Clearwater, FL. w.willard3@knology.net
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