Problems abound when clients ask their thought leadership ghostwriters to cross this line.
The thought leadership ghostwriting process seems so simple.
A ghostwriter works with a client to think through the client’s ideas about a particular topic, helps frame the topic, and pulls out valuable knowledge, wisdom, and insights about the topic from the client during a live conversation.
Then, the ghostwriter gets to work assembling those ideas and creating a well-written piece of content that conveys those ideas persuasively and coherently.
But sometimes, a client asks the ghostwriter to supply the substance of the thought leadership content. The client asks the ghostwriter to write the first draft based on their ideas and research instead of the client’s.
When this happens, the first draft is unlikely to be what the client is looking for. That’s because it’s probably going to lack the client’s knowledge, wisdom, insights, perspective, and views of the world because it rests on the ghostwriter’s views of the topic and the world based on their research instead of resting on the client’s views.
Thus, this request breaks the ghostwriting process. Here’s why the request should be rejected at all costs.
First, it slows down the process
The ghostwriter will have to conduct independent research and spend time getting comfortable with, and wrestling with, topics they’re not familiar with. They’ll likely struggle to connect the dots in their draft. This will slow down how quickly they can turn around a first draft.
After receiving a draft they’re unlikely to be thrilled with—because it probably won’t reflect their views of the topic or discuss the topic the way they would have—the client is going to get involved in the writing process. This will further slow down the process because the client will need to find time to work on the document.
Second, it puts more work on the client’s plate
The whole point of ghostwriting is for the client to convey their thoughts and ideas to the ghostwriter, who then takes those ideas and concepts and assembles them into a persuasive and coherent piece of writing.
The article will reflect the client’s thoughts because the client discussed them with the ghostwriter, and should reflect the client’s writing style. There shouldn’t be much for the client to do besides review the draft and make small tweaks.
But if the client asked the ghostwriter to develop the substance, and the client thinks the article needs significant work, the client will need to roll up their sleeves and spend time making changes. That will put more work on the client’s plate, which, by the way, is the opposite of what they were hoping to do by hiring a ghostwriter in the first place.
Third, the client will be dissatisfied with the process
When clients ask ghostwriters to do the heavy lifting on the substance of a piece of thought leadership content, it’s going to increase the client’s dissatisfaction with the process.
When a ghostwriting relationship is firing on all cylinders, it’s a beautiful thing.
Clients can consistently produce thought leadership, with the help of a ghostwriter, that communicates exactly what the client wants to communicate. The content will convey the knowledge, wisdom, and insights they have—in their own words and in their own style.
A client should only be involved briefly in the beginning (to discuss their views) and briefly at the end (to review a draft). When they’re happy with the end product, they tend to be thrilled with the process.
But when a client puts the burden of coming up with the majority of the substance on a ghostwriter, and they have to spend time making changes to the drafts, they’re going to be inevitably frustrated by the process. This frustration could very well lead to them not using a ghostwriter in the future—which could be a problem . . .
Fourth, it will negatively impact a client’s ability to market themselves
The truth is that few professional services providers, like attorneys, can become prolific thought leadership creators on their own. It’s tough to consistently create content while balancing the substantive client work they do as part of their day jobs, along with all of the other responsibilities they have as spouses, parents, or simply adults.
The most prolific thought leadership writers often rely on their colleagues to assist them. That’s why you see so many pieces of content co-authored by colleagues at a professional services firm. Or, they rely on ghostwriters and keep the byline for themselves.
But if a client gets frustrated with the ghostwriting process because they want the ghostwriter to do the heavy lifting and supply the substance of the thought leadership content, the client isn’t going to want to produce more content.
The reason why they connected with a thought leadership ghostwriter in the first place was because they most likely don’t regularly have time to produce thought leadership on their own. So when they abandon a thought leadership program because they weren’t happy with their experience using a ghostwriter, they’re going to stifle their ability to market themselves, to build their authority, and to eventually generate business because they’re unlikely to suddenly find time to produce thought leadership on their own.
Winning thought leadership programs are fueled by clients’ thoughts
To be sure, there will be times when clients ask ghostwriters to fill in substantive information on top of the thoughts the clients are providing.
For example, a client might ask a ghostwriter to find some research or survey results that support the overall point the client is trying to make. Or, a client might ask a ghostwriter to review and then objectively discuss information related to the topic at hand, such as news reports or the text of a new piece of legislation.
But when clients rely on ghostwriters to provide the substance of what will become a piece of thought leadership content, they break the ghostwriting process, which causes short-term issues such as delays and frustration.
More concerning, breaking the ghostwriting process causes long-term issues, such as clients not wanting to pursue a thought leadership strategy, which will come back to haunt them down the road when they have trouble building their authority and generating business.
Thinking about bringing on an outside writer to help your law firm strategize and create compelling thought-leadership marketing and business development content? Click here to schedule a 30-minute Content Strategy Audit to learn if collaborating with an outside writer is the right move for you and your firm.