If you’re not a writer, then the word ghostwriting may be one which excites your imagination with dreams of adventure, intrigue, or an untold story.
If you are a writer, then that doesn’t mean that you don’t need someone to ghostwrite for you.
Whichever camp you fall in, if your website needs new material on a regular basis, then you should at least consider getting some help.
Did you know that many famous people use ghostwriters?
Where do you you think they got the time to write their autobiographies while they were starring in movies, winning medals in the Olympics, or building billion dollar businesses?
How to Choose a Ghostwriter
It wasn’t because they never slept.
It was because they used a ghostwriter.
You don’t need to be famous
You don’t need to be famous to use a ghostwriter.
The fact is that there are a lot of people just like you who depend upon them every day.
The difference is that they ask them to write about “ordinary” things.
They don’t ask them to write books about how they narrowly escaped a school of piranhas while canoeing on the Amazon River, or how they unmasked a mole in the British Secret Service, or why a particular conspiracy theory is wrong and how they discovered what really happened.
Instead, they ask them to write about issues that their prospects and customers care about.
In the online world, we refer to it as content.
Content can be anything.
It can be words, pictures, audio, video, or some combination of some or all of them.
It’s the content, however, that people find when they search for something on the Internet.
If you have a blog, then you need a lot of it just to get noticed and, if you intend to monetize your website, then you need an eight-lane highway of traffic that comes to it every day.
It gets worse.
Great isn’t good enough
Anyone with sufficient personal discipline and determination can crank out a couple thousand words a day.
By itself, that’s not enough.
Your content has to be fabulous.
Good doesn’t cut it anymore.
Anything you put on your blog today has to be ten times better than what your visitors are going to find anywhere else.
Because the quality of what you post must stand out just to be seen.
Let’s think of an example.
I like examples.
They help us to understand principles.
Suppose you own a red car.
One day you decide to go away for the weekend.
Your hotel is on an island where there are no cars.
Instead, there’s a passenger ferry that will take you from the parking lot to the island.
The ferry leaves at 10:00 pm.
By the time you get to the parking lot, it’s already dark.
And it’s not very well lit.
You park your car, get your suitcases out, and then as you walk away press your key fob to lock your vehicle.
When you get to the ferry terminal, you encounter hundreds of other guests.
The weekend is uneventful.
As Monday is a public holiday, the ferry brings you back at 3:00 pm that afternoon.
As you approach the parking lot, you’re struck by something.
It stops you in your tracks.
The parking lot has hundreds of cars in it, and most of them are red.
How do you find your car?
There are no signs that distinguish one row from the next.
You’re faced with acres of red cars.
If the content on your website isn’t ten times better than anything else in your niche, then it will be like a red car in a parking lot that’s filled with red cars.
The same thing goes for sales letters, ebooks, email campaigns – anything that you either make available to visitors or send directly to your subscribers.
Cheap writers are a disaster
Maybe the thought of paying a writer anything like real money frightens you.
What should terrify you is relying on the material of those who are cheap.
If you have a business, then you have to keep an eye on your costs; but that doesn’t mean that you buy the cheapest thing you can find.
Instead it means that you make sure that you get value for money.
There’s something else.
The quality of your content is a direct reflection on the level of your expertise
Maybe you hadn’t really thought about it like this.
Think about your own experience.
When you see something with a lot of mistakes in it, don’t you wonder about the integrity of the quality control?
Suppose you went into a restaurant.
You’re shown to your table.
There’s a fresh, pressed white tablecloth on it.
It exudes quality.
There are a few well-chosen cut flowers in a vase on your table, and when the waitress comes over to give you the menu, she deftly lights the candle.
She smiles, and then says she’ll be back in a few minutes to take your order.
What would you think if when you opened the menu, you found a lot of prices carelessly crossed out and new prices scribbled next to them?
What would you think if some of the menu items had wiggly lines drawn through them indicating that whoever did it was too lazy to use a ruler?
And what would you think if when the waitress did return, instead of apologizing for the fact that some kid had obviously played a practical joke on the restaurant she said, “Oh yea. Well we’re having new menus printed, but they’re not here yet.”?
Wouldn’t you wonder what else wasn’t quite right?
Wouldn’t you begin to imagine that maybe things weren’t what they should be in the kitchen, for example?
Cheap writers don’t care about quality.
All they care about is volume.
They can’t afford to think about anything else.
They have to crank out the same bland, generic material day in and day out in order to keep their prices low.
What they won’t do, however, is take the time that’s necessary to produce content that’s ten times better than your competitors.
The very best content takes a lot of research, thought, and craftsmanship.
And here’s something else for you to think about.
Even if you write well yourself, if you’re running a business that does anything else, then you probably should use a ghostwriter.
That’s because you need to spend your time on creating the things that people buy.
We call that core business.
Core business is what people pay you for.
You should be spending as much time on it as you can.
Any time you spend on something else takes time away from earning money.
If you have a writing business, then you should do your own writing when you can.
After all, that’s your product.
If, however, you sell anything else, then you should use a ghostwriter.
Suppose you’re a medical doctor.
You work in a practice.
You see patients all day long.
You prescribe medication, order x-rays and blood tests.
Then your car breaks down.
Even if you have the mechanical skill to work on the cars that are manufactured today, do you really think that it’s the best use of your time to try to fix it?
Is it worth it to buy the special tools that are needed for that job?
To look at this another way, is it worth it to do $100 per hour work when you could be doing $1,000 or $10,000 per hour work?
That’s what you’re doing when you spend your time on ancillary activities.
If your business isn’t writing, then your time is better spent on what your business is about.
Give the responsibility for writing to someone whose core business is writing.
Do you hate writing?
If you’re like most people, then you hate writing.
That alone will make the struggle to create fabulous content for your website much more difficult.
That’s because it’s incredibly hard to put your heart into doing something that you hate.
It’s much easier to procrastinate; to put it off, and to keep putting it off for as long as possible.
You can admit all day long that you need to have an abundance of phantasmagorical content on your site, but if you don’t publish it, then you might as well deny that the Internet exists at all.
The results will be the same.
No one will know you’re there.
How much content did you publish on your website last week?
Do a little self-reflection.
How much content did you publish on your website or send to your prospects and customers last week that was ten times better than your competitors?
Ten thousand words?
Five thousand words?
One thousand words?
The proof of the pudding, as the saying goes, is in the eating.
If there’s no pudding, then there’s no eating of it.
And if you’re not creating content that stands out and doing it on a regular basis, then Google’s bots are going to bypass your website just like a highway that bypasses all those small towns in America.
It’ll be so quiet on your website that you’ll be able to hear the tumbleweed as it blows across your screen.
What’s it going to be?
So you have three choices.
You can try to create all of your own content.
You could find someone whose second language is English, and who charges a few dollars for content that needs to be edited and polished anyway.
Or, you could get someone whose core business is writing.
It’s up to you.