Nicolas Cole argues that most founders don't have truly distinct voices; they're aiming for the same thing: clear, confident, articulate. The content itself isn't unique either. A health-supplement company makes the same claims as every other one. What matters is nailing that shared tone.
People think that information is exclusive—only one person can think one thing—and that's not true. And clients think that their voice is unique and special, and that's also usually not true. And a very easy example would be, pretend that you're ghostwriting for like a health and wellness supplement company, and their supplement helps people lose weight. Can you write about all of the benefits of losing weight? Well, yeah, of course you can, and you should, even though every other company on planet Earth is probably saying the exact same thing. So, like, information is not exclusive. And the founder of that company, is their voice actually unique and special and different? The vast majority of the time, probably not. They just want to be articulate and confident and thoughtful and maybe a tad thought-provoking. It's the same voice for everybody. That was one of the biggest insights I had ghostwriting for so many different people. Everyone just wants to sound articulate and confident, and there's nothing wrong with that.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
