Nicolas Cole argues ghostwriters should stop selling writing and start selling problem-solving. Like an HVAC technician who fixes a broken system, not just provides a service, ghostwriters need to identify a client's business problem, show how to solve it, and position their work as the solution.
Nobody needs a ghostwriter. Nobody wakes up in the morning and goes, "I'm so excited to find someone to pay every month. What an exciting day." No one wakes up and thinks that. What they want is to solve a problem in their business. You just happen to call yourself a ghostwriter. You just happen to be solving it via writing. You are not selling writing services. What you are doing is you are educating clients on a problem in their business and explaining to them how to remove that problem. And then they go, "Great, I would really like to remove this problem. Do you know anyone who can help me?" And you go, 'Yes, this is what I specialize in. My business is I remove this problem.' The value you're providing is removing a problem. I don't wake up in the morning and go, 'Wow, I can't wait to call my HVAC technician,' but I wake up in the morning and go, 'Hey, my AC isn't working. I need to solve that problem. I better call an HVAC technician.' It's all about solving problems.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
