Ghostwriters work with two client types: brand clients who want long-term thought leadership and audience growth without obsessing over metrics, and direct-response clients who track every lead and conversion. Cole says brand clients are easier to work with and more rewarding.
In ghostwriting, you end up working with two different types of clients. You have brand clients, people that aren't as concerned with metrics. I'll say it that way. They're not people who want to run Facebook ads and go, I spend $5, I expect to make $10. Brand clients are more interested in high-level thought leadership. They understand default assumption. If I create content on social platforms, more good things happen. If I collect more email addresses, more good things happen. If I have more people on my newsletter, more good things happen. I don't need math to tell me that it's a good idea to create content on the internet or to capture email addresses. And there are a lot of business owners who fall into that category. The other type of client is one that is the opposite of that. They are very direct response marketing focused. If I'm going to create 14 pieces of content in a week, how many leads am I generating? How many of those leads convert into customers? They hyper-obsess over those types of metrics. You can do that. It is just a lot harder. Those are the two types of clients that you're going to inevitably interact with. My recommendation to everyone is I would lean more on the brand side because I think it's a significantly easier outcome to generate. You're not doing it, I help you do it.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
