A lot of other ghostwriters are asking me, “Is ghostwriting dead?”

I even got a message from someone asking if I thought there were any clients out there for him.

First off, they should have asked that question before they became a ghostwriter. But it’s a good question nonetheless.

Why do they ask it?

• A saturated market

• AI is getting better and better

Honestly, this isn’t just a problem with ghostwriting - it’s true for many roles within marketing and branding. Video marketers, content strategists, and personal branding coaches all have the same problem.

They all work within markets that have low barriers of entry. With more and more AI tools that help assist with content creation, everyone is jumping in.

Okay, so is ghostwriting dead?

No. And here’s why:

• Many people will just jump to the next thing after 6 months (example: AI consulting).

• Many can’t handle the fierce competition when a market becomes saturated so they quit.

• Many can’t handle the unstable income and so they go back to their 9-5 jobs.

So, things start to shake out.

But let’s say you’re really committed to this thing. How can you be one of those on top? Here are 6 keys you’re going to have to grasp if you want to survive:

Tip #1: Position Yourself as a Content Expert

If you’re just handing clients content, you’re done. You need to be the expert on content creation and marketing, specific to your channel (X, LinkedIn, etc.). You should not only understand the science and art of writing high-quality content that drives traffic, but also how each piece of content impacts the marketing/sales funnel.

Understand:

• Lead magnets

• Resources

• Pitch decks

• Offer sheets

• Long-form content

Tip #2: Increase value to organizations, not just individuals.

Personal brands are most effective when implemented by C-suite executives, marketing teams, and sales teams, not just one founder.

Why? More conversions. You need to provide organizational value, not just “writing for one person.”

Tip #3: Diversify Your Offer

Don’t just come up with 1-2 ghostwriting packages. Include:

• 1-1 coaching

• A self-guided course

• Workshops and group cohorts

• Additional content packaging/creation

Also, you should also have a 5-year plan.

Are you going to be a ghostwriter forever? Where is this ultimately leading for you?

Tip #4: Become Elite with AI

If you aren’t using ANY AI, quit now. Move beyond ChatGPT. While I use it every day, I’ve become familiar with a broad variety of tools. Start experimenting with Claude and Perplexity. Get familiar with Copilot.

If you don’t, you’ll fall behind and AI will definitely replace you because you haven’t kept up with it.

Tip #5: Differentiate Yourself from the Competition

Everyone is saying the same thing: “I help you build authority and thought leadership.” I get it. That’s what we do. But you need to have something that helps you stand out from everyone else:

• Your niche

• Your beard

• Your positioning

• Your branding

• Your personality

It has to set you apart from the competition.

If your brand could be recognizable by one thing (other than your service), what would it be? For me, that became my beard. I didn’t plan it. It happened and I leveraged it.

Tip #6: Social Proof is Key

Case studies and testimonials are your best friends. I now have 2 clients who have been with me for more than a year. There’s a reason for that—it speaks volumes. Always have 2-3 solid case studies to hand to potential clients that show your true value. Anyone can put “ghostwriter” on their LinkedIn profile. Not everyone can build a powerhouse personal brand or generate highly qualified leads.

Overall, I hope that either encourages you to keep going on your content creation journey, or you decide to not waste your time at all and move to greener pastures.

I’m quite optimistic about ghostwriting and content creation services in the future. But you have to stay ahead of the curve and focus on your positioning.

Tips from JFK’s Ghostwriter: Ted Sorensen

Ted Sorensen, best known for ghostwriting "Profiles in Courage" for John F. Kennedy, offers great lessons for ghostwriters and content marketers. His ability to seamlessly blend with Kennedy's voice and convey powerful messages can inspire us to enhance our craft.

Sorensen’s success came from a few core principles that we can apply to social media ghostwriting and content marketing:

1. Sorensen made Kennedy’s words his own. This means getting to know your client's tone and style inside out. Study their past posts, public appearances, and interviews to nail that authentic feel.

2. Sorensen was well-versed in politics and Kennedy's viewpoints. Immerse yourself in your client's industry. The more you know, the more credible and insightful your content will be.

3. He turned political ideas into engaging narratives. Focus on creating stories that resonate with your audience and reflect your client's brand.

Sorensen was well known for the confidentiality and trust he built with his clients. Do the same and the referrals will never end.

Ancient Ghostwriters: Disciples and Their Masters

In the ancient world, disciples often acted as "ghostwriters" for their mentors, writing works in their names to spread their teachings. Take Plato, for instance. He wrote down the ideas of his teacher, Socrates, using dialogues to capture Socrates' philosophical style and method. This way, even though Socrates never wrote anything himself, his thoughts lived on.

Aristotle's students did something similar. They compiled his lectures into texts, making sure his teachings were preserved and passed down. Confucius’s followers also documented his sayings in the "Analects," keeping his wisdom alive for future generations.

These ancient practices show that ghostwriting isn't a new concept. It's been around for ages, helping to share and preserve the ideas of great minds.

To Make You Laugh

How can I help you?

Perhaps you’re reading this wondering if your business is going to survive, or that your business is missing crucial content to drive more conversions.

I offer 1-1 coaching sessions and ghostwriting services.

If you’re interested in learning more, let’s chat!