Many executives know they should be visible on LinkedIn and still are not. The reason is rarely a lack of ideas. It is a lack of time, and the discomfort of writing about yourself.
Ghostwriting solves both. It is also widely misunderstood, so here is how it actually works.
What ghostwriting is
A ghostwriter writes in your voice, from your ideas, for you to publish under your name. The thinking is yours. The writer’s job is to turn it into clear, readable posts and articles without losing how you sound.
This is a normal practice. Leaders have long relied on writers for speeches, opinion pieces and books. LinkedIn is the same arrangement on a smaller scale.
How the process runs
- A voice interview. A conversation about your views, your stories and how you speak. A good ghostwriter listens for your phrases, your rhythm and the examples you reach for.
- An ideas bank. A list of topics and angles drawn from that conversation, for you to approve before anything is written.
- Drafts. Each post or article is written from those ideas, using your own examples and opinions.
- Your review. You edit and comment. The writer revises until it reads like you.
- Publishing. Formatting and scheduling, so it goes out when it should.
What you need to provide
Ghostwriting does not work as a way to avoid thinking. You need to give the writer your opinions, your stories and a regular slot for review. Thirty minutes a week is often enough. If you cannot commit even that, the content will drift away from you and it will show.
How to keep it sounding like you
- Share things you have already written or said: emails, speeches, interview recordings.
- Say what you disagree with in your industry. Strong opinions are easy to recognise as yours.
- Cut anything you would never say aloud. Corporate language is the quickest way to lose your voice.
- Tell the writer when a draft is wrong and why. Each correction makes the next draft better.
How often to post
Consistency matters more than frequency. For most executives, one strong post or article a week, kept up for several months, builds a recognisable presence. Posting daily for two weeks and then stopping does the opposite.
Common mistakes
- Writing about the company when readers want to hear from the person.
- Posting only announcements and awards.
- Skipping the review stage because it feels like extra work.
- Changing topics every week so no theme builds.
If you want writing support behind your name, see my ghostwriting service, or book a 30 minute consultation and we can talk through what it would look like for you.