Ghostwriting is a pretty amazing business. On a personal level, you get inside access for conversations with top executives and thought leaders about bleeding-edge topics. But then you have the challenge of translating it to your targeted audience. Some find this intimidating; I find it exhilarating.
Like all jobs, there are some roadblocks outside of the core goal. (You can check out my tips to produce great thought-leadership content here.) Keep the following logistics in mind as you embark on ghostwriting with an executive.
Be Flexible
Executives are busy. Very busy. Your job is to keep the process as seamless as possible. Once you have the buy-in for an executive to participate, keep it as easy and pleasant as possible. Work directly with their assistant to get on the schedule and limit the direct executive communications in the meantime. And, of course, try to keep your calendar as open as you can to accommodate.
Make a Plan and Keep It Fun
Once you are in the interview with an executive for the first time, be sure to convey how the process will work regarding drafts and reviews. Keep it straightforward and reassuring that this will be an easy and new way to communicate key concepts from them and the company. I always try to insert a sense of fun and enthusiasm in the work together. And always express the appreciation for their time—a message of gratitude goes a long way.
The Burden of the Proof
Did I mention how busy executives are? This is where the "burden of the the proof" can come into play. Once you have an article drafted, it may take days or (ack!) weeks to actually get them to review it. This is where their executive assistant can also be a major friend to help get it under their nose.
Always ensure that your reviews are aligned with the publication deadline. Adjust as necessary, but don't be afraid to voice that you also have timing to meet. In my email, I will set a date for the edits..and I let them know if I don't hear back by that time, I will be circling back. Don't be afraid to pester. It's the only way to make it happen.
When you request the review via email, always be sure to paste the actual article in the email (including a shared Google doc or attachment). They may like to just scan the email and give you the sign off. I’ve had some executives that like to do a “live” review, too. If that's the case, try booking 30 minutes with them to provide feedback to the article and also brainstorm/interview for the next article(s). This keeps a cycle of content coming!
Logistics Versus Writing
Sometimes you may find that the logistics of ghostwriting may take more time than the actual writing itself. Hopefully with these tips, you can help to alleviate some of it to keep you moving!