I spend a lot of time doing research for projects, and I discovered that many of the companies that have the best information are doing the worst job of presentation. They have expertise, but it is clear that the wrong people are responsible for sharing what they know.
Now, it's not really their fault. Each of us has specific skills and areas of knowledge. But just because someone in your company is an expert on a particular subject does not mean that they are also an expert at presenting what they know in written form. In fact, subject matter experts who are also effective writers are a rare breed. Some of the brightest people I worked with were also among the poorest writers. Or, their writing skills may have been decent – they just did not know how to translate their subject into easy-to-understand prose.
Fortunately, there is a simple way to ensure that your company's expertise is presented clearly and effectively. possible: work with a professional negro. No, I'm not talking about someone who develops novels about supernatural beings. A ghostwriter is someone who knows what your experts know and turns it into well-written content for your website, blog, newsletter, magazine articles, white papers, speeches, or n & # 39; Any other way.
Quality work, a key benefit of ghostwriting is that it makes the most of your expert's time in the field. That it is a doctor, a lawyer, a manager, an officer, a salesman or any other role, the time required for writing and improving is too far from their usual or billable responsibilities. You want this person to use their limited hours in the most productive and profitable way – and that probably does not block the sentence structure.
Qualified ghostwriters can also help you bridge communication gaps between experts and their audiences. A good example is a program I managed for a CPA firm that served financial institutions. Although bankers and CPAs are both financial experts, their professions do not always communicate well due to differences in terminology and jargon. I would interview the company's accountants (as well as attorneys and regulators) to gather information demonstrating the expertise of the CPA firm and write it for the articles of the trade magazine and the newsletter. using a language more familiar to bankers. Not only did he provide information to help bankers better manage their banks; it gave them the confidence that this firm CPA understood and could communicate with them.
How does ghostwriting work? Once you have engaged the services of a writer, he or she will likely be either sitting with your subject matter expert or conducting a telephone interview. There are two reasons for this step. First, it provides the negro with basic information for the project. Secondly, and just as importantly, it gives the negro the opportunity to hear how the expert in the field speaks and thinks. In this way, the finished work will "resonate" as it came from the expert, not from a stranger.
Next, the negro will write the article, post or other content and submit it to your expert for review. This is also an important step, because the material will be published under the name of the expert, so that he or she must be confident that it is accurate, and at the same time. comfortable with the way it is presented. The negro then makes any changes or corrections before submitting a revised draft for final approval. When the story or message appears, it bears the name of the expert. No one else is aware that an outside writer has been involved – that is why the process is known as ghostwriting.
Some managers worry that ghostwriting is not ethical. It's not fair to put the name of an employee on something that he has not created, they reason. Absurdity. The information contained in the article, white paper or other piece is entirely based on the knowledge of your employees. The negro is simply transmitting it in a clearer and more communicative way. In fact, you'd be surprised how many articles, books, speeches, and blogs "written" by senior company executives that you respect are actually "ghostwriters."
Do your communication documents clearly present the expertise of your company? and as efficiently as possible? Do your company's experts spend more time than they should try to refine these messages? Maybe it's time you find yourself a useful ghost.