Not everyone is a great writer. And not everyone needs to be. Of course I would say that – I want you to hire me to help you write kick-ass messages. When I work as a ghostwriter for a client, one of our dilemmas often is how much we should make the message sound like the bylined author. There’s a happy medium to be struck.

On one the one hand, and perhaps most importantly, you want the message to be authentic to the person who is putting the message out there. For example, it would be a mistake to use high-falutin’ upscale language to represent a down-and-dirty manufacturing plant, unless you are doing it on purpose to get some attention through shock-and-awe. On the other hand, if an inexperienced writer is left to his or her own devices, the rough grammar and incorrect punctuation (not to mention a possible illogical flow of ideas) could damage the person’s image in the eyes of the reader, and perhaps the image of a company along with it.

The answer I offer comes from many years of experience writing for top executives, politicians, and friends who need help writing letters, speeches or proposals. Stay true to the person writing, as much as possible, while using standard grammar and language rules that mark the message as professional and credible. As the ghostwriter, I ask myself this question: “How would this person deliver the message if he or she WAS a great writer?”

Here are some tips for assuring great ghostwriting:

  • The idea should come from the author, or authors should approve the ideas I come up with for them. Ideally, I begin by interviewing an author or asking him or her to send an e-mail with their raw thoughts on the chosen subject. Then I put the pieces together, smoothing out the language and organizing the ideas as I go.
  • Retain as many of the writer’s personal phrases as possible. In many cases, all I’m doing as a ghostwriter is fixing the words in between ideas.
  • Delete what’s not necessary. One of the marks of an inexperienced writer is repetitive, run-on language or going off on a tangent. As a ghostwriter, one of the most valuable services I can provide is tightening things up, because it helps the ideas get through to the reader’s brain.
  • Sharpen the point. It’s difficult for some inexperienced writers to come to a useful conclusion.

Ghostwriting is sometimes controversial. Some people believe it’s dishonest to ask another person to frame your ideas and put words in your mouth.  However, if it’s handled correctly without removing your personality or your points from the message, the smoothing out of language around your own ideas could give the ideas a better opportunity to be understood. Not only that, if you feel more confident about the way you’ll appear to readers, you’re more likely to have the courage to get your ideas out there. Don’t be shy! You deserve to be heard, and a ghostwriter can help you do it.