You’re a business owner, and that means you’re busy as hell. You’ve got a lot of work to do promoting your business, making new sales, and generally turning your business into the empire you envisioned from the beginning, when your ideas were still new. It’s exciting, but damn if it doesn’t stress you out.
Your personal brand is intricately tied into your company’s success, whether you realize it or not, but unfortunately, most entrepreneurs don’t have the time (or patience) to deal with managing their personal brands on top of all their other corporate responsibilities.
A ghost writer would make your life way easier. Trust me on this. Or even better, let me show you how.
The Power of Personal Branding
First, let’s talk a bit about the power of personal branding. You may not realize just how powerful a personal branding campaign can be.
- Trust. First, remember that people are more likely to trust other people than they are corporations, which means that a personal brand could be your “in” to developing more trust among your potential customers and followers. Anything you say, and any content you syndicate could be taken with a higher degree of trust or value—just because it’s you who’s saying it, rather than your corporate brand. Of course, you’ll still be able to funnel people back to your company’s site; the personal brand simply serves as an additional layer of engagement.
- Offsite opportunities. Personal brands also have more opportunities when it comes to submitting offsite content. Most publishers are wary of accepting content submitted by corporate brands, sometimes offering segregated “sponsored” content opportunities for these companies, but personal brands have no such limitations. Most offsite publishers will readily accept personal brand-submitted content over corporate branded material.
- Lasting reputation value. You should also keep in mind that the value of a personal brand isn’t just for funneling more traffic to your company’s site, or generating more attention for your corporate brand. There’s a lasting value to all the content you create and the value you create for your own reputation. You’ll be far more hirable, should you choose to work for another company after your entrepreneurial efforts end (one way or the other). You’ll also have a head start if you choose to start another business in the future—as long as your area of expertise remains relatively the same.
Why It’s a Pain in the Ass
Yes, personal brands are great. But let’s not kid ourselves. It’s a total pain in the ass to create and keep up a personal brand.
- Planning, research, writing, publishing, etc. First, if you want to be successful in personal branding, you have to realize it’s not just a matter of updating your social media profiles every once in a while. You have to plan, strategize, research, write, edit, publish, promote, and network on a daily basis. If you don’t invest the time, your work will be shoddy, you’ll gain less visibility, and your reputation might actually sink backward rather than moving forward. It takes an incredible amount of time and effort—plus, you need to keep everything high quality. If you aren’t trained in personal branding, or you aren’t a professional writer, you’ll be at a serious disadvantage.
- Allocating your time. The time factor is enormous here. Personal branding will demand many hours of your time every week if you want to keep up. You may be willing or able to invest that time—especially if you’re excited about the concept of personal branding, but that doesn’t necessarily mean you should. You’re the entrepreneur of your business. If you have a few extra hours a week to dedicate, you should probably spend them doing something that can’t be delegated, or at least something more valuable.
- Escalating demands. Personal branding is also a strategy that needs to scale over time. You can’t do the same things over and over and expect to see the same results; you need to gradually make better content, reach out to higher-authority publishers, and expand your reach to bigger and bigger audiences.
How a Ghost Writer Helps
So how can a ghost writer make your life easier?
- Expertise. First, a ghost writer is going to have much more expertise than you in personal branding. They’ll be able to pinpoint and suggest opportunities you may not have thought of, and more importantly, they’ll be able to execute your work far more efficiently than you will. What might take you three hours may take them only one, and you’ll end up with better opportunities too.
- Quality. You can also count on a higher level of quality when you’re working with a ghost writer. You may be a good writer in your own right, but with so many responsibilities to juggle, you may not be able to invest fully in your content or your personal brand.
- Coordination. With a ghost writer, you’ll no longer have to get into the weeds to try and manage the chaotic stages of content development, publication, and syndication. Your team or partner will be able to keep track of everything for you, essentially cutting out one of the hardest and most time-consuming parts of the process.
- Consistency. Finally, you can count on a greater degree of consistency in your work when you hire a ghost writer. First, they’ll be able to adhere to your brand voice with more consistency. Second, they’ll be able to keep a tighter schedule when it comes to content submissions and distributions. This leads to more engagements and more opportunities down the road.
All in all, a ghost writer is a valuable investment to make. But it shouldn’t really surprise you that I came to that conclusion—I’m a ghost writer myself. I’ve ghost written for many years and dozens of different personalities, and I know just how valuable a good personal brand can be. If you’re interested in learning more about how I (or my partner Sarah) can help you with your own personal branding campaign, be sure to contact us!