Ghostwriting is More Editing Than Writing, According to Nicolas Cole 🚢👻

In a recent LinkedIn post, Nicolas Cole 🚢👻 discusses a common misconception surrounding the world of ghostwriting, emphasizing that the role is far more about refining a client’s existing thoughts and language than fabricating content from scratch. Cole, who has been ghostwriting since 2016, clarifies that his process involves deeply engaging with a client’s own words and ideas.

Cole explains his methodology, stating:

“When I ghostwrite for someone, every piece of content comes from 2 places: 1. A recorded phone/Zoom call, using their own thoughts & words 2. ‘Approved ideas & language’ from previously created material (a book they wrote, a keynote speech they gave, a podcast or YouTube channel they have, etc.).”

This approach, according to Cole, means the ghostwriter acts as a facilitator and editor rather than an originator of ideas. He highlights that his primary function is to take raw thoughts and direct language from the client and elevate them.

The Ghostwriter as Editor and Refiner

Nicolas Cole 🚢👻 argues that the core of ghostwriting involves more than just putting words on a page; it requires a nuanced understanding of how to shape and present a client’s message effectively across different platforms. As he notes, the ghostwriter’s role is to:

“Take their raw ideas & direct language and refine them. A ghostwriter does more editing than writing.”

Cole further elaborates that adapting content for various social media channels is crucial. “Thoughts are presented differently on X vs LinkedIn vs Medium vs etc.,” he points out, underscoring the need for strategic tailoring to maximize impact on each platform. This involves not only adapting the language but also paying close attention to which of the client’s ideas gain traction with their target audience.

Identifying Resonating Ideas

A key aspect of the ghostwriter’s value, as described by Cole, is their ability to analyze performance data and guide content strategy. He states that a ghostwriter should help clients make informed decisions based on reader engagement. This can lead to strategic adjustments, such as:

“Let’s write more of Topic A, and less about Topic B.”

This analytical approach positions the ghostwriter as a strategic partner, helping clients understand what resonates most with their audience and how to leverage that knowledge.

The Ghostwriter as a Thinking Partner

Beyond editing and strategic analysis, Cole positions the ghostwriter as an essential ‘thinking partner’ for busy executives and founders. He observes that many talented individuals have not had to explicitly articulate their expertise or the underlying logic of their success.

“The vast majority of talented founders, executives, and business owners have never had to sit down and think about ‘how they do what they do,'” Cole writes. His role, therefore, is to assist them in crystallizing and articulating knowledge that may seem intuitive to them but would be highly valuable when packaged for others. This collaborative process helps clients effectively share their unique insights and build a stronger personal brand.

Cole concludes by advocating for ghostwriting as a lucrative profession, particularly on platforms like LinkedIn, given the large user base seeking assistance with personal branding. He mentions that clients have paid him upwards of $3,000 per month for these services, with him working only about 20 hours per week.