A question I get all the time from aspiring Premium Ghostwriters:

“Will I need a big audience to land clients as a ghostwriter?”

So many writers believe they need to be some kind of “internet celebrity” with hundreds of thousands of followers to land 4-figure (or 5-figure) deals. But this faulty thinking is keeping them stuck, chasing “status” rather than the more important thing you want if you’re trying to make a living as a writer: money.

Let’s take closer look at the ultimate outcomes of this line of thinking.

This faulty belief leads to 3 outcomes:

• They focus on “going viral” and “building an audience” rather than creating useful content their ideal clients want (and need) to read.
• They pile pressure on themselves to write for “the algorithm,” believing that going viral will land them their next client.
• And when they don’t go viral (or if they do, they fail to land a client), they give up on their content strategy entirely.

Here’s a newsflash for you:

Creating content to go viral won’t land you your next client.

Instead, you should be creating content about the industry you ghostwrite in.

Your goal should be to build a library of content that educates your ideal customer. A library of content that you can use over and over again on sales calls, in your outreach, and across different platforms. Once you get your content flywheel spinning, it’s only a matter of time before opportunities come your way.

And when you start to look at your content strategy through this lens, it’s easier to create content that will attract your ideal client.

How To Think About Your Content Strategy (And Why You Shouldn’t Be Aiming To Go Viral)

There are 5 reasons why creating content about your ghostwriting niche will help you land your next client:

Reason #1: Shows your expertise on your industry.

This is one of the quickest ways to position yourself as an expert ghostwriter for your industry.

Content that talks about the trends, frameworks, issues, etc of a particular industry creates instant trust from anyone in the industry who reads it. By using the specific language of an industry, people will find your content simply by using keyword searches. And when potential clients look you up on social media (after you have sent them a cold DM, for example), they will quickly see you know a lot about this topic just from the content you’re posting.

This builds trust with your potential client because they can see how much you know about their industry.

Reason #2: Overcomes objections and answers client questions before a sales call.