Member Spotlight: Linda Pophal
How did you land your first book ghostwriting project?
My first book ghostwriting project was for the sister of a woman I worked with who was a senior executive in the healthcare industry. She knew that I did freelance writing, specializing in business topics, and asked if I could help her write a leadership book. It was the first of three book projects I worked on with her. Since then projects have come in a variety of ways – some out of the blue from someone finding me via Google or my LinkedIn profile, some by responding to online ads or notices of projects, some through referrals.
What has been your secret to building a steady stream of ghostwriting clients?
Most of my ghostwriting work is content marketing related. I write a lot of blog posts, case studies, white papers and other content for various corporate clients as well as through agencies. I guess my “secret” would be consistently delivering accurate, high quality content that meets client objectives while also serving their audiences’ needs and interests. Finding the right balance between being non-promotional while also providing client benefit can be challenging, but I feel I do it well. More recently, I would say a “secret” to maintaining a steady stream of ghostwriting clients is to deliver 100% human-generated content, although I think the percentage of organizations/individuals that understand the value of this, or are checking for it, is still relatively low. I think that value will increase exponentially moving forward.
What do you wish clients understood about the ghostwriting process?
That they need to be active and involved in the process. This has tended to be an issue more with book projects than other projects, but I’d have to say I wish they understood that I rely on them to be the subject matter expert (SME) and to clearly convey to me their goals, objectives, perspectives, and “voice.” It sometimes seems that clients think the ghostwriting process is about hiring a ghost and waiting for them to deliver content with little to no additional input, or input that is too general/generic to offer real value to readers. The projects that I enjoy most – and I’m just wrapping one up now – is where I have regular conversations with a client who is clearly an expert on the topic and has a specific perspective that is valuable to readers that they’re willing to share and can clearly convey.
How would you describe your favorite type of project and client?
This would stem from my previous comment. My favorite type of project is one that is aligned with my areas of interest and expertise – HR/employee relations and marketing/digital marketing – with a client who is an expert and has a clear and valuable perspective and insights, and who can convey those insights in an understandable and logical way. Also a client that is accessible and reliable in terms of being available for calls, being responsive to questions, and offering input throughout the process.
What are the best parts of this career?
My #1 trait on the CliftonStrengths assessment is Input and this really encapsulates what I love most about my work. I love to gather information and learn about new things. The ability to continually stay up to date on topics and issues I’m interested in by connecting with others really energizes me. The more projects I have in the works at any given time, the happier and more motivated I am. Another aspect of this work that I enjoy is the constant validation that I receive through picking up new projects and new clients and seeing my work published.
How can people reach you?
Email is the best way to reach me and I’m very (some might say obsessively…) responsive. I can be reached at linda@stratcommunications.com