In the first article, we left off with the Social Ghostwriting Offer. We saw the different ways a Ghostwriter can scale the business of an Architect through Ghostwriting. With such various ways that a business can be optimized, it is only natural that a 5k fee is reasonable. And others have even charged more than that. Mind you, this offer is only for Social Ghostwriting. It does not include Newsletters or Educational Email Courses. These services can also be sold to the client if he is well educated on the benefits. This means another extra 5 grand in your pocket as the Ghostwriter.

10 grand a month as a Ghostwriter is not only feasible, it is doable. The question is no longer, Is this possible? The question now is, how much are you willing to milk from your services as a Ghostwriter?

Now that you know this is possible, your next question is probably, how do I get clients?

Prospecting: Prospecting is about how to land clients. There are basically 4 ways to land clients. They are:

·         Cold Outreach

·         Organic Content

·         Ads

·         Referral or word of mouth

Have you never sold a thing in your life? Everyone knows sales unlock opportunities. But the word “sales” comes with baggage. Most people picture pushy, sleazy tactics, and that fear keeps them from ever taking control of their earning potential.

And honestly, that fear is valid. I wouldn’t want to feel “salesy” either.

But there is a completely different way to think about sales. As I stated earlier, proper education equals sales. That is how sales should be thought of. You are not trying to be salesy; you are only offering a free consult, which is about educating the potential client about possible problems his or her company may be facing now or soon.

But let’s go through the 4 various ways to land clients, and also which is the best way to land elite clients. Let’s start from the bottom.

Referrals and word of mouth are when new clients come to you because someone they trust, either past clients, colleagues, or friends, recommended you. It’s one of the most powerful (and cost-effective) ways to get work because the trust is already pre-built.

Unlike cold outreach or ads, referrals don’t require convincing strangers; you’re leveraging someone else’s credibility. A warm introduction makes closing far easier and often leads to higher-quality, longer-term clients.

Key Characteristics

• Clients come pre-sold based on someone else’s recommendation.
• Often free. No ad spends or big marketing campaigns needed.
• Relies on relationships and delivering great results.
• Can grow exponentially: one happy client can lead to several more.

Examples of Referral & Word of Mouth in Action

1. Past Client Referral (Ghostwriting for Architects)

“Hey John, I mentioned your work to a colleague who’s also struggling to keep up with LinkedIn content. They asked for your contact, can I connect you two?”

2. Industry Peer Referral

A social media manager you worked with refers you to one of their agency clients who needs ghostwriting. They say: “We don’t offer writing in-house, but I know someone who’s incredible at this.”

3. Public Word of Mouth (Social Proof)

Past clients tag you on LinkedIn or Twitter when someone asks for a ghostwriter: “You need a writer who understands architecture? Talk to [Your Name], they’re the best I’ve worked with.”

Why It Works

• Pre-built trust: Leads from referrals convert faster.
• No extra cost: Comes from your existing relationships and results.
• High-quality clients: Referrals usually know your value upfront.
• Compounding effect: The more clients you serve well, the more referrals you get.

How to Encourage Referrals

• Deliver outstanding results consistently.
• Stay in touch with past clients (check-ins, updates).
• Publicly share testimonials and client wins.
• Explicitly ask for referrals (“If you know anyone else who needs this, I’d love an intro”).

Using Ads to Land Clients: What It Means

Ads are paid promotions on platforms like Facebook, Instagram, LinkedIn, or Google that put your offer directly in front of a targeted audience. Unlike organic content, which relies on slow growth and algorithms, ads let you buy attention instantly and reach people who may not know you exist yet.

For ghostwriters and service providers, ads are used to:

• Build awareness (show up in front of your ideal audience)
• Capture leads (emails, DMs, discovery call bookings)
• Sell offers (directly or through a funnel)

Key Characteristics

• Paid exposure: You control who sees your message based on demographics, interests, or behaviour.
• Scalable: Works fast and can be turned up/down depending on your budget.
• Direct CTA (call-to-action): Pushes prospects to take one specific step (download, book, DM).
• Best paired with content or a lead magnet: Ads rarely sell cold; people respond to value first.

Examples of Ads for Landing Clients

1. LinkedIn Lead Gen Ad (Ghostwriting for Architects)

Headline: “Architects: Stop Spending 10 Hours Writing Posts That No One Reads.”

Copy: You design buildings. I design words. I ghostwrite content for architects who want to attract dream projects and high-paying clients without writing a single word themselves.

[Download My Free Guide: 10 Post Ideas That Turn Followers into Clients]

2. Instagram Story Ad (Personal Branding Ghostwriter)

Visual: Quick video saying “Struggling to post online?” with overlay text:

“I turn your ideas into content that grows your brand and brings you clients (without you ever touching the keyboard). Swipe up to book a free call.”

3. Facebook Carousel Ad (Content Service for CEOs)

Carousel cards:

• “You’re busy running a company.”
• “I’ll run your content strategy.”
• “Your thoughts, my words, published weekly.”

CTA: Book your strategy session today.

Why It Works

• Immediate visibility: You pay to skip the line and show up now.
• Precise targeting: Reach only the people most likely to hire you.
• Scalable results: Increase the budget to get more leads.
• Predictable lead flow: Useful if organic methods are too slow.

Using Organic Content to Land Clients: What It Means

Organic content refers to posts, articles, or videos you create and share for free (without paid ads) to attract and engage potential clients. It’s called “organic” because it grows your audience naturally, through value, trust, and consistency, rather than forcing attention through advertising.

When used strategically, organic content positions you as an authority, builds trust over time, and naturally leads ideal clients to reach out to you. Instead of chasing leads (like in cold outreach), you create a magnet effect, pulling leads toward you.

Key Characteristics

• Content is unpaid and shared on platforms like LinkedIn, Twitter, or personal blogs.
• Focuses on value: educating, inspiring, or entertaining your target audience.
• Builds credibility and trust over time, making sales feel natural rather than forced.
• Generates inbound leads (clients come to you rather than you pursuing them).

Examples of Organic Content for Client Acquisition

1. Twitter Thread (Ghostwriting for Architects)

“Most architects are brilliant at design but terrible at explaining it online. Here’s how I turn complex architectural insights into simple, shareable posts that attract high-end clients (and make you a thought leader):”

(Followed by examples, tips, and a soft CTA like “DM me if you want this done for you.”)

2. LinkedIn Post (Sharing Expertise)

“Everyone talks about design trends, but few explain why they matter to clients.

Here’s how architects can translate complex design language into stories clients actually understand (and pay for).”

(Ends with an insight + invitation to connect or chat.)

3. Personal Blog/Newsletter (Deep-Dive Articles)

Writing long-form content that answers specific pain points (e.g., “How architects can use LinkedIn to attract high-end residential clients”). Share these consistently to position yourself as an expert in your niche.

Why It Works

• Builds long-term visibility and authority.
• Attracts leads who are already warmed up by your content.
• Turns your social profiles into a portfolio of proof.
• Creates inbound opportunities, clients DM or email you first.

Cold Outreach: What It Is and Why It Matters

Cold outreach is the process of initiating contact with someone who doesn’t know you, your brand, or your services, with the goal of building a relationship, introducing an offer, or starting a conversation that leads to business opportunities.

Unlike warm outreach (where the recipient already has some familiarity with you), cold outreach is a first touchpoint. It’s often used in sales, marketing, and client acquisition, especially for freelancers, consultants, and service-based businesses.

The challenge? The person receiving your message isn’t expecting to hear from you. That’s why cold outreach requires research, personalization, and value upfront to avoid sounding spammy or intrusive.

Key Characteristics

• The recipient doesn’t know you yet.
• It’s initiated via Email, LinkedIn, Twitter DMs, or sometimes direct mail.
• It focuses on relevance and value to earn attention and start a dialogue.
• It’s often used to generate leads, partnerships, or new business opportunities.

Examples of Cold Outreach

1. Email to a Potential Client (Ghostwriting)

Subject: Loved your latest LinkedIn post on architecture trends

Hi [Name], I’ve been following your work on sustainable architecture and noticed your insights on [specific project]. I help architects like you turn those ideas into thought-leadership content that attracts high-end clients—without you having to spend hours writing.

Would you be open to a quick chat about content strategy?

2. Twitter DM for Networking

“Hey [Name], loved your thread on [topic]. I ghostwrite for professionals in that space and would love to swap insights on how you’re approaching [specific trend]. Open to connecting?”

3. LinkedIn Message for Partnership

“Hi [Name], I saw your agency works with [target clients]. I specialize in ghostwriting thought-leadership content. It could be a great complement to what you’re already offering. Want to explore possible ways to collaborate?”

In this business, while the 4 ways do work, as a beginner, you want to cut down on cost and time drastically. The best option is then a cold outreach.

Keep in mind,

You’re not “selling.” You’re giving away free consulting.

So, what does that mean?

When you get on a call with a potential client, your mission isn’t to pressure them into buying. It’s not about pitching.

It’s about helping them. It’s about listening. It’s about educating. It’s about showing them ways to improve their business.

Think of it like this: imagine every prospect you talk to is paying you $1,000 just to be on that call.

Would you spend the time hard-selling them? Of course not.

You’d dive deep into their problems. Offer clear recommendations. Reveal opportunities they hadn’t even considered.

When you lead with value instead of desperation, something shifts:

• They trust you.
• They actually listen.
• They often leave the call saying, “Wow, thank you.”

That’s the real secret to sales: stop selling, start serving.

By mastering the art of “Free Consulting,” you:

• Build genuine relationships instead of burning bridges
• Help people at scale rather than annoy them with sales tactics
• Boost your response rates dramatically because prospects don’t feel sold to, they feel supported.

Practice/Fulfillment

Most writers stop at making money. But profit isn’t just about stacking cash; it’s about building a business that gives you both financial freedom and personal fulfillment.

Profit means:

• Charging for the outcomes you create, not the hours you work.
• Creating predictable income streams so you’re not constantly chasing the next client.
• Structuring your work so you can scale without burnout, through retainers, premium pricing, and selective clients.

Practice/Fulfillment means:

• Working with clients whose values and missions excite you.

Writing about topics you genuinely care about.

Feeling proud of the impact your words have, not just on your clients’ businesses, but on their audiences.

When practice and fulfillment align, ghostwriting stops feeling like a job and starts feeling like a craft you own. It’s the difference between hustling for projects and running a business that funds your ideal life.

Practice & Fulfillment Step-by-Step guide

Step 1: Define Your Financial Target

• Set a clear monthly and annual income goal (e.g., $10k/month).
• Reverse-engineer how many clients or retainers you need to hit it.
• This shifts your mindset from “taking any gig” to “building a business with intention.”

Step 2: Price for Value, Not Hours

• Stop charging per word or hour.
• Package your services based on outcomes (e.g., “LinkedIn thought-leadership strategy + execution”).
• Price high enough to cover expertise, research, and strategy, and not just writing time.

Step 3: Secure Predictable Revenue

• Focus on retainers or long-term contracts rather than one-off projects.
• Examples:
• Predictable revenue = less stress, more focus on quality work.

Step 4: Create a Simple Financial System

• Separate business and personal finances (dedicated account).
• Track income and expenses weekly (basic spreadsheet or app).
• Set aside 20–30% for taxes and future investments.

Step 5: Build Leverage to Avoid Burnout

• Use templates and frameworks to write faster without losing quality.
• Reuse research across multiple clients (when applicable).

• Gradually raise prices as demand grows instead of overloading yourself with more work.

Step 6: Pursue Fulfillment Clients

• Choose clients aligned with your interests or values.
• Work in industries you enjoy learning about.
• Avoid clients who drain energy, even if they pay well. Long-term burnout isn’t worth it.

Step 7: Celebrate Impact and Growth

• Track client wins (followers gained, deals closed, authority built).
• Use these wins as case studies to attract similar clients.
• Reflect quarterly: Are you still excited by the work? If not, pivot niche or client type.

That’s it. No more excuses. If you are a writer and you want to scale, here is your blueprint. The only thing I covered in my book not written here is the tools you might need. But as a writer, I am guessing you are already familiar with the tools needed for the craft. With this, the 4 Pillars to a successful Ghostwriting Career, you basically have everything covered. I didn’t go too much into pricing because that comes with confidence over time. Best of luck

If you’d like to support me, you can get the book (Ghostwriting Business Blueprint) at https://www.amazon.de/dp/B0FKNBKBPT