What a LinkedIn ghostwriter actually does.

Here is the thing nobody says in the sales call: a ghostwriter cannot give you opinions. If you have none about your industry, no writer can manufacture them without inventing things, and inventing things on a profile with your name on it is how people end up in an awkward comment thread.

What a ghostwriter can do is notice that the sentence you said on a call, in passing, slightly annoyed, is the post. You said it and moved on. That is the job.

The actual work, in order

1. A conversation, recorded. Thirty to forty-five minutes, mostly you complaining about your own industry. The best material always arrives as a complaint.
2. A voice page. How you speak: sentence length, whether you swear, whether you use numbers, what you'd never say. One page, agreed once.
3. A bank of angles. Not topics, angles. “Doctors” is a topic. “Doctors tell everyone not to ignore symptoms and then ignore their own finances” is an angle, and it is a post.
4. Drafts, in your voice, with the boring parts left in. A real post has a sentence that a marketer would cut. That sentence is usually why it sounds like a person.
5. Your edit. You change three words, you approve, or you tell us the take is wrong. Wrong takes are our fault, not yours.

What it can't do

• Make a boring company interesting without material. If nothing is happening, no amount of writing hides it. Go do something, then we'll write about it.
• Buy you a personality. The posts have to be recognisably you, or the first person who meets you in real life will notice the gap.
• Promise numbers. Anyone selling you reach is selling you a lottery ticket with a tracking link.

How to tell a good one from the rest

Red flags, all of which are common:

• They talk about hooks before they talk about you. A hook attached to nothing is why LinkedIn reads the way it does.
• Templates with blanks. “I made ___ mistakes in ___ years. Here's what I learned.” You can feel the shape of these from the first line, and so can everyone else.
• Engagement bait as strategy. “Agree?” at the end of every post. It works on the feed and it costs you the respect of the twenty people whose respect you actually want.
• No questions about your clients. A writer who doesn't ask who you're trying to reach is writing for the algorithm, not for a buyer.

The point of the profile is not reach. It is that one person you want to work with reads three posts and decides you know what you're doing.

What it looks like when it's working

For SELEQT Wealth we write posts that go out under the firm's name, aimed at doctors. One of them explains that a nominee is not an heir, gives the law, names the 2015 insurance exception, and ends by asking whether you actually know who is nominated on your PF account. No hook, no “agree?”, no promise. Somebody reads it, checks a form they filled in years ago, and remembers who told them. That is the whole mechanism.

All six of those posts are on the work page, and the case study has the thinking behind them.

What it costs and how it runs

We price per piece, not per month, so a quiet month is a cheap month. A post starts at ₹1,200 and the number moves with how much research it needs; the details are on the social media content page. Most people start with four a month, which is enough to have a voice and not enough to become a full-time job for anybody.