There is a theory that all messaging is in some way related to selling. In fact, we ghostwriters/speechwriters were told just that during one of Chrysler's many turnarounds. "We're all here to sell cars," mandated then Chief Executive Officer Lee Iacocca.
Well, the ghostwriter's role in selling has become more explicit. When I contact public relations agencies about freelance assignments I provide the laundry list of publication credits under clients' bylines. In the pre-crash days that list was enough to nail down plenty of well-paying work.
I have a hunch that getting clients' work published in brandname media such as THE WASHINGTON POST and THE WALL STREET JOURNAL will only get a ghostwriter so far these days. Prospects will be all ears, though, about how a B2B or B2C initiative converted into actual sales.