Ghostwriters may be missing out on a lot of new opportunities, both full time and contract, because they are not responding to help-wanted about "copywriting." Increasingly, our executive communications experience, skills, and insight are in demand closer and closer to the point of sale. There has been shrinking need for us in that glamorous lucrative niche of planning and penning content for opinion-editorials published in brandname media such as THE WALL STREET JOURNAL and THE NEW YORK TIMES.
I feel myself blessed to have in portfolio recent clips from what I ghostwrote for THE WASHINGTON POST, FORBES, FOX BUSINESS, AMERICAN BANKER, MOTLEY FOOL, BANKRUPTCY STRATEGIST, SEEKING ALPHA, and PR NEWS. It's reassuring that I still have the whatever to produce copy that is picked up by those establishment powers-that-be. And the compensation is above average.
However, I see the future and it is called "copywriting." Instinct told me to reply to a help-wanted for a "copywriter" for a new kind of service targeted at the investment industry. I nailed down the assignment which involves, to begin, ghostwriting the material for the new website, scripts for the online video, direct mail, LinkedIn profile, and correspondence with other vendors seeking bids.
I have a hunch I won out over the 100 other content providers who applied and the two I was directly competing with because my pitch was a totally focused this-is-how-we-can-get-results. Yes, it was built on a sales-oriented platform, not the gentility of old-line editorial. In addition, I embedded hustle. For instance, I researched and then sent links to competitive websites that had to be factored in for everything from SEO to mode of presentation. I pushed to meet the prospect in person, despite the cost of gas.
The good news is that the closer the work is to the point of sale, the more of it there will be. As we gain more insight into what coverts into action we can branch out into other forms of marketing communications. Those of us who are aging have to surrender to the reality that BigBusiness is unlikely to hire us full-time for those plum executive communications jobs. Therefore, we have to learn how to exist by our talent, wits, and flexibility out here in the world of free agents.