More prospects are contacting us because they have read one of our blogs posts. They need no further background briefing. They only want to know the terms and conditions, ranging from the fee to how soon the assignment can be accomplished. In addition, some only want the URLs for our blogs and that's that. On that basis they will make the decision whether to take the next step.
The rub here is that blogs, by their very nature, are created in our voice. The stronger the voice, the more successful will be the blog. Some browsers might not become buyers because they don't understand that it's the business of ghostwriting to identify their voice and then transmit that. Therefore, we might never get the account because they assume we will mute their voice with our own.
It's wise to explain to prospects, if they have read our blogs or intend to, that we are experienced in capturing other voices. We accompany that explanation with client samples which showcase how we have achieved that in the past. If the account is potentially lucrative, then we offer to provide a short example of how we can do that for the prospect's unique voice.