Don't Be Afraid of Ghostwriters!

“I just don’t like to write.”

“I hate staring at a blank page or screen.”

“Writing of any kind – articles, letters to customers, all that stuff. I know it’s important, but it never gets done.”

“I can’t spend another minute in front of my computer. I have too much other stuff to do.”

We all have our strengths and weaknesses, and one thing I’ve noticed (and part of the reason that we chose aviation as a specialty) – there are a lot of aviation professionals who dislike or don’t have time for writing.

They understand the importance of good communication with customers, suppliers and partners.  They are usually incredibly intelligent, articulate, knowledgeable and creative.  But they choose to spend their energy in other ways.   That’s great.  That means I get to make a living focusing on two of the things I love – writing, and aviation!

So, how does ghostwriting work?

It’s not as frightening as it sounds.

Basically, you collaborate with ABCI and plan the projects that need to be done. This is part of our initial process when we begin one of our consulting arrangements with a  new client.  Your writing needs might include something like the following:

  • Four articles a month for your blog and newsletter
  • A direct mail sales package.
  • A set of ten emails to be sent in a series to prospective clients that have inquired about your product.
  • A set of “weekly tips” to new customers who have just purchased your product.
  • A welcome kit  with a letter, instruction book and video.
  • An ebook or white paper to send to prospective clients.
  • A published book about your industry or area of expertise.
  • A presentation or speech to deliver to a group or organization meeting.

We plan your writing needs for the year, and  create an editorial calendar based on your marketing objectives, topics that get featured in the magazines and publications  your ideal clients read;  and seasonal or regulatory changes.

Based on the editorial calendar, we call you and discuss the topics we have planned for the month.  I turn our discussion into an article, a podcast, a slideshow, or even a cartoon.  You review it and approve it, (drafts if you like, or just the final; depending on the project) and then you or ABCI publish it as agreed.

Once we have a great written piece, we want to get the most out of that investment as possible.

When we publish an article or other piece to the web, ABCI also publishes it to the social media (if we’ve agreed to do that) and run it by a network of reporters and other aviation thought leaders that we think might find it useful or newsworthy. Sometimes they get picked up by other publications. We’ve had articles published, excerpted or mentioned in Forbes, Aviation Week, Airport Business, Utah Business and many other magazines and newspapers and blogs. Publication is never guaranteed – magazines and newspapers have their own agendas and criteria for inclusion, but we have a good track record and if that’s part of the objective we’ll plan the project with target publication(s) in mind.

Ready to get those writing projects off your desk?   Give us a call or shoot an email to paula@abci.flywheelstaging.com and lets get started!

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