Ghostwriting 101: 10 Tips to Capture Another's Voice
Ghostwriting requires more than just writing skills—it’s about capturing someone else’s unique tone and perspective. These 10 tips will help you master the art of stepping into another’s shoes and cre
When you’re the ghost in the blog, it’s easy to feel like you’re faking it.
Real. Honest. Authentic.
These are all words content marketing aspires to be.
So how do you deliver someone else’s authentic voice to an audience?
Here’s how I’ve done it.
I’m not a professional ghostwriter, but I’ve written my fair share of blogs, whitepapers, and social media posts as someone else. At first, it feels . . . odd, like you’re putting on someone else’s skin. You start trying to minimize your own writing tics (my penchant for parentheticals, hyphens, and using random movies or music to make or reinforce a point) and using words or phrasing that don’t come natural.
I never quite felt like a (total) fraud, but capturing someone else’s voice while the cursor silently blinks, taunting you, can be a struggle.
And the first time is NEVER easy because if your writing paranoia is as real and alive as it is for me . . . well, that can cause you to fail.
I will always think that getting in-house experts to write/contribute is preferred. Sometimes it just isn’t possible and you need help.
They don’t have time.
They really can’t write clearly or concisely.
They really, really, REALLY are afraid to write. (I totally get this one.)
Whatever the reason, someone becomes the voice behind the voice for the president or the VP or the product expert.
Here are 10 tips that have helped me overcome my own fear, uncertainty, and doubt when taking on ghost blogging assignments.
1 — It Ain’t About You
That great learning experience from 4th grade? Or the delicious beer you just drank? Or your favorite hobby or movie?
Dump ‘em.
OK, that’s extreme, sometimes you can generalize a personal experience and use it successfully.
But this is crucial — you aren’t writing for your own needs and goals. You have to put yourself into the mindset of your client (or co-worker for in-house teams).
Get comfortable with the idea that it’s not your story you’re telling, but someone else’s.
2 — Embed the Brand Guidelines in Your Bones
When ghost blogging for a brand, read their guidelines. Make them part of you (and it’s always a good idea to read them again when returning to a particular client).
Do they foolishly insist on NOT using the Oxford Comma? Do they have a hatred for “that” (for one client, I consistently did a “that” whack-a-mole search and replace before sending copy to them). Are they stuffy (er, sorry, “professional”). Do they like a dollar word when a dime one will do?
They’ll usually have their corporate quirks outlined in their brand guidelines. Get a copy. Read it. Learn it. Pretend to love it (especially if they want a professional tone without Oxford Commas!).
Following their spelling, punctuation, and other house style preferences will save you heartache (and extra editing time) in the long run.
This is non-negotiable: you have to do this so you can blend with the rest of their marketing.
3 — Have Them Review
Over time, you can develop enough trust that you just take over for the client.
However, especially for the first three or four, have your copy reviewed by your “author.” Tell them not to be nice, they won’t hurt your feelings, and to point out things they wouldn’t say.
Over time, as you Vulcan mindmeld with your author, you can spot-check for “does it feel like them” and do this less frequently.
This does get easier with practice. Over time, you can “hear” their voice in your head while you write.
4 — Get to Know Them, Part 1
Talk to the person whose name your words will live behind. If you’re writing on behalf of a co-worker, this is obviously a little easier. Take note of any turns of phrase they use frequently and recent life events.
For clients, this takes a little more effort, but at least do your best to schedule a 30-minute chat and just talk. Pick their brain about what excites them about work, ideas for blog posts, experiences, etc. Kinda pretend you’re at a bar and just talking over beers (bonus points if you can do this in a bar over beers).
Having an informal conversation will help you catch the small, unique details that make their voice authentic.
5 — Ask Questions: Get to Know Them, Part 2
For everyone I’ve ghostwritten for, I’ve asked them to answer the questions below. It helps get into the mind of your author as well as use examples and make analogies that make sense coming from them, not you.
One copier client liked to ride horses and fish, so I would weave that into posts when I could (this was easy for me since I used to ride and fish now and then when I was a kid).
If you have any suggestions to the list, I’d love to hear them in the comments below.
Remember, these questions aren’t just for fun — they help you personalize your writing in a way that feels true to the “author.”
I have three versions of these questions and I’ll share them all. The first two are questions adapted from Inside the Actors Studio. I’ve used these in the past for Member of the Week interviews and “Meet the Staff” type content.
The third, longer, set of questions overlaps with these first two, and is the one I like to use most for ghostwriting.
Questions: Variation 1
What do you do and what do you love about it?
Describe yourself using 3 words only
What are you proudest of, personally and/or professionally?
What movie, no matter how many times you’ve seen it, do you have to watch when it’s on?
Summer or Winter?
Favorite Color?
What do you do for fun?
Last book read and book on your nightstand now?
Top 3 albums
Questions: Variation 2
What do you do and how did you get there?
What was your best day at work? Worst?
What are you proudest of?
What is your number 1 goal today?
What are your three favorite websites?
What are the three greatest books ever written– and what’s on your nightstand today?
What are the three greatest movies of all time – and what the last one you’ve seen?
What was your first concert – and what are the three best songs on your iPod/fav music service?
And my favorite list, with a quick intro I sometimes use.
Ghost in the (Writing) Machine: A Baker’s Dozen Questions.
As a way of being able to personalize and add more of “you” into the blog posts we are writing for you, we’ve compiled a list of questions about things you like/do. This will help us think about and use examples and analogies you would use as you write as well as inspire angles and intros to use as we write blog posts for you.
In no particular order of importance:
1. What kind of music do you like? Favorite artists/albums/songs
2. Hobbies?
3. Favorite books.
4. Favorite movies:
5. Watch TV, any favorite shows past and/or present:
6. Kids? Grandkids? How old?
7. Local restaurants
8. Favorite sports teams and sports you follow
9. Have you travelled anywhere amazing?
10. Are there local things to do that you do a lot – visit museums, hiking paths, brewpubs (OK, those would be things I do locally near me) – just stuff you do/places you go on the weekends
11. Any random and interesting facts about you – run a marathon, crossword champion, can do ventriloquism.
12. What do you like about your professional life – what do you enjoy the most
13. Proudest achievement(s)? Professional and/or personal.
14. Describe yourself using 3 words only.
15. How did you decide to make inbound marketing [obviously, this changes depending on who you are asking!] your career? What drew you to it and what do you love about it?
16. Anything else . . .
6 — Embrace AI Tools, But Don’t Trust Them
I have the basic paid version of ChatGPT. You can create a GPT (essentially a set of prompts) for each client.
For instance, I have one for myself. I’ve loaded about 100 things I’ve written into it. When I’m stuck, I’ll often do a simple prompt. I’ll list a few short ideas for a post (LinkedIn, blog, article, anything, really) and then add “Make it sound like me.”
While not perfect, often it’ll come up with a first draft that sounds very, very close to me!
For clients, I’ve done the same. I’ll either use the tool as a starting point or as the end point. For example, I’ll write a blog post and then head over to that client’s GPT, load the content, and do a simple “Edit to sound like X” prompt.
Again, you DO NOT want to simply copy/paste the final result, but it will make the content sound more like the client. Then that’s where you come in to sprinkle your magic fairy dust to finish it up.
Once you have at least 20 (more is better) pieces of client content in the GPT, you can also use it to brainstorm ideas.
Again, just remember AI isn’t the ghost, that’s still you.
7 — Create a Content Style Database
As you write for multiple clients, keeping track of each one’s voice, preferences, and quirks can get tricky. Create a content style database where you can store notes on each client’s voice, tone, favorite words, and things they avoid. This will save you from rereading brand guidelines or trying to remember whether they’re the kind of person who uses “impactful” or “effective.”
I find the GPT’s mentioned above great for this. I also keep notecards – yep, pen on 4 X 6 pieces of cardstock – with key points. I’ll place those next to my laptop as I write.
This doesn’t take much time on the front end and will save you a ton of time as you switch voices, helping you “get into character” just that little bit faster.
8 — Stay Updated on Industry Trends
To write in a client's voice effectively, stay on top of trends in their industry. Subscribe to relevant industry newsletters, follow key figures on social media, and stay on top of the latest news. This adds a layer of authenticity and relevance to your writing.
Now, there’s a cost/benefit you need to decide on here. For a one-off or trial with a new client, “going native” will cut into the rest of your work time. Unless it’s a large contract (like a book), don’t invest too much time here. As your relationship grows, so should your
Your client will appreciate when you can weave in timely, relevant references that make their content feel fresh and informed.
9 — Provide a Content Framework
Especially for a new client, before diving into the writing, start with a framework first. That could be an outline for the blog or whitepaper, headline ideas, key points, etc.
Make sure you’re on the same page before wasting hours writing something off-base.
Providing structure upfront saves time and helps you align expectations before diving into the actual writing.
10 — Keep SEO in Mind, Voice Rules
There’s one rule of online writing that trumps everything: write for people.
That said, you should use SEO basics – use keywords organically (e.g., no keyword stuffing – which has NEVER been effective at anything other than annoying readers). Use headings, alt text for images, etc.
Remember, SEO is important for visibility, but writing for people and being authentic keys reader engagement.
Last Thoughts
Writing as someone else can be liberating – after all, you aren’t writing as “you.”
It can also make you a better writer.
It’s also hard. To do it right, you need to be able to weave in their quirks and speaking/writing tics and all the little details that make them who they are.
So park your ego at the door, spend some time learning about the person you’re going to “haunt,” and get to writing.