Ghostwriting for Founders: What I’ve Learned

 It doesn’t sound like me.

That’s the one thing you never want to hear as a ghostwriter.

Writing on behalf of a founder — whether it's a LinkedIn post, a keynote script, or a thought leadership piece — requires more than good writing. It demands empathy, adaptability, and an ear for nuance.

Over the past few years, I’ve helped several founders and C-level execs articulate their vision, opinions, and brand — without ever putting my name on it. Here’s what I’ve learned.

🔍 1. Voice Matters More Than Vocabulary

When ghostwriting, your job is to disappear into their voice.

That doesn’t just mean using their favorite words — it means understanding:

• How they structure arguments

• When they use humour or restraint

• What tone they’d use with customers vs investors vs staff

I spend time listening to past interviews, reviewing internal comms, or sitting in on calls to absorb their cadence, not just their content.

💭 2. You Need to Extract the Gold

Most founders are too busy to write, but they have tons of insight. I often start with:

• A 15-min voice note

• A rough Loom video

• A bulleted brain dump

From there, I mine the key story or argument, structure it into a coherent piece, and polish it until it sounds like them — on their best day.

Sometimes the client doesn’t even realise how smart they sounded until they read it back.

📢 3. Good Ghostwriting Supports the Brand

Every post or article you ghostwrite should move the brand forward — not just the individual’s ego.

I ask:

• Does this support the company’s mission?

• Will it resonate with customers or talent?

• Is it aligned with current strategic goals?

Great ghostwriting for founders can improve:

• Investor perception

• Talent attraction

• Strategic partnerships

• Internal culture

It’s content with consequences.

🛠️ 4. LinkedIn Is the New Front Page

One of my most common ghostwriting requests? Weekly LinkedIn posts.

Here’s what works:

• A strong POV

• Relatable experience

• Clear takeaway

• No fluff or humblebrags

Example format:

“We almost shut down in Q3. Here’s how we turned it around — and what I’d do differently.”

Performance tends to spike when it feels personal and offers value.

✍️ Final Thought

When I ghostwrite, I’m not trying to show off my voice. I’m helping someone else amplify theirs. That means listening more than writing, challenging when needed, and always protecting the authenticity of the message.

If you're a founder, exec, or operator looking to say more — and say it better — I’d love to help you find the words.