Why Ghostwriters (Usually) Suck — and Why I Still Believe in People
As a marketing business owner, I’ve been fortunate to work with many of my clients for years — some, even decades. It’s more a reflection of the long-term relationships you can build when you actually get each other.
That’s not a brag, if I’m being honest, my client roster has gotten smaller over time for these services. Not because of bad work — it’s because using a more inexperienced ghostwriter is cheaper. AI is cheaper. And for a lot of brands, “good enough” is good enough. I learned this the hard way as well. #experience
Still, when it comes to ghostwriting — whether it’s blog posts, emails, or thought leadership pieces — I’ve heard a familiar complaint:
“Why do ghostwriters suck?”
Let’s unpack that.
AI Is Quick. People Grow.
AI can spin up a passable post in seconds — if you teach it. It’s great for volume and speed, but it can’t care. It doesn’t get better over time unless you get better at prompting it. (That’s maybe a whole other post, but either way, both take some of your personal investment.)
A human, though — one who’s invested, who learns your rhythms, who sees what makes your audience lean in — that person pays dividends. That’s where the magic happens.
When you hire a writer, don’t think in terms of contracts or performance clauses right away, I’ve heard that argument. Start small. Give them a handful of test assignments — three to five solid pieces. See how they handle feedback. See if they listen.
If there’s promise there, invest in them. Help them help you. That’s the key. Over time, they will get invested in you, too.
The Problem Isn’t Always the Writer
It’s easy to blame the ghostwriter when content doesn’t land. But here’s the truth: most writers don’t want to write poorly. They just don’t yet have the depth of understanding — the feel — for your voice, your brand, your audience.
Your feedback early on is key. That kind of understanding isn’t something you can fake. It takes time, some guidance, and a little trust — all things many business owners feel they don’t have time for. But if you make that investment, it pays dividends.
Sometimes the problem isn’t the writer at all; it’s the expectation. If you want high-level ghostwriting, WHICH IS TRULY MY POINT HERE: hire someone with experience. But, if you want to grow new talent, give them your time. If you don’t want to do either, be okay with what you get.
Ghostwriting Done Right Is an Art
When ghostwriting works, it’s because someone took the time to understand the story behind the words — the voice, the tone, the purpose. That kind of ghostwriting doesn’t suck. It sings.
That level of writing comes from experience. It’s not to knock newcomers — but in ghostwriting, it helps to have been “in the trenches” of your field long enough to know what authenticity sounds like.
As with most things in business (and life), you get what you invest in. And you usually get what you pay for.
Final Thought
So, do ghostwriters suck?
Yeah, sometimes. But the ones who don’t — the ones who take the time to grow with you — are priceless.
Finding good help is always hard to do. Finding invested help — someone who cares as much about your message as you do. When you do find it, it’s worth it.
And that’s something no AI can replace.
Over the years, I’ve built relationships across multiple industries. Some I still work with, some I just keep in touch with — but if you’re looking for a good writer or wondering what kind of help you need, hit me up. I’m always happy to connect you with someone who fits, whether that’s through Leg Up or someone else entirely. I’m happy to advance together.
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