Executive ghostwriting tips
How to build credibility and trust with the C-suite
There is prestige in being the communicator chosen to support an executive. They are the visionaries, the rockstars, the captains of the ship. Getting access to the C-suite is exciting.
It can also be nerve-wracking.
Executive ghostwriting leaves little room for error—knowing how to navigate their tight schedules and dispersed focus is vital for creating strategic and thoughtful content. Start the relationship with an executive by building credibility and trust.
Here are 4 tips for communicators to build rapport with the C-suite:
1. Do your research
Before your first meeting, find out as much as possible about the exec.
Start by checking their LinkedIn profile, then move on to a good old-fashioned Google search. Peruse their Facebook to learn more about their personal life. Do they like riding their bike, or are they a big college football fan? If you can, talk to peers that work with them, starting with their executive assistant. They'll share how the exec prefers to work, their communication style, and other helpful tips.
Next, arm yourself with all the info you can find about their business. If you're on staff, you should already know this, but if you're freelancing, you'll need to do some digging. Find explainer videos, read their website, and check industry publications. Acronyms are honey to executives—find out what they stand for so you can nod your head authoritatively during the meeting.
Armed with all this info, you should be able to walk (or Zoom) into the meeting, ready to make small talk or jump right into industry trends. This step is particularly helpful because I am an introvert, and chit-chat doesn't come easy. But connecting goes a long way towards building a long-term relationship.
2. Prepare a plan B
Executives are busy. Make a plan for the meeting and prioritize what it is that you really need to know. Sometimes a meeting with an exec will get cut short, or they'll be distracted. What do you absolutely need to know if you only have ten minutes of their time?
3. Ask for access
The best executive ghostwriters know their CEO so well that they eventually need little input from them, but it takes time and access to get started. You're smart—if you don’t get access you can make something up. But the finished product will be much more effective if you can hear directly from them.
Let your exec know that you want them to sound great and be respectful of their time. The more opportunity you have to listen to them, hear what words they use or don't use, and get feedback on your writing, the quicker you can embody their voice.
This doesn't always have to mean more meetings. They can also give you insights via:
Voice memos,
Emails,
Phone calls, or
Sharing articles they think are interesting.
Whatever works best for them.
4. Know your worth
As a communications professional, you are executive's partner and guide—there is tremendous value in what you know. You'll help them make strategic decisions and collaborate with them. Show up in your power when you meet with them. Be respectful, but don’t be totally deferential. They need you to lead them in the right direction.
It can be a little overwhelming to start a working relationship with an executive, but it only gets easier over time. The more intentional you are in getting started, the more authentically the relationship will develop—the better the relationship, the better the content.
Indigo Communications offers strategic freelance content marketing writing services for financial services, insurance, and social impact initiatives, and executive ghostwriting for B2B. Contact us today to learn how we can help you grow your business authentically.
