Ivan |
Sylvia, ghost writing is one of the services that you offer. Could
you explain to us what's involved in ghost writing?
|
Sylvia |
I like to think of ghostwriting as a collaboration between an author
and a writer. The author has a story or an idea that he is unable to
flesh out for lack of time, patience, or other reasons. The
ghostwriter becomes the catalyst to bring the idea into fruition.
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|
Ivan |
What advice would you give to someone starting out? For example,
what interested you most about this field? |
Sylvia |
What interested me most about ghostwriting is the idea of working on
longer projects, on which I could go a little deeper. Every project
stretches my skills and forces me to keep researching and learning
about subjects that I might not have gone into on my own. As a
bonus, you meet interesting people who have something to say.
|
Ivan |
Long v short. The debate about long versus short copy still rages.
On the web, it s short and getting shorter. Where and when do you
use long copy for maximum effect?
|
Sylvia |
Short copy is the store window. Once the reader decides to come
inside, then you can indulge in longer copy to provide fuller
detail.
|
Ivan |
What is the single most unforgivable mistake that a ghostwriter can
make?
|
Sylvia |
I don't know if it is unforgivable, but writing about a subject
matter that goes against your core values is not a good idea.
When you are writing for a living it is painful to turn down a
project, but it is even greater agony to write against your inner
voice. |
Ivan |
As regards copywriting, another area where you specialize as
readers are barraged with advertising every day, what techniques do
you use to get their attention?
|
Sylvia |
The main technique that I am aware of is very basic: translate
features into benefits.
The client will usually provide a  description
of the features of the product that is being offered, but what the
reader is interested in is: what does it do for me?
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|
Ivan |
USP. This is probably one of the most hackneyed acronyms in the
business world.
Can you explain what a
well-crafted USP can add to a marketing drive? |
Sylvia |
There are some products that are generic and don't really have a
USP.
My advice is that if there is no USP, the
writer shouldn't try to force one into being. There needs to be
substance behind the words. Otherwise I would rather go with an
identification strategy.
On the other hand, through the process of crafting a well-worded USP
the writer can help clients better understand their own product
positioning.
|
Ivan |
and,
what's so different about writing for the web? Would you agree
that the web has changed the way we write?
|
Sylvia |
Whenever I am writing for the web I work in layers. The first layer
is concise and flavorful but superficial. As the reader keeps
clicking, drilling down into deeper layers, the copy becomes richer
and more specific. |
