Ghostwriting: text and meta-text

Ghostwriting: text and meta-text

Ghostwriters, one might think, are successful in producing good lyrics. On closer inspection, however, it can be stated that this is only part of the truth.

Like every product and service, ghostwriting depends on marketing. Because the best writer will never get an order if customers do not find him, because he does not think too much about search terms or self-expression and thus he ends up on the bottom of the search engine results.

Ghostwriters have to talk about their texts in order to receive text orders. It creates its own language that mixes with that of marketing: quickly, the customer is impressed by terms such as storytelling, suspense and creativity, and may find too late that these terms falsely suggest that the author knows what he’s talking about.

For some ghostwriters, the meta-text – the text to the actual text – takes too much space and thus displaces the simple, sober facts:

A text does not get better because it is praised by other texts (of the same author!). He has to convince himself to be effective.

Particularly in academic work, much attention is given to the formalities – above all because they can be controlled quickly and without much effort.

Optics, fonts, the author’s passion for writing or linguistic creativity are not the central features of a text. In many cases, these things even turn out to be a delusion that should not serve as a substitute for a lack of background knowledge.

Customers should therefore not be impressed by the ghostwriting or agency marketing, but should focus on what matters to them: a good, consistent, and competent text. A text sample or a long talk can help to find the right mind.