The ghostwriter’s invisibility trap
At some point, most ghostwriters hit a wall. Not because the work isn’t coming in, but because the right work isn’t.
You’re experienced. You get results. But opportunities are going to others instead, even if they’re less qualified. And that hurts.
The problem isn’t your skills. It’s that no one sees them. You’ve built your business around discretion, letting others take the spotlight while you stay behind the scenes. Over time, that silence starts to look like absence. And people don’t recommend—or pay premium rates to—someone they can’t find or name.
That’s the tension. You want to grow, but without breaking trust or turning yourself into a personal brand you don’t even recognize.
This post will show you how to do exactly that.
How to show up without breaking trust
For many ghostwriters, the biggest blocker isn’t writing under their own name, it’s worrying that doing so will betray a client’s confidence. And it’s a valid concern. When your work depends on discretion, it can feel risky to start publishing anything publicly, even if it’s unrelated to a specific client.
But there’s a difference between sharing confidential details and showing your thinking. You can talk about what you do without talking about who you do it for.
In fact, the strongest ghostwriter brands on LinkedIn are built on insights, not name-dropping. They share how they think, how they approach the work, and what patterns they’ve observed without ever naming names.
A good filter to use is this: if your client saw your post, would they feel exposed, or would they feel proud to have worked with you?
Once that’s clear, there are a few types of content that consistently build trust while keeping client relationships protected:
1. Process and perspective
Write about how you approach the work: how you help someone find their voice, shape their story, or turn scattered ideas into sharp positioning. This shows your strategic thinking, not just your ability to write clean copy.
Example: “Before I write a single word of copy, I ask three questions. Not about the audience, but about this:”
2. Anonymous patterns and lessons
You don’t need to tell a full client story to make a point. Use composite examples or anonymized insights. For instance: “One founder I worked with couldn’t articulate what made them different. Here’s how we clarified it.” No names, no risk, just value.
3. Point of view on your craft
Share what you believe about writing, voice, positioning, or visibility. You’re allowed to have opinions. Strong ones, even. This helps potential clients see you as a partner, not just a pair of hands.
Example: “If you need six paragraphs to explain your positioning, you don’t have positioning. Instead:”
4. Reflections from your own path
Sometimes, the most powerful content comes from stepping outside client work entirely. You can write about what you’re learning as a ghostwriter, what’s changed in your business, or what you wish clients knew about the role you play.
Example: “The first time a client said, ‘This finally sounds like me,’ I realized how I’d been approaching ghostwriting all wrong. For one:”
These aren’t flashy formats. They don’t require you to be overly personal or promotional. But they do something critical: they build familiarity and trust. They show that you’re not just capable but thoughtful, strategic, and experienced. And that’s exactly what your next client needs to see.
Your profile is a sales page—treat it like one
Visibility gets people to your profile. What they see there decides whether they reach out—or move on.
Most ghostwriters treat their LinkedIn profile like a placeholder: a job title in the headline, a few vague bullets in the About section, and maybe a post or two buried in the activity feed.
But if someone lands on your profile after seeing a strong comment or post, that’s a warm lead. And your profile needs to do what every good piece of copy does—make the value obvious, fast.
Think of it less like a résumé and more like a landing page. What do you want someone to know, feel, and do within 30 seconds of clicking?
Here are the core pieces to focus on:
Headline
This is prime real estate. Instead of listing your job title, use it to say what you actually help people do. “B2B ghostwriter” is fine. “Helping founders turn raw ideas into sharp LinkedIn content” is better.
About section
Skip the credentials list. Use this space to speak directly to the kinds of people you want to work with. What problems do they have? How do you solve them? What’s your approach, and why does it work? Think conversational, not formal. You’re writing for a real person—probably skimming.
Featured section
This is your proof point. Include a few posts that show how you think, client testimonials (even anonymized), or a short write-up explaining your services. Don’t just link to a portfolio, give people a reason to trust you before they click.
Call to action
Don’t make people guess how to work with you. Add a line that says exactly what to do next: “DM me to talk about ghostwriting,” or “Visit my site to book a fit call.” Simple is fine—clarity converts.
The goal isn’t to impress everyone. It’s to signal clearly to the right people: I do this. I’m good at it. Here’s how to reach me.
How to stay visible without burning out
You don’t need to post every day to stay top of mind. And you definitely don’t need to treat LinkedIn like a second job.
You just have to be consistent and find a rhythm that fits around client work, not one that competes with it.
If visibility has felt too time-consuming or too chaotic, here’s a simple weekly structure that keeps you active without burning through your focus:
| Day | Action | Goal |
| Monday | Draft one post | Create a useful, relevant asset |
| Tuesday | Publish + comment on 3–5 posts | Stay active, start conversations |
| Thursday | Optional second post + reply to comments | Maintain presence and engagement |
| Friday | Send 1–2 thoughtful DMs | Build relationships, not just reach |
This isn’t about gaming the algorithm but about staying in motion, even during client-heavy weeks. You can scale it up or down depending on your bandwidth, but the core idea is simple: one useful post, a few genuine comments, and a couple of light-touch connections.
Your voice can build more than a client list
Most ghostwriters start building a brand because they want better clients. And that’s a good reason. But if you stop there, you miss the bigger opportunity.
Visibility doesn’t just help you get hired—it changes how you’re seen. When people trust your voice, not just your writing skills, you move from executor to partner. You start getting pulled into strategy conversations. You earn the benefit of the doubt in sales calls. You get to charge for your brain, not just your output.
And it doesn’t end there. A clear, consistent presence can unlock more than client work.
You might launch a productized offer.
- Speak on a panel.
- Run a workshop.
- Advise an early-stage team.
- Even build a team of your own.
None of that happens if no one knows your name.
You can already see this happening with a few freelance and ghostwriting professionals who’ve built quiet influence on LinkedIn. Some have turned one post a week into a steady stream of inbound leads. Others have used their presence to shift from execution to strategy, or to test productized offers beyond one-on-one client work.
The paths vary—but the common thread is this: people trust what they can see. And they act on it.
The work you’re doing now can lead to more than just another signed contract. But you have to make space for that future to find you.
Final thoughts: it’s your turn to speak
There’s no one right way to build a personal brand as a ghostwriter. Some show up with big opinions. Others lead with craft. Some post weekly. Others focus on profile clarity and smart comments.
What matters isn’t volume but intention.
You don’t need to go loud or start sharing your life story. You just need to stop being invisible. Being invisible makes the work harder than it needs to be. It keeps you underpriced, underestimated, and easy to overlook.
A visible brand gives you leverage.
It opens doors you didn’t ask for. And it makes it easier for the right people to trust you without needing a referral.
You already know how to shape a message. Now it’s time to shape your own.If you’re looking for a place to start, Column has a course that walks you through this process—quietly, intentionally. It’s designed to help you build a presence without oversharing, overextending, or turning yourself into someone you’re not.
