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does ghostwriting “water down” your authenticity?

A while back on Twitter, I came across an interesting discussion about ghostwriting.

In the wild wild west world of Money Twitter, ghostwriting is a massive niche.

Someone pays you X amount of doll-hairs to publish Y tweets a day for you every month. Some of these Twitter ghostwriters make a substantial bit of guap.

Anyway, someone released their private DMs they had with one of these Twitter ghostwriters. And the person who released these DMs said they’d *never* use a Twitter ghostwriter because it’s inauthentic.


Let’s dissect this:

For one, the green bubble dude has a point:

Many of these Twitter ghostwriters' only concern is getting you more followers. So he has a valid point when he says he wants to build authentic followers, not followers for the sake of it.

This reminds me of lead generation in the world of email marketing:

One of the best ways to get an almost unbelievable amount of leads is through Facebook Ads.

But there’s a big, fat problem with ole Zuck and his ads:

The lead quality suffers. You get bozos who would never, under any circumstances, even if they were on the brink of death and your product or service could literally save their lives, buy anything from you.

I’ve seen this play out with too many clients to count, the old design agency I worked on, and even on some real estate investing podcasts I work on.

Yes, Facebook Ads work like gangbusters to get you lead quantity. But at the cost of quality.

And methinks that’s what our green bubble dude is referring to.

But… he’s also wrong (kinda).

Not about anything he said. Especially in his last message — I chuckled at the “please tell me, with your 24 followers, more about building an authentic following, you seem to know so much…”

But about ghostwriting in general.

Ghostwriting and authenticity aren’t opposites.

You can have both.

(And I suspect Joshua Lisec, my favorite ghostwriter, who has published an insane amount of ghostwritten books for books you’ve probably read, would agree.)

In the world of email… I ghostwrite emails.

I sign off each email from my client’s name, not my own. And this is for a bunch of reasons — but mostly because clients I work with are the “face” of their brand.

But my emails are authentic to my clients. They also make LOOT — especially compared to what my clients were doing with their emails before I entered their world. And not a single person on any of my client's lists believes it’s me (instead of the “face” of the brand) sending them emails.

If you think ghostwriting is inauthentic, it stems from a deeper fear issue:

And it’s something that might stop you from backing the Brinks truck into your bank account as often as you could.

See, here’s the thing:

In biz, it’s usually *you* who gets in *your* way the most.

Not a lead gen agency, VA, Twitter ghostwriter, or email copywriter.

Whether you don’t want to outsource lead gen because it’s inauthentic.

Or you don’t hire a Twitter ghostwriter because it feels inauthentic.

Same with email.

Are you afraid of growth? If so, don’t hire a ghostwriter.

If you’re not, a ghostwriter could catapult your business to heights you only dreamed of (as long as you have a proven offer).

Now, don’t take this the wrong way:

I mostly side with the green bubble dude in the picture.

To me, he seems less worried about the inauthenticity… and more worried about “vetting” ghostwriters. This mf with only 24 followers probably ain’t the best ghostwriter (or else, he’d “ghostwrite” for himself and grow his *own* Twitter followers… for no other reason than to look more credible).

But I didn’t wanna ignore the “afraid of growth” trap that I see many people fall into, especially with their emails or books.

And I’ll say this:

I don’t have a Twitter ghostwriter. I’ve had people hop into my DMs and offer to be mine. But it’s low on my priority list right now.

And something like hiring a ghostwriter for your emails, sales letters, or books lends itself to more authenticity than a Twitter ghostwriter (who would likely write a bunch of clickbait).

Just something to think about.

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