Coffee With Cole: The Digital Writing Podcast
Episode: How to Become a LinkedIn Ghostwriter
Host: Nicolas Cole
Release Date: February 3, 2025

Introduction

In this insightful episode of "Coffee With Cole: The Digital Writing Podcast," host Nicolas Cole delves into the lucrative world of LinkedIn ghostwriting. Sharing his extensive experience as one of the highest-paid ghostwriters globally, Cole provides a comprehensive, step-by-step guide for aspiring writers aiming to specialize in crafting compelling LinkedIn content for personal brands. The episode is a treasure trove of actionable strategies, debunking common misconceptions and highlighting essential practices to excel in the digital writing landscape.

1. Clearly Define Your Role in Your Bio

Timestamp: [00:00]

Cole emphasizes the importance of clarity in a writer’s bio. He argues that many writers fail to attract clients because their bios are vague or filled with unrelated interests. Instead, Cole advocates for a straightforward approach using a specific template:

"I ghostwrite specific asset you want to specialize for target client."
— Nicolas Cole | [00:02]

Key Points:

• Specialization Increases Value: By specifying the type of content you ghostwrite (e.g., LinkedIn posts, newsletters) and your target client (e.g., fintech entrepreneurs), you enhance your perceived value.
• Avoid Vague Descriptions: Generic bios like "Marvel fanatic" don’t communicate your professional services effectively.
• Targeted Keywords: Naming a specific industry or client type helps in searchability and attracts the right audience.

Example Bio: “I ghostwrite LinkedIn content for fintech entrepreneurs.”

2. Be Your Own Case Study

Timestamp: [05:30]

Cole highlights that instead of relying solely on testimonials, writers should demonstrate their expertise through their own work. He shares his experience running a ghostwriting agency that generated millions without a single testimonial.

“When you are your own case study, you are literally living the benefits of what you are pitching to someone else.”
— Nicolas Cole | [05:45]

Key Points:

• Demonstrate Expertise: Regularly create and share your own content that showcases your skills.
• Use Your Platform as Proof: If you offer newsletters, maintain a high-quality newsletter for yourself.
• Educate Clients: By being your own case study, you can effectively illustrate the ROI of your services.

3. Identify 'Leaks and Faucets' in Your Network

Timestamp: [15:20]

Cole introduces the concepts of leaks and faucets as two types of contacts essential for acquiring clients.

“A leak is someone that you can help directly... A faucet is someone that might not need your help directly, but knows other people who would.”
— Nicolas Cole | [15:35]

Key Points:

• Leaks: Direct potential clients who need your services immediately.
• Faucets: Individuals who can refer you to potential clients, often becoming a significant source of business over time.
• Networking Strategy: Start by listing all possible contacts—friends, family, former colleagues—and categorize them as leaks or faucets.
• Leveraging Connections: Reach out to your network asking for introductions to potential clients rather than cold pitching unfamiliar high-profile individuals.

Practical Tip:

• When starting, don’t hesitate to offer services for free to entrepreneurial friends to build your portfolio and gain referrals.

4. Pitching in Public

Timestamp: [30:10]

Once you have exhausted your immediate network, Cole recommends an innovative approach called pitching in public to attract new clients.

“Pitching in public is basically the same thing as pitching someone directly, but you're turning it into an asset that lives forever, becomes part of your library, and has the potential to reach other potential clients.”
— Nicolas Cole | [30:45]

Key Points:

• Identify Opportunities: Look for individuals or businesses that aren’t utilizing LinkedIn effectively or at all.
• Public Audits: Create public content critiquing or suggesting improvements for potential clients’ LinkedIn presence.
• Visibility: These public pitches serve as demonstrations of your expertise, attracting not only the targeted individual but also others observing your work.
• Scalability: This method creates a lasting asset that can continuously attract clients without repetitive effort.

Example Approach:

• Write a LinkedIn post auditing a company’s current content strategy and outline actionable steps for improvement, subtly showcasing your ghostwriting services.

5. The Power of Consistent Follow-Up

Timestamp: [45:50]

Cole underscores that follow-up is crucial and often the most overlooked aspect of client acquisition.

“All of the money is in the follow up.”
— Nicolas Cole | [50:05]

Key Points:

• Persistence Pays Off: Most clients require multiple touchpoints before committing. Cole shares that his agency conducted follow-ups for up to 12 months.
• Overcoming Faulty Beliefs: Writers often hesitate to follow up, fearing they might seem pushy or annoying. Cole dispels these fears by explaining that most non-responses are due to clients’ busyness, not a lack of interest.
• Effective Follow-Up Strategies: Regularly remind potential clients of your services, reference their content, and offer tailored suggestions to keep the conversation going.
• Long-Term Relationship Building: Continuous engagement increases the likelihood of converting leads into clients over time.

Practical Tip:

• Set a schedule for follow-ups (e.g., weekly or bi-weekly) and automate reminders to ensure you stay on potential clients’ radars without manual tracking.

Conclusion: Execute the Five Steps to Success

Timestamp: [58:30]

Cole wraps up the episode by reiterating the simplicity yet effectiveness of the five-step process to becoming a successful LinkedIn ghostwriter. He encourages writers to execute these steps diligently, emphasizing that the barrier to entry is not complexity but rather the willingness to implement these foundational strategies consistently.

“If you follow these five steps, you can get into LinkedIn ghostwriting, which can be incredibly lucrative.”
— Nicolas Cole | [60:00]

Final Takeaways:

• Clarity and Specialization: Define your services and target audience clearly in your bio.
• Demonstrate Through Action: Be your own case study by continuously producing quality content.
• Strategic Networking: Identify and leverage leaks and faucets within your network.
• Innovative Outreach: Utilize public pitching to showcase your expertise and attract clients.
• Persistent Follow-Up: Maintain consistent communication with potential clients to convert leads effectively.

Cole’s comprehensive guide serves as an invaluable roadmap for writers aspiring to thrive in the competitive field of LinkedIn ghostwriting. By adhering to these strategies, writers can significantly enhance their client acquisition efforts and build a successful, lucrative career.

Notable Quotes:

• “I ghostwrite LinkedIn content for fintech entrepreneurs.” — Nicolas Cole | [02:15]
• “When you are your own case study, you are literally living the benefits of what you are pitching to someone else.” — Nicolas Cole | [05:45]
• “A leak is someone that you can help directly... A faucet is someone that might not need your help directly, but knows other people who would.” — Nicolas Cole | [15:35]
• “Pitching in public is basically the same thing as pitching someone directly, but you're turning it into an asset that lives forever...” — Nicolas Cole | [30:45]
• “All of the money is in the follow up.” — Nicolas Cole | [50:05]
• “If you follow these five steps, you can get into LinkedIn ghostwriting, which can be incredibly lucrative.” — Nicolas Cole | [60:00]

This episode is a must-listen for digital writers seeking to specialize in LinkedIn ghostwriting, offering a blend of strategic advice, practical tips, and motivational insights to kickstart and scale a successful ghostwriting business.