Coffee With Cole: The Digital Writing Podcast Episode: How to Educate Clients Instead of Convincing Them
Host: Nicolas Cole
Release Date: March 4, 2025

In this insightful episode of "Coffee With Cole: The Digital Writing Podcast," host Nicolas Cole delves into the strategic approach of educating clients rather than attempting to convince them of the value of premium ghostwriting services. Drawing from real-world interactions and personal experiences, Cole offers actionable advice for digital writers and ghostwriters navigating the evolving landscape of content creation, especially in the age of AI.

Introduction to Client Engagement

The episode kicks off with Cole engaging in a casual conversation with a guest named Vishal, celebrating personal milestones and sharing anecdotes about chasing the northern lights in Finland. This sets a relatable tone before transitioning into the core topic of client engagement.

The Problem with Traditional Convincing

Timestamp [00:32]: Cole introduces the primary question: “In the age of AI tools that handle 80-90% of content creation, what is the value of a ghostwriter who charges significantly more?” He emphasizes the common mistake writers make by trying to convince clients of their worth over affordable AI alternatives.

Cole: “You are not trying to convince the client of anything. As soon as you start with the frame of how do I convince them of this you, you've sort of lost the plot.”

Educating Clients: The Core Strategy

Cole advocates for educating clients about their unrecognized needs and challenges rather than pushing for a sale. By asking insightful questions, writers can uncover deeper issues that AI tools cannot address.

Timestamp [02:00]:

Cole: “It's to educate them on what they don't know. It's to educate them on things that they aren't aware of. Because if I educate you sufficiently, I don't need to convince you. You sell yourself.”

He advises against starting conversations by comparing ghostwriting services to AI tools. Instead, engage clients by understanding their processes, identifying shortcomings, and highlighting areas for improvement.

Cole: “What's your process been? Or like, what do you typically do? There's how long does it take you? I play with it a couple hours a week. Interesting...”

The Importance of Surrounding Skills in Ghostwriting

Beyond writing, Cole underscores the significance of ancillary skills that enhance a ghostwriter's value. These include:

• Positioning and Offer Creation: Helping clients define their brand and service offerings.
• Client Interviewing: Asking thoughtful questions to uncover true needs.
• Account Management: Over-communicating, managing deadlines, and handling feedback constructively.
• Emotional Resilience: Accepting revisions without personalizing criticism.

Timestamp [08:30]:

Cole: “The game of making more money as a writer is about all the skills that surround the writing.”

He contrasts this with platforms like Upwork and Fiverr, where writers often struggle with pricing power due to a lack of these supplementary skills.

The Role of AI in Content Creation

Cole acknowledges the transformative impact of AI tools on content creation, noting that while AI can handle a significant portion of writing tasks, the true value lies in the human-centric skills that AI cannot replicate.

Timestamp [10:44]:

Cole: “Whoever can educate you the most on a problem you inherently assume is the best person to help you.”

He highlights that only a small fraction of businesses are adept at leveraging AI effectively, leaving a vast majority in need of skilled ghostwriters who can offer more than automated solutions.

Practical Frameworks for Identifying Client Problems

When asked about specific frameworks to identify and highlight client problems, Cole shares his systematic approach:

1. Research Client’s Online Presence:

   • Assess their website, social media, and other digital touchpoints.
   • Identify visible gaps or outdated elements.

2. List Specific Issues:

   • Example: “Looks like you haven't posted anything in three years.”
   • Example: “Your newsletter subscription process is ineffective.”

3. Guide Conversations Based on Findings:

   • Use these observations to steer discussions toward areas where clients may need assistance.

Timestamp [12:32]:

Vishal: “If you were starting today, I mean, what were specific frameworks that you would have chosen to be able to identify and highlight these problems?”

Timestamp [12:58]:

Cole: “I would just make a little list for the person I'd be like, I went to your profile... Here's five or six problems that I notice.”

This methodical approach ensures that conversations are grounded in tangible observations, making it easier to demonstrate value without overt persuasion.

The Lesson from Building Ship 30: Focus and Depth

Cole shares a personal anecdote about launching Ship 30, a program aimed at building daily writing habits. Despite implementing numerous strategies—gamification, rewards, coaching—the team struggled to achieve consistent participation. This experience taught Cole the importance of deeply understanding specific problems rather than addressing broad or superficial ones.

Timestamp [15:40]:

Cole: “We couldn't even get, like, 20% of people to do it the first day... It taught me a tremendous amount about how much you have to dig into one problem.”

He connects this lesson to the broader theme of focusing on specific client needs rather than trying to offer all-encompassing solutions, reinforcing the idea that mastery in particular areas leads to greater success and client satisfaction.

Conclusion: Embracing Opportunities Amid AI

In wrapping up, Cole reflects on the duality between hard skills and mental frameworks. He expresses frustration with those who perceive AI as eliminating opportunities for writers, advocating instead for a mindset that sees AI as a tool to enhance human capabilities.

Cole: “There's so much opportunity that it's overwhelming, like you can't even wrap your head around it.”

By focusing on education, specialized skills, and deep problem-solving, writers can navigate the challenges posed by AI and continue to provide invaluable service to their clients.

Key Takeaways:

1. Shift from Convincing to Educating: Focus on uncovering and addressing client problems rather than battling over price or tools.
2. Develop Surrounding Skills: Enhance your value through positioning, offer creation, client management, and emotional resilience.
3. Leverage AI as a Tool: Use AI to handle routine tasks, allowing you to focus on strategic, creative, and interpersonal aspects that AI cannot replicate.
4. Research and Personalize: Conduct thorough research on potential clients to identify specific issues and tailor your approach accordingly.
5. Focus on Depth Over Breadth: Specialize in solving particular problems to build expertise and trust, rather than attempting to offer exhaustive services.

By adopting these strategies, digital writers and ghostwriters can effectively differentiate themselves in a competitive market, demonstrating their unique value beyond what AI tools can offer.