You have heard of ghost writers, people who are paid to write a book, sometimes using the voice of another writer, but their name never goes on the book as the author.
To ghost write according to Mirriam-Webster –
intransitive verb: to write for and in the name of another
transitive verb: to write (as a speech) for another who is the presumed author
Here is a clearer definition provided by Freelance Writing .com
“host writers are writers for hire who take money but none of the credit for the work produced. The original writer, or author, is hiring the ghost as a freelance writer to produce copy writer work for a fee. The author takes all the credit for all the original work produced, including all the original writing produced by the ghost writer. The ghost, who is usually paid in advance of completing the job, gets the money as a “work for hire” job and assumes none of the credit for the ghost writing work.”
When I am working for a client it is important to use their voice in everything I do! My voice goal is to have everyone that goes to a clients Facebook page assume that it is the client or the owner of the company posting! It isn’t just a matter of understanding the company or persons audience, but understanding how they relate to their audience! For me to pull this off it important for me to spend time with the person whose voice I am portraying. I have spent time sitting in a cafe, getting to know the aura, the clients and the employees as well as spending time with the owner. I have joined in on knit nights at a clients yarn shop (I can barely knit), getting to know the regulars and watch how the owner, Karen interacts with them. I have participated as a singer and teacher for one of my non-profit clients, gaining a deep understanding of the essence of the non-profit and their interactions with the people they serve. All of this doesn’t mean that you don’t spend time on there website, reading the mission statement and other items related to the client such as goals, all of those can bring insight as well. I strongly feel that in order to be their voice you have to absorb who they and who there business is.
Using their voice and my knowledge their social should be getting a higher reach, more like, comments and shares and one of my favorites is a comment like “thanks (name of account owner) for sharing our event” etc. That is when I know I have their voice.
Are you hiring a marketing person/company? Have they said they do not need to meet you, that just looking at your website and social media gives them all the information they need to know? Maybe you should reconsider this.
Examples of post from various clients and the Facebook Insights on them. Keep in mind these are small businesses and non-profits.