How a Copywriter Who Enjoys Ghostwriting Books Benefits Doctors
By Jessie Brown
As you scroll mindlessly through your social media after a long day of patient outreach, you see an ad for a copywriter who loves ghostwriting books for doctors.
At first, you roll your eyes. You shake your head. Maybe even chuckle a little.
- How can a copywriter possibly have any credibility in the healthcare industry?
- How can a copywriter who specializes in ghostwriting books be any help to you? To your brand?
But the ad doesn’t leave your thoughts.
The truth is, you’ve spent the last several months devoted to getting healthier and building your brand because you saw such a need for accessible and understandable healthcare.
You’ve posted frequently about your new practice on social media. Your professional headshots create a welcoming, and experienced vibe. Your website is informative, easy to navigate, and paints you as an authority.
You’re confidently doing something new and different with your practice. It feels like patients should be lining up at your door. The phone should be endlessly ringing. Your inbox should be full!
But the reality is this: the healthcare market is competitive—and that competition is only increasing. Worse, you’re finding this out the hard way as your practice remains vacant. You feel haunted by what could be.
To compete as a doctor, it’s vital to continually promote yourself and the services you offer. That means consistently marketing — through blogs, articles, books, and more. Doing so helps you build trust, credibility, and authority — which in turn allows you to connect deeply with your ideal client.
But if the thought of writing books and articles haunts you, it might be time to invest in a copywriter who enjoys ghostwriting books, to help you gain trust, credibility, and ultimately build loyalty, so patients choose to stay with you.
Why Should You Opt for a Copywriter Who Enjoys Ghostwriting Books?
First, you may be asking: what is the difference between a copywriter who loves ghostwriting books and a ghostwriter?
In many ways, these two titles can and do overlap. A ghostwriter professionally writes something which is credited to someone else. A copywriter writes compelling copy to sell products, build client trust, and more.
There is definite overlap between the two, and hiring a copywriter to ghostwrite your book will calm your business fears:
- What if you continue to consistently struggle to find patients?
- What if your current patients leave you for another practice?
- What if there’s not enough time to do all the things that need to be done?
- What if there is enough time to do what needs to be done, but you spend every waking hour on your practice, and there’s no time left for your family?
A copywriter, particularly one who genuinely enjoys ghostwriting books for you, is skilled in listening, writing, and marketing for the goals you wish to see fulfilled.
So, what exactly happens before you hire a copywriter? You’ll first meet virtually to discuss your business and see if the two of you would make a dynamic team. You’ll talk about things like:
- Your business goals
- Who your target audience is
- What it’s like to be your patient
- The tone and brand image you wish to present
- What makes you the choice in your industry
- Your competitors: who they are and how you differ from them
- What you have tried that has worked
- What you have tried that hasn’t worked
Your copywriter will listen intently — hearing your concerns and frustrations, genuinely rooting for the dreams you visualize for the future of your practice. They will put together a proposal of copy recommendations that best fits your goals.
A proposal of recommendations from a copywriter who specializes in ghostwriting books could include articles such as weekly SEO optimized blog posts, ad campaigns, and email sequences, in addition to plans for your book.
These recommendations will help you gain trust and credibility, grow your audience, and allow your website to rank organically in searches.
The inclusion of a book in the copy proposal will elevate you further as an authority in your industry. An engaging, research-driven book with your name on the byline — written by a copywriter who is passionate about ghostwriting books:
- opens the opportunity for you to share your personal journey which will connect with readers on a personal and emotional level
- allows you to share unique insights and research with your ideal audience
- highlights the expertise that you carry
- tells the world that you’re a thought-leader in healthcare
Teaming up with a copywriter will immensely benefit you. Articles and books with your name allow you to present yourself as an authority in your field, which will help you gain trust and credibility among patients, healthcare experts, and the community.
Research is a Copywriter’s Specialty
Ghostwriting books requires thorough research, and copywriters excel at researching. Copywriters embody a business’ tone and voice when writing for them, and the way that they get there is through research.
Once you accept a project proposal with your copywriter, you get to continue with the tasks that need your most urgent attention. You get to focus on the patients who are in your care already rather than stressing about how to bring more into the office.
Meanwhile, your copywriter uses research to drive them forward in writing for you and your brand. They will:
- conduct interviews
- send out surveys
- network across social media platforms to understand your audience
- stay updated with industry related news, articles, statistics, thought leaders, and books
The focus on research, in-depth studies, and science will come across in the copy and create confidence from your patients. This thorough research will help you gain credibility within your industry.
A Copywriter Ghostwriting Your Book Will Speak Directly to Your Audience
Think back to a time when you had a medical problem. Maybe a severe headache that wasn’t going away, or sudden, unexplained pain in your lower back. How did you feel emotionally?
Were you anxious? Worried? Scared? Did you turn to the Internet for help? If you did, it’s not surprising – Google gets more than 1 billion health-related searches per day.1
When people search for answers to medical problems, there are a lot of strong emotions involved. So, it’s important to meet those emotions with empathy and care. This helps to build trust. Copywriters speak to your audience in this way:
- tell compelling human stories
- address concerns and problems with compassion
- focus on the transformation that your services will do for a patient rather than the basics of what your service provides
By speaking directly to your audience and meeting them where they’re at, your copywriter will help you gain the trust of your ideal clients. This is because your audience will feel genuine, empathetic reassurance from you. Essentially, they will feel seen, heard, and cared about.
A Copywriter Knows How to Market Your Book
Once your copywriter is finished ghostwriting your book, there’s still more to the process. They won’t simply deliver a file with the words to your book and ghost you. Copywriters are skilled at marketing, which means they will consult with you further.
And chances are, your copywriter won’t wait for the book to be finished before beginning to promote it. They will help you create a marketing funnel for your ideal clients to go through.
For example, your copywriter might ghostwrite SEO optimized blogs for your website to inform readers about your services and your book long before the release date. Each optimized blog will include a call to action, such as to:
- follow you on social media
- subscribe to your newsletter or email list
- book an appointment with you
- purchase your book
- Or listen to your podcast
Optimized blogs gain authority in Google over time. This means that as you consistently post engaging, relevant content on your website, you will begin to rank higher in searches.
Remember that statistic about how many people search for health-related problems? You want to rank high, and you want to position yourself in the best possible way so that as searchers find you and read your content, they have that ah-ha! moment where they realize that you are the clear solution they have waited for.
In addition to high-quality, engaging, trustworthy blogs, your copywriter might help you to create an email opt-in on your website, so that you can grow your subscribers before your book release. Then, around the time of your launch, your copywriter might write an email campaign for your robust email list with links to purchase your book.
All of these ideas are simply one example of a marketing funnel you could potentially develop alongside a copywriter who loves ghostwriting books. There are many different ways to approach it. The opportunities and possibilities are numerous when you collaborate in this way.
Find a Copywriter Who Loves Ghostwriting Books to Bring Your Vision to Life
Did you know that more than fifty percent of nonfiction books are written in collaboration with someone else?2 In fact, that number is rising even if it’s unknown exactly how many books are written in this way.
So yes, there’s nothing wrong with finding someone to ghostwrite your book, while you attend to the many other tasks on your overflowing plate.
You’re far from alone if you choose the ghostwriting path.
Publishing a book with your name on it will elevate your status as an authority in the healthcare field. It will help you earn trust, credibility, and loyalty with both your current and future ideal clients.
You already have the expertise. The new way of doing things. The fresh perspective. But there are things holding you back from writing your book by yourself.
Maybe it simply comes down to time. Or maybe you’re unsure of how to translate your knowledge to paper in the most compelling, engaging way. If that’s you, it’s time to collaborate with a copywriter who loves ghostwriting books and is confident in helping you bring your dreams to life.
In fact, it may haunt you if you don’t.
References:
- Davey, D. (n.d.). 12 top tips from a medical copywriter -marketing for medical practices. Health Copywriter. Retrieved January 25, 2023, from https://www.declandavey.com/medical-copywriting
- What is a ghost writer – and how do you become one in 2022? – constant content. Constant Content (A Division of Moresby Media Inc.). (2023, January 24). Retrieved January 25, 2023, from https://www.constant-content.com/content-writing-service/2022/06/what-is-a-ghost-writer-and-how-do-you-become-one-in-2022/
