A ghostwriter will improve your business

Six ways you win

Writing your blog and creating your web content

      1.  A Ghostwriter is a professional just like you are.

You’re the expert in your field, whatever your career, trade or profession therefore you understand your specialist area, you have the knowledge, the experience, the skill. But, do you have the same level of skill and knowledge when it comes to words and writing? Can you choose the correct style or technique of writing to reach your reader? Can you communicate your message, directly, interestingly and make it memorable. I’m a ghostwriter, which means words are my business, and because of that I write quality, targeted content to engage your potential clients, this will encourage them to take the next step to becoming your customers. Plus, you don’t have to worry about grammar, spelling, punctuation or producing hard to understand, confusing messages.

      2. I get your writing done quickly.

Ghostwriting’s my job, so obviously my focus is on you, you message and your time – nothing else. I don’t need to leave my desk to sort out other problems, handle customer queries, manage staff or organise sales. I can write your 500-word blog or a page of your website in one sitting, no distractions. A short e-book takes a while longer, but each chapter will get my of undivided attention, until it’s complete

      3.  Save Time

Hire me to write your web content or blog and it will free up your own time to attend to your clients, your customers and working on your business – the things you’re excellent at doing. Yes, you’ll be paying me, but I believe your business will produce a higher rate of return and generate more income than my fees – and the writing I produce will be earning money for you, while, doing it yourself, you’ll still be sitting at your computer wondering what you’re doing.

      4. Keep an eye on S E O.

I create well-constructed blogs and web content as part of your inbound marketing campaign. You’ll discover your website rankings improve, resulting in a move up Google or Bing’s pages. Of course, while pleasing the search engines your content needs remain readable and useful to your human readers. Keeping ahead of the algorithm curve is part of my commitment to you.

      5.  Cut your stress.

You hate to write, but you know writing is vital for your business, however I know you’d rather be doing your own job, the work you enjoy rather than the chore you hate. You sit at your computer and your mind instantly goes blank, the words don’t come, and as a result, you get more and more frustrated, irritable bad tempered with the potential risk your mood could spill over into your business. This could upset your staff, or far worse, upset your family. If you pass your words and writing responsibility to me, you’ll find it’s my passion. In return, you’ll shed a load of your stress and you’ll get first class work from me which will power your business forward – everybody wins.

      6.  A different point of view

Looking in from the outside, I see your business as a client, with a different eye, often we get too close to the details of our business, it’s too personal, to much a part of us. We don’t see what others see. The analogy I like is about dogs. To you, your dog, is the best dog ever, more loving, more faithful, the most trustworthy, you never tell other people this because it’s so self evident. This may be true; but for everyone else it’s just another dog.

I’m a ghostwriter for hire, talk to me, let’s see what we can do together.
Maybe read more about me and my ghostwriting

Writing a Video Script

You want a corporate video.

So, you need a corporate video script.

But, before you start to write your script, you need to do some thinking, and some planning:

Who is your target audience? 

You need to be specific; a scatter-gun approach misses everyone. Decide on your ideal customer and write your script for them. Write in a conversational voice, something they’ll understand and warm too. Because viewers switch off if the voice over is condescending or lecturing. One problem I see regularly is over technical scripts – written by geeks, for geeks. Is that really you viewer, and decision maker?

Get everyone involved. 

During the planning phase, each department of your business needs to talk through the content from their point of view. List the topics they see as important. If someone covers more than one area, get them to look at it from each area separately. In the final edit, you may cut some of these issues from the script – but this should be a decision of choice, not because you missed something

Decide how you’re going to tell your story.

Will there be an A to B sequence of events or information.  Make your story easier to understand. You’re telling your story to someone with little or no knowledge of your company, or process. Don’t forget the simple, basic everyday stuff you take for granted. Don’t leave your viewer guessing or puzzled, it’ll make them feel stupid, and they’ll hate you for it.

Open with a bang.

Grab the viewer’s attention. Make a bold statement. Ask a controversial question. Let the viewer know you’re going to solve their problem. If your video isn’t going to solve a problem, don’t waste your time and money producing it.

Don’t get too wordy.

Video is about show, not tell. Make a schedule of the video’s action first, what your audience will see. Let the words follow the visuals, to explain the things that won’t, or can’t, be on screen. Never, ever, ever say what you can clearly see.

Work on your ‘call to action’

Everything leads to this. What do you want your viewer to do when they’ve watched? You need to tell them. Try to weave this into your script, maybe add a couple of hints as the video progresses. If you want them to ‘buy’ you need to be pointing out the value from the outset.

Ok, the above is a good process to follow when you need to write a script. But before you do it yourself consider: Who is going to organise the process? Who is going to make the final decisions? Assess the time factor. If you want a video, you want it now, not in six months – it may be better to allocate the script-writing role to a professional. Consider how much income you will generate if you outsource the video script, to me, if you produce your video in a few weeks, rather than producing it ‘in house’ and finish twelve months later or perhaps never finish it at all.

Call me! 079 47 67 31 67, or email mail@alanhowarthwriter.co.uk

or read more about my way of working and writing

Writing Words Selling

All writing is selling something – a product, an idea, a fiction.


Successful writing must

  • Engage your reader,
  • Stay in the memory,
  • Instill desire, want or need.

Your strongest tools is the ‘rule of three’.


Because it works!

Writers don’t choose three by chance, they use it because it’s what their readers want.

People crave patterns, routine and comfort, they like to know what’s going on.

We also like things as simple as possible too.

And three, is the smallest, simplest surest number that produces what we crave – pattern routine and comfort.


So stick with the rule of three unless there’s a good reason not to.

It’s part of our culture, part of our lives, part of our understanding.

  • Three Little Pigs
  • Three Wise Men
  • The Good The Bad and The Ugly.

We learn and hold things in our memory when they’re based on three.

The United States Marines believe in the Rule of Three.

It gets things done and keeps soldiers alive.

They reportedly experimented with a ‘rule of four’ and it failed.

Effectiveness, acceptance and knowledge retention gone.


Two ways with ‘the rule of three’

Henditris and Tricolon

Henditris, a figure of speech, when three words used together to express a central idea.

  • Sex, drugs and rock ‘n roll – the central idea the life of  rock star.
  • Location, Location, Location – the only thing that matters about a property.
  • Love all, Trust few, Do wrong to none. – Shakespeare’s guide to life in “All’s well that ends well”

Tricolon is the use of three phrases or words that come together, without interruption.

  • Veni, Vidi, Vici – (I came, I saw, I conquered) Julius Caesar
  • I require three things in a man: he must be handsomeruthless and stupid. – Dorothy Parker
  • If you describe things as better than they are, you’re considered a romantic; if you describe things as worse than they are, you’ll be called a realist; and if you describe things exactly as they are, you’ll be thought of as a satirist. – The Naked Civil Servant by Quentin Crisp

Both forms will make your writing stronger and more effective

So, please, no more plain, simple, direct writing.

Make your words enjoyable, powerful and memorable.

If you recognise three as a magic number,

you’ll find your writing is more engaging, more memorable and more productive.

And if you’re not writing to

  • Engage your reader,
  • Make them remember
  • Make them respond

WTF are you writing for?

Simple words, short sentences = no sale

The Right Word

Simple Words. Short Sentences. No Sale I’ve been a writer for longer than most of you have been breathing in and out. Back when you were still sucking your dummy, I was probably sucking my pen, wondering if I’d chosen the right word. Years have passed, my pen sucking has morphed into screen gazing, but I continue to suffer ‘creative confidence failure’. My belief that I’ve written a world class piece evaporates the moment I click ‘send’.  Why, oh why, have I sent this wonderful person, who’s paying me generously, this illiterate rubbish?

This ‘self worth fatigue’ is the reason I read everything I can find about writing technique. Because I always strive to be a better writer. I want to learn. I want to know. I love to make words sing in tune.

Instruction or Sale

Recently though, I’ve been reading lots of pieces suggesting you keep your writing simple, with easy words and short sentences. Good advice? If it’s simple instruction, like how to make a cup of tea, simple words are good. But if you want to sell a kettle simple words won’t do the job.

You know a sale is rarely made on the first presentation, it often takes several meetings. Which is why your written sales message needs a hook. It’ll keep your potential buyer’s mind drifting back to it, because every time it pops into their mind it works like another pitch.

What’s Your Message?

Fill your sales writing with memorable phrases, original metaphors and quirky elegance and it’ll keep your message in your reader’s mind. Keep them thinking and there’s more chance of making the sale. Because, despite anything you may be thinking, all writing is trying to sell – an idea, a product, a feeling, a desire, a mood.

The benefit is, in a few days, maybe weeks, your reader will be trying to re-find your post or web page. A Google search for that memorable phrase, that original metaphor could deliver a top ten result.

So, next time you’ve got something to write, instead of working at keeping it simple, work at keeping it in your buyer’s thoughts, or maybe, hire me to do it for you.

Quit Your Google-dependency

Google’ is part of our language.

Unfortunately, Google, is also a prefix for many others – Google-stress, Google-anxiety, and worst of all Google-dependency?

Deep in the night, you hear a whisper in a dream, “Oh bugger, they’ve done it again!”

Like the cycle of the moon Google pulls an update stunt and your world falls to pieces as your page rank fades, like last year’s X factor winner, into nowhereness.

This ‘jumping at shadows’ attitude, to Google’s algorithm tweaks, however marginal, comes down to one fact – Google-dependency! We depend on being found search results for our very existence.

So, why do we tremble before Google? Are they just a bunch of bad people trying to destroy your business, mine and every other business, purely out of spite, malice and vicious ill will?

And do we really need to re-work our websites for every new face Google pulls.

One Prime Task

Google, and other search engines, have one prime task – to deliver relevant and fresh information in response to a search query. And Google does this really well, and to be truthful I think it gets better every year.

We all use Google right now, but if a better search engine appeared tomorrow Google would go the same way as the search engines we used BG, Before Google. (I would list some of them here, but, honestly, I’ve forgotten them all.)

Just as we quake before Google, in truth, Google quakes before every new upstart that threatens their dominance . . . Why else would they buy up every competitor that makes some noise?

Love the 800lb Gorilla

Learn to love Google. Adore the giant silver back gorilla it has become, and, to paraphrase Voltaire, believe, “Everything is for the best in the best of all possible Search Engine worlds.”

Four Rules

Here’s my four rules to help you quit your Google-dependency.

1. High Rank is not your birthright.

Google, Bing and all the others, only rank your site if they think it’ll answer the question that someone has searched for. And just because they put your web page in front of someone yesterday, doesn’t mean they’ll do it again tomorrow.

You may have heard this before, ‘Content is King’, Google knows it, and tries to deliver it to its users.

Sometimes it doesn’t, but generally down to a bad search string. Build each of your pages so they focus on one facet of your niche website.

Remember Google owes you nothing. If you don’t make the first couple of pages, it’s because, in Google’s eyes, you don’t merit it.

2. Google make their Rules

They don’t have to tell you how and why, though actually they’re mostly pretty helpful.

They ‘sort of’ publish their idea of best practice, so if you choose not to work along with their theories of search, don’t complain if they don’t ‘find’ your website.

Don’t spend hours trying to decipher apparently ‘coded’ messages or search for secrets hidden between the lines – they aren’t there.

3. Ignore Google

Work on the content of your pages. Make them interesting and relevant for the people you want them to be found by, forget the rest, they don’t concern you.

Find other ways of getting your message out there – Social Media etc.

Remember, that girl/guy at school that you wanted so desperately. Yes, you know, the one that looked through you as if you were invisible. If you’d had the courage to ignore them too, they may have found you so much more interesting

Amazingly, if you do all this Google may suddenly fall in love with you, but equally, like your school crush, it may not. Get on with your life and your business without them.

4. Pitch for Google anyway

Well, you may as well, just don’t give your life to it.

A bit of SEO tweaking of your site won’t do any harm, as long as you put your audience first – make each of your web pages focus on one facet of your niche website. Your clients, customers, potential or current, are far more important than robot spiders.

Make your website simple, direct and intuitive to explore.

Make your content interesting, entertaining and useful – and if that’s a problem, let me produce your web copy.