Ask Not What Your Business Blog Can Do For You

We ghost bloggers are fairly new to the business scene, but, as I’ve mentioned in earlier “Say It For You” pieces, ghostwriting has a very, very long history.  U.S. presidential speechwriters are one of the better-known examples, starting with the story I told about George Washington using Jefferson and Hamilton to craft his speeches.  I learned recently that Calvin Coolidge was the first president to hire an official, full time speechwriter.  Since then, of course, every president has had an Office of Speechwriting.  There’s even an interesting book called White House Ghosts, written by Washington reporter Robert Schlesinger, on the topic of presidential speechwriters.

I can find quite a number of interesting parallels here.  All of us remember famous lines from presidential speeches.  How about Franklin Delano Roosevelt’s “The only thing we have to fear is fear itself”, Ronald Reagan’s “Tear down this wall!” and, perhaps best-known, Kennedy’s “Ask not what your country can do for you — ask what you can do for your country”?  Ghost writers had a hand in creating all of these speeches. So, does that mean U.S. presidents have no influence on the speeches they deliver? Far from it!  Michael Gerson, talking about one of the speeches he and his team wrote for Bush, said “Our concern is not to write a good speech, but to write a good speech that is also his speech.” Richard Goodwin, speechwriter for LBJ, said his job was to “illuminate the president’s inward beliefs”.

I’ve said this before:  Your ghost blogger needs to pick up on your unique corporate style in order to speak your message in your voice to your customers. Your blog helps drive business to your website.  When your customers arrive, they find – YOU!  Now you have a chance to shine.  No longer is it a matter of what your blog did for you – it’s what can you do for your new customers! Meanwhile, behind the scenes, your ghost blogger will be basking in unseen and unheard glory, having Said It For You.

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