Ghostwriting is a backroom art. A ghostwriter needs to be skilled, flexible, and tactful. But while you’re off writing for others, one very important question presents itself: how do you position yourself—particularly on a site like LinkedIn, where being seen and being known is paramount?
While it can seem ironic to promote oneself as a ghostwriter, it is absolutely possible (and imperative) to establish credibility and attract clients without violating anonymity or seeming too promotional. This article provides a step-by-step guide on how ghostwriters can market themselves honestly and effectively on LinkedIn.
1. Start with a Strategic Headline
Your LinkedIn headline is valuable digital real estate. It shows up in search results, your profile preview, and alongside each comment you post. Instead of opting for something generic such as “Freelance Ghostwriter,” create a headline that clearly communicates what you do and whom you serve. An effective headline directly addresses potential clients and emphasizes the value of your services. For example: “Ghostwriter to Founders | I Assist Executives in Creating Influence Through LinkedIn Content” is much more focused and searchable. Adding keywords such as “ghostwriter,” “LinkedIn content,” or “thought leadership” gets you in front of those looking for what you provide.
2. Write a Value-Driven ‘About’ Section
Most ghostwriters make the mistake of using the “About” page to discuss solely their experience in writing. Rather, use it to speak directly to your desired client’s pain points. Begin by outlining common challenges they’re experiencing—like having no time, poor messaging, or struggling to show up consistently online. Then, describe how your ghostwriting is a solution. Outline your process, methodology, or triumphs. Lastly, add a call to action requesting readers to connect or send you a message. Your aim is to make the reader feel heard and assured that you can assist them in raising their voice without writing a word themselves.
3. Showcase Testimonials and Success Stories—Anonymously if Necessary
Social proof is essential, but ghostwriters often face confidentiality limitations. That’s okay—you can still build trust without naming names. If clients allow it, include testimonials that focus on your professionalism, efficiency, and communication. Even without permission to disclose client identities, you can share anonymized success stories. For example: “Helped a fintech founder grow their LinkedIn following from 1,000 to 10,000 in six months through weekly ghostwritten posts.” These kinds of narratives show prospective clients that your work drives results, even if you remain behind the scenes.
4. Share Your Own Thought Leadership Content
It may seem counterintuitive to post your own content when your own brand is about being undercover. But in order to bring in clients, you have to show that you’re an expert. Consider your personal content to be a portfolio masquerading as an individual blog. Post about writing advice, content planning, personal branding, and thought leadership trends. Give a behind-the-scenes look at how you ghostwrite, or discuss mistakes that others make when they are attempting to build their online presence. Content like this makes you an authoritative expert and informs potential clients that you know how to write for effect even if you’re not going to be signing the post.
5. Use the ‘Featured’ Section as a Mini Portfolio
LinkedIn’s Featured section allows you to spotlight your best posts, links, or documents. Use this space wisely by showcasing a carousel post that explains your services, an article about ghostwriting, or even a downloadable resource like “5 Signs You Need a Ghostwriter.” If you’ve written impactful posts that received high engagement, feature those to demonstrate the kind of results you can create. Even a short introductory video explaining who you serve and what you offer can work wonders here. Remember: this section is one of the few places where you can curate your best work for profile visitors.
6. Engage Strategically with Potential Clients
Your presence on LinkedIn does not just materialize from writing—interacting is also visible. One of the best activities for promoting yourself as a ghostwriter is responding to posts of your target market with insightful comments. They might be founders of startups, coaches of businesses, executives, or content managers. As you’re engaged in comments that add something valuable to discussion, you also happen to enhance the visibility and awareness of being there. Once you get in touch with someone, follow up with a friendly message—not a pushy one. Just say hello and tell them how you assist individuals like them in sharing ideas through ghostwritten work. Establish relationships before offering anything.
7. Join and Participate in Relevant LinkedIn Groups
Communities are a hidden treasure trove for ghostwriters. There are numerous active communities on LinkedIn in which founders, creators, marketers, and business owners seek guidance, exchange ideas, and seek assistance. Joining these communities and offering value—either through responding to questions, offering insights, or contributing to the discussion—you increase your visibility in a more focused manner. These mini-communities enable greater participation and tend to result in referrals and project inquiries, particularly if members start trusting your voice and experience.
8. Turn on Creator Mode and Choose the Right Hashtags
Switching on Creator Mode on your LinkedIn profile unlocks several helpful tools, such as featured topics under your name and increased visibility for your content. When setting it up, choose hashtags that align with your niche, such as #ghostwriting, #thoughtleadership, #linkedincontent, and #contentmarketing. These help users discover your content more easily, especially those who are already searching for services like yours. Creator Mode also signals that you’re active and serious about sharing ideas—something potential clients look for when hiring writers.
9. Publish Articles or a Newsletter
One of the most effective means of building lasting credibility is by posting in-depth content natively on LinkedIn. Pen articles or begin a newsletter to explore issues your ideal customers are interested in. For instance, an article entitled “Why Founders Shouldn’t Write Their Own Content” can educate and resonate. Publish your knowledge on content strategy, thought leadership, and branding. These are evergreen content, discoverable, and shareable. In addition, they enable you to show your abilities in a non-spammy manner—demonstrating that you can produce content that educates, captivates, and generates results.
10.Make Your Services and Booking Info Clear
Many freelancers miss out on leads simply because their profiles are vague. Be upfront about what services you offer. In your About section, pinned posts, or Featured area, list exactly what you provide—LinkedIn ghostwriting, blog writing, executive bios, or strategy sessions. Be specific about packages or deliverables where possible. Include a direct call to action: invite visitors to DM you, book a consultation, or visit your website. If you use a tool like Calendly, link to it so prospects can schedule a call without back-and-forth messages. The easier you make it to work with you, the more likely prospects will reach out.
Final Thoughts
Ghostwriters assist others in creating visibility and influence—but that doesn’t necessarily mean you should stay out of sight yourself. By being strategic, clear, and genuine in your use of LinkedIn, you can successfully promote your ghostwriting services without violating your clients’ confidentiality.
From perfecting your profile and highlighting anonymized results to establishing relationships via content and interaction, each thing you do is building trust and authority. And in an industry founded on secrecy, trust is paramount.
You don’t have to yell to be heard—you just need to regularly, strategically, and professionally show up. Your next client may be observing. Let your LinkedIn profile tell the correct story.
