Your Shadow Knows

by Elle Ray | May 22, 2016 | Content Provider

“Shadow Writers” Explain What They Do

Recently, we attended a networking function where we found ourselves talking with a small group about our business, Ray Access. It happens. We mentioned that we don’t request or require a byline on anything we write for our clients. That’s not why we write. Both Mark and Linda have had their fair share of public acclaim; they don’t need attributions any longer.

In fact, we refer to our role as “ghostwriters,” since we feel it’s an accurate description of what we do. When we write, we stay in the background and remain anonymous. Whatever we compose — whether it’s website content, a blog post or a press release — our clients always get the credit for it. Always.

More Than Ghostwriters

Since the group seemed interested in how we managed to ghostwrite for other businesses, we explained that we write in our clients’ voices as much as possible. Sometimes, that means writing without contractions or using the first person or adding a touch of humor. With all our clients, we strive to strike a note that sounds like something they would actually say.

Then someone familiar with our work chimed in: “I think you’re more like a shadow than a ghost,” she said. “A shadow is faceless, but it’s still a part of you. A ghost may be faceless, but it isn’t real.”

Resonating Loudly

Writing for businesses is an art that takes practice and refinement to hit its mark. When you use the written word as a marketing tool, you need that copy to sing. Your company website needs to touch visitors with your own voice, reflecting your company’s distinctive perspective. Your words need to clearly establish your unique value position and represent you clearly.

Too often, writers tend to create copy that seems to say everything, but never in a way that connects with your audience. And since your website is often the very first contact potential customers have with you, it’s critical that your writing clearly capture your mission and your ideas. It has to resonate with your visitors. It has to read as if you were talking personally to each and every person who reads it.

The Ghost vs. The Shadow

Some say the ghost is the fearful one — it’s an unknown phenomenon, an other-worldly spirit. It can only be malevolent. To others, the shadow evokes more terror. It’s a dark, scary figure from the deepest recesses of your imagination, lurking just beyond the edge of sight. If you find yourself in an old house or a cemetery at night, both can be terrifying.

On the other hand, there’s Casper the Friendly Ghost. A ghost may be nothing more than a trick of the light, an electrical discharge. Who can say? Shadows also may be nothing to fear. Some people love to dance and twirl through the sunshine with their shadows following close behind. You can be lost without a shadow. Just ask Peter Pan.

We Choose the Shadow

The real-world difference between the two is more concrete than either a ghost or a shadow is on its own. When it comes to describing Ray Access, “ghostwriters” is the more common phrase. It has come to mean “writing anonymously for someone else.” But “shadow writers” is the term that better reflects the essence of what we do for our clients. Shadow writers combine the best aspects of “job shadowing” with the elemental basics of “ghostwriting.”

So until another, more striking comparison reveals itself to us, we at Ray Access choose to be called “shadow writers.” In the corporate world, we’ll still answer if someone is seeking ghostwriters, but now you know that we plan to straddle the line between stalker and friend. When we write for you, we become your shadow, acting as if we are an extension of your consciousness — your very voice, if you will.

We’ll ask how professional or how casual you want to come across. We’ll learn about your company, your vision and your mission. We’ll listen for your voice. We’ll research all about your customers: what they like, what they want, and what they value. We’ll copy your vernacular and your attitude toward your business. We hope to be so much like you that your readers cannot tell the difference between you and your shadow writers.

The brighter the light you shine on your story, the longer your shadow plays to its intended audience. To learn more about how Ray Access accomplishes its shadow writing, and how your company can benefit from it, contact us.

Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.