Everyone knows that writing is difficult - and everyone knows that most folks just aren't good at it. Not in a way that's . . . well, readable. Yet those same folks cringe at the thought of using a ghostwriter.
Ego, for one - particularly when one is highly educated. "I was the editor of Harvard's Law Review," they'll say. Fantastic. That's a SUPER impressive tidbit to add to your bio, but it doesn't mean doody to most readers. They want a great story, article, ad, etc., not a legal analysis.
Another reason they don't like it is kind of silly: cost. As we mentioned with the commitment necessary for digital media marketing, writing - great writing - takes a certain commitment as well. It's not really the time commitment - not to one who writes consistently - it's the process. You're paying for the cumulative measure of their work.
So before you head over to a content mill in search of a great writer, consider the story of Picasso's napkin below.
The story of Picasso's napkin
Picasso was sitting in a Paris café when an admirer went up to him and asked if he would do a quick sketch for him on a paper napkin. Picasso politely agreed, did a quick sketch and handed back the napkin — but not before asking for a rather large amount of money. The admirer was horrified: “How can you ask so much? It only took you a minute to draw this!” “No”, Picasso replied, “It took me 40 years.”
Image from Christopher Sessums.