How does an entrepreneur choose which route is right for them? Ghostwriters don’t just write, they research and can also help brainstorm content topics as well as form ideas into written pieces that grab the attention of readers and convert them into customers or clients. Their experience in developing compelling content helps sell your brand or products. How does an entrepreneur choose which route is right for them? If you are short on time and have a business idea you want to bring to life, hire a ghostwriter.