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I’m building my copywriting practice with a simple goal: turn ideas into clear content that people actually understand and care about.
I’m currently focused on copywriting, content writing, social media content, and editing especially for coaches, consultants, and service based businesses.
This October, I’m turning more of my practice work into real portfolio pieces, learning from the process, and looking for opportunities to help businesses communicate what they do more clearly.
I’m looking forward to connecting with other creatives, learning from the Contra community, and putting my skills to work on meaningful projects.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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It was Tuesday, I remember... a guy named Dev sent me his demo page. He sells scheduling software to dental offices, mostly in his postal ranges. The whole page was three lines. I counted twice because I didn't believe it.
Line one said "Request a Demo." Line two said "Fill out the form and our team will be in touch." The button said "Submit."
"Be in touch" could mean a quick call. It could also mean nine emails from a guy named Kyle.
The visitor has to guess, and people don't fill out forms when they have to guess.
So we fixed it live, one small change at a time.
Change 1. say what happens
The headline became "See Chairtime work in your office." The subtext became "Book a 20-minute walkthrough with our team." Now you know what you get and how long it takes. But it still talks about the software. Nobody wakes up wanting to look at software.
Change 2. talk about the person
The new headline: "See how your front desk could stop losing 6 no-shows a week. Takes 20 minutes." The subtext: "We'll use your real schedule. No slideshow."
That last bit is on purpose. Everyone who books a demo is scared they'll get a scripted pitch from someone reading off a screen. Say the fear out loud and it shrinks.
Change 3. the button
"Submit" became "Book my walkthrough." Submit sounds like taxes. Book my walkthrough sounds like you're getting something.
Here's what I noticed after all that.
The old page was about what Dev wanted, which was a lead.
The new page is about what the visitor gets, which is 20 minutes that are actually about their office. Same form, same product.
There was a fourth change, and I've been thinking about it for a week.
Dev deleted one field from the form. Bookings went up. It was the field every sales book tells you to keep, and I still can't fully explain why it worked.
Which field do you think it was? I'll tell you if someone guesses right.
saasProduct Marketingb2bmarketingCopywritingDirect Response Copywriting Adobe IllustratorAdobe PhotoshopGoogle Docs
"Submit sounds like taxes" is going to stick with me. Change 2 is the one most of us builders miss: we describe features instead of the front desk's real problem (6 no-shows a week). I build POS and business tools, so I'm taking this straight to my own demo pages.
I actually want to do a follow up on the previous post before I sign off for the day! And that's answering the question... what are my other options for VO if I can't use the native audio generation for a video model like WAN/Seedance/etc!
Elevenlabs just came out with their v4 model which is VERY interesting and I think does some great work when it comes to providing VO for advertisements, professional briefs, or even audiobook production. I made another comparison video using ElevenLabs' built in video-generation-for-lipsync tool so it's not going to be AS EXPRESSIVE as seedream or another purpose-built video generation tool but it's still good to look at something while you're comparing.
The first take is fully v4 using emotional tags like [excited] or [conversational]. The second take is using v2 and my own recorded voice over using their voice-changing support (which is only available for v2 multi-language/english.
There's a use case for everyone, in my opinion the second take sounds a bit more natural, even though v4 is a solid all-rounder.
How Busy CEOs Post Every Day Without Writing a Single Word
You see a CEO posting on LinkedIn every morning.
A thoughtful lesson from a recent meeting.
A story about a business mistake.
An opinion about leadership.
A useful lesson for other entrepreneurs.
And you might wonder:
When do they actually have time to write all of this?
The answer is simple: many of them don't.
They have something better—a system.
CEOs Don't Need More Time. They Need a Better Content System.
Running a company already takes up most of a CEO's day.
There are meetings, emails, employees, customers, strategy sessions, presentations, partnerships, and countless decisions.
Finding another two hours every day to sit down and write a polished LinkedIn post isn't realistic for most busy executives.
But here's the thing:
CEOs already have the content.
Their experiences are content.
Their conversations are content.
Their mistakes are content.
Their opinions are content.
Their lessons are content.
The real challenge is turning those ideas into something their audience can read and engage with.
That's where a content system—and often a ghostwriter—comes in.
1. They Capture Ideas Instead of Writing Posts
A CEO doesn't need to stop everything and write a 500-word article whenever an idea comes to mind.
They can simply record a quick voice note.
For example:
"I had a conversation with a client today, and it reminded me why we shouldn't confuse growth with progress..."
That's enough.
A ghostwriter can take that raw thought, understand the message behind it, and turn it into a polished post that still sounds like the CEO.
The CEO provides the expertise.
The writer provides the structure.
2. They Turn Everyday Experiences Into Content
Some of the best content doesn't come from sitting at a desk trying to "think of something to post."
It comes from real life.
A difficult conversation with an employee can become a leadership lesson.
A failed product launch can become a story about learning from mistakes.
A customer complaint can become a lesson about business.
A successful project can become a breakdown of what worked.
CEOs are constantly experiencing things worth sharing.
They simply need a way to capture those experiences before they disappear into the next meeting.
3. They Repurpose What They've Already Created
One idea can become multiple pieces of content.
A podcast interview can become several LinkedIn posts.
A presentation can become an article.
An email to a team can become a leadership lesson.
A conference speech can become a series of short posts.
A single conversation can even produce several different perspectives.
This is one of the biggest advantages of having a content system:
You don't always need more ideas. You need to use your existing ideas better.
4. They Don't Try to Sound Like Everyone Else
Good ghostwriting isn't about making every CEO sound like a professional writer.
In fact, it should be the opposite.
The goal is to make the content sound like them.
Their vocabulary.
Their opinions.
Their experiences.
Their sense of humor.
Their way of explaining things.
A good ghostwriter studies the client's voice and turns rough thoughts into clear writing without removing the personality behind them.
The finished post shouldn't feel like a stranger wrote it.
It should feel like the CEO finally had time to say what they were already thinking.
5. They Separate Expertise From Execution
This is perhaps the biggest reason busy executives use ghostwriters.
The CEO doesn't need to become a full-time content creator.
They need to remain a CEO.
Their job is to lead the company, make decisions, build relationships, and use their expertise.
The writer handles the process of turning that expertise into content.
Idea → Draft → Edit → Publish.
The CEO may only need to provide the first step.
The Real Secret Behind Consistent CEO Content
Consistent posting isn't necessarily about having unlimited time.
It's about having a repeatable process.
A simple system might look like this:
Capture → Organize → Write → Edit → Publish → Repurpose
The CEO shares ideas whenever they naturally occur.
Those ideas are collected and organized.
A writer turns them into content.
The CEO reviews the finished pieces.
Then the content is published and reused across different platforms.
Suddenly, posting every day doesn't require the CEO to spend every day writing.
Great Ideas Don't Need Hours of Writing
The next time you see a busy CEO posting consistently, remember that you may not be seeing the hours of work behind the post.
You may be seeing a system.
Behind one polished post could be a five-minute voice note recorded between meetings.
Behind another could be a lesson from a conversation that happened weeks ago.
And behind several posts could be one podcast interview that was repurposed into an entire content series.
That's the power of a good content system.
And that's the power of ghostwriting.
The CEO brings the knowledge.
The ghostwriter brings the words.
The audience gets the value.
Because sometimes, the best way for a busy CEO to say more isn't to write more.
It's to have the right person turn their ideas into words.
