What could be better than word-of-mouth marketing?

A co-worker purchases a luxury vehicle you’ve had your eye on for months. The television ads glorify how it handles curves and sports the latest technology to make your driving experience sheer pleasure. The new car owner swears it’s a better car than any other luxury vehicle she’s checked on the market.

You’re tempted. It looks good; it drives great, what else could you ask for?

But, how many times have you purchased a large ticket item based on word-of-mouth alone?

Typically, consumers purchase big budget products and services after they do their homework to make certain it’ll fit into their lifestyle and budget.

After satisfying your objections through research and a few more probing questions from your co-worker, you might clear up any objections and decide your only difficulty lies with making the color choice.

Business-to business buyers are no different than consumers, they enjoy hearing or reading a raving testimony about how a product or company made a positive impact to their needs. In contrast, they may require additional information prior to reaching final purchasing approval and turn their attention to success stories.

Why make the extra effort to acquire success stories?

B2B companies using expanded customer testimonies in their sales presentations discover a smoother path through the sales cycle because it reduces the buyer's need to scramble around checking references.

Success or customer stories provide the benefits associated with choosing the company, product or overall experience. If a brief testimony states, “I love this company”, the success story elaborates on the pleasing experience.

Normally, it discusses problems or issues the company faced prior to working with the seller. With engaging quotes from happy clients and solid results placed effectively throughout the study, seller's demostrate how their solution sufficiently covered the buyer's needs.

These stories may not work for every industry, but there’s no denying that customers love a good story.


Chamois Lopez is an independent copywriter and ghostwriter specializing in food industry marketing. She produces benefit-driven content for articles, brochures, case studies and website pages to generate quality leads and sustain brand recognition for companies across the nation. If your company seeks solutions to trim your sales cycles and maximize ROI, contact her at (562) 982-9058 or email chamois (at) chamoislopezcopywriting.com to discuss your next copywriting project.

What ghostwriting means to your brand.

Walk through any book store or scan an online book carrier. It’s not hard to get the impression that every other celebrity, sports icon, or specialist spends their free time tapping away at the keyboard to issue the next best biography or self-help book.

While these professionals may have the time, patience and talent to carry out this task, not many have to. Why? It’s all thanks to ghostwriters.

Contrary to the name, ghostwriters have little to do with an unseen spirit crafting a few hundred pages of content.  They’re actually live writing professionals who bridge the gap between the storyteller and their words. They team up with the expert author or work solo to organize, research, and develop content for a full-length book or other medium. And, in most cases, the expert professional who hires the ghostwriter receives the full byline-not the hired ghostwriter.

Of course, ghostwriting isn’t limited to aspiring authors of biographies and self-help books.

Emerging SEO-driven websites and social media marketing continually push the importance of regular online content making it a hot commodity for business. Business pros with an appreciation for fostering solid customer relationships find value in ghostwriting to manage marketing productivity.

Smaller companies concerned about spreading their staffs too thin and risking quality content reach out to ghostwriters to communicate through Facebook comments, Tweets, blog posts and also industry publication articles.

And, it’s not uncommon to find big budget corporations and larger organizations working with ghostwriters either. When staff cuts produce unbearable workloads, an independent writer fills in the gaps until projects are complete.

In the end, ghostwriting provides a win-win situation for the busy executives and their staff. As the emphasis on growing deeper communication rises, ghostwriters keep companies on track with branding and marketing.

And, even if a company owner or top executive desires to write a book, they know they don’t have to be a famed Hollywood celebrity to take on a ghostwriter.

How do you use ghostwriting for your company?

Chamois Lopez is an independent copywriter and ghostwriter specializing in food industry marketing. She produces benefit-driven content for articles, brochures, case studies and website pages to generate quality leads and sustain brand recognition for companies across the nation. If your company seeks solutions to trim your sales cycles and maximize ROI, contact her at (562) 982-9058 or email chamois (at) chamoislopezcopywriting.com to discuss your next copywriting project.