TRLW #008: Record Low Views, High Revenue: Behind the Scenes of My Business

Pulling back the curtain on my strategies.

Author

Steve Costello
October 13, 2024

Welcome to The Road Less Written—your monthly writing guide to build a magnetic digital presence.

My LinkedIn views are at a record low, but my business revenue is at a record high. This newsletter issue pulls back the curtain on my business. We’ll explore:

Possible reasons for my lower views

July 2024. I’m posting 3-4 times a week—a mix of stories, educational content, and case studies—averaging 5,500+ views per post with solid engagement.

Then life happens:

  • I compete in a national Jiu Jitsu tournament.

  • Fly 20,000+ miles in 3 weeks.

  • Juggle multiple client projects across 4 time zones from a remote Scottish cabin (breathtaking views, terrible WiFi)—all while battling the flu.

My view from the remote Scottish cabin

After hitting 'Post' 285 times since March 2023, something had to give. I shifted focus to client work, recovery, and family.

Everyone on LinkedIn says engagement is down. But is it really? Or is it a story we accept as true?

If you don’t believe the story, it’s an opportunity to reflect on how your content could improve. Personal branding expert, Lara Acosta, says it’s not an algorithm problem; it’s an audience problem.

I still see plenty of people crushing their LinkedIn engagement. Here’s what changed for me:

  • Inconsistent posting: I wasn’t posting as regularly.

  • Fewer carousels: Carousels get great engagement but take hours to create. They haven't brought in new business, so the ROI wasn’t worth it.

  • Less engagement: I didn’t have time (or the energy) to comment on others’ posts for hours a day.

  • Positioning: I’m targeting lawyers more now. There are many ghostwriters, but how many are ex-teachers and lawyers with 10 years of ghostwriting experience? It’s my unique edge—and I’m leaning into it. But it’s probably confusing the algorithm since most of my audience knows me for writing and storytelling tips.

  • Content relevance: My writing and storytelling tips performed well, but didn’t directly lead to new business.

BUT these types of posts did lead to new clients:

My new approach to talking with prospects

People often reach out knowing they want to build their online presence but are unsure how. They’re aware of the problem’s symptoms but don’t understand the deeper issue. They might say they need posts, but what they really need is clarity on their audience or story.

Unsurprisingly, when I pitch larger ghostwriting services too quickly, most aren’t ready. But I still want to help.

I trained as a teacher with Teach First, the UK’s version of Teach for America. They instilled in us the importance of purpose and core values. Two of mine are:

  • Take Initiative: If there is an opportunity to add value or correct an issue, do it.

  • Care: Create a positive impact, provide value, and treat the client like family.

Now, I take a consultative approach, offering free tailored advice. I can provide solid content suggestions just by looking at their website, social media, and asking about their vision for their personal brand and who they want to emulate. I can audit their LinkedIn profile and quickly identify what’s missing.

In most cases, potential clients admit they don’t have the time, expertise, or capacity to do it alone. The natural next step is to ask how we can work together. Only after asking permission do I share pricing. When they’re ready, I have standard proposals that can be tailored to their needs.

I recently signed two clients with this method after they initially said no to a larger engagement. We’re starting with smaller projects, which is helping me refine my offers.

My word for 2024 is abundance. When you give without expectation, people feel your energy. It comes back to you in unexpected ways.

And throughout the process, I work with a sense of urgency—something I’ve adopted from the motto of Per Se, one of the world’s best restaurants.

Motto on the kitchen wall of Per Se

Why I took on a 20-hour story project for free

I recently connected with a U.S. agency through a word-of-mouth referral. They work with celebrity clients and focus on the kind of work I love: origin stories.

Their feedback? "From all the writers we’ve worked with, you're the first to get the first draft as close to what we like."

We’re still in talks, but if it works out, it could mean regular five-figure assignments for each project.

I wouldn’t be a ghostwriter if I hadn’t worked for free occasionally. I live without a sense of entitlement—my past results are in the past, and I’m happy to prove myself if the project excites me. But if you want to reduce your risk, say, “Pay me if you like the work. If you don’t, it’s on me.”

Sometimes, it won’t work out. But life is about taking calculated risks. As Kenny Rogers sang in The Gambler:

"You've got to know when to hold 'em
Know when to fold 'em
Know when to walk away
And know when to run."

How I'm not just relying on LinkedIn to sign clients

When I was head of content (and also handled sales) at a content marketing/PR agency, one guy sent us $60,000+ worth of business in six months. Why? We gave him 10% of the gross from the initial sale.

It works. You’re building an advocate.

Now, I offer a 10% commission to anyone who refers clients to me. Often, they don’t take it, but I see it as an energy exchange.

BUT you have to deliver. Their reputation is on the line.

I’ve been on the other side, where I referred a client to someone I thought could deliver. Instead, the guy took the money and didn’t deliver anything. I felt awful. Now, I only recommend people I’ve worked with. As Ronald Reagan said, “Trust but verify.”

And the best strategy is to keep the clients you have. A ghostwriter gets better with time and they become more familiar with your voice and how you think.

1 cold pitch that led to a transformative 60 min chat

In 2022, I wrote an origin story for a financial advisor through a personal branding agency. His story blew me away. Inspired by his father's principles and his last words, he now helps others build wealth.

After his website was designed, I reached out to him on LinkedIn. Two months later, he replied (he rarely checks his account). We jumped on what I thought would be a quick 20-minute call, where I planned to give him LinkedIn recommendations.

But the conversation took an unexpected turn. He asked about life. I explained I was grieving the loss of some recent relationships. “I’ve experienced some of the most debilitating grief you can imagine,” he said. He shared his own story, which I can’t share. But it gave me a heavy dose of perspective.

After the call, I read his book, which has a chapter on forgiveness. It advises: Take out a pen and write down every single person who has wounded you, taken advantage of you, or called you names. Next to their names, document what they did.

Forgiveness is for you, not the other person. It allows you to let go of your emotions and move forward. You purge your mind of the negative emotions subconsciously burdening your soul. It doesn’t mean justification or validation—it means you’re no longer weighed down by grudges that eat you up from within.

I followed his advice and did the exercise. It was cathartic, and for the first time in months, I slept better.

Why I switched my newsletter to monthly publishing

My average open rate is 49%—not bad. For comparison, HubSpot reports the average open rate for writers is 42.40%, and for marketing, it's 31.67%.

But I feel the quality in my last two newsletters was lacking.

Each issue takes me 10+ hours to create. I set high standards for myself, and right now, my creativity is maxed out serving clients. I work every day, sometimes 12-hour days.

I created this newsletter out of love. But after three months, I haven’t made a dime from it. With all my responsibilities—and being the only one running the business—I need to focus my energy on what generates revenue for me (the strategies I outlined above).

Even TV shows have seasons. Creativity grows with rest.

But to you, my reader, thank you for making it this far. There are so many options for your entertainment and attention. Thank you for sharing your valuable time with me.

Until next month,

Steve “Behind The Curtain” Costello 

P.S. Ready to level up your magnetic digital presence? I can help in 2 ways:

1. Ghostwriting (5M+ views driven) → Stop chasing clients and start attracting them. Reply "Ghost" for details. My latest client achieved amazing results in just 1 month, posting once a week.

Reviving a dead LinkedIn account - My latest client’s results

2. Fractional Head of Content → I'll write or edit your posts. Save time and improve engagement. No long-term commitment. Reply “HOC” for details and start seeing results.