Decide what you need first
Before you speak to any writer, decide what problem you are trying to solve. Do you need someone to turn your ideas into posts, or someone to plan the whole thing? Do you want help only with posts, or also with your profile, comments and a newsletter? Are you trying to win customers, attract senior hires or prepare for a fundraise?
Writing down two or three goals and a rough budget makes every conversation more useful. It also helps you spot providers who are selling a fixed package rather than listening to what you need.
Ask for samples in your voice
Portfolios are useful but limited. Many ghostwriters cannot show their best work because it is published under clients' names. A better test is to ask for a few sample posts written for you, based on your public profile and a short conversation.
When you read the samples, ask yourself three questions. Would I say this? Is there anything specific here that only I could have written? Would the people I want to reach stop and read it? If the answer to all three is no, the writer is probably not a fit, however polished the writing looks.
Be wary of samples full of generic phrases, stacked one-line paragraphs designed only to look dramatic, or hooks that promise secrets. Senior readers see through these quickly.
Understand the process
A clear process is a sign of a provider who has done this before. Ask how they will learn about your industry and audience, how they will capture your voice, how often you will receive drafts, how you give feedback and who schedules the posts.
Ask how much of your time they need each week. A good answer is specific, for example a short weekly review plus an occasional call. A vague answer usually means the work will fall back on you.
Ask how they handle urgent posts such as a funding announcement, a product launch or a response to industry news. You may not need this often, but it helps to know before it happens. You can compare these answers with how our process works.
Related service: how our process works
Ask who does the work, and whether AI is used
Many providers now use AI tools for research, outlining or first drafts. That is not a problem in itself, but you should know. Ask directly which steps are done by people, which are supported by AI and who is responsible for the final quality.
Ask how they prevent the flat, repetitive tone that unedited AI text often has, and how they check facts. A provider who is open about their methods is more likely to be open about problems when they arise. We explain our own approach on the AI disclosure page, and our article on AI and LinkedIn ghostwriting covers the wider question.
Check confidentiality and account safety
Your writer will learn things about your company that are not public. Ask for a non-disclosure agreement and ask how they store your interview recordings and notes. Find out whether they list clients publicly; many leaders prefer that they do not.
Never share your LinkedIn password. Reputable providers use official scheduling partners that you connect yourself and can disconnect at any time. Avoid anyone who promises a set number of followers, uses engagement groups or automates connection requests and messages on your behalf. These practices can breach LinkedIn's rules and put your account at risk.
Read the contract carefully
Look for the scope: number of posts, formats, review rounds and what happens if you want fewer or more in a given month. Look for the term and notice period. A minimum of around three months is common and reasonable; long lock-ins with heavy penalties are not.
Check ownership. You should own everything written for you, including drafts that were not published. Check what happens to your data and recordings if you leave. And check how the fee is billed and whether taxes are included in the quoted price.
Think about fit, not just skill
You will work closely with your writer for months. Pay attention to how they behave in early conversations. Do they ask good questions? Do they push back when something will not work, or simply agree with everything? Do they understand your industry, or at least show they are willing to learn it properly?
A writer who challenges you politely is usually more valuable than one who flatters you, because the best posts often come from opinions you have not yet put into words.
A short checklist to take into calls
Use these questions in every conversation: What would you need from me in the first month? Who will actually write my posts? How is AI used? How will you capture my voice? How many drafts a week, and how many review rounds? Who schedules, and how? What will you report each month? Who owns the content? What is the minimum term and notice period? Will you sign an NDA?
Compare the answers side by side and choose the provider whose samples you would be proud to publish and whose process you trust. If you would like to include us in that comparison, request three free sample posts on our contact page.
Red flags to walk away from
Some warning signs should end a conversation quickly. A provider who asks for your LinkedIn password. Promises of a guaranteed number of followers, likes or leads. Use of engagement pods or automated connection and messaging tools. Samples that could have been written for anyone in any industry. Reluctance to explain who actually does the work or whether AI is used. Contracts with long lock-ins and no clear notice period. Client logos or results shown without any way to confirm them.
None of these is a matter of taste. Each one either puts your account or reputation at risk, or suggests the provider is not being straight with you.
Freelancer, agency or in-house?
Freelancers can be excellent and often cost less, but capacity is limited and holidays or illness can interrupt your schedule. Agencies offer more continuity and a broader range of skills such as design and scheduling, usually at a higher price. An in-house writer gives you the most control but is a full-time cost and needs management.
For most founders and CXOs who want consistent output without adding headcount, a small agency or an experienced independent writer with a clear process is a good middle ground. Whichever you choose, the checklist above applies. Judge the samples, the process and the honesty of the answers, not the size of the provider.
Finally, give the relationship a fair trial. The first month is always the roughest because the writer is still learning you. Agree on what good looks like by the end of the third month, and review honestly at that point.
After you choose
Set expectations in writing during the first week: the number of drafts, review days, approval rules and what counts as success by month three. Share your communication policy and any off-limits topics. Then give honest, specific feedback on every early draft. The faster you explain what feels wrong, the faster the writer learns your voice.
Frequently asked questions
How many sample posts should I ask for?
Two or three is usually enough to judge fit. Ask for them to be written from your public profile and a short conversation, on topics you actually care about. More samples do not add much; what matters is whether they sound like you and contain specific detail.
Is it acceptable for a ghostwriter to use AI?
It can be, provided it is disclosed, a person edits every draft against your voice guide, facts are checked and you approve every post. Ask directly how AI is used and who is responsible for quality. The problem is not the tool but undisclosed, unedited output.
What should the first month look like?
Expect research, a voice interview, a written voice guide, a profile review and the first drafts. The first drafts will need more editing than later ones. By the end of the first month you should feel the writer understands your audience and how you speak, even if the voice is not yet perfect.
Written by the Sterling Byline team with research support from AI-powered assistants. How we use AI.