Educational Session

The Invisible Competitive Advantage: Inside the Secret World of Ghostwriting


March 20, 2019 10:15 am - 11:30 am

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Chuck Roberts

A/E/C firms using ghostwriting for proposal preparation to overcome shortages of technical and marketing personnel are finding it provides unexpected benefits.  These range from improving win rates and morale to providing differentiation that elevates client perceptions of their firm’s value.  This session goes behind the curtain of the ghostwriting industry, showing its size, how it’s accomplished at A/E/C firms, and how it will affect your role (and perceptions of your performance) as a marketer.  You’ll learn about the three levels of ghostwriting, the pros and cons, how to integrate market intelligence into the process, keys to making it a success, the economics of the approach, and case studies.  The knowledge you’ll gain will enhance your reputation as a thought leader, help you to proactively get ahead of a trend sweeping the industry, and support your career advancement.