My first professional writing gig was crafting a pitch for wealthy investors to fund a racetrack somewhere in the Middle East. Now, this wasn’t just any racetrack; it was a Formula One speedway for sheiks to enjoy once or twice a year, with an attached hotel that would make the Burj Al Arab jealous.
We’re talking breathtaking desert views from private-terrace suites, a luxury spa, a white tablecloth restaurant, and Rolls Royce delivery to and from the nearest airport…or direct from the private landing strip. Plus, a variety of high-end services and features my clients hadn’t even dreamed up yet; that was my job.
This might be the perfect time to tell you that I grew up on a farm. I had a goat as a pet. Do I really need to tell you I’d never even seen a Rolls Royce in my small town? (Probably not. I think I conveyed that with the whole goat thing, right?)
But I could write. And I could imagine. Most importantly, I could research anything I couldn’t possibly know first-hand.
It was amazing, and it fire-started my career as a ghostwriter where, over the next fifteen years, I’d borrow the voices of people living completely different lives than I ever would. I’ve written for HGTV stars and online personalities, and helped build a few successful brands that I honestly can’t afford. (Thank goodness for generous client gifts!)
Here are a few of my secrets on writing for those kinds of clients:
- Say yes. It’s easy to be intimidated by a seemingly out-of-reach job or worldly client, but remember this: They need your skills to transform their content into something amazing. Your words are priceless.
- Stand in their shoes. (Figuratively, that is. A pair of Jimmy Choos could run you a little less than a thousand dollars, which will totally cut into the writing budget!) Get in character, and approach their content from their unique perspective. During my research into the speedway project, I persuaded entry guards at the Burj Al Arab to let me in for a stroll around the property. After an hour, my inspiration levels were overflowing with fresh ideas I couldn’t have gleaned anywhere else.
- Understand how they view their affluence. Some clients thrive on showing off their wealth, while others live an understated life. If your client is of the unmistakable affluent class, your words should portray that image. Accordingly, if they’re more Martha Stewart tasteful in their lifestyle, or even Warren Buffet practical, your words must reflect that ideology.
- Understand the power of your words. Your clients may take more exotic vacations, may live in bigger houses, and may even have a butler, but your words can take them to the next level. Like, two butlers. Find ways for them to stand out over their competition.
As a writer and a marketing professional, I live for these high-end clients; not because they pay the most, but because they challenge me to learn about a lifestyle I’d never considered reachable. Honestly, ever since I visited the Burj, I’ve been dreaming about the hibiscus tea you’re immediately handed upon entry. There’s nothing quite like it in the world.
Even if you’re not living a lifestyle of the rich and famous, maybe we can work on that for you. You’d be surprised at how the right words can change everything.