The “Hidden” Ghostwriting Opportunity for B2B Writers
By Steve Slaunwhite

When most people think of ghostwriting, images of articles, social media posts, and books come to mind. After all, those are the types of projects 95% of traditional ghostwriters handle.

However, there’s another kind of ghostwriting that’s ideal for B2B (business-to-business) writers and copywriters — a niche that pays very well, yet few writers even know exists.

Ghostwriting for the sales team.

This involves helping B2B sales teams craft emails, scripts, and other messages to connect with prospects, secure meetings, and close deals.

There’s a more common term for this: sales enablement copywriting.

But unlike writing most types of marketing materials, sales enablement copywriting is very much like ghostwriting. You’re helping sales team members find their voice, communicate persuasively, engage with prospects effectively, and turn those prospects into new customers.

Why Sales Teams Need Ghostwriters

Professional salespeople, in general, don’t want to spend significant time writing. They’d much rather pour their energy into prospecting, meeting prospects, and nurturing leads through the buyer’s journey.

For example, they don’t want to spend 30 minutes crafting a prospecting email, incorporating the latest copywriting best practices, and finding just the right words and phrases. Instead, they want an email already written for them — or at least a proven template they can quickly adapt.

Most salespeople also don’t know the finer points of persuasive copywriting. They may not understand how to craft an irresistible hook, bring benefits to life, build belief and value, or compose a motivating call to action.

You do.

Yet despite not being copywriters themselves, salespeople — and especially the sales directors who manage them — know the value of great copywriting. They understand that a better prospecting email will land them more meetings. They know that a better call script leads to more meaningful conversations. They recognize that a better presentation script and slides will close more deals.

So it’s no wonder that sales enablement copywriting is the fastest-growing opportunity in B2B.

The Market Opportunity

I’ve been handling these types of projects for over 20 years, but I really leaned into this specialty just a few years ago. What I’ve discovered, to my delight, is that there’s tremendous demand for this type of copywriting. In fact, sales directors are often receptive to — and in some cases, actively welcome — hearing from me and learning what I can do for them.

These projects often pay well simply because they’re tied so closely to revenue generation. Think about it: If you wrote prospecting emails for a sales team that resulted in their talking to just 20% more prospects, that would translate to a significant boost in orders. Who wouldn’t pay top dollar for that kind of ROI?

Of course, sales enablement copywriting isn’t all rainbows and unicorns. You do need to develop your sales savvy and sales “ghostwriting” expertise to succeed in this niche. But if you’re a good writer, those skills can be learned.

Types of Projects You’ll Handle

• Prospecting emails: Templates used and adapted by salespeople to reach out to new prospects
• Follow-up emails: Used at different stages in the sales process, such as following up on quotes or proposals
• Social media direct messages: Templates for connecting and engaging with prospects on platforms like LinkedIn
• Call scripts: Guides for phone or Zoom calls with prospects
• Battlecards or selling guides: Collections of scripts and copy that guide salespeople during prospect conversations

In each of these projects, you’re being a true ghostwriter — helping sales team members communicate better and more persuasively while maintaining their authentic voice.

Other sales enablement projects you’re likely to be hired to write include …

• slides for sales presentations,
• proposal templates,
• sell sheets and brochures,
• trade show handouts, and
• case studies (customer success stories).

Why This Work Is So Rewarding

Personally, I find these projects both interesting and fun to write. Working with sales directors and their teams is also fulfilling because they genuinely value and appreciate what I create for them. In fact, one sales VP said to me recently, “We have 15 people on our sales team — 14 salespeople and you.” Can you imagine how that made me feel?

How to Break Into This Market

Here’s what I recommend.

Step 1: Build Your Skills. Learn the fundamentals of sales psychology and the sales process. Understand how B2B buyers make decisions, what motivates them, and what concerns they have at each stage of the buying journey.

Step 2: Create Sample Work. Develop examples of prospecting emails, call scripts, and other sales materials for your portfolio. Practice examples are fine as a starting point; just make them industry-specific and realistic.

Step 3: Choose Your Niche. You’ll get faster results if you focus on a specific industry within B2B. Whether it’s software, manufacturing, professional services, or health care, specialization makes you more valuable and makes it easier to sell your services.

Step 4: Reach Out to Sales Directors. Begin connecting with sales directors at B2B companies in your chosen niche. They’re often more approachable than you might think, especially when you can demonstrate how you’ll help them hit their numbers.

Step 5: Start Small and Prove Results. Offer to write a few prospecting emails or a simple call script as a test project. Once you deliver results, these clients often become long-term relationships with ongoing work.

Tap a Growing Market

Sales enablement copywriting represents a rapidly growing opportunity, especially for those who are already B2B writers or copywriters. It pays well and the demand is strong.

Most importantly, you’re not just writing copy — you’re directly impacting a company’s revenue and helping salespeople succeed. That’s the kind of work that builds lasting client relationships and repeat business.

Sound like a good fit for you? If so, explore the opportunity further.