We caught up with the brilliant and insightful Holly Crawshaw a few weeks ago and have shared our conversation below.
Hi Holly, thanks for joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?
I’ve been in the writing + publishing industry for almost 20 years. It goes without saying – I’ve seen more changes in how people create and consume content than a Kardashian closet before the yearly Christmas card shoot.
After being an agented ghostwriter for over a decade, I wanted to serve a different audience. I wanted to serve those who didn’t yet have their book deal. Those who may not share their story otherwise. So I started my own business.
In thinking about a business name, I wanted to dispel a myth about ghostwriting – that the thoughts, words, and stories in the book are often those of the ghostwriter. Not the case (not if you’re a decent ghostwriter!). We are a conduit. We are a shepherd. We are their story spark.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m a book and LinkedIn ghostwriter. I started in 2006 in the faith space, and eventually signed with a literary agent, writing for celebrities, professional athletes, founders, politicians, and artists. Though I’m still an agented ghostwriter, I also write books through my company The Story Spark. I also ghostwrite, coach, and hold masterclasses on leveraging LinkedIn. I used LinkedIn to found and scale my personal business, and have found it to be an incredibly effective platform for those hoping to do the same.
I believe sharing others’ stories is my calling. It’s an honor – and a responsibility. I’m most proud of my work on LinkedIn. I’ve helped 100+ people start and scale their own businesses by sharing their own stories.
The most important thing I’d want people to know about me is that I’m not that special. I’m just a single mom who has worked really hard and done the research to know which dials to turn and when. I live in my hometown, I’m a cat lady, and I don’t take ice baths or have any formal business acumen. If I can do this, anyone can.
Any advice for growing your clientele? What’s been most effective for you?
Using LinkedIn has by far been my most effective marketing strategy. In fact, outside of my website, it’s my only marketing strategy. And anyone can do the same – for free! 95% of my leads are inbound – from LinkedIn!
How do you keep in touch with clients and foster brand loyalty?
I use LinkedIn to keep in touch with clients and foster brand loyalty. In fact, I was ranked by Favikon as the #1 US creator for audience building and personal branding in 2024! Brands are no longer logos and theme songs – they’re people. Personalities. You have a personal brand. The question is – are you intentional in steering that narrative or not? I call it “understanding your 5% differentiators.” Knowing what makes you different from every other provider in your niche and demonstrating those differences through story.
Contact Info:
- Website: https://www.thestoryspark.com/
- Linkedin: https://www.linkedin.com/in/holly-crawshaw/
Image Credits
Austin Martin Photography
Lolly Pop Photography