Seeing Ghosts: What Every Executive Should Know Before Hiring a Ghostwriter
So, you want to write, and you’re wondering if you should hire a ghostwriter.
The best place to start is with your goals in mind.
Are you looking for fame? Fortune? Then, the answer is probably yes. A ghostwriter alone could be enough to carry your name all the way to an agent or publishing deal, which is the most traditional route to strong book sales. The more well-known a ghostwriter’s clients, connections in the industry, or books published under their belt, the better your chances.
Still, this commitment comes at a cost. Higher rates correlate with demand and complexity. Anyone can write their memoirs, for example, which tend to be lengthy and usually involve a long process of in-depth interviews, research, and highly personal subject matter.
For thought leadership content, pricing can vary. Among executives, writing is highly competitive, with over 50% of them already reading thought leadership, and over 80% already producing it. Large organizations may put a ghostwriter through more labor and time-intensive hoops to get to a final approval. Executives also need someone who can write well while considering brand reputation and risk. For internal-use content, on the other hand, they may be able to get by with a more entry-level budget.
This article by Scribe Media does a great job covering the cost of a standard ghostwritten manuscript for those interested in the numbers. In sum, you may pay between $25,000 and $75,000 for a reliable ghostwriter to complete a manuscript. If you want one with a track record of best sellers or a publishing history to their name, expect to go as high as $250,000.
Still, fame doesn’t usually come on the first try, and pricing isn’t necessarily the most important factor when considering a ghostwriter. Instead, focus on how they plan to elevate your work, retain your voice, and appear more desirable to those who matter. Here are three ways to make a more informed decision:
Knowing the goals can clarify the content strategy
Whether in-transition, moving into consulting, or simply retiring from the grind, many leaders want to write a book and leave behind a lasting leadership legacy. Of course a professional ghostwriter can help, but don’t go into this expecting a one-and-done relationship. The more you work with your ghostwriter, the better they become at reflecting your voice.
Maybe you dream of landing a bylined article in the New York Times or publishing a bestselling manuscript. Such large projects warrant a long-term strategy. Lead up to the launch by contributing regular social media posts, newsletters, or blog articles aligned around your message so editors and agents see a more appealing package: an established history of high-quality writing and a built-in audience. Even if you choose to self-publish, this is the best approach for achieving sales and sphere of influence.
And self-publishing today, when done right, has become a lucrative option. Traditional publishing may have a reputation as the proven route to sales and book deals, but with the right ghostwriter and a consistent content marketing campaign, self-published books and articles can achieve goals with significant ROI:
Promoting a company to potential customers, team members, or investors;
Establishing authority and influence around specific topics or organizational values; and
Paving the way for the leaders of tomorrow and shaping the future of business.
With your purpose and scope in mind, a knowledgeable ghostwriter should be able to map that into realistic expectations around deadlines and a time investment required to meet your goals. If they’re a good fit for both short- and long-term projects, they may offer better rates and bundled packages.
Look for Alignment in Values & Voice
A good indicator of a potentially successful ghostwriter-client relationship is a set of shared or similar values around the subject matter at hand. When a ghostwriter believes in the message, they more easily capture the passion and intention behind their client’s desire to share that message with the world. The final result is also more likely to be to the client's satisfaction.
Still, a good ghostwriter should understand that their feelings for the project should never overshadow the client's passion for it, but rather amplify and enhance it. At the same time, they should be willing to push back when a client requests edits or changes that defy traditional literary standards.
At the end of the day, the client makes the ultimate decision, but a good ghostwriter will always aim the client toward final content that is publish-ready. This means speaking up if they see a potential risk for negative reception among certain segments of the market. If the client still wants to proceed… Well, at least the ghostwriter mentioned it and did their due diligence.
Follow up
You can learn a lot by meeting with a ghostwriter: how they talk about themselves, their business, and what they can do for you. You can learn even more if you follow up. A ghostwriter may not always be able to provide client testimonials or published samples because of nondisclosure agreements. Still, they should have a website, a professional social media page, or written examples of their own to demonstrate quality, work ethic, and professional values.
The best ghostwriter-client relationship is one based on communication and respect. A lack of client input can limit their ability to accurately target the desired final product. Too much client input can prevent them from ever being able to nail down a final version.
If you find yourself disagreeing with a ghostwriter's output, return to basics: your original purpose and scope. It may turn out that the relationship wasn’t a good fit, but first, ensure alignment around that foundation, and give your ghostwriter a legitimate chance to succeed.
