find a ghostwriter Archives - Marcia Layton Turner

How to Leverage a Book as a Lead Generation Tool

mlt — Wed, 18 Feb 2026 13:38:29 +0000

In the last 20 years, the number of nonfiction books published has increased exponentially, from less than 300,000 to more than 2 million. Although printing technology and self-publishing ventures are frequently given much of the credit for that growth, there is another factor—the increased desirability of and prestige associated with author status.

More business leaders are investing in the writing and publishing of their own books as a way to build authority and establish themselves as thought leaders. But that’s not all. In the last five years, authors have also recognized how valuable books can be in generating business leads.

A physical book has long been proof of an author’s expertise and stature, often earning respect and accolades. But smart businesspeople are realizing that a book is more than a credential; it can also serve as a sales representative that works 24/7 to attract attention and prove authority. For that reason, more authors are reconsidering books as lead generators.

However, the difference between thought leadership and a lead generation tool is an important distinction. Where a reader might actively seek out a thought leadership title to buy based on the topic or content, a lead generator may be proactively sent to someone in the author’s target audience. To make the most of that opportunity, authors need to think differently about the writing and production of their book.

The truth is, your book has the potential to become a powerful lead generation engine that attracts clients, nurtures new relationships, and provides multiple ways to engage with your business. Here’s how to get started.

Build a Proprietary Framework

Although it sounds fancy, a framework is simply a description of how you do what you do. It’s your unique methodology shaped into a snappy mnemonic or acronym that makes it easy to remember and associate with you.

Your framework also sets you apart from others in your industry and conveys that you have a well-designed process to help your clients achieve their desired results, whether you sell high-end real estate, run a venture fund, or provide turnaround consulting services, to name a few types of companies.

Acronyms are the most common approach to making your proprietary methodology easier to remember. After all, SMART goals, SWOT analyses, and KPIs are so familiar to us that we don’t even need to spell them out. The more memorable and shareable your framework, the easier it will be for prospects and clients to share it with others and hasten word-of-mouth referrals.

Your book, which outlines your framework, is Step One in working with you. It’s like an onramp, explaining your framework, how it works, and the value it can provide to those who adopt it.

From there, Step Two could include implementation coaching or planning, workshops, or individualized consulting, to name a few, for readers who want to hire you to apply your methodology to their particular situation.

But your book is a way to introduce your ideas, demonstrate you have a proven process that may address their needs, and entice them to hire you or buy from you.

Design Your Book Around Lead Generation from the Start

Having decided that the goal of your book is not authority-building but lead generation, you’ll want to write and shape your manuscript for the sole purpose of guiding readers by the hand to explore working with you.

Creating the most effective lead generation tool begins with getting clear about your target client or ideal reader. Who do you want to do business with? What problem(s) are they grappling with that you may be able to help them solve? How have they previously attempted to address them or prevent those issues?

Once you know who you want to attract, the transformation they’re after, and have thought through how you can help them, you’re ready to start packaging your expertise in book form, to provide them with the hope of a solution.

Within your book, you’ll want to structure your content so that it naturally leads the reader to consider hiring you or buying your product by the end. By “naturally,” I mean that you’re not overly promotional or hard-sell. In fact, the purpose of your book isn’t to push people to buy from you on the spot. It is to educate and inform your target clients so that they decide to consider working with you without you even suggesting it.

Explain in your book that you’re providing the framework to get them started and that working with you is the implementation phase, which is the next (separate) step. Focus on providing value and sharing what you know, rather than pushing for a sale.

Your book can help pre-qualify potential clients, because not everyone will be a good fit. And, quite frankly, you don’t want every reader to ask about working with you. But you can subtly build in calls to action to invite readers to identify themselves to you, such as by signing up for your newsletter or registering for a 15-minute discovery call.

Sprinkle Calls to Action (CTAs) Throughout the Book

Although you may be writing your book to lead your reader by the hand to the decision to work with you, you don’t have to wait until the last page to offer next steps. CTAs are those invitations.

Of course, how many CTAs to include in your manuscript is a balancing act. You don’t want to make your reader have to go searching for your contact information, but you also don’t want to overdo it, such as by featuring your email address on every other page—that may make you come across as desperate.

Look for places where you might offer a downloadable resource at your corporate website, for example, that offers a reason for the reader to take action.

You could also compile a resource section at the end of each chapter or at the end of the book that contains a link to your website or to specific materials that are downloadable at a landing page or on your website.

Or you could create sidebars with specific resources and tools that are designed to catch your reader’s eye and persuade them to stop and take advantage of your offer.

After your book is released, it’s a good idea to compare which of your resources gets the most click-throughs, as a way to measure the relevance of the information you’ve offered.

Plan How You’ll Get Your Book into Readers’ Hands

Although you may not care much about how many copies of your book you sell, since the bigger goal is lead generation, the many ways your book can be distributed will determine how accessible it is to your potential market.

In addition to having your book printed and/or shared as an e-book or audiobook on Amazon, think through all the other ways you could come into contact with your best prospects. Where do they spend time? What media do they pay attention to? What organizations do they belong to?

For many experts, speaking engagements are at the top of that list of ways to connect with potential clients. When you stand at the front of the room, you are the de facto expert, which enhances your reputation and the likelihood that someone may consider hiring you. So, explore organizations and events where your expertise would be a good fit. Ask whether copies of your book might be given to the audience, perhaps at cost to the group or conference. After sitting in a room and listening to you speak for half an hour or more, a copy of your book can become a tangible reminder of how much they learned or liked your presentation.

You could also explore special sales, a.k.a. selling bundles of your book to companies or associations that are aligned with your thinking. You might even order stickers to be affixed to the cover, indicating that the book is a gift of the organization, which then provides an implied third-party endorsement of you.

Perhaps most importantly, you’ll want to create your own mailing list of top prospects. On this list should be current and past clients, who are terrific sources of referrals, as well as past prospects and business colleagues. Do as much of this list-making as you can in advance, so you can more accurately estimate how many copies to produce in your first print run.

Repurpose Your Book Content into Other Formats

Although the content of your book will be most valuable in its entirety, there are also many other ways that you can slice and dice your book to create new forms of content. These include:

Offering your first chapter or two as samples of the content
Creating a companion workbook to help readers apply some of your ideas
Pulling out worksheets and templates as standalone lead magnets
Using chapters or ideas as the starting point for blog topics
Using chapters or ideas as podcast topics or discussion points
Preparing reports and white papers based on statistics or ideas in the book
Crafting tip sheets that you share with the media based on concepts in the book

Although a printed or electronic book is the most convenient way for you to impart your ideas, don’t limit your thinking to only sharing that information in book form. Use it as the starting point for myriad other marketing tactics to increase the return on investment (ROI) and likelihood that someone in your target audience hears about it.

Post-Launch Lead Nurturing

Many authors think that their work is done once the book is out, but the opportunities to leverage a book for more lead generation are even greater once it’s released. There are several things you can do to connect with readers and forge a relationship once they have your book in their hands. These include:

Email follow-up to offer to answer questions that came up
Starting a book club and inviting readers to participate in regular discussions of chapters
Setting up an online reader community to maintain a connection and provide a way for referrals to be made
Invitation-only events in cities you may visit

Getting your book into recipients’ hands was your first hurdle, and now that they have it, do all you can to encourage them to actually read it. Only by reading it can they recognize how useful your ideas are. Filing it away on a bookshelf will do you less good.

What to Avoid

A book can be an invaluable lead generation tool, but there are some missteps you can make that will dilute the value of your hard work. Do all you can to avoid these:

Writing the book for a general audience, such as all working adults, rather than your specific ideal client, such as a CEO of a nonprofit foundation. The language you use and the recommendations you make will be much more targeted when your target reader is clear.
Writing a memoir rather than a how-to title. Effective lead generation titles help readers learn what you know and how it can benefit them. They want that information more than they want to read page after page about your childhood.
Failing to set up mechanisms to capture reader identities. The point of your book is to get in front of your target client and persuade them to consider working with you, but you’ll never know who those people are if you don’t require their name and email address, at a minimum, at some point in the process. You need names—leads—and a way to stay in touch, such as through a landing page or form on your website.
Failing to infuse calls to action throughout the pages. At some point, preferably points, in your book, tell readers how they can explore taking the next step with you. Make it easy for them to find out more about you, your services, how you work, and how you might be able to help them. Make your offer as specific as possible, such as scheduling a call or offering feedback on something they provide.

Books that are written as stories, where the point is entertainment and the author’s goal is to sell as many copies as possible, don’t necessarily need to follow these guidelines. But if you want to generate as many leads as possible from yours, keep these four “don’ts” in mind.

A book can be an effective tool for long-term lead generation. However, you’ll want to ensure that your book is well-written and is something you’re proud of. One of the best ways to increase your odds of earning praise and compliments is by partnering with a skilled ghostwriter, who becomes your writing partner and collaborator.

If you’re considering writing a book and would like to learn more about the process of writing and publishing, please feel free to message or email me. I have my own Insider’s Guide to Ghostwriting that I’d be happy to share with you.

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Frequently Asked Questions

How can a book help with lead generation?

A book shows your expertise and builds trust with potential clients. It helps attract leads by offering valuable insights and solutions.

Can a ghostwriter help create a lead-generating book?

Yes, a business book ghostwriter can help you craft a clear message that attracts your target audience and generates leads.

Is ghostwriting legal for business books?

Yes, ghostwriting is legal when you own the content and agree with the ghostwriter on terms. It’s a common practice for busy CEOs.

What is CEO thought leadership in a book?

CEO thought leadership means sharing your unique ideas and experience to inspire others and build your brand as an expert.

How do I start using a book for business growth?

Start by defining your audience and goals. Then work with a ghostwriter or write your book to share your knowledge and attract leads.

Do Authors Have to Reveal to Their Publisher That They Used a Ghostwriter?

mlt — Tue, 27 Jan 2026 13:44:04 +0000

Why Publishers Like Ghostwriters

“I’ve never had an issue selling a [ghostwritten] book to a publisher. Often, especially with business authors, the publishers not only assume they have a ghostwriter, but prefer it,” says Kevin Anderson, CEO and editor-in-chief at ghostwriting agency Kevin Anderson & Associates.

Anderson explains, “Having a ghostwriter on board assures the publisher that it will be well written, but also (and in some ways more importantly) that the book is finished. Many authors miss their deadlines, which causes a lot of headaches for publishers. A professional ghost helps ensure the deadline will be met.”

One former Big 5 acquiring editor pointed out that the author’s platform, or “ability to reach—and influence —readers in your niche,” per Jane Friedman, who reports on the publishing industry, is much more important than whether they used a ghostwriter.

The acquiring editor stated, “Non-fiction editors care first and foremost about the author platform. An author could say in the proposal that they will engage a professional editor to help put the book together—but really, it won’t help get a positive response unless [the] publisher likes the author platform. In other words, a ghostwriter of NYT bestsellers won’t turn a no into a yes. Nor turn a yes into a no!”

But many publishers do like when a ghostwriter is involved, for some or all of these reasons:

High quality of the writing delivered
The project is kept on schedule
Less editing is required on the back end
Timely delivery of the manuscript

Why Authors Prefer Not to Acknowledge They Worked with a Ghostwriter

Some authors are reluctant to reveal they worked with a ghostwriter because they think it suggests they are somehow less capable. They see it as proof of a weakness that could potentially damage their reputation.

That’s not how the publishing world views authors, however. Many brilliant authors haven’t published a book because they:

Can’t find the time to write
Don’t know how to structure a book-length work
Have no publishing connections
Don’t want to write 60k+ words on their own
Struggle to write a long-form work

If an author doesn’t have the ability to write a book-length work on their own, their publisher may recommend a few ghostwriters for them to talk to or consider working with. Some authors may be embarrassed or insulted by this suggestion and resist. Others may take the advice but not necessarily admit it.

One former Big 5 executive editor says, “Usually, I’ve known a ghost was involved. In one case, I didn’t (and maybe there were more). Didn’t bother me either way. And in another case, I worked entirely with the ghost, chapter by chapter.”

Typically, as long as the editor receives the manuscript they expected, they don’t really care if the author had writing and/or editing support.

Contract Requirements

Traditional publishers buy the rights to publish an author’s book and, under the contract the author signs, have certain legal rights. Some include a clause that requires an author to reveal if they’ve had writing help. Using a ghostwriter won’t typically disqualify an author from publication, but if they try to hide it, it might.

In hybrid and self-publishing arrangements, it is almost always up to the author to decide whether to reveal a ghostwriter’s involvement. Unless the contract states otherwise, there is typically no legal obligation to share information about a ghostwriter’s support.

Some online publishing platforms may require acknowledgment; check them to avoid violating your production contract.

With a nondisclosure agreement in place between author and ghostwriter, the decision is generally in the author’s hands.

Public Acknowledgment

Even if an author reveals to their publisher that they worked with a ghostwriter, that does not necessarily mean the ghostwriter needs to be publicly credited. A publisher can be aware of a ghostwriter and even communicate with them directly about a project, but not reveal that to the public.

Different genres have different ways of acknowledging a ghostwriter’s participation.

Business and thought leadership books are frequently ghostwritten, often because business leaders lack the time or ability to write them on their own while running their organizations. Some credit their ghosts on the cover using a “with” statement, as in “By Jane Smith with Tom Jones.”

Celebrity memoirs are frequently, but not always, ghostwritten, and the book may be presented in an “As told to” format, crediting the ghostwriter as the person who gathered all the material about the celeb. “With” credits are also common.

Works of fiction have been known to rely on ghostwriters, with the Nancy Drew and Sweet Valley High series being prime examples, but the ghost may not be credited.

Textbooks and other scholarly works are less likely to involve ghostwriters, and when they do, there is an expectation of transparency around authorship.

So, the short answer is “no”: ghostwriters do not need to be revealed unless the author’s publishing contract requires it. However, in many situations, this information would be received positively by a publisher. And if the ghostwriter has a reputation for delivering high-quality manuscripts, being associated with a project could make it even more viable as a book.

Book Ghostwriting FAQs

Under what circumstances does an author have to tell their publisher they used a ghostwriter?

An author has to disclose ghostwriting when their publishing contract requires it for example, if there’s a clause requiring the author to reveal outside writing help or editorial assistance. If the contract doesn’t demand notification, disclosure is usually optional and up to the author (and often guided by common sense, NDAs, or platform rules).

Why do many publishers actually prefer authors to work with ghostwriters?

Publishers often like ghostwriters because it reduces risk. A professional ghostwriter typically:

Delivers higher-quality writing
Keeps the project on schedule
Helps ensure the manuscript is finished and submitted on time
Reduces the amount of heavy editing needed later

What are the main reasons authors choose not to acknowledge ghostwriting help?

Authors may avoid acknowledging a ghostwriter because they worry it:

Makes them look less capable or “not the real author”
Could harm credibility or reputation (especially in expert-driven fields)

How do contract requirements differ between traditional publishing vs. hybrid/self-publishing when it comes to disclosure?

Traditional publishing: Contracts may include clauses requiring authors to disclose writing help. Since the publisher is buying rights and managing production, they may want transparency especially for legal, editorial, and accountability reasons.

Hybrid/self-publishing: Disclosure is usually the author’s choice, unless a specific contract or platform policy requires acknowledgment. Many authors also use NDAs with ghostwriters, making confidentiality the default unless the author decides otherwise.

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Frequently Asked Questions

Do authors have to tell publishers if they used a ghostwriter?

Usually, no. Most publishers don’t require authors to reveal ghostwriter use as long as the author approves the content.

Is ghostwriting illegal or unethical?

Ghostwriting is legal and ethical when both parties agree. It’s common in business books and CEO thought leadership.

What does ‘ghostwriter illegal’ mean?

Some worry ghostwriting is illegal, but it’s not. Problems arise only if someone lies about authorship in a contract.

Can a ghostwriter be credited on a book?

Sometimes ghostwriters get a credit or acknowledgment, but often they remain anonymous by agreement.

What should I know before hiring a ghostwriter?

Understand your rights, costs, and the ghostwriter’s role. Clear contracts help avoid confusion about authorship.

How to Start—and Finish—Your First Business Book in 90 Days

mlt — Mon, 08 Dec 2025 13:35:01 +0000

Writing a book is like so many important tasks—it can expand to fill whatever time you have available. Expect that it will take you a year? Then you will probably wrap it up in a year. Think you can get it done in 30 days? It’s quite possible you’ll figure out a way to get it done in a month (though it may still require a lot of editing).

When CEOs and founders ask me how long it takes to write a manuscript, meaning a complete draft of a book that is ready to go to the publisher, I typically tell them 6-12 months. If everyone is available to meet on a regular basis, that is a very reasonable timeline. (That time does not include production and printing of the book, just to be clear.)

However, some business leaders are dealing with corporate challenges that keep them out of the office for weeks at a time. It’s unlikely in that case that they could get a book done in less than a year, quite frankly.

And then there are others who are committed to getting their book written and published in the next 12 months, and they’ll clear their calendars to ensure it’s drafted in less time. This is especially true if there is an important event or conference looming; the publication date is fixed, and you have to figure out how to make it happen.

The Key to a 90-Day Timeline

It’s possible to get your book drafted in 90 days, but only if you can make yourself available to a ghostwriter/writing partner.

A ghostwriter can expertly guide you through the process and save you many, many hours of work.

There are really two big advantages of hiring a ghostwriter:

You work alongside a publishing industry insider who can help ensure the finished product is publishable and will only enhance your image (versus embarrass you)
The amount of time you have to invest will be a small fraction of what you’d spend if you try to write your first book yourself.

When you start, it’s important to begin with the end in mind.

What Are Your Book’s Desired Outcomes?

Before you write a work, get clear about why, exactly, you’re investing all this time and money in writing a book. What do you want to have happen once it’s released? What’s your big picture goal?

There are many things you could be hoping it will help you achieve. Some of the most popular include:

Thought leader status
Public speaking invitations
Teaching opportunities
Board of directors offers
Enhanced organization visibility
Raised personal profile
More publicity opportunities
More business
Improved recruiting and hiring candidate quality

But these are just the start. As we all know, success attracts success, and a book can be the starting point for an avalanche of new business opportunities that you can’t yet imagine. My own books have sparked expert witness requests, speaking gigs, teaching invitations, consulting engagements, and more business, to name just a few.

So, start by deciding what you want this book to do for you. That way, you can write it with that goal in mind.

Then, you can begin to outline what you want to share.

A 10-Chapter Business Book Blueprint

The vast majority of traditionally published business books are between 10 and 15 chapters long. If you want your book to be able to be indistinguishable from a traditionally published book at Barnes & Noble or NYC’s Strand Books, it’s a good idea to use that structure.

Of course, there are also books that follow a different format, such as Smart Brevity, which has 24 chapters, or many of Seth Godin’s books, which are short and have pithy advice rather than lengthy narratives. (Purple Cow is one of my favorites of his.)

Focus on organizing your material so that it flows logically from one point to the next, and then see how many chapters you end up with. Each chapter should be approximately the same length, so if you have some shorter chapters, consider combining them, or, conversely, breaking up chapters that attempt to cover too much.

Here is how I typically approach outlining a business book:

Current problem. What is the situation or opportunity you’re going to write about? Why is it important? Why should we care?
Context. How did we get here? What does the reader need to know at the start of the book? Is there some history that is relevant?
Identify causes. What triggered the situation? What are the root causes that created this situation or opportunity?
What to do about it. What’s your solution or your perspective on how to deal with it? Do you have a framework or system? Explain it briefly here.
How it works. Next, get into applying your solution. Implementation begins here and can last for anywhere from 1-5 chapters, on average. This is the “how” part of your book.
Implementation tools. If there are processes, new roles, equipment, or technology you need in place for your ideas to work, explain what they are and why they’re critical for success.
Justification. Sometimes you need to help the reader make a case for big changes. What kind of positive changes will this approach or idea make possible? What’s your best-case scenario?
Building buy-in. Of course, you could have the best idea in the world, and you’re going to encounter some type of resistance. People don’t like change. How will you roll it out to maximize buy-in from the people it impacts?
Overcoming common pitfalls. Inevitably, something’s going to go awry. Prepare your reader to expect this, and then lead them through common solutions to get past whatever obstacles crop up.
Epilogue. Rather than a wrap-up chapter, I always encourage authors to look ahead. Help your reader see how the future can be different with this new information you’ve just shared. Paint a picture of what’s possible.

Using this blueprint, your first step is to formulate an outline that matches what you want to share in your book. Your outline becomes your roadmap that will keep you on course to hit your deadline.

A CEO-Friendly Schedule

If your plan is to write at least 10 chapters in 12 weeks, with time for research, outside interviews, and editing, you’re probably going to need two weekly meetings with your ghostwriter to talk through the content. Plan on 90-minute calls, but sometimes you may only need 60 minutes. It depends on the chapter and how clear you are about your message.

Before each meeting, ask your ghostwriter to send questions tied to the chapter. That way, you can prep and pull together any data, stories, or outside sources you want them to speak with.

At the outset, you’ll want to set weekly milestones in order to stay on course to hit your 90-day deadline. But if anything comes up once you’ve started working on your book, like a new idea, a new source, or a work trip you have to take, you can’t expand the project without allowing for more time. Your ghostwriter may also ask for additional compensation if your original plan changes.

What is “Done?”

Because of your aggressive schedule, your ghostwriter should have drafts of each chapter within a few days of your talking them through. Once you receive them, your task is to read them and comment on the content and the voice.

Correct any information that is inaccurate and also suggest changes that sound more like how you would communicate something. This will help your ghostwriter learn how to make the writing more your own.

Then, give all of your feedback to your ghostwriter as quickly as possible, so that they can take care of edits and revisions quickly as well. The speed with which you turn around comments and edits will help you stay on your 90-day schedule.

Increasingly, authors are turning to alpha or beta readers for feedback on their manuscripts. Depending on how much time you’ve allotted in your schedule, you could share your draft with colleagues and friends who are in your target audience for feedback. These early readers can offer suggestions regarding content flow, things they didn’t understand, material that was redundant, and anything else they saw that could make your book better. You can also share your draft with family and friends, but if they aren’t in your target audience, you may want to take their advice with a grain of salt, meaning, not as seriously.

Next Steps

After you and your ghostwriter are happy with the content, it’s time to hand it off to the publisher you’ve selected. There are several potential ways to get your book into print, and Jane Friedman does a nice job of laying them out for you.

Once in a publisher’s hands, they will then have an outside editor go through it to find inconsistencies or opportunities for improvement, and then a copy editor or proofreader. The more people who go through it, the better the finished product.

Thinking about writing a business book in 2026? Let me know if you’d like my free guide to working with a ghostwriter to get your book written and published.

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Frequently Asked Questions

Can I finish a business book in 90 days?

Yes, with a clear plan and help from a business book ghostwriter, you can complete your book in about 3 months.

How does a ghostwriter speed up book writing?

Ghostwriters organize your ideas and write drafts quickly, saving you time and helping you stay on track.

What is ghostwriting?

Ghostwriting means hiring a writer to create content for you, while you keep the credit as the author.

Is ghostwriting legal for CEOs?

Yes, ghostwriting is legal and widely used by CEOs to share their expertise efficiently.

How do I start writing my first business book?

Begin by outlining your key ideas, then consider hiring a ghostwriter to help turn your vision into a finished book.

Is a Ghostwriter Right for You? 10 Questions to Ask

mlt — Mon, 06 Oct 2025 12:28:55 +0000

Do I have the time to write the book myself?
Am I confident my writing skills are on the level of publishing professionals?
Am I able to organize my thoughts and ideas into a book’s standard narrative structure?
What do I want this book to do for me or my career?
How quickly does this book need to be published?
Can I objectively assess the quality of my content?
Am I confident that my writing voice will enhance my credibility?
Am I sure about which details should be shared and which should remain confidential?
What’s my track record for completing personal projects like this?
What is the potential return on a mediocre book versus a well-written one?

Many leaders aspire to be authors, writing their own books, but are reluctant to hire a ghostwriter to assist them. For many, that reluctance is due to a misunderstanding of a ghostwriter’s role. Some people claim it would be “inauthentic” not to write their own book.

A nonfiction ghostwriter is not a writing surrogate. Despite the misconception, they do not write alone, without much input from the author, and then deliver up a finished manuscript for rubber-stamping. No, a business book ghostwriter is a true writing partner who collaborates closely with the aspiring author to understand their perspective, expertise, and message. Together, they determine the best way to structure the material to be shared with readers and then devise an outline to achieve that goal.

A skilled, experienced ghostwriter is part interviewer, asking pointed questions to surface the most useful, interesting information; part therapist, providing support and encouragement to the author to explore uncomfortable subjects; part writer, helping to communicate the author’s message eloquently; part project manager, assuming responsibility for moving the project forward according to the agreed-upon schedule; part editor, constantly looking for ways to polish and improve the draft manuscript; and part publishing consultant, offering advice and connections to help the author find a publisher that will best meet their needs.

There are few downsides to hiring a ghostwriter if you are sure you want to write a book, but here are 10 questions to consider as you weigh that decision:

Do I have the time to write the book myself?

Leaders are among the busiest people around and are typically stretched thin trying to manage work projects, internal teams, and suppliers—not to mention family and friend relationships. Some attempt to set aside time in the evenings and/or on weekends to make progress on their book, but having to put the project down for days or weeks at a time, it’s difficult to get back into the writing flow quickly. Even the best writers and communicators decide that working alongside a writing partner is a better use of their limited time and results in a better quality finished product, typically in a fraction of the time. Writing a book on your own can take many weeks or months of solid, solitary work. However, if you have ample time, it can be a very satisfying use of it.

Am I confident my writing skills are on the level of publishing professionals?

Asked another way, will your writing produce a publishable book you will be proud of? The last thing you want to do is spend 6-12 months writing a book and then not be proud to tell everyone of your accomplishment. While you may be the expert in your field or have unique experiences and ideas to share, do you also have the communication skills to package those ideas in the best possible light? It’s a rare person who has both those talents.

Am I able to organize my thoughts and ideas into a book’s standard narrative structure?

Brilliant business leaders frequently have many ideas, thoughts, stories, and lessons they could share, but deciding which stories are relevant to making a book compelling may be a challenge. A ghostwriter can help organize notes and ideas into a coherent narrative arc that is engaging and builds momentum with each chapter. Someone who is a publishing industry professional and who has ghostwritten dozens of books can quickly recognize the best way to plot out relevant points and stories in book form.

What do I want this book to do for me or my career?

Before you begin structuring ideas and laying out stories, stop to ask why you want to write a book. Is it to preserve your legacy? Share your ideas? Document your story? Position yourself as a leader in your industry or region? These are just some reasons to write a book, because they can open doors to new opportunities and enhance your credibility. But know what you want a book to do for you before you get too far along. If you’re writing a children’s book to amuse your children or grandchildren, a ghostwriter may not be essential. But if you’re writing a book to earn praise and boost your reputation, make sure your finished product won’t do the opposite.

How quickly does this book need to be published?

The speed of technology leads to information obsolescence much sooner today than even five years ago. The speed of information-sharing moves quickly, which means that if you opt to write your book yourself, by the time it is out in 2-3 years, the content may no longer carry the weight it does now. It may be out of date. Hiring a ghostwriter can’t guarantee that your information will still be current by the time your book comes out, but they can typically complete your manuscript in a few months, rather than years. Can you afford to wait?

Can I objectively assess the quality of my content?

It’s hard to know what other people will find interesting or new when you’re so involved in a situation or business. Involving an objective third-party in helping you determine what material is relevant and interesting to the target reader can make your book much stronger. Ghostwriters ask the questions they know readers want answered and help identify which stories will resonate, which is hard to judge when you’re on the inside. Ghostwriters offer an outside perspective.

Am I confident that my writing voice will enhance my credibility?

Everyone has a writing style that is uniquely their own. In many ways, it reflects how they speak, so that when their writing is read, it’s clear who the author was. But not everyone is a fan of their own writing or their own style. The good news is that a ghostwriter can either mimic your writing voice so that your book sounds like you, or they can make it sound more scholarly, more formal, more professional—or whatever type of writing personality you’d prefer.

Am I sure about which details should be shared and which should remain confidential?

Many CEOs and business leaders have intriguing stories to share, thanks to years of navigating challenging business situations. If those examples are clearly proprietary, most authors know the details can’t be included in a book. However, there are frequently old stories that are quasi-public information at this point that some leaders may want to include. However, sometimes those stories could cause more harm than good, and an outside perspective can help keep authors out of trouble. Ghostwriters, sometimes with input from attorneys, can advise authors regarding which stories are safe with changes, which stories are fine to tell, and which ones absolutely need to stay out of print.

What’s my track record for completing personal projects like this?

Have you been working on a manuscript for years? Do you have a habit of getting started with gusto and then losing interest (or hope), as time goes on, and challenges emerge? The truth is, most people who start writing a book never finish. They may have the best intentions, but life gets in the way, momentum fades, and the manuscript gets put aside. The Independent Book Publishing Association (IBPA) reported nearly 15 years ago that 200 million Americans (or around 81 percent at that time) wanted to write a book. I’ve seen a statistic repeated through the years that only 3 percent of people actually write those books, though I have been unable to find the original source, so I don’t know if that number is reliable. But it’s certainly true that there are far more books that remain unwritten or unpublished than there need to be.

What is the potential return on a mediocre book versus a well-written one?

A well-written book can raise the visibility and prestige of an author, creating potential new business and media opportunities that may more than offset the costs of writing and publishing a book. However, that can never be guaranteed because the success of a book depends on the amount of marketing and promotion that occurs to support it. On the other hand, it is almost a certainty that a poorly written book will earn low Amazon reviews and potentially damage the author’s reputation, reducing the chance of other speaking and writing invitations. Hiring a professional to assist can improve the odds of producing an authoritative title.

A recent study of the ROI of writing and publishing a book reported “More than 90 percent reported some form of nonmonetary value in their books, and 89 percent said writing a book was a good idea.”

Want to learn more about the process of working with a ghostwriter and getting your book published? Feel free to request a free copy of my Insider’s Guide.

Watch: Hiring Ghostwriters: Red Flags and Big Idea Narratives

Frequently Asked Questions

How do I know if I need a ghostwriter?

If you lack time or writing skills, a ghostwriter can help you create a professional business book.

Is ghostwriting legal for business authors?

Yes, ghostwriting is legal and common for CEOs and executives.

How much does it cost to hire a ghostwriter?

Ghostwriting services rates vary widely, from a few thousand to tens of thousands of dollars.

What questions should I ask a ghostwriter?

Ask about their experience, process, costs, and how they keep your voice authentic.

Can a ghostwriter help with SEO and marketing?

Some ghostwriters understand SEO and can help position your book for better online visibility.

Your Book as a Business Development Tool

mlt — Mon, 23 Jun 2025 02:41:20 +0000

Why Books Outperform Other Marketing Channels

Traditional marketing and business development activities tend to interrupt prospects while they’re engaged in other things. Cold calling and text messaging, especially, are proactive methods that break into people’s day unexpectedly, while other tactics like direct mail, email, social media posts, and networking events are less intrusive.

A book, however, is more reactive. It’s also more convenient.

Readers can pick it up when they want. That creates a very different relationship with you, as the book’s respected author. Instead of trying to sell them anything, you’re perceived as attempting to be of service or to educate through your book.

That’s a different dynamic altogether.

Your book gives you instant credibility and authority. This shortens the sales cycle for whatever you’re offering, because your book helps forge a level of immediate trust. With trust established, you may experience shorter sales cycles and less price sensitivity.

Your book is also extremely efficient. In typical networking and business development activities, you proactively work to meet new people, connect with prospects, and impress potential sources of referral. Some percentage of all those conversations may turn into a sales call, and a small percentage of those may result in sales.

Your book, however, gets you in front of people you may never actually meet face-to-face and prequalifies them as interested in your product or service even before you speak with them.

Strategic Book Positioning

The key to leveraging your book for business development is in your topic. If you use your book as a sales pitch surrounded by customer success stories, you’ll lose credibility. Everyone will be able to see that its purpose is selling.

But if you write a book that makes a significant or innovative contribution to your field — content that gets readers talking — you’ll be seen as a leader.

A good place to start in thinking about potential book topics is identifying major challenges your audience regularly faces. Are there large industry problems? Looming issues? Or underlying tensions that are impacting profitability? Writing about a potential solution, or a way to achieve a solution, helps demonstrate your expertise and industry leadership.

Providing a framework for diagnosing and then addressing problems helps build trust while reinforcing the depth of your industry knowledge. But there needs to be value offered within your book’s pages. If readers get to the end and feel like they’ve wasted time reading it, you will not have achieved the desired effect.

You want readers to feel more positively about you by the last page.

Beyond Publication

While being a published author elevates your personal brand and reputation on its own, leveraging your book to attract more positive attention helps your business development efforts.

Writers and reporters for media outlets prefer to quote published authors because they are viewed as more objective and better informed than other types of experts. Earned media quotes, a.k.a. publicity, help amplify your book’s message and increase your own visibility.

Since many speakers’ bureaus will only represent published authors, releasing your title will qualify you for paid speaking opportunities. Landing keynote presentations and conference talks reinforces your expert status.

Of course, one of the most effective uses of your book for business development is as a direct mail piece. Send it to your top prospects with your best wishes.

Measuring Success

Books can help open doors and start conversations, but they are typically not considered a fast turnaround tactic.

Mailing books out and bundling them with speaking gigs can initiate new business relationships, but it can be weeks or months before you even get down to talking serious business. On the other hand, business relationships that originate from your book have higher lifetime values, generate more referrals, and can grow over time. The pace of growing the relationship is slower, but the conversion rate is often higher.

Trust has become an essential factor in many business relationships, so the faster you can establish it, the shorter your sales cycle.

High-end customers value expertise and credentials, of which your book provides evidence.

Your book is your best business card.

Contact Us

Watch: Can you share experience with you had to quickly get up to speed on a topic?

Frequently Asked Questions

How can a book help with business development?

A book builds your authority and attracts clients by sharing your expertise.

Can ghostwriting make business books easier?

Yes, ghostwriters help busy CEOs write professional books faster.

Is ghostwriting legal for business development?

Yes, it’s legal and widely used to create authentic business books.

What is CEO thought leadership?

It’s sharing your knowledge to inspire others and grow your brand.

How do I use my book to get new clients?

Share it at events, online, and in meetings to show your expertise.

The Media Magnet Effect: Why Journalists Love Interviewing Published Authors

mlt — Thu, 19 Jun 2025 02:11:23 +0000

One qualification that reporters and writers look for when seeking out interview sources is book authorship. In fact, freelance writers frequently use Amazon as a search engine when they’re on the hunt for specific expertise (voice of experience here as someone who still writes for mainstream media outlets).

Want more media coverage? Here’s why journalists look for authors as experts.

Need an expert on digital marketing? Reporters will generally turn to an online bookstore to see who has recently written a book on the latest techniques.

Need someone to predict whether return to office (RTO) mandates will continue into 2026? Journalists will look online to see if there is a recently published book on RTO trends.

That’s the typical thought process many writers, reporters, content creators, and editors have.

That’s also why publishing a book can make an author a media magnet. Rather than having to pursue media opportunities, authors frequently find that reporters reach out to them to request a comment or interview.

Books I’ve authored have led to being interviewed by Lester Holt on MSNBC, being featured in a front-page story in USA Weekend, and being interviewed on a number of podcasts and local TV shows. Producers and reporters reached out to me to request that I help them with their reports, which I was very happy to do.

As an author, you may receive similar emails and phone calls. That frequently depends on whether your book is timely, ties into a news event, trend, or seasonal story that someone has decided to report on.

Authors have a number of advantages that make them media magnets, including:

Instant Credibility

If you’ve invested months or years researching your topic, organizing your observations and insights, and then writing a 60,000 or 70,000-word manuscript, you’ve demonstrated you have expertise. The fact that a publisher agreed to produce and distribute your book confirms your credibility and authority.

The challenge reporters and journalists face today is distinguishing between actual experts and influencers. The two are not the same. You can be ubiquitous and not be a credible source.

An author has credibility and authority in their topic area, which is why media representatives working on a story feel confident that they’re going to get a useful response based on the author’s knowledge of the subject.

Proven Communication Ability

Another advantage authors bring to the table is the ability to distill broad concepts into pithy statements. Authors are typically very quotable. That makes the reporter’s job easier.

By packaging your expertise on a subject into a 250-page book, you’ve proven you are capable of explaining ideas and telling stories that many journalists are eager to hear.

You have also personally grappled with deadlines and understand the value of editing your work, which some writers need to do post-interview due to space constraints their magazine has given them. Most authors understand these challenges and don’t get upset when some quotes get cut or a story is condensed.

Availability and Accessibility

Many reporters have short deadlines, meaning little time to find and interview experts for their story before it’s due.

Some potential sources are notoriously difficult to get to commit to an interview, such as corporate executives and celebrities. They’re super busy to begin with and they have gatekeepers that block access. Just getting through to a personal assistant can take days.

Authors, on the other hand, are fairly easy to track down. They’re also often happy to discuss their book and the points they make within. Finally, they’re likely to have other media assets at the ready, such as a headshot and bio, which makes the journalist’s job so much easier.

In the choice between a big-name CEO and an easy-to-work-with author, the author frequently wins due to access.

Storytelling Skills

In addition to being more available, authors can also be more interesting to interview. Because they’ve studied their book’s topic at length, from all angles, they often have counterintuitive perspectives and unconventional takes on the subject.

That means they’re more quotable and their stories and examples will be attention-getting.

That’s what journalists want.

They want a source who is able to break down a large topic into digestible facts and figures, as well as to explain both sides of an issue with compelling examples and stories.

The key to becoming a media magnet is saying “yes” to every interview request you receive, as long as it’s relevant and will reflect positively on you and your book. Don’t turn down requests from smaller papers or websites because those stories may be your ticket to a larger story that a major media outlet picks up.

With every interview you give, the better your odds of receiving another request. Journalists share sources with their colleagues, and a good reputation goes a long way toward being recommended for other stories.

The more you embrace media opportunities, the stronger your media magnetism can grow.

Contact Us

Watch: Unlock Media Opportunities: Publish Your Book Now!

Frequently Asked Questions

Why do journalists prefer interviewing published authors?

Published authors have clear ideas and credibility. Their books show expertise, making interviews easier and more interesting.

How does publishing a book help CEO thought leadership?

A book positions you as an expert. It builds trust and opens media and networking opportunities.

Can a ghostwriter help me get media attention?

Yes, a ghostwriter can craft your message clearly, making your story appealing to journalists.

Is ghostwriting legal for CEOs wanting media exposure?

Yes, ghostwriting is legal and ethical when you approve the content. It helps busy CEOs share their ideas professionally.

What should I expect during a media interview as an author?

Be ready to share insights from your book. Journalists want your unique perspective and stories that connect with readers.

DIY vs. Professional Ghostwriter: The True Cost Comparison Every CEO Needs

mlt — Mon, 16 Jun 2025 01:40:43 +0000

Most CEOs and business leaders would agree that thought leadership positioning can be good for business and good for your personal brand. To achieve that status, you need a strong public presence, which is typically accomplished through regular articles, blog posts, books, public speeches, and media interviews.

Given the frantic, often all-consuming schedule that C-suite execs and entrepreneurs grapple with, it’s almost impossible to keep up the pace of information-sharing without outside help. Retaining professional support has become a normal part of doing business now that we live in the age of 24/7 social media.

However, some leaders believe that the only way for their personal brand and reputation to be authentic is if they create their own content. For many, that holds true even when the possibility of writing a book surfaces.

The Real Cost of a DIY Book

Business leaders who consider writing their own book often focus on the financial benefits, to the exclusion of other considerations. They tally the cost savings of a do-it-yourself (DIY) book and arrive at a fairly large number.

After all, professional ghostwriters aren’t cheap.

But in making the decision only about money, they don’t take into account other costs.

The first is their time investment. To begin drafting a book, you can’t just start writing unless you’re working on a fictional account that can be made up in your head. If you’re writing a nonfiction book, you’ll need to study existing books on your topic, to confirm the book you want to write doesn’t already exist. You’ll need to spend time organizing your key points and creating an outline. Then you’ll need to do online research to confirm that your arguments and examples are based on fact and not hearsay or AI hallucinations.

Your first draft of a chapter could easily take 40 hours or more, depending on how fast a writer you are. Many of my clients are smart, creative, and articulate, but writing even a few paragraphs can take a full day, they’ve told me. Which means that 40 hours per chapter may be low.

When you start to calculate how much of your time you’ll invest, using your equivalent hourly wage as a rough estimate, you may be surprised by what writing your own book is costing you. If you’re paid, say, $100/hour, each chapter is costing you at least $4,000 if you can get it done in 40 hours. That may be optimistic, however.

Beyond the straight number of hours you’ll need to spend working on your draft manuscript, there is the issue of consistency. Rarely are weeks exactly the same schedule-wise, which means you may be able to find two hours this week to work on your book and maybe four next week, but it’s a challenge to make consistent progress.

Without a dedicated block of time in which to work on your book, it could take many months just to finish drafting a single chapter. It’s difficult to gain any real momentum when you’re working at that pace.

When your whole manuscript is drafted, are you familiar enough with the book publishing industry to know what to do with it at that stage? Do you know who should review it next? Do you have a publisher lined up?

Then there’s the quality question. You may be a decent writer, but are you a strong enough writer to pen a book you’ll be proud of? Are you confident it can stand head-to-head against other books on the same topic?

Poorly written content can do you more harm than good. If your book turns out to be mediocre, as evidenced by Amazon reviews or published book reviews, the damage to your reputation and career can be extremely costly.

Writing your book yourself can certainly help keep money in your pocket, but is that the best decision long-term?

The Professional Ghostwriter Investment

Professional ghostwriters charge tens of thousands of dollars to work alongside you and write your book. The more experienced, in terms of books published; the number of bestsellers to their name, NYT, WSJ, and USA Today; and the number of writing awards earned; the higher their price tag. That’s because with more experience, the lower your risk of ending up with a dud.

Newer book ghostwriters will certainly charge less. By “less” I mean under around $25,000. Celebrity ghostwriters will charge more on the order of $150,000 and up. And the rest will typically be somewhere between $50,000 and $100,000.

As with most things, you tend to get what you pay for.

Some of you are seeing those numbers and are certainly experiencing sticker shock. How can ghostwriters justify charging that much, you may be thinking?!

Well, they’re charging for their considerable expertise as well as for their time. Drafting, editing, and polishing your book will take months. And skilled ghostwriters bring to the project specialized publishing expertise that will also benefit the project.

The result is a book that is better, more insightful, and more skillfully written than you could have done on your own — without you having to spend hours and hours trying to finish it.

When DIY Makes Sense

There are situations, however, when writing your book can make the most sense.

The first is if you genuinely enjoy the writing process. If you love writing, then consider hiring a writing coach to guide you. You’ll be the writer, and you can have a consultant standing by to offer feedback and input on your drafts.

The second scenario when writing your own book makes sense is if you have lots of time. If you have free time and are interested in doing the writing, that’s another vote for a DIY approach. Of course, this assumes that you’re not already under contract and you don’t have a deadline hanging over your head in a couple of months.

Finally, if you can’t afford to hire a professional, writing your first draft can be one way to reduce your need for a ghostwriter. If you can craft a rough draft manuscript that you can hand off to a developmental editor, you can save money that way, too.

Your decision regarding whether to write your book yourself or to hire a professional ghostwriter really comes down to opportunity cost.

You can absolutely write your own book. You likely have the skill and you have the ideas, so you could write it. But should you? Is spending months writing the best use of your time? What is your time worth? And are you confident that a manuscript you draft will be worthy of 5-star reviews on Amazon? Will it be the best version possible?

That’s where the true value of a professional ghostwriter can make all the difference. They can help ensure your personal brand and reputation are enhanced by your book and that you’ll have a positive return on investment.

Contact Us

Watch: Ghostwriting Costs: Book Publishing Budget Breakdown

Frequently Asked Questions

What is the difference between DIY writing and hiring a ghostwriter?

DIY means you write the book yourself. Hiring a ghostwriter means a pro writes it for you based on your ideas.

How much does it cost to hire a ghostwriter?

Ghostwriting costs vary but expect $10,000 to $50,000 for a business book, depending on length and experience.

Is ghostwriting legal for CEOs?

Yes, ghostwriting is legal and common. You own the book and get credit as the author.

What are the benefits of hiring a ghostwriter?

Ghostwriters save time, improve writing quality, and help organize your ideas professionally.

Can DIY writing save money?

Yes, but it takes more time and effort. You may need to hire editors or marketing help later.

Digital First Books? Modern Publishing Strategies for Business Authors

mlt — Sun, 15 Jun 2025 01:25:00 +0000

In Praise of Print

A print book has a “thud factor” — the satisfying sound it makes when you drop it on a desk. The heavier the book, the deeper the sound.

A print book also has a laundry list of potential uses. You can use it as a direct mailer to send to prospects and current clients as evidence of your expertise. You can bundle it with speaking engagements as a value add. You can assign it to students in the college courses you’re teaching as an adjunct, as well as many other promotional opportunities that are easier when you have a physical item.

People don’t generally throw books away, so your title will have permanence.

The two big downsides of print books are the speed and the cost.

No matter which type of publisher you’re working with, a print book will take longer because of all the pre-production work required. After the editing and proofreading, there is the page layout and print preparation, followed by the actual printing. Then the printed pages have to dry before they can be bound together.

I don’t think anyone has ever referred to printing a book as a “speedy” process. It’s not.

As for cost, if you’re working with a traditional publisher, your agreement likely requires that they pay for production. The tradeoff is that the speed of production is typically much slower than that of hybrid and independent presses. Hybrid publishers do require that you pay for production and printing, but it is possible to expedite the process.

Given the time required for books to be printed, there are many situations where it can make sense to release a digital version first. This would be in advance of your official release date.

You can still follow it with a hard copy book, but digital-first can help ensure you don’t miss any marketing opportunities that are time-sensitive.

The Digital-First Approach

Digital-first publishing allows you to get your ideas out into the market faster. In many cases, your book can be available in weeks versus months.

This can be critical when you’re addressing timely topics, a competitor is also working on a book, or in industries where obsolescence is a concern. You need yours out there first.

In addition to speed of availability, since digital-first means your manuscript is formatted digitally for availability online as an e-book, your potential reach is massive. When the electronic version of your book is available on platforms from Amazon Kindle to Google Play Books to Apple Books, buyers worldwide have access. There’s no shipping delay to get to the other side of the globe.

I’m not saying that this is an either-or situation, however. You can and should still proceed to release a print version of your book, but if time is of the essence, lead with a digital version while the hard copy is in production.

Print as a One-Two Punch

Physical books carry more weight as evidence of your accomplishments than digital versions. For that reason, business leaders building their personal brand will want to proceed with a print version.

Another important reason to proceed with a hard copy book is that traditional media outlets, conference organizers, colleges and universities, and corporate buyers prefer to see hard copy books. A print book is a tangible credential that digital-only authors lack.

Sequential Release

Frequently, it’s smart to release both versions of your book in staggered fashion: first comes the digital format, followed by print weeks later.

Launching a digital version first allows you to capture market attention.

The other advantage of leading with a digital version is that you can get reader feedback. This can be useful if you still have time to revise your hard copy edition before it goes to the printer.

With the pace of business only increasing, finding ways to circumvent traditional slow-moving processes can yield even greater success long-term.

Contact Us

Watch: Audiobooks – Business Books

Frequently Asked Questions

What are digital-first books?

Digital-first books are published online before print. They reach readers faster and often cost less to produce.

Can CEOs use modern publishing to build thought leadership?

Yes, modern publishing helps CEOs share ideas quickly and connect with audiences through digital channels.

Is ghostwriting common in modern publishing?

Yes, many business authors hire ghostwriters to create high-quality content efficiently.

What is beyond traditional publishing?

It means using self-publishing, digital platforms, and marketing tools instead of relying only on big publishers.

How can SEO agencies help business authors?

SEO agencies optimize your online presence so your book and brand get found by the right readers.

Why Many CEO Books Fail (And How to Avoid The Most Common 5 Mistakes)

mlt — Sat, 14 Jun 2025 03:14:41 +0000

Many CEOs have built successful companies. They’ve taken the helm and helped their businesses expand organically or through acquisition, rolled out new products and services, added headcount, and/or maybe pursued new target markets. They’ve generated millions, or even billions, in revenue for shareholders.

After those major accomplishments, you’d think writing a successful book would be easy, right?

Not so much.

Yes, my clients do well with their books, but not all books written by CEOs and business owners — even with the help of a ghostwriter — will automatically achieve their goals.

After ghostwriting dozens of business books with CEOs, business owners, founders, professors, and experts, I’ve seen what works and what doesn’t. I’ve also witnessed other authors with fantastic ideas make costly mistakes that negatively impact how well their book performs.

Fortunately, these failures are completely preventable. You just need to learn what the red flags are so that you can avoid them when you’re writing your own.

Mistake #1: Writing for Anyone and Everyone

One problem many business leaders have is that they almost know too much. They have so many amazing experiences and lessons learned that they know could be helpful. And they want to share all of them with everyone.

Unfortunately, targeting a broad audience can lead to a book that is so generic that it gets lost amongst all the other general business advice books.

A better approach is to zero in on a particular group that will benefit most from your insights and observations. Maybe that’s fellow CEOs of organizations with 1,000+ employees. Maybe it’s leaders of companies in the AI space. Or maybe it’s new college grads looking for their first job.

By focusing on one particular group of potential readers, you’re in a much better position to help them with their specific challenges and opportunities. But the challenges that new college grads are facing today are very different from what a Fortune 500 CEO faces.

Pick one narrow group and write your book for them, specifically.

A client of mine several years ago wanted to write his company’s corporate history for anyone, anywhere who had ever heard of it. That’s a massive audience, I pointed out. I encouraged him, instead, to write it for the company’s biggest fans. Assume some existing knowledge of the company and then share inside stories that its advocates would love to hear. After all, they would be the most likely to want such a book and to recommend it to others.

The book became an international bestseller.

Mistake #2: Underestimating How Long a Book Takes to Produce

Many business leaders have been thinking about writing a book for years. They’ve had a lot of time to think about it and frequently have a well-developed idea of what they want included. Although the scope of their book may be clear to them, they generally underestimate how long it’s going to take to draft a manuscript of 60,000 to 65,000 words.

Some think they’ll be able to work on it in the evenings or on weekends, or even while on vacation.

They expect that 30 to 60 days should be plenty of time to get it done. Of course, once they sit down and try to make significant headway on their own, they realize their thinking was flawed.

It typically takes much longer than 30 days to produce a quality manuscript, even with the help of a ghostwriter. A well-written, high-quality business book more often takes 9 to 12 months to finish. Yes, it can be done in less time, but only if the author (you) has the ability to carve out time weekly in their schedule to talk through chapters and review drafts. Without that dedicated time, it can take more than a year, or longer.

If you can block off 1-2 hours per week to meet with your ghostwriter, it’s possible to get your book done in a matter of months.

Mistake #3: Leading with Ego, Not Value

CEOs who write books to inflate their own egos generally end up with boring content. If the primary purpose is telling everyone how great you are, it’s going to fall flat.

I say that because most readers today want takeaways. They want actionable insights.

One of the bestselling categories at the moment is prescriptive memoir, because readers like compelling stories, but they also want to know what to do with the information shared. How can they apply it in their own lives?

CEO books need to include strategy, recommendations, and useful ideas, not just story after story about what an incredible job they’ve done at their current employer.

A CEO client of mine several years ago wanted to write a book to explain her company’s intellectual property. Her goal was to help other business leaders by sharing easy-to-understand anecdotes and stories alongside insights and recommendations. She wanted to have a positive impact, first and foremost.

Several times I had to push her to toot her own horn because she was so focused on making sure she explained the business principles and how-to information she knew would be helpful.

And it was. Her book immediately hit the Wall Street Journal bestseller list because she made it all about service to her reader and not about her.

Mistake #4: Putting Off Marketing Until the Release Date

Many leaders are under the impression that marketing their book starts as soon as it hits bookstores. Some also expect publishers to do all of the promotion, which is not true, but what’s important to understand here is that activity surrounding raising the visibility of the author, their message, and their book needs to start well before the book is done.

I often recommend that authors begin blogging, if they aren’t already, about their book’s topic now. Start sharing research, reports, articles, op-eds, and related speeches that can help explain why the book’s content is needed or relevant.

Pursuing guest podcast interviews, public speaking opportunities, conference participation, publicity, and advertising are all good starting points to make your target audience aware of you and your message months before your book is out.

The worst thing that can happen is that you put off marketing until you have books in hand, and at that point, media outlets view it as old news. Some have three-month lead times and need to receive advance reader copies before the book is available in bookstores.

I can’t say that I have too many clients who wait until the last minute to promote their books because I’m constantly emailing them publicity opportunities to pursue while we’re working together. I push them to get their title finalized and cover designed so that they can share that image of their “forthcoming book” with everyone they come in contact with.

Mistake #5: Viewing their Book as a One-Off Project Rather than an Asset

Some CEOs get so focused on the process of writing their book that they lose sight of the bigger picture. They’re relieved when the time-intensive work on their book is concluded. Then, their book comes out, they share it, and they move on to other tasks.

Sure, their book is a useful credential, but they don’t invest as much time as they could in leveraging it.

In truth, a book should serve as an asset for years to come. The most successful CEO authors do all they can to extract value from their investment of time and money.

In truth, you can slice and dice the sections and chapters of your book in many new ways to repurpose it for maximum benefit if you’re strategic about it.

You can use chapters as potential keynote topics. You can take lessons from chapters and convert them into LinkedIn articles or blog posts. You can convert some of the content into lead magnets for your company. You can mail your book out with a personalized note as a way to forge new business relationships.

Really, the opportunities are endless.

One of my clients years ago wrote a book to launch their new company. From the outset, it was a critical asset, and they used it as evidence of their expertise. The book helped them land lucrative consulting engagements and training opportunities worth millions of dollars. Then, they pitched a second book, which they sold for a six-figure advance. That book, which I edited, was a New York Times bestseller.

The book was successful because they planned from the outset for it to be the foundation of their marketing strategy, which they then built on and added to so as to create new business opportunities.

Business leaders who invest in books as tools to showcase and amplify what they’re doing frequently find that it can spark new business opportunities for them and for their company. But it does take strategizing and planning from the outset.

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Watch: Where CEOs Get Stuck Writing Their Books

Frequently Asked Questions

What are common reasons CEO books fail?

Common reasons include unclear messages, poor writing, lack of marketing, ignoring the audience, and rushing the process.

How can a ghostwriter help avoid these mistakes?

A ghostwriter guides your message, improves writing, and helps plan the book for your target readers.

Is ghostwriting legal and ethical for CEOs?

Yes, ghostwriting is legal. You remain the author and approve all content.

What is CEO thought leadership in a book?

It means sharing unique insights that build your reputation as an expert in your field.

How important is marketing for CEO books?

Very important. Without marketing, even great books may not reach the right audience.

The Networking Goldmine: How Your Published Book Opens Doors That Money Can’t

mlt — Wed, 11 Jun 2025 21:33:07 +0000

The Credibility Amplifier

When you invest time and money in conceiving of a book topic, organizing, writing, and publishing it, you’re setting yourself apart from others in your field.

That act of packing your experiences and expertise in book form immediately confers on you the title “author.” And once you’re an author, you’re viewed as a step above or ahead of others in your industry. You earn instant credibility that opens doors and starts conversations for which others have not yet qualified.

Your book is proof of your authority.

Your Stage Awaits

One reason that business leaders and experts write books is to qualify for speaking opportunities. Published authors are frequently invited to speak.

Event planners, conference organizers, trade show managers, and corporate meeting planners are constantly on the hunt for credible experts who can provide useful information or advice to their audiences. Your book is evidence that you have ideas and a perspective to share.

And that you’re likely articulate if you were able to write an entire book.

Of course, with speaking as with most opportunities, success breeds success. When you do a great job at one conference, the conference planner will recommend you to their colleagues. Corporate meeting planners mention you to their peers looking for suggested speakers. Word can travel fast.

Each appearance can dramatically expand your network and reinforce your authority positioning.

It can also increase your bank account. With each talk, speech, or presentation that receives positive reviews, your fee rises. Keynote speakers may start by charging $500 and quickly increase it to $5,000 or even $20,000 per gig if word spreads.

While the cash is great, the new relationships formed can be even more valuable. Your network will continue to expand, and along with it, your reputation and credibility.

Inner Circle Access

As you’re making a name for yourself on the speaking circuit, it’s likely you’re being invited into some rooms you didn’t even know existed. There are mastermind groups, industry think tanks, and invitation-only meet-ups and gatherings where serious business gets done among those given access.

Your book is your ticket to get in.

Advisory boards, boards of directors, professional associations, and industry groups often seek out well-known authors to assume leadership roles, join boards, or participate as panelists. These leadership roles get you in front of industry leaders and decision-makers who want to be aligned with experts and thought leaders like you.

The networking that happens at these levels, with these types of people, is very different, very strategic.

The Partnership Magnet Effect

Just as success yields more success, successful people want to align themselves and be associated with other successful people. Being a published author puts you almost in a category by yourself because it signals a level of success that few other people in your field can match.

With a book credit to your name, you may find that other leaders in your field now view you more as a colleague and potential partner or ally. As such, they may be more willing to share their thoughts and ideas with you.

Now, as colleagues, there may be opportunities for joint ventures, partnerships, collaborations, or strategic alliances that you probably couldn’t have even imagined a few years ago. Because now you’re seen more as a peer, an equal, than someone who needs their help.

Compounding Growth

One of the most valuable aspects of your book is the effect it has on your ability to grow your network. There is a compounding that happens, much like in investing.

Each new connection you make as an author has the potential to exponentially increase your network, and with individuals who have their own high-value network you can tap into. Your status as an author more easily opens doors to new connections.

Then, the exponential growth of your network creates exciting new business and professional opportunities you might never have imagined. Business deals, partnerships, collaborations, referrals, speaking invitations, board positions, podcast and blogging offers — the list of possibilities is almost endless.

And it all starts with your network and the launch of your book.

Permanent Credibility

The biggest advantage your business book can provide you is ongoing credibility and authority in your field. Your published book benefits you 24/7, sparking introductions behind the scenes, enhancing your reputation and credibility as people hear about your recent release, and opening doors you didn’t know were there.

Your book is a silent marketing tool that is always working for you.

The impact on your network is also permanent. Even years after its release, your book will continue to serve as a networking catalyst, forging new relationships and uncovering new opportunities that compound over time.

Yes, a book is a product. It’s proof of your expertise and market knowledge, but it’s also a key to a network of relationships that can transform your business and your career.

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Watch: Audiobooks for Business Books

Frequently Asked Questions

How does a published book help with networking?

Books build credibility and attract attention, opening doors to new contacts and opportunities.

Can ghostwriting help me publish faster?

Yes, a ghostwriter speeds up writing so you can share your book and start networking sooner.

Is ghostwriting legal for CEOs?

Yes, ghostwriting is legal and widely used by business leaders.

What is CEO thought leadership?

It’s sharing your expertise to influence others and build trust in your industry.

Can a book help me meet influencers and journalists?

Yes, published authors often get invited to speak, interview, and connect with key people.

find a ghostwriter Archives - Marcia Layton Turner

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