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Table of contents:

• Why Publishers Like Ghostwriters
• Why Authors Prefer Not to Acknowledge They Worked with a Ghostwriter
• Contract Requirements
• Public Acknowledgment

Although book ghostwriting as a profession has only come out of the shadows in the past couple of decades, publishers have long been aware that their authors use ghostwriters. In fact, many publishers refer authors to ghostwriters or recommend that they consider hiring one.

But are authors required to tell their publisher when they hire a ghostwriter?

That depends on the publishing contract. If the publisher requires the author to indicate they worked with a ghostwriter, then yes, they have to. And if the publisher has not demanded notification, it’s typically up to the author (though this isn’t legal advice, just common sense).

So, is there a downside to revealing that a ghostwriter is involved?

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?

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Table of contents:

• Ghostwriters Help Articulate Your Lived Experiences
• Subject-Matter Expertise and Writing Skill Are Different Talents
• Ghostwriters Help Translate Thoughts and Ideas
• Collaboration and Compromise Are Not the Same Thing
• More Experts are Acknowledging their Ghostwriters

Of all the possible reasons not to hire a book ghostwriter, fears of inauthenticity top the list, it seems. Authors have expressed concern that working with a ghostwriter will make their book less theirs.

When authors are worried about authenticity, they say something like: “I couldn’t use a ghostwriter. If I published a book, it would need to be my work.”

What I then try to explain is that a ghostwriter will only enhance your ideas, your framework, and your stories. A ghostwriter will not make up stories and insert ideas that are not your own.

In fact, I would go so far as to say that hiring a ghostwriter can actually help maintain authenticity, not dilute it. Here’s why:

Ghostwriters Help Articulate Your Lived Experiences

Your knowledge, perspective, and experiences are what make you uniquely you. A ghostwriter has no interest in making up stories to fill pages—their goal is to help you tell yours. They want to hear your insights, lessons learned, and observations to share on the page. In many cases, a ghostwriter can help you express your thoughts and ideas more clearly because they are not as close to them as you are. The content is all authentically yours, though it may be organized or communicated in a way that is more accessible to others.

Subject-Matter Expertise and Writing Skill Are Different Talents

You could be the preeminent guru in your field and have a hard time conveying what you know. Ghostwriters, on the other hand, do not know what you know, but they do know how to tell stories, make ideas clearer and stronger, and make dry writing more interesting. Writing is a specialized skill that few CEOs, founders, business owners, nuclear physicists, tech execs, or nonprofit leaders have. That’s why they hire ghostwriters as writing partners and collaborators—to make sure their book reflects their subject-matter knowledge and is easy to read and understand.

Ghostwriters Help Translate Thoughts and Ideas

Having brilliant ideas and insights does not necessarily mean that you can convey them in a way that other people understand and recognize your brilliance. Many experts can make presentations and share their ideas verbally, but struggle mightily when they sit down to write. Again, it’s a different skillset. But a ghostwriter can take your spoken words and translate them into paragraphs and chapters that form a book. They capture your ideas in your voice.

Collaboration and Compromise Are Not the Same Thing

When you hire a ghostwriter to work alongside you on your book, to help gather relevant thoughts and ideas and structure them into a narrative arc that makes sense, you are retaining a consultant, essentially. You’re hiring a publishing expert, but you still have the final say. Actually, you have a say at every step of the way. You decide which information to include and which to leave out, how to frame certain situations or stories, and how you want to be perceived. You are the decider, not your ghostwriter, because it’s your intellectual property. There is only compromise if you decide to allow it.

More Experts are Acknowledging their Ghostwriters

Until the last decade, leaders and experts who relied on ghostwriters to help produce their books were very quiet about it. Ghostwriters were hush-hush. But recently, frequently in the name of authenticity, more business leaders, celebrities, and influencers have openly admitted they had help. “Of course, I hired a ghostwriter,” many have said, because they are not writers or publishing pros. Hiring a ghostwriter is like hiring a tutor to help you do the best job possible; it’s not hiring someone else to take the class for you or take your tests.

Ultimately, people hire ghostwriters for a variety of reasons besides writing skill and publishing expertise. The biggest reason is time; few busy leaders have the time to write a book, while others may have the time but choose not to spend it typing away on a computer on their days off. Some have the time but are slow writers and understand that a ghostwriter can help get their book out in months, not the years it would take them on their own.

Authenticity is going to become even more of an issue as artificial intelligence (AI) gains the capability of looking and sounding like humans (fake videos are already in circulation), but working with a ghostwriter will not weaken your message, ideas, or stories.

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Table of contents:

• 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.

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Table of contents:

• What Makes Up Your Personal Brand
• The Authority that Books Convey
• Repurposing Your Ideas for Greater Visibility
• Choosing the Right Topic is Key
• Your Long-Term Brand Strategy

In a recent article for Chief regarding the importance of a personal brand for senior executives, Danielle Hughes, founder of branding consultancy More Than Words Marketing, said, “A personal brand has gone from being a nice-to-have to a need-to-have.”

This is especially true for ambitious business leaders.

Everyone has a personal brand. Your brand is based on what you’ve accomplished, what you’ve shared online, where you’ve spoken, and other evidence of your ideas and interests. However, your current personal brand may or may not represent how you’d like to be perceived.

Yes, blog posts, media mentions, TED Talks, and other recognition help establish your presence—your brand—but nothing else elevates your professional reputation like publishing a book.

Authorship is one of the most powerful ways you can build a credible, authoritative personal brand. Here’s why:

What Makes Up Your Personal Brand

At its core, your personal brand is made up of three components that together shape how others see you professionally: 1) Expertise, 2) Reputation, and 3) Visibility.

Your expertise consists of your experience, knowledge, skills, abilities, and insights. It’s what makes you a professional standout.

Your reputation reflects how others see and describe you. Your reputation is made up of your track record of success, your credibility, and authority. How people describe you when they tell others about you contributes to your professional reputation.

And visibility is determined by how well people remember you and recommend you to others, often based on how easily you can be found online. If people need to dig deep to come across your profile or anything that has been said about you online, your visibility would be considered low.

Unless you’re already a celebrity in your industry, it’s very likely you’re weak in at least one of these areas. For example, you might have a tremendous reputation within your company but be a complete unknown outside of it. Or maybe you have recognized expertise, but people don’t know you well enough to be able to speak out in support of you.

The good news is that writing and publishing a book can address all three of these components in one fell swoop.

The Authority that Books Convey

No matter how many speeches you’ve given, presentations you’ve made, or consulting engagements you’ve won, none of those impact your personal brand like claiming author status. Being able to call yourself an author instantly elevates your reputation.

Sure, there are industry icons who blog or have a podcast or YouTube channel, and many may be considered “influencers.” However, writing and publishing a book signals a different level of influence, of commitment to your field, as well as a higher level of expertise. You can write hundreds of articles and blog posts, but penning an entire book is an entirely different accomplishment, and everyone knows it.

In part because of the space that books provide, you have the freedom to articulate original thinking and innovative ideas that distinguish you from your colleagues. That’s the power of long-form content. When you have 50,000 or 60,000 words to use, you can delve deeply into your area of expertise and define new frameworks, point out coming industry trends, and speak out for or against what’s already headed your way. That’s harder to do in a 1,000-word blog post or article. Books can shift your career in new ways more quickly than any other tool.

The fact that media outlets and websites prefer to interview authors, or view them as credible sources for stories, confirms this enhanced credibility and authority. When you take the time to organize your ideas and insights into a book-length work, your efforts and serious engagement with your ideas are respected and even rewarded with increased attention.

With more credibility and attention comes new opportunities. Those new opportunities often include speaking invitations at events, podcast guest offers, as well as magazine columns or guest blogging requests. Landing consulting engagements, expert witness gigs, and board of directors offers are not unheard of. Your book becomes your business card.

Repurposing Your Ideas for Greater Visibility

Although a book is a way to package your expertise, it doesn’t have to restrict you. Once you’ve written a book, you can then deconstruct it and slice and dice it in new and different ways, for greater reach and impact.

For example, each of your chapters could become a related blog post. Pithy quotes can become graphic posts on Instagram. You could take an idea from your book and record a 30-second explanation or example to share on YouTube. You can create a course or courses based on your book or host a webinar or masterclass. That book becomes the center of a new content system to which you can return for more ideas over time.

Choosing the Right Topic is Key

Of course, your book has a better chance of being a jumping-off point for your personal brand if you select a topic that is at the intersection of your interests and expertise as well as your audience’s interests and information needs. No matter what, your book needs to offer a unique take on a topic or provide a new way of understanding it, such as through a framework, blueprint, or system.

When faced with a choice between what you want to write about and share and what your target audience wants to hear about, choose the topic they want to know more about. No, it may not be what they need, but by giving them what they want, you have a shot at attracting their attention. Over time, you can start to serve up what you know they need, but if you lead with what you want to write about, you may never sell enough books to have the impact you hope to.

As you’re evaluating topics and angles, think about where you want your personal brand to go. What do you want to be known for in the future? If you want to shift into doing more consulting, for example, weave in success stories and hit hard on corporate strategy. If you want to be considered for a global role, make sure you include content that addresses a global perspective. And keep in mind that long-term, you may write several books, so this first title does not have to include everything you have to say on a subject; go with the most relevant and perhaps unconventional, to attract attention and raise some eyebrows.

Your Long-Term Brand Strategy

The good news about a book is that it has staying power. Although LinkedIn users may come across your post once and promptly forget about it, your book may sit on their desk or bookshelf for several weeks or even years. For that reason, a book can have a larger impact on your brand-building efforts. A book can demonstrate that you have the experience, the insights, and the expertise worth paying attention to.

Some of the most successful authors started with one book that made a splash and they followed that one with another, in between speaking engagements and other invitations that quickly heightened their visibility. Their books sparked movements that positioned them for many more revenue-generating opportunities even years later. Just look at Malcolm Gladwell, James Clear, or Cal Newport, for example. They’re no longer just authors; they are massive brands. But their careers really took off when they decided to invest the time in writing a book.

You have a similar opportunity to make your mark.

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The LinkedIn Algorithm Reality Check

We all know that LinkedIn is the social media platform for business professionals. It always has been, and that specialization makes it a powerful tool. However, the Algorithm Insights Report for 2024 shows that LinkedIn organic reach is on the decline. Currently, only about 2-6 percent of your followers ever see your posts.

At the same time, LinkedIn posts are really only relevant or viable for about 24-48 hours, at the most. Unless your followers catch it within that timeframe, they will likely never see it. Your efforts are wasted.

Additionally, the size of your LinkedIn follower account doesn’t necessarily equate to thought leadership or authority. The more connections you have, the greater the potential for business opportunities, but there isn’t always a direct connection with business results.

The Permanent Authority of Books

Granted, the same can be said of books—there is no guarantee of success or of new business opportunities. However, books do create permanent authority. That is, authority that is longer-term and not attached to social media platforms or trends.

When you’re introduced as the author of “The foremost book on [your topic],” your expertise is solidified in a way that LinkedIn will likely never be able to.

That permanent authority doesn’t wane either. In fact, it can compound and amplify over time. Your book can continue to build and enhance your reputation in the background, attracting opportunities to be quoted by the media, be invited to speak at events, be interviewed on podcasts, and participate in online summits.

As I’ve pointed out before, journalists and writers are encouraged by media outlets to use authors as sources for articles they write because publishing a book suggests a depth of knowledge that non-authors can’t demonstrate as easily.

Besides attracting marketing opportunities, a published book is also a powerful marketing tool in itself. Send a prospect your book and you immediately earn respect, even if they never read a word of it. Several of my clients have stated that they view their book as a conversation starter.

Book authorship is a permanent credential, even if your book eventually goes out of print. You will always be able to differentiate yourself as the author of [your book’s title].

The Synergy Strategy: Book + LinkedIn

The good news is that we’re not talking about competing marketing tools. LinkedIn and your book are complementary, not competitive. Actually, they multiply each other’s effectiveness. Your book becomes the foundation of your authority that gives everything else you post on LinkedIn more weight.

The credibility you earn from your book carries over to positively impact engagement on your LinkedIn posts. As an author, you’re an expert sharing your expertise rather than an average person sharing their opinions.

You can also mine your book for LinkedIn content, so that the two support each other. You could take a chapter and slice and dice it into separate posts, or take examples and expand them into case studies. As new research is shared, you can post about it and tie it back to content you shared in your book, so that you’re constantly updating it and keeping it relevant.

The same is true of speaking gigs. You can draw from your book to craft interesting presentations and speeches, and you can write LinkedIn posts about questions you got from the audience at a recent keynote or conference at which you spoke. You can share photos you take at these events to continue to remind your followers of your industry leadership.

Just look at successful business authors like Wharton Professor Adam Grant or entrepreneur Kim Perell and how they amplify their stature through their books. Their books establish their thought leadership and authority, which enhances their social media reach, which then helps increase awareness of them and their books, which drive more sales and speaking opportunities, and create a cycle of influence that has a positive long-term impact.

Your Implementation Plan

If creating a virtuous cycle of opportunities sounds good to you, your first step needs to be to write that business book you’ve been meaning to. Yes, you need to keep up with the LinkedIn posting to continue to grow your network and establish your credibility in the meantime, but your book will be the foundation of your authority.

Once your book has been released, you can use it as the basis of many weeks of articles and blog posts. You can turn chapters into several series of articles, you can pull out facts and figures and expand on them to create social media posts, and build on points you’ve made with related news, to keep your points up-to-date.

You should also reference your book as often as possible. When you’re being invited to speak, try to negotiate a deal that includes a bundle of books for attendees, for example. When you’re on a podcast, mention your book. When you’re on TV, bring a book to hold up on camera. When you’re being quoted in a magazine or newspaper article, mention that you’re the author of [your book’s title].

Hopefully, you can see how your book can support your LinkedIn posting, as well as other marketing activities, and how LinkedIn can create opportunities to mention your book or segue to topics you cover in its pages.

I heard someone say, “LinkedIn can get you noticed, but your book will get you remembered,” and I think that’s true. So, you don’t need to choose one or the other. Choose both and leverage both to amplify your results to an even greater extent than either method on its own.

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Table of contents:

• Traditional Publishing Advantages
• Types of Control at Risk
• Retaining Control

Many CEOs and business leaders assume that a traditional publisher is the best path for them to take in getting their newly written book produced and distributed. Given how traditional publishers were the only option available for centuries, it makes sense that authors start the process of writing a book thinking that they will be traditionally published.

However, today, that’s not always the case. You have other choices now.

Traditional publishing may also not make the most sense for your particular book.

The disruption that has occurred in the publishing industry in the last 20 years, thanks to innovations in printing technology and entrepreneurial ventures, has led to new publishing business models and companies. No longer are major publishing houses, such as Random House, Simon & Schuster, Penguin, HarperCollins, and John Wiley & Sons, among others, the only way to become a published author.

In fact, the odds of landing a traditional publishing deal are unlikely unless you’re well-known or already have a large social media following.

Publishers today are risk-averse and are reluctant to sign a new author who may not be able to sell at least 10,000 copies. Unless you can almost guarantee that your community will buy that many books, you may have an uphill battle landing a traditional publisher. Not to mention the need for a literary agent to represent you and a strong book proposal prepared to market your book.

Traditional Publishing Advantages

Historically, major publishing houses were the gatekeepers, determining which books were worthy of publication and which were not. For that reason, some authors believe having a traditional publisher’s name on their book’s spine enhances the book’s credibility and prestige, as well as their own.

In some circles, that may be the case. Academicians and scholars, for example, may receive enhanced stature by landing a traditional publishing deal.

In the business world, however, the only real advantage is that traditional publishers agree to cover the costs of production. In that case, CEOs, founders, and business owners don’t need to come out of pocket to have their book edited, proofread, laid out, cover designed, printed, and distributed.

Authors who are cash-strapped may find this the only advantage that matters to them. Production and printing costs start at around $10,000 and go up from there.

By opting to sign with a traditional press, however, authors may inadvertently or unknowingly give up control of elements that may be important to them.

Types of Control at Risk

If you have the ability to pay upfront for the design, production, and printing of your book, you are in a strong negotiating position. You can consider a traditional deal as well as other alternatives, such as hybrid publishers and author services companies.

Where traditional publishers can offer:

• A potential advance against future royalties
• No-cost production and printing
• Well-established distribution network
• Sales representatives to help promote your book
• Potential enhanced credibility

Some of the potential downsides of traditional deals are:

• Long potential production timetables – 18-24 months after manuscript receipt
• Little to no input on cover price
• Input but no final say on cover design
• A requirement for a buy-back of a certain number of copies that ends up costing you money upfront

Depending on your topic, these considerations may be significant.

Timetable: Most business executives live and work with a sense of urgency. When their manuscript is written and ready for production, few are willing to wait another two years before it hits bookstores. And for tech topics, there is a very real risk that the content could be obsolete by that point, or have been overshadowed by a similar book.

Cover price: Publishers set a book’s cover price based on what similar, competing books cost, as well as what number is going to make their financials work. It’s possible that where competing titles are selling for $24.95, yours could be priced at $34.95 in order to make the financial model profitable. And you may not want to be the highest-priced book in your space. But it’s not your call.

Cover design: Publishers employ skilled graphic designers who know what types of covers sell. They are specialists at grabbing a customer’s attention. You wouldn’t want someone without publishing industry experience designing your cover; however, you may also want to offer input. For example, perhaps you want to include a pop of color that matches your company’s corporate colors. You can request it, but the final decision is not your own.

Buyback: If you were leaning toward a traditional deal in the hopes of not having to pay for production, a buyback effectively does the same thing. You commit to buying a certain number of copies, which you purchase at an author’s discount. Depending on the size of the buyback, this could end up costing you more than a hybrid press.

Where you may lose control of these elements of production in exchange for not having to pay for production and printing, by considering hybrid and author services companies, you can take back control of some or all of the above-mentioned items.

Retaining Control

With hybrid publishers and author services companies:

• You decide on the title
• You choose the cover design, with input from your publisher
• You decide on the cover price, with recommendations
• You have near-100 percent control of the content, within reason
• The production timetable is more like 10-12 months, not 18-24 months
• Many independent publishers have distribution arrangements with Ingram or Simon & Schuster
• You pay a fee for services upfront
• With hybrid publishers, you also pay a 15 percent commission, much like you would pay an agent

If you want to play a big role in making decisions about your book, you can try to write that into a traditional contract, if you’re offered one, or choose to work with a hybrid publisher or author services company where you retain full control.

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Table of content:

• Generic, Surface-Level Insights
• All Self-Promotion, No Value
• Inconsistent Voice and Messaging
• Failing to Back Up Claims with Evidence
• Poor Execution and Presentation

Not all CEOs are thought leaders. Even CEOs who are excellent strategists, top-notch supervisors, and skilled managers of processes aren’t necessarily visionaries and industry authorities. Leading a business and predicting where markets are headed or will move in the future are completely different abilities.

Fortunately, thought leadership can be developed. Sharing industry observations and insights through bylined articles and social media content can help position a senior executive as a thought leader over time. Similarly, a well-written book can be a shortcut to thought leader status.

However, thought leadership isn’t guaranteed. A steady stream of posts and articles does not necessarily equate to an enhanced reputation or boosted credibility. In fact, many CEOs end up shooting themselves in the foot and damaging their credibility by making avoidable mistakes.

To build industry authority and earn the respect of colleagues and senior leaders, avoid these common pitfalls.

Mistake #1: Generic, Surface-Level Insights

The fastest way to damage your credibility and confirm you’re just like every other leader in your industry is to create content that regurgitates what others have already said. If you aren’t adding to the conversation or deepening readers’ understanding of issues relevant to your company or market, you may want to hold back from posting. Otherwise, you may confirm that you don’t have original ideas.

Likewise, sharing information stuffed with jargon and business buzzwords can damage any chance of being seen as a visionary or leader. If you’re truly a pioneer with groundbreaking ideas, you don’t need to share messages with phrases like “paradigm shifts,” “disruptive innovation,” or “synergistic solutions.” Rather than spouting popular phrases and acronyms, drill down and explain why your approach or observations are new using plain language. Then weave in real-life examples from your personal experience to confirm your first-hand connection to the ideas.

Mistake #2: All Self-Promotion, No Value

True thought leadership is created to educate and inform other people. That’s it. Sure, smart thought leadership also supports your desired position as a leading thinker, but the primary purpose should be service, not sales. Astute readers can immediately spot when something you’ve shared is marketing-speak, and that damages your credibility and authority. Your true intentions may be questioned. Don’t pat yourself on the back or try to sell your company’s products or services. That’s not thought leadership.

A more effective approach is to address industry challenges and reveal how you’ve seen companies solve them, without mentioning your organization. If you give others credit, so much the better. Share frameworks you’ve developed, potential solutions you’ve been researching or hearing about, or new ideas that you believe have potential to make a difference.

Mistake #3: Inconsistent Voice and Messaging

CEOs who try to demonstrate expertise across multiple topics or areas of interest risk being seen as scattered. It’s harder to convince people you’re an expert when you claim to know about a lot of different subjects; the assumption then becomes that you’re more of a generalist who knows a little bit about a lot of things. Positioning yourself as someone with broad knowledge actually detracts from your desired position as an expert and thought leader.

When you talk or write about a wide variety of topics, say, from AI to supply chain to cryptocurrency, it’s hard for others to know what you’re really an expert in. They don’t know how to think of you. Are you an expert in logistics? Finance? Large language models? Or something else entirely? This confusion damages your attempts to be seen as a thought leader. Instead, find a swim lane and stay there. Choose one core area where you can provide unique insights and build from that; everything you share should then tie back to that core competency. That’s how you’ll build authority.

Mistake #4: Failing to Back Up Claims with Evidence

Although contrarian viewpoints and new ideas are key to thought leader positioning, being able to back statements up with proof is important. Making bold claims without any type of evidence will call into question your credibility and authority. Your claims will be seen as personal opinion rather than proven expertise.

Given that CEOs typically have access to robust research reports and studies conducted internally, making statements that you can’t prove with research data or published reports can be damaging. Instead, whenever you share an observation, insight, or prediction, immediately offer concrete examples and proof. That will help others view your ideas as visionary rather than just commentary.

Mistake #5: Poor Execution and Presentation

Even the most insightful or exciting ideas can fall flat if poorly expressed. Thought leaders also need to be expert communicators or to have partnered with writing professionals who can support them. If you can’t structure and present your ideas clearly, your audience may question your ability to actually execute.

Yes, everyone recognizes and understands that CEOs are overscheduled and frequently struggle to find time to think. Which is why hiring a writing collaborator is a smart solution. Working alongside a communications professional helps ensure that your insights are clearly conveyed and enhance your reputation. Your audience can feel confident in your ability to act on recommendations and strategies, based on your professional-level communication.

CEOs who emerge as thought leaders do so through consistent communication and value delivery, not promotional messages and unsupported claims. Working to be of service to others is also essential.

Work to avoid these credibility-killing stumbles and mistakes to speed up your rise to thought leader status.

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