7 surprising sources of ghostwriting income

8/13/2019 7 Surprising Sources of Ghostwriting Income

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TABLE OF CONTENTS

About the Association of Ghostwriters .................................... 3

Make More Money as a Ghostwriter ......................................... 4

1. Public Relations Firms ............................................................ 6

2. Literary Agents ......................................................................... 9

3. Book Packagers ...................................................................... 11

4. Other Writers .......................................................................... 13

5. Book Acquisition Editors ..................................................... 15

6. Corporation Communicators ............................................... 17

7. Social Media Sites ................................................................... 19

About the Author ....................................................................... 23



About the Associationof Ghostwriters

Bringing aspiring and experienced ghostwriters together.

The Association of Ghostwriters is the leading professionalorganization for ghostwriters of books, articles, speeches, whitepapers, case studies, blogs and social media content. Members

are both experienced and aspiring ghostwriters dedicated toproviding high-quality content to their clients, who areexecutives, organizations, professors, national speakers and othersubject-matter experts.

The purpose of the Association of Ghostwriters is to help itsmembers find ghostwriting assignments, develop and enhance

writing and interviewing skills, deliver top quality writtenmaterials and manage profitable ghostwriting projects.



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G H O S T W R I T I N G I N C O M E

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Make More Money as aGhostwriter

Like ghostwriters, many writing opportunities fly under the radarunnoticed.

The key to making more money as a ghostwriter is fairly simple: makesure everyone you know or come in contact with knows that you provide

ghostwriting services. People who are responsible for publishing well- written content, such as books, white papers, special reports, magazinearticles, newsletters, and blog posts are some of your best potentialsources of ghostwriting gigs. Where there is a need for quality writing, you

will find many opportunities.

To attract ghostwriting work you need to first communicate that you arequalified and available to tackle such tasks. Not only that, you should alsoreach out to specific people whom you believe may be a source of work.Introduce yourself. Be proactive.

In addition, be reactive. Respond to ghostwriting opportunities you comeacross, even if you’re not sure the project is a perfect fit. Explore whatskills are needed and whether you may be a match. It’s possible thecompany on the hunt for a ghostwriter will have additional opportunitiesbeyond that which was posted. For example, if they’re currently lookingfor an article writer, it’s plausible that they may also need a ghost bloggeror ghost author in the future. By introducing yourself and inquiring abouttheir current needs, you are now on their radar for future projects.

However, to be considered for ghostwriting gigs, you also have to firstfind them. Follow the information. Seek out and network with potentialsources of projects. That will likely mean signing up for print and onlinenewsletters, perhaps subscribing to some freelance writing job services,joining professional writers associations and following ghostwritingbloggers. Essentially, immerse yourself in the ghostwriting world to more





frequently come into contact with income-generating opportunities andpeople who can connect you with that work.

Ghostwriting assignments usually come from people, organizations, or

online resources such as social networking sites. Let’s take an in-depthlook at seven lesser-known sources.





1. Public Relations Firms

Many writers and reporters deal with public relations (PR) firms and theirrepresentatives regularly as the middleman who facilitates access (or not)to a desirable source or expert. PR reps also proffer article ideas andnewsy tidbits from their clients to writers in the hopes of generatinginterest in some kind of media attention, which might include aninterview. Pursuing publicity on behalf of their clients is their job, after all.

However, issuing emails touting the latest news about their client or

proposing them as the “perfect source” for your upcoming article onXYZ isn’t all they do. In general, the larger the client and its budget, the wider the range of services PR firms provide them. And in some cases, ontheir to-do list is helping raise their client’s visibility through the written

word. That’s where you can come in.

There are a couple of different ways of going about the task ofintroducing yourself to PR firms.

Research Firms and Their Clients

One is to research the largest PR firms and send off an email to theaccount managers responsible for companies you’d like to work with. Theother is to identify companies you’d like to support, or even executivesyou’d like to collaborate with, and reach out to the PR firm identified inthe newsroom or media section of the company’s website. You could alsotry Googling the corporation’s name and the phrase “public relationsfirm” to try and research which firm is currently engaged.

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Some resources for tracking down PR firms include:

• The Public Relations Society of America’s member directory

• O’Dwyer’s Public Relations Firm database

• PRChannel agency search

Start by sending a letter of introduction to PR firms likely to have highprofile clients. Include your résumé or bio (copied into the body of youremail) that mentions prior ghostwriting projects you’ve successfullycompleted, and links to writing samples.

Since many people will not open attachments from people they don’t

know, as a general rule, it’s best not to send an attachment on your firstround of communication to anyone.

Monitor Job Banks

On the flip side, when PR firms are tasked with helping their clientsbecome more visible on the social media front, earn more print publicitythrough bylined articles, or get published, their first step is often to searchfor a qualified freelance writer or ghostwriter to pitch in. This is especiallytrue when their clients are considering writing a book. Few top corporate

executives, elected officials, or non-profit leaders have the time to devoteto penning a book, although most quickly recognize the value of beingable to call themselves an author.

Sometimes PR firms publicly post ads on job websites, and, in othercases, make discreet phone calls and emails to prepare a list of potentialcandidates.

Some of the job banks PR firms use include:

• Mediabistro

• PRWeek jobs

• Talentzoo

Raise Your Profile





In a few cases, the firm will turn to a database of ghostwriters they’vealready made contact with – their so-called stable of writers. Since mostprofessionals prefer to do business with people they know, like, and trust,

the ghostwriters already in their database, whom they have presumablyinterviewed and vetted, have the best chance of being selected for clientprojects. They are on the short list of candidates simply because of theirprior contact with the PR firm.

While you should certainly apply for all the ghostwriting gigs you comeacross for which you are qualified, being added to the writer databasesthat some PR firms maintain could become another source of income as

well. So make sure you send letters of introduction to try and make your way onto this desirable list.





2. Literary Agents

One group of people whose income is completely dependent on booksgetting published is literary agents. They are a strong potential source ofghostwriting work because they frequently hear from would-be authorsand experts who have a great idea, great contacts, a great platform, etc.,but who may not have the skills or the time to actually write a book. Inorder to lock down a publishing contract, for which the agent receives 15%, they need to pair their client with a writer willing to work behind thescenes. That’s where you come in.

To be most effective, you’ll first want to identify the types of books you want to ghostwrite. Then limit your search for agents to those whospecialize in your preferred subjects.

For example, if your forté is health, you’ll want to seek out agents whohave a track record of getting health-related books published. Or if you’remore of a science or technology specialist, agents who have recently soldbooks in those subject areas will be a better fit.

Even if you have an agent representing you and the books you writeunder your own name, that doesn’t mean you can’t introduce yourself toother agents for ghostwriting projects. However, if you choose to haveyour regular agent represent you in negotiating any ghostwriting deals withother agents, you will be responsible for paying them their 15%

commission out of the fee you earn. To avoid paying out 15% twice, totwo different agents, many ghostwriters choose to negotiate such dealsthemselves.

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To put your best foot forward with literary agents:

• Introduce yourself by email.

• Describe your ghostwriting experience and make it clear that is thekind of work you’d like to do for him or her.

• Give an overview of your writing career highlights.

• Offer to send writing samples for their review.

If they anticipate a need for a ghostwriter with your skills in theforeseeable future, they will likely respond right away. If they don’t, makea note to yourself to follow up in six months.

Some useful agent directories include:

• The 2012 Guide to Literary Agents

• Jeff Herman’s Guide to Book Publishers, Editors and Literary Agents 2012

• 2012 Writer’s Market





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3. Book Packagers

Book packagers are a cross between an agent and an editor. They often,

but not always, come up with an idea for a book and then set out to find a writer or ghostwriter to bring it to life. They may even ask an expert tocollaborate and hire graphic designers to handle page layout and pre-production work.

Once their team has been formed, packagers then attempt to sell the bookto a publishing house. However, instead of simply negotiating a 15%agent commission, they may develop a complete financial proposal for apublisher that is more lucrative than a straight 15% cut and compensatesthem for managing the entire book production process.

If you recall the ill-fated Beardstown Ladies’ Common-Sense Investment Guide(where the investment club was found to have miscalculated itsimpressive earnings record), then you are familiar with a book producedby a packager. In fact, it was Seth Godin who came across theBeardstown Ladies and had the idea to write an investment guide usingtheir apparent market-beating techniques. He pitched the idea toHyperion and brought writer Leslie Whitaker on board to author it andthe rest is history.

Because they are constantly researching and developing potential booktopics, book packagers have an ongoing need for available writers andghostwriters to assist in producing books for their publisher clients.

Finding Book Packagers

To find book packaging firms, do a little online research. Here are somedirectories to aid your search:

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• Yahoo Directory of Book Packagers

• American Book Producers Association

• Literary Marketplace

Visit book packager websites to learn more about the types of books theytypically produce, and then introduce yourself as someone withexperience in writing about a topic they cover (such as cookbooks, ormemoirs, or craft guides). Make it clear which topics or industries youfrequently write about so that you come to mind first when they begininvestigating books in those areas.

Pitching yourself as a generalist writer will do you little good sincepackagers need strong writers who are subject-matter experts, or nearly

so.





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4. Other Writers

Some ghostwriters perceive other writers to be competitors angling forthe exact same projects they are. In fact, successful writers and

ghostwriters recognize that there is more than enough work to go around,and it pays to refer work to colleagues that isn’t a perfect fit. That way,you aren’t forced to accept a job you truly aren’t excited about, and can,instead, provide another writer with income; most will gladly return thefavor when a project falls into their lap that is equally unsuited for theirskills or interests.

Few writers specialize in the exact same topic, with the exact same writingstyle or subject interests. For example, I am one of perhaps thousands ortens of thousands of full-time writers who specialize in writing about

business topics. However, within that broad category, I enjoy studyingand writing about entrepreneurs and the marketing tactics they use tobuild their businesses. Other business writers may be on-staff at businessnewspapers and magazines, while I’m a freelancer. Some may specialize insmall business, too, but prefer to examine finance or technology-relatedtopics. There is such diversity within the business genre that I do not

waste time worrying about which writer is going to win which project; Igladly refer potential clients to my circle of writer friends when my time orinterest-level isn’t a good fit.

If you assume an abundance mindset and look for ways to shareinformation with other ghostwriters, you will tap into an ever-growingnetwork of potential project sources. Each new writer you meet is apotential source of a ghostwriting gig down the line.

More than three years ago, I was introduced by a travel writer friend toone of her clients, whom she thought might be a good source of work for

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me. Since my colleague and I live in different parts of the country andspecialize in different writing niches, it was unlikely a project that was aperfect fit for me would also be a fit for her, so she had little to lose by

introducing me to her client. And when that client did approach me abouta project last year, I made a mental note to be on the lookout for travel-related projects I could send my friend’s way. That’s the value ofestablishing, or joining, a network of professional ghostwriters.

Finding Writer Networks

While the Association of Ghostwriters (AOG) provides a built-in writernetwork, if you’d like to build your own, some great places to findprofessional writers include:

• American Society of Journalists and Authors • The Author’s Guild

• Editorial Freelancers Association.

• Freelance Success

There may also be local writer groups in your city or town you can join.





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5. Book Acquisition Editors

Acquisition editors are employees within publishing houses whose solejob it is to find and sign new book projects worth publishing. Most haveannual quotas they need to hit, or a target number of new book projectsthey need to find and commit to publish. They need your help moretoday than ever before.

The publishing industry has changed dramatically in the last few years,thanks to a weak economy, the rising use of e-readers, and the increasingpopularity of self-publishing as a viable option for authors. The result forpublishers is a risk-averse mindset. Rather than taking a chance on an up-and-coming expert who is interested in being published, most publishers

will only work with “name” celebrities and authors who have anestablished following. Yet they still need to produce books in order to stayin business.

While this risk-averse perspective does not bode well for first-timeauthors, it does create new opportunities for ghostwriters. In some cases,

when an acquisition editor comes across a book they would like topublish, conceived by someone who does have an established audienceand platform, but who lacks the ability to create a book-length work, they

will actively seek a ghostwriter who can fill the gap. Knowing that a skilled writer is going to take responsibility for researching, organizing, writing,and editing a manuscript makes a riskier project so much more appealing.Ghostwriters willing to play a role behind the scenes can become thedifference between an author getting a publishing deal or not.

Find Acquisition Editors

To be considered for such projects, identify acquisition editors atpublishing houses that produce the types of books you have experience in

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writing. Do a little digging at the websites of publishers specializing in whatever it is you want to write - health books, celebrity autobiographies,how-to works, or executive autobiographies.

Once you find editors of interest, send an email introduction with some writing samples embedded, or linked, not attached. Pitch yourself as thesolution to their need for quality writing – you can take great ideas frompeople who can’t write, and shape them into a publishable manuscript.Emphasize what you have to offer them, whether it’s speed, flexibility,subject-matter expertise, or connections, rather than your interest in doingbusiness with them. Make it clear that you are exactly what acquisitioneditors need to effectively do their job.





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6. Corporate Communicators

Although most major corporations retain at least one public relations firmto be their eyes and ears on the street, when an executive expressesinterest in writing a book, starting a personal blog, or developing akeynote speech, for example, the company’s own in-house PRdepartment may take the lead in finding an appropriate ghostwriter. That’s

why introducing yourself to local corporations and in your area ofexpertise makes a lot of sense.

Position yourself to the PR department as a publishing resource, availableto assist in preparing a wide variety of ghostwritten documents for theirC-level execs. These may include:

• Articles

• Blog posts

• Books

• Case studies

• Newsletters

• Op/ed pieces

• Social media messages

• Speeches

• White papers

While most PR professionals are capable writers, sometimes the topic orthe timeline are simply too much. Knowing that you are waiting in the

wings to support them could lead to a steady stream of writingassignments.

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To find appropriate internal PR contacts to which you can introduceyourself, head to corporate websites and find the newsroom or mediacontacts section at each. Email an expression of interest in supporting

them as a ghostwriter and offer to send your résumé and some writingsamples.

When calculating your fee, remember that multiple levels of corporateprofessionals will likely review your work. It’s not unusual for there to beseveral rounds of revisions, so take that into account when you price yourghostwriting services.





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7. Social Media Sites

Social media sites like Facebook, Twitter, Pinterest, and LinkedIn, as wellas blogs, are a way for people to stay in touch with many people at once,as well as to research and compare potential service providers. Yourprofile, posts, and participation at one or all of these social media sites

provides would-be clients with a snapshot of your strengths, weaknesses,interests, connections, and style.

Blogging

Although blogging is not always considered a social media tactic, sinceyour posts appear on a free technology platform like Wordpress orBlogger, the way it functions is almost exactly like other social networks.

And many writers swear by their blog(s) as a way to demonstrate their writing talents, prove their familiarity with a particular industry or topic,

and connect with like-minded individuals.Setting up a blog at Wordpress or Blogger takes only a few minutes, butkeeping it updated and active can be extremely time-consuming.However, well-written blogs with a steady stream of content of interest toreaders has led to many a book deal; the key is writing about a topic youare passionate about and that others are interested in.

As a ghostwriter, you could blog about the craft of writing orinterviewing, which would be most useful to other writers but could alsopush you higher in Google searches for the keyword “ghostwriter.” Oryou could blog for or about your target market, which might be CEOs,scientists, teachers, celebrities, small business owners, or some other nichethat intrigues you. Consider a blog as one of several ways to connect withpotential ghostwriting clients.

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Facebook

Facebook has become a virtual water cooler for writers who want toconnect with colleagues, prospects, clients, friends, and family. To make

the best use of the platform for finding and attracting ghostwriting work,make sure the bulk of the information you share relates back to yourprofessional work.

You’ll also want to set up a Facebook fan page for your ghostwritingbusiness. A fan page is separate from your personal Facebook page andallows you to dedicate all the information on that page specifically to yourghostwriting work, tips, projects, and helpful information. A Facebookfan page helps underscore your ghostwriting experience.

In your personal profile, use the term “ghostwriter” to describe yourservices. In your status updates, share information about writing projects,

while still adhering to the terms of any non-disclosure agreement (NDA)you may have signed. Pass along useful information you find related toyour specialty or to writing. Link your social networks so that updatesposted in one show up in others. Position yourself as the writer to turn toin your subject area.

LinkedIn

Who you are connected to professionally says a lot about you and yournetwork, especially on LinkedIn. Hiring managers almost routinely visitLinkedIn to check out potential candidates, reviewing their connectionsand skimming recommendations. If your current linkages don’t accuratelyreflect your professional stature or focus, invest time in connecting withpeople you would like to be aligned with.

On LinkedIn, you can also demonstrate your knowledge by answeringquestions in the Answers section, and you can join Groups of like-mindedprofessionals. You can also post news (similar to Facebook updates) of

your professional accomplishments, such as recently-released articles orbooks, for your network to see.

Pinterest

The newest of the social media tools to emerge recently, Pinterest reliesheavily on images for sharing information. Those images – primarily




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photos - can then be “repinned,” or shared, by people you are connectedto on Pinterest. So you’ll want to pin covers of books you’ve written (andany you’ve ghostwritten if you have permission), magazines you’ve written

for, online pieces you’ve crafted, as well as your résumé and bio. Twitter

Creating updates and nuggets of information no more than 140 characterslong will certainly hone your ability to be concise, but despite the need forbrevity, Twitter has evolved into a powerful connector. Using Twitter,you can position yourself as an expert by tweeting and retweetinginformation you believe your target audience will find useful. Do thatconsistently and your name will become synonymous with a thoughtleader in your niche, and keep you top-of-mind for professionalsconsidering handing off some of their writing tasks.

Also make use of the #ghostwriting or #ghostwriter hashtag wheneveryou post or retweet so that Twitter users hunting for a ghostwriter willeasily spot your profile.

In addition to sharing information, invest time regularly in identifyingpeople you want to hear from, or follow. Likewise, if you are followed bysomeone who is relevant to your interests or career, follow them back.

Although Twitter measures prominence in terms of numbers – the

number of people who are following you – quality still trumps quantity interms of generating business. Make sure your tweets are being seen bypotential clients and influencers in your industry and your odds of landingghostwriting work will rise in parallel.

Share Information

Being active on one or more of these sites requires regular sharing ofinformation; they are opportunities to show what you know and positionyourself as an expert in a particular topic. Frequent blog posts about

various aspects of your specialty, timely news reports of interest to othersinterested in the same topic, and opinion sharing or discussions started toextend your fan base will quickly raise your profile within your targetaudience – potential ghostwriting clients.

When potential clients go searching for an expert in their topic area - whether it’s nanotechnology, North Korea, or new ways to clean clothing




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- you want your website and posts to come up at the top of the resultingGoogle search. And if you’re regularly posting articles and information onthe big four in social media, Google will take notice.




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About the Author – Marcia Layton Turner

Marcia Layton Turner is the executive director of the Association ofGhostwriters and a bestselling author and ghostwriter in her ownright. To-date she has authored, co-authored, or ghosted more than 25books for major publishing houses including McGraw-Hill, John

Wiley & Sons, Penguin, and Pearson.

In addition to writing books, Turner’s work has also appeared inmagazines ranging from Bloomberg Businessweek to Entrepreneur , Black

Enterprise , Woman’s Day , Health, Every Day with Rachael Ray, Parenting, and many, many trade journals.

Turner received her MBA from the University of Michigan and herBA from Wellesley College.




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7 surprising sources of ghostwriting income

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