| For most business people who want to write a book, it makes sense at least to consider hiring a professional writer. In the majority of cases, it's wise to actually hire one.
First, writing a book is among the most time-consuming pastimes ever divised by the human mind. Working full time, it takes three to twelve months to write a manuscript to professional standards. That follows a month or two devoted to writing the book proposal. Few consultants, entrepreneurs, or executives have that kind of time.
Second, aside from time, writing professionally takes talent, skill and application. Not many business people, including those who accruately consider themselves to be good writers, can write to trade-book standards. It's a matter of engaging a reader for 60,000 words. Even with their talent and skill, professional writers wrack their brains and rewrite obsessively to "get it right."
Third, the book publishing business is "funny." It is ruled by taste and intuition on the one hand, and, on the other, by truly dismal economics. Yet the urge to get into print is so strong and widespread that agents and editors are swamped in query letters, proposals and manuscripts awaiting decisions. In such a situation it makes sense to give yourself every possible advantage. An experienced ghostwriter will explain the system to you and help you navigate it in ways that reduce your aggravation while improving your book's prospects.
In sum, with a professional writer you will get a much better product in far less time and stand a much better chance of getting published.
What's the Price?
Of course, these good things come at a cost. Having a book proposal and manuscript developed and written can run from $25,000 to $100,000 or more. Therefore, you must carefully consider the purpose of the book, the available resources and the potential payoff. Fortunately, book development fees are at least partly defrayed by the advance and royalties paid by the publisher. But the main payoff usually comes from increased sales or fees generated by using the book as a marketing tool.
There's another cost. You lose some control over the book. This is inevitable once you decide to publish, rather than self-publish. By and large, it's a good thing to relinquish some control. Book developers and writers have their jobs to do, as do editors and designers. In doing their jobs, they dramatically improve the book.
Initially, however, most business people resist ideas intended to make their material more marketable. This is natural. They typically fear that the material is being dumbed down, aimed beyond their target audience or made "too commercial." Usually, these issues can be worked out. Yet this generally means accepting some loss of control, as you must whenever you hire a professional or delegate a task rather than do it yourself.
Once the costs are understood, the key factor in the success or failure of a book project is the writing collaborator you bring on board.
What to Look for in a Ghostwriter
Hiring a ghostwriter resembles any other hiring process. You need the answers to two questions: Can this person do the job? and Will this person do the job?
Some writers who could help an author get a book written are not temperamentally suited to the task. It requires a healthy, controlled ego along with flexibility, perspective and maturity. The writer should genuinely enjoy collaborative projects. Ideally, she should also work on her own books or articles under her own name, or have some other solo outlet for her creative urges.
Some writers who would gladly ghostwrite a business book proposal and manuscript can’t pull it off. Many fine writers have limited knowledge of business. Others fail to appreciate business realities, such as your need to market your company. Still others imagine themselves to be collaborators when in fact they want to write their own book, based on your idea. This sets up a dynamic that can doom the project from the start.
Speaking of doomed projects, a writer must know when material has potential and when it doesn't, when it can be developed and when it should be scrapped. In many instances, the biggest favor a ghostwriter can do for a prospective client is to pronounce the client's idea dead on arrival. An inexperienced writer or one desperate for work may not serve the function of coroner when necessary.
The writer must first write a proposal that lands a book contract. Without a book contract, the issue of writing the book is moot. Few writers (relative to the number out there) can write a book proposal that can help an unknown author land a contract with a recognized publisher. Try to find a writer who has done it.
Always request a sample of the writer’s book proposals and books. Take some time to get a feel for his personality, approach to material, and style of working.
Good Questions
When considering a prospective collaborator, be sure to cover the following points:
- What business background and experience do you bring to this project? What is your educational background?
- What are the strengths and weaknesses of the material I’ve shared with you? Do you believe there’s a trade book in that material? Why? What are your ideas for an approach and a structure for the book?
- How did you get into writing business books? How many have you written? Of those, how many did you write the proposals for?
- How were those proposal sold? Do you have an agent? If so, who is he? Who would sell this proposal? How and when is that person compensated?
- What do you see as the timeframe for writing the proposal? If we get a deal how long would it take to write the book? Given your schedule, what time can you devote to the project?
- Other than a trade book, what publishing options do I have given my business goals in writing the book?
- How do you charge for your services? At what intervals will you bill me for fees and expenses? What expenses would you intend to bill to me? What is my minimum and maximum financial exposure?
- How do you share in the risk and rewards of the proposal and book selling or not selling? What happens to the advance and any royalties paid by the publisher?
- If the book requires additional research, will you undertake it? How much and what kind of research, if any, is included in your fees? What do you charge for conducting research?
- What do you suggest I do to promote the book? Do you play any role in promoting it? If so, how do you charge for that work?
As in any hiring situation, it’s wise to call a couple of references.
If you are on a tight budget, consider working with a writer without a track record in business books. But structure the deal accordingly. On my first book, Big League Business Thinking by Paul Miller with Tom Gorman, Dr. Miller and I agreed to split all payments from the publisher fifty-fifty. I was able to write the proposal "on spec" because I had a full-time job and an intense desire to write books. I also had experience writing lengthy industrial studies. If you work with a newbie, manage your expectations accordingly, but realize that everyone starts somewhere.
Words to Work by
Here are some rules of thumb to help your working relationship with a writer:
- Be open with the prospective writer about your goals in writing the book and about the material, time, and resources you can devote to the project.
- Professional writers rarely steal ideas, but, from the business and literary standpoints, it makes sense to ask the writer to sign a nondisclosure agreement before sharing sensitive material.
- When you reach agreement on tasks, fees, deliverables and cover credit (whether the writer's name will go on the cover) expect to sign a contract with the writer regarding these details. The contract should cover ownership of the writer's work, disposition of the advance and royalties, and nondisclosure and termination provisions.
- Develop a written schedule for supplying material, sitting for interviews, and reviewing drafts of the proposal and chapters of the book. Stick to the schedule and have the writer stick to it. Revise it as necessary.
- Talk with the agent and editor on the project at the outset, but leave managing these relationships mainly to the writer. He should keep you informed, but you should be able to trust him to guard your interests during the publishing process.
- Review any offers generated by the proposal with the agent and writer. Read your book contract carefully and talk it over with the agent and writer. Certain provisions are more negotiable — and more important — than others. For instance, most business book authors benefit from a deep discount on "author's copies" (books purchased by the author from the publisher).
- Understand that the writer will be dealing with numerous "writing problems" that you can and should avoid. These concern structural issues, the use of examples, and the writing itself. However, if you don't like the way a passage sounds, tell the writer why and request a rewrite or edit it yourself.
Collaborating on a business book can be serious fun. Most people with literary sensibilities find it exciting to work with ideas. Moreover, the prospect of publication is a thrill even to seasoned writers. The final product — a published book — always makes the work involved worthwhile.
This article can, of necessity, only highlight the issues that a business person faces in working with a writer on a book. For more information, including steps to take if you wind up with a writer who cannot deliver, see Writing the Breakthrough Business Book.
© copyright 2009, 2003 by Tom Gorman
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