Case study: Ghostwriting a best-selling book

A book is more than just a couple hundred pages that you might sell for twenty bucks on Amazon. Writing a book SHOULD BE on your list of things to do to grow your business. It’s a document that helps to position you as an expert in your field. It has the potential to provide ongoing income for you — just sweat through the hard work of writing it once and then you’ll earn ongoing income from it for as long as you sell it. A book is also a marketing tool; it constantly promotes you even when you’re sleeping. Books open doors — to new business opportunities, new marketing opportunities, speaking engagements, clients, and more.

As a former ghostwriter (I really don’t do ghostwriting at all anymore) I had the privilege of working with a few clients on their books. They’d tell me what they wanted to write about, I’d put together a table of contents and a project plan (to keep the project moving forward because it’s SO easy to let your book falter) and then I’d write the content for them. Unlike some ghostwriters who write almost all the content exclusively, I tried to adopt a more collaborative approach with my clients because I felt that it better captured their brand and “voice”, and it ensured that I didn’t too long on a rabbit-trail digression that wasn’t helping the client.

Some books I wrote for some clients turned out okay. We were both happy with the end result but the books didn’t deliver all that was hoped. But for one client, with whom I wrote nearly half a dozen books, they all became Amazon best-sellers, achieving #1 seller status in different Amazon categories.

So what was the difference between some of my clients whose books were okay and my one client whose books all became best-sellers?

Here are a few things that helped my best-selling-book client do so well:

  • We wrote good-sized print books (250+ pages) of high quality, high value information
  • We created a website to help promote the book
  • We cross-sold the book on my client’s other channels (his site plus in the backs of other books)
  • We wrote sales letters and autoresponders to help generate sales

These all helped; they all played a part… and I would love to point entirely to myself as the most significant reason that these books did so well. However, what really made a huge difference was that my client had a HUGE audience with whom he had nurtured a very deep and trusting relationship.

Whenever we wrote something, he put it on Amazon and his readers would rush out and buy it. (That might sound bad but don’t worry, I made sure we wrote GREAT content!).

Although I played a part, it was really my client’s relationship with his list that made all the difference, turning a great product into an in-demand product.

So what should you do if you’re a business owner who aspires to write a book and use it as a tool for your business? I think your first priority should be to build an audience and nurture a relationship with them.