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THE VOICE BEHIND THE “EXPERTS”
by Cynthia MacGregor
Have you noticed—people look at you differently when you’ve
had a book published. Suddenly you’re “Somebody.” That’s true
not only of authors but also of people in other walks of life:
lawyer, dog trainer, home handyman, accountant, clothing
designer, entrepreneur. With a published book to her or his
credit, he/she gets more respect, more attention…and more
clients.
What has this got to do with you, an author? Very simple!
Most of these professionals, trades people, and business people
who could benefit from publishing a book know their craft or
business but aren’t much good at writing.
If they tried to write a book on their particular field, the
result would be so clumsily written that they likely couldn’t
get an editor to accept it. Even if they succeeded…or went the
self-publishing route…if the writing is clunky, they won’t
impress many readers/potential clients.
That’s why they need you!
Unless you have one really big credit, or a profusion of smaller
ones, it’s unlikely that you can contract with a top-tier name—
someone who’s already semi-famous. But that still leaves plenty
of little fish, many of them right in your own area.
The project may be a full-length book or just a small booklet.
You may be able to bill your client for several thousand dollars
or only several hundred.
Imagine if local jeweler Daniel Q. Jones has a book published
(or self-published) on estate jewelry as an investment, or how
to know if you can trust your jeweler, or how diamonds are graded.
Suddenly it’s “Oh—are you the Daniel Q. Jones who wrote that book?”
Suddenly he’s an expert. His credibility soars…and his client
base with it. Your job is to persuade Daniel that he needs to
write a book…and he needs you to ghost it for him.
What’s your approach?
I like the grabber line “How to Be the ‘Expert’ People Want to
Do Business With.” That can be used in an ad in the business
section of your local paper or on a flyer you send out to
selected targets in your area. It can be the title of a speech
you deliver. (Even if you don’t earn a speaking fee, the real
payoff comes when people approach you to ghostwrite books or
booklets for them.)
Key within your own promotional materials is the promise of
confidentiality: No one will ever learn from your lips that
you and not Jones penned his book. It also helps if you can
offer information on reliable, reasonable self-publishing—
probably not with one of the better-known names in the industry.
While Jones’s discussion of jewelry might be of national interest,
you know as a writer how difficult it is to get the nod from an
editor. Your client may be better off going the self-published
route. Too, he is probably not aspiring to the New York Times
best-seller list. National acclaim can occur but is unlikely. A
more realistic target is local distribution of his book, thus
attracting new clientele from the area. If you can guide your
client through the self-pub process, or at least point him in
the right direction, it may help him decide to utilize your
services.
Does it bother you to think you’ll be writing a book yet not
seeing your name after the word “by”? Remember, your name will
follow the words, “Pay to the order of.” That’s what counts the
most.
BIO
Cynthia MacGregor is the author of 54 conventionally published
books, over 50 e-books, and an assortment of ghostwritten books.
A full-time freelance writer/editor, she is also the site owner
of www.TheSoloParent.com and is
the host and producer of Solo
Parenting, seen weekly over WHDT (TV) in South Florida. Her
website is www.cynthiamacgregor.com
. Write to her at
Cynthia@cynthiamacgregor.com.
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