The Ghost Post #2 — Being Nicer to Prospective Authors

By Judy Katz - Sep 28 , 2007

My daughter, Heather, whose advice is always spot on, said my columns should be warmer, more personal. More like a blog. Well, I will try.

But let me tell you, talking to people about the reality of writing books, getting them published, and then putting them to good use does not usually bring out my warm, fuzzy side. True, I have a passion for doing all those things, which is what gets me up and at the computer (usually by 6 a.m. daily). But the level of delusion I have to deal with in my chosen profession is sometimes daunting. Most of it falls into the category of, “Please don’t shoot the messenger.”

For instance, a man came to me a few years ago, when I first began ghostwriting. He had tons of money, and he said he would pay me exceptionally well to ghostwrite his story. “What is it?” I asked. “My life in advertising,” he answered. “No, thanks,” I said. He was astonished. Why in the world would I refuse him? “Because there already is one book literally titled, My Life in Advertising, and hundreds more besides on the very same topic. Nobody, except a handful of close friends and relatives, is going to want to read your tome on the topic.”

As he stood there, taking this information in, I asked, “You say you retired at 55, walking away with millions. What are you doing now for juice?” He looked puzzled. “Juice – adulation,” I explained. “You were a demigod at your ad agency, put on a pedestal, revered by your family, your employees, your clients. What gives you a good sense of yourself now that you’re on level ground?” “Well,” he said, “I missed the Peace Corps, so I volunteered at an inner city high school, and let me tell you, those kids are amazing…” and he’s off, with story after compelling story.

“That’s your book,” I declared. “I can help you write that. Lots of people are likewise at a crossroads, looking for their next big move in life. This could resonate. And the media will love it, too. Let’s call it —— (I grabbed a title out of thin air) “Juice: Reaching a Crossroads and Creating a Second Life.”

He looked at me. “You’re good,” he said. “But I still want to write about my years in advertising and all those big ad campaigns we created. That’s what I want to be remembered for.”

I turned him down because that book had no “juice” for me, and I knew it wouldn’t for most other people, either. Not surprisingly, he never wrote a book.

I tell you this story because, in choosing the book you want to write—whether it is a memoir or a business-related book intended as a marketing tool to help build your brand and grow your business—it’s critical to do your homework and be at least somewhat objective. If the field is already overcrowded, try another topic, or another way in, another angle on your story or topic.

If there were several similar books out there, why would the reader want to buy yours over theirs, or read yours, too? How will what you have to say to the world entertain, enlighten, or inspire them? What are your USPs (Unique Selling Points)?

When I work with prospective authors, I tell them that I work backwards. “Okay, your baby is born. Here it is. I am holding your book. Now, what is this book going to do for you?”

If they say, “Become a bestseller,” I am out the door before they can finish the word. Producing what becomes a bestseller is like winning the lottery, and nobody can guarantee such a fluke. All any ghostwriter or book collaborator can guarantee is that we will help you find your ideal inner book, your best topic, and then help you tell your story in the best way possible. Beyond that, there are no guarantees.

So, please don’t shoot the messenger. Yup, I could definitely be nicer, as Heather would want me to be. I just wish people would be more objective when it comes to the book they should write. But if they were, then, come to think of it, they might not need what I have to offer! So, here’s what I’ll leave you with till my next post…

Your spouse, best friend, or second cousin tells you that the story of your life as an advertising mogul (or whatever) would definitely become a bestseller. But if you want the unvarnished truth, ask someone who really knows what they’re talking about. And be prepared for Reality 101. If you really, really want to be an author, write the book that you have to dig deeper for. That’s your real book, and it’s inside you right now!

For now, à la that last scene in “The Sopranos,” let’s———

. . . fade to black . . . .
___________________________________________________
Comments or questions: Judy can be reached at Jkatzcreative@aol.com