Like many of my colleagues, I became a ghostwriter out of happenstance rather than strategy or intention.

When my agent asked if I wanted to help an author write a book that was overdue to a major publisher, I jumped at the opportunity. I also admitted to her that I had never written a book for someone else. Fortunately, she was willing to walk me through it and expressed confidence in me.

The project was a success, the publisher was thrilled, and I discovered that I loved partnering with experts to help write their books.

Once the book was completed, I learned that what I had done was called “ghostwriting.” I wanted more of those types of projects.

By that point I had published close to 20 of my own and was running out of topics I could confidently write about based on my personal experiences to that point. Being able to work alongside an expert and learn from them while being paid to write sounded like heaven.

My ghostwriting career was sparked with that first project, which led to other traditional books, followed by referrals, then hybrid books, leads provided by fellow writers, and so on. But if I were starting out today, knowing that ghostwriting was a profession, I would approach the task of establishing myself in the industry very differently.

Here’s what I would do if I were you and just starting out:

Set Up Your Business

Before you begin actively marketing yourself as a ghostwriter, position yourself as a professional. So as not to come across as a newbie without experience, use marketing tools at your disposal to spotlight your skills and accomplishments.

That means having a professional website designed that highlights your successes to date.

Have headshots taken that present you as the put-together pro you are.

Get a business phone line or cell phone.

Join professional groups and platforms where you can meet other people like you (cough, like the Association of Ghostwriters), as well as groups that can get you in front of agents and other potential sources of work. The American Society of Journalists and Authors (ASJA) propelled my writing career forward, and The Editorial Freelancers Association (EFA) has recently served up several great short-form ghostwriting clients. Both are well worth the price of admission.

For other ideas regarding marketing basics, check in with your local Small Business Development Center (SBDC) for support.

Tap into Publishing Networks

I got my start in the traditional publishing world thanks to my literary agent and the many editors I had worked with on my own books. I leveraged that network and let them all know I was very interested in any ghostwriting work they might have for me.

That initial outreach led to a steady stream of projects for the next few years, although I also started to get referrals from clients. I also began partnering with hybrid publishers to support their clients.

Over time, the percentage of books I ghostwrote for traditional publishers declined to near zero, and the work I did with hybrid and independent presses rose dramatically.

The second thing I would do if I were starting out today is to introduce myself to every hybrid and independent press I could find. They are now responsible for the majority of nonfiction titles published. That’s where much of the work is originating.

Get to know the project managers and people who are tasked with pairing clients with ghostwriters.

Connect with Ghostwriting Agencies

The big ghostwriting agencies of today – Kevin Anderson & Associates (KAA) and Gotham Ghostwriters – were just getting started around 15 years ago. They exist to help clients publish books, whether through traditional presses or hybrid. KAA appears to be differentiating itself through traditional deals while Gotham is becoming a major player in hybrid deals.

Both agencies have databases of ghostwriters that they turn to when a client is in need of support.

To ensure you’re hearing about all the projects coming through those firms – and we’re talking hundreds each year – the third thing I would do is ask to be added to their email lists. Get on their radar. Introduce yourself.

I’ve easily earned six figures in just the last few years through these agencies.

Raise Your Visibility

Social media was not yet a thing, an outlet, when I was starting out, but today, you need to be active on at least one social media platform to be discovered by clients and sources of referral.

The fourth thing I would do if I were just starting out as a ghostwriter today would be to pursue any and all media and social media mentions.

I’d go for backlinks to my new website through earned media (a.k.a. publicity) so that my name would start to be visible to potential clients conducting Google searches for “book ghostwriters.” Registering at platforms like Source of Sources, Qwoted, and Help a B2B Writer is free and will send you publicity leads every weekday.

I’d start regularly posting on my social media platform of choice, to attract eyeballs and raise awareness about what I do as a ghostwriter.

I’d look for public speaking opportunities, both online and off. Frequently civic organizations are looking for free speakers, as is your local library. When you speak, you are the expert, which is exactly how you want to be perceived.

Join Online Communities

To get in front of your target clientele, whoever they are, find out where they spend their time online.

Are they on LinkedIn, Facebook, TikTok, Instagram, Pinterest, or somewhere else? Figure that out.

Then join the groups that they are in. Follow the people they follow. Get to know them.

Facebook groups are among the most active free communities right now, so explore whether there are groups for your clients, whether they are attorneys, doctors, accountants, actors, athletes, dog lovers, cat lovers, run a rescue, or something else. It’s very likely there is a group that already exists to serve your potential clients.

Engage with other group members so that they start to view you as a helpful, knowledgeable person. Claim the ghostwriter moniker so that everyone knows what you do.

And if you can’t find a community to join, create your own and invite everyone you know to become part of it.

Skip the Ads

I know at least a few ghostwriters who have figured out how to craft online ads that generate leads. Sadly, I am not one of those people.

I’ve also heard from other business owners that ads placed on Google and Facebook are a crap shoot. Meaning that if you can figure out what to say to catch attention, it’s possible advertising will pay off.

However, unless you have previous experience with online advertisements and know how to generate a positive return on investment (ROI) from buying ads, I would not spend my money that way.

With increasing competition among ghostwriters, as more writers enter the fold in search of more lucrative opportunities, it’s becoming more important to differentiate yourself. It’s also less likely that sitting back and waiting for projects to fall in your lap will work as a business development strategy.

Become proactive and start pursuing the types of ghostwriting clients you most want to work with. That’s how I would approach ghostwriting as an occupation if I were just starting out today.