Member Spotlight: Gene Shannon

How did you land your first book ghostwriting project?

Many years ago, I was a member of the Editors Association of Canada, which ran a jobs hotline to connect members of the public with experienced editors. A query came in from someone looking for help with their memoir. The person was an advanced karate teacher and I was a very inexperienced practitioner of a completely different martial art—it was enough of a connection that he trusted me to take on his project. He was starting from scratch but had a great story and a willingness to see the project through. We completed it over several years, as I traveled to his dojo once a month to interview him. After that I had the bug.

What has been your secret to building a steady stream of ghostwriting clients?

I’ve only come back to ghostwriting in the last couple of years, so I’d say I’m still working on the secret. But my recent books have come from a wide range of sources—one was someone who approached my wife (also a writer) through her professional network, another was a referral from someone I met at the Gathering of the Ghosts conference in January, and another was a job lead shared by the Association of Ghostwriters (these professional associations still pay off).

While I used to be a full-time book editor, I’m also returning to publishing after a decade-long detour into working for Big Tech. When I speak to people from that world, being able to speak their language and the language of publishing is a big advantage. In other words, connecting with people who you share an experience with, and acting as their guide to the publishing world, is very compelling.

What do you wish clients understood about the ghostwriting process?

I don’t expect them to understand anything about it when they begin—it’s my job to educate them. But obviously most people underestimate how long it takes for someone to write a book with them and, because of that, the size of the financial commitment.

Beyond that, I think clients are surprised at how fulfilling the process can be. Creating a book is a big emotional investment, and having a collaborator who cares about the project as much as they do can be incredibly meaningful. Often people have not shared their stories or ideas in detail with even their close friends and family. It’s really rewarding for clients to talk to someone who can get in the weeds with them, brainstorm and work with them to bring the book to its full potential. Taking a fragile idea—that for years may have only lived in their head—and making it strong enough to thrive in the real world is often the culmination of a dream.

How would you describe your favorite type of project and client?

I mostly work on business books (someone has a great idea) and memoirs (someone has a great story). But I’m easily hooked on a strong idea if the client is looking for a partner and has realistic expectations. I used to work as a travel editor and I have a deep love of the outdoors and several sports, so a book in any of those areas would be a lot of fun. Policy books and explainers are also on my bucket list.

My favorite clients are the ones I can learn from—coaches or any kind of expert. Learning about new subjects from an expert is one of the best perks of being a ghostwriter. That said, I’m a sucker for a good story, so I’m always happy to work with someone who’s enthusiastic about sharing theirs.

What are the best parts of this career?

Like I mentioned, learning on the job and collaborating with a deeply invested partner are both very satisfying. All the favorite moments in my career (whether while ghostwriting or not) have come from working closely with someone towards an exciting goal.

I also love the lifestyle. Spending hours a day deeply immersed in writing is a real privilege and I get a lot of energy and enjoyment from that focused time where the rest of the world quiets down for a while. Having spent many years in the corporate world, I’m grateful for the chance to focus on one thing and do it well.

How can people reach you?

Check out my website (apid.ca) or drop me a note at gene@apid.ca