Demystifying the Ghostwriting Process | Siren Publications

When Steve Jobs rejoined Apple in 1997, the company was struggling to stay afloat. He already had a reputation for being difficult with scant management experience. One of his first orders of business was laying off 31 percent of workers. The company had losses of up to $600 million every quarter.

The company lacked credibility and popularity in the rapidly changing landscape of technology. Under Jobs’s guidance and leadership, however, Apple quickly made a name for itself as one of the most innovative companies around.

Whether it was by introducing bold new products like the iPhone and iPad or overhauling existing offerings like iTunes to make them more user-friendly, Jobs constantly pushed boundaries and expanded the realm of what was possible with modern technology. In this way, he added greatly to Apple’s credibility and paved the way for its success in today’s digital age.

A move that proved pivotal for Apple was Jobs authorizing a self-titled biography written by Walter Isaacson, a former CNN and Time magazine executive, in 2001.

By using stories from this book to market itself and its products, Apple was able to demonstrate its commitment to quality design and innovation at every level. Through this newfound credibility and trust among consumers, Apple went on to become one of the most dominant companies in tech.

Although many doubted Jobs’s ability to lead Apple through its early struggles, it is clear that this book helped secure the company’s place as one of history’s greatest business turnarounds.

Share your vision
People understood the tech visionary behind Apple because his authorized biography humanized the brand. Jobs was selling his expertise, but it raised the demand for Apple products and built a community around his expertise

Buying Apple products became a symbol of understanding the man/vision behind the brand.

The next great business book is waiting to be written. Your book could change your business, your industry and even the world.

Understanding the ghostwriting process from start to finish
Your book is an investment in your reputation. A ghostwriter can help keep your focus on what you already do best: keeping your business running. Keep in mind that you need to have a plan for what you want the book to be about and how you want it to sound. A ghostwriter can also help keep your community engaged with fresh content while they work on making your book a reality. This is important because publishers will look at how popular you already are when they decide if they want to publish your book.

Mastery versus expertise
Mastery and expertise are two concepts that are often used interchangeably, but they actually mean quite different things. Mastery is a state of being in which one has a complete and total understanding of a given topic or skill, whereas expertise is the highly refined understanding of a particular field that comes from years of experience.

Mastery requires extensive knowledge and practice, as well as an ability to apply that knowledge to difficult and unfamiliar situations. Expertise relies on skill, intuition, and a deep familiarity with the subject matter at hand.

How to create an ecosystem
After you figure out what you consider yourself an expert in, consider what your unique selling point is and how it fits into the world. This will help you create an ecosystem.

A book is your intellectual property and it is the most important component in the ecosystem you have built. Think of publishing a book as the grand opening of an ice cream shop. After people come to your shop initially, you need to have ice cream in various flavors to keep people happy. This can include articles and podcasts. 

Amplify your ideas
A book amplifies your ideas and opens the door to speaking engagements, consulting and being a standalone expert. Keep in mind that the book is not the product. The anchor of your branding is your expertise, reputation and authority. 

Realize it is not a numbers game
Despite what you may have heard, getting published is not a numbers game. Publishers and agents look for actual engagement when it comes to communities. You can have a million followers and only 20 comments on any given post. Publishers want to see numbers that prove you are connecting and expressing mastery to your community. 

Understand your community
What are these communities? Well, they should be immediate and direct. When it comes to creating engaging content, few things are more important than building a community around that content.

For business experts, this requires fostering an online environment where readers can engage with the ideas shared in the content. This may be done through social media platforms, online forums and discussion groups, or email newsletters.

These communities can also provide valuable feedback and input for future content ideas. By intentionally fostering a robust community around the work, business experts can build a platform for generating new readers and gaining valuable insights into what the audience finds most compelling.

Build a community around content to grow brands and reach millions of readers on the web.

Define what ghostwriting is to you
Ghostwriting is an umbrella term. The process is really a collaborative writing relationship. You may be the owner of the framework and context while the ghost is writing every word.

You may have an outline ready to go or have a few chapters jotted down. In this case, you will want a developmental editor who can make your words compelling. 

Start by asking yourself what your specific needs are. Do you need a writing partner or an editor? How do you define good chemistry with either person?

Writing a book is a major commitment. Compatibility is important when choosing your ghost.You will be collaborating and need to have a connection. Working styles should also match. You may want to write every other chapter or just provide a blueprint. There is no right answer to who you should work with on your book or how. 

Being clear on expectations, including division of labor, avoids potential misunderstandings. A ghost has to understand how involved you plan to be and click with you. These two factors should be considered non-negotiables when selecting a writing partner. 

Forget guilt or shame
Own the fact that you will be an actual author even if your partner has done all the writing. This is your intellectual property, not theirs. 

Own how the process goes and the finished product. When you are running a business, no one expects writing to be part of your skill set. Your role is to master your subject matter, communicate ideas and engage with your communities. 

An author does not have to be a writer, so ask for help and get a writing partner. Your company has teams for areas you do not have mastery in. It is the same with writing. Your vision and name are an expression of you. Remove any shame or guilt from hiring a ghostwriter and invest in your reputation. 

Jump into publishing
There is so much mystery around book publishing and an unnecessary stigma around self-publishing. Before deciding on traditional or self-publishing, consider the type of experience you want and the team you want to work with.

When it comes to self-publishing vs. traditional publishing, there are pros and cons on both sides. For example, if you decide to self-publish your work, you have full control over every aspect of the process, from choosing a cover design to tweaking the wording in your manuscript.

This flexibility can be great if you want complete creative control. However, self-publishing can also be expensive and time-consuming, because it involves tasks like website creation and marketing efforts. You may encounter quite a few learning curves that can lead you down a few rabbit holes.

On the other hand, traditional publishing allows authors to focus solely on writing their stories while an experienced publisher handles all of the logistics associated with getting a book into stores and online retailers.

An author must typically give up some editorial control in exchange for assistance with things like distribution and promotion. Ultimately, whether you choose self-publishing or traditional publishing depends on your own preferences and priorities as a writer. Whichever path you choose, just remember that there is no right answer; each route has its own unique set of benefits and challenges.

Find an agent
Finding an agent can be challenging. You can go on websites like to explore your options. Check out a publisher’s website before pitching. You can tell a lot about a publisher and their team’s experience by their website and the books they publish .

Consider your rights
Traditional publishing has a licensing model. The rights to your book do not belong to you. Giving away your intellectual rights should only be done after much consideration. 

You can have a team with years of experience and the perceived clout of a traditionally published book in exchange for your rights. 

Self-publishing allows you to retain all rights. However, this type of publishing can make you feel alone without a traditional team to support you. Self-publishing is more casual. 

There is a legacy bias with traditional publishing. However, traditional publishing can be slow. It can also be hard to find an agent, costing you time and money. You can always get a self-publishing coach to get you on track.

Breathe new life into your business
Long-term brand equity is the value and strength a brand develops over time. The value is based on factors like consumer trust, awareness, and loyalty, all of which are earned through strategic marketing efforts and strong branding.

One common way to build brand equity over time is by producing high-quality content that aligns with your brand’s mission and values. One particularly effective type of content for this purpose is a ghostwritten book. By paying an experienced author to write a book for you, you can gain the credibility and expertise necessary to establish yourself as an authority in your field.

Because your name appears on the cover of the book as the “author,” you will benefit from all of the positive associations and goodwill consumers tend to have toward authors.

By hiring a professional ghostwriter to create professionally written content for your business, you can build long-term brand equity that will position you as an industry leader for years to come.


  • Selling your company’s expertise is more powerful than selling a product or service 
  • Providing thought leadership can shape your industry
  • Having a community and archive makes it easier to get a traditional publishing deal
  • Humanizing your brand can make you a visionary
  • Boosting your profile with a book can give you the right kind of clout while you run your business effortlessly 
  • Maintaining long-term brand equity is everything

Work with me

Do you want to write a book but don’t know where to start? My name is Maureen Castellon and I’m a professional ghostwriter. I can help you write your business book while you run your business. Not only will a book help build your brand, it will also give you the credibility and authority that comes with being an author.

You’ll be able to share your knowledge and expertise with the world, and readers will learn from your experience and insights. 

Click here to schedule a time to chat with me about your business book goals. 

A book is a milestone to build your branding around. I’ve had a 15-year career as an adjunct business writing professor and grammar teacher. I understand how adults learn and what connects to their professional lives. Right after I left the classroom, I started ghostwriting business books and copywriting for agencies, start-ups and corporations. 

Here are just a few of my record-breaking results:

I have ghostwritten more than 35 business books and was the executive voice of Sherry Chris, president and CMO of Realogy, for the Distinctive Collection magazine, social media and press releases.

The copy I generated for MONAT Gear via pop creative helped sell $415,000 in just one hour.

An abandoned cart email campaign I wrote for Hello Mobile had a record-breaking signup rate of 77 percent.

An article I wrote for Horus Straps via Absolute Web on the holy trinity of watches ranked no. 1 on Google’s search page (out of 10,500,000 results).

I help busy execs  like you communicate genuinely and connect authentically to build communities. 

Leading is a full-time job. Creating content shouldn’t be for execs. I can create your business ebooks, LinkedIn content and social posts.






📚Writer of more than 35 business books

📈Record-breaking copywriter

📄SERP-topping SEO specialist

🏆 Award-winning journalist

🖊️ B2B editor

🧜🏻‍♀️Founder of Siren Publications

🦩305 native

Let’s collaborate on your book! ​

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You have something valuable to share with the world.

What you know can make a difference in your industry–and beyond. That’s why I’m here to help you get your message out there through thought-provoking content that buildsto build communities. 

I want to help you shape the conversation in your industry so you can be considered a visionary. nerBy making me your collaborative writing partner, you can maintain long-term brand equity effortlessly while running your business effortlessly. And when it comes time to boost your profile, what better way is there than with a published book?

Contact me: to learn more about how Siren Publications can help you share your expertise with the world!

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