As a ghostwriter, you want steady work with clients who are the perfect fit. But with scattered platforms and shifting algorithms, getting found feels more and more like pure luck. At a recent Gotham Ghostwriters panel moderated by Kevin Anderson, CEO of Kevin Anderson & Associates, three successful ghostwriters—Becca Grischow, founder of Beegriz Writes; Jeff Raderstrong, founder of Writestrong LLC; and Marcia Layton Turner, founder and executive director of Association of Ghostwriters—shared proven practical strategies for building a sustainable ghostwriting career.
The Many Routes to “What Works.” Layton Turner described her intentional marketing shift from traditional media guides to business books as “more of an evolution” than a pivot. Raderstrong found his way to a sustainable mix of thought leadership coaching and ghostwriting through experimentation, returning to targeted networking after broad outreach. His takeaway: “The spray-and-pray approach wasn’t for me.” For Grischow, the “aha” arrived when as an author and content creator, she found she was uniquely positioned to serve creators like herself: “Who could understand content creators better than me?” They had different paths to the same destination, led by clarity about who they serve and how to reach them.
Build Steady Client Streams. These panelists’ “right client” pipelines don’t spring from one channel, but they do have a common source: They’re built on what each ghostwriter already has going for them. Layton Turner’s steady flow still comes from longstanding relationships to publishers, agencies, and referrals. Grischow found her rhythm on TikTok, where her 125,000 followers engage with her videos breaking down books as strategic assets. She educates her audience, telling them, “Writing a book sets you apart—it’s authority building and product diversification.” Raderstrong went deeper instead of wider: Connecting with people he already knows, posting thoughtful content, and asking directly for introductions.
Get Niche—And Get Your Marketing Do the Sorting. All three panelists urged ghostwriters to choose a lane—and let their marketing make that lane clear. Grischow focuses on creating content and website language that speaks to the ideal client, “even if it means losing the work that’s not for you or the work you’re not the best at.” Raderstrong agreed, noting that saying no to misaligned projects frees up space for higher-value collaborations. For all the panelists, specificity does double duty: It draws in the right clients and naturally screens out the wrong ones.
Qualify Early (They’re Vetting You Too). Prospects may find you anywhere, but your website and LinkedIn profile determine whether they trust you enough to reach out. “If potential clients look you up and find nothing—or outdated information—that’s a red flag,” Anderson said. Turner rarely takes calls unless she already knows the basics align: “They have the budget, they understand what it takes, and the topic interests me.” Anderson recommends upfront pricing as a filter, while Grischow uses a clear pricing menu so prospects arrive on the call informed and ready.
Close by Connecting, Not Convincing. Closing, the panelists agreed, is less a performance than a conversation. Anderson recommended letting the client do most of the talking. “Find out what they want, their pain points, their two-year goals. Use their exact words back to them.” Grischow described helping clients understand the long-term strategic value of the book that they already imagine. Raderstrong looks for what drives the project: “Understanding why they want it and how we can get there—that’s what closes deals.” Layton Turner offered one simple closing tool: Restate your enthusiasm and ask when they expect to decide. It builds momentum toward a yes. And if a no is related to the budget? Offer more than one way in. There are multiple entry points that can lead to a longer-term relationship and expand a network, like book coaching, book doctoring, and content strategy partnerships.
The most successful ghostwriters learn to make their own “good luck.” They aren’t everywhere—they’re intentional. They own their lane, qualify early to protect their time, and close by listening more than talking. Their shared advice is simpler than you think: Experiment, pay attention to what actually works, and then build your system around that.
