18 Essential Questions Every Ghostwriter Must Ask Their Clients

If there’s one lesson that every ghostwriter should learn early, it is that the quality of your questions determines the quality of your writing.

The major mistake new ghostwriters make is that they jump directly into the writing part just after a quick chat with their clients. The main reason for the issues between the ghostwriters and their author client is that the ghostwriters ignore the red flags in the initial conversations.

Sometimes these red flags are minor, but at other times, the red flags are major when the clients become more demanding and start violating the boundaries of the ghostwriter.

The truth is that a successful ghostwriting project starts with the right initial conversation with the clients. These questions turn confusion into clarity and clients into long-term partners.

Moreover, such conversations help you understand your client’s goals, their voice, their expectations  and also their vision for the project.

If you are writing a business book, blog post, article, or memoir, the key tip is to ask detailed questions of the client, as it will save you from revisions and miscommunication.

Let’s dive into the top questions every ghostwriter should ask their client

18 Questions to ask your client

1. What is the purpose of this project?

You must know why the project exists, are you trying to educate, sell, inspire, or entertain? What does the client expect once the book is published?. For example, a business book may aim to build brand authority, and a blog post might drive traffic and turn readers into customers. 

Understanding the core purpose and the motivation behind the project shapes everything from the structure, pacing, tone, etc.

Moreover, besides asking them about the purpose of the project, you should also know what a successful book means to them. For example, are they expecting the book to be the best seller or a big advance from a traditional publisher, etc?

Also, you should make your clients aware of the idea that you’ll work hard for this project, but you have no control over the outcomes.

Follow-up questions:

1. What do you want readers to feel or do after reading?

2. Is your book a part of a bigger content strategy?

When you are aware of the purpose of the book, you write with that intention.

2. What is the book about?

Asking questions about the project details will help you know whether you are suitable to take up this project.

For example, you might be specialized in writing blog posts, but the client is expecting you to write a business book, so it might not be suitable for you. You do not want to spend hours and hours on a project you are not interested in.

Ask your client:

1. What inspired this project?

2. What is the main message?

Such questions will help you understand the depth that will help you craft an unforgettable project from a random draft.

3. Who is the target audience?

Every project speaks to someone, but not to everyone. However, if the client tells you that their target audience is everyone, then you should know that they haven't researched much for the titles.

Moreover knowing about the target audience will help you decide whether you would be interested in the project or not. For example, if the project is for kids and the other project is for moms, both will have different tone and focus.Moreover, you have to keep your project relevant to a particular group.

Ask your client:

1. Who are you writing for: professionals, students, parents, etc?

2. What kind of language or tone do they connect with?

Once you are aware of who you are writing for? Your words become natural, and your content reaches exactly where it should.

4. What is your description of an ideal ghostwriter?

Many clients are not aware enough of the ghostwriting process to know what features they want their ghostwriter to have. 

For example, if the potential client describes that they are looking for a book ghostwriting service that has written bestsellers, has worked with celebrities, and has years of more than 20 years and these features don't match with you, then you can inform them about your strengths and what you bring to the table. 

For example, if they have a project related to a specific genre and you have the expertise of that genre, then you need to explain to them that the person with experience in that genre is more relevant than someone who has written a bestseller.

5. Have you done any research for the project?

If your potential clients have gathered much information through research for the project, then they are doing well as clients. However, if they don’t have the groundwork even, that means first you will have to research a lot before starting to write.

6. What is your desired voice and tone?

Ghostwriting is not just about writing, but writing like someone else. You have to include the client’s voice in the project as it's the core of the project. Therefore, one of your tasks is to understand and learn about your client's natural tone.

Ask your client:

1. Do you have existing content that i can study?

2. How do you want to sound: formal, friendly, emotional, or objective?

3. Are there any writers whose tone you admire?

4. What words do you frequently use or want to avoid?

Basically, you have to blend your writing with their voice and personality.

7. What is the deadline, and is it flexible?

When the potential clients tell you about the date when they want the book in their hands,and that timeline doesn’t suit you, then you have to tell them right at the moment. 

However, if the client doesn’ t know how much time can be taken to write and publish the book, you can educate them beforehand, specifically, like time for each step i.e. writing, editing, proofreading, and publishing. Also, never assume that the timeline is flexible; always confirm it.

Ask your client:

1. When is your ideal completion date?

2. Are there specific milestones?

3. Are these dates flexible?

4. What happens if I'm unable to meet the deadline?

You can manage your time effectively and deliver the project professionally, once you are aware of the deadlines.

8. What is your publishing plan?

This is important to know whether the author wants to self-publish it or wants to publish it traditionally.Moreover, suppose the client isn’t aware of the publishing options. In that case, you can educate him/her and also inform them about the pros and cons of each publishing process. 

The traditional publishers do not accept first-time authors if a literary agent does not represent them. However, even if they accept your book, still you will have to wait 2-3 years for its publishing. Moreover, self-publishing is a good option if you want to publish your book as soon as you complete it.

9. What is your budget and payment schedule?

The conversations about money are important, so you don't have to face any surprises later. If the client is not aware of the budget, then you should inform them about your fees. At this stage, don't decide the final payment but ask them about your fees and see whether they are willing to pay it.

You can tell them about your standard fee for a typical-length book. If you charge 80,000 dollars but the client can only pay 40,000 dollars, it means you cannot reach a middle ground for both of you. Therefore, you should ask about the money before and save lots of time.

Ask your client:

1. What is your budget range for this project?

2. Do you prefer a flat rate, an hourly rate, or milestone payments?

3. How will payments be made?

4. Do you offer deposits before starting?

Understanding about the payment will ensure smooth workflow,

10. Is it your first time working with a ghostwriter?

It may be possible that the client may have worked with a ghostwriter for blogs or articles, but it is the first time working with a book ghostwriter. So, basically, you ask why the client didn't hire the previous ghostwriter this time. 

By doing this, you will know what went wrong before, and this will also predict your own experience with this client. Moreover, taking note of what went wrong before will help you not repeat the same mistakes again.

11. Do you have any reference material or preferred sources?

Ghostwriting is based on research, and the client might have the preferred materials they trust. These materials can include their past writing, preferred books, etc.

Ask your client:

1. Do you have existing outlines or drafts for my review?

2. Are there specific books and websites you want referenced?

3. Are there any writers you don't want me to reference?

This will help you to include only those sources that are preferred by the client.

12. Who will review and approve the drafts?

In some cases, the client is not only the decision maker. They might have a co-author or an editor who will review your draft.

Ask your client:

1. Who will provide feedback and final approval?

2. How many people will provide feedback on my draft?

13. How involved do you want to be in the process?

Some clients are involved in the process from start to finish, asking for regular updates. However, some clients only wait for the final draft, skipping the overall process. 

Ask your client?

1. Do you want regular updates or just the final draft?

2. After I complete a section, will you review it?

3. How often should we schedule checkins and calls?

This sets the overall working relationship.

14. How would you like to communicate?

This is also one of the important questions to ask. If your client likes to call for communication, but you are a text person, then this might not be suitable.

Moreover, if they don't share their preferred way of communication then you can share yours and notice how they react.

15. Who owns final rights to the work?

The ownership gets tricky in ghostwriting .Some clients believe that they are full owners of the book while some think they can share the credit. Clear all these things before beginning the project.

Ask your client:

1. Will you retain full ownership and authorship?

2. Is there any chance of credit or acknowledgment?

Discussing beforehand will protect your reputation and your client’s privacy.

16. Do you have a preferred structure or outline?

Some clients have an outline in their mind, and in some cases, you might have to create an outline.

Ask your client?

1. Do you have an outline, or would you like me to develop one?

2. Are there specific chapters you want to include?

Discussing the outline reduces the revisions later and ensures that both of you have the same finall product in your mind.

17. What are your biggest concerns about working with a ghostwriter?

This is a question that builds a relationship between the client and the ghostwriter. However, you can build the trust of your client by suggesting that you are a good fit for the project and that he/she doesn't have to be anxious at all.

Ask your client:

1. What is your biggest stress about working with a ghost writer?

2. Have you worked with one before?

3. Is there anything you are nervous about sharing?

Questions like these can create a collaborative environment.

18. Do you have any examples of the books you’d like to emulate?

Sometimes it is better to see with eyes than just to be informed. Asking for examples from clients will help you know the expectations of the clients.

Ask your client:

1. Do you have writing samples you admire?

2. What do you like about them-tone or clarity?

3. Are there any styles you dislike?

Final thoughts

Excellent ghostwriting doesn’t start with writing but with asking the right questions to the client.

Moreover, when you invest time to understand your client’s purpose, audience, emotions, and expectations, you build more than a project; you build a partnership. 

So, before you say yes to  a ghostwriting project, ask and ask until you are clear about the details of the project.