Should you go forward with a ghostwriting project? Here’s how to score it.

A ghostwriting relationship often lasts a year or more. That’s a long time to be stuck in a terrible situation.

Here’s a scorecard for your next potential nonfiction ghostwriting client. You’ll notice that there are more communications criteria than financial ones here, and that’s no coincidence: most ongoing painful ghostwriting problems are communications problems.

Add or subtract points based on these questions, then evaluate your total at the end.

Client quality questions

What kind of a person is this client?

1. Where did this client come from?
   • Vetted by ghostwriting agency: +15.
   • Enthusiastic referral, +10.
   • Typical referral, +5.
   • No referral, “over the transom”: -5.
2. What’s you’re immediate impression on first meeting?
   • Seems smart, genial: +15.
   • Seems smart or genial, but not both: +5.
   • Seems like an ass: -25. (Trust your instincts!)
3. Can you identify with this client (e.g. common experiences)?
   • Yes, strongly: +10.
   • Yes, somewhat: +5.
   • No: -10.
4. Does this client have a visible online presence?
   • Highly visible, +10.
   • Visible, professional, +5.
   • Basic or flawed, 0.
   • Invisible, -5.
5. Does this client have a promotional platform (e.g. Substack, Podcast, Instagram, LinkedIn, email list)?
   • 10,000+ followers: +10.
   • 1,000-10,000 followers, +5.
   • 200-1,000 followers, 0.
   • No platform: -5.

Idea and content quality questions

What do you think of this book idea?

1. What’s your initial take on the author’s idea?
   • Sounds exciting: +20.
   • Sounds interesting: +10.
   • Sounds boring: 0.
   • Client is very confused: -20.
2. What’s the potential size of the audience?
   • Millions: +10.
   • Hundreds of thousands: +5.
   • Specialized content: 0.
   • Client is confused about audience: -10.
   • “Everyone”: -25.
3. What is the state of the source material?
   • Already exists in abundance: +25.
   • Scattered, will require a fair number of interviews to pull together: +10.
   • There is no source material: -20.
4. Can you get access to required interviews, e.g. case studies?
   • Client can easily persuade required folks to agree to interviews: +15.
   • Some will be available, some will be harder to track down: +5.
   • No interviews required: 0.
   • Content depends on hard-to-get interviews: -20.
5. What is the overlap between your expertise and the book topic?
   • Both in same field: +20.
   • You have some familiarity with this content space: +5.
   • No overlap, will require learning everything from scratch: -15.
6. How consistent is the client’s perspective on their content? (Admittedly hard to evaluate)
   • Will remains highly consistent throughout the project: +30.
   • Mostly consistent, but likely to be some shifts for good reason: +20.
   • Shifts around in all directions for random reasons: -40.

Communication questions

How will the client communicate with you?

1. How will you meet with the client?
   • In-person: +15.
   • Occasionally in-person, plus video and phone meetings: +10.
   • Limited video or phone meetings: 0.
   • No meetings, all conducted through an intermediary: -30.
2. How often will you meet with the client?
   • Weekly: +20.
   • Every other week: +15.
   • Monthly: +5.
   • No fixed schedule: -15.
3. How will you communicate between meetings?
   • Client uses email and responds quickly: +20.
   • Client uses email and responds, but it can take days: +5.
   • No email, uses text messages: -10.
   • Random collection of communications modes: email, text messages, voice messages, LinkedIn DMs, WhatsApp, etc.: -15.
   • Communication only through intermediary: -20.
4. How does client respond to draft content?
   • Detailed markup in Word or Google Docs: +20.
   • Handwritten notes, voice notes, or notes in email: -10.
   • No response for weeks: -30.
5. Do drafts converge to a final version? (You’ll have to evaluate this with some test content)
   • Feedback refines to small details over time: +20.
   • Hard to nail down, but does converge to a final version: +10.
   • No resolution in sight: -30.
6. How does client treat you?
   • As a valued partner: +30.
   • As a contractor doing a job: +10.
   • As a “little person” whose time is worth far less than theirs: -40.
   • With disdain and insults: -80.
7. Is the client willing to create some test content, for example outlines and sample chapters, to evaluate your working relationship before both sides commit?
   • Yes: +15.
   • No: -5.
8. Do you get front cover billing?
   • Yes, as coauthor: +30.
   • Yes, as “with” or “and”: +20.
   • No, but listed in the acknowledgments: +5.
   • No, but client allows you to share your participation with others: 0.
   • No, and you cannot reveal your work on the project: -40.
9. Does the client want you to publish lies, inaccurate information, poorly sourced content, or unethical material?
   • No: 0.
   • Yes: -100.

Financial questions

1. Is there a book contract?
   • Traditional publishing contract in place: +20.
   • Hybrid publishing deal in place: +10.
   • No deal yet, but willing to pay to create a proposal: +10.
   • No deal, no plan: -5.
2. How much will you get paid?
   • 5x your usual rate: +50
   • 2x your usual rate: +20
   • Your usual rate: +10
   • A significant discount to your usual rate: -10.
   • “Exposure”: -100.
3. When will you get paid?
   • At least 1/2 up front: +30.
   • At least 1/3 up front, and payment on major milestones: +10.
   • By the hour: -10. (This tends to lead to conflicts.)
   • As a share of advance and royalties: -25. (But adjust based on size of existing or expected contract)
   • (Add +10 for a 10% bonus on advance and royalties on top of other compensation.)
4. Is there a signed contract between you and the client?
   • Yes: +5.
   • No: -50.
5. Are you represented by a ghostwriting agency or agent?
   • Yes: +10.
   • No: 0.

Adding it up

Here’s what your score means:

• 250 or more: This is an excellent project. Dive in!
• 200-245: This is a good, solid project. Get to work.
• 150-195: A project worth working on, but there may be some warning sides. Proceed with caution.
• 100-149: Worth a shot, especially if you are trying to establish yourself. Be aware that you’ll be working extra time without extra compensation.
• 0-99: Likely to blow up on you. Beware.
• <0. Do not proceed. This project is a disaster that will make you miserable.

What did I miss?

I’m not omniscient. How would you change these scores based on your experience? And are there any elements that I’ve left out that ought to be included?