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We wanted to get to know Claudia Suzanne (NAIWE’s Ghostwriting Expert) better, so last month we sat down with her. Here is what she shared with us.

What is a certified ghostwriter?

There are two types of certified ghostwriters. The first is offered by Certified Professional Ghostwriter, which covers the “dedication, competency, and ethics of ghostwriters.” I know little about this course.

The second kind of certified ghostwriter has completed a rigorous, award-winning 13-month training program that covers the specific skills, industry knowledge, and ghostwriting psychology and mindset transitions necessary to command (not hunt for) high-end professional clients and fees. Their certification comes from California State University, Long Beach. They are industry insiders and solopreneurs, not freelancers.

What can a ghostwriter do that I as the author cannot do?

Honestly, nothing—if the author can disassociate from their own work; has the time to learn the realities of the book industry, its supply-chain needs, and standards; and can find a counterpoint who understands musical line editing. All that not only takes a lot of time, it runs counter to the author’s true purpose, which is to share their knowledge, insights, or story. Think of it this way: authors create art . . . ghostwriters massage, tweak, and polish it.

Are ghostwriters limited to certain genres?

Not at all. They can specialize if they want—I know a lot of ghosts who only do business books or memoirs or self-help titles or fiction—or they can do it all. Depends on the individual.

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Join Claudia Suzanne, the Ghostwriting Expert, as she reveals insider truths about the book industry, and how a Certified Ghostwriter can give your title a better chance in the marketplace. Learn:

• How the history of publishing works both for and against you
• How to position your book before you start writing it, not after you finish it
• The top four fiction and nonfiction issues that turn off readers
• The truth behind “platform”
• Insider business tricks that really matter
• … and much more.

You can join in this conversation on October 22, at 3 pm eastern, when NAIWE will host a discussion on ghostwriters assisting in the publishing process. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

We wanted to get to know Dana Sitar (NAIWE’s Headline Expert) better, so last month we sat down with her. Here is what she shared with us.

What has been your most effective headline, and what platform was it for?

I don’t have data to say for sure, but this example comes to mind right away: In 2014, I wrote an article for HuffPost titled “Your Toddler Might Be Gay,” which got a ton of a attention. The biggest factor, likely, was that both LGBTQ issues and children are subjects on their own that elicit a ton of emotion in people. The headline includes hooks that are valuable regardless of the topic, though: “Your” speaks directly to the reader and suggests something “might be” something which creates curiosity that makes them want to learn more. The article is about the danger of treating straight identities as the default, but I don’t give that away in the headline.

How often are headlines changed?

This depends on the publication, the content, and the publication’s goals. When I’ve written for sites that rely heavily on advertising to attract traffic, we frequently tested and changed out headlines to give an article new life without rewriting. On sites that rely on search traffic, headlines were often more stagnant.

How do you add personality to a headline?

Writing the headline as a statement (“Do These 6 Things Every Morning If You Want to Make More Money”) is a good place to start, because it mimics how we speak. Think about who your audience is—what are they like, where do they come from, and what do they know?—and who you are in relation to them—an expert, a teacher, a peer, an entertainer, for example. Write headlines as if you’re speaking to the audience from that position.

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A single headline is not sufficient for most content in digital publishing. Readers access your content in a variety of contexts, and the headline that’s effective in one context is often less effective in another. This training shows you how to craft headlines that catch readers’ attention across platforms, including websites, social media, email and search.

You can join in this conversation on August 27, at 4 pm eastern, when NAIWE will host a discussion on writing headlines for a variety of platforms. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

We wanted to get to know Kristen Fischer (NAIWE’s Journalism Expert) better, so last month we sat down with her. Here is what she shared with us.

What defines a source?

A source is a person with the credentials applicable to lend credibility to a story.

What are ways to verify a source?

My favorite way is to Google the source’s name. Also, visit the institution they are currently at to ensure that they are, in fact, employed there.

What are some of the credentials to look for in a source?

If you’re writing a story about cancer, you’d probably want to talk to an oncologist if you need a professional source. There are certain credentials you may want for different topics; for that cancer article, the oncologist should be an M.D., for example. You may also want to see if that source authored research or wrote a book on the topic. If they are a member of a related trade association, that looks good as well. You just want someone currently working in a related role or someone retired who was highly regarded in the field.

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Want to know how to quickly find reputable sources? We’ll go through tips and tricks from journalists to find the right sources for stories–in a pinch. This will include experts for quotes, as well as written research for articles.

You can join in this conversation on July 20, at 4 pm eastern, when NAIWE will host a discussion on finding sources. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!