Most people who contact me about ghostwriting a book already know their subject. The Writer’s Idea Book They’re an executive who wants to write about leadership, a founder who wants to document their company’s origin, or someone with a life story worth telling. They know the territory. What they don’t know is how to turn that territory into a book.
The difference between a subject and a book topic is structure. “I want to write about my career in healthcare” is a subject. “How a rural ER doctor built a telemedicine network that serves 200,000 patients” is a book topic. The first one could go in a thousand directions. The second one has a spine.
Some clients arrive with both the subject and the structure already clear in their heads. We move straight into the ghostwriting project. Others know they have a book in them but cannot articulate what it’s yet. You can find current book discovery intensive pricing on the book discovery intensive page.
Why Is Choosing a Book Topic So Hard?
Write about what you actually know at a level no one else can match.Share on X
People who have done interesting work or lived unusual lives often have the opposite of writer’s block. They have too much material, not too little. A CEO with a 30-year career could write about leadership, innovation, industry disruption, company culture, management philosophy, personal sacrifice, or all of it. The question isn’t “what do I write about” but “what do I leave out.” For more, see how to choose your book topic and how to choose a ghostwriter for your book.
This is where most aspiring authors get stuck. They try to write the book that covers everything, and the result is a manuscript that covers nothing well. A book that tries to be about leadership and innovation and company culture and personal memoir ends up being a scattered collection of half-developed ideas that no reader can follow.
The brainstorming engagement exists to solve this problem before the writing starts. Ten hours of focused conversation is enough to identify the strongest thread in your story, the audience who needs to hear it, and the structure that will carry it from first page to last.
What the Brainstorming Engagement Looks Like
We start with a conversation about what you want the book to accomplish. This isn’t “what do you want to write about” – it is “what do you want this book to do for you.” The answers are different, and the second question produces better books.
A client who wants the book to establish thought leadership in their industry needs a different book than a client who wants to leave a legacy for their family. A client who wants the book to generate speaking engagements needs a different structure than a client who wants it to work as a business development tool. The purpose of the book shapes the topic, the audience, and the table of contents.
From there, we talk through your material. I ask questions designed to surface the stories, insights, and experiences that are yours – not generic industry wisdom anyone could write, but the specific things you know because you lived them. These become the foundation of the book.
By the end of the engagement, you have a defined topic, a clear sense of who the book is for, and a working table of contents that maps the book from opening to conclusion. If you decide to move forward with ghostwriting, the table of contents becomes the project blueprint. If you decide not to move forward, you still have a roadmap you can use with any ghostwriter or on your own.
How to Start Narrowing Your Topic on Your Own
Heard elsewhere
Richard talked through how a path across geology, computing and photography became the opposite of a niche, and why breadth changes what you’re able to write about, on The Web Woman.
Not everyone needs a brainstorming engagement. Some clients figure out their topic before contacting me. Here’s how they typically get there.
Ask yourself what you get asked about most. The questions people bring to you repeatedly – at conferences, in meetings, over coffee – point directly at what your audience wants from you. If everyone asks you about the same three things, those three things are probably your book.
Ask yourself what makes you angry about your industry. The conventional wisdom you disagree with, the practices you think are broken, the advice you think is wrong – contrarian perspective is one of the strongest foundations for a nonfiction book. If you’ve spent years watching people do something the wrong way and you know the right way, that’s a book.
Ask yourself what story only you can tell. Generic business advice exists in thousands of books already. What doesn’t exist is your specific story – the decisions you made, the failures you survived, the results you produced. The more specific and personal the story, the more absorbing the book.
Ask yourself who needs to read this. A book for everyone is a book for no one. Define your reader. If you can describe the person who will buy your book – their role, their problem, their level of experience – the topic sharpens immediately.
What Are Common Mistakes in Choosing a Book Topic?
Trying to cover too much ground is the most common mistake. The instinct is to include everything because everything feels important. But a focused book on one subject is more valuable than a scattered book on ten subjects. Readers want depth, not breadth.
Writing for yourself instead of your audience is the second most common mistake. Your book isn’t a diary. It needs to serve the reader. Every chapter should answer the question “why does this matter to the person reading it” – not just “why does this matter to me.”
Choosing a topic because it sounds impressive instead of because you have something original to say is the third mistake. A book about artificial intelligence written by someone who has read a few articles about AI isn’t going to compete with books written by people who build AI systems. Write about what you actually know at a level no one else can match.
Waiting for the perfect topic is the fourth mistake. The topic doesn’t need to be perfect before you start. It needs to be good enough to begin the conversation. The brainstorming process – whether with me or on your own – refines the topic through discussion, not through sitting alone waiting for inspiration.
Schedule a free consultation to discuss your book idea, or ask about the brainstorming engagement if you need help defining your topic before committing to a full project.
