Updated May 2026 to reflect current data.

Richard Lowe, The Writing King, joined Business RadioX to talk about ghostwriting, building credibility through books, and how he helps both businesses and individuals tell their story. Most conversations about authorship focus on the individual expert, but for a business audience the more interesting question is the one Richard takes on here: what happens when the author isn’t a person at all, but a company.

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In this episode

Two ways to tell a story

There are really two kinds of book Richard writes, and they serve two different storytellers. One is the individual’s, the executive or expert who wants to organize their story and expertise into something that establishes authority. The other is the business’s: a company that wants to explain who it is, what it does, and why it can be trusted. Both build credibility, but they aim at different audiences and do different jobs, and the conversation on Business RadioX is largely about telling them apart.

The company book

A book is one of the few credibility tools a business can physically hand to a prospect. Richard has written exactly these, a roughly 200-page book for a private dental practice that the office could give to patients to explain how the field works, and a similar one for a cleaning-supply company to hand to its customers. The point isn’t sales on Amazon; it’s positioning. A company that has written the book on its industry looks like the expert in its industry, and a well-aimed business book earns that standing in a way a brochure never can.

The individual’s book

For a person, the same instrument does more personal work. It’s the proof behind “I wrote the book on this,” the thing that gets a leader noticed, opens the door to press and to keynote stages, and gives a career a visible step up. Most of these authors don’t care much about book sales; the book is a tool, and what matters is using it.

How the story gets told

In both cases the mechanics are the same, and they’re the heart of what ghostwriting actually is. Richard interviews the client, business or individual, to capture the concepts, the values, and above all the voice, then does the writing while the client supplies the expertise. It’s still your book, the same way a contractor builds your house and it’s still yours. Whether the storyteller is a company or a person, the result has to sound like them.

Find Richard Lowe at TheWritingKing.com.

Common questions from this conversation

Can a business, not just a person, commission a book?
Yes. A company book explains the business and its industry and is something you can give to customers and prospects. Richard has written these for a dental practice and a cleaning-supply company, among others.

How does a book build credibility for a business?
It’s a tangible authority tool you can hand to a prospect. A company that has literally written the book on its field is positioned as the expert in that field, which a brochure or a website can’t accomplish.

What’s the difference between a business book and a personal-authority book?
A business book tells the company’s story and builds the brand’s trust with customers. A personal-authority book builds an individual’s expertise and career, the press, the speaking, the recognition. Same tool, different storyteller and audience.

Will the book actually sound like us?
Yes. Richard captures your concepts, values, and voice through interviews before writing, so the finished book reads as yours. You supply the expertise; he supplies the writing.

Who is this for?
Businesses that want to stand out and establish authority in their field, and individuals who want to build personal credibility. In both cases the book is the way to tell the story that sets you apart.