In addition to being a ghostwriter he published history books. Both his agent for ghostwriting assignments and the publisher for his own books pushed back on his dual identity. Now I know why.
Essentially there are two reasons.
One, a dual brand identity can confuse clients. Annoyed, they find reason to fault the service. That's analogous to the psychiatrist who might also be known to be a major real estate developer in Manhattan. The assumption could be that his or her focus isn't entirely on the patient. That's the breeding ground for trouble.
The second problem is that there is fear the independent writer within the ghostwriter will superimpose his or her own voice on the clients' content. This can be something very real.
Until I gained a brand identity as a blogger, capturing the clients' voice was a no-brainer. That was an ability ghostwriters better have.
However, as I became recognized for my own voice, editorial arrogance crept in. There was the temptation to shift the clients' voice into rhetorical territory I recently had had a lot of experience with and which I knew would get attention.
Yet, that's not at all what sophisticated clients want. And that's why we ghostwriters who wear other kinds of hats have to keep a firewall between the voice which has resonated in our writing career and how clients can strut their most effective self.
It may not be possible to keep our dual identity under wraps. But we have to assure clients that our mission is to dig for and to honor their unique voice.