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How Great Stories Turn Into Bestselling Books With Roger Scholl

Introduction:

Roger Scholl is the Senior Executive Editor at Kevin Anderson & Associates, a full-service ghostwriting and editing firm that helps authors bring their books to market. He is also a Freelance Ghostwriter and Editor with Catherine Street Books, LLC. Over his nearly 40-year career — including decades as Vice President and Executive Editor at Penguin Random House — Roger has worked on more than 55 New York Times and Wall Street Journal bestsellers, collaborating with renowned authors such as Chip and Dan Heath, Arianna Huffington, Marshall Goldsmith, and Michio Kaku. In addition to his editorial leadership and impressive track record, Roger is known for his mentorship of aspiring authors and his deep expertise in shaping compelling nonfiction narratives. His insights into the intersection of storytelling, publishing, and ghostwriting offer valuable guidance for anyone hoping to craft stories that truly stick with readers.

Here’s a glimpse of what you’ll learn:

  • [2:34] Roger Scholl explains what makes certain manuscripts and book proposals stand out
  • [4:06] How editors evaluate ideas, writing quality, and author platform
  • [7:07] Why most proposals are passed on and when editors offer revision guidance
  • [12:38] How prior books and category saturation impact acquisition decisions
  • [15:29] The role of ghostwriters in shaping and elevating an author’s story
  • [19:33] Why personal stories and vulnerability matter in nonfiction
  • [22:21] The deep collaboration behind Andre Agassi’s memoir Open
  • [33:00] Emerging trends in publishing — including the rise of AI-driven books
  • [40:10] Roger’s best advice for telling stories that truly stick with readers

In this episode…

Great stories don’t become bestselling books by accident — they’re shaped, refined, and elevated with intention. But what truly separates a good idea from a publishable, unforgettable story? And how do authors ensure their narratives resonate long after the final page?

Roger Scholl, a highly respected veteran editor and publishing expert, explains that bestselling books begin with a clear, compelling idea strengthened by strong storytelling fundamentals. He highlights how originality, narrative structure, and the right emotional depth help a book rise above the competition. This thoughtful craftsmanship allows authors to connect powerfully with their audience and stand out in a crowded market. Roger also discusses why the most successful books combine fresh insights with memorable stories and how refining an idea can often reshape an entire manuscript for the better.

In this episode of Sticky: Stories That Stick, Amelia Forczak sits down with Roger Scholl, Senior Executive Editor at Kevin Anderson & Associates, and Freelance Ghostwriter and Editor at Catherine Street Books, LLC, to discuss how great stories turn into bestselling books. She and Roger unpack what editors look for when evaluating a manuscript, how authors can differentiate their ideas, and why personal narratives often make nonfiction more compelling. Roger also shares advice on shaping stories that truly stick with readers.

Resources mentioned in this episode:

 

Quotable moments:

  • “What matters is marrying those ideas with compelling stories — stories that are memorable, that you can use, that stay with you.”
  • “If it’s not well written, most of the time it’s going to be a pass, unless the author is special in some way.”
  • “You rarely see a project where everything comes together in a terrific way. When it does, everybody wants it.”
  • “A good story always has a purpose. It’s really helpful to open with a good story that takes readers inside.”
  • “Publishers only exist to find new projects — some of the biggest books are by authors who’ve never published before.”

Action Steps:

  1. Clarify your book’s unique angle: Identify what sets your story or topic apart so you can stand out in a crowded market and attract interest.
  2. Strengthen your storytelling skills: Turn key lessons into engaging narratives to make your ideas memorable and aligned with publisher expectations.
  3. Build and leverage your platform: Grow your audience through channels like podcasts or social media to increase your appeal to agents and publishers.
  4. Embrace collaboration with professionals: Work with experts such as editors or ghostwriters to elevate your manuscript and strengthen your final product.
  5. Share authentic and vulnerable personal stories: Include honest challenges and transformative moments to build trust and create deeper reader connections.

 

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