Posts Tagged ‘Writing’

NewsBasis helps writers market their expertise

Monday, August 2nd, 2010
newsbasis-helps-writers-market-their-expertise

A new service debuts today that could change the way writers publicize their work, and their areas of expertise.

NewsBasis is the communications equivalent of a matchmaker. Journalists issue requests for information and writers can respond. It’s a targeted way for both parties to find sources and promote their work, without a lot of waste.

In some ways NewsBasis is similar to Help a Reporter Out (HARO) and PR Newswire’s ProfNet. All three services allow journalists to post questions and search for expert sources. They also allow PR pros, companies and writers to search for questions from journalists or receive those queries via email. The idea is to allow journalists to cut through the clutter of unsolicited pitches and writers to better target their queries to the journalists who want the information.

LouGrant1NewsBasis differs from the competition with the introduction of real-time commentary on published articles. The service allows writers to embed their point of view or corrections directly in articles on the Internet. Journalists signed with the service will see those comments when they view the article online. They’re also notified by the service when a source leaves a comment.

Other features will look familiar to people using either HARO or ProfNet. The NewsBasis media notification tab allows users to type keywords into the search bar and read real-time activities by journalists. As with HARO, users also can receive email alerts.

With this week’s launch NewsBasis pits itself against some stiff competition. HARO brings nearly 30,000 reporters and bloggers, more than 100,000 news sources and thousands of small businesses together to exchange information. In addition to pumping out alerts to sources, ProfNet lets journalists search a database of more than 30,000 expert profiles.

HARO is free to PR pros, companies and writers. It also offers a free Twitter feed, especially helpful for communicators toting mobile devices. ProfNet is free to reporters but charges a fee to experts and their representatives. NewsBasis, which is in beta, is free at this point.

All of these services could change the face of publicity for authors, and not just because they provide a more efficient way to pitch their work. They give us the choice between active and passive publicity. Instead pf cold calling journalists, we’re now able to contact them directly about a topic in which they’re interested.

It can also allow authors to contribute to the news, rather than react to it through Google Alerts or other monitoring services. We can get the inside story about who’s writing what before journalists publish those articles and blogs. That should reduce the frustration so many authors feel when promoting their work.

A word about making history

Tuesday, July 27th, 2010
a-word-about-making-history

Mickie Kennedy has an interesting post this morning about writing books for their media-relations value. To summarize his thesis, even in a digital age the printed work can give you credibility and a reputation as an expert in your field. I learned that first-hand when the company now known as Sanofi Pasteur US hired me to write a book about the organization’s rise from horse farmers to suppliers of vaccines to the world.

Brand_New_Day_cover 2While the company paid for the first printing of The Spirit of Swiftwater we arranged the second printing with a university press just itching to publish a business book. That attracted the interest of several thought-leaders in the industry. I knew we’d struck gold when one of the world’s most influential virologists, a doctor who’d been working with WHO to contain bird flu in Asia, visited the company and accepted an autographed book.

Those of you who know me know that I live to write large-scale works that appeal to a wide audience. I think there are several reasons why an executive or an individual would hire a writer or a ghostwriter to create one of these: to promote the organization or the person, or to be more altruistic, to leave a legacy. I often tell the story of Marco Polo and his travels along the Silk Road. His father Making_History_cover 2and uncle made the journey years before they took the young explorer yet few people know their names. Every kid who’s splashed in a pool knows about Marco. The reason is simple: Marco wrote about the journey.

If you’re fascinated with an elegant tool for marketing, or just a fleeting moment of fame, I have a few resources for you, including two documents that detail the rationale, project scope and budgetary outlines of a book-length project. You can download Brand New Day and Making History from this website.

Good luck on the journey.

A heartbreaking life of staggering generosity

Wednesday, July 21st, 2010
a-heartbreaking-life-of-staggering-generosity

An eerie thing happened on September 14, 1982. I received a letter from John Gardner that morning about a pack of short stories I’d left with him to critique, at his suggestion, even though I wasn’t one of his students. Later that day, as I sat on the rim of the copydesk, the city editor swiveled in his chair and, pointing to the computer, said, “Look at this.”

It was an AP story reporting that the novelist had died in a motorcycle accident on his way home that day. He was forty-nine. The story sounded like something from his latest novel.

Gardner was well-known in and out of literary circles for his outsized characters and their philosophical rants. Some of his books, like October Light, made the bestseller lists. A few months before his death the New York Times led its book review section with commentary on his last novel, Mickelsson’s Ghosts, a work I had just finished reading.

John Gardner explainsI’d met him earlier in the year in a class at a local university. The professor had invited Gardner to talk about fiction and, as a bonus, he’d read and commented on the first page of our latest submissions. He had a shock of white hair that flowed over his forehead and small, wrinkled eyes. His pipe kept going out as he talked. Later the professor invited some of us to his apartment to continue the discussion. Sitting on the floor, our backs to the tiled fireplace, we listened as Gardner talked about his work.

Some of the discussion was funny. “Why did you sell the short story on Julius Caesar to Playboy?” “Because they offered the most money.” Other parts were more serious. Gardner didn’t give a toss about genres; he didn’t care whether people considered his work popular or literary, thoughtful or entertaining. He wanted to be known as a storyteller. He constantly courted the ancient arts, rewriting epic tales like Beowulf from the monster’s point of view. (Years later, Hollywood would turn his novel Grendel into a movie, the closest to populism the author ever got.)

John Gardner typewriterEmerging from the dream
For emerging writers Gardner is best known for his view that fiction should remain a “vivid and continuous dream” in the mind of the reader, uninterrupted by extraneous detail. Yet his books were crammed with characters philosophizing about life. He seemed obsessed with philosophy and argued constantly against nihilism, a doctrine that nothing is knowable, that rejects all distinctions of moral value. In his work of criticism, On Moral Fiction, he called for books with “just and compassionate behavior,” art that “establishes models of human action.” He may have identified deeply with Grendel, the monster who finds himself cast out of heaven because he’s ugly, comes from a bad family and asks too many questions.

While his characters were not always models of behavior, Gardner was a kind and generous man, lending his time and name to aspiring writings. I met him that May in class and shared an evening with friends, but I wasn’t his student. Yet he invited me to his home in Susquehanna to discuss and critique my work.

I arrived on a fine spring day to find the novelist in a farmhouse on the edge of town, nestled in the hills the locals call the Endless Mountains, purplish gray and draped with mist like the webs of tent caterpillars. The clapboard house had curlicues over the porch; it looked like an old train station.

Inside sat Gardner’s son Joel, a photographer, and Susan Thornton. She and John were to be married—the week he died. A visiting colleague handed him a few short stories and a novel for comment. They talked about producing plays in Susquehanna and about a literary magazine on which he was working.

Gardner went into his study to concentrate on the story. His desk consisted of a door resting on two sawhorses, covered with pipes and papers. He hunched over the story, making quick notes with a pencil. Then he and Susan had to leave. He apologized over and over for giving me so little time.

Mickelsson's Ghosts AMZA life in fiction
Back in the living room, I asked Joel how much of his father’s work was autobiographical—a questions many writers hate but I was too young to know at the time. Not much, Joel said, but then he opened the door to the dining room. It was long and sparking with new plaster walls and thick with beams. The mead hall from Grendel, the house from Mickelsson’s Ghosts. I felt a chill, as if the spirit of those characters were looking over my shoulder.

There were other similarities. The main character in that book, Peter Mickelsson, is a professor at the State University of New York at Binghamton who is battling a failing national reputation and the IRS, which is after him for back taxes. He lives in Susquehanna and is going through a divorce. That much mirrored Gardner’s life. But Mickelsson is going mad, his mind enflamed with the ghosts of Martin Luther and Nietzsche, his wife, his son, two lovers and a murderous couple who used to live in the farmhouse. Joel smiled at this and said his father made up most of the book.

John Gardner hatThe lion of literature
Whatever its condition at the end, Gardner’s career in fiction got off to a slow start. He was born on July 21, 1933, in Batavia, New York. His father was a dairy farmer and lay preacher, his mother a high school literature teacher. His first novel sold about 1,000 copies but The Sunlight Dialogues became a bestseller in 1972 and October Light won the National Book Critics Circle Award in 1976. He raced motorcycles, survived surgery for cancer of the colon and married twice. He lectured at the Bread Loaf Writers Conference. He settled in rural Susquehanna, on a thirty-acre farm. Writers sought his comments on fiction and his clout with publishers.

A gifted writer with a marvelous ear for dialogue, he had always written interesting books. But with Mickelsson’s Ghosts he reached the top of his form, merging his beloved philosophy with a strong story line. He also seemed to have mellowed from the harsh critic of his youth to a man who wanted to say good things about others. People said he was trying to find his place. Others found him humble and generous.

The day I visited him in the Endless Mountains he sat on the couch and chatted in a smooth and quiet voice about new projects. I told him I’d had trouble finding his work in the local bookstore. It wasn’t filed under “fiction.” Concerned that his backlist had gone out of print, I asked the clerk if she carried Gardner’s books and she led me to the back of the story. There they were, filed under “literature.”

Gardner threw back that great mane of white hair and howled with delight, much like I imagine Grendel might have done.

The blog stops here

Friday, July 16th, 2010
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The growth of blogging among adults has flattened and continues to decline among teens. That has implications for writers as well as marketers.

A pair of surveys from the Pew Research Center’s Internet & American Life Project shows a rapid decline in blogging among teens and young adults and a modest rise among people 30 and older. To quote the study: “In 2006, 28% of teens ages 12-17 and young adults ages 18-29 were bloggers, but by 2009 the numbers had dropped to 14% of teens and 15% of young adults. During the same period, the percentage of online adults over 30 who were bloggers rose from 7% in 2006 to 11% in 2009.”

Overall, blogging has leveled off among adults over the past few years, hovering around 10-12% of Internet users.

Amanda Lenhart, lead author for the studies, told me that among those under 30, the shift away from blogging follows their migration to newer social networks and technologies such as mobile devices. “We attribute some of the decline among young adults to the move away from MySpace, which made blogging a prominent feature of a profile, to Facebook, which does not offer the same opportunities to engage in an activity that the site terms blogging.”

Researchers elsewhere have measured the same declining interest in blogs, but for other reasons:

  • A year ago Adweek reported that Internet use had reached a plateau and the growth of blogs had flattened. According to Forrester Research, the number of households with Internet access grew 3 percent from 2008 to 2009. Slightly less than 20 percent of respondents reported reading blogs, the same figure as 2008.
  • That week ReadWriteWeb reported research from Universal McCann that showed blogging has reached a saturation point. “UM notes that 71% of users report reading blogs—an increase of only 1% since [2008].”
  • In February 2010 HubPages’ Larry Freeman wrote that growth in U.S. traffic at major blogging sites WordPress and TypePad has flattened. The one contradictory statistic: U.S. traffic at Blogspot has grown by about 40%.
  • In June The Economist reported that traffic at two of the most popular blog-hosting sites, Blogger and WordPress, is stagnating, according to media research firm Nielsen. “By contrast, Facebook’s traffic grew by 66% last year and Twitter’s by 47%.”

Anecdotal evidence from the B2B world supports the studies. In a post, Matthew Ingram says he knows of several entrepreneurs who have replaced their free blogs in favor of subscription-only email newsletters. And Michael Hickins reports on BNET that while the number of active communities at network storage company EMC has increased by nearly 30% over two quarters, the number of blogs has dropped by 70%.

What could lead to such a leveling of blog activity? Lack of time and attention to start. And the perception that the activity isn’t valued by others and doesn’t contribute to the writer’s income or ego. Maybe there’s a growing realization that, while anyone can become a publisher, not everyone wants to read our thoughts.

Citizen journalists are discovering what mainstream media have known for centuries: people’s attention is just as valuable and elusive as their time. Engaging it requires a lot more than a forum.

A legacy worth preserving

Wednesday, July 7th, 2010
a-legacy-worth-preserving

The best part of judging a contest is seeing the large number of talented people in the communications field. The worst part is choosing among them.

When I was asked by Linda Koehler of the Times-News in Lehighton, Pennsylvania, to serve as one of the judges for the 2010 National Federation of Press Women Communications Contest, I thought the assignment would prove an easy one. Read the entries, create a rubric that encompasses the objectives and rate the contestants.

Simple but not easy. Reading the entries was a pleasure. Creating the rubric was fairly easy. It was the last part, rating the contestants, that proved a challenge.

The NFPW looks for the best writing and production values in virtually all forms of communication, from public relations and advertising to blogs and books. The organization requires entrants to submit a one-page summary of the project with details on objectives, audience and budget. Contest organizers provide judges with clear instructions to rate the entrants on whether they met their own objectives, not on one-size-fits-all standards. So far, so good.

Healthy Partners cover v1 issue 1There were 13 entries in the four-color magazine category. They included university, healthcare and tourism publications. All were very good, the scores on the rubric close. The winners were: Chelsey Baker-Hauck, Colorado, first place, the University of Denver Magazine; Heidi Jameson, South Carolina, second, Healthy Partners, a publication of the Spartanburg Regional Healthcare System; and Andrea Cranford, Nebraska, third for Nebraska magazine, published by the University of Nebraska Alumni Association. The Virginia team of Laura Beck and Mike Freeman shared the honorable mention for the Official Richmond Region 2010 Visitors Guide.

All of the strong contenders had one thing in common: they focused their coverage on the people who benefited from their organizations’ services and not the services themselves. The Richmond Guide showed portraits of successful residents engaged in enjoyable activities. Nebraska used people-centric articles to illustrate larger trends. Healthy Partners packaged those kinds of stories in a clean, accessible design.

Denver magazine cover Our Wild West Jun 2009All did well. But my favorite was Denver Magazine. Under the guidance of Baker-Hauck, the managing editor, the magazine met its objectives with style, producing a themed issue in the summer of 2009 that contained some of the liveliest writing I’ve seen in years. Much of the credit goes to Baker-Hauck for helping to develop the theme — the Western legacy — and hiring the people to execute her strategy. The rest goes to writers like Richard Chapman, whose pair of articles, “Colorado’s College War” and “At Home on the Range,” kicked like a bronco. His two opening lines: “University Hall crouches like a stone lion” and “It’s a chilly January morning five days into the 2009 stock show and the president and CEO of the National Western is pausing to chat with a hobo.”

Peer-focused stories, lively subjects, descriptive writing. And to top it off, Denver Magazine included the results of a readership survey that defined the target audience and showed that editors were meeting their needs. Good marketing as well as editorial.

I’ve saved the best for last. It’s Baker-Hauck’s Editor’s Note, in which she explained the reason for the themed issue and grounded it in personal experience. Here’s the first paragraph:

“My West — the West of my youth — was one of blue-ribbon biscuits baked for the county fair; gathering eggs, still warm, from under the cushion of a hen who would peck you ferociously on the back of the hand if you didn’t move fast enough; stalking through a silent, frosted autumn forest with my dad during black powder season; waking up to find the neighbor’s prize bull looking in our picture window, and later having to scrub the thick track of bull slobber off the glass with vinegar and newspaper. There was ample time for running wild in the nearby Uncompahgre River bottom land, tossing rotten duck eggs from the hayloft, wading irrigation ditches and baking mudpies in the mailbox.”

I’m here to tell you it doesn’t get much better than that. Except maybe the Editor’s Note in the next issue, where she writes about getting her face licked by a wolf. Why is this good writing? Because it’s detailed and vigorous? Yes. But above all, the work captures the spirit of a person, time and place. The details illustrate a larger truth. That’s a tradition NFPW honors, one that writers, publishers and clients can, too.

It’s an easy choice.

This writing life

Friday, May 28th, 2010
this-writing-life

Ira Glass, host of radio’s “This American Life,” talks about the building blocks of a great story in a series of four videos on YouTube. His advice on crafting a compelling story works for any format, print, audio or video: start with an anecdote, not just a theme. Have one thing happen after another. Then let someone reflect on the importance of what they’ve just experienced.

Perhaps Glass’ most crucial piece of advice is the most obvious and over-looked: trial and error leads to success. Or as Glass puts it, “The most important thing you can do is do a lot of work.”

The art of optimism

Wednesday, April 21st, 2010
the-art-of-optimism

“Optimism is earned from a track record of overcoming obstacles. I’m a problem solver, not a problem evader. I’ve been resourceful over and over again in such a way that I know I can handle what life throws me. Whenever I have a tough challenge, I say to myself, ‘When I get through this, it will be a great story.’”

Dr. Terry Paulson, quoted by Erika Liodice at Beyond the Gray

Rules of engagement: author Laurie King on marketing, Twitter and the power of social media

Wednesday, April 14th, 2010
rules-of-engagement-author-laurie-king-on-marketing-twitter-and-the-power-of-social-media

The author of The Beekeeper’s Apprentice is buzzing over social media.

With a website, author and character blogs and a presence on Facebook, MySpace and Twitter, Laurie R. King is a champion of social marketing. She posts in the voice of one of her characters, runs several writing contests for fans and invites readers to discuss the books among themselves. Her efforts go beyond promoting the work to promoting engagement with readers. That reveals an understanding of the collaborative nature of social media many corporations should envy.

“Mostly what I use the social networking sites for is to tie together my readers—I set up a site, or suggest an approach, and then more or less stand back while they play with it,” she told me in an email that previews the interview here. But first, some background on the Californian who has become famous for portraying the life of perhaps the world’s most-famous detective, and the woman who has become, some would say, an equal or better.

LaurieRKingCreating a voice
Over the past 20 year Ms. King has written 20 novels, including two series, one featuring San Francisco police detective Kate Martinelli and a second with Mary Russell and Sherlock Holmes. Her first book, A Grave Talent (1993), received the 1994 Edgar Award for Best First Novel and a 1995 John Creasey Memorial Award. She followed with the 1996 Nero Award for A Monstrous Regiment of Women and the 2002 Macavity Award for Best Novel for Folly.

Her books about Russell and Holmes have been applauded as “the most successful recreation of the famous inhabitant of 221B Baker Street ever attempted” (Houston Chronicle) “with the power to charm even the most grizzled Baker Street irregular” (New York Daily News). The first in the series, The Beekeeper’s Apprentice, appeared in 1994. The tenth, The God of the Hive, will be published on April 27.

She has more than 2 million copies of her novels in print.

Creating a buzz
To highlight the 20 books she’s written, and the publication of her newest novel Mary Russell/Sherlock Holmes novel, Ms. King embarked this year on what she calls “Twenty weeks of buzz.” In addition to the traditional methods of promotion—book tours, radio and TV appearances—Ms. King has taken to the Internet with a passion usually reserved for her characters.

Her presence on the Internet is considerable. She created a website and a blog about her activities called Mutterings. She also created another blog, this one in Mary Russell’s voice, on MySpace. Mary, in character, posts regularly on Twitter (@mary_russell)—a technique used effectively by Helen Klein Ross (@AdBroad) to promote the TV show “Mad Men.” Ms. King writes as a guest blogger on other sites and runs a Yahoo! Group. She has a page on Facebook. She’s even posted author interviews and scenic footage of the British landscape where Mary Russell first met Sherlock Holmes on YouTube.

King beekeeper coverTo share her tastes in literature, Ms. King created an account on Goodreads, where some 3 million members recommend books, compare and discuss books.

She has also bolstered reader engagement with the creation of twin writing contests. To celebrate the publication of The God of the Hive, she authorized the 2010 Mary Russell Fan Fiction Writing Contest. The contest is also sponsored by the Letters of Mary Yahoo! group. Contestants are asked to write about a character in one of the Russell novels as a teenager. The second contest, to celebrate National Library Week, invites readers to create their version of the ideal library, complete with drawings.

She even runs contests for artwork about Russell, Holmes, and their world where fans submit and judge the works.

I interviewed Ms. King (who goes by LRK online) through a series of email exchanges on April 11 of this year. Here’s her reaction to the question about her social-media efforts, and their results.

Creating a community
“I have to say, it’s funny to be considered a ‘champion of social marketing’ since I never feel I know much about what I’m doing!” she wrote. “Mostly what I use the social networking sites for is to tie together my readers—I set up a site, or suggest an approach, and then more or less stand back while they play with it. I’m kept in the loop of course, and I’ll drop in regularly, but making use of enthusiastic volunteers means that I don’t have to do all of the day-to-day work, while at the same time letting a group of key readers—‘fans’ if you will—have the fun of working with a writer they enjoy and making her job just a little bit easier.

King God of the Hive cover“I think a number of writers do this in some form or another—Dana Stabenow’s ‘Danamaniacs’ are a powerhouse of networking, for example—and so long as it is kept fairly clear which is the author speaking and which is one of the administrators, I find people are happy.

“Mostly I write and post my blog ‘Mutterings’ and stop in once a day on both the personal and fan Facebook pages. I visit regularly on the Virtual Book Club [a community on her site], reading the discussion and dropping in on some of the other threads, but I don’t tend to post a lot there unless I have something in particular to contribute—the VBC is a place for the readers to freely discuss and get to know each other, and I don’t want to give the impression that I’m in charge of what they say. A great side-effect of the VBC is that whenever LRK readers meet at an event or a conference, they often already know each other remarkably well, even if they have never met in person.

“As for Twitter, Russell’s MySpace page and Goodreads, those I work with volunteers on, answering letters sent to me (or to Russell) through the sites, helping promote things like the recent Twitter Party (I helped set this up beforehand but, being in a far distant time zone, I had very little to do with it at the time.) That last, by the way, was an absolute gas—you can see the transcript of its silliness at What the Hashtag.

“All in all, I probably average an hour a day on this stuff, more when I’m producing something like ‘A Case in Correspondence’ or working up to a book launch. [“Case” is a series of communications between Mary Russell and other important people, a running mystery of sorts on Ms. King’s various sites, the significance of which won’t become clear until readers finish The God of the Hive.

“As for results, who can tell? Last year we put a lot of effort into online venues and I came onto the New York Times’ bestseller list at #9. This year, we shall see.”

TinEye not picture-perfect but it’s a bright start

Thursday, April 8th, 2010
tineye-not-picture-perfect-but-it%e2%80%99s-a-bright-start

Ever find a photo and wonder about its origin? There’s a search engine for that. It’s called TinEye, billed as a reverse image engine that uses image identification technology rather than keywords, metadata or watermarks. According to the company, “You can submit an image to TinEye to find out where it came from, how it is being used, if modified versions of the image exist or to find higher resolution versions.”

How does the beta site work in the real world? Well, with some limitations.

TinEye

I tried it with a representative sample of images—people, objects and logos—with mixed results.

The first search, using a portrait of John F. Kennedy, yielded 81 results, including partisan blogs, poster suppliers and dating-gossip sites. (The link to the Slate online magazine did correctly identify the former president.) The search engine also led to the correct identification of singer Lady Gaga (through mtv.com), novelist John D. MacDonald (through blogs in the U.S. and Russia) and Dilbert, even though the comic strip contained three frames and multiple images. TinEye showed no results for personalities such as magazine finance writer Dyan Machan.

A search using the Leaning Tower of Pisa turned up 31 results, including several postings on the photo-sharing site Flickr. A search using the image of a bottle of Coca-Cola yielded a 2009 blog post about one of the company’s marketing campaigns, along with 19 other results.

For the final search I used the logo from one of my agency’s business-to-business clients, GGB. TinEye found the image on a French industry-directory site, correctly identifying the company as the manufacturer of metal-polymer plain bearings.

The conclusion? TinEye is good at finding images of popular people, objects and brands. In my limited sample it did not lead to official sources, so if you need to annotate research reports, the service may lose some value. I also could not consistently find information about image location, use or version, but that may apply only to certain types of images.

As an image search engine, TinEye isn’t picture-perfect but it could have a bright future, especially as it enlarges its database. On the whole, the service is a fast way to identify common images, and a fun way to view the Web.

The Craft of writing

Tuesday, April 6th, 2010
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In the business world, the old saw goes something like this: the secret of success is not what you know but who you know. In the world of writers, we might adopt the phrase that educators have used for centuries: it’s not what you know but whether you can apply that knowledge. As prima facie evidence I’d like to nominate Kathryn Craft, whose brilliant summary of Jim Frey’s workshop at the Write Stuff writers’ conference stands as Exhibit One:

“Every good story starts with a character at the extreme end of the bell curve, we learned from our ‘How to Plot Like the Pros’ workshop leader Jim Frey, and in his own persona Jim provided a great character for the story of this year’s Write Stuff conference. As for plot, the dialectic would go something like this: ‘the wannabe author insists on writing by the seat of her pants,’ meets opposition by Jim Frey—‘that’s not going to work’—creating a new situation in which the wannabe author embraces outlining and actually feels that writing a salable novel within a reasonable time period might be possible.”

OK, big sentence but you get the point. While most of us were blogging about the wonderful job Kathryn Craft did as chair of the annual conference by the Greater Lehigh Valley Writers’ Group, Kathryn busied herself applying what she’d heard in class.

Now that’s craft.