We all have faith in something: usually a mixture of some personal beliefs with modern science. I am not like that. Mostly I just believe in what personally has worked for me.
Plot is a framework on which to drape other things. So once that's working, I can just let it go and do all the stuff that I love - 'Trojan horse' it. There are so many great YA heroines, and that's fantastic, but what about the emotionally complex boy out there? That's who I tend to write about.
Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
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