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beneath the plot that bring it to life, drive it forward, and give it meaning. These elements have little to do with the surface plot or “writing well” and everything to do with what we’re hardwired to respond to in every story we read. A story achieves greatness when it intrigues the brain, so learning what your reader’s brain craves, and why, will allow you to zero in on what your story is really about before you write word one (or, if you’re already started, before you write another word). You’ll not only produce a more powerful novel, chances are you’ll drastically reduce your rewrite time. To make the most of this workshop, bring questions about a novel that isn’t working, a novel that’s still in the early stages, or a novel you want to take from zero to 60.”

Lisa’s workshop will be a fabulous opportunity to think differently about not only what we write, but how—out of the box or with another part of our brain and imagination. Plan to be there!

Eye On Industry

Continued from page 4        anymore. Readers got tired of them, and no amount of value pricing and newsletter promotion was going to revitalize their interest.

To me, this is where a retro-progresso philosophy has tremendous value. The retro approach to editorial output is for a writer to take the time to make a novel as strong as it can be. Does that create a marketing problem? If so, then that’s where the progresso part kicks in. The job is to use the tools available and to access any tools that become available (or to try to invent a few) to keep your name and your work in front of readers. In that way, everyone involved in the chain—from the writer to the reader—gets the most out of the experience.

I can think of dozens of ways in which retro-progresso applies to all of us. Now that I have a name for this mode of thinking, I’ll be making an ongoing effort to be as progressive as I possibly can in all of my publishing efforts while at the same time always being conscious of the times when the legacy approach is the absolute best.

Lou Aronica is a New York Times-bestselling author of fiction and nonfiction, former President of Novelists Inc., former Publisher of Avon Books, and current Publisher of The Story Plant and Fiction Studio Books. You can reach Lou at

Business Briefs by Sally Hawkes

Marketplace Fairness Act of 2013 (S.743) Moves to the House

The U.S. Senate voted 69 to 27 to pass the bill for state taxes paid by online sellers with $1 million plus annual gross sales. Support for the bill comes from the American Booksellers Association, the National Retail Federation, and the Retail Industry Leaders Association. President Obama has promised to make the bill law if the House passes the bill. That would mean sales tax for online sellers in early 2014; however, passage by the House isn’t certain. PW Daily

Look to Riffle for Finding Good Books

Riffle is the latest book discovery social media option. It began as an invitation-only site, but now is open to the public as of early May. Editors have been assigned to 23 categories. There are help content guides as well as bloggers, who use Twitter and Facebook to push content. With Goodreads owned by Amazon, Riffle will add reviews and ratings that were previously not included. Those used to Twitter or Pinterest will find a comfortable experience. Sign-in can be done from Twitter or Facebook accounts. PW Daily


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