The advantage of horror books is to take the reader and cut him out of the pack and work on him one on one. It has its advantages because the people that are there in the movie theater really are a mob. If you get one guy alone you can do a more efficient job of scaring him.

Sorry is the Kool-Aid of human emotions. It's what you say when you spill a cup of coffee or throw a gutter ball when you're bowling with the girls in the league. True sorrow is as rare as true love.

Poe was the first writer to write about main characters who were bad guys or who were mad guys, and those are some of my favorite stories.

And if you are honest about the words coming out of your characters' mouths, you'll find that you've let yourself in for a fair amount of criticism.

Bird and bear and hare and fish, give my love her fondest wish.

A campaign, like a brand, is not just a number of bits put together - a claim here, a pack shot there, a reason why somewhere else. If we try to produce it by the atomistic approach, we will end up with a sort of Identikit brand. It will be a perfect description of the structure of the brand, as the Identikit can describe the contours of the face. But it won't be the same thing. The brand will never come to life.

Any thoughts of guilt, any feelings of regret, had faded. The desert had baked them out.