2026 Master Classes

Master Class Schedule 2026

Master Classes take advantage of the fact that we're bringing in some amazing speakers for the conference and make their expertise available to anyone in the community. You do not have to be registered for the conference to register for a Master Class. The classes take place immediately before and after the conference at the Hyatt Regency San Francisco on Embarcadero.

Check-in for all classes will begin half an hour before the classes themselves in the Seacliff Lobby on the Bay Level. You can still register at that time, but your first choice of class may be full so we recommend advance registration.

You may request a refund for cancellation before Jan. 31st, 2026, with a $25 cancellation fee. You may make a request to change classes at least 24 hours in advance by emailing registrations@sfwriters.org. Additional fees may apply. No refunds will be given after Jan. 31st.

ALL MASTER CLASSES ARE LIVE AND IN PERSON AT THE HYATT REGENCY SAN FRANCISCO. They are not included in conference recordings.

Thursday, February 12, 2026, 9:00 a.m. - 12:00 p.m.

AI, Social Media & the Modern Author Brand: The 10-Step Roadmap to Build Your Platform the Right Way

$149

with Rusty Shelton & Paige Velasquez Budde

Thursday, February 12, 2026, 9:00 a.m. - 12:00 p.m.
Hyatt Regency San Francisco, Seacliff A

Class description

Building a brand as an author in today's environment is as overwhelming as it is difficult. As a result, many authors waste valuable time and money doing the wrong things and end up throwing their hands up in frustration. If you want to avoid that confusion and build a personalized, results-driven marketing strategy to grow your brand as an author and thought leader - from positioning to social media to content marketing and beyond - this advanced workshop is the place to be. This hands-on presentation will peel back the curtain and share the most current marketing and social media strategies used to build platforms for some of the world's leading authors and thought leaders. Long-time SFWC marketing speakers Rusty Shelton & Paige Velasquez Budde will share a 10-step roadmap that will empower attendees to own their first impression, leverage the latest social media strategies to grow their audience, build their list, successfully launch their book and build a long-term brand as a thought leader. Attendees will leave the presentation with an online brand audit and a roadmap they can follow to grow their platform in the years to come. This session will include stand-alone labs focused on online brand audit, quiz/email marketing, LinkedIn and beyond

Attendees will learn how to:

Build a content strategy for social media that uses less time to make a bigger impact
Conduct an online brand audit for yourself and make immediate shifts to impact discoverability (i.e. do you need to change your name?!)
Leverage the new media landscape for success through the earned, rented & owned framework
Understand the latest trends to use LinkedIn, Instagram, Twitter and other social media channels more effectively to drive results
Create the right content strategy to own the connection with your audience

This is a workshop that values the practical/actionable over the big picture and attendees will be challenged and encouraged to hit the ground running with social media and content marketing. Our discussion will be applicable to both fiction and nonfiction authors. This session is for any writer who wants to go to the next level with their social media and content marketing strategy.

About Rusty

Rusty Shelton first spoke at Harvard on the changing world of PR and marketing at the age of 23. He is a bestselling author, dynamic keynote speaker and successful entrepreneur who has helped lead campaigns for the launch of 35 Wall Street Journals and NY Times bestsellers. He is the co-author (alongside Adam Witty) of The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego (ForbesBooks, 2023) and Authority Marketing: How to Leverage 7 Pillars of Thought Leadership to Make Competition Irrelevant (ForbesBooks, 2018), which features a foreword from Steve Forbes, and co-author (alongside Barbara Cave Henricks) of Mastering the New Media Landscape: Embrace the Micromedia Mindset (Berrett-Koehler, 2016), which debuted at #2 on the Austin American-Statesman bestseller list.

Rusty speaks to tens of thousands of people every year about how to build thought leadership, navigate the changing media landscape and make a bigger impact. He has been on faculty at more than 20 Harvard Medical School CME courses over the past 15 years and has spoken for YPO, EO, SXSW Interactive, Oregon State University and numerous Fortune 1000 companies.Learn more at www.RustyShelton.com, www.ZilkerMedia.com or Books.Forbes.com

About Paige

Paige Velasquez Budde is a veteran marketer, entrepreneur, and keynote speaker. She is a co-founding partner and the CEO of Zilker Media, an Austin-based agency that builds people-driven brands. During her tenure as CEO, the Austin Business Journal has named Zilker one of the city’s fastest growing companies as well as one of its best places to work, two years in a row. It has also been listed on Austin Inno’s list of “Coolest Companies.”

Paige has shared the stage with leaders such as Jamie Dimon, Donald Miller and Daymond John, and speaks to leaders about strategic business influence and people-driven marketing at many conferences and corporate events, including organizations such as Ernst & Young, JPMorgan Chase, Harvard Medical School, The University of Texas, Camp Gladiator, Entrepreneurs Organization, and the Women Presidents Organization. She delivered a TEDx Talk at the University of Texas Business School in March 2023. Her approach to people-driven marketing has been featured in media outlets such as Inc., Thrive Global, KevinMD, Texas CEO Magazine, Authority Magazine, Business News Daily, and Business.com. She is also a member of Entrepreneurs Organization, Women Presidents Organization, C12, Renegade Global and Austin Business Journal BizWomen Leadership Council. She resides in Austin with her husband, Jordan and son, Landry. To learn more, visit https://www.paigevelasquezbudde.com/.

Learn more at www.PaigeVelasquezBudde.com or www,ZilkerMedia.com.

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Finding and Working with a Literary Agent - Query Letter Workshop

$149

with Andy Ross & Laurie Fox

Thursday, February 12, 2026, 9:00 a.m. - 12:00 p.m.
Hyatt Regency San Francisco, Seacliff B

Class description

FINDING AND WORKING WITH A LITERARY AGENT - QUERY LETTER WORKSHOP

With Andy Ross & Laurie Fox

If you are seeking to get your book published, the first step is usually finding an agent to represent you. This class will lead you through the process of finding the right agent for you. We will discuss how to decide when your book is ready for submission, how to do research on agents, writing effective query letters, preparing book proposals that are convincing to agents and publishers, and describing the work of the agent in negotiating a contract. In the process, we will have a lot to say about the culture and business of publishing.

The first hour, we will have a query letter workshop. In this workshop, we will discuss the elements of a good query letter, and how to write one that will grab the attention of the agent. In advance of this class, prepare a draft query for the book project you are working on. Don’t worry about whether it’s good or not. That’s what this class is for. We will workshop selected queries.

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Fun & Fearless Networking

$149

with Barri Evins

Thursday, February 12, 2026, 9:00 a.m. - 12:00 p.m.
Hyatt Regency San Francisco, Seacliff C

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Poetics for Prose Writers

$149

with Mary Rakow, Ph.D.

Thursday, February 12, 2026, 9:00 a.m. - 12:00 p.m.
Hyatt Regency San Francisco, Seacliff D

Class description

Why should I take this class? I’m a prose writer. I’m never going to write a poem! Poetry makes me feel stupid. It even scares me!

Great question.

You don’t have to like, read or write poetry to use this class to greatly improve your writing. Because a good poem, in any language, is that language operating at its fullest potential. Powerful. Economical. Elegant. Breathtaking. Timeless.

Think of a Lamborghini Huracán. Or a perfectly designed trench coat. Or the most amazing basketball player of all time. This is what great poetry shows us.

We should all want this for our prose. Whatever form we’re writing. We want our reader to miss their BART stop because they’re reading our work. We want a friend to text: “I just finished your book and I’m weeping.”

We want to make art, not just stuff.

By learning from poems, we increase our ability to do that.

The world does not need more stuff. More clutter. More noise. The world needs art.

In class we’ll examine 6 different aspects of poetry to see how they can operate in prose: compression, word choice, rhythm, rhyme, sequence and emptiness. We’ll do small experiments in language and have discussion.

In the final hour we’ll look at a 1-page prose writing sample from the first 5 writers who register for the class. I will contact you. If you are one of those writers, please bring 10 copies of your first page to distribute. I’ll do a live edit in terms of the 6 concepts we’ve just explored. The critique will be positive, specific and constructive.

Other class members can sign up for a Free 8 Minute Edit with me offered as part of the Conference. Or speak to me at other times.

See you soon!

Mary Rakow, Ph.D. Editor

"At the first meeting, I knew it was going to be an extraordinary experience" D.R. ~ “Her concentration is uncanny..." J.H. ~ "She creates a supportive environment in which a writer can feel safe" B.G. ~ "Genius is not a strong enough word for her talents" J.O. ~ "My experience was utterly unique and unparalleled" M.S. ~ "Mary is the most interesting thinker I know." J.F. ~ "Working with Mary is one of those transcendent experiences..." M.G. "Her excitement is contagious" M.S. Please visit maryrakow.com

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Thursday, February 12, 2026, 4:30 p.m.-7:30 p.m.

The Story of Story – Essential Elements For Creating Delicious Stories for Authors and Screenwriters

$149

with Barri Evins

Thursday, February 12, 2026, 4:30 p.m. - 7:30 p.m.
Hyatt Regency San Francisco, Seacliff A

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Revising for Voice

$149

with Jordan Rosenfeld

Thursday, February 12, 2025, 4:30 p.m. - 7:30 p.m.
Hyatt Regency San Francisco, Seacliff B

Class description

Agents and publishers often describe an element missing from manuscripts: strong voice. That signature of style, syntax, and character personality are essential to a publishable--and memorable--manuscript. In this workshop we'll revise some of the key elements of voice, such as specificity, syntax, character personality, musicality and more, benefiting from other students’ participation. We’ll walk through these key elements in waves, allowing you to tease apart voice and tone at the character and sentence level. Come prepared to write and revise on the spot with some fun exercises.

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Breaking Into Children’s Publishing: What Editors Want and How Authors Deliver

$149

with Mary Cash and Ying Compestine

Thursday, February 12, 2025, 4:30 p.m. - 7:30 p.m.
Hyatt Regency San Francisco, Seacliff C

Class description

Co-led by:

Mary Cash

Vice President & Editor-in-Chief, Holiday House Publishing

Ying Compestine

Award-winning author

Ying Chang Compestine is the multi-talented author of 27 books, spanning fiction, picture books, and five internationally acclaimed cookbooks. Her work is enjoyed by readers worldwide. Ying has been featured on numerous national television programs, profiled in leading news outlets, and named one of the "50 Great Writers You Should Be Reading" by The Author's Show. Beyond her writing, she is a dedicated mentor and educator, teaching workshops, speaking at major writers’ conferences, and guiding emerging writers in developing their craft and storytelling skills.

Session Description

This interactive, hands-on masterclass is designed for writers of picture books, chapter books, and early middle-grade fiction. Co-led by a seasoned children’s book editor and an award-winning author, the session offers valuable guidance on navigating the children’s publishing world and developing strong writing craft.

Rather than traditional lectures, the focus is on live insights from both Mary and Ying. You’ll leave with a clear sense of what editors look for and how authors can shape their stories to meet those expectations.

You’ll Walk Away With

– A one-page story structure worksheet

– A revised story opening

– A sample query letter and submission checklist

– Actionable tips on writing, revising, and submitting

Full Class Outline (3 Hours Total)

Welcome & Introduction (10 mins – Co-led)

– Brief introductions

– What each brings to the table

– Overview of workshop goals

Part 1: Crafting Strong Stories (40 mins – Co-led)

Topics include:

– Finding story ideas through culture, personal experience, and emotion

– Creating strong characters and voice

– Structuring a compelling narrative

Exercise:

– Complete the “One-Page Story Structure” worksheet

Interactive Sharing:

– Volunteers may share and receive brief feedback

Part 2: Strengthening Your Opening (40 mins – Co-led)

Activity:

– Write or revise the opening of your manuscript

– Focus on clarity, voice, and emotional impact

– Mary and Ying may offer live feedback on select examples

Short Break (10 mins)

Part 3: Insider Tips from the Editor’s Desk (35 mins – Led by Mary)

Topics include:

– What makes a manuscript stand out

– Holiday House’s publishing focus and current trends

– Common red flags in submissions

– Tips for working effectively with editors

Ying will share how she developed and revised her story based on editorial feedback, offering a behind-the-scenes look at the author–editor collaboration process.

Part 4: Ask Us Anything (30 mins – Co-led)

– Open Q&A with Mary and Ying

– Real-world advice on writing, revising, and publishing

Final Wrap-Up: From Page to Publication (15 mins – Co-led)

– Staying motivated

– Navigating feedback and rejection

– When to revise vs. submit

– Recommended resources and next steps

Location: Hyatt San Francisco, Seacliff C

Check in at the Seacliff Lobby from 4:00-5:30 p.m.

Registration for this class is separate from main conference registration. Conference registration is not required to attend Master Classes.

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Pitching Hollywood Agents, Managers, and Executives

$149

with James Moorer & Nicola Pittam

Thursday, February 12, 2025, 4:30 p.m. - 7:30 p.m.
Hyatt Regency San Francisco, Seacliff D

Class description

Knowing how to pitch is an essential tool that every writer should learn how to Master.

Pitching an executive – whether it be a manger, literary agent, publisher or Hollywood executive – can be a daunting experience for any writer.

But this Master Class with James and Nicola will teach you how to pitch like a pro and give you the tools to showcase not only your project but you as a writer.

First impressions count and you need to be able to pitch your project in just a few short minutes while grabbing the executive’s attention and then making them beg for more!

Both James and Nicola have pitched countless Hollywood execs and literary agents in their careers from 2 minute elevator pitches to 8 minute standard pitches via Zoom and even 20 minute in-the-room pitches.

Nicola has also won 3 pitch competitions with three different projects.

In this Pitch Master Class you will learn:

The difference between a standard pitch, a high concept pitch and an elevator pitch

What to include in your pitch – and what to leave out

How to make your pitch stand-out and be memorable

How to perfectly balance your story with your personal bio

How to Pitch with Confidence

Mistakes to avoid during your pitch

How to tailor your pitch to the person/company you’re pitching to

PLUS – everyone attending the pitch class will have the opportunity to pitch James and Nicola and receive feedback on their pitch.

Register now

Sunday, February 15, 2026, 2:00 p.m. - 5:00 p.m.

20-Plus Ways to Promote Your Writing Career: Build an Action Plan that Goes Beyond Social Media

$149

with Bruce Wawrzyniak

Sunday, February 15, 2026, 2:00 p.m. - 5:00 p.m.
Hyatt Regency San Francisco, Bayview A

Class description

Too many people think social media is the be-all, end-all and that it's the only place they need to promote their work. In this three-hour session, a longtime publicist will take you through more than twenty ways that you can be promoting your writing career, including -- perhaps best of all -- the fact that most of the tactics have little to no cost attached to them! Attend this session to see practical examples of how he has successfully applied these methods to his agency's author clients and then walk out the door ready to start implementing them yourself that very evening! Come learn why taking the “build it and they will come” approach will leave you wondering why your book isn’t selling. You’ll also learn why even if you don’t have a book published yet, it’s not too early to be taking action on brand building, “getting the reps,” and gathering resources and formulating your strategy. Many writers say, “I’m not good at promoting myself” and/or that they don’t want to. In this session you’ll learn the importance of being the public voice of your writing career and getting out so that you’re seeing and being seen. Remember, you can write the best book possible, but if no one knows about it, your work won’t be seen and enjoyed. Attend this masterclass to best position yourself for audiences to learn about and engage with you.

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The First-Person Voice: Getting Past “I”

$149

with Amy L Bernstein

Sunday, February 15, 2026, 2:00 p.m. - 5:00 p.m.
Hyatt Regency San Francisco, Bayview B

Class description

The First-Person Voice: Getting Past “I” with Amy L. Bernstein

Writing in first person is an exciting opportunity to explore one character’s deepest secrets and drives. But how do you create an interesting world, and other believable characters, if we’re trapped inside one head? We’ll explore successful authors’ use of first-person voice and identify specific techniques you can use in your own fiction. We'll examine common problems and pitfalls with writing in first-person. And participants will undertake a real-time writing exercise to explore the first-person voice.

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Presence + Pitch + Platform: Develop Your Personalized Path to a Writing Career with Joey Garcia

$149

with Joey Garcia

Sunday, February 15, 2026, 2:00 p.m. - 5:00 p.m.
Hyatt Regency San Francisco, Seacliff A

Class description

Each of us has presence—that unique and revelatory way of being ourselves— but when it comes to pitching, platform, or presenting our writing projects, we don’t always lead with it. Presence is the secret sauce that establishes the credibility on which successful platforms or brands are built. It ensures genuine connection, fosters a fanbase, and attracts opportunities. In this engaging masterclass, we’ll examine several tried-and-true methods that can help us show up for ourselves and others as our most engaged and aware selves. We will then apply what we learn to drafting personalized platform plans and perfecting our writing project pitches.

Your masterclass instructor, Joey Garcia, works with literary agents and has edited for a Big Five Publisher. She will show you:

Simple, fast-acting tools to erase nerves, anxiety, and stress so those sensations don’t obscure the value of a pitch or project.
How to identify three specific topics on which you can build content for essays, interviews, or social media.
Why real platform building is not one-size-fits-all endeavor or a task for AI
How to build a platform by doing only the things you like to do.
How to book professional speaking gigs.
How to pitch better in three easy steps.
Why introverts, ambiverts, and extroverts succeed equally well in the literary world.

This masterclass will benefit writers and authors in any genre and at every stage of their careers.

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Line Edit Yourself Into Print: A Freelance Editor’s Guide for Turning “Just Fine” Writing into “Wow, What Publishable Prose!”

with Tanya Egan Gibson

Canceled

Diving into Diversity: Dodging the Dangerous

$149

with Rod Martinez

Sunday, February 15, 2026, 2:00 p.m. - 5:00 p.m.
Hyatt Regency San Francisco, Seacliff C

Class description

Diversity in writing has become a hot topic. From whether a person of one race can factually portray a protagonist of another, to dialect, to "isms" to dealing with cultures and sexual orientation. Diving into Diversity: Dodging the Dangerous flows through these subjects and more in a smooth, fun entertaining way while still keeping us on task and more importantly, keeping our readers glued to the story and not the politics.

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Niche Is Not Small: Build a Full-Time Author Career by Writing to a Very Specific Reader

$149

with June Patrick

Sunday, February 15, 2026, 2:00 p.m. - 5:00 p.m.
Hyatt Regency San Francisco, Seacliff D

Class description

Niche Is Not Small: Build a Full-Time Author Career by
Writing to a Very Specific Reader with June Patrick

The most sustainable author careers aren’t built by chasing trends or trying to appeal to everyone. They’re built by writing deeply, deliberately, and consistently for a very specific reader.

In this masterclass, bestselling travel-romance author June Patrick breaks down how writing “too niche” is often the fastest path to reader loyalty, strong backlists, and full-time income. Using real-world examples from her own career and other wildly successful authors, she’ll show how niche, fantasy fulfillment, and long-term career strategy work together.

This is not a social media tactics class and not a writing critique workshop. Instead, it’s a big-picture, clarity-driven session designed to help authors understand who they’re really writing for, what fantasy they’re selling, and how to build a career that compounds instead of burns out.

What This Masterclass Covers

1. Why Niche Is a Strength, Not a Limitation

The difference between genre, niche, and reader fantasy
Why “broad appeal” often leads to weak sales and reader confusion
How specificity creates trust, loyalty, and repeat buyers
Why niches age better than trends

2. Writing to Fulfill a Fantasy (Not Just Tell a Story)

What readers are actually buying when they buy your book
How things like setting, atmosphere, routine, food, fashion, and tone create immersion
The emotional promise that keeps readers coming back for “more of the same”
How fantasy fulfillment quietly drives binge-reading and backlist success

3. From Book to Business: Designing a Career That Compounds

Thinking of books as intellectual property, not one-off products
How niche clarity simplifies covers, blurbs, and branding decisions
Why backlists—not launches—are the real engine of full-time income
Choosing projects that build momentum instead of fragmentation

4. Building a Cohesive Author Brand Without Becoming a Marketer

How to create a recognizable “author promise” readers instantly understand
Aligning tone, visuals, and messaging without chasing every platform
Why brand consistency matters more than posting frequency
Letting your books—and your niche—do the heavy lifting

What Attendees Will Walk Away With

By the end of this masterclass, authors will:

Clearly define their specific reader and niche fantasy
Understand the emotional experience their books are selling
See how their writing choices directly support long-term income
Identify gaps or inconsistencies holding their backlist back
Feel confident leaning into what makes their work specific instead of diluting it

Who This Class Is For

Authors–debut or experienced–who feel stuck between “writing what I love” and “writing what sells”
Authors with a few books out who want more consistent income
Authors tired of trend-chasing and marketing overwhelm
Anyone who wants to build a career—not just publish a book

Why This Masterclass Stands Out

Most publishing sessions focus on tactics: ads, algorithms, or line edits.

This masterclass focuses on clarity—the kind that makes every future decision easier, from what you write next to how you present it to readers.

2026 Master Classes

Thursday, February 12, 2026, 9:00 a.m. - 12:00 p.m.

Rusty Shelton

Author, Publicist

The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego

Paige Velasquez Budde

CEO & Brand Strategist

The Strategic Business Influencer: Building a Brand with a Small Budget

AI, Social Media & the Modern Author Brand: The 10-Step Roadmap to Build Your Platform the Right Way

with Rusty Shelton & Paige Velasquez Budde

Rusty Shelton

Author, Publicist

The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego

Paige Velasquez Budde

CEO & Brand Strategist

The Strategic Business Influencer: Building a Brand with a Small Budget

Register now

Andy Ross

Agent at The Andy Ross Agency

THE LITERARY AGENT'S GUIDE TO WRITING A NON-FICTION BOOK PROPOSAL

Laurie Fox

Agent, Linda Chester Agency

Finding and Working with a Literary Agent - Query Letter Workshop

with Andy Ross & Laurie Fox

Andy Ross

Agent at The Andy Ross Agency

THE LITERARY AGENT'S GUIDE TO WRITING A NON-FICTION BOOK PROPOSAL

Laurie Fox

Agent, Linda Chester Agency

Register now

Barri Evins

Screenwriting Coach

Fun & Fearless Networking

with Barri Evins

Barri Evins

Screenwriting Coach

Register now

Mary Rakow, Ph.D.

Author, Indie Editor (fiction, non-fiction, flash fiction, memoir)

Poetics for Prose Writers

with Mary Rakow, Ph.D.

Mary Rakow, Ph.D.

Author, Indie Editor (fiction, non-fiction, flash fiction, memoir)

Register now

Thursday, February 12, 2026, 4:30 p.m.-7:30 p.m.

Barri Evins

Screenwriting Coach

The Story of Story – Essential Elements For Creating Delicious Stories for Authors and Screenwriters

with Barri Evins

Barri Evins

Screenwriting Coach

Register now

Jordan Rosenfeld

Author, Fiction Track Coordinator

The Sound of Story: Developing Voice & Tone in Writing

Fallout, a novel

How to Write a Page Turner

Revising for Voice

with Jordan Rosenfeld

Jordan Rosenfeld

Author, Fiction Track Coordinator

The Sound of Story: Developing Voice & Tone in Writing

Fallout, a novel

How to Write a Page Turner

Register now

Mary Cash

Editor-in-Chief, Holiday House Publishing

Ying Chang Compestine

Author, KidLit Track Coordinator

Growing Up Under a Red Flag

The Chinese New Year Helper

Ra Pu Zel and the Stinky Tofu

Breaking Into Children’s Publishing: What Editors Want and How Authors Deliver

with Mary Cash and Ying Compestine

Mary Cash

Editor-in-Chief, Holiday House Publishing

Ying Chang Compestine

Author, KidLit Track Coordinator

Growing Up Under a Red Flag

The Chinese New Year Helper