Mark Billingham

In America, they have specialist mystery book stores with whole sections devoted to cat mysteries, golf mysteries, quilting mysteries. It's a hugely broad genre from the darkest noir to tales of a 19th-century vet who solves crimes, thanks to his talking cat.

When you think of a great twist or a red herring or a way of misdirecting the reader, it is good, but you know that they are just tricks at the end of the day, and the way to keep interest is to write characters that people care about.