Consider the reader.
What does that mean?
Some suggest you put a photo of one person on your computer. Write for that person. Don’t write for a group, for example, truck drivers or doctors or ‘the middle class.’ Write for one specific person. Let’s say you want to write for ‘Fritz.’ Put his picture up. Will Fritz understand what I just wrote? Will he laugh at this joke I’m making? Will he remember in Chapter 19 that the woman had another child as I wrote in Chapter 2?
Consider the reader. Don’t strut your clever literary style, but on the other hand, don’t be afraid to try something new.
Consider the reader. Most people read for story. Not for your opinion on the government or on new cars or on divorce. The story comes first. Author, don’t get in the way of the story.
Consider the reader. Write in scenes. We readers don’t want you to tell us the story – we want to be there. To feel the blow the hero gets, to feel with him as he lies on the ground, and to rejoice with him when he punches the bad guy’s lights out.