11 tips for how to keep your readers reading - Josh Bernoff
1 Scare the crap out of them.
2 Ditch the introduction.
3 Keep it short.
4 Use the reader questions method to design the book before you write it.
5 Start chapters with stories
6 End chapters with teasers.
7 Write directly to the reader with “you” and “we.”
8 Vary the length of sentences and paragraphs, and keep paragraphs short.
9 Reduce repetition.
10 Keep jargon to a minimum.
11 Avoid clichéd examples, quotes, and metaphors.