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.