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Okay, the thing I use for my story, is suspense. Loads and loads and loads and loads of suspense. That keeps your readers pulling out their hair and reading it the second you publish a new chapter. Suspense is your friend. Also, as Del said, make your characters very round and complex. For my first story, I made myself and my brother have two sides to them. I'll leave it to you to find them, but people like characters that they can relate to. Make your characters interesting. If you do that, people will like the character, and then if you do something to the character, well... it can break their hearts. Also, throwing in a little bit of humor never hurts. Obviously, you don't want to turn an action story into a comedy, but throwing in a pun or two can always make your story a bit more fun. And of course, most people like epic battles, so practice those.
Hope that helps!
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