Make your reader root for your main character(s). The character must stretch out their arm toward their goal, as far as they can to reach, until their fingertips barely brush it. Make your character want something so much that your reader wants it, too.

When your character trips and stumbles and stops to question themselves, the readers will hold their breath to see how the character will respond.

Push your character to their very limit, and then a little bit further; for good measure.

When your character hits the bottom, they should scrape themselves back together and get back up. Give readers a reason to believe in your character. Readers will root for a character that just won't give up.

If your character is challenging your plot, your plot should challenge your character. That's right! Show the character who the boss is, lol.

Leave a trail of intrigue, of questions, of “what if?” and “what next?” Who doesn't love a little mystery, right?

If a character loses something (a battle, an important memento, part of themselves), they must eventually gain something in equal exchange, whether for good or bad.

Don’t feel pressured to kill off a character (especially simply to generate emotional appeal). A character's death should serve the plot, not the shock factor. Like anything else in your story, only do it if it must be done and there’s no other way around it.

What’s the worst that can happen? Well, make it happen. Just make sure that the reader never loses hope.