Making a Reader Care
It's not WHAT the reader wants, it's how badly they want it...
About making the reader care, Janet Burroway says it perfectly.
Discussion and a story model below.
"In fiction, in order to engage our attention and sympathy, the protagonist must want, and want intensely. The thing that the character wants need not be violent or spectacular; it is the intensity of the wanting ..."-Janet Burroway
from Writing Fiction: A Guide to Narrative Craft
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