Tell the story that appeals to you most. Don't be swayed by the publishing trend of the time - it'll have been and gone by the time you finish writing a first draft. And don't worry too much about your target market either when starting out. Write the book you would most like to read.
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Bring your characters to life. Read your dialogue aloud to make sure it sounds realistic, and flesh out characters' personalities by adding tiny telling details. Watch your friends, family and random strangers and analyse their mannerisms, figures of speech, whatever makes them unique - then bring this sort of description to your fictional characters.
Add in a few twists and turns. We all love a good twist in a plot when you're taken completely by surprise. Construct a few for your story to keep readers on their toes.
Persevere. There inevitably comes a point in any novel where you have your doubts and become convinced you're writing the worst book ever. Almost every author I've ever met has days like that. The trick is to push on through and keep writing. Tomorrow will be better.
Biscuits. Make sure you have plenty. See also: good walking shoes for when you need to walk off all the biscuits, I mean, mull over any tricky plot issues. Somehow a brisk, arm-swinging hike always seems to get the brain working far better than sitting staring at your laptop in despair.
Let yourself make mistakes. I am not a rigid planner and often take a wrong turn in a book. This may involve a plot dead-end that needs rethinking or a major character who isn't quite working and ends up being deleted. It's frustrating having to ditch thousands of words when this happens (understatement of the year), but sometimes it's only by going the wrong way that you realise which the right path actually is. Reminds yourself, as I have to do, that mistakes are all just part of the journey.
Pace your story. You want a reader to keep turning the pages, so create moments of high tension and try to end chapters on a cliffhanger, then switch away to a new viewpoint or scene so that a reader is compelled to find out what happens next. And don't give in to the temptation of rushing through your ending because you're desperate to finish writing - make sure all loose ends are properly tied up.
Celebrate reaching the end of a first draft. You did it! Print out your entire manuscript and admire it for several glorious minutes. Well done. Pat yourself on the back and feel proud. Now pack the whole thing away out of sight and try not to think about it for at least a week. Then…
Edit ruthlessly. Use that red pen to slash out any waffle, any over-long scenes, any chapters that don't move the plot forward. Pare down your writing so that every sentence has earned its place. Try to be dispassionate about the mountain of rejected pages on your floor. Editing is constructive rather than destructive, despite how it may feel. Once you've cut, you can buff up what's left. Add in extra sensory details to bring scenes alive. Take the time to make your work as perfect as you possibly can - this is a crucial stage!
Do your research before sending your novel into the wider world. Which agent might be right for you? Which publisher? Don't just settle for the first person who says yes - make sure you get on with them personally and respect their opinion. And good luck!
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