To my students I often prescribe Aristotle's Poetics. However to general audience, there are a bunch of those often include:

• Strong dramatic content: A story that captures attention with conflict, tension, and surprise.
• Varied rhythm and structure: This keeps the narrative engaging and unpredictable.
• Believable, memorable characters: Characters should evolve and be relatable to the reader.
• Effective story sections: Important moments in the story must be impactful and well-executed.
• Deepened plot with subplots: These add complexity and richness to the main narrative.
• Every line of dialogue counts: Dialogue should be meaningful and advance the story or character development.
• Immersive setting: The world-building should be vivid and transport the reader.
• Conflict and tension: These are essential for keeping the story dynamic and driving the plot forward.
• A compelling hook: The beginning should intrigue the reader and make them want to read on.
• A strong voice: The narrative voice should be distinctive and consistent.