Use the most precise word you can think of. By experience, I don't really mean that you must have really done whatever you write about. But, for example, if you are writing about jumping out of an airplane and in real life you haven't yet, use your own memory of times you have felt fear or excitement in your description of edging out onto those steps 10,000 feet above the ground, looking far, far down, biting your lip and taking the plunge into the clouds, and feeling the wind roar past your ears as you freefall. People appreciate good, hearty, basic writing. Strong, simple writing has power.
Focused writing keeps the reader's interest.
Simpler writing can draw in a reader, allowing her to get really involved in the story. Writers don't have to tell the reader everything. Leave a little mystery. Let the reader fill in the blanks, and thus take part in the writing. Show without telling the reader directly.