Wikipedia: Henry Söderlund

Here is great advice on the craft of writing from George R.R. Martin.

In summary of a key point in the video, writing is about creating strong emotions, such as when a character dies or is murdered you should feel for that character. Either if it’s sorrow or relief.

So to create memorable and engaging fiction the reader needs to be able to experience what they are reading. The sights, the sounds, the tastes, the feelings or the smells and how these relate to the scene on the page.

As a writer, you paint with words and evoke emotions. Thus creating memorable scenes, characters and stories that live on with the reader.