Who would you be sadder to see die: Daenerys Stormborn or Bran Stark?
For me, it’s Daenerys, all the way. I care about her. I’ve rooted for her since we first encountered her. She has a story I have embraced, and I want her to succeed and become queen.
As for Bran, his character (in the TV series, anyway) is so underdeveloped (though with great promise) that I simply don’t care about him. We haven’t been given enough to buy into him emotionally, at least I haven’t. His great knowledge has yet to be shared, and since he became the three-eyed raven, he is cold and aloof from everyone. Will he live, or will he die? Meh. (Even as I write this, I am aware that there could be a HUGE surprise awaiting us where Bran is concerned. Still, as of this moment, I say Meh. I might retract it, I know.)
Brianne of Tarth, on the other hand, has just been sent into harm’s way. Not Brianne! We want her to marry Tormund Giantsbane and have giant warrior children! They’re not main characters, but oh do we care about them!
When you are writing your characters, whether hero or villain, or even secondary characters, try to make your readers care about them. If readers become invested in your characters, you’ll keep them engaged in your story. If not, it won’t matter how wonderful your story or plot is, the reader will be able to put the book down and walk away.
We recently watched “Rectify” on TV. The characters were so engaging, even damaged, that we found ourselves talking about them as though they were real, discussing their reactions and fears, eager to watch the next episode to know how they were getting on. Now that’s good writing!
Even less-dramatic shows, such as “Better Call Saul,” can have us caring when someone does a favorite character evil. Are the stories unique and memorable? Not always. But they make us care about the characters and remember the plot because of those characters.
In your writing, do your best to bring your characters alive. Make your readers invest in them. Good or evil, your characters will make you story memorable.