People buy non-fiction books because they are interested in your topic, they want to know interesting points and unusual facts and that requires an in-depth knowledge.
Most subjects of non-fiction books will have a devoted following and you need to make sure that they know about your book, so link to it everywhere and often.
Starting your book with "Did you know Henry VIII had six wives isn't going to get you many readers, you should only write a book on something if you are adding something new to what is already out there.
No one wants to read a boring account or a dry piece of writing that puts them to sleep, however being interesting is subjective. Know your audience are you going only for people already interested in your subject or to try and get new people interested.
People respond the most to passion, it is why they have picked up your book. If you don't have a love for your subject they will not bother listening to you about it.
As stated above your subject will likely have many fanatical followers, they will be reading your book and if they find a fact that is wrong they will be very vocal about it - you can not research enough.
It is better to have less information than wrong information, if you can not prove your claims it is best to leave them out, even one out of one hundred facts being wrong can leave your book open for criticism.
If your book can be read aloud and understood then it is likely to be written in an easily digestible format.
If you are targeting casual readers there is no point only having fans read your work, to target casual readers as well you need your work to be understandable to people who have no interest in it at all.
Pictures bring things to life for most people quicker and easier than the text and adding references so interested readers can view more will also help engage readers - but make sure that they stay relevant and that the text is still king.
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