The detail. Word usage, clarity, style, readability, sentence construction, repetition, grammar, punctuation, spelling, logic, consistency.
The bigger picture. Plot, pacing, character development, story flow, inciting moments, turning points, recurring motifs, peaks and dips, acts and sections.
WRITING AND REWRITING
The tricky stuff. Chapter titles, blurbs, taglines, promo copy, websites, author profiles, character biographies, series overview, front and back matter.