The difference between the A* and lower grades in A-Level English - and the following is true for both the exam and coursework - is the ability to do two things:
an analysis of techniques of language, structure, and form that make a point, use evidence, and then relate the point to a wider argumentative interpretation of the text as a whole - it is on the latter front that most students fall down, not being able to justify the significance of each piece of technical analysis. A description of the story, or a description of a particular image etc. without analysing its effect, structural importance, and so on, says exactly nothing.
constructing a coherent overall argument first, before attempting to shoehorn the various techniques of language, structure, and form into the answer; you do not have to write down every idea you have, but rather you need to prioritise your close, analytical interpretations, and the way to do this, in an exam, is to devote anywhere between 1/3 to 1/2 of the permitted time to planning. Try to construct a triparte structure based around three related points (all relating to an overall argument that you must first identify).
engaging with the specific terms of the question: this point is perhaps often mentioned by teachers, and for good reason, since many, if not most, students tend to have a pre-written essay in mind and attempt to transform it slightly to the terms of the question. The truth is that this is always evident to anyone paying attention: there will be certain tangents that do not seem to naturally proceed from the question, in which case it seems the student has either a) misunderstood the question and/or not prioritised the particular ideas of his or her overall reading, or b) not bothered to think of anything original in the exam hall and is drawing from a half-remembered rehearsed essay.
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