The secret is to not work from what you’d like to do, but to work backwards from what your players want to do.
Seriously, throw out all the prep you have that isn’t landing, and just ask your players what kinds of things they want to do. Then, make stories inspired by the actions or accomplishments they want to undertake.
… This does require that your players have some idea of what they want to do, though. If you have checked out or uninvested players, there’s essentially nothing you can do I’m afraid.
So now I will soapbox to the players reading this: Your job is to be invested in the game. If you don’t put energy into being invested, you’re not fulfilling your side of the arrangement at the table.
I recently had a player tell the group they were afraid of pursuing things because they didn’t want to waste the group’s time. I’m like who hurt you.
I mean, you do have to read the room a little and if you’re the only one that wants to go to the knitting festival maybe sell it harder or yield. But just quietly being unhappy isn’t fun for anyone.
I often won’t be very assertive at the table and it’s not because I’m not invested. It depends on the group, but if I feel people won’t be interested in what I want I just don’t bring it up.
Tremendous advice from The Alexandria echoes what other folks are saying here: Don’t Prep Plots.
Basically, prepare scenes and think of what is going on outside the frame (basically, what are the NPCs and factions up to while the players enjoy their shopping trip?). That helps you avoid overthinking it and wasting prep time. It also makes the world more responsive to player actions.
I have a piece of counter advice that allows you to on occasion plan a plot point. Generally your PCs are most invested in their beloved NPCs, either from backstory or the plot you’ve developed. If you have a cool idea, these NPCs can often be inserted into it and offer exactly what the players enjoy.
That’s a great idea. The players have invested in the NPC, so make that pay off by involving them in the story.
What I’m hearing is have the BBEG murder them.
When players might be reading, we say “involve”.