- Mind your style and grammar
- Don't be too informal (or too formal!)
It goes without saying (or it should!) that any academic publication should be written in formal language. You are writing, not speaking, so avoid anything which looks too informal. However, be aware also that going too far in the other direction can be a problem too.
Your task as an author is to convey complex ideas in a clear and concise manner – it's a question of balance. You are not trying to make yourself sound clever at the expense of your reader. Your job as an author is to communicate with your reader, to ensure that they fully understand your research by the time they have finished reading your paper.
Finally, make sure you make sense. If you try to write something which you don't quite understand yourself, you will almost certainly end up with a sentence that doesn't make sense itself.