Effective writing is readable — that is, clear, accurate, and concise. When you are writing a paper, try to get your ideas across in such a way that the audience will understand them effortlessly, unambiguously, and rapidly. To this end, strive to write in a straightforward way. There is no need to write about science in unusual, complicated, or overly formal ways in an effort to "sound scientific" or to impress your audience. If you can tell a friend about your work, you are off to a good start.
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