Write as simply and conversationally as possible. Remember those readers who will not be specialists in your area of research, and may not be reading in their native language. Imagine that you are describing your work to an interested friend in another scientific discipline. At this stage, don't worry too much about details of style or grammar, however. These things can be fixed at the revision stage.
Readers need a story line - a beginning, a middle, and an end, with clear links between each step. Insert headings to guide the way, especially if the paper is long. Follow your outline or other organizational aid, but treat it as a life jacket, not a straitjacket. As you write, new insights may come to mind and some previously identified topics may become irrelevant.
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