“Like a pigeon, something to admire as long as it isn’t over your head.” Anonymous
The most common mistake that an author would do unintentionally is failing to identify the audience. If your article is for a particular journal then the first thing to do is to subscribe to that journal and check out the published articles. Get to know the styles they use and the issues they focus. By doing this you will identify the group of readers that the journal is intended for : pure scientists, engineers, educationists or academic in general. The audience may not academic altogether so the tone of your paper should be of layman type without much of the technical jargon and what not. Most articles are rejected because they are not suitable for the audience : too technical, too general, nothing about computers or very little related to our journal’s genre etc. Do your homework before writing would help to improve the language and style of your presentation.