Make sure media weight is within specification.
Fan media to remove dog ears or edge welds. This also helps prevent sheets from sticking together.
Verify paper level in tray is below max fill line.
Verify side guides in tray are set to correct media size and not too loose or too firm.
Make sure the paper isn't wavy, curled, or damaged. If so, flip the stack or replace it.
Select a different tray source.
If using short-grain paper, try to replace paper with long-grain equivalent.