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SOMETIMES WHAT YOU have to say and how you say it matter less than why you’re communicating in the first place. Your job then becomes to identify why and clearly relay it to your audience to compel them to take some kind of action.

Consider the following two calls for funding:

1.   The American Red Cross provides services in five key areas: disaster relief, support for America’s military families, blood donations, health and safety training, and international humanitarian work. Donate today to sustain the vital ...

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