Be respectful: Use an appropriate tone to suit your audience and purpose.
Be generous: People often put their own interests first. What can you offer your readers to help them change their mind?
Be modest: No one will listen to an arrogant, impolite big-head.
Be personal: Persuasion works best when you know your audience well so consider your reader as your friends.
Be concerned: Show that you share your reader's concerns - even if your view is different.
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