Needs, Wants and the Absolute Importance of Relevance

Case in point: I’ve been receiving a fair number of “Air Gram,” “Priority Urgent Gram” and “Emergency Message” packages from various organizations. They’re classics, effective in the aftermath of disasters, and many of us have used them successfully in a variety of situations.

However, some being used recently to address the impact of the recession are failing to meet the relevance test. For example: “I rushed this Emergency Telegram to you early this morning because I need to hear from you within the next 72 hours.
“You see, our budget indicates that we must raise $25 million soon toward …”