Easier Said Than Done: The Magic Words of Fundraising
These two words one good, one bad have the power to boost or destroy your messages.
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Jeff Brooks
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(While researching the word "you," our scientists discovered that the power only resides in the singular form of the word, not the plural, which is flabby and lifeless by comparison. You'll note that "you" singular and plural are exactly the same in most dialects of English. Nevertheless, one has the magic; the other doesn't.)
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