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Facts matter most. Every business memo has a goal. Technical, professional business writers armed with humor, logic, and story principles can use facts to prime others to agree with that goal long before it is time to argue a point or make a request. Few of us know how to capture an audience's attention using only facts. We professionals save movement, tempo, and heat for the roll-up-the-sleeve pitch. Everything before then, from claims report to executive summary to peer review study, is offered up safely...and bone dry. We miss the perfect opportunity to condition our audience to want to...