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Refinement > Words and language - Pg. 110

Words and language Words and language Messages are communicated not just through simple semantics. Our choice of words and language and the tone with which we deliver them all offer deeper meaning to what we are saying. Finding a `voice' A message can be expressed in many different ways or with a different tone of voice; for example, with authority, with contrition or with optimism. At times we like to feel that someone is in control but at other times we do not like to be told what to do. Finding the right voice is important in order to relate to the target