Should

Should is the most difficult, coercive, deceiving word in persuasive communications.

And probably in life.

People should like this.

Customers should buy this.

Supporters should give to this.

Readers should love this.

My audience should grow because of this.

Each and every should is there to convince us we deserve attention, we've tapped into the secret, and if they don't, it's their fault not ours.

Should is the most difficult, coercive, deceiving word in persuasive communications.

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