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Help answer this question below.
It should be concise, professional in style and heartfelt. Your goal is to persuade the reader to re-evaluate their decision.
You want to convey in a factual and professional manner exactly why you feel their decision is flawed, yet you need to also create an emotional bond with the reader to try and build a sense of compassion or connection. The goal is to persuade the reader and that requires a factual presentation that also creates an emotional connection while also maintaining the reader's interest.
It is a fine line to walk, but effectively doing so will not only result in a letter whose contents may sway opinion, but also in a letter that is an example of the excellent quality of work that the write is capable of.
And, as another answer indicates, it is critical to know your audience when attempting to persuade them.
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