If you are not well known to your audience,the message should rely more on the strength of your reputation,allowing the audience to learn more about you as an expert.

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If you are a highly regarded technical expert with years of experience, you might use the direct approach in a message to top executives. In contrast, if you aren't well known and therefore need to rely more on the strength of your message than the power of your reputation, the indirect approach will probably be more successful.

If You Are Not Well Known to Your Audience,the Message