Why is it important to make a moral case by, for instance, making use of the word “morally”?

The purpose is to create a moral groundswell, so it’s critical to make it part of your message even if it makes the reader (and you) a tad uncomfortable. And the fact that it’s unusual will make it stand out. The first time it is received, it may be disregarded. But if a second or a third arrives from fellow moral crusaders, the message is more likely to get noticed.

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