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Principle 2: Choose language and media carefully

We tend to assume that if a person speaks a language as their mother tongue they will want to read in that language. Not true. Often people read and write in one language but speak another in preference. The language they are literate in is often the lingua franca of the country or region. Also some churches operate mainly in that lingua franca. People's heart language may be different, however. This means having different products in the various languages and using audio or video as appropriate. The print Bible isn't necessary in all these local languages.

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