Refer to the loss or tragedy directly but sensitively - In the first sentence of the message mention the loss and show yours feeling or personal reaction that what you think about that whole situation.
For deaths, praise the deceased - Describe positive personal characteristics and write good about him/her. for the example - Tony was a forceful but caring leader.
Offer assistance - Suggest your availability, especially if you can do anything related to issue, specify that clearly in your message.
End on a reassuring, positive note - Perhaps refer to the strength the receiver finds in friends, family, colleagues, or religion.
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