You can say "Tell me" but don't "tell it"
"Just tell it...
You can say "Tell me" but don't "tell it"
I would go for say it...
OK, maybe it's correct. I'm just saying what I would use.
I hardly ever can hear tell it without to somebody in addition.
"Tell it like it is" is pedominantly American. "Say it like it is" is predominantly British.
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