Crossword Genius

Say it’s a cinch, for all to hear (6)

Ross

I believe the answer is:

assert

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'say' is the definition.
(I know that say is a more specific form of the action assert)

I cannot understand how the remainder of the clue works.

Can you help me to learn more?

(Other definitions for assert that I've seen before include "State firmly and with conviction" , "State firmly, aver" , "Maintain - allege" , "Affirm, allege" , "Declare, state vigorously" .)

I've seen this clue in the Evening Standard.
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