Advice on how to turn down a job offer

Hi Reddit Family,

I'm in need of some advice please. I've been in the running for a higher up position in finance. The process has been ongoing for about 3 months now. We are in the final stages, but I don't think I truly want the job anymore. I don't work for the company, so it's not a promotion. How do I kindly tell them thanks but not thanks? The reasons behind not wanting the job are solely personal and took a lot of thought and reflection to really know I don't want this anymore. Sound advice please.

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