Communications Process
It’s not what you say. It’s how you say it.
Our choice of words matters, a lot. I know you’ve heard me say it as regularly as the meditation bell, but this time I’ve got Mr. Rogers and a cognitive scientist with me. 

“Think about it this way: Something that has a “95% effective rate” will sell better than something with a “5% failure rate... “A frame is a mental structure that is represented in the brain by neural circuitry. Frames shape the way people see the world, and consequently, the goals we seek and the choices that we make.” That’s George Lakoff, a professor in cognitive science and linguistics at the University of California, Berkeley, writing in his book Don’t Think of an Elephant!

And, he backs up my way-too familiar assertion that conservatives understand and use mental frames far better than progressives do. 

Donald Trump is a master framer. If for no other reason, we need to learn to do the same. 
Article: This is How Tiny Changes in Words You Hear Impacts Your Thinking