The use of language is rooted deep within our brains. Humans are wired for language and operate based on language. Beyond its primal origins, however, language also has profound cultural moorings. Mere phonetics and pronunciation have an impact on the perception and profitability of companies.
There are lots of different types of conflict. Many of these conflicting elements are created by the lack of trust. The only way to reduce friction in such categories (copy, cognitive, design, etc.) is to increase trust. That’s why trust is so important. Your livelihood as a marketer depends on trust, and it depends on understanding, earning and keeping that trust.
Every new customer represents a person whose trust has been earned. Every return customer represents a person whose trust continues to be held.