Loading Words are very powerful. Words can start or end wars, begin or end marriages, and have been known to heavily influence marketing.
Here are some examples:
Death tax vs. Estate tax
Energy Exploration vs. Drilling for Oil
Stimulus Bill vs. Spending Bill
And it can go on and on. One set of words can instantly
conjure up emotions, beliefs, ideas, and feelings.
Choose your words carefully. What emotions do you want
your prospects to be feeling –
what thoughts do you want your prospects to be thinking when you are talking to them, or when they are watching, listening, viewing, or reading your marketing piece.
It is best to start with the end goal in mind and reverse
engineer this backwards.
Ask yourself how you felt above when you read the words to yourself.
Politicians know this trick very well which is why they strive to utilize it all the time. The labels we use are VERY powerful.
If you have any doubt in this, be careful or you could end up ending a marriage — or starting one, too. 
-Matt
