Pay attention to the impact of word substitutions. Slight changes can sometimes significantly alter the meaning of your message, thereby changing the impact and the results produced. Following are 3 examples: Try vs. Examine – Trying is less of a risk and requires less perceived work Think vs. Thought – ;Think; is present tense and implies immediate change Replace vs. Substitute – Replacing suggests an upgrade. Substitution suggests the next best thing – a step below.