Not sure if you’ve read a great book by Frank I Luntz, Words that Work
It has the strap line “It’s not what you say, it’s what people hear.”
His key point is to place yourself in the listener's situation and understand his or her deepest thoughts and beliefs.
We tend to focus on the words we choose and neglect the filter that our audiences will apply to our message.
People don’t just listen with their ears.
They listen with their hearts and minds.
So we must never assume that our message will be received without subjective interpretation.
Stop thinking about what your message sounds like, and start thinking about what your audience will hear.