I disagree with you. Language matters in politics and Republicans have neglected it for several decades and it’s why they have won 1 Presidential popular vote in 30 years. It’s not 1980 anymore. You can’t just talk about tax cuts and hope people vote for you.
People are constantly inundated with information shaping their perspective, today. You can’t tell them what to think, but you sure as hell can tell them what to think about. Gun Rights, MAGA, Far-Right, white nationalist, women’s right to choose, Trumpers, the many phobia’s are all examples of this. Conservatives need to learn to play the game better and woke us an example. Of course liberals don’t like it, that’s the point. Attach negative emotions to the other side when you hear the words.