Linguistics and linguistic frames matter. There are a few things that conservatives like. The first is a strong father figure. The second is the certainty that they can predict outcomes. There are a few things they absolutely fear (Why terrorism is easy since it breaks these paradigms). This is both disorder and things that cause personal pain, such as… insurance rates going through the roof. I have used this in my conversations, I am also leaving behind the science. Oh and a certain insurance commercial is helping.