Direct language convinces people more than tentative phrasing. Saying "we're coming to town" beats a wordy alternative because it sounds confident and authoritative. Word choice shapes how persuasive you sound.
It emphasizes this at all costs. There's just something different in the language you use. Like it's more convincing. You have more authority when you say we're coming to town versus we sure would like to find someone pretty in your market to hang our banner over the top of because of their production.
