Work a little harder when using bald words to communicate. Use Bill Jensen's CLEAR model.
The European Union is giving marketers the world's best excuse to reconnect with customers

Loyalty tests and purchases

For most of us, loyalty is earned. When someone has shown themselves to be dependable and trustworthy, we begin to feel loyal. We prefer to work with them, and eventually, we may stick our neck out for them. 

When someone tests our loyalty or tries to purchase our loyalty, that generally means they know they can't earn it.