The words become compelling, and this is partly because of the nature of language. Words have the power to evoke images, sounds and feelings in the listener, as every poet or advertising copywriter knows. They can start or break up relationships, sever diplomatic relations, provoke fights and wars.
Language is a tool of communication and as such, words mean what people agree they mean.
It is a shared way to communicate about sensory experience and concepts derived from it. Without it there would be no basis for society as we know it. We rely on the fact that our sensory experience is sufficiently similar for our maps to have many features in common. We give words meaning through their anchored associations to objects and experiences throughout our life, and of course we all have different experiences. The fact that people do have different maps and meanings adds richness and variety to life.