When is copy not just copy?

When it affects the interactional affordance of the element; what a user thinks the element does, what the user uses it to do & what the user expects it to do.

Changing copy on interactive elements affects navigation, the intricacies of the interaction & the user journey. This in turn affects learning, mind mapping & system understanding & orientation which in turn affects the total experience that the uses leaves with.

It ain’t just words you change when you change copy on interactive elements, it’s action.