YES YES YES--it's not enough to merely be aware of the connotations of your words. You must also be aware of any unintended information conveyed through their use.
For example, despite being synonyms, the use of the word "demand" in this context exposes one as an amateur. It doesn't matter if you think this is unfair. It matters that you know all information conveyed, directly or indirectly.
(This is incredibly good writing! Great business writing exhibits the characteristics of great code: as simple as possible but no simpler, and unambiguous. Reading this post is worth your time just for the chance to see an example of a relentlessly relevant post.)