That spell is a homonym should be the first clue. To cast a spell is to make the words. The Word has always been the most powerful magick sapiens use. It is not unique to us, but we seem to use it par-excellence. And we are, of course, the only species that writes. Words allow us to have extremely complex thought patterns.
Mighty is Djheuty, who is master of the Word.
And by far, the best thing we learned to do with words is tell stories. People will always stop and listen to a story. Make it entertaining. Use the old spell. The Monomyth. The hero has a thousand faces, but the story remains the same. The call to adventure… The descent into the underworld… The promise of rebirth….
So yeah, as my gnostic friend says, “Write your own story. Live your own myth.”