Understand Your Buyer > How to connect with your buyer > The Slang Effect

What is it?

The Slang Effect is all about using the slang words and technical jargon that your audience use.

Why does it work?

It works because it demonstrates empathy and helps you to identify (or not) with the type of people who should buy the offering. It’s literally a case of “speaking the language” of your potential buyer.

How can you use it?

Depending on your offering and your audience, could you use non-offensive slang (or technical jargon) to communicate with them? Some examples of slang can be found here.

Example: The Slang Effect

Business Type: Gym / Personal Trainer
Target Audience: Young adults (18–30), social-media-savvy fitness beginners

How they use it:

Instead of saying:

“Build lean muscle and improve cardiovascular health in 12 weeks”

They say:

“Get shredded, ditch the dad bod, and level up in 12 weeks. Let’s gooo 💪”

They also use phrases like:

“Leg day isn’t optional”
“Smash your macros”
“Zero fluff. Just gains.”
“Built different”
“No cap – real results”

Why it works:

Their audience uses these exact phrases on social media and in the gym
It feels relatable, real, and less corporate
It creates a sense of tribe and belonging
It positions the brand as one of them, not above or outside of their world

See also