Practical Sales Training™ > How to connect with your buyer > The “People Like You” Effect
The “People Like You” Effect
Buyers relax the moment they feel understood. The “People Like You” Effect works by making one thing happen. So a specific type of buyer feels singled out.
You’re not talking to everyone. Instead, you’re speaking to the exact person who recognises themselves in your words.
What Is It
The “People Like You” Effect means speaking to one specific type of person. So that’s whoever actually uses your product or service. Also, you define that type by behaviour, motivation, pain points, or how they think.
Think “fashionistas.” Or think “fishermen.” Any identifiable group with its own traits counts.
Why Does It Work
It’s an extension of The Empathy Effect. So speaking directly to a specific type of buyer shows you understand them.
Knowing what they need, before they say it, builds real confidence. It also creates connection fast.
So this is the one place in sales messaging where jargon is welcome. Industry language and insider terms actually help here. So they prove you belong in the buyer’s world.
How Can You Use It
Use Language That Singles Out Your Buyer
Try phrases that call out a specific type of person directly. Something like: “If you’ve ever thought X, then you already know Y.” Or try: “We work with people who…”
Make It Specific, Even Obscure
For fishermen, that might sound like: “Have you ever run out of XC-2 bait hooks? We supply replacements and repairs for that baiting system.”
So this doesn’t need to make sense to everyone. The right person recognises it instantly, even if it feels obscure to anyone else.
When It Works Best
This works best when you can clearly define your ideal buyer’s world. So the more specific the language, the stronger the recognition.
It also works well in niche or hobbyist markets. Insider language already exists there, and buyers expect to hear it.
When It Becomes Dangerous
This backfires if you use jargon you don’t actually understand. So buyers spot a fake insider instantly, and trust disappears.
It also fails if your “type” is too broad to mean anything. So a vague group doesn’t feel personal, and even fewer people feel singled out.
Common Mistakes
Trying To Speak To Everyone At Once
Broadening your language to include every possible buyer weakens the effect completely. So pick one type, and speak only to them.
Using Jargon Without Understanding It
Borrowing insider terms without knowing their real meaning gets spotted fast. So only use language you’d be comfortable explaining yourself.
The “People Like You” Effect – An Example
One company uses imagery alone to convey exactly who they’re targeting. So their marketing shows exactly who they want browsing. No words needed.
See also
- Client Avatar
- Negative Avatar
- 150+ ways to connect with your buyer
- 100+ ways to get your buyer to take action
