We tend to prefer people who are like us; who are “inside” our group.
The easiest way to prove that you’re an insider is to use lingo and jargon that your audience would.
So, identify your avatar and try to get comfortable using the words they’d use. Don’t force it; be smooth… but prove yourself to be an insider by using the words your audience knows.
(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)