David Ogilvy said, “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”
Use their language
TLC Tender Love and Care for pet lovers out there
Schmuckers for Magic:The Gathering Players out there
Where can you research this?
Your crowds' custom facebook group, quora, forum, product reviews.