In my role as a business coach and teacher, I'm often asked about marketing. More specifically, I get asked about how to build a compelling brand that turns social media followers into fans and then buyers.

In my experience, small businesses make some big mistakes when it comes to marketing. This includes not having done their market research, not promoting themselves enough and failing to nurture a relationship with their followers.

Once small businesses take care of that, then it becomes all about the small details. I was recently helping a colleague and business owner see this for herself. She's done all the big stuff, but what's missing is the subtle things that make a huge impact over time.

Here are some subtle, but very effective, marketing techniques you may be overlooking in your own marketing plan.

Use the same language your market uses.

One of the most effective marketing techniques I have seen and used in my own business is to use the same language my market uses.

For instance, I was hanging out with a friend who just so happens to fall into my target market. While they aren't a client of mine, they did say something that perfectly expressed how I knew my market was feeling. He seriously nailed it with just one sentence.

So what did I do? I used his exact words in an Instagram post I was using to promote a live webinar. I did this to invoke emotion and touch something at the core of my audience. I also did it to relate to them. Needless to say, it worked. I ran out of seats for the webinar.

Have an "attractive character."

We're living in a day and age where if you want to move people you need to invoke something deep in them. Not to mention, they need to actually like you. Long gone are the days when small business owners could hide behind the names of their businesses, now people want to relate to the person behind the entire operation. They want to feel a connection with you.

This is where the idea of an "attractive" or "charismatic" character, as coined by Russell Brunsun, comes in to play. These characters are essentially leaders, and they have certain elements that make them very attractive to the audience.

Some of those elements include a struggle, a common enemy, and a prolific idea. There are a few other elements which Brunsun further explains in his book, "Expert Secrets", but all you really need to know right now is this character is relatable and can rally people for a cause.

Address objections before you even get to selling.

A big part of effective marketing is knowing your market better than they know themselves. This includes knowing their main objections to purchasing from you and addressing them before you even get to the selling.

For example, I know a big excuse I'm going to get when I pitch business coaching is that it's too expensive. I turn that around and create a blog post or email that explains how to afford a business coach (what they know they want and need) without going broke (what they want to avoid).

If you really want to be effective, you'll also want to know the emotional fears behind common objections and address those. For example, someone may give me the excuse "I can't afford it" but what they are really thinking is "This is overwhelming" or "I'm afraid to fail." Knowing that, I can create content that addresses those fears.

In addressing fears and objections through my marketing, it makes the sale a whole lot easier down the road because their concerns and doubts have been addressed.

Final Thoughts

These subtle and often overlooked marketing techniques can make a major impact in building a movement around your business. You need to look no further than Apple to see how this works in real life.

Published on: Aug 28, 2017
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.