Marketing to Introverts: Seven Marketing Pitches That Leave Introverts Cold
By Marcia Yudkin
According to Dr. Marti Olsen Laney,
introverts make up roughly 25% of the
population. Yet when you look
at high-IQ people and high earners,
the percentage is far higher.
So if you hope to capture the attention and patronage of introverts, it's vital to
downplay or avoid marketing tactics that don't influence them to buy -- or send them
running in the opposite direction.
Unlike extroverts, who thrive on social interaction, introverts recharge their batteries
by being alone. They tend to be more private, quiet and to-the-point than extroverts.
Here are seven types of marketing pitches that are common in Internet marketing --
and elsewhere -- that leave introverts cold.
1. Earnings brags.
Screen shots of earnings as they appear in a shopping cart program or merchant
account report are pervasive in Internet marketing promotions. Some proponents of
this tactic claim that this is the only way to prove that the seller is as successful as he
says. Introverts aren't swayed by such "proof," however, because someone who shows
exactly how much money they made is utterly unlike them. To the introvert, what such
a person made doesn't indicate how much they themselves might make. The introvert
is far more likely to take an interest in customer testimonials from people who sound
like themselves.
2. Name dropping.
Introverts make decisions on substance, not on who knows who, so referring
constantly to big-name people as your friends doesn't influence them at all. Likewise,
some speakers boast that they "shared the stage with so-and-so," but to an introvert
that is no credential -- not even a weak one. Trotting out the names of famous clients
and sharing things they said is considerably worse, because it gets introverts thinking
that you do not respect confidences.
3. Numbers served or sold.
A bio in a direct mail piece I received yesterday starts off: "Dr. X currently owns and
operates a clinic in Y with over 20,000 patients." To an introvert, this fails to impress at
all. Who wants to be one of 20,000? Introverts dislike being part of a herd, following
the crowd or being treated as a number. If this bio said instead that Dr. X deliberately
keeps his practice small, so he can give each patient personal attention, and that there's
a waiting list of several months to see him, that would make him far more interesting
to the introvert.
4. Saying large is small.
"We're limiting this seminar to just 150 people, so act fast," said one promotion I heard
recently, but to an introvert that statement is totally absurd. A room containing 150
people is a crowd, not by any stretch of the introvert's imagination an intimate event.
To the introvert, any group larger than about 12 is no longer small. It's fine to run large
events. Just don't call them small!
5. Pressure to decide fast.
Introverts have certainly been known to make impulse buys, but since they pride
themselves on thinking things through, they resent and reject pressure to make up
their mind before they're ready. Introverts generally want a lot of information before
pressing the "buy" button, and if you use a countdown clock saying there's only X
minutes or hours until the offer goes away forever, they're gone instantly, never to
return.
6. Talking head videos.
Since introverts usually love to read and can read quickly, they feel tortured when a
web site conveys crucial information in a video that could have been conveyed in text.
They don't hate the video medium in itself, only when it seems to be used out of
laziness or self-aggrandizement rather than to show something that couldn't be as
easily communicated any other way.
7. Too much personal information.
Introverts prefer you to get to the point. Therefore, when you go on and on and on
about your spouse, kids, pets, vacation or new yacht they tune out. If you want
introverts as clients, beware of revealing facts that may reflect badly on you, even if
you believe you've cast them in a positive light. For example, you may think
discussing having gone bankrupt makes your current success more impressive. The
introvert may not be able to get past your confessing this failure so blithely, since this
is something they'd never abide others knowing about themselves. For introverts,
either minimize the personal revelations or segregate them in a section of a newsletter
or web site they can skip.
My own clients tend to be about 75 percent introverts, and this probably has to do with
how easily introverts can identify that I'm someone like them whose success they can
model. Take a look at the personality profile of your own customer base and how you
market, and you may well find some eye-opening patterns.
You may certainly decide to continue to turn off introverts, but do make that a
conscious choice rather than a side effect of simply following popular marketing
tactics.
About The Author: A bookworm as a child, Marcia Yudkin grew up to discover she had a
surprising talent for creative marketing. She's the author of more than a dozen books, including 6
Steps to Free Publicity, now in its third edition, and Persuading People to Buy. She also mentors
introverts so they discover their uniquely powerful branding and most comfortable marketing
strategies. To learn more about the strengths and preferences of introverts, download her free
Marketing for Introverts audio manifesto:
By Marcia Yudkin
According to Dr. Marti Olsen Laney,
introverts make up roughly 25% of the
population. Yet when you look
at high-IQ people and high earners,
the percentage is far higher.
So if you hope to capture the attention and patronage of introverts, it's vital to
downplay or avoid marketing tactics that don't influence them to buy -- or send them
running in the opposite direction.
Unlike extroverts, who thrive on social interaction, introverts recharge their batteries
by being alone. They tend to be more private, quiet and to-the-point than extroverts.
Here are seven types of marketing pitches that are common in Internet marketing --
and elsewhere -- that leave introverts cold.
1. Earnings brags.
Screen shots of earnings as they appear in a shopping cart program or merchant
account report are pervasive in Internet marketing promotions. Some proponents of
this tactic claim that this is the only way to prove that the seller is as successful as he
says. Introverts aren't swayed by such "proof," however, because someone who shows
exactly how much money they made is utterly unlike them. To the introvert, what such
a person made doesn't indicate how much they themselves might make. The introvert
is far more likely to take an interest in customer testimonials from people who sound
like themselves.
2. Name dropping.
Introverts make decisions on substance, not on who knows who, so referring
constantly to big-name people as your friends doesn't influence them at all. Likewise,
some speakers boast that they "shared the stage with so-and-so," but to an introvert
that is no credential -- not even a weak one. Trotting out the names of famous clients
and sharing things they said is considerably worse, because it gets introverts thinking
that you do not respect confidences.
3. Numbers served or sold.
A bio in a direct mail piece I received yesterday starts off: "Dr. X currently owns and
operates a clinic in Y with over 20,000 patients." To an introvert, this fails to impress at
all. Who wants to be one of 20,000? Introverts dislike being part of a herd, following
the crowd or being treated as a number. If this bio said instead that Dr. X deliberately
keeps his practice small, so he can give each patient personal attention, and that there's
a waiting list of several months to see him, that would make him far more interesting
to the introvert.
4. Saying large is small.
"We're limiting this seminar to just 150 people, so act fast," said one promotion I heard
recently, but to an introvert that statement is totally absurd. A room containing 150
people is a crowd, not by any stretch of the introvert's imagination an intimate event.
To the introvert, any group larger than about 12 is no longer small. It's fine to run large
events. Just don't call them small!
5. Pressure to decide fast.
Introverts have certainly been known to make impulse buys, but since they pride
themselves on thinking things through, they resent and reject pressure to make up
their mind before they're ready. Introverts generally want a lot of information before
pressing the "buy" button, and if you use a countdown clock saying there's only X
minutes or hours until the offer goes away forever, they're gone instantly, never to
return.
6. Talking head videos.
Since introverts usually love to read and can read quickly, they feel tortured when a
web site conveys crucial information in a video that could have been conveyed in text.
They don't hate the video medium in itself, only when it seems to be used out of
laziness or self-aggrandizement rather than to show something that couldn't be as
easily communicated any other way.
7. Too much personal information.
Introverts prefer you to get to the point. Therefore, when you go on and on and on
about your spouse, kids, pets, vacation or new yacht they tune out. If you want
introverts as clients, beware of revealing facts that may reflect badly on you, even if
you believe you've cast them in a positive light. For example, you may think
discussing having gone bankrupt makes your current success more impressive. The
introvert may not be able to get past your confessing this failure so blithely, since this
is something they'd never abide others knowing about themselves. For introverts,
either minimize the personal revelations or segregate them in a section of a newsletter
or web site they can skip.
My own clients tend to be about 75 percent introverts, and this probably has to do with
how easily introverts can identify that I'm someone like them whose success they can
model. Take a look at the personality profile of your own customer base and how you
market, and you may well find some eye-opening patterns.
You may certainly decide to continue to turn off introverts, but do make that a
conscious choice rather than a side effect of simply following popular marketing
tactics.
About The Author: A bookworm as a child, Marcia Yudkin grew up to discover she had a
surprising talent for creative marketing. She's the author of more than a dozen books, including 6
Steps to Free Publicity, now in its third edition, and Persuading People to Buy. She also mentors
introverts so they discover their uniquely powerful branding and most comfortable marketing
strategies. To learn more about the strengths and preferences of introverts, download her free
Marketing for Introverts audio manifesto:
Home Office Weekly is a BackPorch Publishing site Join Us Today! Marcia Passos Duffy, Publisher & Editor Author of Be Your Own Boss Error: unable to get links from server. Please make sure that your site supports either file_get_contents() or the cURL library. |
|
| home | business tips| office space | time tips| home life|inspiration|art|books|tools|site map|about us |
