Marketing to Introverts:
Seven Marketing Pitches That Leave Introverts
by Marcia Yudkin
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
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
Here are seven types of marketing pitches
that are common in Internet marketing - and
elsewhere - that leave introverts cold.
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.
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.
Ebook Available on
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
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
Numbers served or sold. A bio in
a direct mail piece I received
yesterday starts off: "Dr. XXX
currently owns and operates a clinic
in YYY 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. XXX
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
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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 XX 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.
Your marketing mentor,
P.S. If you're an introvert and could use
intensive feedback and guidance on your
branding, web site, marketing strategy or a
publication project, come work with me
one-on-one next spring on Maui.
retreat is structured so you have ample time to
relax on the beach and tour the island, too -
and most likely, your whole trip is tax
private marketing retreat.
And be sure to
download the free Marketing
for Introverts Manifesto!
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