Introvert Marketing: How Reserved Can Also Mean Revered

by Marcia Yudkin

Business Skills Articles

Published on this site: December 16th, 2010 - See more articles from this month

When I surveyed more than 300 self-identified introverts, more than 70 percent agreed that it is somewhat important or very important to come across as highly social, easily conversational and maybe even a bit of a show-off to succeed in business. Like many of the other results in the survey, this seems to be stating a belief that introverts must act like extroverts to attract customers and clients.

And like much of the other conventional wisdom about personality in business, this claim melts away when examined in the cold light of reality.

A magnetic introverted image can take one of these four forms:

1. The man or woman of mystery, for example a Zen master or anyone who keeps to himself or herself and needs to be coaxed to reveal his or her knowledge and talents
   
   
2. The activist or preacher, such as Mother Theresa, who transcends a retiring personality for a higher cause
   
   
3. The deep one, like Princess Diana or Jacqueline Kennedy Onassis, who has a talent for interpersonal intensity and intimacy
   
   
4. The kook, for instance Steve Martin, Lily Tomlin or someone with geeky, off-kilter charm

It's also possible to develop a powerful reputation for results and have that speak for you. Have you heard the saying, "Your reputation precedes you"? This calls up a scenario where a person's reputation travels, and the personal presence of the individual comes second. How wonderful is that for introverts!

Even better, when someone's reputation precedes them, it's not necessary to put on a show and pretend to be a different kind of person. The audience - potential client, here - knows what to expect: the real you.

Building a reputation takes time and effort, and it gives you a solid foundation for business success on your own terms.

Marketing yourself through reputation building involves pulling customers toward you rather than getting out to them with pushiness. Rather than cold calls and pursuit of clients, you cultivate the more magnetic forms of outreach, such as publishing, publicity, testimonials about the results you have brought into being, word of mouth, content-rich advertising, blogging and more.

As an introvert, you are likely to excel not at telling, but at listening, which stirs the clients for whom you are the best match, those who stand prepared to reward you with long-lasting loyalty.

Are you ready to create a marketing system that truly fits you - and works out there in the world?

Marcia Yudkin: 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:
http://www.yudkin.com/introverts.htm.