Marketing for Introverts
I specialise in marketing for introverts. That means I help my clients be heard, seen & found in a loud and noisy world, without compromising who they are (quiet, solid, sincere) or how they do business (value-driven, hype-free, client-centric).
When Eugene, who fits the client-description above, asked my opinion on a new offer he was about to purchase, I was actually stunned.
The glossy, sales page promised a template for all your business communication needs. It was written and packaged according to every cliché, gimmick and ‘hot’ tactic in the book. (One template is free, but to get the whole package you have to buy the full, over-priced course!) Does this sound familiar?
Do not sacrifice your uniqueness for a one-size-fits-all template
– Why would Eugene, a quiet, honest professional, buy a product that promised to remove his own voice and replace it with a bland and hollow template?
– Why would he sacrifice his uniqueness to disappear into a sea of sameness?
Like so many self-employed & small business owners, Eugene offers a unique, personal service that he’s customised over the years for his niche. He’s truly one-of-a-kind, who cares deeply about his work and his clients.
And that’s precisely what makes him stand out.
However, Eugene doesn’t see it that way.
He doesn’t value his unique way of doing business because he is not even aware of it. Like so many conscientious, quiet business owners, Eugene struggles with marketing, especially with social media.
He explained to me why he thought this expensive offer would solve his marketing problems. It would allow him to get away from the pressure to be active ‘out there’! He doesn’t find social media ‘easy’. In fact, he finds it exhausting and stressful.
The online world of communication was designed for extroverts – for people who love the excitement of being part of social activities. They feel energised ‘out there’ and thrive on pubic platforms.
Between 15% and 25% of us are not. And Eugene is one of them.
Marketing for Introverts
What are the options for introverts?
Erasing our uniqueness with a conventional template is NOT one of them.
I already talked about alternative approaches to marketing here beyond the conventional ‘pitch-approach. Here’s some simple advice I give to my clients:
Don’t try to fit into a world that was not designed for you. Instead, focus on developing your unique voice and speak only to those who ‘get’ you, i.e. those who value your approach and your service.
And how do you do that on a practical level?
You can connect with those who value you on social media without having to create a personality or presence that are not aligned with who you are. Instead of trying to shout louder than everyone else and ‘go viral’, take a more strategic approach. Aim to connect on a human-to-human basis with fewer people. That allows you to build your credibility and connections slowly and more organically.
The same approach applies when you attend a networking event. Connect at a personal level with one of two people. Listen to them. Ask questions. Respond to their answers and let the conversation develop organically. The best way to make an impression with someone is to let them know you’ve heard them, that you’re interested in them as a human being and not just as a click or a number.
Communication begins with developing your own unique voice. It’s not something you can achieve in a week or a month. It’s a process that develops as you develop. To get you started on that important journey, check out my self-study course here.
It’s one of the best investments you can make in your business.