Marketing to Introverts: Strategies to Avoid

Experts estimate that introverts, people who tend to be more reserved and need to withdraw periodically to replenish their energy alone, comprise at least one-third of the population. Yet some companies are not reaching these people in their marketing efforts since their messaging is aimed at extroverts, people who tend to thrive on social interaction.

Here are examples of popular marketing pitches that are likely to succeed with the extroverted majority, but will flop with introverts.

Marketing tactics that won't work with introverts

1: Earning brags

Screenshots showing amounts of money earned during units of time have become popular in the promotion of digital marketing programs. The underlyinng idea here is that the monetary numbers serve as incontrovertible proof of the validity of the program being promoted.

Introverts, however, tend to find such evidence unconvincing. First, since they would never voluntarily broadcast their own earning, this tactic obviously comes from someone unlike them. And the supposed proof doesn't indicate what they themselves would earn. Second, introverts don't necessarily accept the world of a braggart. They are more likely to believe data coming from a neutral source, such as a governmental or academic study.

2: Name dropping

Some marketers display photos of themselves arm in arm with famous figures like Oprah Winfrey or Richard Branson. This is a ploy for credibility by association. But to introvert, this tactic, or saying that one "shared the stage" with Bill Gates or George W. Bush, doesn't boost one's standing at all.

Introverts don't accept the idea of an aura of trusthworthiness that transfers to others who have arranged to be nearby. Sharing stories about well-known individuals your or your business have worked with makes an even worse impression on privacy-minded introverts, because they see this as a sign that you don't respect confidences.

3: Numbers of customers

To extroverts, lines like "200,000 subscribers can't be wrong! or "Join the thousands who get their lawn care from XYZ" seem like clinchers. But since introverts care much less about following in the footsteps of the Joneses, this approach has little persuasive power with them.

In one survey we conducted of self-identified introverts, 69% said the number of subscribers a blog or website had was irrelevant to them, while 21% said that kind of a popularity pitch made them not want to subscribe.

4: Pressure for a quick decision

Introverts dislike being put on the spot with unexpected questions. They likewise prefer to make decisions when they feel ready, not under pressure.

When a website, company, or salesperson offers a deal with a short countdown or deadline that does not allow the customer to think things through, introverts will do their best to escape and look for another time or a different opportunity to buy that product or service.

Is it worth changing your marketing?

So should it matter to you whether you alienate the introverts among your pool of potential customers? That depends, of course, on what you sell and whom you sell to. By considering these tips - and perhaps conducting an informal survey of your unique customer base - you can make a more intelligent marketing decision.