Prefer getting a root canal to marketing? You’re not alone
If you’re like many introverts in business (see my definition of introversion here), you started out with some pretty negative ideas about marketing. You probably believed that effective promotion involved flashy graphics, high-pressure sales copy, and most of all, “standing out from the crowd”. To be heard, you just need to shout louder than your competitors, right?
It’s true that attention-grabbing marketing abounds, and that it can make people buy. For most introverts, though, trying to use these loud, flashy promotional techniques is a nightmare. At best, it’s exhausting. At worst, it makes us feel inauthentic and cynical.
The good news is that effective marketing doesn’t HAVE to be loud and flashy. It can be based on building deep, genuine relationships with people to find out what they most want, and then providing it.
Which is an approach most introverts are FAR more comfortable with.
The trick to introvert-friendly marketing lies in playing to your natural strengths
Knowing that an introvert-friendly approach to marketing is possible is great. But how do you identify the specific marketing activities that will work for you as an introvert?
One of the most persistent introversion-related myths is that being introverted is simply about not being extroverted. In other words, people assume that introversion or extroversion is about a single set of characteristics and strengths. If you have them, you’re extroverted. If you lack them, you’re introverted.
The truth is that introversion exists in its own right, and involves its own set of characteristics and strengths. Here’s a quick rundown of a few of them, in case you’re curious.
(Note that these strengths are tendencies, not absolutes. Not all introverts are good at all of them, and some extroverts may be good at some of them.)
So the key to identifying the marketing and promotional activities that will work best for you is twofold. It’s about first identifying the areas you’re strong in, and then choosing techniques that play to those strengths.
3 reasons that newsletter marketing is perfect for introverts
For many introverts, newsletter marketing is pretty much THE most effective way to make use of their natural skills and preferences. Here are three of the top reasons why.
- Most newsletters are written
As a general rule, we introverts like to communicate in writing – and we’re often pretty damn good at it. I haven’t seen any research around this, but I suspect there are a couple of reasons:
It allows us space to think: writing gives us time to reflect on what we want to say, and then edit it before we communicate. As introverts, we’re often less comfortable with responding “on the fly”, so having that time can feel like a huge release of pressure.
It requires us to process fewer simultaneous cues: when we communicate face-to-face, we have to manage a vast amount of non-verbal information: vocal pitch, talking speed, facial expression, posture, gestures, etc. With writing, we can just focus on the words and trust them to carry our message.
And since most emails and newsletters are primarily written, they automatically play to our introverted strengths.
- A newsletter helps you to build a deep relationship with your audience over time
We introverts don’t tend to cultivate a huge number of relationships in our lives, but those we do have tend to be deep ones. We also tend to build those relationships gradually, rather than becoming best friends with people overnight.
And regularly publishing a newsletter that provides people with content they find useful for problems that they’re having? That’s a great way to build a relationship with them.
As a plus, a regular newsletter also helps you build credibility with your readers. That means that when you include promotional content, they’re more likely to trust your intentions.
- Publishing a newsletter is probably one of THE most energy-effective marketing activities for introverts
The defining characteristic of “introversion” as I use the word is the tendency to “spend” energy on interacting and then recharge with alone-time. Of course, introversion is just one aspect of personality, so interaction isn’t the only thing that drains us. It is, however, a major player.
It makes sense, therefore, that the most introvert-friendly marketing techniques are going to be the ones that involve the least interaction. By that definition, newsletters definitely qualify.
Note that newsletters aren’t interaction-free: you still need to connect with your audience to find out what they most want to read about. And the act of writing is like a form of low-key interaction in itself.
But compared to – say – networking, or even social media? Newsletters are a blissfully low-interaction activity.
NOTE: that’s not to say that publishing a newsletter is right for everyone
One of the catchphrases my clients are probably sick of hearing from me by now is “No one right way.” So if the idea of newsletter marketing really doesn’t work for you, you don’t have to use it.
You might find that sending regular, non-newsletter emails is more your style. Or using social media. Or blogging. Or article marketing. It’s a big world, and there’s room for a wide range of options.
But if you’re new to the concept, and you’re looking for an introvert-friendly way to market your business, I highly recommend at least exploring newsletters.
Somewhere along the lines, she discovered she longed to help introverts like her to build their businesses while honouring their introversion. So she started Conscious Introvert Success: a treasure-trove of introvert-friendly information and resources.
Want to learn more about how to publish a newsletter that works for your business, your readers AND your energy levels?