Introverts are famously known for going out of their way to avoid being under the spotlight, lingering in crowded places, and speaking to a lot of individuals they don’t know. They have limited energy to expend in social situations, needing more time to recharge before being able to go out into the world again. Business Insider calls this necessity to spend time alone, an “introvert hangover.” When this happens, a pathway in the brain is activated that prods the specific nervous system responsible for resting and digesting. The process helps introverts wind down from experience fueled by adrenaline and the stress hormone, cortisol.
It comes as no surprise that introverts wouldn’t touch marketing, a field akin to a full marketplace, with a ten-foot pole. For people more attuned to the quiet, marketing can be a nightmare. However, there’s more to marketing than being pushy and clocking in hours of cold calling. It doesn’t have to be a salesman game. Marketing, at its heart, is a meaningful and authentic conversation with people looking to solve their problems and improve their quality of life — and this is where introverts excel. Author of the Superconsumers book, Eddie Yoon, would even like to argue that the best marketers are introverts. Yoon explains that the strengths of introverts in listening attentively, reflecting deeply, and deepening relationships are suited to the current marketing trends.
Social media is more the norm than the exception
The need for face-to-face interactions is dwindling, with how social media is integrated into the modern world. Everything, from ordering products and services to learning about current events, can be done with a click and a swipe. That is great news for introverts because they can take the time to think through how to interact with their audience and respond to their interests and inquiries. They can even get someone to help them with engagement by availing of content marketing agency services and digital marketing experts.
The beauty of social media also lies in its ability to become a resource center. Introverts can easily post commonly asked questions, testimonials from happy clients, and proof of their work on websites and social media accounts. Since all the information is available online, they don’t even have to interact with people if they can help it.
Quality trumps quantity
Working smart means engaging the top 10% of loyal consumers, which Yoon calls superconsumers. They usually drive more than half of sales compared to halfhearted and lukewarm visitors. That is why brand loyalty is effective because fans are more likely to support products and services with not much additional effort from the business. They are already sold to what is on the table even before the release. This trend on cultivating fans works best for an introvert’s preference for building deeper connections rather than connecting with anyone and everyone.
Additionally, businesses that know how to listen and deal with customer feedback are more well-positioned to creating long-term customers. They make their audience feel that they are an active part of the brand’s story instead of someone to sell to. Introverts listen better and know how to get inspiration from customers, instead of being adamant in following their generated strategy.
Marketing has evolved from who has the loudest voice to who has the most loyal long-term fans. Introverts don’t need to be afraid anymore because their personality traits can be assets to the field.