What this Introverted Solopreneur has Learned about Marketing
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According to Paul Cassarly’s article, Why Introverts Make Better Solopreneurs, more than half of the world’s freelancers and solopreneurs are introverts.
But even when we’re great at what we do, introverts often struggle with self-promotion.
Van Gogh was a genius at painting. However, he was also very introverted and shy. He couldn’t talk to people. As a result, he was a total failure at communicating and never managed to promote himself or his work. He died a frustrated and nearly penniless man.
Peter Urs Bender and George Torok, Secrets of Power Marketing: Promote Brand You
Some will say that we need to act like extraverts in order to succeed, but I disagree. Although it’s been helpful for me to step outside my comfort zone from time to time, even doing a fair bit of public speaking over the years, you just can’t force yourself to be someone you’re not.
You’ll be both happier and more successful in your marketing if you develop strategies that tap into your strengths as an introvert. Here are a few that have worked for me.
1. Build your business around your passion.
Since I discovered my passion for WordPress, I haven’t had to work hard at selling my services. I’m so enthusiastic about what I do that people “get it” just from hearing me talk or seeing my online activity. I don’t need a sales pitch!
2. Put yourself in the shoes of your ideal client and target market.
When I started my business, I didn’t have an ideal client in mind. Like many new entrepreneurs, I was delighted to work with anyone who was willing to pay me. Gradually I came to recognize that I was happiest and best suited to working with professional organizers. Having been an organizer myself for a few years, I have a good understanding of their needs, so it’s easier for me to tailor my messages to that group.
3. Share your knowledge.
Sharing knowledge is what content marketing is all about, isn’t it? There’s so much information that can help my clients and potential clients to reach their business goals. When I write out my own ideas in the form of blog posts, they can see that I’m knowledgeable, and when I share links to what others have said, they can see that I’m resourceful. Either way, it’s a win-win situation.
4. Teach what you know.
As mentioned earlier, I’ve given a number of presentations, seminars, and workshops over the years. Of course, I was terrified at first; that’s common even for extraverts. But what I’ve discovered is that it’s challenging for me to catch people’s attention, especially in a large group of people. However, when I’m the speaker, I already have their attention, so all I really have to do is stand there and do Steps 2 and 3. And when I’m really into my topic, I don’t fall into the trap of reading my notes; I just talk.
5. Make the most of your meetings with potential clients.
Do some research in advance so you have at least a basic understanding of your prospect’s situation and how you might help them.
Create a standard list of questions you ask every potential client. Not all will apply to every situation, but it will save you a ton of prep time and stress if you don’t have to reinvent the wheel every time. You also won’t find yourself fumbling for what to say next.
Be sure to ask open-ended questions – and really listen to their answers, so you can learn more about your client’s wants and needs. This will also help you build rapport. Just be careful that they don’t hijack the conversation, or you may not learn everything you need within the allotted time. Running over isn’t good for your energy level or your schedule!
Let’s Talk!
Please answer one or both of these questions in the comments.
- As an introvert, what marketing strategies have been effective while allowing you to be your natural self?
- Have you ever decided not to do business with someone due to their introversion? What would it have taken to win you over?
- If you’d like to talk about this or anything else with other introverts, join The Original Introvert Retreat Group.
Photo by Goodluz / DepositPhotos
I enjoy making videos with content. I prefer not to be in front of the camera if possible, so perfecting and making short informative videos have helped me share my message without being in front of the camera.
I can’t believe I never thought of that option when I know someone who specializes in this (Screencast Solutions, if anyone is interested)!
I think being authentic is always a great path to success. People can sense when others are “putting on,” and it isn’t really appealing. In contrast, when I encounter others who are clearly being honest about who they are and what they have to offer, I am instantly attracted. When it comes to the business setting, I think this fosters trust.
Wonderful advice for introverts here. I live with a house full of them, so I’ll be passing your ideas on 🙂
Thanks for your comment, and for sharing!
I’m not an introvert, but that wouldn’t prevent me from working with someone who is. Confidence and expertise in what a person does are most important to me. I appreciate different ways of being and getting a variety of perspectives.
And to give you some perspective, I’ve heard you speak multiple times, and you are terrific! You know your stuff, I always learn something new, and it’s never dull.
Linda, I’d had a lot of practice by the time you heard me speak! In one of my very early presentations, I could see the audience’s eyes glaze over and skipped over a bunch of material to put them out of their misery sooner. I did not get any business from that event, needless to say!
I’m an introvert who pretends to be an extrovert from time to time. Public speaking makes me nervous but I do it because, like you, I love to share my message about organizing. I out source some of my marketing. It’s been suggested that I make some videos but I am not there yet. Maybe in time.
It’s hard to put ourselves out there, isn’t it? Sabrina has a great suggestion about videos – did you read her comment?
This post triggered a thought: blogging is kind of like speaking. They both involve putting yourself out there, and you stand to be more successful if you are speaking/writing about something you are passionate and knowledgeable about. The reason they are both good for introverts is that you can say what you want without being interrupted. It’s less like speaking up in a crowd and more like a one-on-one conversation, between you and your audience.
Great points, Hazel! Thank you for sharing them.
I’m an extrovert, as you know, but these are the exact strategies that I apply in my life — luckily, without even having to think about them — to make promoting my business (mostly) delightful. And that’s how I think about it, as promoting my business, not myself, so I never fear pushing the conversation to the forefront. Enthusiasm for a topic goes a long way toward communicating a type of confidence; if someone seems disinterested in talking about their business, it makes it hard to believe they’ll care enough about the work to do it. I don’t need someone to be extroverted, just to show their passion for the work.
I guess my concern is that for some introverts, it’s not comfortable to show their passion openly, and that can be miscontrued by others as a lack of interest in their business. I’m sure that has happened to me!