Tag Archives: introvert

Marketing to Introverts

I’m an introvert. I like it that way.

For as long as I can remember I have been accused of being cold, stand-offish, unfriendly, unsocial. It used to bother me. It doesn’t anymore. I like who I am. I know I’m none of those things, I just don’t like big groups and loud crowds. I don’t need to socialize every day (being with people drains me), I quite like my own company. I do have a number of good friends with whom I enjoy spending time and having deep conversations. I just don’t need to be with them all the time and I need considerable alone time to restore my batteries in order to be around others again.

The other day I encountered some advertising that was obviously aimed at the extrovert’s need to be surrounded by people and involved in social activity. I reacted quite strongly and commented to my husband that obviously the marketing attempt failed because I wanted to do the exact opposite of what the advertisers were trying to make me do. I wanted to run far, far away from them and their product. Obviously marketers didn’t realize that introverts don’t need to ‘fit in’. And yes, I realize that the world is designed for extraverts so alienating a few introverts won’t really hurt the bottom line.

That moment got me thinking. Introverts don’t want to be part of the crowd. They don’t want to be just like everyone else and they don’t feel the need to have exactly the same things as everyone else has. We don’t want to be part of the group. The group is noisy, loud and way too close to each others personal space. Ewwww.

How many products have been written off by introverts? How many have refused to try or simply developed a negative association to certain products because they were marketed to extroverts in an overtly extrovert way?

Introverts, if you can summon up the energy to engage, are there any products you find yourself avoiding simply by association to the loud and extraverted advertising campaigns? If you could design an advertising campaign that truly appealed to you what would it be like? Would it highlight features? Would it give you facts? I’d love to know.

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