What this Introverted Solopreneur has Learned about Marketing with Confidence
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Doing something you’re good at and enjoy doing is a great starting point for a business, but it’s not enough. Many people barely get their business off the ground because they lack the confidence to market it.
Self-promotion is especially challenging for introverts. The thought of talking about ourselves, especially to total strangers, is enough to send some of us running for cover.
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.
Once I discovered my passion for WordPress, I no longer had to work hard at selling my services. I was so enthusiastic about what I did that people “got it” just from hearing me talk or seeing my online activity. No sales pitch needed!
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.
Since you’d probably rather read and write than talk, write articles and blog posts to establish your credibility and demonstrate your knowledge.
Sharing knowledge is what content marketing is all about. There’s so much information that can help your clients and potential clients to reach their goals. When you write out your own ideas in the form of blog posts, they can see that you’re knowledgeable, and when you share links to what others have said, they can see that you’re resourceful. It’s a win-win!
4. Offer to speak.
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 every time, 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!
6. Don’t avoid in-person networking.
If you’re overwhelmed by large after-business cocktail party-type mixers, choose small, structured networking events instead.
When you do attend larger events, offer to sit at the registration desk or help out in some other way. You’ll get to meet a lot of people without stepping so far outside your comfort zone.
Plan in advance what you want to say, especially if you have to stand up and introduce yourself. You’ll feel more at ease, and you’ll be more interesting too.
7. Keep in touch with your network.
Take advantage of social media to stay connected to people you meet, while remaining in your comfort zone.
Seek out one-on-one opportunities as well. Make a point of scheduling a lunch or coffee meeting with some of the people you meet, so you can get to know each other and explore how you can help one another’s businesses.
One-on-one conversations are gold which is why I build them into everything I do, including POPS Circle. Join us to talk about building confidence – or whatever’s on your mind!
Additional Resources
Self-Promotion for Introverts: The Quiet Guide to Getting Ahead by Nancy Ancowitz
The Introvert’s Guide to Successful Business Conversations by Avery Harper
What’s Your Story? by Meghan Wier (how to prepare for a networking event)
Why Introverts Can Be Great Networkers by Ivan Misner
Let’s Talk!
I’d love to hear from you. 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 because their introversion kept you from understanding how they could help you? What would it have taken to win you over?
Photo by Goodluz / DepositPhotos
I’m neither an introvert nor an extrovert. I’m kind of on the fence. My entire family tends toward introversion, however, so in comparison, I’m usually thought of as an extrovert. It’s funny how this can be perceived on a relative scale. Because I grew up with introverts, I’m comfortable working with them. It’s about adjusting my energy to align with theirs in a way that puts them at ease.
I do think marketing is harder for introverted entrepreneurs. There is so much need to put yourself “out there,” and that can drain energy. It’s nice to read this from an introverted perspective to see that it can be done in a way that isn’t too painful.
As you point out, having a passion about something isn’t relegated to extroverts. Starting there can create enthusiasm and energy to talk about it.
Thank you for mentioning the energy drain! I attended a couple of events recently where I was very social, and I loved it, but whoa! was I exhausted afterwards. I wouldn’t want to do that two days in a row!
Stellar advice! I’m decidedly an extrovert, but this all resonates with me, too.
When I started my business 25 years ago, I felt vulnerable because I’d always been not just me, but my position at various TV stations. I was always representing the TV station, what it stood for, and what it presented. I recognized that to market my business, I had to find a way to do the same thing, and see myself as not promoting myself, but my company, so the vulnerability completely dissipated.
That meant, exactly as you describe, focusing on the content about which I was passionate (organizing and productivity), sharing my knowledge and extolling the benefits for the prospective clients. Speaking, networking, and asking open-ended questions (a little experience quickly tells you what questions to start with, and good listening skills teach you how to progress) were easy for me — as long as nobody expected me to do any of these things before 11 o’clock in the morning. 😉
I think the most easily missed step is your 7th one. Connecting with people as an introvert must be hard; as an extrovert, it’s easy because I thrive on human connection. The more, the merrier. But KEEPING that connection going, whether through social media or revisiting contacts, can be hard for everyone, and for those of us who thrive on human connection, remembering to head back on online groups (or even people we’ve already met) can be less obvious, so I’m really glad you raised the point. Great post!!!
Thank you so much, Julie!
I’ve been thinking about what you said about the challenges keeping the connection going, and realizing it applies to so many areas, including organizing – it’s great to create a system (or meet someone new) but you need a plan to maintain it or what was the point?