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What Introverts Love and Hate
in Marketing
Results of a Survey Conducted
by Marcia Yudkin
August 2013
Almost 250
self-described introverts responded to the
survey, and of 10 survey questions, 8 yielded
very clear-cut results, as follows.
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98% of introverts extremely or somewhat
dislike it when no prices are listed and you can
learn the price only by filling out a form with
all your contact information, so a sales person
will call. (87% extremely dislike this, and 11%
somewhat dislike it, making this by far the most
disliked practice asked about.)
Limitations of the
data
Now because only self-identified introverts
were invited to fill
out the survey, we don't have data on how
extroverts feel on these questions. In addition,
the survey was not constructed with a good
knowledge of polling principles, and
participants were not scientifically selected. Interpretation from Marcia Yudkin
Despite those
caveats, I found it revealing the extent to
which introvert respondents had very strong
reactions against feeling they were being
controlled by marketers. That's precisely what
marketers are trying to do when they provide
prices or product details only when you watch
their video in one sitting, fill out a form or
submit to a sales call. Respondents preferred
having a choice.
The introverts in the survey also strongly
disliked feeling pressured to decide on the
marketer's timeline rather than their own.
Interestingly, when the marketer relaxes that
control by extended a previously announced
deadline, a majority of respondents didn't like
that, either, even though they might personally
benefit from the extended deadline. I believe
that's because the extended deadline exacerbates
the sense that the marketer is trying to get the
sale by pulling strings on marionette
consumers.
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Listen in on
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In 2013 and 2014, Marcia Yudkin
convened the most articulate and
experienced practitioners of no-hype
copywriting for an exchange of ideas
on writing copy that persuades
without excessive showmanship or
stretching the truth.
Presenters included Peter Bowerman,
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As someone pointed out in their comments within
the survey, what people strongly dislike doesn't
necessarily mean they refuse to participate in
it. In other words, we may submit to marketers'
control when we feel we have no other option or
when we really, really want what they're
selling.
According to some of my marketing colleagues,
customers' feelings are irrelevant. What matters
is only whether people buy or don't buy. I
disagree. People's feelings often influence
other aspects of the marketing cycle than simply
buying or not buying. People who resent or
dislike certain marketing tactics are more
likely to disengage and less likely to refer
friends and family to marketers who use them.
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Coaching
Program for Introverts |
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And the more your business depends on having the
trust of clients and customers, the more crucial
it is to avoid doing things that your ideal
customers viscerally resent. Introverts are a minority in our culture, but we
can be very loyal customers indeed. If marketers
want our business, they would do well not to
treat us like automatons or sheep. |
Selected comments from introvert respondents
"I strongly
dislike hype or pushy tactics. I prefer clear,
trustworthy information and making up my own
mind." "Hate:
noise, irrelevancy, weak info. Like: informative
content, integrity, a story that makes me
listen/read." "I
don't like a hard sell, anytime, anywhere."
"I find manipulation, pressure or coercion by
others to be disrespectful and very
disagreeable. It makes me suspect the offering,
no matter how good it may sound, even if others
have recommended it or report a good
experience." "I
need comprehensive information presented in an
easily understandable manner. Don't treat me
like an idiot, try to manipulate me, assume
anything or waste my time."
"I hate pressure tactics. Just tell me what it
does and why that's good and let me decide."
Learn more...
Download the free
Marketing for Introverts Manifesto.
View results
from another marketing survey of introverts.
Take
Marcia's online course, Marketing for Introverts
Read about Marcia's
Personal Branding for Introverts coaching.
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