Few coaches and marketers take personality into account when giving marketing advice. Such or such technique is the most popular, or works for “everyone,” and therefore you should take it and execute it, they advise, even if you feel uncomfortable, fearful, or dismissive. Over and over again, I have seen business owners and entrepreneurs diligently trying to comply with advice only to get it wrong, half done, or with a finger pinching their nose. Others who get the advice promise to get it right, but delay, delay, delay until uncomfortable recommendations quietly slip off their to-do list.
My perspective is different. If you think a specific marketing advice is going against your grain, I encourage you to follow your instincts and ignore that advice. Look for marketing alternatives that are more comfortable for you and that better fit your preferences, habits, and beliefs. They offer a faster and less stressful route to success.
A good tool for exploring your natural marketing style is the Myers-Briggs Personality System. Let’s take a look at how it applies to one of the main introvert personality types. An introvert is someone who energizes and recharges best when alone, while feeling drained from too much social interaction. (In contrast, an extrovert would rather not be alone and feel more alive with other people.)
In the Myers-Briggs type system, the INFJ (Intuitive / Feeling / Judging Introvert) type is a kind, caring, and intuitive individual who values relationships and is infinitely curious about what motivates people. An INFJ tends to act spontaneously rather than plan, appreciates deeply held spiritual or global ideals, and fears conflict. For better or for worse, INFJs easily inspire others through their charismatic and sensitive intelligence.
According to introverted observers, some known INFJs are Jimmy Carter, Oprah Winfrey, Jerry Seinfeld, Eleanor Roosevelt, Billy Crystal, Carl Jung, Bob Dylan, Martin Luther King, Jr., Adolf Hitler, Shirley MacLaine, Mother Teresa, Nelson Mandela. and Mulan (Disney Princess).
If a Myers-Briggs test indicates that you are an INFJ, you will probably feel great about marketing methods like these:
Create imaginative symbols, logos or images that crystallize your message or working method.
Crafting visually engaging and verbally resonant advertising.
· Incorporate your ideals into everyday business, for example through “green” initiatives.
Use your visionary thinking to issue and publicize predictions for your industry
Leverage key relationships to create leadership or advertising opportunities.
Offering insightful advice through a Q&A blog, column, or radio / TV / video show
Bringing your industry together for a somewhat controversial work-related cause
As an INFJ, he does not normally seek the limelight, but does not object when others nominate him for “___er of the Year” honors. With your great attunement to other people, you find it difficult to set boundaries when clients need your help, and you may need to take special steps to avoid burnout. Avoid tasks or positions that require great attention to detail. Also roles where you might have to testify in court or defend your position to skeptics, as you generally reach conclusions without directly considering the evidence. Choose project employees, clients, and partners carefully to minimize conflict. Be respectful to those who do not share your commitments.
Above all, don’t pretend to be or act like a pro without passion, because as an INFJ, this is definitely not you! When you use the above ideas to incorporate your intense interest in people and the world into your marketing reach, you will attract clients who share and respect your instinctive and deeply felt concerns, and who are delighted to work with you.