Consumer Differences - Introversion vs. Extroversion
The process of understanding your customers is very similar to making a new, cool friend or relationship. You have something in common and you want to explore it even more. As you continue to learn more about each other, you begin to notice more about them – their interests, hobbies, how they communicate, and so much more.
Now, as a business owner, think about your customers and your social media followers. How well do you know them personally? Not just those of your personal friends who have agreed to follow you, but those you have never met. Being able to identify whether a follower or customer within your target market has specific hobbies or even the digital preference differences that have been studied because of their gender have been addressed in previous posts of ours (See, “The Difference between Demographics and Psychographics” and “Gender Differences – Understanding Your Target Market”). Another vital component of understanding your customers better is identifying whether they are an introvert or an extrovert and how to relate to them for who they are.
Extroverts
Extroverts sometimes have a bad reputation for being the loudest people in the room, but truly they are those who find their energy in being around other people. They enjoy the social aspect of communication and collaboration. Because of this, spending time alone is one of the least optimal ways to spend their time.
This somewhat translates into the digital presence as well as how they like to communicate online. Again, if you think of the extrovert consumer as a friend, think of how they interact with you. They are often high energy, excited, share multiple ideas of things you can do together, and more. Online, this carries over into their text speech with excited words and punctuation.
As a business, in order to connect with extrovert consumers, try some of the following based on their digital preferences.
Prefer shorter, less formal language
Motivated by excitement, rewards, and social attention
Use excited punctuation or ask show/tell questions to invite them into the conversation
Prone to share their personal experiences when provoked
Bright visuals catch their attention
Engage them with contests and gifts
Express scarcity in certain products/services to activate their desire to act
Introverts
Introverts are the natural opposite of the extroverts. They are often considered to be some of the quietest in the room and find their energy in spending time alone. Often contemplating their thoughts or next moves before acting, they prefer to socialize only when they are ready. Socializing, especially in large crowds, can sometimes be too much stimulation for them and you may likely see them sitting by themselves or getting fresh air to recharge quickly.
This also translates into their digital presence. In interaction, introverts are more reserved, which reflects in their online communication as well, preferring more formal language. They share more thought provoking posts, if any at all.
In order to engage an introvert consumer, it is best to meet them at their speed of communication. Below are some of their preferences.
Prefer more formal language
Motivated by fantasy, idealistic opportunities, and goal achievement
Use text-based emoticons or ask thought provoking questions to engage them
Prone to share posts with friends and peers
Neutral and earth tones catch their attention
Engage them with clear calls to action that show a simple customer journey
Express the reason for your communication to activate their desire to act
Addressing both introverts and extroverts at the same time, in the same communication does not have to be difficult, especially if your brand is a product or service which speaks to more than one audience. Two extreme examples at each end of the spectrum would be if you owned a sky diving business, you are likely speaking to extroverts versus building a new privately funded library, you are likely speaking to introverts. But what happens if your business fits somewhere in the middle of the spectrum? Based on your business type and who you have identified as your target market, blend the preferences of extroverts and introverts to match the user profiles you’ve created (also see our article on User Personas vs. User Profiles).
For example, if you have developed an all-natural energy drink that is low in sugar and mixes more safely with cocktail drinks. As you prepare for launch you have identified your target audience as consumers age 21 – 28 who live in metropolitan areas, care about their health, drink occasionally, and are adventurous enough to try a new drink. You believe that your customers will mainly be the life of the party, but don’t want to count out the quieter crowd who are influenced by natural ingredients, care deeply about their health but also enjoy time out with friends every now and again. Judging from this target market capture, one would say this company should assume a 70% extrovert to 30% introvert split. Having this knowledge, you can keep a high energy communication style on social media but mix with text-based emoticons and earth tones in order to capture the attention of both extroverts and introverts. Posting on the feed with clear calls to action for the introverts while resharing on stories or lives with amped up music to capture the attention of the extroverts.
There are a variety of ways that you can connect with both audiences. Based on your business type and target market consumer, you have to find what works best for your business. If you need help, Creative License Business Consulting is ready to help guide you in identifying the intricacies of your target market.