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Why Introverts Are The New Power Players In The Digital Age

This article is more than 9 years old.

You might even call it the “revenge of the nerds.” After decades of being ignored and run over during the eras of in-your-face marketing and one-way conversations, introverts are becoming the power players of the Digital Age.

Today’s successful marketing is an environment that favors thoughtfulness and engagement in its communication. It listens to the ideas of others. It involves the sharing of interesting content from a variety of sources. This is a big departure for marketers who are accustomed to “shock and awe” methodologies for commanding attention. While those approaches still exist (and are becoming more outrageous than ever) the best communicators are realizing it’s no longer necessary or even beneficial to conduct your business from the vantage point of needing to own center stage.

I was struck this week by some of the thinking of expert communicator John Doyle, who made his mark on television news and talk shows before turning his attention to corporate storytelling in his consulting firm Doyle McDonald. Of the points he made in one of his own recent columns, I particularly agree with the following reasons that introverted marketers and communicators are currently poised to prevail:

Introverts create remarkable content. Content is the currency of online business, and introverts are the players who tend to do content best. While extroverts tend to think of the Internet as a one-way megaphone, introverts are watching, listening, and processing information in a way that makes them expert storytellers. They are able to captivate an audience with insight and thoughtfulness. Where an extrovert might be expert at grabbing attention, the introvert is expert at holding it, which is vital in getting a customer audience to engage.

Introverts get straight to the point. In an era of information overload and content that is largely consumed from the screens of mobile devices, audiences are rapidly developing the attention span of a gnat.  Having spent their entire lives avoiding small talk, introverts have the discipline and the desire to get Straight. To. The. Point. In business and in communications it’s a strategic advantage extroverted communicators are seldom able to get.

Introverts build strong relationships. While extroverted communicators prefer to “date,” introverts are experts at creating a “marriage” within the interest groups and the communities the Internet environment sustains. For maximum business impact, the Internet is not nearly so much about the number of “likes” or friends you may have as the number of meaningful alignments and connections you make. Once again, introverts have the advantages here. Additionally, when introverts post content they are typically more willing to also engage by responding to the comments of readers. Extroverts, conversely, are more typically inclined to drop a piece of content into the universe like a one-way bomb, and to either ignore comments altogether or to respond only to readers who endorse their opinion or who are combative enough to initiate a full-on fight.  Introverts are more willing to consider and respond to all points of view, which is key to engagement and a continued relationship both in life and online.

Introverts will share the stage. We all know them. In fact, they’re the bane of my agency’s consulting existence: the clients who are constantly waging the battle of more self-promotion, more self-congratulatory content and the struggle to get every piece of content to include “more about me.” And it’s not without merit—yes, your company has succeeded for a reason, your book is compelling and your ideas are good. But introverts recognize that the best ideas and outcomes are the collaborative efforts of multiple players and thinkers. They recognize the power that comes from being willing to share.

Introverts will share your content. How many social media experts (even some of the very top) are unwilling to reference any other ideas or work than their own? Perhaps it is working for them, but note how much better still the ecosystem of social media is working for those who are willing to share. I’ll refrain from calling out the Internet’s “me first and me only” voices, but Guy Kawasaki, Brian Tracy and even Glenn Beck and Rush Limbaugh stand out as online authorities who are not threatened by the idea of sharing the stage. They expand their own audience and credibility by sharing the content of others (with full attribution and credit where needed, of course—the aspect of clearly giving credit where due is fundamental and key.)

Introverts are authentic and transparent. The Internet makes it much easier to determine when people are lying. The truth-in-advertising ethos that is crippling the advertisers and marketers who were most successful in the 20th century is a boon and a bastion for the more thoughtful and introspective marketing style of today.

In all, while extroverts may excel in their power suits and from the podiums of business, introverts can rule in yoga pants while communicating from their laptop keyboards in the comfort and safety of home.

While the world of business still requires multiple styles of communication, for introverts, the power is increasingly yours. And for working teams, if you haven’t yet acquired at least a few of these introspective and heretofore unsung communication heroes—well, hopefully you now know what to do.

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