The INFJ Marketing Profile – Intuitive/Sensitive/Judging Introverts as Marketers
Few coaches and marketing experts consider personality when giving marketing advice. This or that technique is best, or has worked for “everyone” and therefore you should take it up and do it, they advise, even if you feel uncomfortable, fearful or dismissive of it. Time and time again, I have seen business owners and entrepreneurs diligently try to execute the advice only to do it poorly, half-heartedly, or with a finger pinching their nose. Others who took the advice promised to get it right, but they delayed, delayed, delayed until uncomfortable recommendations slipped quietly off their to-do list.
My perspective is different. If you feel that specific marketing advice is against your needs, I encourage you to go with your gut and ignore that advice. Look for marketing alternatives that are more comfortable for you and 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 introverted personality types. An introvert is someone who is best energized and recharged 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/Introverted Judgment) type is a gentle, caring, intuitive individual who values relationships and is endlessly curious about what makes people tick. An INFJ tends to act spontaneously rather than plan, cherishes deep-seated spiritual or global ideals, and fears conflict. For better or worse, INFJs easily inspire others through their charismatic and sensitive intelligence.
According to introverted observers, some well-known INFJs include 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 (the Disney princess).
If a Myers-Briggs test indicates that you’re an INFJ, then you’ll probably feel pretty good about marketing methods like these:
Create imaginative symbols, logos or images that crystallize your message or work 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 publicity opportunities
Offer insightful advice through a Q&A blog, column, or radio/TV/video show
Rally your industry to a somewhat controversial work-related cause
As an INFJ, you don’t normally seek the spotlight, but you don’t object when others nominate you for “___er of the Year” honors. Being highly attuned to other people, it’s hard for you 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 avoid roles where you might have to testify in court or make your case to skeptics, as you typically jump to conclusions without direct consideration of the evidence. Choose employees, clients, and project partners carefully to minimize conflict. Be respectful of those who do not share your commitments.
Above all, don’t pretend to be or act like a professional without passion, because as an INFJ, that’s definitely not you! When you use the ideas above to incorporate your intense interest in people and the world into your marketing outreach, you’ll attract clients who share and respect your instinctive, deeply felt concerns, and who love working with you.