Extrovert or introvert copy. What’s best?

8th May 2018 | Posted in Marketing communications, Web content

Should copy be extrovert, introvert or ambivert?

Today I took a quiz to determine whether I’m an extrovert or introvert (not that there’s much doubt about the answer). Not one of those daft click-bait quizzes, but one created by organisational psychologist Adam Grant.

It was actually the description of the ambivert that caught my attention and left me wondering whether copy can be assessed in the same way, and would it help if we did?

Summarising immensely briefly, introverts are great listeners, while extroverts are great leaders.

But ambiverts have a little of each. Says the quiz: “Ambiverts are more inclined to listen to customers’ interests and less vulnerable to appearing too excited or overconfident, tendencies that can also make them highly effective in leadership roles. And because ambiverts naturally engage in a flexible pattern of talking and listening, they’re likely to express sufficient assertiveness and enthusiasm needed to close a sale.”

Is there a way of relating these ideas to copywriting, and is there any value in doing so?

Let’s first say that all variations of “’vert” have their advantages.

  1. Extrovert copy can be bold and confident. But without the owner of those words around to dazzle with their charm, extrovert style copy could be seen as overwhelming.
  2. Introvert copy can be empathetic and subtle. And potentially underwhelming.

The ambivert path can take on the best of both:

  • Demonstrating that we understand the customer’s challenges and aspirations
  • Showing that we can provide an answer
  • Confidence in our ability to provide the right answer, and the ability to prove our claims

How do we know which to apply?

Copywriting as part of marketing is all about understanding the audience and creating a brand voice that speaks to that audience.

When we have that right, then we can start writing.

Find out more about extroverts, introverts and ambiverts by listening to WorkLife with Adam Grant, a TED podcast.


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