Marketing for Introverts

By Marcia Yudkin

Do you enjoy being alone? Prefer keeping your personal life to yourself? Hate small talk? Wish the people you do business with would stop yakking and get to the point?

If so, you may have been sold a bunch of malarkey when it comes to bringing in customers. Contrary to the stereotype in our culture, introverts can excel at marketing.

This ebook describes dozens of ways in which introverts can approach networking, publicity, getting published, speaking in public and other common marketing activities while being true to their personality.

A bookworm as a child, author Marcia Yudkin grew up to discover she had a surprising talent for creative marketing. She’s the author of more than a dozen books, including 6 Steps to Free Publicity, now in its third edition, and Persuading People to Buy. She also mentors introverts so they discover their uniquely powerful branding and most comfortable marketing strategies.

Marketing for Introverts was recently highlighted in the Philadelphia Inquirer.

Discover how you too can respect your inborn preferences and still become an ace marketer!

• Language: English
• Publisher: Marcia Yudkin
• Release date: May 24, 2012
• ISBN: 9781476377407

Marcia Yudkin

Creative marketing expert Marcia Yudkin has an unparalleled ability to find the right words for a message, an unusual angle to get folks to pay attention, and the promotional strategy that pays off handsomely for her clients.Her 16 books include 6 Steps to Free Publicity, Persuading on Paper, Web Site Marketing Makeover, Meatier Marketing Copy and Freelance Writing for Magazines & Newspapers, a Book of the Month Club selection.Marcia’s articles have appeared in hundreds of magazines, including the New York Times Magazine, TWA Ambassador, USAir Magazine and Business 2.0. For eight years running, she served as an official site reviewer for the Webby Awards and has helped judge the Inc. Magazine Small Business Web Awards.She has been featured in Success Magazine, Entrepreneur, Home Office Computing, Working Woman, Women in Business, dozens of newspapers throughout the world and four times in the Sunday Boston Globe, as well as on National Public Radio.Her clients range from grizzled entrepreneurs to nervous newly self-employed professionals, from software publishers and ecommerce startups to media companies, associations and independent educational programs.Marcia Yudkin holds three Ivy League degrees, including a Ph.D. in the humanities.

Book preview

No-Hype Copywriting: The Keys to Lively, Appealing and Truthful Sales Writing

by Marcia Yudkin

Author, Meatier Marketing Copy and 15 other books

Creative Ways

P.O. Box 305

Goshen MA 01032

http://www.yudkin.com

[phone]

Smashwords Edition

Copyright 2012 Marcia Yudkin

Smashwords Edition License Note

All rights reserved. Please obtain written permission before reprinting, duplicating or distributing this ebook, in whole or in part.

Introduction: What is Hype and What Don’t People Like About It?

Ever cringed at or wanted to shield your eyes from over-the-top sales writing? I certainly have. So have many of my clients – service professionals, entrepreneurs, business owners and nonprofit heads who value dignity, directness and respect.

Please, can you write me something I won’t be embarrassed to send out? is the way one client, an executive coach, put it.

What activates the shudders in some people is a style often labeled hype. It has a loud, carnival-barker tone, uses overheated language and accosts readers with aggressive salesmanship instead of beckoning them to learn more. Techniques in the style of hype include:

* An emotional pitch that tries to rev up the reader into a buying frenzy by appealing to greed, envy, scarcity, laziness or hatred

* Hard-to-believe, extreme claims without proof, such as With a Flick of Your Pen, Get Tens of Thousands of Dollars From the Government, Tomorrow or You’ll Never Have to Pay the Asking Price For Groceries Again or Publish a Book Even if You Don’t Even Know How to Write Your Own Name

* Typography that’s heavy with bright colors, exclamation points, capital letters, colored highlighting and underlining, making for a fast-talking pace and a breathless tone

* Puffing up of the value of what’s being sold way beyond what’s reasonable

* Vague references to secrets

* Black-and-white logic, such as implying you’re either wealthy and happy or barely scraping by

* Lots of fluffy, non-descriptive adjectives, such as amazing, awesome or killer

* Outright or subtle lying

If that style of writing turns your stomach or would make you ashamed to use it, do reject it. There are plenty of straight-shooting, vivid and powerfully persuasive copywriting techniques left over with which to stock up your promotional toolbox.

This ebook describes no-hype techniques that perk up your marketing copy while keeping you out of the gutter. In many cases, the knack lies in taking an unexpected and interesting angle on your topic. However, before we get to the no-hype instruction, I run through the basic elements you need to include whenever you’re promoting anything. Then I explain how to polish things up for a clear, strong impact.

This way, your readers find everything they need to know to make their buying decision, they enjoy learning about your offering, and you’ve eliminated obstacles that might stand in the way of the sale.

Use this ebook as a guide whenever you have