So you’re not a certified wallflower but … you’re a bit shy. You don’t seek the spotlight or dominate social gatherings and you definitely would never ever wear your favourite slippers in the shower.
Ok, apparently extroverts wouldn’t do that… So perhaps we do have something in common. But, here’s the thing… all those ridiculously outgoing buzzing people are not necessarily great salesmen or saleswomen.
Adam Grant of the Wharton School tracked the sales of more than 300 people (both men and women) who worked for an outbound call center. It turns out that ambiverts (people who are more or less equal parts extroverted and introverted) would perform best – out-earning introverts by 24 percent and extroverts by 32.
“The ambivert advantage stems from the tendency to be assertive and enthusiastic enough to persuade and close, but at the same time, listening carefully to customers and avoiding the appearance of being overly confident or excited,” Grant said.
Now, this is a copywriting blog so what’s the lesson? I guess there are many but one that comes to mind is this. Your sales copy needs to be neither too enthusiastic or overly casual nor too corporate in tone or reserved.
Copywriting that sells is copywriting that connects with the right audience. That’s why all great copywriters are great researchers. They take the time to get in tune with their market before they even write a single word of copy. And they understand how to be ‘enthusiastic enough to persuade and close’ and move people to action.
Ask yourself: Is your copywriting/sales copy too introverted or perhaps overly extroverted? Maybe it’s time to get it more ambiverted… (copywriting that exudes traits from both sides of the personality spectrum).