Marketing alignment: How to market for your personality type
Someone in your industry is posting daily reels and crushing it. So, you try it. Two weeks later, you posted three videos, hated every one, and then quit.
That is what I call a marketing alignment problem.
Marketing alignment means matching your marketing to your personality type and to your customers. Get both right, and it stops feeling like something you avoid. Get them wrong, and no amount of effort fixes it.
The four personality types and how they show up in marketing
Most people know introverts vs extroverts. But there are four personality types, and each has a natural marketing style.
1. The Extrovert
Extroverts are energised by people. Face-to-camera videos, going live, networking, high-energy social posts – this is their zone. Visibility comes easily, and so does consistency, because they enjoy the interaction.
The watch-out: if it’s all “look at me” with nothing in it for them, an introverted audience is gone.
2. The Introvert
Introverts recharge alone and think before they speak. Their marketing strengths are writing, blogging, before-and-afters, client results, voiceover videos and process reels. Substance-heavy content that builds trust over time.
Marketing for introverts doesn’t mean hiding. A well-written post or a results reel builds just as much credibility as a daily talking-head video. Often more.
The trap is under-marketing. Discomfort means you post once, cringe, then disappear for three weeks. The inconsistency is the problem, not the format.
3. The Ambivert
Most people sit somewhere in the middle. Ambiverts can flex between both styles depending on the platform and audience – personal content on some channels, results-focused on others. That flexibility is a real advantage.
4. The Otrovert
Brand new – literally coined in 2025 by New York psychiatrist Dr Rami Kaminski. The word comes from the Spanish ‘otro’, meaning ‘other.’ An Otrovert is a perpetual outsider. Not because they’re shy or antisocial, but because they’ve never quite felt like they belong to any group. Even in rooms full of their people.
Unlike introverts or extroverts, Otroverts aren’t drained by people, they’re drained by groupthink. They tend to be free thinkers and have no need for validation. They energise themselves, as Dr Kaminski puts it, “by thinking their own thoughts.”
Even Oprah wrote about it, and if Oprah’s paying attention, it’s worth yours.
(My Otherness Scale score was 216/280, which explains a lot. I’ve never truly felt like I belong anywhere. I love bucking a trend, and I’m self-employed. Go figure.)
In marketing, Otroverts don’t respond to ‘join the community’ messaging. What lands is honest, specific and a little unconventional. Not ‘belong with us’, but ‘we get you.’
If the Otrovert concept resonates with you, it’s worth exploring further. You can take the Otherness Scale assessment to see where you sit on the spectrum, and read Vanessa Van Edwards’ excellent breakdown of what it means to be an Otrovert, how it differs from introversion and extroversion, and why so many entrepreneurs and independent thinkers identify with it.
Why your customer’s personality type matters too
Most business owners never ask: which personality type is my customer? But it shapes everything – how they take in information, how they make decisions, and what makes them feel understood or pushed away.
After 20+ years working with small businesses, here’s what I’ve noticed: your ideal customer is usually a version of you, just a few years behind. You already know how to speak to them; you just have to remember what it felt like before you figured it out.
Marketing to introverts
Introvert buyers research before they act and don’t respond well to pressure. What works:
- Lead with what you do and how it solves their problem – not just who you are
- More detail, not less. They want proof before they take action
- Email and long-form content often outperform quick social posts
- A contact form or booking link beats “DM me!” every time
Marketing to extroverts
Extrovert buyers move fast and want a clear next step. What works:
- Get to the point. Lead with the result.
- Energy and enthusiasm land well
- Video and social content resonate most
- Make it easy to say yes quickly
The mismatch is where things go wrong. An extrovert marketing loudly to an introvert audience comes across as pushy. An introvert who under-markets to an extrovert audience goes invisible. Neither is wrong – it’s just misalignment.
The real reason your marketing feels inconsistent
It’s not that you’re bad at marketing. I hear this constantly, and it’s rarely true.
You’ve been doing it in a way that doesn’t suit you. Copying someone else’s strategy, format, energy. So, you put it off, do it half-heartedly, then decide marketing “just isn’t for you.”
What’s not for you is someone else’s version of it.
Marketing you don’t dread is marketing you’ll do. And consistency – not the perfect strategy or platform – is what gets results.
How to find your marketing alignment
Two honest questions. That’s it.
1. What marketing do you not mind doing?
Not what you think you should do. Not what’s working for someone else. What can you do without dreading it? Start there and build outward.
2. How would you describe your ideal customer?
How do they communicate? Do they make quick decisions or take their time? Are they loud on social media or reading everything before they reach out? Once you know both, you know where the gap is, and closing it, even a little, makes a real difference.
Quick reference: marketing by personality type
Extrovert:
- Face-to-camera video, lives, high-energy social
- Your personality IS the brand, watch out for too much “me” content with introvert audiences
Introvert:
- Process reels, voiceover, before-and-afters, blogging
- Let your results do the talking, and watch out for under-marketing
Ambivert:
- Mix it up with personal on some channels, results-focused on others
Otrovert:
- Skip generic, mass-appeal content and instead be specific, honest and a little unconventional. Don’t make them feel like they belong, make them feel seen.
Want help getting aligned?
This is one of my favourite things to work through with clients, and something I cover in my Marketing Alignment Workshop and Keynote. Once it clicks, everything gets easier.
If you want to know your type, understand your customers and get a clear picture of what your marketing should look like, let’s start there.
