an introvert’s guide to successful self-employment

Walking into a crowded room full of strangers is way outside of my comfort zone. But when you’re self-employed, it’s all part of the job. Over many years of running a small copywriting agency, I’ve learnt how to lean into that anxiety and make my most introverted qualities my strengths.

Introversion is not about being shy (although I am that, too). It’s how you get your energy. Introverts prefer to spend time alone, while extroverts thrive in environments with lots of other people. Think of it as a spectrum, rather than one or the other. For me, being around the right people is great – just not too many. And as a writer, I crave long periods of uninterrupted time filled with deep thought.

THE MYTH OF THE EXTROVERTED ENTREPRENEUR  Social norms – amplified by entrepreneurial hustle culture – would have us believe you need to be a charismatic extrovert to influence others or land a deal. Or, that you need to be the loudest voice in the room to have an impact.

But research tells us that’s not the case at all. A 2017 study of over 17,000 senior leaders found over a third of CEOs in the study identified as introverts. These “quiet leaders” are great listeners and observers, which helps them build positive working relationships. They’re also thoughtful, calm under pressure and can adapt to change. So, how does this apply to a small or solo business?

Many people choose to run their own show because they like to work independently – they want to be in control of how they spend their days. The most successful solopreneurs are also focused: they have the discipline to concentrate on work when it needs to get done and think deeply to solve complex problems. These are all traits of the natural introvert.

RESULTS SPEAK LOUDER THAN CHARISMA Businesses of every size and shape are built on relationships. It’s all about who we know and who knows us. But if the idea of putting yourself out there is overwhelming, don’t panic. Relationships aren’t one-to-many. They’re one-to-one. And that’s where introverts thrive.

Let’s say that you’re meeting a client for the first time. The quickest and easiest way to build rapport is to show an interest in the other person. That comes easily to introverts – we’d prefer to listen to others than have the spotlight on us. By being curious, asking questions and listening deeply, you’ll hear what’s really going on for them and how you can help. That’s how you win the work – by solving problems, not selling. By making it all about them – not you.

When it comes to presenting, I’ve learnt I’m at my best in small groups. I still have to control my nerves before a major boardroom session – which is why you’ll find me in the nearest toilet cubicle with five minutes to go, taking up space in the Wonder Woman stance. I’ve rehearsed my talking points until they’re all I think about. And I know my stuff – enough that I can wing it if a session gets derailed.

EMBRACE EXPOSURE THERAPY Now it’s time for the hard truth, my fellow introverts. You cannot hide behind a screen if you want to stay successfully self-employed. You can meet someone a dozen times on Zoom, but it’s not until you have that coffee that you start to forge a more meaningful relationship. The kind of relationship that makes people loyal advocates and referrers for your business.

While I don’t love crowds, I do love learning, so I attend a few industry events every year. I don’t go with the intention of schmoozing my way to some potentially lucrative new clients. But through one-on-one chats, I make a few great connections. Those connections have changed the trajectory of my business. Just one conversation in a coffee queue six years ago led to almost $1 million in project revenue. And they’re still referring work our way today.

So, keep showing up. Be in the room. Just do it your way. Think in terms of quality conversations, not quantity of business cards. Make time to recharge after an event. And embrace those butterfly feelings in your belly.

If you are generous with your time and attention, you will find that others respond in kind. And if they don’t? They’re not the people you want to connect with anyway.

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Sara Howard is the founder of Writers Australia. Her first book, Beyond Solo: the guide to all the different ways to grow your business, is available now at www.beyondsolo.co, on Amazon and in all good bookstores.