It seems that the vast majority of marketing advice is aimed at extroverts. "Go to networking mixers and meet new people," the authorities say. "Make cold calls." "Speak in front of groups." "Call people up and chat with them about what's new." If you are an introvert, these experts might as well be telling you to fly to the moon.

There's no question that an element of uniqueness in your marketing can make your business more memorable, competitive, and special to your target audience. These are all reasons why being different can be good. But how different should you be?