It would be futile on my part to try to make the cat more like the dog. (Before I go much further, I should admit that I have an affinity for the dog that I do not share for the cat.) If I were to try to make the cat do a trick before I would give her something to eat, like to "sit and speak", it simply would not work.

It's funny how much we are like dogs or cats. Some people are more extroverted and love having people around all of the time. They get charged up by being with people. Others are more introverted. Crowds of people wear them out. They would prefer to recharge in a good book, without other people around to bother them. Maybe you have taken some kind of assessment that typed your personality. It might have given you some sort of indication of where you rank on a sliding scale between extroversion and introversion. Or you might have taken an assessment that was a little more clever and gave you an animal persona - calling you a lion, an otter, a beaver or a golden retriever. Regardless, all of us have our own personality that is deeply ingrained inside and it does not change.

It is strange that many times we build grand marketing plans without regard for the personalities of our customers. It is akin to trying to teach the cat to bark. For instance, if you plan a big marketing event like a golf outing, who typically signs up? The peppy, extroverted sales staff, right? Those people who have merged their profession and their need to be with people by getting a job in outside sales typically are the first to join a foursome, send in their sponsorship, etc. What happens to the introverts at these events? They feel threatened by the mere mention of a day away from the office to play golf with a bunch of people they really don't know. So they either don't come or they come and stand in the corner of the clubhouse. Your marketing should engage all of your customers, not just the extroverts. So how do you reach the introverts? For one thing, take the event to them. Have you ever tried sponsoring an online event, where the customer does not have to leave their computer to be a part? How about a fantasy league sponsored event, where clients are able to draft players in a sport and compete with each other through a fantasy sports league that you set up. If you are raising funds for a charity (as many golf outings do), set a fee to take part in your fantasy league, then let the participants know how you are doing in raising funds. ESPN has multiple sports fantasy leagues you can try, such as NASCAR racing, soccer, baseball, basketball, football, hockey and poker. This sort of idea appeals to a broader base than the annual golf outing. It is also less expensive to put on and may engage more people than your golfing event.

The key to all of this is knowing your customer base very well. If you are dealing with a target that is made up primarily of "dog" personalities, then throw your big party. The more people, the merrier. However, if you are dealing mostly with "cats", you may want to consider something that is fun and engaging, but not in a room full of people. Most of us are dealing with both extroverts and introverts. Our marketing plans have to consider both personalities. So while the dogs are taking in the links, slapping each other on the back and trying to one up the last story told, you may want to order drinks for the cats and give them the most recent book you have read. Adjusting your approach will have a lasting impact on your customers.

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Gary Smalley Personality Types Inventory, http://www3.dbu.edu/jeanhumphreys/SocialPsych/smalleytrentpersonality.htm