Abstract
Social styles represent pervasive and enduring patterns of interpersonal behaviors; they are the way we act and respond to others. Every person has a basic social style in which he or she feels most comfortable. By appealing to a customer's social style, a salesperson is able to interact within that person's comfort zone and has a better chance to develop a lasting relationship. This article suggests that direct mail letters should incorporate social style appeals that will allow direct marketers to interact with customers and prospective buyers within their comfort zones or social styles. By using social style appeals in direct mail letters, direct marketers will increase their chances to improve responses and to develop continuing relationships with customers.
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