News
4 Communication
Styles to Effectively Reach Your Customers
By Valerie Kendrick, President of
Kendrick Resources LLC
How can we use the four communication styles to
connect to more potential clients? Why do we need to
be aware of these styles when writing our
direct
mail literature?
If you haven’t asked yourselves these questions
before writing your next direct mail piece, you may
be missing a lot of opportunities. When we write to
an unknown audience we need to make sure we capture
the attention of each of the four communication
styles.
1. Directors: The first line of your document
must attract the “Directors.” It must be direct, to
the point, and state clearly the main purpose of the
document. You need to answer the question for this
reader, “What’s in it for me?” The very last line of
the document must tell them how to take action to
buy your product because their overriding need is to
finish each task.
Example: The new A500 with increased speed
and reliability, doubling your productivity, can be
ordered directly from our website at
www.whateveryourwebsite.com.
2. Socializers: Next we can appeal to the “Socializers.”
Their driving need is to be appreciated. You need to
explain how your product will get them more
attention from those they care about. You need to
emphasize the “newness,” creativity, or flexibility
of the product.
Example: You’ll be surprised when your
friends and family continually ask you to show them
the new and exciting ways to use the improved
time-saving features of the A500.
3. Thinkers: For our “Thinkers” you need to
include a chart or graph that specifically depicts
the statistics that prove your product is bigger,
faster, more reliable, or more efficient. They love
facts and details, and those must be presented in a
very eye-catching way. You cannot let the details
get lost in the body of your document. Remember to
leave a lot of white space around your chart of
specifications so that the “Thinkers” are drawn to
the information.
Example:
Specifications
Reliability: 9.99998%
Operation Hours: 2000 hrs.
Battery Life: 3 years
4. Relaters: Lastly, you must include our
“Relaters.” Their focus is on being liked and
belonging to the group. They want harmony and a way
for everyone to avoid conflict. You need to make
sure they know how your product enables them to
share with others. This style really appreciates
testimonials because they highly value the opinions
of others. They will seek out this information by
asking all their friends if they have used your
product or know anyone who has used it. Don’t make
them search for this information; give them the
testimonials and endorsements right near the bottom
of your document.
Example: “I am thrilled with the wonderful
new features of the A500. It has saved me so much
time and energy, and my whole family loves to use
it. In fact three of my neighbors have already asked
to borrow it.” Susan, Dallas,TX.
We all have a dominant communication style and it
governs how we respond to information. So the next
time you are putting together your direct mail
document, keep the four styles in mind and appeal
individually to each one.
---Source: Valerie Kendrick is the
President of Kendrick Resources LLC, specializing in
communications skills training. She has been called
the “Grammar Guru” because of her passion to help
the business person communicate more effectively.
Valerie can be reached at
valerie@kendrickresources.com or by phone at
303-552-7349.
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