If you are thinking about creating persuasive marketing material and convincing business presentations, check out these portrayed words from a poem written more than 100 years back. Recent academic research has shown that Rudyard Kipling, who wrote the poem, is more than just a master of pretty words. It demonstrates that the formula for effective business communication is nearly exactly the same. After studying the training style of differing people for more than 25 years, educationalist Bernice McCarthy developed the 4MAT® teaching system to reveal the four different types of learning style that she identified.

The system works equally well for communication and marketing. Most of us have elements of all types but usually one of the four ‘control keys’ is specially ‘hot’. For example, you can provide a ‘why’ person challenging facts you prefer but they won’t even listen unless you satisfy their ‘why’ first. If a presentation is being given by you or writing a marketing leaflet, the only safe assumption is that your audience will contain folks of all types.

And that is where most marketing messages fail – they don’t really pay enough attention to all four buttons. Frequently communication misses out the key first button – providing people reasonable ‘why’ they should pay attention. If you don’t hit that one many in your audience won’t even listen to what you have to state. Typically people rush straight into the facts, the features – the ‘what’ part. While this is important, it isn’t on its own enough. And, often, messages are stuffed full of information but don’t make clear how it can be put to practical use.

So, whether you are writing a 200 word letter or a 60 minute display, try taking a little bit of paper, splitting it into four quadrants and responding to these four questions. Why should my audience be interested in this message? What facts and information do they have to make a decision in what I am stating?

  • It gives him the decision to consider his own decisions and prevent intervention from others
  • 12% have paid for digital photos
  • Has an all natural language interface
  • Linkages between System Thinking and EA
  • Telecommunications firms

How will they utilize this information – what do they need to do next? What will happen in the future if they are doing or don’t take my advice? Then use that giving information to write your letter or brochure or deliver your display. The time needed for every segment will change depending on your purpose but be sure you give adequate time to all four – and cover them in the above order. Cover ‘why’ as early as possible and make it powerful. Then provide them with the information they need but be sure you explain ‘how’ they can make it work. And lastly, give a vivid picture of exactly what will happen if they actually (or don’t) follow your advice.

That could imply a lot of tough negotiation is needed to reach a comprehensive agreement. In September Your choice to keep another round of talks, instead of later this month, as had been expected, also suggests the pace of negotiations shall be slower than it was last spring. That might be because Lighthizer has a number of other pressing projects between now and October.