Despite years of practical experience and many expensive courses, I've realized the best marketing tip I ever got was in my High School English class.

This tip provided the basis of a simple and scientifically-proven system for quickly and easily creating persuasive marketing material and convincing business presentations.

It was framed in the following words penned over 100 years ago by poet and writer Rudyard Kipling (perhaps better known for creating 'The Jungle Book').

"I keep six honest serving-men (They taught me all I knew); Their names are What and Why and When And How and Where and Who."

Years later, I've discovered that Kipling is more than just a master of pretty words.

More recently, academic research into effective communication has come up with almost exactly the same formula for success.

And it shows very clearly why most business communication and marketing fails to have the desired impact.

After studying the learning style of different people for more than 25 years, educationalist Bernice McCarthy developed the 4MAT teaching system to reflect the four different types of learning style that she identified. The system works just as well for communication and marketing.

In brief, it splits people into four types: 'Why' people: need reasons and relevance before they will listen; 'What' people: information junkies (want to know all the facts); 'How' people: pragmatic and practical (they seek usability); 'What If' people (visionary, interested in the future possibilities).

Most of us have elements of all four types but usually one of the four 'buttons' is particularly 'hot'.

For example, you can provide a 'why' person with all of the facts you like but they will not even listen unless you satisfy their 'why' first.

If you are giving a presentation or writing a marketing leaflet, the only safe assumption is that your audience will contain people of all four types.

And that's where most marketing messages fail - they don't pay enough attention to all four buttons. Most often communication misses out the crucial first button - giving people a good reason '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 say.

Typically people rush straight in to the facts, the features - the 'what' part. While this is important, it is not enough on its own.

And, often, messages are stuffed full of information but don't make clear how it can be put to practical use.

The '4mula' for Successful Persuasion So, whether you are writing a 200 word letter or a 60 minute presentation, try taking a piece of paper, splitting it into four quadrants and answering these four questions.

Why should my audience be interested in this message? Brainstorm reasons why people will benefit from buying your product or service; Choose the best reasons and tell people about them first.

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