Ever got a flyer that just fails to capture your attention?
Spent more than 5 minutes at a website and still don’t know what it’s all about?
Or seen any marketing materials that leave you bored, blur or just plain bleh?
Chances are they failed to answer some key questions each of us are psychologically tuned to ask.
It goes by many names, but I think the one that most marketers use is 4MAT. Essentially, it’s four squares coming together to form a bigger square, and there’s a clockwise flow to it.
Let’s take a look at each quadrant and why each of them plays a critical role in your marketing material design. Yes, websites, flyers, brochures, video script and more. This 4 stages applies to ALL marketing materials, and you’ll soon see why.
#1. Why – The Purpose Question
Nail this question, and 80% of your battle to win a prospect is done. For all informed buying decisions, your prospects must know why they are engaging your services or buying your products. And here’s the trick – the more subtle you get them to ask the Why question, the more effective it is.
For you to get into the minds of your customers, that requires research. You need know their pains, frustrations, goals and ambitions. You give them the purpose so they don’t have to ask question like “But why do I need this anyway?” (Frankly if your prospect ask you that question, it’s probably they Why answers are not being presented properly, or they are just not your target market.)
Here are a few examples of purpose statements:
- Insurance | No matter what life throws at you and your loved ones, with us by your side, you know that you’ll always have peace of mind.
- Software Solutions | We make project management easy, so you can focus on things that really matter.
- Health Products | This one-minute habit will improve your immunity by over ten times, and you can kiss the flu bye-bye.
- Education | Give your child the edge to compete in the fast-changing world.
- Multimedia Productions | Creating video campaigns that stops your customers in their tracks, no matter what they are doing.
#2. What – The Clarity Question
Ok, now that you’ve got their attention, the What question is usually asked by your customers because they want to know more in greater details. Here’s where you can outline the benefits of your products and services, and also hover over some of the features. Remember, you may have their attention, but that doesn’t mean you should stop selling. As a matter of fact, every feature you have should be bound to a benefit for them.
Here are a few examples:
- Professional Training | Our low participant-to-trainer ratio ensures that your participants get the attention they deserve, and also to create an environment that’s safe to voice out.
- Healthy Foods | When we serve you your meals, know that all the ingredients used to prepare it comes straight from our backyard. That’s how mom ensures we get healthy meals all the time, and we are keeping her promise.
- Website Design | By using WordPress, you are essentially future-proofing your sites from hacks, so that it remains functional regardless of the situation.
- Auto Servicing | We use only top line parts, so you don’t have to worry each time you take your car on the road.
- Furniture | When you pick any of our furniture, right down to a simple chair, do know that we source from the best timber in Indonesia, and that means it’s meant to last for generations. Imagine your grandkids sitting on the very same chair as you reminiscent your tales of glory.
#3. How – The Mechanic Question
Here’s where it get’s interesting, but if your prospects read, view or listen this far, they are interested. It means they are excited by your Why Statements, pleased with the details they get from What, and now they want to know the process you’re going walk through with them.
One of my favourite example is the award wining low-budget airline, AirAsia, which tagline is “Now everyone can fly”. With a tagline like that, it’ll be idiotic to ask a Why question, i.e. Why would I want to fly? The natural line of question would fall to “What do I need to do?”, or simply, “How?”
In the How section of your marketing materials, it’s a smart move to include contents like:
- Process Flow
- Solution Matrix
#4. Call-To-Action – The Action Question
Ah, here’s where you ask for the sale. After the Why, this is the second most important part. Not that you should neglect the What and How section, but seriously, if your prospects read, view or listen till here, they are definitely interested to be sold to. Go ahead and ask for the sale!
Of course, sometimes they could be at the tipping point, the fence. That’s where you can include some words to create urgency, like:
- Get yours today!
- For Only $99!
- Limited seats left!
- Exclusive offer
- Only for the next 48 hours
So there you have it. The next time you design a marketing materials, regardless what form it’s in, just ask yourself these four fundamental questions, and you’ll probably got all the bases covered.