Revolution: 4MAT Business Bonus

To build onto the conversation I had in my recent video I want to share with you a quick and easy way to format your writing that is both easy and effective.


Firstly, if you haven’t heard much of Simon Sinek then check him out. he does a fantastic ted talk on how leaders inspire action. He is also has a great book called “Start with why”. Understanding his stuff will help you provide better content.

[Check out his TED talk by clicking here]

Secondly, the 4MAT I am talking about is breaking an email, blog, letter, article into four areas that makes it easier to follow and write.


These 4 areas in order are:


  1. Why
  2. What
  3. How
  4. What if




This is where you want to grab the readers attention and allow them to connect with you on an emotional or deeper level than simply just delivering facts. You could explain why its important, why this is what our attention needs to be on, why you felt the need to reach out, why they should be reading what you say. You can add in what you believe and try to pace to the reader. An example could be what your business believes and strives to do each and every week.




This is where you deliver the depth into what you are actually writing about. It may be the cause, the problem, the business, the opportunity. This is the analytical what they you must give them. The first why is the head in the clouds, the what is the feet on the ground. An example could be the business you work for and what you see it becoming.




This is where you would explain how you would see the two businesses working together or how you see the proposal being executed. This is the action steps to your plan written out. you have connected them with your why, explain the issue with the what and now providing a solution with the how. An example could be your business would provide the solution to their problem by providing a direct link to a captive audience or how the two people/businesses could work together to achieve a win/win situation.


What if:


This is where you add some pain to the situation or proposal if they don’t follow through with it. this is not a threat as much as it is painting a picture of what will happen if your ‘how’ isn’t actually done. a good opportunity for a call to action based upon the pain you are painting for them. An example of this to follow suit of the examples above could be that if things stay the same then we are missing out on the opportunity of gaining more clients and impacting a population or captive audience. you could also go on to explain that this could easily be snapped up by another person or business. It has to be sold as the opportunity and once again, (very important) add pain to not doing it!


Now I have explained the above in a business sense. However, I do this in my blogs and articles when trying to sell a mindset or thought. It doesn’t always have to be business. We are all selling. And this is a good thing. Someone is always buying. They are buying a yes or you are buying a no. learn to sell your ideas and your business.


This will feel weird when you first start but as always, you will get better at it. failure to follow a simple procedure may mean that your good message is missed by a population because of ones lack of ability to first pace and then lead (see what I did there).



Dave Nixon