This info is based on educational theorist, David Kolb’s theory on experiential learning – or how we learn.
1. We have a concrete exerience. Example, we drive too fast around a mountain curve and almost lose it.
2. Observation and Reflection on the experience. We think, wow, we almost crashed and died.
3. Abstract concepts of the experience. Maybe we should drive slower next time.
4. Test the abstract concepts. Next time we drive slower and maintain control of the car.

There are 4 basic personality types each with their own values.
1. Sales personalities – persuaders and motivators – 35% of population.
2. Scholastics personalities – focus on objectives and outcomes 18%.
3. Technicals – focus on operations and processes – 25%.
4. Advocates/Marketers or creatives – focus on opportunities – 20%.

Each of these has a different filter for learning.
The 4 questions ARE:
1. Sales ask WHY
2. Scholastics ask WHAT FOR
3. Technicals ask HOW
4. Advocates ask WHAT IF

Let’s take an example message “buy my product”…

Sales asks, why should I?
Answer must have benefits such as, it will save you money, make you more attractive, etc.

Scholastic will ask, what purpose should I buy this for?
Answer with practical results like this product will let you do it better, faster, cheaper…

Techies wil ask, how does this work?
show how it works, how it produces the results, how it is connected…

Advocates/Marketers ask, what if I use this product to…?
Offer suggestions on how the product could be used in other ways besides the obvious.
Like, here’s how you can use your video camera to make money.

Make sure you cover the following points:
Why they should buy
How it will benefit them
What the product/service will do
What it will accomplish
How it does what it does
Creative things you can do with it.

Answer these and you will have all your bases covered in addressing what is important for each personality type.