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Monroe’s Motivated Sequence. Five Steps to Persuading Your Audience. Creator…. Alan H. Monroe Purdue University Professor 1930’s Tried and true psychologically based. The Steps. Attention Need Satisfaction Visualization Action. Step 1: Attention. Get your audience’s attention

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Monroe’s Motivated Sequence

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Monroe s motivated sequence

Monroe’s Motivated Sequence

Five Steps to Persuading Your Audience



  • Alan H. Monroe

  • Purdue University Professor

  • 1930’s

  • Tried and true psychologically based

The steps

The Steps

  • Attention

  • Need

  • Satisfaction

  • Visualization

  • Action

Step 1 attention

Step 1: Attention

  • Get your audience’s attention

  • Establish your credibility

  • Present the need/problem

Step 2 establish the need

Step 2: Establish the Need

  • Convince your audience there is a problem

  • The need will not go away by itself

  • Use statistics and examples

  • Convince your audience there is need for action

  • Build your case—prove there is a problem and relate it to the audience

Step 3 satisfaction

Step 3: Satisfaction

  • Solve the issue

  • Provide a specific and viable plan of action

  • Use examples, testimonials and statistics to prove the effectiveness

  • Anticipate counterarguments to anticipated objections

  • Think outside the box! Not a logical answer anyone could come up with in a few minutes!

Step 4 visualization

Step 4: Visualization

  • Help the audience visualize what will happen if the solution does or does not take place

    • Positive

    • Negative

    • Compare/Contrast

  • Include details/paint a picture

  • Make sure your vision is realistic and believable

Step 5 action

Step 5: Action

  • Tell the audience what they can do personally to solve the problem

  • Motivate them to take action now

  • Don’t overwhelm them, give them options to increase their ownership in the solution

    • Make it easy for them to take action—write a legislator, give them a prewritten letter and an address; organ donor, give them a brochure and tell them about the Facebook campaign (show them the page)

Example blood donation

Example: Blood Donation

  • Step 1: Scary story

  • Step 2:Stories/Stats/Facts to prove the need

  • Step 3:Blood banks guarantee a steady supply

  • Step 4:Without steady supply, needless deaths occur

  • Step 5: give them a card to fill out to become a donor; give them a brochure or phone number to call to donate; plan a time to drive people to donate.

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