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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

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.