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How To Apply Monroe’s Motivated Sequence In Your Sales Content

My son was taking a speech class at IUPUI and shared with me a technique taught for persuasive speeches, Monroe’s motivated sequence. I’m sure it’s one of those lessons I took but eventually forgot since I’ve not been in class for a very, very long time.

Alan H. Monroe was an American psychologist, author, and expert in communication strategies. He is best known for the motivated sequence, also known as persuasive speech. Monroe put together a sequence of steps within a speech that provided the best results in persuasion. As you read through the steps and the sequence, you’ll begin to feel a little uncomfortable since you’ll see these methods used in everything from the presidential election to a ShamWow commercial.

Monroe’s Motivated Sequence:

  1. Attention – Get the attention of your audience using a detailed story, shocking examples, dramatic statistics, quotations, etc.
  2. Need – Show that the problem about which you are speaking exists, that it is significant, and that it won’t go away by itself. Use statistics, examples, etc. Convince your audience that there is a need for action to be taken.
  3. Satisfy – You need to solve the issue. Provide specific and viable solutions that the government or communities can implement to solve the problem.
  4. Visualization – Tell the audience what will happen if the solution is implemented or does not take place. Be visual and detailed.
  5. Action – Tell the audience what action they can take personally to solve the problem.

Think about utilizing this technique when writing your sales and marketing material.

Thanks to my son for the idea for the post!

Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.

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