When you hear a motivational speaker’s presentation and it inspires you do go do something great, what actually caused you to be inspired? When you’re in a sales presentation meeting and a prospect decides to become a buyer, what changed that mindset? The chances are good is that what influenced you was Monroe’s motivated sequence.
The Order of Monroe’s Motivated Sequence
Developed in the mid 1930′s by Alan Monroe of Purdue University, Monroe’s motivated sequence is a specific outline of steps that a good motivational speech or presentation will have to create influence. Here they are in order:
1. Attention: You need to first get the attention of your audience in some way. This can be done through humor, stories, inspirational quotes, or even statistics that people might find shocking.
2. Needs: What you’ve got to say must apply to the physical or psychological needs of your audience. Without establishing need, you won’t establish any motivation. You must be able to show that the problem you’re describing won’t go away on its own and that there is a need to get rid of it.
3. Satisfaction: Now that there is a need to resolve a problem, you present the solution to the problem in a way that makes sense to your audience.
4. Visualization: People are visual creatures, so to spur on more motivation, a visual comparison of what happens when your solution is taken to when it is not taken will reinforce your message. Visualizations should not be overwhelming, but they should be informative and drive your point home. A visualization that doesn’t make sense to your overall presentation will likely cause your needs and satisfaction steps to be written off.
5. Action: How can your audience help to resolve the situation you’ve described? How can they begin to act immediately to obtain satisfaction for themselves? Your call to action is what will drive home the point that action needs to be taken immediately. This is what influences people to change their minds, but this influence doesn’t take place unless the other steps in this process have been able to hit home for each individual.
Where Do You See Monroe’s Motivated Sequence Today?
You actually see this sequence in more than just speeches or presentations today. A good piece of content that attempts to sell you something utilizes Monroe’s motivated sequence as well. Take a look at the way a sales page starts: it gets your attention, usually through a question. It establishes that there is a problem with links or statistics or other proof. It describes how you can satisfy the problem and provides pictures and/or videos to reinforce it.
At the end of the page, there’s a call to action: are you ready to buy today? This is how a good sales page can convert more than 2% of its traffic on a consistent basis! If you’re looking for a new way to structure your content or make your presentations make more of an impact, you can follow Monroe’s motivated sequence too. Try it today!