Monroe's Motivated Sequence

Alan H. Monroe, 1935

Monroe was a Purdue professor who mapped the psychology of persuasion onto a five-step speech structure. His insight: people don't act on information. They act when they feel a need, see a solution, and can picture the outcome.

01AttentionInterrupt the ho-hum. Make them look up.

02NeedShow the problem. Make it personal.

03SatisfactionPresent the solution. Prove it works.

04VisualizationMake them feel both futures.

05ActionTell them exactly what to do next.

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