In this video, we're going to talk about Monroe's Motivated Sequence. If you have a persuasive or motivational speech coming up, then you want to check out this next-level way to organize your presentation. Let's unpack the details. If this is your first time tuning in to this channel, Communication Coach, we make weekly videos about communication and leadership. And the question for this video is what topics do you think fit best into Monroe's motivated sequence. Not all topics in the persuasive area of speaking fit very well into this. Only certain types. So I'd like to hear your comments and your thoughts on that in the section below the video. I look forward to reading those. So in terms of our preview here, we're going to do an overview, look at the five parts of the model, explore the psychology of the framework, give some practical examples. look at the ethical uses of this, and then look at how it compares to existing persuasive frameworks. Allen Munroe developed this framework in the 1930s while he was a speech professor at Purdue University. It's a five-part framework designed specifically for persuasive presentations and it's designed to prompt listeners to take immediate action at the end of the presentation. There are five steps to it. We're going to go over these in more detail as the video progresses. Attention. Need. Satisfaction. Visualization. And Action. So let's explore the psychology of this framework. So first you grab your audience's attention much the same way you might in an ordinary informative presentation. You're using stories, statistics. You're using nice quotations that grab people's attention. In a regular introduction, though, you're going to have other things like a thesis and preview, but really this whole step in Monroe's motivated sequence is devoted to grabbing people's attention. so you're going to stack up a lot of these techniques. You might use not just a story but (also) a quotation, some rhetorical questions, some statistics, all stacked up and jammed into this attention step so that you really grab people's attention. Then you transition to what's called the need portion of the presentation framework. And here is where they're starting to feel a little lower because you are showing them there's a great need associated with the topic that you're talking about. So here again you're sharing stories statistics and everything else but it's devoted to convincing people that there is a need. Remember at the end of this you want them to take some kind of action and they're not likely to do that unless they're first convince that there is an actual need. So now you're going to help them feel a little bit better. You're going to tell them there is a solution. There's a way to satisfy the need that you have articulated and here's where you explain in quite detail the exact steps that you want them to follow. And by doing so you create a solution to the need that you have just articulated. So now they're feeling a little bit better. The next step is visualization where you're going to help them literally picture what life will look like if they adopt the particular solution or satisfaction step that you are recommending. And so now they're going to move up on the scale and feel a little bit better about life because you're like hey I showed you what the satisfaction step was and now I'm going to help you visualize it. so you're telling stories showing photos, whatever it takes to show them all the benefits that they will feel because they adopted your particular satisfaction step. The last step is called the action step. Aome people call this literally the call to action where you ask your audience to do something right there and then. You ask them for their email address. You ask them to text a certain number, some type of action that they are taking forward toward the solution step, the satisfaction step that you have already outlined. And here they should be the happiest so they're way up on the scale because they're actually taking part in solving that need that you articulated earlier. They're starting to feel really good about themselves because they're participating in this solution personally. So I like to outline it this way to show you how first they're feeling okay then they're not feeling so good in that need step but then they go up up up toward the action step. So there's some psychology here first you're making them feel that need and then you're helping satisfy that need. There's that persuasive and motivating element to it and I think that the magic of this model really is in that need step. If you can convince your listeners that there's a strong enough why. Why should they care? Why should they take action? Is this really in need in the first place? there'll be that much more motivated to take the ultimate action that you're going to ask them to. If you haven't convinced them that there's a real need, they will not be as likely to adopt the solution that you're proposing. So let's look at some concrete examples. So here we have a blank framework and just imagine you're going to ultimately try to sell your listeners a mattress. Well there are some steps that you need to follow before you ask for that sale. The first thing you want to do is grab their attention by talking about statistics involving sleep and how important sleep is and how crucial it is to living your life. Next you're going to convince them that they have a particular need by talking about the effects that a lack of sleep has on their mood, their health, and their effectiveness at work. You're showing them that they have a need for better sleep and you do this again statistics, stories, quotations, any tool that you have in your toolbox to carve out this need. And now you get to your pitch that you help them satisfy this need by showing them this new type of mattress let's say that you are selling that you want them to buy. And then you get them to picture what life would be like with this mattress through photos, through stories, through statistics. Again any tool that you have in your toolbox and when you get them to picture this the visualization step you want to make sure you erase whatever needs you said they had to begin with. So this is going to help their mood, their health, their effectiveness at work. And once you do that, some of them will be ready to take an action. This is where you make some kind of call to action have them text a number, have them fill out a form, have them supply their email. Maybe if you're right at the point of purchase, you're going to ask them for that sale. Ask them if they're ready to go to the register and ring this up. Let's take another example. This time let's assume you're going to ultimately ask your listeners to buy or fund a goat for a small village. Well you can just jump to that. You've got to go through the motivated sequence so they're actually motivated to do this by the end. In the attention step, you might tell them a story about a particular village that has a lot of problems and a lot of poverty. then you go into your needs step where you talk about how there's little food, few jobs, no hope. Then you get to your satisfaction where you talk about how much money were required to donate a goat to this kind of village that would make a real difference. In the visualization step, you're going to help them picture it through actual photos, before-and-after photos, for example, about how well the village is doing or other villages like it. You tell stories about lives that were changed in this village because of the goat. And the last action step is where you ask them to donate a small portion, or however much you're asking for in that particular presentation, to purchase a goat, to donate a goat. Let's take a look at the psychology of the framework in terms of the village and the goat presentation. So you tell them a story about the village and you might do other things here to grab their attention like statistics and quotations. Then you have to show them there's a need. This is where the "why" comes in. Otherwise they're not going to be very motivated. So no jobs, no food, no hope. Then they're feeling a little bit better because now you're telling them oh there's a solution here. You can donate a goat or a portion of a goat. When you get them to picture it, and this is really crucial, any kind of visualization step should involve erasing whatever need that you showed that there existed in the first place, like no jobs, food, or hope. Well these goats, donating to these goats, better create more jobs, more food, and more hope. Otherwise, you haven't really delivered on your promise. And then once you do that they'll be much more willing to donate. So there's a lot of psychology to this extremely powerful framework. Now clearly, if you have been following this channel at all you know that I'm not all about closing sales. In fact, I don't even really do sales and marketing type videos. So there are some ethical uses to this and I believe that we should only use this presentation format for ethical purposes. You must have the listeners best interests in mind when you're crafting your presentation or any kind of communication. If it's all self centered and all about what you're trying to get from people, that's not a very good starting place. You must support listeners right to make a free and informed choice and to me that means no manipulation. You need to be genuine. In other words, whatever you're talking about that should be coming from your heart. You shouldn't have some hidden agenda beneath the surface that you're trying to conceal. You want of course use true and factual information at all times. And this is one of the ways that you can use this framework in an ethical way. Let's look at how this compares to other frameworks. Let's take the example of buying the goat for the village. If we were to compare that to a normal kind of persuasive speech, you would have an introduction, problem, solution, benefits, which are your three main points in the body of the presentation and a conclusion. I actually like to picture presentations and even this Monroes motivate sequence like this. You have an introduction and you have your three main body points across, usually it's three main points. And then you have a conclusion. I think that's a more helpful way for me to visually remember. And the problem, solution, benefit is really the classic persuasive framework for a presentation. And that's I believe what Monroe used as a basis for his motivated sequence. they line up almost exactly except that what Monroe did was he tailored each step even more for the kind of presentation where by the end you were going to ask them for a specific action. So question of the day. What topics do you think fits best into this framework? Not all topics are equal and they don't all fit into Monroe's motivated sequence. But I would love to hear your suggestions in that comment section below. I look forward to reading those there hope you got something out of this look at Monroe's motivated sequence. I encourage you to use it in your next presentation if you have that opportunity. And if you have not yet subscribed to this channel, Communication Coach, I encourage you to do that. So thanks. God bless and I'll see you in the next video.