Monroe’s Five Steps
It doesn’t matter if you’re conveying your message through speaking or writing …
Following Monroe’s Motivated Sequence will make your message more persuasive…
Here are Monroe’s five steps…
- Get the Audience Attention
In ANY persuasion situation, you have to show your audience something of interest.
Monroe described the average audience does not care!
You need to make them care.
Your intros have to include startling statements, illustrations, questions and more.
You have to show them a benefit that they actually care about, that makes it feel like it’s for them, and pique their curiosity. This will buy a few moments of their attention, which you’ll have to continue to earn.
- Describe a Problem that Needs a Solution
There are only two real needs that people want. The first is to change what they don’t like about their life as it is. The second is finding a way not to change what it is that they like about their present conditions.
This is all about protecting what you have, and getting what you want.
If you think about someone’s problems they want to have solved as either representing something they don’t want to lose, or something they want to gain, you’re on the right track.
You need to…
— Make a clear statement, either pointing out what is wrong with the present conditions or pointing out the danger, which threatens the continuance of the present good conditions.
— Illustrate the need with one or more compelling examples.
— Explain the ramifications, using as many additional facts, examples, and quotes as required to make the need convincing and impressive.
— And make it personal to the individuals in the audience, showing them why it’s important to them.
- Provide a Solution that Satisfies the Need
You need to give your audience or your prospects something to act on, which means you need to present a clear, compelling solution to that problem.
You need to show them what they need to do, or what changes are required and how this relates to either getting what they want, or preserving what they have.
You need to be crystal-clear here.
Monroe says that you need to have a practical, logical explanation of how and why your solution will solve their problem and you need examples from experience.
- Visualize the Results
If you’ve ever studied Neuro-Linguistic Programming (or NLP), you know that one of its big lessons is around the concept of Future Pacing.
The function of this step is to “intensify desire.” To get the audience not just looking at the problem-solution on a logical level, but to get them imagining a future in which your solution is (or is not) implemented, and emotionally experiencing the outcome.
It is broken down into three separate approaches.
— You can be positive. You get them to imagine a future in which your solution has been implemented, and imagine the benefits that result. Get them to picture themselves specifically in the situation, feeling the safety, pleasure, or pride, which your solution produced.
— You can be negative. You get them to imagine a future in which your solution HAS NOT been implemented, and imagine the bad effects. Get them to imagine everything going wrong in the problem step, only bigger and worse than it is now, and the pain that causes.
— You can contrast the two. You paint a picture of the two paths they can take today, with or without your solution. You paint the negative picture first, and the consequences of inaction. Then, you paint the positive picture and all its benefits. Then you bring the contrast of outcomes back to their current moment of decision.
- Requesting Action
Finally, you must be specific in what action you want your audience to take.
Monroe’s tips say that with marketing and selling, you have to be specific about the offer and what they need to do.
You must be explicit and emphatic.
You must be clear.
You must ask them to take a specific action to solve the problem you’ve outlined.
Do this well, and you’ve created a massively persuasive message!