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Monroe’s Motivated Sequence

Monroe’s Motivated Sequence. Adapted from: http://comm.colorado.edu/jjackson/1300/monroe.htm. Attention Step. Gains attention/interest Favorably disposes audience to topic Methods Address occasion, audience, topic Startling stats Quotation Humor Illustration. Need Step.

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Monroe’s Motivated Sequence

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  1. Monroe’s Motivated Sequence Adapted from: http://comm.colorado.edu/jjackson/1300/monroe.htm

  2. Attention Step • Gains attention/interest • Favorably disposes audience to topic • Methods • Address occasion, audience, topic • Startling stats • Quotation • Humor • Illustration

  3. Need Step • Describes problem • Makes audience uncomfortable with status quo • Methods • Claims/evidence • Demonstrate ramifications • Illustrate

  4. Satisfaction Step • Presents solution to the described problem • Methods • Claims/evidence • Explanation • Demonstration • Practical Experience • Meet objections/counterarguments

  5. Visualization • Intensifies audience desire to enact proposed action • Helps audience “see” results • Methods • Positive Method (“shows” result of action) • Negative Method (“shows” result of inaction) • Contrast Method (“shows” difference between action vs. inaction)

  6. Action Step • Focuses thoughts of audience • Leaves audience in appropriate mood to act • Provides sense of completion • Methods • Challenge • Illustration • Personal intention • Inducement

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