How we change what others think, feel, believe and do
Monroe's Motivated Sequence
This is a simple sequence of steps for persuading that Alan Monroe developed, starting in the 1930s and which was influenced by John Dewey's reflective thinking sequence and Maslow's Hierarchy.
A simple attention-grabber is their name. You can also demonstrate emotion ('Oh no!') or physically grab them (if it is socially valid). Longer attention grabbers include jokes and dramatic stories.
Attention can be very brief, so once you have it, you need to move on quickly. Attention-grabbing should also move them towards interest. If you annoy them, then you will have your work cut out to recover the situation.
The next step is to trigger a need that the listener has. There are many of these, although the CIN Needs Model helps simplify this. A stimulated need leads to the person seeking a solution. This step includes:
This is not about creating satisfaction, but proposing a way in which satisfaction may be gained by meeting the need that you have just stimulated.
This step includes:
Now that you have proposed a solution, the next step is to move the listener to see it as the right answer for them to meet their need. Help them visualize the solution in place, such that it is complete and successful. If it involves them doing something, get them to see themselves in action.
Finally, you need to prompt the person into action, implementing the solution that you both now know is the right thing to do.
This step may include:
Dewey, J. (1933). How We Think, Heath
Monroe, A. H. (1943). Monroe's Principles of Speech (military edition). Chicago: Scott, Foresman
Ehninger, D. Monroe, A.H. and Gronbeck, B.E.(1978.) Principles and Types of Speech Communication, 8th. Ed