Learn About Monroe’s Motivated Sequence for Inspiring Action

Monroe’s motivated sequence is a prescribed organizational structure for persuasive speeches, public speaking , and written arguments. Alan H. Monroe, a psychologist and professor at Purdue University, created the sequence and published it in his 1943 book, *Monroe's Principles of Speech*. The sequence contains five basic steps—attention, need, satisfaction, visualization, and action—aiming to inspire audience members to take action after listening or reading. Monroe’s motivated sequence of steps is only one possible way of organizing an argument—other organizational patterns include the problem-cause-solution sequence, the pronged argument, and the compare-and-contrast format. Monroe’s motivated sequence has five steps: 1. __Attention__: For this step, the public speaker captures the audience’s attention using a hook or attention-getter. A good hook considers the audience’s position and suggests specific ways to grab their attention and make them want to continue listening or reading. This hook can be a strong image, rhetorical question, or an interesting fact. 2. __Need__: In the need step, the speaker describes a problem that needs a solution, often making the audience feel that this must occur immediately. The need step is where the speaker presents the main point, central idea, or purpose of the presentation. 3. __Satisfaction__: In the satisfaction step, the speaker presents the solution (or solutions) to the problem from the need step. Monroe recommends meeting objections in this step, suggesting speakers address possible counterarguments to keep the audience from diverging from the path. 4. __Visualization__: In the visualization step, the speaker paints a picture for the audience of how the solution will take care of the problem or forever change the situation. The speaker can choose to emphasize the positive effects (called “positive method”), the negative consequences if the audience doesn’t accept the solution (called “negative method”), or a combination of both (called “contrast method”). 5. __Action__: Actualization is the final step of Monroe’s motivated sequence. The speaker appeals to the audience in a clear statement to take immediate action—whether agreeing with the speaker, purchasing a product, or making a life change. Monroe’s motivated sequence can easily apply to sales by framing each of the five steps in terms of a product the speaker is trying to sell. For instance, the speaker can discuss the product’s need, present it as the solution to that need, and display how it will affect positive change. In [sales pitches](https://www.masterclass.com/articles/daniel-pinks-tips-for-crafting-a-sales-pitch) that use Monroe’s motivated sequence, the call to action will always be for audience members to try the product themselves. Monroe’s motivated sequence outline can be a successful technique to organize the information in general marketing campaigns—the five steps can shape emails, advertisements, demonstrations, and other types of text and speech <a href='https://masterclass.com/articles/robin-robertss-tips-for-effective-communication' target='_blank' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://masterclass.com/articles/robin-robertss-tips-for-effective-communication","linkCopy":"communications","category":"automated-link"}' automatic='true'>communications . Learn more about advertising and creativity from Jeff Goodby & Rich Silverstein. Break rules, change minds, and create the best work of your life with the [MasterClass Annual Membership](https://www.masterclass.com). Monroe’s motivated sequence is one way of organizing a persuasive argument. Learn about the different steps of this organizational structure and how it works in sales and marketing.