Important
The world of marketing can teach us a lot
about persuasion. I invite you to examine magazine and
television advertisements and look for the following:
- Does the advertisement have integrity?
- Is it based on true evidence and facts
or on opinion and hearsay?
- In your opinion, do you think the
product sells itself, or is it promoted by sex,
money, and image?
Monroe’s
Motivated Sequence
| Step 1: Attention |
Address listeners’ core concerns, making the
speech highly relevant to them. |
| Step 2: Need |
Show listeners that they have an important
need that must be satisfied or a problem that
must be solved. |
| Step 3: Satisfaction |
Introduce your proposed solution to the
problem. |
| Step 4: Visualization |
Provide listeners with a vision of
anticipated outcomes associated with the
solution. |
| Step 5: Action |
Make direct request of listeners that
involves reconsidering their present way of
thinking about something, continuing to believe
as they do but with renewed vigor, or
implementing a new set of behaviors or plan of
action.
2
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A lot of manipulation is
going on in the world today. I would
encourage you to use persuasion with
integrity and remain true to the ethics
of public speaking by providing vital
information and by affirming and applying
values. It is important that you do not
focus on changing the listener, but on
helping them learn important lessons that
will lead them to want to change
themselves.