communication

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Fundamentals of Speech Communication: COM 114

Spring 2020

The persuasive speech outline below uses the classic 5 step pattern called Monroe's Motivated Sequence.

This method of organizing material forms the basis of many of the successful political, public awareness or advertising campaigns you see and hear around you on a daily basis. Why? Because it faithfully follows the psychology of persuasion. In a nutshell, it works. Exceedingly well.

Overview of Monroe's 5 step motivation sequence

In developing your persuasive speech outline you will follow these 5 steps:

1. Attention Grab the audience's attention

2. Need Establish there is a problem (need) demanding their attention

3. Satisfaction Outline a solution to the problem

4. Visualization Show the audience how they will benefit from your solution

5. Action Provide the impetus and means to act

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The five steps in more detail

Getting attention - step 1

This step is your introductory "listen up" call. To make it effective, it needs to grab the audience. It could be any of the following:

• a startling statement, • a rhetorical question, • a quotation, a funny story, • a dramatic story, • a photograph or other visual aid.

Put yourself in the position of your audience when deciding how to hook and hold their attention. Why should they listen to you? How does what you have to say benefit them? Is it relevant to them? How?

Step one – attention, establishing credibility, listener relevance, thesis statement

As well as getting their attention you also need to establish your credibility or right to talk on the subject. Your audience needs to know that they can believe what you're telling them. If they feel they can trust your expertise and experience they will be much more likely to follow your lead.

Transition - the link from step 1 to step 2

Establish the need - step 2

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This step develops the need for change. Now that you have your audience's attention, you will clearly show them what the problem is and the extent of it.

To be effective, use:

§ examples to illustrate how it impacts on them - their happiness, future, health, family… § statistics - facts, figures, graphs, diagrams. Remember to cite your sources. You need

recognized sources to give your speech the credibility you want.

§ expert witness testimony - the more authoritative, the better

Your goal at the conclusion of this step is to have your audience eager to hear your solution. They agree with you that there is a problem and want the answer.

Transition - the link between step 2 and step 3

Satisfy the need - step 3

Now you outline your answer or solution and show the audience how it will work. To do this well:

§ outline your solution succinctly

§ demonstrate how it meets the problem § use examples to show how effective it is

§ support with facts, figures, graphs, diagrams, statistics, testimony... § if there is known opposition to your solution, acknowledge and counteract showing how your

plan overturns it

The ideal outcome of this step is the audience nodding and saying to themselves: "Yes. This is possible, practical and sensible." Your answer satisfies them. It gives them "satisfaction".

Transition - the link between step 3 and step 4

See the future - step 4

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In this step, the audience "experiences" the solution. They see (feel, hear, taste...) what will happen if they do as you are suggesting contrasted against what will happen if they don't do as you are suggesting.

This step relies on your use of vivid imagery to portray the outcome of their action, or inaction. They see and feel the pleasure, or pain, in their imagination. To bring it home to your audience the pictures you provide, the stories you tell, need to be relevant and believable. What you want folk thinking as you conclude this step is: "I can see that this would be good for me."

Transition - the link from step 4 to step 5

Take action - step 5

In this last step you present your call to action. The call to action can be embedded in any combination of the following:

§ a summary

§ a quotation § a challenge or appeal

§ an example

To be effective, the action step must be readily doable and executed as soon as possible. Make it as easy as you can for your audience. If you want them to sign up for something, have the forms available. In other words do the leg work for them! Action steps that are delayed even for 48 hours are less likely to be acted on. We're human - life goes on. Other things intervene and the initial urgency is lost.

Step five – Action: Summary, Call to Immediate Action, Memorable Close/Clincher