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Monroe's motivated sequence (mms) is an organizational pattern used to develop a sense of need or want in the audience, satisfy that need or want, and help them get enthusiastic about the advantages of the solution. The distinction between needs and wants, the importance of this distinction, and the five steps of monroe's motivated sequence: attention, need/want, satisfaction, visualization, and action.
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Monroe's Motivated Sequence Monroe’s Motivated Sequence (MMS) is an organizational pattern used to develop a sense of want or need in the audience, satisfy that want or need, and to help the audience get enthused about the advantages of that solution. Need versus Want
B. Illustration: give one or more examples illustrating the need or want. This is where you try to “"paint pictures”" verbally to really get audience to feel that need or want. C. Ramification: here you can offer additional evidence, such as statistics/testimony/examples which give even more weight to the need or want. D. Pointing: this is where you really point out how this need or want is directly related and important to the audience. Step 3: Satisfy the Need/Want-- In this step, you will now fill the need/want you built in step 2. It is vital that you be consistent; i.e., be sure the solution you offer really does fit the need/want. There are five steps here: A. Statement: tell your audience in a very specific, direct sentence what it is you want them to do (THIS IS THE FIRST TIME WE WILL HAVE HEARD-PRECISELY-WHAT IT IS YOU ARE ADVOCATING) B. Explanation: Explain what exactly it is you are advocating. C. Theoretical Demonstration: This is where you make it clear how what you are advocating fulfills the need you built in step 2. D. Reference to Practical Experience: This is where you bring in external evidence supporting the value of your proposal. E. Meeting Objections: here you anticipate counter-arguments and you pre-empt them, i.e., address them before the audience has time to actually bring them up. Step 4: Visualizing the Results-- In this step you are working to intensify your audience’s desire for your product/service. This is often called the projection step because it looks forward to the future. There are three options here: Option A: The Positive Method: Using this method, you offer vivid descriptions of how much better the person’s life will be as a result of buying your product or service. Option B: The Negative Method: Using this method, you offer vivid descriptions of how bad the person’s life will be as a result of not buying your product or service. Option C: The Contrast Method: Using this method, you combine the previous two methods, addressing negatives first, and positives second. Step 5: Call for Action-- This step is the final call for the buyer to actually make the purchase, the “go out and get it already” step. It should be brief, powerful, and well worded. End on a strong note, then sit down.