There are many structures with which to create a persuasive message, here’s a neat five step approach originally developed by Alan H. Monroe for speech making way back in the 1930’s.
Here it is in a nutshell:
Step 1: Get attention
Open with a story, anecdote, high impact statistic, rhetorical question or ‘shocking truth’.
Step 2: Establish the need
Explain the problem or need and what the consequences are if nothing changes.
Step 3: Satisfy the need
Deliver your solution, supported with facts, examples. Respond to potential objections and downsides.
Step 4: Visualise the future
Implement the solution for this benefit, choose not to and pay the price.
Step 5: Action
Invite specific and immediate action.
This structure works well for change management situations and is a good one for leaders looking to elicit behavioural and cultural change.
Have a look at this video of Jamie Oliver’s compelling TED talk on healthy eating in schools. See if you can identify the above steps.
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