A simple structure for persuasive messages _ by Dominic Wells

A simple structure for persuasive messages | by Dominic Wells

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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