Tying it all together with Monroe’s Motivated Sequence
There’s one final tool that I want to share, which helps you augment the buyer’s journey phases with motivational principles: Monroe’s Motivated Sequence.
Alan Monroe was a Purdue professor in the 1930s. He created a five-stage plan for making a persuasive speech. Monroe’s five steps are Attention, Need, Satisfaction, Visualization, and Action. Let me unpack these a bit more and show how you may use Monroe’s technique to motivate customers to make purchase decisions:
i.e. capturing your audience. For Monroe, that meant capturing the audience of his speech. In journalism, this is the story’s lead. In screenwriting, it’s the cold open. In all cases, the goal is to hook your audience and get their attention.
An oft-used method of capturing attention is to scare – or at least alert – your audience (customers) that Houston, we have a problem.
Data is your friend here. In much of the recent work I’ve done for clients, they’ve wanted contextual data to support their use case or product. I utilize this data throughout the materials I create, leading with the most shocking statistic that I can find.
Need comes next:
In this phase, the idea is to keep convincing the audience that there is a problem – and make it personal. You can use more data here to build the case.
Consider a hypothetical example. Let’s say you’re a marketer for a tooth-cleaning product. You might start your campaign with a staggering statistic such as, “One in three people lose their teeth by age 40.” (Psst – I made that up.) That’s the “Attention” phase.
Then, you add more statistics, like “99% of people don’t clean their teeth correctly” (another fact I’ve made up for illustration.) By this point your smart audience is probably starting to worry. This must mean I’m not cleaning my teeth correctly, either!
Boom: It just became personal.
Satisfaction is the middle phase:
By now, your audience (customers) should be thinking, “now what?”
Now it’s time for your “ta-da!” ‒ revealing your product as the solution to their problem.
Tactically, this is the time to bring out your marketing value proposition as well as features and benefits of your product. Be specific and detailed.
The Visualization phase is your final shot at drama:
Think of it as the what-if? Your goal is to help the audience (customers) imagine what happens if they solve this problem – or, even more effectively, what happens if they don’t. Put on your storyteller hat here and really bring it home.
Finally, it’s time for Action:
If you’ve done your job well, by now your customers have concluded that they’d better take action tout de suite. This is where you craftily insert your desired call to action and elicit the buy.
Used correctly, Monroe’s model provides a solid mechanism to present facts and elicit an emotional response – and a buy.
Do you feel motivated to give this a try?
What techniques do you use to motivate buyers? Share them here!