Design your message to use a mix of emotion and reason. It must grab the attention of the audience and appeal to them emotionally, while being supported by credible facts (reason).
In the 1930s, Alan H. Monroe developed the following five-step approach for speech writers to use to create a persuasive message.
- Get attention: Open with an attention statement or hook. Use a humorous story or anecdote, present an unusual fact, pose a question, or offer an interesting statistic.
- Establish the need: Explain the problem or need, and present the consequences of not taking action.
- Satisfy the need: Share the solution, supported by facts and examples. Think of potential objections or downsides and respond to them.
- Visualize the future: Show what the future will look like if the action is taken, and what benefits will be realized.
- Action: Summarize and motivate the audience by providing clear and explicit next steps.
