Have you ever wondered why TV commercials are louder than the program you have just been watching?
While we all reach out and grab the remote to hit the mute button, it’s worth noting that this change in volume is the first stage of Monroe’s Motivated Sequence.
Monroe’s Motivated Sequence in 5 Steps
- Step One – Grab Attention
- Step Two – Establish a Need
- Step Three – Satisfy the Need
- Step Four – Visualize the Future
- Step Five – Create a Call to Action
The steps above can very apparently be used in advertising, but the steps are also used by politicians giving speeches, charities wishing to attract funding and everyday folk giving presentations (where a call to action or decision is required at the end).
To discuss the five steps listed above, let’s add a little more detail to each one:
Step One – Grab Attention
In this first step, the entire focus is on grabbing the attention of the viewers. Keep in mind that the viewers can be people watching TV, or people attending a presentation.
For TV, they can use the louder volume as mentioned previously, but they can also use a specific tune or song that is aimed at the age group and gender of their intended customers.
Graphics-wise, they can use numerous attention-grabbing scenes to encourage the viewer to stop what they are doing and focus on the message being delivered.
Step Two – Establish a Need
Once the attention has been established, it is now time to develop a need for the item or subject being promoted. This ‘need’ is often a problem that needs to be solved.
The problem will often be presented using statistics by leaders in that field who can demonstrate how significant the need is.
Step Three – Satisfy the Need
Now that the viewers or audience understand the need, they are very open to hearing about the way that the problem can be solved.
Step Four – Visualize the Future
The audience should now be on your side at this stage. If not, then this step should add the glue to make the whole plan stick together.
This stage is all about creating a vision of what the future will be like if the problem isn’t solved.
Presenters can use positive or negative points to create the visualization. Sometimes they’ll use both. For positive visualization the presenter can paint a vivid picture of how good things will be once the idea has been adopted. For negative visualization the presenter can display the terrible consequences of not following through on the solution being presented.
Step Five – Create a Call to Action
The call to action for a TV commercial might be for the advert to end with a phone number that the viewers can call. For a presentation, the presenter may be wanting support for a project, and the call to action may require a signature from the attendees.
Take a Look at This TV Commercial Analysis Video To See How It All Comes Together
The video covers all five stages of Monroe’s Motivated Sequence. One thing that you probably didn’t miss at all was the volume of the ad. While the increase in volume is annoying when you are happily relaxing at home, you can’t argue that it grabs your attention.
One point to note is that all TV commercials, just like any kind of advertising, are not perhaps targeting you personally. So while you sit there wondering why anyone would be interested in an electric blanket with a picture of a puppy on it – someone out there will be impressed.
Daytime TV, for example, tends to place commercials for the people who are most likely to be at home during the day. If you happen to be merely taking one day off work, then you’ll probably discover that the commercials are not aimed at you at all.
The same is true for movies aimed at men. The commercial breaks tend to be predominantly for beer and cars! For the millions of people watching who are not passionate about beer or cars it doesn’t matter, as there are 10 x the number of people watching who will be.
One final explanation can be viewed below: