All entrepreneurs want to create impact with their product or service.
It can feel like there are hundreds of rules and dozens of ways to grab and keep the attention of your prospective clients. It simply depends on which online marketing, branding, SEO or course-creation guru you're following at the time.
The hidden secret behind the most successful entrepreneurs is one simple system: Monroe's Motivated Sequence.
Alan H Monroe was a Purdue University professor in the 1930's. He developed a system for persuasive speaking built around John Dewey's Reflective Thinking Sequence. And the grandfather of modern sales and marketing techniques, Abraham Maslow, built his Hierarchy of Needs in the 1940's around the process. That's all a bunch of psycho-speak to identify what people want/need and help them come to a decision.
Whether you're learning at the feet of Ray Edwards for copywriting, Lisa Sasevich for crafting a signature speaking system, or John Lee Dumas for to become a podcasting guru, a closer look will show they have become masters of the process.
Here are the five basic steps of Monroe's Motivated Sequence.
Let's dig deeper and see how it applies to your business.
Sequence Step 1: Attention
We are fighting for the eyeballs and attention span of our audience.
We only have about 15 seconds to really grab people. If we don't make an impact immediately - they are off to the next web page, video or off to play Pokemon Go.
Monroe's Sequence, teaches us that grabbing the attention of our audience is the MOST IMPORTANT THING WE CAN DO!
A story - a shocking video - a dramatic stat - a famous quote - all of these are the tools of the trade.
How do YOU grab the attention of your audience?
Can you pass this 3 Minute Attention Span Video?
If you struggle, what about your Clients and Potential Clients?
Sequence Step 2: Need
Every person has a sign over their head that says, "What's in it for me?" You may have heard it as the radio call sign WIIFM.
We're talking about the psychological need here. And this goes back to Maslow's Hierarchy - the 5 Basic Needs.
Maslow said that until the most basic needs are met, you can't reach the other needs.
So, if you want to serve people in the area of Self-Actualization - the highest level of the 5 Basic Needs, you have to help them understand how what you have to offer will meet the other four levels as well.
For example, as a life coach, how will your services also meet their their basic everyday needs (money to live, etc.); their security; their community; and their internal view of themselves? When you use the concepts of Monroe's Motivated Sequence, you'll guarantee you answer the question of need completely.
As Entrepreneurs, we MUST help our audience know and believe we speak their language. Help them see you understand their deepest needs.
When our audience believes we can answer their need, they will be more likely to invest in you as their source of education, service, or representation. You're ability to meet their need, will meet your need of cash flow. How much would it be worth to you to have 4 or 5 additional clients this week?
How do you answer the Needs question for your clients?
Sequence Step 3: Satisfaction
Not only do you need to communicate you understand their needs, you have to offer a real solution.
How do you communicate that that "YES - RIGHT NOW - when you work with me, you can do this, this, or this and it will answer your need."?
What specific solutions do you offer? What is your one-of-a-kind system? How are you different than every other widget designer?
Your prospective client is asking, "If I can go to another website/seminar/course and find exactly the same answer, why should I pay you?"
It is incredibly easy to implement the steps of Monroe's Motivated Sequence into your projects, presentations and content creation.
- Write the steps down on a sheet of paper you can keep in your main work area.
- Refer to the steps when you begin your project.
- Develop an outline in Google Docs, Evernote or wherever you develop your outlines.
- Put the steps into your Mind Map software as a master template.
Sequence Step 4: Visualization
Help your prospective client SEE how their life will be better by working with you. Paint the picture of the difference your product or service will make for them - RIGHT NOW.
When they can see themselves in the picture - they get a psychological buy-in that helps them say YES to you.
When they can see themselves successful using your solution, you both win.
Each step of Monroe's Motivated Sequence creates a flow of conversation. It's been said that "being listened to is so close to being loved, that most people don't know the difference." At the end of the day, your prospective clients want to know their needs and concerns have been listened to. When you do this on a continual basis, YOU become their hero.
You become the first person your clients think of when their friends or business partners need an answer. How would it be if each of your current clients simply referred one person to you? If you could double your influence in the marketplace, how would that make a difference to you and your family?
What picture do you paint for your prospective clients?
Sequence Step 5: Action
In marketing speak, this is the CTA or Call to Action.
Tell your prospective client exactly what they need to do next to implement your solution.
This is where many entrepreneurs get wishy-washy and weak-kneed in the process. Unfortunately, female entrepreneurs are especially prone to back off at this point. Do you recognize any of these phrases?
- I don't want to be pushy.
- Call me if you want anything.
- I'll just post on Facebook, Twitter, or Instagram and if anyone wants something they will let me know.
If you do, maybe you'll get a better glimpse of why a strong Call to Action is so important from my story.
For years I worked in the publishing industry for an Oil and Gas Business Directory. Each year we sent out thousands of forms for companies to verify and/or correct their information. We would highlight what to change, how to get the information back to us, and where to call if they had questions.
With only a few weeks to spare before printing, we would spend hours on the telephone calling two-thirds of the companies to get the information. Get this - most of the listings were free to the client and we STILL had to make the calls. Interestingly enough, the people who paid for upgrades were more likely to get the information back to us quickly.
Don't assume your prospective client knows how to work with you. Tell them exactly what to do next. Make it easy.
5 Practical Ways You Can Use Monroe's Motivated Sequence in Your Business
You can invest thousands of dollars to learn these techniques in specific areas, or you can invest 5-10 minutes at the beginning of every project to get incredible results.
- Blog Posts
Craft a Plug and Play Outline
Under each section heading write a brief note about how you will answer each part of the sequence.
Develop a Master Video Script.
Even in a 3-4 minute video, you want to grab their attention, show how you understand their need, solve the issue, help them see themselves using your solution, give a call to action.
- Sales Pages
As you lay out your Sales and Landing Page, make sure you answer each of the 5 Pillar Questions in your process. Create a welcome video of 3-4 minutes to highlight the 5 Pillars. Then walk through the steps in bullets. Use testimonies to help your prospective client see that others have experienced success working with you. Offer a strong call to action several times.
- Live Presentations
Develop a presentation that draws the audience into the conversation.
Using each of the 5 steps of the Sequence, help them to see themselves - not through YOUR eyes - but through THEIR eyes. Master Storyteller Jason Frenn calls this "painting the picture" over their heads. See your presentation as an overlay as you share your solution.
- Online Courses
Create a Signature System you can overlay on every course you create. Mine is the LAMB System. Every course I create walks people through 5 different levels of interaction: Locate, Accelerate, Momentum, and Breakthrough.
Create Better Results
When you begin to incorporate Monroe's Motivated Sequence into all of your projects, you can be confident you are creating content that impacts your prospective client and customer.
YOU will become a force to be reckoned with in your area of expertise.
If you aren't now - it won't be long before you are an Influencer in your market.
What's YOUR next step?
Bookmark this post and come back to it when you're ready to start your next project. Let me know how it works for you!
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