Increase Webinar Success: Learn the “Monroe’s Motivated Sequence”

Presenting in a webinar is similar to giving a presentation in person. However, the difference is that in a webinar, the live audience is not in front of the presenter, which makes it difficult to make eye contact, build connections with attendees or scout the room for emotions. Fortunately, with preparation and the right technique, presenters can overcome these obstacles and still deliver a highly engaging and persuasive presentation.

One of the most widely used techniques used to construct persuasive and motivational speeches is the Monroe’s Motivated Sequence. The sequence was developed in the mid-1930 by Adam Monroe at Purdue University. Since then, it has been used in classrooms and by business professionals to create highly effective presentations. Wikipedia defined Monroe Sequence as a “technique for organizing persuasive speeches that inspire people to take action.”

Adapted to webinars, the sequence consists of 5 steps:

Attention: The first slide in your webinar should demand the audience’s attention. Employ a dramatic statistic, quotation, shocking example, detail story, etc. to capture interest or appeal to emotion.

Need: Build a need and show that there is an existing problem that must be fixed. That problem should be significant, and by itself will not go away. Use factual statistics, examples and/or personal life experiences to support your claims. Convince your audience that actions must be taken to address this dire problem.

Satisfaction: Offer a solution that will solve and satisfy the aforementioned problem; in this particular case, is your product or service. Provide specific and viable rationales to demonstrate how your offering will meet and satisfy your attendees’ needs.

Visualization: Paint vivid mental pictures of the outcomes: what would happen if the solution is implemented, and what would happen if it is not. In other words, show your audience heaven and hell. Be descriptive, visual and detailed.

Action: At the end of the webinar, tell your audience what action to take to solve the problem. In this case, it is to purchase your product or service. This can be done by using call to actions.

Let us know if you’ve ever applied this technique to your webinars, and how it’s worked out for you!

Leave a comment