This document outlines the Motivated Sequence, a persuasive speech framework consisting of five steps: Attention, Need, Satisfaction, Visualization, and Action. It provides detailed descriptions and examples of how to develop each step. The Attention step aims to gain audience attention and goodwill. The Need step establishes a problem or need. The Satisfaction step proposes a solution and convinces the audience it will meet the need. The Visualization step uses vivid imagery to depict desirable future outcomes of adopting the solution. Finally, the Action step translates the audience's desires into a fixed attitude or overt action.

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The Motivated Sequence
We are now ready to consider how the logical sequence of
points within a speech can be adapted to the audience so that
the proper response may be secured from it… We must learn to
organize the speech as a whole so that its points will combine,
both logically and psychologically, to achieve its purpose with
the audience… The Speech must be built with the specific
audience always in mind, and the structure of the speech must
conform to the thinking process of the listener.
1. The Attention Step:
Gaining attention is your main task… but you must gain
favorable attention and direct it toward the main ideas in your
speech… In short, a good beginning should gain attention, gain
goodwill and respect, and lead into the subject… There are
eight methods by which these results can be obtained… If the
factors of attention are adequately used in applying them.
1. Reference to the Subject of Problem: If the audience has a
vital interest in the problem or subject…state it and plunge into
the first main point.
2. Reference to the occasion: Speeches which are called forth
by the nature of the occasion such as anniversaries, dedication,
convention, special events.
3. Personal Greeting: A word from the speaker serves as a
starting point, especially when the speaker has prestige… be
modest and sincere.
4. Rhetorical Question: Audience is impelled to answer in their
own minds.

2. 5. Startling Statement: Shock technique… jars attention of
audience into life either by a statement of startling fact, or
unexpected phrasing or your opinion.
6. Quotation: Which aptly states the viewpoint of the speaker,
it must be unusual and to the point.
7. Humorous Anecdote: Funny story or experience, must be in
good taste and to the point.
8. Illustration: Actual incidents taken from real life, stories
obtained from literature, and hypothetical illustrations…story
must be interesting and be connected to the main idea (most
effective method).
(Often two or more are combine…Be sure your attention step
leads naturally into the next step of the speech.)
II.
The Need Step:
There are three kinds of need which may be shown, depending
upon whether the purpose of the speech is: (These first two
types of need step are used in persuasive speeches: those whose
general end is to inspire, convince or actuate.)
1. To urge change A definite problem must be shown to
exist… make audience dissatisfied with the condition in order to
convince that something must be done, felt or decided.
2. To demand the preservation of the status quo After the
satisfaction of the listeners with existing conditions or beliefs
has been heightened, they must be shown the danger which
threatens these conditions unless “something is done” to avert
that danger.
3. To inform Here the audience must be made to feel the
limited scope of their knowledge in the subject, and to realize
the importance to them of information on that subject.
Although the ideas and points of view expressed in these three

3. types must vary with the difference in the purpose of the
speech, the structural development will be approximately the
same. The technique of development is a fourfold one.
1. Statement: a definite, concise statement of the nature of the
problem.
2. Illustration: one or more detailed examples illustrating it.
3. Ramification: and enumeration of additional examples,
statistical data, testimony, and other forms of support to extent
necessary.
4. Pointing: showing the direct relation of the need to the
people you are addressing… Make them see that the problems
affect them personally.
Method of development in outline form:
1. Statement: state the need
a. Point out what is wrong with the present conditions, or
b. Point out the danger which threaten the continuance of the
present good conditions, or
c. Point out the importance of the subject and the need to be
better informed about it.
2. Illustration: Tell of one or more incidents to illustrate the
need.
3. Ramification: Employ as many of the forms of support as are
required to make the need convincing and impressive.
4. Pointing: Show its importance to your audience.

4. (Most need steps, if taken by themselves, are one-point
speeches; they point out the one thing…need. Combined with
similar units in each in each of the other steps, this point
becomes a part of the larger unit, the complete structure…
Develop your need step, therefore, just as you would a one-
point speech… Use the didactic method or the method of
implication, depending upon the attitude of the audience toward
your purpose.)
Although they are usually desirable, you will not always have to
use all four items in the development of the need step. The
“statement” and the “pointing” should always be made, but the
amount of illustration and ramification will depend upon the
amount of detail required to impress a particular need on the
audience. The development of this part of your speech is
important; often you will find this step the most important
because in it your subject is definitely related to the needs of
your audience.
III.
The Satisfaction Step
The satisfaction step has the purpose of getting the audience to
agree that the belief or action you propose is the correct one, or
of getting them to understand the subject you have chosen to
explain.
1. In persuasive speeches: When the purpose of the speech is to
stimulate convince, or actuate, five items may be involved in
development of the satisfaction step. Not all of these items are
used every time.
a. Statement: Briefly state the attitude, beliefs, or action you
propose.
b. Explanation: Explain it briefly.
c. Theoretical demonstration: Show logically how it will meet

5. the need.
d. Practical experience: Give examples from practical
experience to show its soundness. Supplement these examples
with facts, figures, and the testimony of experts.
e. Meeting objections: Forestall opposition by showing how
your proposal overcomes any objections which may be raised.
2. In speeches to inform: When the purpose of your speech is
primarily to give the audience a clear understanding of some
subject, the satisfaction step will contain the bulk of your
speech. In it will be included the information the necessity for
which was pointed out in the need step.
The development of this satisfaction step usually involves:
a. The initial summary which consists of a brief preview of the
information you expect to present. This preview usually
consists of an enumeration of the main points around which you
expect to group your facts.
b. Next the Detailed information is presented, the main points
being considered in turn, and the detailed facts and explanation
related to them being grouped around them in orderly fashion.
Some consistent order of discussion such as the time order,
space order, etc., ought to be used.
c. The final summary consists of a recapitulation of the main
points discussed , with the inclusion of whatever important
conclusions you have made clear in relation to them. The final
summary is similar to the initial summary in structure, but is
usually not quite so brief.
Thus the development of the satisfaction step as used in the
informative speech can be outlined as follows:
1. Initial Summary: Briefly state in advance the main points

6. you intend to cover.
2. Final summary: Restate the main points presented together
with any important conclusions developed.
IV.
The Visualization Step:
The visualization step will ordinarily be used only in persuasive
speeches. Speeches having the object of informing or
entertaining alone achieve their purpose before they go this far
in the motivated sequence…The following relate only to speech
whose end is to stimulate, to convince, or to actuate.
The function of this step is to intensify desire. Its purpose is to
make the audience really want to see the belief accepted by
everyone or to see the proposal adopted and carried out. The
visualization step should project the audience into the future so
that they are emotionally impressed with an image of future so
that they are emotionally impressed with an image of future
conditions. The imaginary projection must be vivid…this can
be done in three ways: by projecting a picture of the future that
is positive; or one that is negative, or one that contrasts the two.
1. The positive method: This consists of describing conditions
as they will be in the future if the solution you propose is
carried out. Don’t abstract about this. Select some situation
which you are quite sure will arise in the future. Then picture
your audience in that situation actually enjoying the safety,
pleasure, pride, etc., which your proposal will have produced.
Repeat your solution step in terms of the audience’s future.
2. The negative method: This consists of describing conditions
as they will be in the future if the solution you propose is not
carried out.
3. The method of contrast: In a combination of the two
preceding methods the negative method is used first, showing

7. the bad effects of failure to adopt your proposal…then the
positive method follows, showing the good results of adopting
it.
WHICHEVER OF THESE METHODS YOU USE, THE
IMPORTANT THING TO REMEMBER IS THAT THE
VISUALIZATION STEP MUST STAND THE TEST OF
REALITY. THE CONDITIONS YOU PICTURE MUST BE AT
LEAST PROBABLE. YOU MUST MAKE THE AUDIENCE
VIRTUALLY PUT THEMSELVES IN THE PICTURE.
CONCENTRATE THE EFFECT OF THE STRONGEST
MOTIVE APPEALS WHICH YOU HAVE USED IN THE
EARLIER PARTS OF THE SPEECH. USE VIVID IMGERY:
MAKE THE AUDIENCE SEE, HEAR, FEEL, TASTE, AND
SMELL. THE MORE VIVIDLY REAL YOU MAKE THE
PROJECTED SITUATION SEEM, THE STRONGER WILL BE
THE REACTION OF THE AUDIENCE.
V.
The Action Step
This occurs in persuasive speeches. Its function is to translate
the desire created in the visualization step into a definitely
fixed attitude or belief, or to galvanize it into overt action.
The principle function of any method used to and in a speech is
to focus the thought and feeling of the audience on the central
theme developed in the speech. In addition, a good ending
should leave the audience in the proper mood, and finally the
end of the speech should convey a sense of completeness and
finality. Bring the central theme into sharp focus, create the
proper mood, and close with decisiveness.
The following are methods used to end speeches:
1. Challenge or appeal: This method is definite and more or
less emphatic appeal to take a specific course of action or feel
or believe in some definite way. Such an appeal should be short

8. and compelling and should contain within it a suggestion of the
principal reason presented in the speech for doing as you
propose.
2. Summary: The summary is a short recapitulation of the main
points in your speech together with whatever important
conclusion you have drawn from them it impresses ideas upon
the memory of the audience. The summary ending is equally
useful when your purpose is to influence belief of action. Then
the recapitulation of main points is followed by a definite
suggestion or belief or the course of action the audience is to
adopt.
3. Quotation: The quotation is a direct statement made by
someone else about the central idea of the speech which
suggests the attitude or action you want taken.
4. Illustration: You may close with a telling incident or story
which contains the kernel of the idea or suggests the action you
wish the audience to accept.
5. Inducement: Is achieved at the end of a speech by the quick
accumulation of a few additional reasons for taking the action
proposed. It is more useful in speech for sales purposes.
6. Personal intention: This is a statement of your own intention
to take the course of action recommended…particularly
valuable when your own prestige with the audience is high.
Persuasive Speech Outline
General Purpose: To persuade
Specific Purpose: To persuade my audience…
Thesis: Today I am going to talk about…

9. Introduction
I. Arousing Attention
A. Attention getter (rhetorical question, startling statement,
interesting fact, narrative, etc.)
B. Credibility statement- if expert how and why or use quote
(oral citation)
C. Create common ground- how are you, as the speaker, like us
D. Audience analysis- how does this affect us/why should we
care question
E. Thesis and preview statement
Transition- (write it out)
Body
II. Show a Need
A. Supporting information
B. This is related to Maslow’s hierarchy- what is the need or
problem that your topic suggests?
C. Facts
Transition
III. Satisfy the Need
A. This will be the largest section
B. Show how your proposal will either meet the need or solve
the problem described earlier, logical appeals work well here.

10. C. What is it that you want, or are persuading, us to do?
Transition
IV. Visualize the Results
A. Create a visual image that projects what will happen if your
proposal is met or rejected
B. Be extremely descriptive
C. Emotional appeals work well in this section
Conclusion
Signpost- In closing (or something similar)
A. Restate thesis- tell us what you just told us (your main
topics)
V. Call to action
A. This is where you really drive us home- urge us to do
something
B. Bring in telephone numbers we can call
C. Make handouts for us with information of how we can help
D. Show appreciation-end strong- leave us wanting to hear more