In the 1930s, Purdue University professor, Alan H. Monroe, developed "Monroe's Motivated Sequence," a five-step approach to persuasive speaking. The goal is to get an audience to buy into a product or service and convince them to take action to use the solution you present.
The first stage of persuasive speaking is attention. This is the introductory stage of the speech during which you are trying to grab the attention of your audience and raise awareness of your product or service. You want them to listen to what you have to say. You should arouse some type of emotion in your audience, such as suspense or curiosity. This can generally be achieved by using a quick quote or anecdote, startling statistic or shocking story.
The second stage of persuasive speaking is need. At this point, you will want to build understanding of the actual problem, making sure to show that it is a significant problem that will not solve itself. Showing your audience or customer that their needs are not currently being met opens the door for you to illustrate how you can help them achieve this. This can be done by using examples and statistics.
The satisfaction stage is your opportunity to present a solution to the problem you laid out in the previous step. The goal is to show them you can solve their problem and get them to agree to this. You should provide specific solutions and give examples of how your product or services can solve the problem. You should also use any supporting materials that back up your claims or prove your previous success.
The visualization stage helps the audience see that changes can and will take place if they utilize the solution you have presented. During this stage, you tell them what will happen if the problem is not solved. This will reiterate that they need your services or product. You should be very detailed, visual and specific to create a picture in their minds about how you can help them.
The last step of persuasive speaking is action. This step involves telling your audience what specific action they should take to make the changes that you have promised in order to solve their problem. The goal here is to motivate them to take action and make this happen. This is a good time to present your contact information. The action stage should be fairly brief because you will want the audience to know that the action is easy to do.