5 Steps on How to Use the “Motivating Sequence” For Better Open Rates and Click-Throughs

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Effective copywriting is more formula and science than it is art. That’s good news. It means that even if you don’t know very much about human psychology, you can simply plug-in tried and true formulas for boosting the success and open rates of your email marketing.

Download Now: 12 Tips for Writing Emails That Get Opened, Read, and Clicked Through

The Motivating Sequence is one such proven formula to boost Open Rates.

Alan H Munroe was a popular Purdue college professor in the 1930s. He realized that although one audience may differ greatly from another, people are people.

Whatever speech or presentation they are listening to can be structured in such a way that it automatically improves the ability of the speaker to achieve the desired result. 

This is because psychologically, human beings behave in a certain way when presented with very specific situations and stimuli. The Monroe Motivating Sequence he developed is as follows:

Step One – Get Attention

Create a need in your audience to listen to what you have to say.

Step Two – Establish the Need

Get your audience to see that there is some pressing problem that needs to be solved.

Step Three – Satisfy the Need

Provide the solution that satisfies the need.

Step Four – Envisage the Future

Get your audience to understand just how your solution will make their lives better.

Step Five – Inspire Action

Deliver a very clear and simple call to action that makes sense logically, supported by and falling in line with the previous 4 steps.

This process was originally developed by Prof. Monroe for speech writing and people giving presentations to large audiences. Somewhere down the line legendary copywriter Bob Bly got a hold of this powerful psychology-based idea.

He tweaked it slightly and found it was very effective for email marketing. Award-winning B2B copywriter Steve Slaunwhite uses this process as well. Just remember the acronym APSPA, which stands for:

  1. Attention
  2. Problem
  3. Solution
  4. Proof
  5. Action

In your emails, you want to grab your readers’ Attention with your subject line.

Make a bold statement, ask a question, or appeal to your reader’s self-interest. Since emails are generally shorter pieces of copy, you then want to quickly and succinctly state a big Problem your reader is having.

This should be delivered in the first few lines of your email body.

Now it is time to deliver your unique solution.

Point out how your answer to the reader’s problem is different than any other they may have tried before.

Show Proof that your Solution actually solves the problem you mentioned (through testimonials, statistics, social proof, charts and figures, case studies, etc.).

Finally, deliver a strong and focused demand for Action

Don’t ask for some action, tell your reader what to do next. If you have done your job properly in the previous 4 steps of this motivating sequence, your call to action follows logically and is very hard to resist.

The APSPA version of the Monroe motivating sequence is incredibly powerful.

Begin using it in your email marketing and the success of your campaigns can’t help but improve.

Are you tired of your emails being ignored? If so, it’s time to learn how to write your emails so they can effortlessly convert prospects to customers and build a lasting, profitable relationship with your current customers. Find out more from our course, Email Copywriting Essentials for Beginners.

zindo+co Staff
zindo+co Staff
zindo+co is a media and edutech company that inspires, educates, and grows entrepreneurs. zindo+co marketplace is for business owners, offering information on marketing, sales, management, technology, the latest trends, and strategies for growing a successful business online.

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