I. Introduction/Attention
                   A. Opening (direct attention to subject)
                   B. Personalization (relate to audience)
                   C. Relate to Self (credibility)

              II. Need
                   A. Identification of problem and purpose
                   B. Definition of problem
                        1. effects – symptoms (undesirable results) personalized
                        2. goals (desired results, conditions)
                   C. Analysis of problem
                        1. causes
                        2. contributing conditions
                        3. criteria solution (plan must meet)
                   D. Options (plan, solutions, actions)

             III. Satisfaction
                  A. Proposition (recommended choice among options)
                  B. Claims re criteria and evidence
                       1. claim and comparative evidence
                       2. claim and comparative evidence
                       3. claim and comparative evidence

            IV. Visualization
                  A. Proof that goals will be attained (beneficial consequences)
                  B. Imagery:  personalized description of consequences, benefits

             V. Actualization
                  A. Action to be taken (to purchase, obtain, implement plan, solution)
                  B. Closing