An evidence-based method to ensure that your writing is more persuasive

Blame Maslow.

You've probably seen his "hierarchy of requirements". The phrase has become an institution in the world of marketing. But the problem is that it's not based on actual research. Maslow just kinda made it up based on his own thoughts.

Fine. This is how many theories are born, but eventually they need examined. Maslow's have been and the results have been inconsistent at best.

It's the reason psychologists like Henry Murray and David McClelland continued to push Maslow's ideas from the beginning.

McClelland, in particular, has conducted numerous studies with McClelland's research using the Thematic Apperception Test (TAT). The TAT isn't a perfect test, however as ScienceDirect puts it the test "is useful in revealing a patient's dominant motivations, feelings, and the core of personality issues".

McClelland used it to refine Maslow's need theory.

What was he able to find?

It's true that there are only three basic needs which drive our behaviour. Three needs that animate the majority of how we behave the way we are. Useful for those (like you and I) trying to inspire others into actions?

Uh, yeah.

What do these "three necessities"?

1. The need for Power
2. The necessity for Achievement
3. The necessity of affiliating

McClelland discovered that, of the different needs identified my Maslow and Murray, 86% of those who were dominant were in any of these three requirements. Data, evidence, and something you can trust.

Quickly, what exactly are the requirements for each?

The Demand for Power

When people hear "power", they automatically imagine controlling and evil dictators like Stalin and Hitler. It's possible that's an element, but it's more focused on impact. It's the ability to influence your surroundings -individuals, objects and so on. Imagine a toddler throwing a ball then giggles in uncontrollable ways. It's the ability of her to control something outside of herself that causes her to light up. This is the reason why we need Power.

Phrases you might use in your messaging to appeal to this need could include the following:

• "more control..."
• "change the world ..."
• "have immense impact ..."
• "dominate..."
• "greater influence..."

You speak to their need to influence and impact the world they live in as, for people who rank who are high on the Need for Power it is the reason that drives their actions.

The need for Achievement

It's more as what it sounds: an urge to accomplish things. Make a plan and work towards it then finally be successful in achieving it. People high in the Need for Achievement want to follow that easy procedure over and over.

There's a little nuance to it, however. If the goal is too simple, it will not provide the happiness they're seeking and won't inspire them. If a goal is too hard, they'll assume that they won't be able to achieve it. And that's why it doesn't inspire them.

The goal needs to be "just right" so as to inspire individuals who have this ability. However, set challenging yet feasible goals before them and they'll grind them out one after another as if they were machines.

A phrase you can use for your messages for this purpose include:

• "mastery"
• "achieve your targets"
• "challenge yourself"
• "show what your made of"
• "be the best you can be."

The most important thing, now, is...

The necessity of affiliating

In the words of McClelland says, this is "The need to feel an underlying sense of participation and feeling part of a community." This one's much more popular. Social media has highlighted the need for connection and belonging.

Today, many items and services are available, including groups, communities Facebook group, live events, virtual events, and so on.

However, it's essential to add these phrases to your message. Phrases you might use include:

• "join a group of like-minded"
• "connect with other"
• "we're one of you."
• "welcome to our family"

So, how do you use all this?

Consider that nearly all (good) copywriting can be "reason-why" based. It's about giving reasons to people why they should take the action you're asking them to take (subscribe to your mailing list purchase your product, join your community, etc).

Thus, any argument can be broken down into two components:

1. Make this move
2. The reason is the same.

Three needs will reveal what those "reasons to" ought to be. They should speak to those three needs since this is what drives individuals to take action. It's the reason why your speaking, writing, whatever kind of messaging you're doing... better convincing.

You still need to support these claims, provide the evidence, attract attention, and all that... but making sure you have the appeal correct in the first place is critical. If not, they'll just look at it and say "Eh why bother?" It doesn't animate people.

The next time you sit down to type out a piece of copy or whip up a video script, take a moment to forget Maslow and think of McClelland. Your copy will thank you for it.

However, this is just one of many marketing secrets we've learned working with over 100,000 other online business owners like you.

Do you want to learn the top five secrets we've learned? To ramp up your marketing, blow through your income goals and creating strong communities that you enjoy working with?

If yes, check out our free training below where we'll share those secrets with for you to follow:

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