The Research-Based Way to make your writing More Persuasive

Wouldn't it be nice to have find a method to make what you write more convincing?

It's likely that you've seen his "hierarchy of requirements". It's become a bit of commonplace in marketing circles. But the problem is that it's not based on actual studies. Maslow simply made it up from what he believed.

Fine. It's the way that many theories start, but ultimately they need examined. Maslow's have been and the results have been mixed at best.

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

McClelland specifically, has conducted numerous studies with the Thematic Apperception Test (TAT). The TAT isn't the most accurate test, however according to ScienceDirect states, it "is effective in helping to identify a patient's dominant motivations, emotions, and core personality conflict".

McClelland used it to refine Maslow's needs theory.

What was he able to find?

That, in reality, it's really only three needs that drive human behaviour. Three basic needs drive 90% of how and what we do. we perform. Useful for those (like us and you) trying to inspire others into actions?

Uh, yeah.

What are these "three requirements"?

1. The need for Power
2. The necessity for Achievement
3. The Need for Affiliation

McClelland observed that of the diverse needs identified by Maslow and Murray McClelland, 86% of individuals were predominant in one or more of these three requirements. Data, evidence, and something that you can trust.

Quickly, what exactly are all of these requirements?

The Demand for Power

When people hear "power", they automatically envision controlling and oppressive dictators like Stalin as well as Hitler. It's possible that's one aspect however it's much more about impact. The ability to affect the world around you -- people, objects, etc. Imagine a baby who throws a ball , and then giggles uncontrollably. It's her capacity to manage something beyond herself that lights her up. That's the Need for Power.

Some phrases that you can use in your messaging to address this need are things like:

• "more control..."
• "change the world" ..."
• "have enormous impacts ..."
• "dominate..."
• "greater influence..."

It's about their desire to influence and impact their environment because, for people with a high Need for Power it is the reason that drives people to be powerful.

The Need for Achievement

This need is more like what it sounds -- the desire to achieve things. Set a goal, work toward it, and ultimately be successful in achieving it. People high in the Need for Achievement want to engage in that simple procedure over and over.

A little nuance, though. If the goal is too easy, it won't bring the satisfaction they're after and it won't motivate them. If a goal is too hard, they'll assume that they won't be able to achieve it. And this, in turn, won't encourage them.

So, the goal has to be "just right" so as to inspire people high in this need. But, put challenging yet feasible goals before the people and they'll grind them out one after the other like a machine.

Phrase you might use in your messaging for this need could include things such as:

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

The most important thing, now and this then, is...

The need for affiliation

According to McClelland declares, this is "The desire to have an underlying sense of participation and belonging within a social group." It's also most well-known. Social networks have illustrated people's need for connection and belonging.

Nowadays, a variety of offerings and services offer groups, communities Facebook communities, groups that live events, virtual events and so on.

Still, it's important to include in your messaging. Phrases you might use include:

• "join with a community of fellow-minded"
• "connect with others"
• "we're one of you."
• "welcome to our family"

What do you do to utilize all of this?

Consider that nearly all (good) copywriting can be "reason-why" founded. The purpose of your copywriting is to provide reasons for why they should take the step you're asking them to (subscribe to your newsletter, buy your product, become a member of your group, etc.).

Thus, any basic argument could be reduced into two parts:

1. Do this now.
2. Because reason why

The three needs tell you the "reasons why" are. They should speak to the three requirements because that's what motivates people to act. This is what makes your speaking, writing or whatever type of communication that you're sending out... much more persuasive.

Yes, you still have to support these assertions, present evidence, get attention and all that... however, getting your appeal right at the beginning is crucial. If not, they'll just look at it and look at the wall and say "Eh, who cares?" It doesn't animate people.

So, the next time you sit down to write some copy or write video scripts, you should do not think about Maslow and think of McClelland. Your copy will thank you for it.

That said, this is just one of the many techniques we've picked up while working with more than 100,000 online entrepreneurs like you..

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