Write Persuasively Members

Oct 1, 2022

An Research-Based Method to Make Your Writing More persuasive

Do you want find a method to make what that you write more compelling?

It's likely that you've seen his "hierarchy of requirements". It's become a bit of an institution in the world of marketing. The problem is, it's not founded on any actual study. Maslow simply made it up from what he thought.

Fine. That's how lots of theories are born, but eventually they'll need to be examined. Maslow's theories have been tested and the results have been mixed at best.

That's why psychologists like Henry Murray and David McClelland kept advancing Maslow's original ideas.

McClelland particularly conducted numerous studies using the Thematic Apperception Test (TAT). The TAT isn't a perfect test, but according to ScienceDirect says that it "is effective in helping to identify an individual's primary motivations, emotional states, as well as the root of their personality conflict".

McClelland used it to refine Maslow's theory of needs.

What did he discover?

It's true that it's really only three needs that dominate human behavior. Three basic needs drive 90% of how and why we act the way we perform. This is helpful for those (like us and you) trying to inspire other people into actions?

Uh, yeah.

What do these "three necessities"?

The Demand for Power
The Need for Achievement
The necessity of affiliating

McClelland found that of all the different needs identified my Maslow and Murray, 86% of individuals were predominant on any of the three requirements. The evidence, the data, 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. That can be part of it however it's much more about influence. This is the power to impact the world around you -things, people, etc. Imagine a toddler throwing a ball is then giggling in uncontrollable ways. It's the ability of her to regulate something that isn't herself that makes her light up. It's the need for Power.

Phrases you might employ in your message to address this need could include the following:

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

The question is about their need to influence and impact their environment as, for people who rank high in the Need for Power, that's what motivates their actions.

The Need for Achievement

The need for this is closer to what it sounds -- that desire to succeed. Make a plan then work towards it and ultimately achieve it. The people who are high on the Need for Achievement want to perform that same routine over and over.

A little nuance, though. If a goal is too simple, it will not give them the fulfillment they're looking for and it won't motivate them. If a goal is too difficult, they'll think they're not capable of achieving it, and, again, it won't encourage them.

So, the goal has to be "just right" so as to inspire those who are high in this regard. Put challenging, yet achievable goals in front of their minds and they'll grind out one after the other like machines.

A phrase you can use for your message to address this issue could include things such as:

"mastery"
"achieve your objectives"
"challenge yourself"
"show what your made of"
"be everything you are"

The final need, then the final requirement would be...

The need for affiliation

As McClelland says, this is "The need to feel a sense of involvement and being part of a group." This is most well-known. Social networks have demonstrated individuals' need to feel connected and belonging.

Presently, numerous items and services are available, including communities, Facebook group, live occasions, virtual events and many more.

It's still important to add these phrases to your message. Phrases you might use include:

"join an organization of people who are similar to you"
"connect to other"
"we're one of you."
"welcome to our family"

What do you do to utilize all of this?

Well, consider that virtually all (good) copywriting can be "reason-why" is based. The purpose of your copywriting is to provide reasons for to take the action you're asking them to take (subscribe to your email list purchase your product, become a member of your group, etc.).

So, any basic argument can be broken down into two parts:

Take this action
Because reason why

Three needs will reveal what those "reasons to" should be. It is important to address those three needs since this is what drives people to act. It's the reason why your writing, speaking and whatever other kind of message you're putting out... much more convincing.

Yes, you still have to support these assertions with the evidence, attract attention, and everything else... But getting your appeal right in the first place is crucial. If not, they'll just look at it and say "Eh what's the point?" It doesn't animate the people.

The next time you sit down to type out a piece of copy or create a video script, do not think about Maslow and remember McClelland. Your copy will thank you for it.

However, this is just one of the marketing secrets we've learned working alongside over 100,000 other entrepreneurs like you..

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