Research-backed methods to ensure that your writing is more persuasive

Blame Maslow.

It's likely that you've seen his "hierarchy of needs". It's now an institution in the world of marketing. The problem is, the idea isn't based upon any real research. Maslow simply made it up from what he thought.

Fine. This is how many theories begin, but eventually they'll need to be to be tested. Maslow's theories have been tested and the results have been mixed at best.

That's why psychologists like Henry Murray and David McClelland were constantly pushing Maslow's original theories.

McClelland, in particular, has conducted numerous studies with McClelland's research using the Thematic Apperception Test (TAT). The TAT isn't an ideal test, however as ScienceDirect puts it that it "is helpful in uncovering a patient's dominant motivations, emotional states, as well as the root of their personality conflicts".

McClelland used it to refine Maslow's needs theory.

What did he find?

That, in reality, is really just three requirements that dominate human behaviour. Three requirements that drive 90% of how and why we act the way we perform. This is helpful for people (like us and you) attempting to motivate other people into actions?

Uh, yeah.

Then, what exactly do these "three necessities"?

1. The need for Power
2. The need for Achievement
3. The need for affiliation

McClelland observed that of the diverse needs identified by Maslow and Murray McLelland, 86% those who were dominant were with at least one of the three needs. The evidence, the data, you can trust.

Quickly, what exactly are the requirements for each?

The Need for Power

When they hear "power", they automatically think of control and evil despots like Stalin or Hitler. That can be part of it, but it's more about impact. It's the ability to influence your surroundings -things, people, etc. Imagine a toddler throwing a ball suddenly starts to giggle in uncontrollable ways. It's her ability to regulate something that isn't herself that lights her up. That's the Need for Power.

The phrases you could use in your messaging to target this desire include:

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

You speak to their need to influence and impact their environment because, for people high in the Need for Power, that's what motivates them.

The need for Achievement

It's more as what it sounds: that desire to succeed. Make a plan and work towards it and eventually achieve it. Individuals who have a high Need for Achievement want to engage in that simple routine over and over.

It's just a bit of nuance. If a goal is too simple, it will not provide the happiness they're seeking and won't inspire them. If the goal is too hard, they'll assume they can't achieve it and this, in turn, won't motivate them.

The goal needs to be "just just" so as to inspire people high in this need. But, put challenging yet achievable goals in front of them and they'll grind them out one after another as if they were a machine.

Phrase you might use in your messages for this purpose are things like:

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

The most important thing, now, is...

The necessity of affiliating

According to McClelland states, it's "The desire to have an underlying sense of participation and belonging within a social group." It's also more well-known. Social networks have illustrated people's needs for belonging and connection.

Nowadays, a variety of items and services are available, including community-based services, Facebook communities, groups that live events, virtual events and so on.

However, it's essential to include in your messaging. Phrases you might use include:

• "join an organization of people who are similar to you"
• "connect with others"
• "we're one of you"
• "welcome to the family"

So, how do you utilize all of this?

Consider that nearly all (good) copywriting will be "reason-why" founded. You're giving people reasons to take your request to (subscribe to your newsletter or purchase your product join your online community, etc.).

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

1. Take this action
2. Because reason why

Three needs will reveal what the "reasons why" ought to be. It is important to address the three needs because they are what drive individuals to take action. It's the reason why your speech, writing, whatever kind of messaging you're putting out... much more convincing.

It's true that you have to be able to demonstrate these claims, provide evidence, get attention and all that... but making the right appeal initially is essential. Otherwise, people just shrug and think "Eh why bother?" It doesn't animate them.

If you sit down to write some copy or write an online video script, you should forget Maslow and keep in mind McClelland. The copy you write will thank you for it.

But, this is just one of the many marketing secrets we've learned working alongside over 100,000 other business owners like you.

Are you interested in learning the top five secrets that we've discovered? To ramp up your marketing, blow through your revenue goals, and build a strong communities with people who you are happy working with?

If you are, then check out our training for free below. we'll share those secrets with you:

Watch the 5 Marketing Secrets Video

From more than 100,000 membership websites, the 5 most impactful marketing techniques we've learned.                                                       First Name                                                        Email                                                           Yes, send me the Video!

There is also...

Recent Posts

"We've tried a couple of different membership tools which were part of packages that we'd invested in. However, there's nothing that can beat Membership. I know that there's lots of awesome things that users have been building over many years. However, when it comes to personalization, if your are using WordPress, you can't touch this. Naturally, I'm biased, but we've made millions through this product."

Tristan Truscott                              Satori Method                                                                                                                                                                                              I've moved Member] onto my top list of options for people. The new Member packs a punch! The price of Member makes it a fantastic bargain.

Chris Lema                              LiquidWeb                                                                                                                                                                                              Member integrates with the tools that I am using right now. And they're so eager to connect with the new products that are being released. It's incredible how they accomplish this. If I had to purchase a membership plugin, this day... I would go with Member. I'd go with Membership.

Adam Preiser                              WPCrafter