The Research-Based Way to Make Your Writing More Persuasive

Wouldn't you like to be able to improve everything 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 founded on any actual studies. Maslow created it up based on what he believed.

Fine. This is how many theories start, but ultimately they'll have to be tested. Maslow's theories have been tested as well, and the results were mixed at best.

It's the reason psychologists like Henry Murray and David McClelland were constantly pushing Maslow's original theories.

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

McClelland used it to refine Maslow's needs theory.

What was he able to find?

That, in reality, there are only three basic needs which drive our behavior. Three needs that animate 90% of the reasons why we act the way we perform. This is helpful for those (like you and I) looking to spur other people into taking action?

Uh, yeah.

Then, what exactly do these "three needs"?

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

McClelland observed that of the different needs identified my Maslow and Murray McLelland, 86% those who were dominant were with at least one of the three areas. Evidence, data, something that you can be confident in.

Quickly, what exactly are the requirements for each?

The Need for Power

When they hear "power" people immediately imagine controlling and oppressive dictators like Stalin as well as Hitler. That can be part of it however it's much more focused on impact. It's the ability to influence everything around youthings, people and so on. Imagine a child who throws a ball , and then giggles uncontrollably. It's her capacity to control something outside of herself that lights her up. That's the Need for Power.

Phrases you might employ in your message in order to draw attention to this desire could include the following:

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

It's about their desire to impact and influence their surroundings since, for those who are who are high on the Need for Power, that's what motivates people to be powerful.

The necessity for Achievement

The need for this is closer to it sounds : the desire to achieve things. Make a plan and work towards it and eventually be successful in achieving it. Individuals who have a high 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 give them the fulfillment they're looking for and won't inspire them. If a goal seems too hard, they'll assume they can't achieve it and, again, it won't inspire them.

The goal needs to be "just right" in order to motivate people high in this need. However, set challenging yet achievable goals in front of the people and they'll grind them out one after another as if they were a machine.

The phrases you could use to describe your messages for this purpose are things like:

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

The last requirement, after all, is...

The need for affiliation

As McClelland states, it's "The need to feel a sense of involvement and belonging within a social group." This is most well-known. Social networks have demonstrated people's need for connection and being part of a group.

Nowadays, a variety of products and services include groups, communities Facebook communities, groups that live occasions, virtual events and many more.

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

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

So, how do you use all this?

Well, consider that virtually every (good) copywriting is "reason-why" is based. It's about giving reasons to people to take the step you're asking them to (subscribe to your newsletter or purchase your product join your community, etc).

Therefore, any argument of any kind could be reduced into two distinct parts:

1. Make this move
2. This is why

The three needs tell you the "reasons why" are. They should speak to the three requirements because this is what drives people to do something. This is what makes your speaking, writing, whatever kind of messaging that you're sending out... much more persuasive.

Yes, you still have to be able to demonstrate these assertions with evidence, get attention and so on... But getting the appeal right at the beginning is essential. In the absence of that, people will just smile and say "Eh why bother?" It doesn't animate them.

So, the next time you're sat down at your desk to type out a piece of copy or write video scripts, don't forget Maslow and remember McClelland. The copy you write will thank you for it.

That said, this is just one of many tips we've learned about marketing alongside over 100,000 other entrepreneurs like you..

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