An evidence-based method to help make your work more persuasive

Blame Maslow.

You've probably seen his "hierarchy of needs". It's now a staple in marketing circles. But the problem is that it's not based on actual research. Maslow created it out of what he believed.

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

This is why psychologists such as Henry Murray and David McClelland were constantly pushing Maslow's original theories.

McClelland specifically, conducted numerous studies using the Thematic Apperception Test (TAT). The TAT isn't a perfect test, however according to ScienceDirect says, it "is helpful in uncovering the dominant motives of a person's emotions, and core personality conflicts".

McClelland employed it to refine Maslow's needs theory.

What did he find?

It's true that it's really only three needs which drive our behaviour. Three requirements that drive the vast majority of how we behave the way we are. This is helpful for people (like you and I) attempting to motivate other people into taking action?

Uh, yeah.

What do these "three needs"?

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

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

What exactly is all of these requirements?

The Need for Power

When people hear "power" when they hear the word "power," they immediately imagine control and evil despots like Stalin or Hitler. That can be one aspect however, it's really about impact. It's the ability to influence everything around you- people, objects, etc. Imagine a child who throws a ball , and suddenly starts to giggle without a control. It's the ability of her to regulate something that isn't herself that causes her to light up. It's the need for Power.

Phrases you might employ in your message to target this desire are things like:

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

It's about their desire to impact and influence the world around them since, for those who are who are high on the Need for Power this is what drives them.

The Need for Achievement

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

A little nuance, though. If a goal is too simple, it will not bring the satisfaction they're after and they won't be motivated by it. If a goal is too difficult, they'll think they can't achieve it and, again, it won't inspire them.

So, the goal has to be "just right" for motivating individuals who have this ability. However, set challenging yet realistic goals before their minds and they'll grind each and every day as if they were an engine.

Phrase you might use in your messaging for this need are things like:

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

The final need, then the last requirement, then...

The necessity of affiliating

According to McClelland states, it's "The need to feel an underlying sense of participation and being part of a group." This is more well-known. Social media have highlighted people's desire to feel connected and part of a community.

Today, many products and services include communities, Facebook group, live events, virtual events and more.

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

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

How do you make use of all this?

Well, consider that virtually all (good) copywriting can be "reason-why" is based. You're giving people reasons that they need to consider taking the action you're asking them to take (subscribe to your newsletter or purchase your product join your community, etc).

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

1. Do this now.
2. This is why

The three requirements will tell you what the "reasons why" ought to be. They should speak to the three needs because that's what motivates people to act. This is what makes your speech, writing or whatever type of communication you're putting out... more convincing.

It's true that you have to support these claimswith the evidence, attract attention, and all that... however, getting the appeal right initially is crucial. Otherwise, people just shrug and think "Eh, who cares?" It doesn't animate the people.

If you're sat down at your desk to create a copy piece or whip up video scripts, don't do not think about Maslow and keep in mind McClelland. Your copy will thank you for it.

But, this is just one of the techniques we've learned in working with more than 100,000 online business owners like you.

Want to know the five most impactful secrets we've learned? To ramp up your advertising, smash through your goals for income and create a an enviable membership group that you enjoy working with?

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