An evidence-based method to make everything you write more convincing

Blame Maslow.

It's likely that you've seen his "hierarchy of requirements". It's now commonplace in the marketing world. The problem is, it's not based on any actual studies. Maslow created it up based on his own thoughts.

Fine. That's how lots of theories are born, but eventually they'll need to be to be tested. Maslow's theory has been around for a while, as well, and the results were mixed to say the least.

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

McClelland specifically, carried out numerous research studies with the Thematic Apperception Test (TAT). The TAT isn't the most accurate test, but according to ScienceDirect says, it "is helpful in uncovering an individual's primary motivations, feelings, and the core of personality conflicts".

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

What did he discover?

That, in reality, is really just three requirements which drive our behavior. Three needs that animate the majority of why we act the way we perform. This is helpful for people (like you and I) trying to inspire others into taking action?

Uh, yeah.

So, what do these "three necessities"?

1. The Demand 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 those who were dominant were on at least one of the three needs. Data, evidence, and something that you can put your faith in.

In a flash, what is all of these requirements?

The Need for Power

When someone hears "power", they automatically imagine controlling and evil dictators like Stalin and Hitler. This is a one aspect, but it's more focused on impact. It's the ability to influence the world around you -- people, objects, etc. Imagine a child who throws a ball and suddenly starts to giggle without a control. It's her ability to manage something beyond herself that lights her up. It's the need for Power.

Phrases you might include in your messages to target this desire could include the following:

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

The question is about their need to impact and influence their environment as, for people who rank with a high Need for Power, that's what motivates people to be powerful.

The Need for Achievement

This need is more like it sounds -- the desire to achieve things. Make a plan and work towards it then finally achieve it. People high in the Need for Achievement want to engage in that simple procedure over and over.

A little nuance, though. If a goal is too simple, it will not provide the happiness they're seeking and they won't be motivated by it. If a goal is too difficult, they'll think that they won't be able to achieve it. And that's why it doesn't motivate them.

Therefore, the objective has to be "just just" for motivating individuals who have this ability. However, set challenging but realistic goals before the people and they'll grind them out one after the other like an engine.

Phrase you might use in your message to address this issue could include things such as:

• "mastery"
• "achieve your targets"
• "challenge yourself"
• "show the things you made out from"
• "be everything you are"

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

The need for affiliation

According to McClelland declares, it's "The necessity to feel a sense of involvement and being part of a group." This is much more popular. Social networks have illustrated people's need for connection and belonging.

Nowadays, a variety of items and services are available, including communities, Facebook groups, live occasions, virtual events and more.

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

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

How do you utilize all of this?

Well, consider that virtually all (good) copywriting can be "reason-why" is based. You're giving people reasons to take your request to (subscribe to your email list or purchase your product join your community, etc).

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

1. Make this move
2. The reason is the same.

Three needs will reveal the "reasons why" are. They should speak to the three needs because that's what motivates people to act. That's what will make your speaking, writing or whatever type of communication you're putting out... much more convincing.

It's true that you have to prove these kinds of claims, provide evidence, get attention and all that... but making sure you have the appeal correct in the first place is critical. In the absence of that, people will just smile and say "Eh why bother?" It doesn't animate them.

The next time you're sitting down to create a copy piece or create video scripts, don't forget Maslow and keep in mind McClelland. Your work will be grateful for it.

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

Are you interested in learning the top five secrets we've learned? To ramp up your marketing, blow through your income goals and creating strong communities with people who you are happy working with?

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