Write More Persuasive - - Member

Oct 1, 2022

An Research-Based Method to Make Your Writing More Persuasive

Wouldn't you like to find a method to make what that you write more compelling?

You've probably seen his "hierarchy of needs". The phrase has become an institution in the world of marketing. The problem is, it's not based on actual research. Maslow created it from his own thoughts.

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

It's the reason psychologists like Henry Murray and David McClelland continued to push Maslow's ideas from the beginning.

McClelland specifically, carried out numerous research studies with McClelland's research using the Thematic Apperception Test (TAT). The TAT isn't the most accurate test, but as ScienceDirect says the test "is useful in revealing a patient's dominant motivations, emotions, and core personality conflicts".

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

What did he find?

It's true that it's really only three needs that drive human behavior. Three basic needs drive 90% of the reasons why we act the way we do. It is useful for people (like me and you) trying to inspire people to take actions?

Uh, yeah.

Then, what exactly do these "three necessities"?

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

McClelland observed that of the different needs identified my Maslow and Murray, 86% of people were dominant in at least one of the three areas. The evidence, the data, that you can put your faith in.

What exactly is all of these requirements?

The Need for Power

When someone hears "power" when they hear the word "power," they immediately think of control and evil despots like Stalin and Hitler. It's possible that's an element however, it's really about impact. This is the power to impact everything around you- people, objects such as objects, people, etc. Imagine a child throwing a ball is then giggling uncontrollably. It's her ability to control something outside of herself that lights her up. This is the reason why we need Power.

The phrases you could include in your messages to address this need are things like:

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

The question is about their need to have an impact on and influence over the world around them since, for those who are who are high on the Need for Power it is the reason that drives their actions.

The necessity for Achievement

It's more as what it sounds -- the desire to achieve things. Make a plan, work toward it, and eventually achieve it. People high in the Need for Achievement want to follow that easy routine over and over.

It's just a bit of nuance. If a goal seems too simple, it's unlikely to bring the satisfaction they're after and they won't be motivated by it. If the goal is too challenging, they'll conclude that they won't be able to achieve it. And, again, it won't motivate them.

So, the goal has to be "just right" in order to motivate people high in this need. However, set challenging yet achievable goals in front of their minds and they'll grind out one after another as if they were machines.

A phrase you can use for your message to address this issue are things like:

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

The most important thing, now the final requirement would be...

The Need for Affiliation

In the words of McClelland states, it's "The desire to have an underlying sense of participation 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 offerings and services offer communities, Facebook communities, groups that live occasions, virtual events and so on.

However, it's essential to add these phrases to your message. 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"

What do you do to utilize all of this?

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

So, any basic argument could be reduced into two distinct parts:

Make this move
This is why

The three requirements will tell you what the "reasons to" are. The messages should address the three needs because they are what drive individuals to take action. This is what makes your speaking, writing or whatever type of communication that you're sending out... much more convincing.

You still need to prove these kinds of assertions with proof, draw attention and everything else... but making the right appeal initially is crucial. Otherwise, people just shrug and think "Eh what's the point?" It doesn't animate people.

If you sit down to type out a piece of copy or write video scripts, you should do not think about Maslow and remember McClelland. Your copy will thank you for it.

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