The Research-Based Way to Make Everything You Write More Persuasive

Wouldn't it be nice to have find a method to make what that you write more compelling?

Most likely, you've heard of his "hierarchy of needs". It's now a staple in marketing circles. But the problem is that the idea isn't based on actual research. Maslow just kinda made it up based on what he believed.

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

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

McClelland specifically, conducted numerous studies using McClelland's research using the Thematic Apperception Test (TAT). The TAT isn't the most accurate test, however as ScienceDirect puts it, it "is useful in revealing a patient's dominant motivations, emotional states, as well as the root of their personality conflicts".

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

What did he find?

It's true that is really just three requirements which drive our behaviour. Three needs that animate 90% of how and why we act the way we perform. It is useful for people (like you and I) trying to inspire other people into action?

Uh, yeah.

So, what are these "three requirements"?

1. The Demand for Power
2. The necessity for Achievement
3. The Need for Affiliation

McClelland discovered that, of the various needs determined by Maslow and Murray McClelland, 86% of people were dominant with one or more of these three areas. Data, evidence, and something you can put your faith in.

Quickly, what exactly are each of these needs?

The Need for Power

When they hear "power", they automatically imagine control and evil despots like Stalin as well as Hitler. It's possible that's an element however, it's really about influence. It's the ability to influence everything around youthings, people such as objects, people, etc. Imagine a toddler throwing a ball then giggles without a control. It's her capacity to manage something beyond herself that lights her up. It's the need for Power.

The phrases you could employ in your message to address this need are things like:

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

The question is about their need to influence and impact the world around them because, for people high in the Need for Power this is what drives their actions.

The Need for Achievement

This need is more like it sounds : that desire to succeed. Make a plan, work toward it, and ultimately reach it. Individuals who have a high Need for Achievement want to follow that easy process over and over again.

There's a little nuance to it, however. If a goal seems too simple, it will not give them the fulfillment they're looking for and they won't be motivated by it. If a goal seems too hard, they'll assume they can't achieve it and, again, it won't motivate them.

Therefore, the objective has to be "just right" for motivating those who are high in this regard. Put challenging, yet feasible goals before the people and they'll grind them out one after the other like a machine.

Phrase you might use in your messages for this purpose include:

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

The most important thing, now, then, is...

The Need for Affiliation

In the words of McClelland states, it's "The desire to have connected and feel a sense of belonging within a social group." This is most well-known. Social networks have illustrated people's need for connection and belonging.

Today, many offerings and services offer groups, communities Facebook communities, groups that live events, virtual events, and many more.

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

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

What do you do to use all this?

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

Thus, any basic argument could be reduced into two parts:

1. Make this move
2. This is why

The three needs tell you the "reasons to" are. They should speak to the three needs because they are what drive people to act. It's the reason why your writing, speaking and whatever other kind of message you're putting out... more persuasive.

Yes, you still have to support these assertions, present the evidence, attract attention, and everything else... But getting the appeal right in the first place is essential. Otherwise, people just shrug and look at the wall and say "Eh what's the point?" It doesn't animate people.

If you sit down to create a copy piece or whip up video scripts, don't take a moment to forget Maslow and think of McClelland. Your copy will thank you for it.

However, this is just one of the many tips we've learned about marketing with over 100,000 other online entrepreneurs like you..

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