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

Blame Maslow.

Most likely, you've heard of his "hierarchy of needs". It's become a bit of commonplace in the marketing world. However, it's not founded upon any real study. Maslow created it out of what he believed.

Fine. It's the way that many theories start, but ultimately they need tested. Maslow's have been but the results are mixed to say the least.

That's why 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 an ideal test, but as ScienceDirect states the test "is useful in revealing an individual's primary motivations, emotions, and core personality conflict".

McClelland used it to refine Maslow's needs theory.

What did he find?

That, in reality, it's really only three needs which drive our behaviour. Three basic needs drive the majority of why we act the way we are. It is useful for people (like us and you) looking to spur other people into action?

Uh, yeah.

What are these "three requirements"?

1. The Need for Power
2. The need for Achievement
3. The necessity of affiliating

McClelland found that of all the diverse needs identified by Maslow and Murray, 86% of people were dominant with at least one of the three requirements. Data, evidence, and something you can trust.

What exactly is all of these requirements?

The Need for Power

When people hear "power" people immediately imagine controlling and evil dictators like Stalin and Hitler. This is a an element, but it's more about impact. It's the ability to influence your surroundings -things, people and so on. Imagine a baby throwing a ball suddenly starts to giggle uncontrollably. It's her ability to manage something beyond herself that causes her to light up. This is the reason why we need Power.

Some phrases that you can include in your messages to appeal to this need are things like:

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

It's about their desire to impact and influence their environment as, for people who rank high in the Need for Power, that's what motivates their actions.

The Need for Achievement

This need is more like what it sounds: an urge to accomplish things. Make a plan then work towards it and eventually reach it. People high in the Need for Achievement want to engage in that simple routine over and over.

It's just a bit of nuance. If the 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 hard, they'll assume they're not capable of achieving it, and this, in turn, won't encourage them.

So, the goal has to be "just just" in order to motivate individuals who have this ability. However, set challenging and feasible goals before their minds and they'll grind out one after the other as if they were an engine.

The phrases you could use to describe your message to address this issue are things like:

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

The last requirement, after all the last requirement, then...

The need for affiliation

As McClelland says, this is "The necessity to feel a sense of involvement and being part of a group." This is much more popular. Social media has highlighted the need for connection and belonging.

Presently, numerous offerings and services offer communities, Facebook groups, live events, virtual events, and more.

It's still important to include in your messaging. Phrases you might use include:

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

So, how do you use all this?

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

Therefore, any argument of any kind can be broken down into two distinct parts:

1. Do this now.
2. This is why

The three requirements will tell you what those "reasons why" are. The messages should address those three needs since this is what drives 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 claimswith the evidence, attract attention, and so on... however, making sure you have the appeal correct at the beginning is critical. Otherwise, people just shrug and say "Eh what's the point?" It doesn't animate people.

If you're sitting down to write some copy or write a video script, forget Maslow and remember McClelland. Your copy will thank you for it.

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

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