A Research-Backed Way to Make Everything You Write more persuasive

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

It's likely that you've seen his "hierarchy of requirements". It's become a bit of commonplace in marketing circles. But the problem is that the idea isn't based on actual research. Maslow created it out of his own thoughts.

Fine. This is how many theories begin, but eventually they'll need to be examined. Maslow's theory has been tested, as well, and the results were mixed at best.

It's the reason psychologists like Henry Murray and David McClelland were constantly pushing Maslow's original theories.

McClelland, in particular, conducted numerous studies using the Thematic Apperception Test (TAT). The TAT isn't an ideal test, however according to ScienceDirect puts it, it "is helpful in uncovering the dominant motives of a person's emotional states, as well as the root of their personality conflict".

McClelland utilized it to improve Maslow's needs theory.

What did he discover?

That, in reality, there are only three basic needs which drive our behaviour. Three basic needs drive 90% of how and why we act the way we perform. Useful for those (like us and you) attempting to motivate people to take actions?

Uh, yeah.

What are these "three necessities"?

1. The need for Power
2. The Need for Achievement
3. The need for affiliation

McClelland observed that of the diverse needs identified by Maslow and Murray McLelland, 86% those who were dominant were in one or more of these three areas. Data, evidence, and something that you can trust.

In a flash, what is each of these needs?

The need for Power

When people hear "power", they automatically think of control and evil despots like Stalin and Hitler. That can be one aspect however, it's really focused on impact. This is the power to impact your surroundings -things, people such as objects, people, etc. Imagine a toddler throwing a ball is then giggling uncontrollably. It's her ability to control something outside of herself that makes her light up. This is the reason why we need Power.

Some phrases that you can use in your messaging to appeal to this need are things like:

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

The question is about their need to have an impact on and influence over their surroundings because, for people high in the Need for Power it is the reason that drives them.

The necessity for Achievement

It's more as it sounds : the desire to achieve things. Set a goal then work towards it and ultimately achieve it. Individuals who have a high Need for Achievement want to perform that same process over and over again.

There's a little nuance to it, however. If a goal is too simple, it's unlikely to give them the fulfillment they're looking for and won't inspire them. If a goal is too hard, they'll assume that they won't be able to achieve it. And, again, it won't motivate them.

The goal needs to be "just just" so as to inspire individuals who have this ability. However, set challenging yet achievable goals in front of their minds and they'll grind out one after another like a machine.

The phrases you could use to describe your message to address this issue could include things such as:

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

The final need, then, then, is...

The Need for Affiliation

According to McClelland says, this is "The desire to have connected and feel a sense of feeling part of a community." This is most well-known. Social networks have illustrated people's need for connection and belonging.

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

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

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

What do you do to utilize all of this?

Well, consider that virtually every (good) copywriting will be "reason-why" is based. You're giving people reasons why they should take your request to (subscribe to your mailing list or purchase your product become a member of your group, etc.).

So, any basic argument could be reduced into two components:

1. Take this action
2. Because reason why

The three requirements will tell you the "reasons why" are. The messages should address those three needs since this is what drives people to do something. It's the reason why your writing, speaking, whatever kind of messaging you're doing... more convincing.

Yes, you still have to be able to demonstrate these assertions with proof, draw attention and everything else... however, making the right appeal in the first place is essential. If not, they'll just look at it and look at the wall and say "Eh why bother?" It doesn't animate people.

The next time you're sat down at your desk to type out a piece of copy or whip up video scripts, don't forget Maslow and keep in mind McClelland. Your copy will thank you for it.

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

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