The Research-Based Way to make your writing More Persuasive

Do you want be able to improve everything that you write more compelling?

It's likely that you've seen his "hierarchy of requirements". The phrase has become commonplace in marketing circles. The problem is, it's not founded on any actual research. Maslow simply made it up out of what he believed.

Fine. That's how lots of theories begin, but eventually they'll need to be examined. Maslow's theory has been tested, and the results have been mixed at best.

This is why psychologists such as Henry Murray and David McClelland were constantly pushing Maslow's original theories.

McClelland specifically, carried out numerous research studies with McClelland's Thematic Apperception Test (TAT). The TAT isn't the most accurate test, but as ScienceDirect puts it, it "is effective in helping to identify a patient's dominant motivations, emotional states, as well as the root of their personality issues".

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

What did he find?

In reality, is really just three requirements which drive our behavior. Three basic needs drive the majority of why we act the way we perform. This is helpful for those (like you and I) attempting to motivate others into actions?

Uh, yeah.

What are these "three necessities"?

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

McClelland observed that of the diverse needs identified by Maslow and Murray McClelland, 86% of those who were dominant were in at least one of the three needs. Evidence, data, something you can trust.

Quickly, what exactly are all of these requirements?

The Need for Power

When people hear "power" when they hear the word "power," they immediately envision controlling and oppressive dictators like Stalin as well as Hitler. It's possible that's an element, but it's more focused on impact. This is the power to impact everything around youindividuals, objects, etc. Imagine a baby throwing a ball is then giggling in uncontrollable ways. It's her ability to manage something beyond herself that lights her up. This is the reason why we need Power.

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

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

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

The Need for Achievement

The need for this is closer to it sounds : that desire to succeed. Create a target then work towards it then finally achieve it. People high in the Need for Achievement want to engage in that simple 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 encourage them.

The goal needs to be "just just" for motivating people high in this need. But, put challenging and feasible goals before them and they'll grind them out one after another as if they were machines.

A phrase you can use for your messaging for this need include:

• "mastery"
• "achieve your objectives"
• "challenge yourself"
• "show the things you made out from"
• "be all you can be"

The final need, then, would be...

The Need for Affiliation

In the words of McClelland says, this is "The desire to have an underlying sense of participation and belonging within a social group." This one's more well-known. Social media have highlighted individuals' need to feel connected and feeling of belonging.

Presently, numerous items and services are available, including communities, Facebook communities, groups that live events, virtual events, and more.

It's still important to add these phrases to your message. Phrases you might use include:

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

So, how do you make use of all this?

Consider that nearly every (good) copywriting is "reason-why" based. It's about giving reasons to people why they should take the step you're asking them to take (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 distinct parts:

1. Take this action
2. The reason is the same.

The three requirements will tell you the "reasons why" should be. The messages should address those three needs since they are what drive people to do something. This is what makes your speaking, writing and whatever other kind of message you're putting out... better convincing.

You still need to prove these kinds of assertions with proof, draw attention and so on... But getting the appeal right at the beginning is essential. If not, they'll just look at it and think "Eh what's the point?" It doesn't animate people.

So, the next time you're sitting down to type out a piece of copy or whip up video scripts, don't take a moment to forget Maslow and remember McClelland. Your work will be grateful for it.

That said, this is just one of the techniques we've picked up while working with more than 100,000 online entrepreneurs like you..

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