A research-backed way to help make your writing more convincing - WordPress Membership plugin - Membership Websites

Jul 29, 2022

A research-backed way to ensure that your writing is more convincing

Blame Maslow.

You've probably seen his "hierarchy of needs". It's now an institution in the world of marketing. The problem is, it's not based upon any real study. Maslow created it from what he believed.

Fine. It's the way that many theories begin, but eventually they need to be tested. Maslow's theory has been around for a while, and the results have been mixed to say the least.

This is why psychologists such as Henry Murray and David McClelland kept advancing Maslow's original ideas.

McClelland particularly has conducted numerous studies with the Thematic Apperception Test (TAT). The TAT isn't a perfect test, however as ScienceDirect says the test "is helpful in uncovering an individual's primary motivations, emotional states, as well as the root of their personality conflicts".

McClelland employed it to refine Maslow's needs theory.

What was he able to find?

It's true that is really just three requirements that dominate human behaviour. Three basic needs drive the vast majority of how we behave the way we do. This is helpful for people (like us and you) trying to inspire others into actions?

Uh, yeah.

What are these "three needs"?

The Need for Power
The necessity for Achievement
The need for affiliation

McClelland found that of all the diverse needs identified by Maslow and Murray, 86% of individuals were dominant on any of these three requirements. Data, evidence, and something that you can be confident in.

What exactly is all of these requirements?

The Need for Power

When people hear "power", they automatically think of controlling and evil dictators like Stalin as well as Hitler. It's possible that's one aspect however it's much more about impact. The ability to affect your surroundings -things, people, etc. Imagine a child who throws a ball and suddenly starts to giggle in uncontrollable ways. It's her ability to regulate something that isn't herself that lights her up. This is the reason why we need Power.

Phrases you might employ in your message in order to draw attention to this demand include:

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

It's about their desire to have an impact on and influence over the world around them since, for those who are high in the Need for Power this is what drives people to be powerful.

The Need for Achievement

It's more as it sounds -- an urge to accomplish things. Make a plan then work towards it and ultimately 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 easy, it's unlikely to provide the happiness they're seeking and won't inspire them. If the goal is too difficult, they'll think they can't achieve it and, again, it won't encourage them.

Therefore, the objective has to be "just right" for motivating people high in this need. But, put challenging yet achievable goals in front of the people and they'll grind them out one after another like an engine.

A phrase you can use for your messaging for this need could include things such as:

"mastery"
"achieve your goals"
"challenge yourself"
"show what your made of"
"be all you can be"

The most important thing, now the last requirement, then...

The Need for Affiliation

In the words of McClelland declares, it's "The necessity to feel an underlying sense of participation and being part of a group." It's also most well-known. Social media have highlighted people's desire to feel connected and part of a community.

Presently, numerous offerings and services offer community-based services, Facebook group, live occasions, 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 to other"
"we're one of you."
"welcome to the family"

So, how do you use all this?

Consider that nearly every (good) copywriting can be "reason-why" based. The purpose of your copywriting is to provide reasons for to take the step you're asking them to take (subscribe to your email list purchase your product, join your online community, etc.).

Thus, any argument is broken into two components:

Make this move
This is why

The three requirements will tell you the "reasons to" should be. It is important to address those three needs since they are what drive individuals to take action. That's what will make your speaking, writing and whatever other kind of message you're doing... much more convincing.

It's true that you have to prove these kinds of claimswith the evidence, attract attention, and so on... But getting the appeal right initially is essential. Otherwise, people just shrug and think "Eh, who cares?" It doesn't animate them.

So, the next time you sit down to write some copy or create a video script, forget Maslow and remember McClelland. The copy you write will thank you for it.

However, this is just one of the techniques we've learned in working with over 100,000 other online business owners like you.

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