Write More Persuasive Members

Oct 1, 2022

An Research-Based Method to make your writing More persuasive

Wouldn't you like to a way to make everything you write more convincing?

It's likely that you've seen his "hierarchy of needs". The phrase has become a staple in marketing circles. But the problem is that the idea isn't based upon any real studies. Maslow just kinda made it out of his own thoughts.

Fine. It's the way that many theories start, but ultimately they need examined. Maslow's theory has been tested, and the results have been mixed at best.

It's the reason 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 an ideal test, however according to ScienceDirect puts it, it "is useful in revealing an individual's primary motivations, feelings, and the core of personality issues".

McClelland used it to refine Maslow's needs theory.

What was he able to find?

It's true that there are only three basic needs that drive human behaviour. Three requirements that drive 90% of how and why we act the way we are. It is useful for people (like us and you) attempting to motivate others into taking action?

Uh, yeah.

So, what do these "three requirements"?

The need for Power
The need for Achievement
The Need for Affiliation

McClelland observed that of the different needs identified my Maslow and Murray McClelland, 86% of individuals were predominant in at least one of the three requirements. The evidence, the data, you can trust.

Quickly, what exactly are each of these needs?

The Need for Power

When people hear "power" people immediately imagine controlling and oppressive dictators like Stalin or Hitler. It's possible that's an element however it's much more about influence. It's the ability to influence the world around you -- people, objects such as objects, people, etc. Imagine a toddler who throws a ball and suddenly starts to giggle in uncontrollable ways. It's her ability to regulate something that isn't her that causes her to light up. This is the reason why we need Power.

Phrases you might employ in your message in order to draw attention to this desire are things like:

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

It's about their desire to have an impact on and influence over their environment as, for people who rank who are high on the Need for Power it is the reason that drives people to be powerful.

The necessity for Achievement

The need for this is closer to it sounds -- that desire to succeed. Create a target and work towards it and eventually achieve it. Individuals who have a high Need for Achievement want to engage in that simple process over and over again.

A little nuance, though. If the goal is too easy, it won't provide the happiness they're seeking and they won't be motivated by it. If a goal is too difficult, they'll think they're not capable of achieving it, and, again, it won't encourage them.

The goal needs to be "just just" so as to inspire individuals who have this ability. Put challenging, yet achievable goals in front of their minds and they'll grind each and every day like an engine.

Phrase you might use in your messages for this purpose are things like:

"mastery"
"achieve your targets"
"challenge yourself"
"show the things you made out from"
"be everything you are"

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

The Need for Affiliation

As McClelland declares, this is "The need to feel an underlying sense of participation and feeling part of a community." This one's much more popular. Social media have highlighted people's need for connection and being part of a group.

Nowadays, a variety of offerings and services offer community-based services, Facebook group, live occasions, virtual events and more.

However, it's essential to include in your messaging. Phrases you might use include:

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

How do you make use of all this?

Think about it this way: nearly every (good) copywriting will be "reason-why" based. The purpose of your copywriting is to provide reasons for that they need to consider taking your request to take (subscribe to your mailing list, buy your product, join your online community, etc.).

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

Make this move
The reason is the same.

The three requirements will tell you what the "reasons to" are. It is important to address the three needs because this is what drives people to do something. This is what makes your speaking, writing or whatever type of communication you're doing... much more convincing.

It's true that you have to support these assertions with the evidence, attract attention, and all that... but getting the appeal right initially is critical. If not, they'll just look at it and say "Eh, who cares?" It doesn't animate people.

If you're sat down at your desk to type out a piece of copy or whip up a video script, do not think about Maslow and think of McClelland. Your copy will thank you for it.

That said, this is just one of the tips we've learned about marketing with more than 100,000 online business owners like you.

Want to know the top five secrets we've learned? To ramp up your marketing, blow through your goals for income and create a strong communities of people you love working with?

If so, take a look at our free training below where we'll be sharing those secrets with for you to follow:

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