Research-based methods to ensure that your work is more persuasive . WordPress Membership plugin - Membership Sites

Jul 29, 2022

An evidence-based method to ensure that your writing is more convincing

Blame Maslow.

Most likely, you've heard of his "hierarchy of requirements". It's now an institution in the world of marketing. The problem is, it's not based on actual studies. Maslow created it up based on what he thought.

Fine. It's the way that many theories start, but ultimately they'll have to be examined. Maslow's theories have been tested as well, and the results were mixed to say the least.

It's the reason psychologists like Henry Murray and David McClelland kept advancing Maslow's original ideas.

McClelland, in particular, carried out numerous research studies with McClelland's research using the Thematic Apperception Test (TAT). The TAT isn't the most accurate test, however according to ScienceDirect states the test "is helpful in uncovering a patient's dominant motivations, emotional states, as well as the root of their personality issues".

McClelland utilized it to improve Maslow's theory of needs.

What did he discover?

That, in reality, is really just three requirements which drive our behavior. Three needs that animate the majority of how we behave the way we do. It is useful for people (like you and I) looking to spur people to take taking action?

Uh, yeah.

So, what are these "three necessities"?

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

McClelland observed that of the diverse needs identified by Maslow and Murray McClelland, 86% of individuals were dominant in one or more of these three areas. Evidence, data, something that you can be confident in.

In a flash, what is the requirements for each?

The Need for Power

When someone hears "power" when they hear the word "power," they immediately think of the control of evil dictators such as Stalin or Hitler. This is a an element however, it's really about influence. The ability to affect your surroundings -individuals, objects, etc. Imagine a toddler throwing a ball suddenly starts to giggle uncontrollably. It's her ability to control something outside of herself that causes her to light up. That's the Need for Power.

The phrases you could include in your messages to appeal to this need could include the following:

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

You speak to their need to impact and influence their environment 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 what it sounds: that desire to succeed. Create a target, work toward it, and ultimately reach it. People high in the Need for Achievement want to follow that easy procedure over and over.

There's a little nuance to it, however. If a goal is too simple, it will not give them the fulfillment they're looking for and they won't be motivated by it. If the goal is too hard, they'll assume they can't achieve it and, again, it won't motivate them.

So, the goal has to be "just just" in order to motivate those who are high in this regard. 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 messaging for this need include:

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

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

The necessity of affiliating

In the words of McClelland says, this is "The desire to have connected and feel a sense of being part of a group." This one's much more popular. Social media have highlighted people's need for connection and belonging.

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

Still, it's important 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 the family"

So, how do you utilize all of this?

Think about it this way: nearly all (good) copywriting can be "reason-why" is 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, buy your product, join your online community, etc.).

So, any basic argument could be broken down into two parts:

Do this now.
Because reason why

Three needs will reveal the "reasons to" should be. It is important to address those three needs since they are what drive people to do something. That's what will make your speech, writing, whatever kind of messaging that you're sending out... better persuasive.

You still need to support these assertions, present the evidence, attract attention, and all that... however, getting the appeal right initially is essential. If not, they'll just look at it and think "Eh why bother?" It doesn't animate the people.

So, the next time you're sitting down to create a copy piece or create a video script, take a moment to forget Maslow and remember McClelland. The copy you write will thank you for it.

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

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