A Research-Backed Way to Make Your Writing more persuasive

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

You've probably seen his "hierarchy of needs". The phrase has become an institution in the world of marketing. However, the idea isn't based on actual studies. Maslow created it from what he thought.

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

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

McClelland specifically, carried out numerous research studies with McClelland's Thematic Apperception Test (TAT). The TAT isn't a perfect test, however as ScienceDirect puts it, it "is effective in helping to identify an individual's primary motivations, feelings, and the core of personality conflict".

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

What did he find?

It's true that is really just three requirements that drive human behavior. Three requirements that drive 90% of the reasons how we behave the way we do. It is useful for people (like you and I) looking to spur people to take actions?

Uh, yeah.

What are these "three needs"?

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

McClelland found that of all the different needs identified my Maslow and Murray, 86% of people were dominant on at least one of the three needs. Data, evidence, and something that you can trust.

What exactly is all of these requirements?

The need for Power

When they hear "power", they automatically think of controlling and oppressive dictators like Stalin as well as Hitler. It's possible that's part of it however it's much more about impact. The ability to affect your surroundings -- people, objects and so on. Imagine a baby who throws a ball and suddenly starts to giggle without a control. It's her ability to manage something beyond herself that makes her light up. It's the need for Power.

Some phrases that you can use in your messaging to address this need could include the following:

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

The question is about their need to impact and influence their environment because, for people with a high Need for Power it is the reason that drives people to be powerful.

The need for Achievement

The need for this is closer to it sounds -- that desire to succeed. Make a plan, work toward it, and eventually reach it. The people who are high on the Need for Achievement want to perform that same routine over and over.

It's just a bit of nuance. If a goal seems too easy, it won't 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 this, in turn, won't motivate them.

The goal needs to be "just just" in order to motivate those who are high in this regard. However, set challenging and achievable goals in front of the people and they'll grind them out one after the other as if they were an engine.

The phrases you could use to describe your messaging for this need are things like:

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

The final need, then and this then, is...

The need for affiliation

As McClelland states, it's "The desire to have connected and feel a sense of feeling part of a community." This one's more well-known. Social networks have demonstrated people's need for connection and feeling of belonging.

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

Still, it's important to incorporate in your messages. Phrases you might use include:

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

What do you do to utilize all of this?

Well, consider that virtually all (good) copywriting will be "reason-why" founded. You're giving people reasons why they should take your request to take (subscribe to your email list, buy your product, become a member of your group, etc.).

Therefore, any argument of any kind could be reduced into two distinct parts:

1. Make this move
2. The reason is the same.

Three needs will reveal what the "reasons to" are. The messages should address the three requirements because that's what motivates individuals to take action. This is what makes your speaking, writing and whatever other kind of message you're putting out... more convincing.

You still need to support these assertions with proof, draw attention and everything else... however, getting your appeal right in the first place is essential. If not, they'll just look at it and think "Eh what's the point?" It doesn't animate them.

So, the next time you're sitting down to write some copy or create video scripts, you should take a moment to forget Maslow and keep in mind McClelland. The copy you write will thank you for it.

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

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