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

Blame Maslow.

It's likely that you've seen his "hierarchy of needs". It's now an institution in the world of marketing. However, it's not based on any actual studies. Maslow created it up based on what he believed.

Fine. This is how many theories are born, but eventually they'll have to be to be tested. Maslow's have been and the results have been mixed to say the least.

It's the reason psychologists like Henry Murray and David McClelland continued to push Maslow's ideas from the beginning.

McClelland particularly has conducted numerous studies with McClelland's research using the Thematic Apperception Test (TAT). The TAT isn't an ideal test but, as ScienceDirect states that it "is effective in helping to identify an individual's primary motivations, emotions, and core personality issues".

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

What was he able to find?

In reality, there are only three basic needs that dominate human behaviour. Three basic needs drive the vast majority of why we act the way we perform. It is useful for people (like us and you) attempting to motivate people to take action?

Uh, yeah.

Then, what exactly are these "three requirements"?

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

McClelland observed that of the various needs identified by Maslow and Murray, 86% of people were dominant on at least one of the three needs. Evidence, data, something that you can be confident in.

Quickly, what exactly are the requirements for each?

The need for Power

When people hear "power", they automatically envision the control of evil dictators such as Stalin and Hitler. This is a part of it however it's much more about impact. This is the power to impact the world around you -- people, objects and so on. Imagine a baby throwing a ball then giggles in uncontrollable ways. It's her capacity to regulate something that isn't herself that makes her light up. That's the Need for Power.

Some phrases that you can include in your messages to appeal to this need include:

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

You speak to their need to have an impact on and influence over their environment as, for people who rank who are high on the Need for Power, that's what motivates people to be powerful.

The necessity for Achievement

This need is more like it sounds -- that desire to succeed. Create a target and work towards it and ultimately reach it. The people who are high on the Need for Achievement want to engage in that simple routine over and over.

A little nuance, though. If the goal is too easy, it's unlikely to bring the satisfaction they're after and they won't be motivated by it. If a goal seems too difficult, they'll think they're not capable of achieving it, and that's why it doesn't inspire them.

So, the goal has to be "just just" for motivating individuals who have this ability. But, put challenging and feasible goals before the people and they'll grind them out one after the other as if they were a machine.

A phrase you can use for your messages for this purpose include:

• "mastery"
• "achieve your targets"
• "challenge yourself"
• "show what your made from"
• "be the best you can be."

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

The Need for Affiliation

In the words of McClelland states, it's "The necessity to feel an underlying sense of participation and feeling part of a community." It's also much more popular. Social media have highlighted people's desire to feel connected and part of a community.

Nowadays, a variety of offerings and services offer communities, Facebook communities, groups that live events, virtual events and more.

It's still important to include in your messaging. Phrases you might use include:

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

What do you do to make use of all this?

Think about it this way: nearly every (good) copywriting will be "reason-why" is based. You're giving people reasons to take the action you're asking them to (subscribe to your mailing list or purchase your product become a member of your group, etc.).

Thus, any argument can be broken down into two distinct parts:

1. Do this now.
2. This is why

The three needs tell you the "reasons for" are. It is important to address those three needs since that's what motivates people to act. That's what will make your speech, writing and whatever other kind of message you're putting out... better convincing.

It's true that you have to prove these kinds of claimswith evidence, get attention and everything else... But getting the appeal right at the beginning is essential. Otherwise, people just shrug and say "Eh what's the point?" It doesn't animate people.

So, the next time you sit down to write some copy or whip up an online video script, you should take a moment to forget Maslow and think of McClelland. The copy you write will thank you for it.

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

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