A research-backed way to make everything you write more persuasive - WordPress Membership Plugin - Membership Websites

Jul 29, 2022

A research-backed way to make everything you write more persuasive

Blame Maslow.

You've probably seen his "hierarchy of needs". It's become a bit of commonplace in the marketing world. But the problem is that the idea isn't based on actual study. Maslow simply made it up up based on what he thought.

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

That's why 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 as ScienceDirect states, it "is helpful in uncovering the dominant motives of a person's emotions, and core personality issues".

McClelland utilized it to improve Maslow's need theory.

What did he find?

It's true that is really just three requirements that drive human behaviour. Three basic needs drive the vast majority of why we act the way we are. It is useful for people (like you and I) attempting to motivate others into taking action?

Uh, yeah.

So, what are these "three requirements"?

The need for Power
The need for Achievement
The necessity of affiliating

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

What exactly is each of these needs?

The need for Power

When people hear "power" when they hear the word "power," they immediately think of controlling and evil dictators like Stalin and Hitler. This is a an element however it's much more about influence. The ability to affect the world around you -individuals, objects, etc. Imagine a toddler who throws a ball and then giggles uncontrollably. It's the ability of her to control something outside of herself that lights her up. It's the need for Power.

Some phrases that you can employ in your message to appeal to this need are things like:

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

The question is about their need to influence and impact their environment since, for those who are high in the Need for Power this is what drives them.

The Need for Achievement

This need is more like it sounds -- that desire to succeed. Make a plan then work towards it then finally achieve it. People high in the Need for Achievement want to engage in that simple routine over and over.

There's a little nuance to it, however. If the goal is too easy, it won't give them the fulfillment they're looking for and it won't motivate them. If a goal seems too challenging, they'll conclude they can't achieve it and, again, it won't motivate them.

So, the goal has to be "just right" in order to motivate individuals who have this ability. However, set challenging yet realistic goals before them and they'll grind them each and every day like a machine.

The phrases you could use to describe your messaging for this need include:

"mastery"
"achieve your goals"
"challenge yourself"
"show what you've made from"
"be the best you can be."

The most important thing, now, is...

The Need for Affiliation

As McClelland states, it's "The necessity to feel connected and feel a sense of being part of a group." This one's more well-known. Social media has highlighted the desire to feel connected and part of a community.

Presently, numerous offerings and services offer groups, communities Facebook group, live events, virtual events, and so on.

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

"join a group of like-minded"
"connect to other"
"we're one of you."
"welcome to the family"

What do you do to use all this?

Well, consider that virtually every (good) copywriting can be "reason-why" based. The purpose of your copywriting is to provide reasons for why they should take the step you're asking them to take (subscribe to your email list purchase your product, become a member of your group, etc.).

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

Do this now.
The reason is the same.

The three requirements will tell you what those "reasons why" ought to be. The messages should address the three requirements because this is what drives people to act. That's what will make your speech, writing, whatever kind of messaging you're putting out... more convincing.

Yes, you still have to be able to demonstrate these assertions, present the evidence, attract attention, and so on... but making the right appeal at the beginning is critical. In the absence of that, people will just smile and say "Eh what's the point?" It doesn't animate people.

The next time you're sat down at your desk to type out a piece of copy or create an online video script, you should forget Maslow and keep in mind McClelland. Your work will be grateful for it.

But, this is just one of the many tips we've learned about marketing alongside over 100,000 other entrepreneurs like you..

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