Write More Persuasive - - Member

Oct 1, 2022

A Research-Backed Way to make your writing More Persuasive

Do you want find a method to make what you write more persuasive?

Most likely, you've heard of his "hierarchy of requirements". It's become a bit of commonplace in marketing circles. However, the idea isn't based upon any real research. Maslow created it from what he believed.

Fine. This is how many theories begin, but eventually they need to be tested. Maslow's have been and the results have been inconsistent at best.

That's why psychologists like Henry Murray and David McClelland were constantly pushing Maslow's original theories.

McClelland particularly has conducted numerous studies with the Thematic Apperception Test (TAT). The TAT isn't an ideal test but, according to ScienceDirect states the test "is helpful in uncovering the dominant motives of a person's emotions, and core personality conflicts".

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

What was he able to find?

It's true that it's really only three needs that dominate human behaviour. Three requirements that drive 90% of how and why we act the way we are. It is useful for people (like me and you) trying to inspire people to take action?

Uh, yeah.

So, what do these "three needs"?

The Demand for Power
The necessity for Achievement
The need for affiliation

McClelland found that of all the diverse needs identified by Maslow and Murray McClelland, 86% of those who were dominant were in one or more of these three requirements. Evidence, data, something you can be confident in.

What exactly is each of these needs?

The Need for Power

When they hear "power" people immediately envision the control of evil dictators such as Stalin as well as Hitler. It's possible that's one aspect, but it's more about influence. This is the power to impact everything around youthings, people and so on. Imagine a child throwing a ball then giggles uncontrollably. It's her capacity to regulate something that isn't 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..."

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, that's what motivates people to be powerful.

The Need for Achievement

The need for this is closer to it sounds : an urge to accomplish things. Make a plan, work toward it, then finally achieve it. Individuals who have a high Need for Achievement want to engage in that simple routine over and over.

A little nuance, though. If a goal is too easy, it won't give them the fulfillment they're looking for and won't inspire them. If a goal is too challenging, they'll conclude they can't achieve it and that's why it doesn't encourage them.

Therefore, the objective has to be "just right" so as to inspire people high in this need. However, set challenging yet achievable goals in front of the people and they'll grind them each and every day as if they were a machine.

The phrases you could use to describe your messages for this purpose include:

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

The most important thing, now, is...

The necessity of affiliating

According to McClelland says, this is "The necessity to have a sense of involvement and feeling part of a community." This one's more well-known. Social networks have illustrated people's need for connection and being part of a group.

Nowadays, a variety of items and services are available, including groups, communities Facebook communities, groups that live occasions, virtual events and many more.

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

"join an organization of people who are similar to you"
"connect with other"
"we're one of you."
"welcome to the family"

How do you make use of all this?

Well, consider that virtually every (good) copywriting is "reason-why" is based. You're giving people reasons that they need to consider taking your request to (subscribe to your newsletter or purchase your product become a member of your group, etc.).

So, any basic argument can be broken down into two components:

Take this action
This is why

The three requirements will tell you the "reasons why" are. They should speak to the three requirements because that's what motivates people to do something. This is what makes your speech, writing and whatever other kind of message you're doing... better persuasive.

You still need to be able to demonstrate these claims, provide evidence, get attention and all that... but getting the appeal right initially is critical. Otherwise, people just shrug and look at the wall and say "Eh what's the point?" It doesn't animate the people.

So, the next time you're sitting down to type out a piece of copy or whip up a video script, do not think about Maslow and remember McClelland. Your copy will thank you for it.

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

Do you want to learn the most powerful five tips we've learned? To ramp up your advertising, smash through your income goals and creating a thriving membership community that you enjoy working with?

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