An evidence-based method to ensure that your work is more convincing - WordPress Membership plugin - Membership Sites

Jul 29, 2022

Research-backed methods to make everything you write more convincing

Blame Maslow.

You've probably seen his "hierarchy of needs". It's become a bit of a staple in marketing circles. The problem is, it's not founded on actual study. Maslow created it out of what he thought.

Fine. This is how many theories begin, but eventually they need examined. Maslow's have been but the results are 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 specifically, carried out numerous research studies with the Thematic Apperception Test (TAT). The TAT isn't an ideal test, but according to ScienceDirect states that it "is useful in revealing an individual's primary motivations, feelings, and the core of personality conflicts".

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

What was he able to find?

That, in reality, is really just three requirements that drive human behavior. Three needs that animate the vast majority of what we do. we do. Useful for those (like us and you) attempting to motivate others into actions?

Uh, yeah.

What are these "three necessities"?

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

McClelland discovered that, of the different needs identified my Maslow and Murray McClelland, 86% of individuals were dominant in at least one of the three needs. Data, evidence, and something that you can put your faith in.

What exactly is each of these needs?

The Need for Power

When someone hears "power", they automatically think of controlling and evil dictators like Stalin and Hitler. It's possible that's part of it however, it's really about influence. It's the ability to influence the world around you -- people, objects, etc. Imagine a toddler who throws a ball and is then giggling without a control. It's her capacity to control something outside of herself that makes her light up. It's the need for Power.

Phrases you might include in your messages in order to draw attention to this demand include:

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

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

The need for Achievement

The need for this is closer to it sounds -- that desire to succeed. Set a goal and work towards it then finally be successful in achieving it. Individuals who have a high Need for Achievement want to follow that easy routine over and over.

It's just a bit of nuance. If a goal is too easy, it won't provide the happiness they're seeking and they won't be motivated by it. If the goal is too challenging, they'll conclude they're not capable of achieving it, and that's why it doesn't encourage them.

So, the goal has to be "just just" for motivating people high in this need. However, set challenging and realistic goals before 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 messaging for this need could include things such as:

"mastery"
"achieve your goals"
"challenge yourself"
"show the things you made out of"
"be the best you can be."

The most important thing, now the final requirement is...

The Need for Affiliation

As McClelland says, this is "The desire to have a sense of involvement and feeling part of a community." It's also much more popular. Social media have highlighted people's needs for belonging and connection.

Nowadays, a variety of items and services are available, including community-based services, Facebook group, live events, virtual events and more.

Still, it's important to add these phrases to your message. Phrases you might use include:

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

How do you use all this?

Well, consider that virtually all (good) copywriting will be "reason-why" is based. You're giving people reasons why they should take your request to (subscribe to your newsletter, buy your product, join your online community, etc.).

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

Take this action
The reason is the same.

Three needs will reveal the "reasons for" should be. It is important to address the three requirements because they are what drive people to act. That's what will make your writing, speaking or whatever type of communication you're putting out... more convincing.

It's true that you have to support these claimswith evidence, get attention and everything else... but making sure you have the appeal correct initially is essential. If not, they'll just look at it and think "Eh, who cares?" It doesn't animate them.

So, the next time you sit down to create a copy piece or create a video script, do not think about Maslow and keep in mind McClelland. The copy you write will thank you for it.

However, this is just one of the techniques we've learned in working alongside over 100,000 other business owners just like you..

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