A research-backed way to help make your work more persuasive

Blame Maslow.

It's likely that you've seen his "hierarchy of needs". The phrase has become commonplace in the marketing world. The problem is, it's not founded 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 inconsistent at best.

It's the reason psychologists like Henry Murray and David McClelland were constantly pushing Maslow's original theories.

McClelland, in particular, has conducted numerous studies with the Thematic Apperception Test (TAT). The TAT isn't the most accurate test, but as ScienceDirect puts it the test "is useful in revealing a patient's dominant motivations, feelings, and the core of personality conflict".

McClelland utilized it to improve Maslow's need theory.

What did he find?

It's true that is really just three requirements which drive our behaviour. Three needs that animate 90% of how and what we do. we are. Useful for those (like us and you) looking to spur other people into action?

Uh, yeah.

So, what are these "three requirements"?

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

McClelland found that of all the various needs identified by Maslow and Murray, 86% of those who were dominant were in any of these three needs. The evidence, the data, you can put your faith in.

What exactly is the requirements for each?

The Demand for Power

When someone hears "power", they automatically envision control and evil despots like Stalin and Hitler. This is a part of it however, it's really about influence. This is the power to impact the world around you -individuals, objects and so on. Imagine a child who throws a ball , and is then giggling in uncontrollable ways. It's her capacity to manage something beyond herself that causes her to light up. That's the Need for Power.

Phrases you might use in your messaging in order to draw attention to this demand could include the following:

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

It's about their desire to have an impact on and influence over their environment since, for those who are with a high Need for Power this is what drives their actions.

The need for Achievement

It's more as it sounds -- that desire to succeed. Set a goal, work toward it, and ultimately be successful in achieving it. The people who are high on the Need for Achievement want to follow that easy process over and over again.

It's just a bit of nuance. If a goal seems too easy, it's unlikely to give them the fulfillment they're looking for and won't inspire them. If a goal seems too difficult, they'll think they can't achieve it and, again, it won't inspire them.

Therefore, the objective has to be "just right" for motivating those who are high in this regard. However, set challenging and realistic goals before their minds and they'll grind out one after the other like an engine.

A phrase you can use for your message to address this issue are things like:

• "mastery"
• "achieve your targets"
• "challenge yourself"
• "show what your made of"
• "be all you can be"

The most important thing, now, is...

The need for affiliation

In the words of McClelland says, this is "The need to feel connected and feel a sense of belonging within a social group." This one's more well-known. Social media has highlighted the needs for belonging and connection.

Presently, numerous items and services are available, including communities, Facebook group, live events, virtual events, and so on.

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

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

How do you make use of all this?

Well, consider that virtually all (good) copywriting will be "reason-why" founded. You're giving people reasons why they should take the step you're asking them to (subscribe to your mailing list or purchase your product join your online community, etc.).

Therefore, any argument of any kind can be broken down into two components:

1. Make this move
2. Because reason why

The three requirements will tell you what the "reasons why" are. The messages should address those three needs since this is what drives people to act. It's the reason why your speech, writing or whatever type of communication that you're sending out... more convincing.

You still need to be able to demonstrate these assertions, present the evidence, attract attention, and everything else... but making the right appeal initially is essential. 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 sitting down to type out a piece of copy or write video scripts, don't forget Maslow and remember McClelland. The copy you write will thank you for it.

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