An evidence-based method to help make your work more persuasive

Blame Maslow.

It's likely that you've seen his "hierarchy of requirements". 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 created it from what he thought.

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

This is why psychologists such as Henry Murray and David McClelland continued to push Maslow's ideas from the beginning.

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

McClelland employed it to refine Maslow's needs theory.

What did he discover?

It's true that is really just three requirements which drive our behaviour. Three needs that animate the vast majority of how we behave the way we do. This is helpful for people (like us and you) trying to inspire people to take taking 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 found that of all the diverse needs identified by Maslow and Murray McLelland, 86% people were dominant in one or more of these three requirements. The evidence, the data, that you can put your faith in.

What exactly is the requirements for each?

The need for Power

When people hear "power", they automatically imagine the control of evil dictators such as Stalin and Hitler. It's possible that's part of it however it's much more focused on impact. It's the ability to influence your surroundings -individuals, objects and so on. Imagine a toddler throwing a ball suddenly starts to giggle in uncontrollable ways. It's her capacity to regulate something that isn't herself that lights her up. This is the reason why we need Power.

Some phrases that you can use in your messaging in order to draw attention to this demand could include the following:

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

It's about their desire to have an impact on and influence over the world they live in as, for people who rank who are high on the Need for Power, that's what motivates their actions.

The need for Achievement

It's more as what it sounds: that desire to succeed. Set a goal then work towards it and eventually achieve it. The people who are high on the Need for Achievement want to perform that same process over and over again.

There's a little nuance to it, however. If a goal is too simple, it will not provide the happiness they're seeking and won't inspire them. If a goal is too hard, they'll assume they can't achieve it and this, in turn, won't motivate them.

So, the goal has to be "just just" for motivating those who are high in this regard. However, set challenging and achievable goals in front of the people and they'll grind them out one after the other as if they were an engine.

Phrase you might use in your messaging for this need could include things such as:

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

The most important thing, now, is...

The necessity of affiliating

According to McClelland says, this is "The need to feel an underlying sense of participation and being part of a group." It's also much more popular. Social media has highlighted the need for connection and belonging.

Presently, numerous products and services include groups, communities Facebook groups, live events, virtual events and many more.

However, it's essential to include in your messaging. Phrases you might use include:

• "join a group of like-minded"
• "connect with others"
• "we're one of you"
• "welcome to the family"

How do you utilize all of this?

Think about it this way: nearly every (good) copywriting is "reason-why" is based. You're giving people reasons that they need to consider taking the step you're asking them to take (subscribe to your email list purchase your product, join your online community, etc.).

So, any basic argument is broken into two parts:

1. Take this action
2. This is why

The three requirements will tell you what the "reasons why" ought to be. The messages should address the three needs because this is what drives people to do something. This is what makes your writing, speaking, whatever kind of messaging you're doing... more convincing.

Yes, you still have to be able to demonstrate these assertions, present proof, draw attention and all that... But getting the appeal right initially is crucial. In the absence of that, people will just smile and say "Eh what's the point?" It doesn't animate the people.

If you sit down to create a copy piece or whip up video scripts, don't do not think about Maslow and keep in mind McClelland. Your work will be grateful for it.

That said, this is just one of the many tips we've learned about marketing with over 100,000 other online entrepreneurs like you..

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