Research-based methods to help make your writing more persuasive - WordPress Membership plugin - Membership Websites

Jul 29, 2022

Research-backed methods to help make your work more persuasive

Blame Maslow.

You've probably seen his "hierarchy of requirements". The phrase has become commonplace in the marketing world. The problem is, it's not based on actual study. Maslow simply made it up from what he believed.

Fine. This is how many theories are born, but eventually they'll have to be examined. Maslow's have been as well, and the results were 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 the most accurate test but, as ScienceDirect says 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 theory of needs.

What did he find?

It's true that there are only three basic needs that dominate human behaviour. Three needs that animate the majority of what we do. we are. Useful for those (like us and you) trying to inspire other people into actions?

Uh, yeah.

So, what are these "three necessities"?

The Demand for Power
The necessity for Achievement
The necessity of affiliating

McClelland found that of all the various needs identified by Maslow and Murray, 86% of people were dominant on at least one of the three needs. Data, evidence, and something that you can be confident in.

What exactly is all of these requirements?

The Need for Power

When they hear "power", they automatically envision the control of evil dictators such as Stalin and Hitler. This is a an element however it's much more about impact. This is the power to impact everything around youindividuals, objects such as objects, people, etc. Imagine a baby throwing a ball then giggles without a control. It's the ability of her to regulate something that isn't herself that causes her to light up. It's the need for Power.

Some phrases that you can employ in your message to appeal to this need include:

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

You speak to their need to influence and impact their environment because, for people with a high Need for Power this is what drives them.

The Need for Achievement

This need is more like it sounds -- the desire to achieve things. Create a target and work towards it and eventually achieve it. The people who are high on the Need for Achievement want to follow that easy process over and over again.

A little nuance, though. If a goal is too easy, it's unlikely to provide the happiness they're seeking and won't inspire them. If the goal is too hard, they'll assume that they won't be able to achieve it. And this, in turn, won't inspire them.

Therefore, the objective has to be "just right" for motivating individuals who have this ability. Put challenging, yet realistic goals before their minds and they'll grind out one after the other like machines.

The phrases you could use to describe your message to address this issue could include things such as:

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

The final need, then the final requirement is...

The need for affiliation

In the words of McClelland states, it's "The desire to have an underlying sense of participation and feeling part of a community." This one's more well-known. Social media have highlighted people's need for connection and belonging.

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

However, it's essential 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"

So, how do you make use of all this?

Think about it this way: nearly every (good) copywriting can be "reason-why" is based. The purpose of your copywriting is to provide reasons for to take your request to take (subscribe to your email list, buy your product, become a member of your group, etc.).

Thus, any argument could be broken down into two components:

Make this move
The reason is the same.

The three requirements will tell you the "reasons to" are. They should speak to the three requirements because that's what motivates individuals to take action. That's what will make your writing, speaking, whatever kind of messaging you're doing... more convincing.

It's true that you have to support these claimswith the evidence, attract attention, and everything else... however, getting the appeal right at the beginning is essential. In the absence of that, people will just smile and think "Eh what's the point?" It doesn't animate them.

The next time you sit down to create a copy piece or write a video script, forget Maslow and remember McClelland. Your copy will thank you for it.

But, this is just one of the many techniques we've learned in working with more than 100,000 online entrepreneurs like you..

Do you want to learn the five most impactful secrets that we've discovered? To ramp up the effectiveness of your marketing, slash your goals for income and create a an enviable membership group with people who you are happy working with?

If you are, then check out our free training below where we'll share those secrets with the following with you:

Check out the five Marketing Secrets Video

With over 100,000 member sites Five of the most powerful tips for marketing we've uncovered. First Name Email Yes, Send Me the video!

Guide to Organic Marketing Strategies and Examples -

Member Management for Nonprofit Organizations: Eight Essential Strategies

The Non-Profit Administration for NonProfit Members who require 8 points in order to stay on the forefront of their thoughts.

A reference for Direct Marketing Strategy -