According to Maslow's hierarchy, there are 5 levels of human needs:

• Physiological: Basic needs like food, water, shelter, sleep
• Safety: Financial, personal security, health, stability
• Social: Belonging, friendships, relationships, community
• Esteem: Recognition, achievements, respect, status
• Self-actualization: Personal growth, potential, fulfillment.

Maslow also pointed out that people are more inclined to satisfy their basic needs before moving on to more advanced needs.^[1] How does this relate to UX writing? Good UX writing should first address the most basic user needs — what’s essential for them to use your product. Then, focus on their wants — extras that improve the experience.

When writing, always question each line: does the copy meet any level of the psychological hierarchy? For example, the phrase "take today's lesson" calls for our willingness to learn, but it lacks enough motivation. A good example would be Duolingo's phrase, "Complete a lesson to join this week's leaderboard," which appeals to human needs of accomplishment, respect from others, and self-growth.