Every time you sit down in front of that white page that’s going to promote your business, you want your written content to do the job that it’s supposed to do, which is having the right impact on the right audience.
You’ve noticed that while some pieces of written content go viral, some are pretty much invisible, and you would love nothing more than knowing why.
While it’s not always easy to know what blog post will go viral and what blog post will flop, there are a few things that we know to work much better than others.
In this post I’m going to discuss two vital factors that you need to consider when promoting your business with your blog articles and other form of written content.
One thing that we know to be a fact is that people are more interested in what we call external results, rather than internal results.
Knowing the difference between the two will help you write great content that attracts interested readers.
And if you do this well, your blog posts will get you more solid potential clients or customers.
Internal Result versus External Result
Nowadays you have to be more of a content expert for the blog posts and other content marketing pieces that you write, than you used to in the past.
Far away the time when we could write barely readable pieces of content that were stuffed with keywords that could make any article sound stupid and repetitive, but yet used to get positive results and turned into sales.
Today, besides the fact that we have to write interesting, educative and informative content for our blog posts to be valued by our audience, we also need to know which technique works and which doesn’t work with the human brain.
One important thing that we need to keep in mind is that human beings are more basic beings that we would like to admit, and because we are, we tend to respond much better to external results, rather than internal results.
Are you confused?
Well, in this post I am going to discuss what the difference between internal and external results is, and which one you need to use in order for your blog post to be successful, and bring you much more traffic and clients.
What is an Internal Result?
An internal result is a result that people either don’t understand or can’t see themselves reaching because it is too broad or to abstract.
You need to keep in mind that broad and abstract don’t sell.
So, whether you’re selling comfort, relief, happiness, health, wealth, or blogging itself, putting those broad internal results to the forefront of your written content is not going to give you the results you’ve expected.
- Everyone wants to be happy.
- Everyone wants to be healthy.
- Everyone wants relief from something.
- Everyone wants to be wealthy.
- Everyone wants to be successful with their blog.
Those are called internal results.
But, everyone is great, isn’t it?
Well, no, it’s not.
Everyone is pretty much the same thing as no one.
It’s too broad, it’s too out there, and it speaks to nobody.
Promising someone that they’ll be happy, healthy or wealthy doesn’t promise them any imminent or specific result, and people just don’t buy them. Literally.
What people are looking for is what we call external results, instead.
What is an External Result?
An external result is the result of a specific problem or issue that someone needs or wants relief from.
While being happy is an internal result, being able to attract the perfect partner, is an external result.
While being healthy is an internal result, finding a way to get rid of your chronic migraine, is an external result.
While being wealthy is an internal result, learning about specific ways to create a successful business that will take you to financial freedom, is and external result.
While success blogging is an internal result, learning exactly how to write a blog post that attracts readers is an external result.
An external result is a specific relief to a specific pain point, and that’s what people want.
External results do sell.
Internal Results versus External Results
Internal results are positive, yet broad results that your reader may not identify with, and will subconsciously see as untenable, because they are way out there and vague.
People in general don’t even care about internal results when all they need is a specific answer to their problem.
The positive result in this case is not palpable.
So for example, if your product or service enhances happiness, and you’re writing a blog post about happiness in general, it’s going to be very difficult for you to attract potential clients this way.
What type of happiness do you sell?
- Is it relief from depression?
- Is it getting the man or woman of your dreams?
- Is it creating the perfect family?
- Is it getting in touch with your spirituality?
Happiness can include several thousand factors. So which one are you talking about in that one specific blog post?
It’s the same thing with health. If you’re using your content to promote health, it’s too vague to attract a specific audience that needs help with a specific health issue.
- Is it losing weight?
- Is it lowering blood pressure?
- Is it reducing stress?
- Is it eating habits?
Each specific item needs to be discussed specifically one post at the time.
And this works the same way with wealth, comfort, achievement, success, blogging and so on.
If you are promoting a business that could help your audience to become healthier, wealthier, happier, more successful, or better bloggers… do not focus on broad topics such as these, but on one specific item at the time.
This process works for everything you write as well, not just your blog post. It works with your sales copies, your business core tag line and even adds.
It starts with your headline, followed by your topic and content.
Here are some internal and external headline type topics…
Internal and External Result Headlines
How to be happier every day of your life (internal result)
- 10 tips to generate an extra income (external result)
- How to get the man of your dreams (external result)
- How to get rid of your depression (external result)
- 5 ways you can find and keep your love alive (external result)
How to keep living healthy for years (internal result)
- How to lose 10 pounds in 6 weeks (external result)
- How to reduce your medication intake in 2 months (external result)
- How to reduce your blood pressure with healthy food (external result)
- 5 foods you need to eat to avoid blood clots (external result)
How to be a successful blogger (internal result).
How to get more traffic (internal result).
- How to use twitter to generate more traffic (external results)
- How to create blog content that is easy to read (external result)
- 5 easy steps to create your blog post from start to finish (external results)
I’ve just mentioned few niches of business here, but whatever business you’re in. Whatever product or service you’re selling, you need to figure out what are the internal results that you offer.
Once you’ve determined that, you need to go way more specific and make a list of external results that people will get from your product or service.
Once you have that list (which you can add to indefinitely) you should write your content solely based on those external results.
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