I love this technique because of how simple it is, yet how immensely powerful it can be when executed well.
If you’re looking to create the perception in your market that you are an expert at what you do, one of the key techniques you can apply is to create what I call a Language Identifier.
I’ll explain exactly what this is and how to create one in a moment, but first I want to clarify some key traits of your modern day expert, or maven, a term brought back into popularity thanks to the proliferation of Malcolm Gladwell’s The Tipping Point book.
I have to begin by clarifying that there really is no such thing as a true expert.
Every person on this planet is in a constant state of change and will spend their entire life learning new things. It’s impossible to ever repeat the exact same experience, hence everything is new in the moment that you experience it. In a sense we are all students, not experts, and always will be.
Certainly some people know more than others, but even a person who knows more than anyone else on the planet about a certain subject, only knows a teeny-tiny percentage of the total knowledge they could accumulate.
You could say it’s impossible to ever become a true expert unless you can accumulate infinite knowledge. Infinite knowledge is not something generally experienced in the physically realm, so as we tend to do in our world of relativity, we use a method of comparison and say someone is an expert, in relation to someone else.
The key to establishing expertise is to create the perception in a large enough group of people that you know what they don’t, and in particular your knowledge resulted in you experiencing or having something that they recognize as relevant or important to them.
The point here is that truth really doesn’t matter. Of course you don’t want to falsely project you know something you don’t, and then find yourself in a situation where you have to demonstrate your knowledge. This could lead to you being labeled a fraud, and it’s a lot harder to rid yourself of a bad reputation than it is to establish a good one.
The “truth” that matters is how other people perceive you. Every person who comes into contact with you will look at you through their own set of glasses. You have the power to influence those glasses using the power of persuasion.
The Language Identifier technique is a way to influence people in a certain group by creating common language.
Common language are phrases and terms shared by a collective or community, but are usually not known to people outside the group.
For example, in our world of Internet marketing and business, common language terms include –
The Language Identifier technique is about creating a common language term for your industry, with one very important key aspect – it becomes associated with you.
Common Language spreads very far. Often the entire population of an industry will know the most important common language phrases. If you can associate your name as the creator of one of the terms, you gain instant credibility, fame and notoriety.
Creating just one phrase or term that takes off and spreads within an entire group of people can be enough to cement your place as one of the pioneers and leaders in your industry. This means people will talk about you, your work will be cited as authoritative, and every person new to the industry will become exposed to your name as they learn the key terms.
This is an extremely powerful tool for persuasion.
The list above of common language is mostly made up of terms that you can’t specifically associate with anyone.
Google is associated with PPC, because their AdWords system is the leading PPC platform. They no doubt benefit from association with that term. This is not the best example though as we’re talking about a company and a software platform, rather than just one expert and one phrase.
Move The Freeline is a phrase that may not be known by everyone in the Internet marketing and business industry, but it is known by many people, especially those who actively study our craft. If you review the content from the leaders of Internet marketing, or pop into an Internet marketing forum like the Warrior Forum, you will see this phrase repeated.
If I asked you who came up with the term “Move The Freeline” would you know the answer?
It’s Eben Pagan, one of the leading Internet marketing and business trainers teaching today.
As far as I know, he coined the term and it has spread widely as a great overall philosophy about how to dominate a marketplace. I could be wrong and he may not have been the first to use the phrase, and he definitely wasn’t the first to think of the idea of giving away free stuff to capture attention, but it’s his name that I have associated with that phrase. He get’s the credibility in my book.
If you have never heard of the phrase “Move The Freeline” I explained the principle in some detail in this article – Moving The Free Line.
As further evidence that the Language Identifier technique is powerful, see this article you are reading right now as an example. I’ve just introduced a whole group of people to Eben Pagan and enhanced his reputation by writing about him as the creator of a key term in our industry.
The other example I have for you is the best case of a Language Identifier that I personally created. What’s great about this example is that I was completely oblivious to what I was doing when I did it. After the fact I recognized what I had done, but at the time I was just trying to teach something using as simple language.
So do you know what term I’m best known for in the blogging industry?
Yep, the Pillar Article.
Pillar Article or Pillar Content are phrases I created to sum up what I consider the ingredients of good content. You can read about the history of this phrase and exactly what it means here –
The Pillar Article term circulated quite extensively in the blogging world, at least within the meta-blogging (blogging about blogging) and blogging for money industries. Each time another blogger introduced the phrase, they almost always tagged my name as the creator. I also introduce the term in my very popular free report, The Blog Profits Blueprint. This established my expertise as a blog trainer and continues to do so today.
A Language Identifier is made up of two key ingredients –
There really isn’t much to it. The great thing about this is you can create Language Identifiers anytime you have a good idea, even if it’s not your own idea.
Do you think I was the first to see that coming up with common phrases and associating your name with them as the creator is a good marketing technique?
Of course not.
No doubt thousands of marketers have taught this technique. I know from my own experience I remember quite clearly Rich Schefren talked about this idea in his materials.
The great thing about the technique is you can use your own understanding to describe your Language Identifier. There’s no such thing as an original idea, but your interpretation is always original and unique to you.
Most bloggers who teach have the potential to create Language Identifiers all the time because they are so good at sharing ideas using their own words. However most don’t, they just use generic words or phrases, or instead enhance the reputation of other experts by repeating their key terms.
I know this is true because I do it all the time with my blog. I’ve written many articles and taught many ideas that I could have coined unique phrases around but didn’t.
One of the best examples I can think of from recent memory is Frank Kern’s term – money magnet.
Frank created this phrase to describe what is essentially something you give away for free as part of a process you go through to launch a product, which he teaches inside his Mass Control course. I teach this same technique but call it the generic phrase, “lead resource”. Jeff Walker also teaches this technique in his Product Launch Formula. The concept also fits nicely into the overall strategy of Moving The Freeline.
Because Frank has significant distribution for what he teaches, he’s charismatic when he teaches it and he’s smart enough to come up with catchy phrases to encapsulate his ideas, he enjoys preeminence as a result. If you’ve ever studied his Mass Control course you will see the program is littered with his own “Language Identifiers”, phrases he came up with to label his techniques.
That really is all there is to this technique. Describe an idea or concept and use a catchy label for it, then do what you can to distribute it and hope it catches on.
When you get distribution of an idea, and your name becomes synonymous with it, it leads to true maven status in your market. Do it often enough and you can become one of the very top leaders of your market.
By now you’ve probably guessed that my use of the phrase Language Identifier is in fact an attempt to implement the technique. In other words, Language Identifier is a Language Identifier, or at least it could be if enough people implement the technique.
I’ve had the idea for this article for a long time and only last weekend decided to come up with a catch phrase to describe it. I figured it would be wrong to not demonstrate the technique using the technique itself.
After about an hour of brainstorming I didn’t have a good phrase to describe the term, but when I went to write the title of this blog post the phrase Language Identifier just popped out. I liked it and decided to run with it.
Whether or not I get credit for this technique and people identify my personal brand as an Internet marketing expert with it, isn’t too important to me, however the concept is sound. Creating your own common language is a great idea for virtually any niche.
As humans we like to belong to communities and the common language that makes up part of that community helps keep it together. You may start as a participant in the community and a user of its common language, but if you want to stand out and become a leader you need to get creative and stamp your authority by adding your own new ideas as well.
The Language Identifier technique is a very simple way to do this, which is why it has the potential to be so effective – simple has a way of spreading.
Common Language Creator