Cement Your Expertise: Create Your Own Language Identifier

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.

There Is No True Expert

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.

Expertise Is A Perception

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.

What Is A Language Identifier?

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 –

  • Pay Per Click (PPC)
  • Search Engine Optimization (SEO)
  • Squeeze Pages
  • Return on Investment (ROI)
  • Conversion Rate
  • Open Rate
  • Move the Freeline

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.

Two Language Identifier Examples

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 –

How To Write Great Blog Content – The Pillar Article

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.

How To Create A Language Identifier For Your Market

A Language Identifier is made up of two key ingredients –

  1. An idea that is powerful and relevant to a group of people, enough so that they share it with others after benefiting from it themselves
  2. A short and catchy name you come up with to describe it

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.

Leading By Example

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.

Yaro Starak
Common Language Creator

About Yaro Starak

Yaro Starak is the author of the Blog Profits Blueprint, a report you can download instantly to learn how to make $10,000 a month, from only blogging 2 hours per day. You can find Yaro on Facebook, Twitter and .

Follow Yaro

View Yaro Starak's profile on LinkedIn
Follow us on Instagram


  • Yes, very similar to branding a physical product with a company’s name like say, Colgate or IBM or GM. Good advise.

  • Hey Yarrow.

    What a superb article. It has clarified something for me that I had thought about many times, but couldn’t quite pin-down and give a name to. Your term “Language Identifier” solidifies the idea. In the several industries that I’ve been involved in over the years, the term “jargon” was always used, but this has extremely negative connotations. It’s almost like saying “jibberish” (though perhaps not quite as bad).

    I’m now going to actively think about terms I use and see if any of them might become commonly used terms in our arena of internet marketing and online business.

    Thanks as always for making me THINK!


  • Yaro,

    It’s kind of anti-open source, but when you come up with such terms (at least in American patent/trademark law) you can trademark them. Other companies cannot use registered trademarks as keywords etc. without permission, so the process may further cement your expertise through a language branding.

    Didn’t know you spearheaded the term “pillar article” – I don’t just use the word but adhere to the whole concept/philosophy. Thanks!


  • I can identify with this, one of the great proponents is, of course, Anthony Robbins. Even though it was Bandler and Grinder that came up with the term ‘Neuro Lingustic Programming’ I bet if you ask 100 people who follow the techniques they would mostly associate it with Tony…. Powerful Stuff.. thanks (‘Powerful Stuff’ -copyright- OneLifeNoFear.com…… 😉 )

  • As a linguist I must admit that lg is a powerful tool in every marketer’s or seo master’s hands. Creating a catchy slogan, a brand name to describe your product might be really successful.

  • How do you define the word expert? Remember you said there was no such thing as an expert. To define the word you have to be an expert. You really have to have a definition in order to understand what you are writing about.

    • There is no such thing as an expert means a comprehensive, all-encompassing expert on all things universal but we can say someone is an expert in something, like photography, blogging, PR, Marketing and so on.

      Defining a word does not need an expert but creating a definition does.

  • This is good advice. I’m constantly thinking, “Can I come up with a name for this technique?” And it’s great branding, since the term will always be synonymous with the inventor. Seth Godin is another example.

  • Wow! This is wonderfull article 🙂

  • Something I have noticed is if a person resonates with you and they seem to know what they are talking about, one would consider that person an expert. Even if someone else is REALLY an expert, it sort of depends on moving the masses and swaying a personal perception of each individual. am I making sense here? I guess what I am trying to say is if you get people to believe you or be on your side because they might feel the same, then you would become the “Expert” in the situation. Sort of like a Cult of Personality.
    I hope I’m making sense,

    • Very much so, I respect those who I perceive to be providing a “good message” to me it doesn’t always matter where the message comes from, but that the person saying/repeating the message has the intellect to understand and broadcasts it. Additionally if its inline with my views, the more of a connection i perceive.

  • Yaro,

    As soon as I read this article I thought about Tim Ferriss. He has a chapter in his book I believe, or maybe his blog I cannot remember which, about creating your own category instead of trying to be the best in one that is already established.

    That is why he called what he was doing “Lifestyle Design” He coined the term and was instantly the sole expert and leader of the field.

    It is a brilliant marketing technique to say the least, and I think the plan you outlined here is a great idea for small business owners or bloggers.

    You definitely got me thinking about a new Language Identifier I can use to establish the credibility of my blog.

  • Joy

    Yaro, you seem to “nail” things all the time. I loved this article, particularly because I have coined a phrase in my industry, which is the singing voice training industry. My drilled down my niche and so the phrase I coined is becoming more and more known the drilled down niche.

    One day I may even post it here! After I get my pillar articles properly written, and the eBook and the……

    Ah, the constraints of the freeline.

    Thanks again for all your insights.


    • Joy

      I wish I could edit that last comment (yikes, the sentence structure or lack thereof), especially since I didn’t write the website URL correctly. Next time I’ll read it more thoroughly before I click “Submit.”

      What I meant to say was: “….voice training industry. I’ve drilled down my niche and the phrase is becoming more and more known in that drilled down niche.”


  • Brilliant post, this is how you can stand above the crowd. There are so many blogs nowadays, who write baout blogging, about making money, about enterpreneurship, but to make a difference is the hardest thing to estimate.
    When you can make a phrase or a word yours, a language identifier then you can be the best.
    This was exactly what i was looking for. My blog is quit a big one, but it’s a bit general. To make one phrase mine (i have to think one up in dutch) i can think i can make the next step in blogging. Thanks Yaro!

  • WOW, Yaro!!! This is an awesome concept. It really make sense and give us direction as student bloggers. Thanks for this introduction…

  • Heh… I’m moving up the ranks… now on Google’s second page for “pillar content.”

    Seriously, it’s so much better to invent keywords than to be chasing keywords!

  • This is an awesome and concept. Many people write aboutbloging, online earn etc but this concept is differ from others

  • This is a very good article and I would write more but I’m trying to post a comment and so far I cannot get one posted. I have read the article and agree. I myself do not believe anyone in the world to be an expert at anything. We all are unique and bring our own creativity and ways into the world to share with everyone else. How we do it makes us who are are. That’s my two cents.

  • Language is such a powerful tool, and your post really serves to illuminate another way of using this tool, and to your own benefit too! Coining a catchphrase or marketing slogan is an old tactic, but this method of personal branding is a great new take on the traditional concepts.

  • Well, I’ve always been a believer in whomever calls themselves an expert, are full of it. The title “expert” is not something you should call yourself, that is for others to decide. A real expert is perceived like one by other people, not him/herself.

    Interesting about the Frank Kern stuff. I’ve always liked his stuff, and I’m not sure how he got to where he is, but he must have studied NLP or tons of sales psychology, because he is really thinking big and out of the box.

  • Sounds like a part of an own brand 🙂

  • It’s an interesting thought… The language we use identifies us as part of a group, so maybe if we’re making up the language then that makes us something of a leader of that group. It’s an exciting idea that if you coin a phrase you can gain a bit of fame in certain circles, but this article’s also a reminder that if you want to sound like you know what you’re talking about, you have to keep up to date with how to say what you mean to your audience.

  • Words of powerful, and especially on the Internet. This is copywriting 101, and as a “get altitude” owner, I must say that Eben created many terms other than “Moving the Free Line”.

    It’s true that it’s really powerful.


  • Yaro this sounds like a very good idea, but I think you have to have a decent sized readership or existing authority level for this to really work. If you use this on some new blog, nobody is going to give you any credit. If you can get credit for a common industry phrase, I could see it really catching on and helping your reputation a lot.

  • Great article. I love the idea of creating a language identifier. I recently started a website called http://www.MeetWays.com and am trying to create the same thing. I want people to start saying “Let’s meetways!” when they want to find a halfway point between two addresses. Great post!

    • Good luck with that. Creating a language identifier for such a general topic would be very tough.

  • another gem !
    Thank Yaro

  • I came across this post while looking at your MyBlogLog profile, however I have been reader of your blog for a while on and off.

    But it was the very phrase “Language Identifier” that made click through, so it was definitely a good phrase you came up with there. 😉

    Great informative post, I’ll have to start doing this on my blog.

    Take care,

    Paul Lear

  • Language Identifier, i.e. jargon that obfuscates an issue for self-promotion purposes. Got it–thanks!

  • I have to agree with ‘Metal Briefcase’, if you’re not widely enough known you can very easily lose your phrase.

    I came up with “self-positivity” back in 1999 when all the self esteem domains were taken, nobody was using even the word ‘positivity’ back then. Now it’s being used by water companies (well of positivity), hypnotists (Paul McKenna has ‘positivity.com’) and after I lost the domain to some squatter while I was simultaneously trying to transfer domains and spend as much time with my mum before she passed away, I had to let it drop.
    Even my self-positivity! ezine ended up getting hijacked by spammers and the list host (paid) solved it by locking my access out, so there’s tons of spam still going out against my email address and not a thing I can do about it.

    Guess that one wasn’t meant to be. Maybe next time.

    PS Janet Switzer talks about the same thing, but calls it ‘developing your own technology’. Have you read her stuff?

  • I love this technique because of how simple it is, yet how immensely powerful it can be when executed well.

  • another gem !
    Thank Yaro

  • The new keywords that are likely to surprise old programmers are: const, signed, void and volatile (although void has been around for a while). Eagle eyed readers may have noticed that some implementations of C used to use the keywords entry, asm, and fortran.

  • Seo

    Wow! This is wonderfull article …

  • In the patterns world, we call this a pattern language.

    Christopher Alexander is the father of the pattern language. He created a pattern language to capture and share effective patterns for buildings and architecture. We adopted the practice in software engineering to help share castles in the mind.

  • Good post and interesting ideas.

  • I love this technique because of how simple it is, yet how immensely powerful it can be when executed well.

  • very simple technique and very useful .

    great advice Yaro

  • Thanks for your post,

    Yes, I came up with a special word, that onces actually has been
    on Page Rank NR. 1 on Google Search!!!!!!

    (only for a few minutes)

    Let me explane….,

    I thought, since fans of the Hit tv-series Star Trek, have their own ‘Fan Base’ that are called ‘Trekkies’, I came up with the idea to make up a word for my
    own ‘Fan Base’ of people that read my tiny little ‘The VISION’ eBook.
    And since I also have a ‘Happy Vibe’ syndicated column
    I came up with the word ‘Vision Viber’ as somebody
    that read my eBook and is a fan of reading it.

    So let me ask you, are you already

    a VISION VIBER….? 🙂

    You can find out by buying my tiny little eBook, or by having a look
    at the FREE Preview of it that you can find via my Main Blogspot.

    All the Best,
    To your Happy – Vision Vibing – Inspiration,

  • Eagle eyed readers may have noticed that some implementations of C used to use the keywords entry, asm, and fortran. These are not part of the Standard, and few will mourn them.

  • The most common rule used for identifier in a programming languags is that it is a string of characters and digits and that it should start with a character.

  • I have tried many translation websites and many language identifiers that cannot identify it, but I know it’s real. I’ve found entire websites of it but I don’t know what language it is. Here are some texts in this strange language that I found.

  • seo

    different perspective thank you

  • Great article. I’ve actually used this technique in my line of work, for years. Coincidentally, I was just having a conversation with one of my employees today (yes, I still work for ‘the man’) about coming up with ‘unique references’ that we call our new processes we put in place and constantly refer to them as we speak with each other and to others in the company. So much so that they inherently and subconsciously tie the process to the ‘unique reference’ we use.

    Here are a few examples:

    The ‘Shipping Queue’: The shipping queue is a 20ft countertop that people would simply drop items to be shipped on. Sometimes, the shipping person would have no clue how long something had been sitting there or if it even should be shipped since there was no way to control or manage it.

    Once I came on board, I quickly noticed the problem, so I printed large arrows on yellow sticky labels and placed them along the countertop. Then I placed large yellow bins next to the counter and printed a short 1-2-3-4 step on how to use the ‘Shipping Queue’. Now, every single item to be shipped is placed in a bin(with proper shipping documents) and the shipping person now has a very clear visual of what needs to be shipped that day and can plan accordingly.

    Now, anytime the term ‘Shipping Queue’ is mentioned, everyone in the company knows exactly what that is and it’s a company term across the board.

    Ok, sorry for the longwinded comment. Enjoy.

  • Hi, Yaro,

    I immediately thought of Derek Halpern and his journey doing videos with other blog owners and touting the header box idea.

    Thanks for the great info!

Leave A Comment

Your email address will not be published. Required fields are marked *

Follow Yaro: Email | RSS | Facebook | Twitter | Google+ | LinkedIn | Instagram | YouTube