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BLOG GROWTH
BLUEPRINT 2

BONUSES
TRANSCRIPTION
BONUSES TRANSCRIPTION BLOG GROWTH BLUEPRINT 2

T RA NSCRIPT ION www.getwsodo.com

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Bonuses Blog Growth Blueprint 2

Hey, what’s up everybody? It’s Brian Dean, founder of Backlinko and creator of SEO That Works. Welcome
to Blog Growth Blueprint, Module 2. Let’s just jump right in.

So, quick recap of what we covered in the first video. So you’ve already started The Focus Formula and
you’re ready to start handing out content on your Niche Expertise that you chose in Video #1 using The
Focus Formula. Nice job. You’re awesome, but really work has just begun because it’s time to write content
that establishes YOU as a trusted expert in your industry, which is one of the purposes of having a blog.
Traffic’s nice, email subscribers are nice, but one of the most important things to get out of a blog, one of
the best ways to get that traffic and subscribers is to position yourself as a trusted expert.

So how do you do that, though? Well, you use something I like to call The Trademark Technique. You’re
probably wondering, “Brian what is The Trademark Technique?” Well, you probably already know that if
you want to grow your blog, you want to give your audience solutions to their problems. So this may sound
simple, but you’d be surprised how many bloggers are focused on list post and things like that and ignoring
the fundamental thing or purpose of a blog, which is to solve problems. It’s not to create link [inaudible] and
things like that. It’s to solve people’s problems.

You don’t want to just give them any solutions. You want to give them solutions that they can only find on
your blog. This is critical. I can’t emphasize this enough. Your solutions need to be proprietary. They need
to be you. You need to own the solutions that you write about.

For example, everybody knows that if you want to lose weight you need to eat more vegetables probably.
That’s usually one of the best ways to start losing weight. Well, actually, that’s true, but if you include “eat
more vegetables” as part of a list post, like “15 Ways to Lose Weight”, that’s not going to position you as an
expert. Not even close. (Even though this is the approach that most bloggers tend to take).

The solution to this problem of how do you provide solutions that are yours and people associate with you,

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is The Trademark Technique. This is where you publish content around your Niche Expertise that you
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found in the last video within content that provides a solution that’s unique to you and your blog.

Example: Guestographics. Now, I noticed back in the day – not so long actually

– that a lot of people at SEO didn’t know how to get links from guestographics. They were creating them.
They didn’t know how to get the word out. They didn’t know how to promote them. So I shared a unique
twist, branded it as “Guestographics” and I was all set.

Now I get emails from people saying “I tried Guestographics and it worked great.” This is the same thing
with other strategies at Backlinko, like The Skyscraper Technique, The Moving Man Method, the Social
Squeeze Page, The Content Upgrade, these are all proprietary strategies that I developed and most
importantly trademarked. (Not really trademarked like get a lawyer, but trademark in the sense I gave them
a name and I own them in people’s mind).

Let’s break this whole thing down step-by-step to show you how you can start with The Trademark
Technique.

Step #1: Find 1 Big Problem Your Audience Has

Find ONE big problem that people have around the topic of your Niche Expertise. (Now, you may have
already found a few of these in Module 1 of Blog Growth Blueprint as you’re developing your Niche
Expertise), so if you have, great. Now, if you haven’t, you can look at places like forums and message board,
blog comments. Here’s a blog comment that someone – people leave blog comments on your blog or on
other popular blogs in your space and usually, it’s when they can’t find an answer to a problem. They’ve
looked, they’re even reading an article about it and they’re frustrated because they think, “Ah, I cannot find
the answer,” so they leave it in a blog comment and this is an awesome way to determine a problem that’s
within your niche expertise.

You can also use the good old Google keyword planner. Nothing wrong with that. Just put a keyword into
there and see what comes up and that usually represents a demand or some sort of problem that people are
having.

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Step #2: Develop a Unique Solution www.getwsodo.com

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…for that problem. So as Derek Halpern puts it, who I mentioned in the first module, that first solution, “You
don’t need unique ingredients, only a unique recipe.” So you don’t need unique ingredients, only a unique
recipe. So I’m paraphrasing. I’m not exactly sure – that may not be exactly how he said it, but you get the
idea. You don’t need to come up with something completely new, you just need a unique recipe.

Example: Guestographics. So as we said, as I mentioned earlier, guestographic is one of the strategies that
I developed using THE TRADEMARK TECHNIQUE. When I developed guestographics, people had already
been creating infographics for years. This was nothing new. I had also been guest posting for even more
years. Guestographics simply combine these two strategies into unique recipe and boom, I was done.

Step #3: “Trademark” Your Solution

This is HUGE because remember if you want to be seen as an expert, you need to be the guy (or gal) that
develops a unique, proprietary solutions and unless you name that solution, no one’s going to associate you
with that solution.

So it’s worth taking the time to develop a name that people can remember that describes what the solution
that you develop. So here’s some terms that you want to consider using:

Technique

System

Method

Formula

You can use any of those four that you think makes sense for your Trademark Technique solution. You
don’t have to use these words. I just find that they sound really cool and they tend to be memorable, so I like
to use those. But you can use things – like Guestographics, something that I just totally made up – has none
of these, but I also use them for things like The Skyscraper Technique and The Moving Man Method.

Example: The Briefcase Technique. Here’s an example, The Briefcase Technique. Ramit Sethi basically

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created this system, a unique recipe, definitely not unique ingredients, to help you get the most out of
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meetings that you attend.

He called the strategy “The Briefcase Technique”, which established him as an expert. The Briefcase
Technique is super simple. It’s basically, you go to a meeting, you come super prepared and you bring a
briefcase full of documents. During a meeting you bust it out of your briefcase. You bring these documents
and makes you look really prepared. Nothing really groundbreaking, but because he called it the Briefcase
Technique it’s helped establish him as an expert with his blog.

Now, it’s time for you to develop your very first Trademark Technique, so download the worksheet below
this video to get started.