Module 1 Video 1 Transcript

Well, you gotta think about this in terms of problems. Problems your ideal
customers may have. Big problems, little problems, all types of problems. Why?
Why? Well, think about this for a second. When someone has a problem looming
over their head you don’t really need to try to convert them. It just happens. It
just happens.

So, what’s the key to attracting people who are ready to convert with your blog?
Focus on attracting people with problems. That’s it.

Now how do you do that? How do you focus on attracting people with problems?
Make your blog all about offering solutions. Solutions with your content.
Solutions that … to problems that you know your customers have.

And not only will your ideal customers feel thankful for stumbling on your blog,
they’ll also feel indebted to you. You’ll be the superhero that saved the day and
down the road, when it comes to selling your premium services and products,
people won’t think “Can this guy really help me?” They’ll think “I know he can
help, but is this current product or service he’s selling right for me?”

Now, if you can occupy that position in the eyes of your ideal customer you’re off
to a great start.

But now how do you actually implement this? Instead of writing bucket loads of
content that solve every problem under the sun… all you really gotta do is pick
one problem and then solve it. One problem, one solution and that’s it. That’s it!
But you don’t want to solve the problem with just any solution. You want to solve
it with what I call a “Superpower Solution.” Alright? Check it!

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 What’s a Superpower Solution? It’s something that’s completely unique to you,
your blog, and your business. It can be a simple technique, a strategy, a software
download, a worksheet, or anything like that.

Now to really just nail this home let me share an example from Social Triggers.
Last year when I launched Social Triggers I was jumping into one of the most
competitive blog spaces: blogs about marketing, and online marketing
specifically. I mean, there’s a million blogs about marketing, right? Right.

So to stand out… instead of pumping out as much content as possible to help

Here’s what happened: I knew that bloggers had a problem. They had blogs that
weren’t converting as well as they would like. You know, they weren’t converting
traffic into emails as well as they would’ve liked. That’s when I started talking
about the Feature Box.

Now, if you’re unfamiliar with the Feature Box the Feature Box is that big box at
the top of SocialTriggers.com with the big brain in it. You know? That asks people
to subscribe to the Social Triggers mailing list. Now this is great for building an
email list – because it converts.

I mean, it’s huge! You can’t miss it! By the way if you’re not using a Feature Box I
highly recommend it. Now, I then went on a mission to teach every single person
who wanted to build an email list with their blog about my Superpower Solution:
the Feature Box.

How did I do that? Well, do you remember those conversion site review videos
that I did last year? I did them with everyone. I did ‘em with Chris Brogan, Pat
Flynn, David Risley, Corbett Bar… I did loads of other popular bloggers too.

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 Alright. Now in addition to sharing conversion advice, in each video I
strategically talked about the Feature Box. It ain’t no joke.

In every single video I talked about the Feature Box as one of the best methods
for converting readers into subscribers. And I beat the idea of the Feature Box
into the ground to the point where I was sick of talkin’ about it. I was sick of it. I
was sick of it.

But as long as I kept stumbling on blogs that didn’t use it I kept talking about it.
And I still talk about it to this day. I mean I’m talkin’ about it right now!

Now, you may think “Won’t people get sick of hearing me mention the same
things?” Well the trick is to always tell people who do not yet know about your
solution that your solution works. Remember what’s old to you is new to
someone else. And then if someone’s already using your Feature Box and they’re
hearing you say it again? You’re actually confirming that they made the right
decision.

Now back to the new users. The new users are going to want to use it because
you’re giving them a free solution. It’s free. They should want it. Especially if
they’ve got the problem you set out to solve with your Superpower Solution.

But now what if you’re outside of the internet marketing space? Can you come up
with a Superpower Solution there too? Well, absolutely! Absolutely! Of course
you can.

And to really nail that one home let me tell you about another example of a
Superpower Solution that took off like wildfire outside of the marketing space.

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 There’s a blogger named Merlin Mann and he runs a blog called 43Folders.com. I
think it was about 5 years ago he created something that he coined as “Inbox
Zero”, which quite simply was a system for curing email overload. Well it took off!

He did a talk about it at Google and that video has something like over 100,000
views on YouTube. And if you actually Google “Inbox Zero” there’s something like
190,000 mentions of it. 190,000!

Even though I don’t know Merlin Mann personally I’m sure you can see how
that’s an example of a Superpower Solution. He writes about productivity and he
speaks about productivity. What better way to build his brand other than coining
a simple technique for eliminating the #1 cause of unproductiveness: an
overloaded email inbox.

Now what’s great is it’s just one idea. It’s just one method. It’s just one solution.
And to this day, years later, people still talk about it. I mean, here I am I’m still
talking about it. I still use Inbox Zero to empty my email Inbox. So again,
remember, it’s not about creating as much content as possible. It’s about coming
up with one simple Superpower Solution and making sure everyone in the world
knows about it.

And look, there are some huge HUGE benefits to having a Superpower Solution.
And I want to go through each of them with you right now.

Superpower Solutions make your content proprietary. When you give away free
solutions people realize it’s free. To be quite honest people don’t respect free. But
when you come up with a Superpower Solution, something that you name, it’s no
longer just plain free material. It becomes a proprietary strategy that’s unique to
you, your blog and your business.

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 And what happens? Well, people begin to respect it more, first. You’re not just
doling out as many tips as you can find with the hopes of just one of them
sticking. You’re picking just one solution. Just one tip. Staking your reputation on
it. And making sure everyone knows about it. That’s huge.

The second benefit is that Superpower Solutions are what I call “Reference Bait.”

What do I mean by Reference Bait? Well, I’ll explain. The best way to grow your
blog so that it attracts leads and sales is to get people talking about you
everywhere. Everywhere! You want them citing you in blog posts, you want them
talking about you in private meetings, you want people just thinking about you
every chance they get. Now here’s the good news about this. You can engineer
that with a Superpower Solution. You can make people think about you with a
Superpower Solution.

How? I’ll explain.

When you get people to talk about… well, when you want people to talk about you
you’ve got three problems: People have got to know that you exist. They need to
remember that you exist. And number three, people need to feel compelled to talk
about you.

Well, a Superpower Solution actually cures all three of those problems. All three
of ‘em. A Superpower Solution helps you get your name out there because you’re
solving a specific problem that people have. Remember, people want solutions to
their problems.

A Superpower Solution helps people remember you because it’s concrete. It’s
specific. It’s not just some step by step fix someone found on some blog they can’t
remember. It’s a specific technique they found on your blog.

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 A Superpower Solution is essentially a mnemonic device for you, your blog, and
your business. And finally, people feel compelled to talk about your Superpower
Solution. Because, one it’s easy, and two they want to help their readers, friends,
and colleagues. Why wouldn’t they want to talk about it?

Now to show you how this works in real time I want you to stop this video and
Google “Derek Halpern Feature Box.” The Feature Box was my Superpower
Solution. And just look at the blogs that say something like “Derek Halpern
convinced me to try out the Feature Box.” Now, I can’t tell you how many times
I’ve also received personal emails from people saying something like “Dude!
Someone just brought you up at our Mastermind! They were talking about your
Feature Box!”

That’s the power of the Superpower Solutions. You know? And just imagine what
that does for blog growth! Just imagine for a second. It’s pretty good to say the
least!

Now finally, Superpower Solutions also build credibility. The biggest problem
most new and experienced bloggers face is credibility. With more than 160
million blogs out there people always want to make sure what they’re reading is
credible.

Well, when you’ve got a Superpower Solution, a Superpower Solution like the
Feature Box or Inbox Zero, that people can reference and talk about, you don’t
really need to build credibility. You just start off with it. That’s awesome!

And it’s easy to convert people when they believe you’re credible, because you’ve
got the credibility, people are talking about you – of course they’re going to
convert!

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 Now, let’s take this to you. You know you need to create content that attracts
potential customers - not industry professionals. You also know that you don’t
need to create a ton of content. What you need is to work on just one Superpower
Solution.

So… the question is how do you come up with a Superpower Solution that you’d
like to become known for in your marketplace or your industry?

For that, let’s take it to the worksheet that accompanies this video. It’s designed
to help you figure out the exact solution that you could become known for, how
you could come up with the idea for your Superpower Solution, and what you
need to do to create your Superpower Solution. So on that note, this concludes
the first video for Blog that Converts.

Make sure you work on the worksheet below. When you’re done working on the
worksheet, that’s when you proceed to Video Two. Alright? So I’ll see you in
Video Two.

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