丹·亨利：企业家用于打造庞大盈利品牌的营销策略 | 市场营销 | E378

他们原本打算直接将他从DC宇宙中删除，但当引入了氪石这个概念后，赋予了他一个缺陷，使他变得更容易引起共鸣。

They were gonna, like, just release him from the DC universe, and then when they introduced the concept of kryptonite, it gave him a flaw, so it makes him relatable.

那么，为什么这三件事如此重要呢？

Now why are these three things so important?

这是因为，坚持某种立场能为人们提供一个团结的焦点。

Well, they're important because standing for something gives people something to rally around.

反对某种事物能让你迅速赢得好感，因为敌人的敌人就是朋友。

Standing against something makes them like you very quickly because the enemy of my enemy is my friend.

所以，当你发现他们不喜欢的东西——无论是一个人、一个概念、一个组织等等——你越说：

So when you find something they don't like, it could be a person, a concept, an organization, etcetera, the more you say, hey.

这就是为什么他们是敌人。

This is why they're the enemy.

他们就会与你站在同一阵线。

They align with you.

而缺陷则让你更接地气，更有人性。

And then the flaw makes you relatable, makes you human.

因此，你所有的内容都必须强化这个品牌三要素。

And so all your content simply has to reinforce this brand triad.

这里有一个大多数人不明白的疯狂之处，关于个人品牌。

And here's the crazy part that most people don't get about personal branding.

大多数人认为你需要分享价值。

Most people think you need to share value.

这是最糟糕的想法。

That's the worst idea.

一个只分享教程、如何做和价值的品牌，是不会建立起你的品牌的。

Having a brand where all you do is share tutorials and how to and value is not gonna build your brand.

你并不是通过仅仅分享价值来建立个人品牌的。

You do not build a personal brand by just sharing value.

你是通过分享价值观来建立的。

You do it by sharing values.

明白吗？

Okay?

价值观让人们与你产生共鸣。

Values are what make people align with you.

我来给你一个完美的例子。

So I'll give you a perfect example.

我相信你熟悉亚历克斯和莱拉·霍尔莫齐。

I'm sure you're familiar with Alex and Layla Hormozi.

对吧？

Right?

当然。

Of course.

是的。

Yeah.

他们是快速建立个人品牌的绝佳例子。

They're a perfect example of rapidly building personal brands.

顺便说一下，他们的品牌是不同的。

And their brands are different, by the way.

所以，如果我要说，嘿。

And so if I were to say, hey.

这就是你建立品牌的方法。

Here's how you build a brand.

我会说这非常简单。

I would say it's very simple.

你写下一份你的核心价值观清单，然后为每个价值观创造一句口号，要简洁易记，让人能引用你的话。

You write down a list of your core values, and then you take every value and you make a slogan out of it, something that is repeatable, something that people can quote you on.

然后你不断讲述大量故事、类比和隐喻来支持这些核心价值观，并以一句口号收尾。

And then you just tell tons of stories, analogies, and metaphors to support that core value and you end it with a slogan.

例如，亚历克斯·霍尔莫齐不断谈论‘做枯燥的工作’，他围绕这一点有无数个故事可以讲。

For instance, Alex Harmozi constantly talks about do the boring work, and he has a million stories he can tell around that.

莱拉·霍尔莫齐说：‘别管你的感受，按计划行事。’

Layla Harmozi says, f your feelings, follow the plan.

你可以在她的Instagram上看到，这周就出现了至少十次，她还讲了多个支持这句话的故事。

You can see that on her Instagram, like, 10 times just this week, and she tells multiple stories that support that.

所以我发现了这一点，这在营销中也同样有效。

So I discovered this, and this works in marketing as well.

它在销售中也有效。

It works in sales.

我读到一个关于杰瑞·赛恩菲尔德的故事，他靠当喜剧演员赚了近十亿美元。

I read a story about Jerry Seinfeld, who's nearly a billionaire from being a comedian.

杰瑞·赛恩菲尔德的做法是建立一个笑话库。

And what Jerry Seinfeld would do is he'd make a joke bank.

每天，他都会观察生活中的某些事物，然后据此写出一个笑话。

So every day, he'd observe something in life, and he'd basically write a joke out of it.

然后他会把笑话写进他的小笑话库中。

And then he'd write it down in his little joke bank.

每当他需要为《宋飞正传》的数百集之一创作内容，或在采访中、舞台上逗人发笑时，他都不会当场写笑话。

Now whenever he needed to make one of the hundreds of episodes Seinfeld or he needed to be funny on an interview or he needed to be funny on stage, he did not write a joke at that moment.

他只是从他的笑话库中拿出来使用。

He just pulled it out of his joke bank.

这就是为什么他总是那么幽默，很多喜剧演员都这么做。

And that was why he was always funny all the time, and a lot of comedians do this.

所以，如果你有一份五到十个价值观的清单，有一些朗朗上口的标语，你只需要观察生活，然后说：嘿。

So if you have just a list of five to 10 values, you have a little slogans that are quotable, all you need to do is look at your life and go, hey.

这是个人故事。

Here's the personal stories.

这是隐喻。

Here's the metaphors.

这是我可以用来不断强化这些核心价值观或标语的例子。

Here's the examples I can say to continuously reinforce these core values or slogans.

这就是你如何反向推导它，因为人们会开始引用你的话。

And this is how you reverse engineer it because people are gonna start quoting you.

品牌就是别人对你的评价。

A brand is what people say about you.

当你能设计别人对你的评价时，你就能推动增长。

And when you can engineer what people say about you, you can engineer growth.

所以你只需要这么做，但要把它对齐并指向北极星。

And so all you have to do is do that, but align it and point it at the north star.

北极星是：我们是在销售什么东西吗？

The north star is, okay, are we selling something?

我们是想上台演讲吗？

Are we trying to get speaking on stage?

也就是说，我们到底在做什么？

Like, what are we doing?

一旦你弄清楚了这一点，就去建立你的品牌库吧，因为想想看。

Once you figure that out and you just build your brand bank because, I mean, think about this.

一个基于核心价值的口号，如果你有十个不同的故事来支持它，然后把每个故事发布在Instagram、Facebook、YouTube上。

One slogan based on a core value, if you have 10 different stories to support that and then you put each of those stories on Instagram, Facebook, YouTube.

也就是说，一个你作为人类所秉持的价值观，就能衍生出数百个内容素材，这就是个人品牌的做法。

Like, this is hundreds of pieces of content off one value that you hold as a human being, and that's how you do personal branding.

太棒了。

It's so good.

这建议太棒了。

It's such great advice.

我从未听过这种说法，但真的很有道理。

I've never heard it framed in this way, and it's so true.

品牌建设全在于一致性，不断重复同样的内容。

Branding is all about consistency, repeating the same things over and over.

即使你觉得你重复了，其实并没有，因为不断有新人来到你的页面。

Even if you think like you're being repetitive, you're not because new people are coming to your page all the time.

这也是算法的工作原理。

Also, it's how the algorithm works.

你必须通过反复使用相同的关键词来训练算法，让它们知道该把你的内容推送给谁，因为你一直在谈论同样的事情。

You've got to train the algorithm on using the same keywords over and over again so they know who to point your content to because you're talking about the same things over and over again.

那么，你经常重复什么呢？

So what do you repeat often?

我知道你有一个叫‘直白真相’的东西。

I know you have something called, like, blunt truths.

你一直都在强调直率的真相之类的东西。

You're all about having blunt truths and things like that.

人生很长。

Life is long.

对吧？

Right?

我们的寿命很长。

We have long lives.

比如三十、四十、五十、六十年。

Like, thirty, forty, fifty, sixty years.

在这段漫长的时间里，会发生很多事情。

A lot can happen in that length of time.

所以，我目前在品牌中所做的一切，因为关键是这样。

And so whatever I'm doing at the moment in my brand because here's the thing.

你的个人品牌会根据你的目标略有变化。

Your personal brand can shift a little bit depending on your goals.

我最喜欢的一个个人品牌是科迪·桑切斯，因为她传达的信息非常简单：购买无聊的生意。

One of my favorite personal brands is Cody Sanchez because she has such a simple message, buy boring businesses.

对吧？

Right?

简直太棒了。

Like, guess, so good.

你知道吗？

You know?

所以对我来说，我总是说，好吧。

And so for me, I always say, okay.

我现在在生活中想做什么？

What am I trying to do in my life right now?

我现在在事业上想做什么？

What am I trying to do in my business right now?

我该如何让我的品牌朝着这个目标前进？

And how can I point my brand towards that goal?

过去两年里，我一直在销售一种高端销售培训，教人们如何推销，如何进行我之前提到的那场45分钟的演讲。

So for the past two years, I was selling a high end sales training that taught people how to pitch, how to do that forty five minute talk I was talking about.

对吧？

Right?

所以我经常会举个例子。

And so I would give an example.

我会说类似这样的话：愿意付费的人才会留意，而留意的人愿意付更多钱。

I would say something like, people that pay, pay attention, and people that pay attention pay more.

我说这句话是因为我真心相信，免费内容固然很好，但我更倾向于提供付费内容。

And this is something I say because I truly believe that giving away free content is great, but I like offering paid content.

因为当人们付费时，他们会更认真地关注。

Because when people pay, they pay attention.

对吧？

Right?

所以这里举个例子，当我接受采访的时候，我会这么说——现在就是这种情况，虽然这有点元认知，因为我正在解释我自己的话。

So here's an example of something I would say when I'm on on a interview, like, right now, even though this is a bit meta because I'm explaining what I'm saying.

嗯。

Yeah.

但我可能会用一个比喻。

But I might use an analogy.

对吧？

Right?

所以我会说，好吧。

So I'll say, okay.

这是为什么你应该为网络研讨会收费而不是免费提供的原因。

Here's why you should charge for a webinar rather than give it away for free.

这就是为什么你应该做付费演讲而不是免费演讲的原因。

This is why you should do a paid presentation rather than a free presentation.

你看过多少次电影预告片，看到你不感兴趣的内容，然后就想：我不去看那部电影了？

How many times have you watched a movie trailer, you saw something you didn't like, and you just were like, I'm not gonna go see that movie?

可能上百万次了。

Probably a million times.

对吧？

Right?

嗯。

Mhmm.

但你有多少次花了钱去看电影，坐下后买了爆米花和饮料，结果在开头几分钟就发现不喜欢，然后站起来离开影院？

But how many times have you gone to see a movie, you paid your money, you sat down, you got your popcorn, you got your drink, and you saw something in the first couple of minutes you didn't like, and then you got up and left the theater?

从来没有。

Never.

从来没有。

Never.

对吧？

Right?

为什么？

Why?

是啊。

Yeah.

从来没有。

Never.

因为你就

Because you

付过钱了。

Paid.

对。

Yeah.

已经做过了。

Already done.

对吧？

Right?

嗯。

Mhmm.

这就是关键。

So that's the thing.

当你做演讲时，如果你直接收费，就能确保接近100%的观看率或出席率。

When you have a presentation, if you simply charge for it, you ensure nearly a 100% view rate or show rate.

而这些观众会更加专注。

And now those people are gonna pay way more attention.

所以这只是一个非常简单的做法。

So this is just a very simple thing.

因为我们所做的其中一件事，就是销售如何进行这些演讲的产品和服务。

Because one of the things that we do is we sell products and services on how to do these talks.

当你以极低的价格销售产品时，可以做免费演讲。

And when you sell something minimal price, you can do the free talks.

但当你销售价格高昂的产品，或者想在没有销售团队的情况下推广时，我坚信付费演讲才是正确的途径。

But when you sell something very expensive or you wanna sell it without a sales team, I truly believe that a paid talk or a paid presentation is the way to go.

所以我可能会只用这一个方法，而我大概有二十个类似的方法在使用。

So I might just use that one thing, and I have probably 20 of those that I use.

当我这么做时，在十二月，我做了一场付费演讲，里面充满了各种类比、隐喻和标语。

And when I did that, in December, I did a paid presentation, and I just had all these analogies, all these metaphors, all these slogans.

在三天的时间里，我们没有销售团队，仅靠对着摄像头讲解就实现了80万美元的销售额。

And in the course of three days, we did $800,000 in sales with no sales team just yakking on a camera.

明白吗？

Okay?

因为言辞至关重要。

Because words matter.

你表达的方式——吉姆·罗恩，他是托尼·罗宾斯的导师，曾说过：如果你有好的话要说，就反复说，你就会成功。

The way you shift your words Jim Rohn, who is Tony Robbins' mentor, he said if you have something good to say, say it often, and you'll be successful.

所以大多数人认为：哦，我得说一大堆东西。

And so most people think, oh, I gotta say all this.

我得不断创造新的内容。

I gotta come up with new content all the time.

不。

No.

你应该用不同的方式反复说同样的内容。

You should say the same thing over and over again in different ways.

这就是打造品牌的方式。

That's how you build a brand.

如果你能确定那几件关键事情，打造品牌和发布这些内容就会变得容易得多。

And if you can just decide on what those few things are, building a brand and posting all this content becomes way more attainable.

这会变得简单得多。

It becomes way easier.

而且，这些反复分享的小标语、价值观，正是推动品牌建设变得更容易的小小加速器。

And, again, these little slogans, these values that you're gonna share over and over again, these are the little velocity vehicles that allow it to be much easier to build brand.

所以，跟我们谈谈你是如何将你实际销售的产品与你说的话联系起来的。

So talk to us about how you connect what you actually sell with the words that you say.

你究竟是如何引导人们进入销售漏斗的？

How do you actually bring people down the funnel?

你的销售漏斗到底是什么样子的？

Like, what does your funnel actually look like?

好的。

Okay.

现在我们进入了一些非常具体的互联网营销极客内容。

So now we're getting into the real specific Internet marketing nerdy stuff.

我会尽量用简单易懂的方式解释，不只是给营销人员看。

So I'll try to explain this so anybody can understand it, not just the marketers.

想象一下，有人在Instagram上观看了你的内容。

Imagine that somebody watches you on Instagram.

明白吗？

Okay?

他们喜欢你的内容。

And they like your content.

我来举个例子，我发过一个Reel视频，仅凭这一个视频就获得了2200个邮件线索。

I'll give you an example of one Reel I posted that got 2,200 email leads from one Reel.

它获得了多少观看量我也不太记得了。

It got I don't know how many views it got.

但它获得了大量的观看量。

It got a lot of views.

我觉得大概是六十多万次观看。

Like, I think it was, like, 600 and something thousand views.

我们从这个视频卖出了大量产品，下面是我做的。

We did a ton of sales from it, and here's what I did.

我一开始讲了一个叫本·费尔德曼的人的故事，他用一个简单的比喻，卖出了比历史上任何人都多的人寿保险。

I started out, and I simply told a story of a man named Ben Feldman who used a single analogy to sell more life insurance than any person in history.

这个人会乘着电梯上上下下，对人们说：嘿。

What this guy would do is he would ride up and down the elevators, and he would simply say to people, hey.

如果你的地下室里有一台印钞机，你会给它买保险吗？

If you had a money printing machine in your basement, would you insure it?

他们会说：会啊。

And they would go, yeah.

然后他会说：那你难道不是你家里的印钞机吗？

And then he'd go, well, aren't you that money printing machine for your family?

他们会说：哇。

And they go, wow.

嗯。

Yeah.

然后他们就会购买人寿保险。

And then they would buy life insurance.

我 literally 会说，这个家伙来自俄亥俄州的一个小办公室，他仅仅用了这个一个类比，就成为了有史以来最成功的人寿保险销售员。

And I literally would say this guy, like, worked out of a small Ohio office, and he just used this one analogy, and it built him into the most successful life insurance salesman of all time.

这被称为一致类比。

This is called an agreement analogy.

如果你懂得如何运用这些类比，就能大幅提升你的销售业绩。

And if you know how to use these, you can massively improve your sales.

所以我在现实中会这么说。

So I say that in the real.

对吧？

Right?

然后我会说，看。

Then I say, look.

我有一份五个认同类比的清单，你可以用在你的业务中。

I've got a list of five agreement analogies that you can use for your business.

评论‘类比’这个词，我会发给你。

Comment the word analogy, and I'll send it over.

当他们评论这个词时，我会用ManyChat这个聊天机器人自动给他们发消息，说：嘿。

Now what happens is when they comment that word, a little chatbot, I use ManyChat, just sends them a message and says, hey.

你叫什么名字？邮箱是多少？

What's your name and email?

获取他们的名字和邮箱。

Gets the name and email.

搞定。

Boom.

他们就被添加到我的邮件列表中。

They're added to my email list.

然后系统会发送一份免费指南给他们。

Then it sends them the free guide.

在指南中，有一个链接可以跳转到我的演讲。

In the guide, there's a link to go to my talk.

在我的邮件中，也有链接可以跳转到我的演讲。

In my emails, there's links to go to my talk.

明白吗？

Okay?

所有内容最终都会引导回我的演讲。

It all goes back to the talk.

当他们观看演讲后，就会购买我们的全程托管网络研讨会服务、我的大师班，或者我当前正在销售的任何产品。

And then when they watch the talk, they buy our done for you webinar service or our mastermind or whatever it is I happen to be selling.

你知道，这些年来我显然销售过不同的东西，但我从未改变过这个结构。

You know, I've obviously sold different things over the years, but what I have not changed is the structure.

所有内容都能吸引到正确的人群。

Everything gets attention for the right people.

因为你可以这样想。

Because think about it this way.

如果我销售的服务是让我的团队为你撰写演讲或网络研讨会，那么如果一个人根本不关心用类比来销售东西，他们又为什么会关心这个呢？

If I'm selling a service where my team writes you a talk or a webinar, well, why would someone care about that if they didn't care about using analogies to sell things?

所以你看到这些事情是如何关联的了吗？

So you see how those things are related?

嗯。

Mhmm.

不同的连接。

Different connect.

是的。

Yeah.

好的。

Okay.

所以，如果你通过电话销售、在舞台上销售、在社交媒体上销售，或者销售任何不是以高价卖冰淇淋的东西，你都可以用这些演讲来卖出更多你的产品。

So if you sell over the phone, if you sell through stage, if you sell on social, if you sell really anything that's not ice cream at premium price, well, you can use one of these talks to sell more of your stuff.

因此，需要对齐的问题是：有人会关心吗？

So what has to be aligned is would someone care?

有人会关心这个吗？

Would someone care about this?

谁会买我的产品？

Who would buy my product?

所以你只需要说，好吧。

So all you gotta do is basically say, okay.

谁会买我的产品？

Who buys my product?

这个人会关心这条内容吗？

Would this person care about this piece of content?

是或否？

Yes or no?

我们不会把它复杂化到这个程度以上。

We don't overcomplicate it more than that.

如果答案是否定的，他们不会关心，那你就不要做这个内容了。

And if the answer is no, they would not care, then you don't do the content.

如果答案是肯定的，他们会关心，那你就去做这个内容。

If the answer is yes, they would care, then you do do the content.

明白吗？

Okay?

但重要的是要意识到内容有三种类型。

But it is important to realize that there are three types of content.

有增长型内容、培育型内容和转化型内容。

There's growth content, there's nurture content, and there's conversion content.

增长型内容的目的是吸引新粉丝。

The growth content is meant to get new followers.

培育型内容的目的是向这些粉丝展示你能帮助他们，而转化型内容则是让他们采取行动，比如留下你的邮箱等。

The nurture content is meant to show those followers that you can help them, and the conversion content is meant to get them to do something, like give them your email, etcetera.

这些类型的内容可以在同一篇内容中重叠。

And these things can overlap in one piece of content.

但增长型内容通常会更宽泛一些。

But the growth content will tend to be a bit wider.

培育内容往往会更多地分享价值观，因为你要建立品牌，首先要吸引注意力，然后让那些暂时被你吸引的人在乎你、对你着迷，并与你产生共鸣。

The nurture content will tend to share values more because, again, you build a brand by getting attention and then making the people that you temporarily got their attention care and become fascinated with you and align with you.

然后就是转化了，好吧。

And then the conversion is, okay.

既然你现在信任我了，那就来做这件事吧，加入我的邮件列表等等。

Well, now that you're trust me, here, do this thing, get on my email list, etcetera.

这样理解清楚了吗？

Does that make sense?

嗯。

Yeah.

完全明白。

Totally makes sense.

你说过，你最想做的一件事就是观看你的演讲。

And is one of the ultimate things you wanna do, you said, to watch your talk.

所以你现在所有的网络研讨会都是预先录制的吗？还是你更喜欢做直播网络研讨会？

So are all your webinars prerecorded at this point, or do you like to do live webinars?

如果我推出一个新产品，我会先直播一段时间。

If I'm doing a new offer, I do it live for a period of time.

一旦我知道它有效，我就会把它设为录播。

Once I know that it works, then I'll put it just on a recording.

你看，这算策略的一部分吗？

And look, there's no oh, is that part of the strategy?

不算。

No.

我只是懒，不想那么辛苦地工作。

I'm just lazy, and I don't wanna work that hard.

我的第一次自动化演讲或自动化网络研讨会就赚了1000万美元，我已经习惯了这种模式。

I mean, I made 10,000,000 with my first automated talk or automated webinar, and I got used to that.

对吧？

Right?

所以现在我就想，我不想每次都得直播。

And so now I'm just like, I don't wanna have to do it live all the time.

所以我把它打磨得非常好，然后设为自动化。

So I just get it really good, and then I put it on automated.

它永远不会像直播那样转化得那么好，但关键是。

And it will never convert quite as good as live, but here's the thing.

你不可能一直直播。

You're not gonna do it live constantly.

所以如果你放宽视角，通常情况下，做自动化会赚更多钱，因为你如果一直直播，迟早会精疲力尽，除非你特别年轻，只想赚钱，而且未婚无子。

So if you zoom out, you're gonna make more money usually doing it automated because you're just you're gonna get burned out if you constantly do it live, unless you're just super young and you just all you wanna do is make money and you're unmarried and you don't have any kids.

你知道的？

You know?

但对我来说，我喜欢把它自动化。

But for me, I like to automate it.

我即将在几周后推出一个关于个人品牌的新演讲，但我已经在一个活动中讲过这个话题了，当时他们邀请我去巴厘岛谈个人品牌。

Now I'm doing a new presentation on personal branding coming up in a couple weeks, but I already did that talk at an event in Bali where they asked me to come speak on personal branding.

这是一个非常适合初学者的演讲。

Very beginner friendly talk.

我在台上做了推介。

I pitched from stage.

我们在印度尼西亚实现了六位数的销售额，这相当不错。

We did 6 figures in sales in Indonesia, which is pretty good.

是的。

Yeah.

所以现在我觉得，好吧。

So now I'm like, okay.

这是一个很棒的方案。

So this is a great offer.

我好久没推出过这么入门级的方案了。

And I haven't had a more beginner offer in a while.

我们通常卖的是高端产品，所以现在我很兴奋能推出一个更入门级的个人品牌方案。

We sell a bit more high end, and so I'm excited now to have a new offer on personal branding that is more beginner.

它将帮助更多人。

It's gonna help more people.

这个我会至少直播几个月。

That one I'll be doing live for at least a couple months.

我对网络研讨会着迷。

I'm obsessed with webinars.

顺便说一下，我认为看这个节目的人大多是真正会听节目的企业家。

By the way, I think a lot of people who tune into this show it's mostly entrepreneurs who actually listen to the show.

所以我觉得大家都会喜欢我们聊的这些特别硬核的内容。

So I think everyone's gonna, like, dig all this really nerdy stuff that we're talking about.

你可能不知道这一点。

You probably don't know this.

我是领英上的大V。

I'm a big influencer on LinkedIn.

我就是在那里起步的。

That's where I really got my start.

我在领英上做大V已经七年了，是这个平台上最受欢迎的人之一。

I've been an influencer on LinkedIn for, like, seven years and, like, one of the most popular people on that platform.

所以我推出了一门LinkedIn大师课。

So I launched a LinkedIn masterclass.

而我销售这门课的方式是通过网络研讨会。

And the way that I sell that is through webinars.

所以我多年来一直在做这件事，后来稍微暂停了一下销售。

So I was doing this for like multiple years and I took a little pause on selling.

我有点厌倦了，于是休息了一段时间。

I got kind of bored of it and I took a little pause.

现在我打算通过网络研讨会销售价格较低的社交媒体服务，正在为推出这项服务做准备。

I'm now going to be selling lower ticket social media services for LinkedIn on webinars, and I'm gearing up to launch this.

以前我卖的是非常昂贵的服务，普通人根本负担不起，比如每月1万美元来运营你的LinkedIn，通常只有来我播客的人才能负担得起这种高价服务。

Previously, I was selling very high ticket that nobody could afford, like 10 k a month to run your LinkedIn, and it's usually people who come on my podcast that can afford that kind of high ticket service.

现在我将在网络研讨会上推出3000到4000美元的套餐。

And now I'm launching a 3 to 4 k offer just on webinars.

如果你在 webinar 后的48小时内下单，并选择订阅六个月或一年，就可以享受折扣，类似这样的优惠。

And you basically get a discount if you sign up for six months or a year if you buy within forty eight hours of the webinar and things like this.

那么，在我规划这次发布直播时，你有什么建议给我吗？

So what advice do you have for me as I'm planning out this launch webinar?

我怎样才能让它尽可能有效？

How can I make it as effective as possible?

你觉得这个想法有什么问题吗？

Do you feel like there's any problems with this idea?

为了确认一下，你是打算先做一场现场直播，对吧？

So just so I can repeat it back, you're gonna do this live first.

对吗？

Right?

这其实是另一个问题，但我从未在付费广告上成功推广过自动化之类的东西。

This is a whole other question for you, but I've never had success with paid ads to something like automated or something like that.

我一直以来都只做现场直播。

I've always done just live webinars.

我们会提前两周进行推广。

We promote them for, like, two weeks.

我们能吸引一千人参加，然后我就只是讲解、教学和销售。

We get a thousand people to show up, and then I just talk, teach, and sell.

这基本上就是我一直以来的做法。

And that's basically how I've done it.

我会直接回答你的问题，但我要说一点。

I'll answer your question directly, but I will say this.

在过去的十三年里，我合作过的2500位客户中，我们已经帮助数百人打造了七位数和多位八位数的网络研讨会。

All the people I've worked with over the past thirteen years, 2,500 clients, We have helped literally hundreds of people create 7 and dozens of 8 figure webinars.

我的一些客户每月靠网络研讨会能赚250万美元。

I mean, I've got guys doing 2 and a half million a month with their webinars.

对吧？

Right?

他们中的很多人也在做付费网络研讨会。

A lot of them are doing paid webinars as well.

对网络研讨会影响最大的，就是说对正确的话。

Nothing will impact a webinar more than just saying the right thing.

这是最重要的。

That is the number one top.

就是这玩意儿有多棒。

It's just how good the damn thing is.

明白吗？

Okay?

嗯。

Mhmm.

但除此之外，有个小技巧：当你在为网络研讨会投放广告时，在下一页一定要推销VIP服务。

But besides that, a couple tricks is when you're running ads to a webinar, on the next page, always sell a VIP.

如果是免费网络研讨会，也一定要推销VIP服务。

If it's a free webinar, always sell a VIP.

你可以在网络研讨会开始前两小时，定价97美元左右。

You do it two hours before the webinar, whatever, $97.

这能帮你消化掉60%到70%，甚至可能高达80%的广告支出。

It'll help liquidate 60 to 70, possibly even 80% of your ad spend.

所以，想象一下，你的广告成本从一开始就降低了80%。

So now imagine that your ads were 80% cheaper right off the bat.

明白吗？

Okay?

当你在主直播前两小时进入VIP环节时，主直播的目的是向他们展示你能如何帮助他们。

When you get on the VIP two hours before see, the main webinar is to show them how you can help them.

但在VIP环节中，你实际上是在帮助他们。

But in the VIP, you're actually gonna help them.

这旨在向他们证明你有能力帮助他们。

That's to show them that you can help them.

那些进入VIP的人，就是你的潜在买家。

The people who are in the VIP, those are your buyers.

因此，你现在能有更多时间与他们直接互动。

And so you now have more FaceTime with them.

你真正展示了你能帮助他们，当他们观看直播时，你的销量会大幅提升。

You actually are demonstrating you can help them, and you'll get way more sales when they watch the webinar.

但你还能通过这些互动清理并抵消一部分广告支出，同时从这些交流中学到很多东西。

But you'll also liquidate and cancel out some of your ad spend, and you will learn so much from those interactions.

所以我总是建议人们在推出网络研讨会或演讲时，不要一开始就大张旗鼓地推广。

So one trick that I always recommend people do is when you launch a webinar or a talk, do not launch it big at first.

先小规模地启动。

Launch it tiny at first.

如果你只能给列表中很少一部分人发邮件，就只做很小范围的推广，不要告诉任何人。

If you have to only email a very small amount of your list, only run a little like, don't tell anybody about it.

让它低调进行。

Make it soft.

让它只让少数人知道，而大多数人还不知道。

Make it only, like, where a few people know, but most people don't.

如果能有100到200人参加，甚至更少也可以。

Get one to 200 people on if you can or even less.

举办完网络研讨会后，发送一份我称之为‘未购买调查’的问卷。

Do the webinar and then send out what I call a didn't buy survey.

任何没有购买的人，你都发给他们一个表格，说：嘿。

Anybody that didn't buy, you send them a form, and you say, hey.

我注意到你观看了这次培训，但没有接受我们的提议。

I noticed you watched this training, but you didn't take us up on the offer.

你能回答几个问题，告诉我们为什么没有购买吗？

Could you answer a few of these questions and tell us why you didn't buy?

当他们回答这些问题时，你就会明白你在培训中做错了什么。

Well, now when they answer those questions, you're going to understand the things you did wrong in the webinar.

这样你就可以回去，调整这些问题。

And so you can go back, you can tweak those things.

然后当你进行大规模推广时，想象一下，如果你一开始就犯了错误，倾尽全力，花了很多钱做广告，发邮件给你的列表，告诉所有人，但转化率只有2%，因为你犯了一堆错误。

And then when you do the big launch, imagine for a moment you made the mistakes, you put all your might, you spent money on ads, you emailed your list, you told everybody about it, and you converted at, say, 2% because you made a bunch of mistakes.

但如果你先做这个小型测试培训，先找出错误所在，那么你的转化率就可能达到3%、4%甚至5%，因为你已经提前解决了问题。

But if you do this little test webinar and then you figure out what the mistakes are first, now you could convert at three or four or 5% because you figured it out first.

如果你想更进一步，可以直接投放冷广告，排除那些已经认识你的人，这样你就进入了专业模式，因为现在你只面向那些不认识你的人做培训。

And if you wanna even go crazier than this, you can just run cold ads to it, exclude the people that already know who you are, and now you're putting yourself on pro mode because now you're only doing the webinar to people who don't know who you are.

这是高级内容，但这些都是我多年来做过的一些小技巧。

This is advanced stuff, but this is little things I've done over the years.

因为大多数人做网络研讨会和在线演讲赚的钱，远不如我这样的人，或者像伊曼·加齐那样的人，因为我们在这方面玩得特别疯。

So because, like, most people don't make as much money with webinars and online talks as guys like me or, like, Iman Gazzi or whatever, because we go crazy with it.

我们甚至深入到科学层面，只为最大化收益。

We literally get down to the science of it so that we can make the maximum amount.

但说实话，普通人只要有一个好的演讲，即使不做这些复杂操作，也能赚不少钱。

But to be quite honest with you, the average person, if they have a good talk, even if they don't do all this stuff, it's still gonna make a lot of money.

但我们追求的是百万级别的收入，而不是几十万或几万。

But we're trying to make millions, not hundreds of thousands or tens of thousands.

所以这是我给你的一个建议。

So that's a tip I would give you.

对我来说，我发现付费流量的转化率远不如通过我的领英帖子、Instagram帖子或其他类似渠道获得的流量。

For me, I find that paid traffic just doesn't convert nearly as well as just getting traffic off my LinkedIn posts or Instagram posts or things like that.

你会建议我必须搞懂付费广告吗？

Would you suggest you just gotta figure out paid ads?

并不是那么回事。

It's not so much that.

而是当有人在YouTube上找到你，当有人在LinkedIn上找到你时，他们是主动来找你的。

It's when someone finds you on YouTube, when someone finds you on LinkedIn, they were looking for you.

他们是来学习东西的。

They were there to learn something.

他们是来与平台互动的。

They were there to interact with the platform.

但当你投放广告时，这就相当于早上7点有人敲你家门跟你讲耶稣。

But when you run ads, it's the equivalent to someone knocking on your door at 7AM to tell you about Jesus.

对吧？

Right?

即使你是个虔诚的基督徒，我也会被早上7点敲门的人烦到。

Which even if you're a devout Christian, I'm gonna be annoyed getting knocked on my door at 7AM.

对吧？

Right?

是的。

Yeah.

我只是觉得这样不太友好。

I just it's not nice.

好吗？

Okay?

所以当你投放广告时，你是在打断人们正在做的事情。

So when you run ads, you're interrupting whatever people were doing.

这是干扰式营销。

It's interruption marketing.

你是在打扰他们。

You're interrupting them.

所以他们本来并不是在找你。

So they weren't already looking for you.

所以，显然，如果你打扰了他们，而他们却说：哦，但这还挺有意思的。

So, obviously, if you interrupt them and they go, oh, but this is a bit interesting.

让我看看这个人是谁。

Let me see who this person is.

他们不会像那些自发找到你或自发关注你的人那样热情。

They're not gonna be as warm as someone who found you organically or has followed you organically all of their own accord.

然而，关键在于将这样的人转化为愿意这样做的人。

However, the trick is to convert that person into someone that would do that.

所以，当有人通过广告加入我的邮件列表，或购买了产品时，我会确保重新定位他们，或通过我最好、最亲切的内容联系他们，让他们变成那些主动观看我的社交媒体和有机内容的人。

So when someone gets on my email list from an ad or they buy something, I make sure to retarget them or email them with my best, most endearing content so that they turn into the person that goes and watches my socials and my organic.

这是品牌建设的一部分。

This is a part of branding.

所以有一个技巧，但没人愿意做。

So one trick, and nobody wants to do this.

现在有了人工智能，做起来太简单了。

It's so easy to do now with AI.

你几个小时就能完成，但人们仍然抗拒。

You can do it in a few hours, and people still resist it.

我只是觉得，有时候人们讨厌钱。

And I just think sometimes people hate money.

明白吗？

Okay?

但在我看来，快速建立品牌最简单的方法就是写一本书。

But the easiest way to build a brand, in my opinion, quickly is to write a book.

因为买书的人真的是最优质的客户。

Because book buyers are literally the best buyers.

就像当有人说，我不想读书。

It's like when somebody says, I don't wanna read the book.

我想看电影。

I wanna watch the movie.

我两小时就进进出出。

I'm in and out in two hours.

对吧？

Right?

那些人都是多巴胺追逐者。

Those people, they're dopamine chasers.

愿意读书的人，真的想学到一些东西。

The person that's willing to read a book, they really wanna learn something.

所以我发现，购书者是最好的客户。

And so I find that book buyers are the best buyers.

你读过那篇关于‘一千个铁杆粉丝’的文章吗？它说你只需要一千个铁杆粉丝。

You've read the article a thousand true fans about how you only need a thousand true fans.

对。

Yeah.

所以我发现，只要你能让一千个人读过你的书，当一个人读完你的书后，即使你没卖任何东西，只要这本书是关于你对生活的思考，并且你做得很好，他们就会对你非常倾心。

So I find if you can just get a thousand people who have read your book because when somebody's done reading your book, even if you don't sell anything, if it's just a book about how you think about life, if you do it well, they're so endeared to you.

他们对你品牌非常认同。

They're so into your brand.

他们会阅读你的邮件。

They're gonna read your emails.

他们会去观看你的社交媒体等内容。

They're gonna go watch your socials, etcetera.

那这本书是什么呢？

Now what is the book?

这本书就是你最精彩的内容。

The book is your best stuff.

它汇集了所有这些故事、口号、隐喻和构建思维的资产，是最精华的集合。当人们购买后，从开始阅读到读完，他们会从一个只是在Facebook上被广告击中的冷门潜在客户，转变为……

It's all these stories, all these slogans, all these metaphors, all these brain building assets, the best of the best in one piece of text that when people buy it from the time they start reading to the time they end, they go from, oh, I'm just this cold prospect on Facebook that got hit with an ad for a book.

而读完之后，他们就成了终身粉丝。

And when they're done reading it, they're a lifelong fan.

所以我一直通过卖书来推广，因为无论我之后引导他们去参加网络研讨会，还是其他任何推广内容，都能通过书籍更快地将他们从冷客户转化为温客户。

And so I've always sold books because then whatever else I send them to, webinars, whatever, or just whatever I happen to promote, I convert them from cold to warm much quicker through books.

我最近几本书都是用AI在几个小时内写成的。

And my last few books I wrote in a few hours using AI.

我赚钱的最佳组合是：广告引流到书籍，网络研讨会作为赠品，或者先用书籍把他们拉进你的邮件列表，等你推出时再推送网络研讨会。

My best stack for making money is ad to book, webinar as a bonus, or just get them on your list with the book and then hit them with a webinar when you launch it.

如果你真的想赚大钱，最终可以把他们引导到一个持续数天的付费演讲中，这才是你赚大钱的地方。

And then if you really wanna make a lot of money, you take them eventually to a paid presentation that is multiple days, and that's where you make big money.

这是我个人的看法。

That's my personal view on it.

但不管他们是通过广告看到你，还是自己找到你，最终他们还是会观看你的内容。

But, again, whether they saw you on an ad or whether they found you on their own, eventually, they're gonna still watch your content.

你只需要让这个过程发生得更快，并覆盖更多人。

You just gotta make that process happen faster and to more people.

我可以想象，这本书可能会帮助你梳理出你的价值观、你的类比、你个人品牌的支柱，然后你可以把这些内容分享给你的团队或任何帮助你的人，以协助你规模化这些内容。

And I can imagine that book would probably help you frame out what your values are, what your analogies are, what the pillars are for your actual personal brand, and you can give that to your team or whoever is helping you to actually help you scale that content as well.

所以我认为它在这方面很有帮助。

So I can imagine it helps in that way.

是的。

Yeah.

马克·班森就是这么做的。

Mark Banson did that.

他写了《不较劲的微妙艺术》这本书。

He wrote the book, The Subtle Art of Not Giving a Fuck.

不较劲。

Not Giving a Fuck.

是的。

Yeah.

现在，他所有的个人品牌、社交媒体、YouTube和Instagram内容，都是不断重复这本书的主题。

Now all of his personal branding, all of his socials, all of his YouTube, all of his Instagram is just more of that book over and over and over again.

所以我喜欢写书的原因之一是，它为我接下来要做的一切提供了一个蓝图，如果你注意的话。

And so the one of the reasons I like writing a book is because it kinda gives me a blueprint for everything I'm gonna if you'll notice

就针对那个阶段。

For that season.

对吧？

Right?

就那一年或者 whatever。

For that one year or whatever.

绝佳的比喻。

Great analogy.

你会注意到我的个人品牌在我的职业生涯中不断变化。

You will notice my personal brand shifts throughout my career.

每当我即将发布一本新书时，就会这样：好吧。

Whenever I'm about to release a new book is, okay.

丹，你现在得朝这个方向走了。

Dan's you gotta go this way now.

你知道的？

You know?

它总是和书保持一致。

It always goes with the book.

这就像是你的品牌圣经。

It's like your brand bible.

因此，你在不同年份所推广的东西也会有所不同。

And so you will sell things that are different over the years.

现在你会接触到新事物。

Now you will get into new things.

你可能会创办新的公司。

You will possibly start new companies.

也许你会创办一个慈善机构。

You maybe you start a charity.

在你的一生中，有无数的机会和你可以做的事情，如果你之前已经成功了，那么当你想尝试新事物时，改变方向是完全可以的。

There's so many opportunities and things you could do throughout the course of your whole life, and it's okay to change directions once you wanna do something new if you've previously been successful.

但对我来说，我总是以这种方式开启转变。

But for me, I always start that change.

我总是用一本书来指引方向。

I always point that ship with a book.

是啊，老兄。

Yeah, fam.

当然，在我创建《年轻与致富》之前，我有一百万个疑虑。

Of course, before I built Young and Profiting, I had a million doubts.

每次我想开始的时候，都觉得这件事太令人望而却步了。

Every time I thought about starting, it just felt so daunting.

我不确定自己是否适合创业。

I didn't know if I was cut out for entrepreneurship.

但有一天，我不再拖延，把我的梦想变成了现实。

But one day, I stopped putting it off and I turned my dream into a reality.

我一步一个脚印，建起了我的梦想。

Step by step, I built my dreams.

现在，我经营着一家近八位数收入的公司。

And now I'm running a nearly 8 figure company.

我猜你们很多人也在考虑创业，但你们需要一点推动力。

I bet a lot of you guys out there are thinking about starting a business, but you need a little push.

就把这当作你的信号吧。

Take this as your sign.

是时候停止空想‘如果’，开始行动了。

It's time to stop thinking about what if and start doing.

而实现这一点最简单的方法之一就是使用 Shopify。

And one of the easiest ways to do that is to use Shopify.

Shopify 支撑着美国 10% 的电子商务，从 Gymshark 这样的大品牌到刚起步的小企业主都在使用。

Shopify powers 10% of all US ecommerce from big brands like Gymshark to small business owners getting started.

你不需要庞大的团队，因为 Shopify 负责一切，包括网站设计、库存管理、客户服务和物流配送。

You don't need a big team because Shopify handles everything from web design and inventory to customer service and shipping.

他们的营销工具能帮助你吸引并留住客户，而他们的线下销售终端则连接了线上和线下的销售。

Their marketing tools help you find and keep customers and their point of sale connects online and in person sales.

Shopify 甚至能帮助你在全球 150 多个国家销售，拥有 99.99% 的正常运行时间和全球转化率最高的结账系统，让你不错过任何一笔交易。

Shopify even helps you sell globally in over 150 countries With 99.99% uptime and the best converting checkout on the planet, you'll never miss a sale.

把那些‘如果’变成行动，用 Shopify 给你的远大梦想最好的机会。

Turn those what ifs into and keep giving those big dreams their best shot with Shopify.

立即注册每月 1 美元的试用，今天就开始在 shopify.com/profiting 上销售。

Sign up for your $1 per month trial and start selling today at shopify.com/profiting.

前往 shopify.com/profiting。

Go to shopify.com/profiting.

再次提醒，访问 shopify.com/profiting。

Again, that's shopify.com/profiting.

嘿，Yap 团队。

Hey, Yap Gang.

作为CEO，我一直在寻找方法来简化Yap的创意产出。

As a CEO, I'm always looking for ways to streamline our creative output at Yap.

我需要一个地方来处理所有事情，不只是我们的网站，还包括我们品牌的整体风格。

I need one place to handle everything, not just our website, but the entire look and feel of our brand.

当我第一次听说Framer时，我想，哦，又一个网站构建器。

When I first heard about Framer, I thought, oh, just another website builder.

但我完全错了。

But I was totally wrong.

当结果这么好的时候，我乐于承认自己错了。

And I love being wrong when the alternative is this good.

Framer已经打造出了发布精美、可直接投入生产的网站的最快方式，现在它正在重新定义我们设计网页的方式。

Framer already built the fastest way to publish beautiful production ready websites, and it's now redefining how we design for the web.

随着最近推出的基于画布的免费设计工具 Design Pages，Framer 已不再只是一个网站构建器。

With the recent launch of Design Pages, a free Canvas based design tool, Framer is more than a site builder.

它是一个真正的全栈设计平台。

It's a true all in one design platform.

从社交媒体素材、活动视觉设计到矢量图和图标，直至上线的网站，一应俱全。

From social assets to campaign visuals to vectors and icons all the way to a live site.

Framer 让创意从构思到落地，全程无缝实现。

Framer is where ideas go live, start to finish.

准备好在一个工具中完成设计、迭代和发布了吗？

Ready to design, iterate, and publish all in one tool?

立即免费前往 framer.com/design 创建，并使用代码 PROFITING 免费体验一个月 Framer Pro。

Start creating for free at framer.com/design and use code PROFITING for a free month of Framer Pro.

访问 framer.com/design，并使用促销码 PROFITING。

That's framer.com/design and use promo code PROFITING.

再次提醒，访问 framer.com/design，使用促销码 PROFITING。

Again, that's framer.com/design, promo code PROFITING.

规则和限制适用。

Rules and restrictions apply.

我多次被要求写一本书。

I've been asked to write a book multiple times.

但我从未写过。

I've never done it.

我总想着今年就是我要写书的年份，也许今年真的就是我写书的年份。

And I keep thinking this is the year and maybe this is actually the year that I write a book.

你建议专注于细分领域吗？

Do you recommend going niche?

而且一般来说，对所有听节目的人说，当有人在写书时，他们应该极度细分，只讲自己的专业领域，还是建议尽可能广泛地覆盖？

And also just generally talking to everybody who's listening to the show, when somebody's writing a book, should they go super niche and just talk about their expertise, or do you recommend go as broad as you can?

当你写一本书时，一本真正出色的书的概念，比如乔科·威尔洛克和莱夫·巴宾写的《极度负责》。

When you write a book, the whole concept of a really well done book like, for instance, Jocko Willock and Leif Babin wrote a book called Extreme Ownership.

明白吗？

Okay?

这本书讲的是海军海豹突击队如何通过一种叫做‘绝对责任’的理念来进行领导。

And it was a book about how the Navy SEALs lead through this concept called extreme ownership.

简单来说，你基本上要假装所有事情都是你的错。

And to just put it simply, you basically just pretend everything's your fault.

不管别人做了什么，不管发生什么事，都是你的错。

No matter what somebody else does, no matter what happens, it's your fault.

都是你的错。

It's your fault.

都是你的错。

It's your fault.

因为当你这样做的时候，当你承担绝对责任时，它能让你始终专注于解决问题，而不是把责任推给别人。

Because when you do that, when you take extreme ownership, it allows you to always seek solving the problem rather than to put it on somebody else.

对吧？

Right?

这是一个非常简单的理念。

It's very simple concept.

他写了一整本书，一本非常厚的书，讲述了许多军事故事，基本上都是‘这次发生了这种情况，我承担了绝对责任’。

He wrote a whole book, a very thick book about this, and it was all these military stories of basically, this time this happened, and I took extreme ownership.

这次发生了这种情况。

This time this happened.

然后，他讲述了自己如何帮助企业人士运用这一理念来推动业务增长。

And then he told stories about how he's helped people in corporate use that same ideology to grow their business.

所以当他卖书的时候，人们就说：好吧。

And so when he sold the book, it was like, okay.

既然你已经理解了绝对责任这个概念，那就来参加我的5000美元研讨会吧，我们在两天内深入学习并将其应用到你的公司中。

Well, now that you understand this concept of extreme ownership, come to my $5,000 seminar on how we're gonna go through this in two days and apply it to your company.

所以他真正销售的是商业咨询服务。

So what he was really selling was business consulting.

但他销售商业咨询的方式，是通过‘绝对责任’这一品牌和军事故事。

But the way he sold business consulting was through his brand on extreme ownership and military story.

所以你看，尽管这两件事看似无关，实际上却密切相关。

So you see how even though those two things don't seem related, they are massively related.

明白吗？

Okay?

嗯。

Yeah.

这里的理念是，你的书必须有一个核心原则。

And the idea here is that your book has to have a core principle.

如果你读过这本书，其中一件事就是，这是另一个完美的例子。

If you ever read the book, the one thing, this is another perfect example.

但你的书只需要传达一个观点。

But your book just has to get one point across.

一个简单的观点。

One simple point.

然后它再围绕这个主要观点展开许多次要的支撑点。

And then it just has all these little sub points that support the main point.

最后，当读者理解了这个核心原则时，他们会恍然大悟。

And at the end, when they get the main point, the one principle, now they're like, oh my gosh.

这就是我想要的关键。

This is the key to what I want.

这就是我一直以来 missing 的东西。

This is what I've been missing.

无论你卖什么，都必须让对方能够更轻松或更快速地执行这一原则。

Well, whatever you're selling simply has to allow them to execute on this principle easier or faster.

例如，在 Founder 上有一场采访，EasyWebinar 公司的 CEO（这是一家网络研讨会托管平台）被问到：最成功的网络研讨会是什么样的？

For instance, there was an interview on founder where the CEO of a company called EasyWebinar, which is a webinar hosting platform, was asked, what are the most successful webinars?

显然，你有相关数据。

Obviously, you have the data.

他的名字叫凯西，我想不起他的姓了。

And his name was Casey I can't remember his last name.

但他表示，所有成功的网络研讨会都只是展示一条通往成功的路径、核心原则，然后提供为你执行、与你一起执行，或让你更容易、更快完成的服务。

But he said that all they are are presentations that show you a path to success, core principle, and then offer to do it for you, with you, or make it easier or faster.

为你完成的服务就是‘为你执行’的服务。

For you would be done for you services.

和你一起的是辅导和咨询。

With you would be coaching and consulting.

更容易或更快的是课程、软件或实体产品。

Easier or faster would be things like courses and software or physical products.

简单。

Simple.

明白了吗？

Okay?

所以品牌建设也非常简单。

And so branding is also very simple.

品牌只有一个核心理念。

Brands have one big idea.

科迪·桑切斯，购买无聊的企业。

Cody Sanchez, buy boring businesses.

对吧？

Right?

加里·维纳查克，左勾拳，左勾拳，右勾拳。

Gary Vee, jab, jab, right hook.

提供价值。

Give value.

提供价值。

Give value.

提供价值。

Give value.

提供一个报价。

Give an offer.

永远心怀感激。

Always have gratitude.

要善良。

Be kind.

嗯。

Yeah.

要善良。

Be kind.

对吧？

Right?

因此，加里·维纳查克积累了大量的粉丝，但他的客户并不是那些观看他内容的人。

And so Gary Vee built up a massive following, but his clients are not people who watch his content.

他的客户是可口可乐这样的公司，它们聘请VaynerMedia进行社交媒体营销，每月支付200美元，仅仅因为它们看到他在社交媒体营销方面很出色。

His clients are like Coca Cola who hire VaynerMedia for whatever, $200 a month for social media marketing only because they saw that he's good at social media marketing.

所以当你写一本书时，你只需要问：核心原则是什么？我需要人们相信的唯一一件事是什么？

So when you write a book, all you have to do is go, what is the core principle, the one thing I need people to believe?

然后围绕它来写作，并将它与你的产品或服务对齐。

And then write it around that, and then align that with your products or services.

只要你的产品或服务能促使人们践行这一原则，并让他们更容易付诸行动，你就拥有一个品牌、一本能赚钱的书，以及一个出色的业务。

As long as your products or services make them act on that thing and make it easier for them to act on that thing, you're gonna have a brand, you're gonna have a book that makes you money, and you're gonna have a great business.

你会不会从入门级产品入手，然后逐步升级到更高价位的产品来思考你的营销方案？

Do you think about your offers in terms of having an entry offer that scales up to a more high ticket offer?