我靠互联网火了……如果从零开始，这次我会这么做

人们不想要信息，他们想要一种感觉。

People do not want information, they want a feeling.

没有太长这回事，只有太无聊。

There is no such thing as too long, there is only too boring.

你需要A级的内容配上C级的表达。

You need A-plus content with C-minus delivery.

100条法则。

The rule of 100.

每100个视频，每次都选择一件事做得更好。

100 videos, every time, choose one thing to do better.

如果你曾经想过在网上建立受众或品牌，这个视频就是为你准备的，因为我已经做到了。

If you've ever thought about building an audience or building a brand online, this video is for you because I've done it.

我觉得我能统治世界。

I feel like I could rule the world.

我知道我能成为我想成为的人。

I know I can be what I want to.

呃。

Uh.

我全力以赴，从不休息。

I put my all in it like no days off.

走一条少有人走的路，从不回头。

On a road less traveled, never looking back.

过去五年，我打造了一个播客。

The last five years, I've built a podcast.

这个播客的下载量已经超过一亿次。

This podcast has done over 100 million downloads.

我们在YouTube上有一百万订阅者，在Twitter上有五十万粉丝。

We've got a million YouTube subscribers, half a million on Twitter.

我在建立受众方面积累了一些经验，也学到了一些我认为相当非传统的策略。

I've gotten some experience at building audiences, and I've learned what I would call a pretty non-conventional playbook.

所以这就是我给你的非显而易见的建议，因为那些显而易见的建议你已经听过了。

So this is my non-obvious advice for you, because you've heard all the obvious advice.

显而易见的建议是你应该持续发布内容，做这做那。但我要说的不是这些。

The obvious advice is you should post consistently and you should do X, Y, Z. This is not that.

好，接下来这些建议，如果我能坐下来对年轻时的自己说，那时我对做内容创作感兴趣，想拥有自己的观众，这些就是血泪教训。

Okay, so here's the advice that if I was sitting down younger me, who was interested in doing this, actually wanted to be a content creator, wanted to have an audience, these are the hard lessons learned.

第一条非显而易见的建议：谁关注你才是关键，而不是有多少人关注你。

Non-obvious piece of advice number one: who follows you is what's important, not how many people follow you.

我听过蒂姆·费里斯说过一次。

I heard Tim Ferriss say this once.

他说：“你宁愿让地球上随机的一万个人读你的书，还是让财富100强的100位CEO读？”

He said, "Would you rather have 100,000 people on Earth at random read your book or the 100 CEOs of the Fortune 100?"

那100个人比一万个人更有价值，所以你真的要用心去思考，你最在乎的观众是谁。

That 100 is worth more than 100,000, and so you really want to get intentional about who is the audience that you really, really care about.

如果你为运动员做体育内容，那你就要弄清楚那类人是谁，以及如何确保你的内容能引起他们的共鸣。

If you're making sports content for athletes, then you really want to figure out who's that type of person and how do I make sure that my content will resonate with them?

我不介意观看量少一些。

I'm okay getting less views.

我不介意点赞少，只要来的是对的人、对的赞，我的内容能传到对的人耳朵里就行。

I'm okay at getting less likes as long as it's the right people and the right likes, that my message is finding the right ears.

打个商业上的比方，或者用汽车来打比方，不过这有点危险，因为我是地球上唯一一个对车不感兴趣的人。

Just to give you a business analogy, or there's a car analogy, which is dangerous because I'm the only guy on Earth that doesn't care about cars.

但通用汽车每年大概能卖出两百五十万辆车。

But General Motors will sell, I don't know, two and a half million cars a year.

这家公司市值五百亿美元。

The company's worth $50 billion.

法拉利只卖一万三千辆。

Ferrari sells 13,000.

所以是两百六十万对一万三千，但法拉利的市值却有八百亿美元。

So 2.6 million versus 13,000, but Ferrari's worth $80 billion.

它服务的客户数量比通用汽车少两百倍，但价值却更高，因为它吸引的是高端客户、奢侈客户。

It can sell 200 times fewer customers than GM, but still be more valuable because it's getting luxury customers, high-end customers.

我觉得如果你跟我一样，你做的内容应该是往高端走的。

And I think if you are like me, you're creating ideally upmarket content.

你创作的内容要更聪明一些，不是那种大众市场的东西，除非你真的想走那条路。

You're creating content that is a little bit more intelligent, not the sort of mass market stuff, unless that's really the game you want to play.

嘿，顺便说一句，如果你正在听这期节目并且喜欢听到的内容，别担心，你不需要记任何笔记。

Hey, real quick, if you're listening to this episode and you like what you're hearing, don't worry, you don't have to take any notes.

今天节目的赞助商HubSpot，已经把本期节目中的所有内容整理成了一份免费指南供你下载。

The sponsor of today's episode, HubSpot, has put together everything in this episode as a free guide for you to download.

所有的笔记，我在这里讲的所有内容，都整理成了一份简洁清晰的笔记结构给你。

All the notes, everything I'm talking about here in a nice, clean little note structure for you.

链接就在下面的描述里。

It's in the link in the description below.

好的。

All right.

第二点，大多数人不知道他们应该谈论什么。

Number two, most people don't know what they should talk about.

我在这里有一些建议，非常简单。

And I have some advice here, which is very simple.

这是我从我的教练那里学到的。

I got this from my trainer.

他说："听着，世界上最好的产品，都是创始人把自己的一点点东西推向世界。"

He said, "Look, the best products in the world are ones where the founder just pushes a little bit of themselves out into the world."

就像是从内到外翻出来一样。

It's like going inside out.

你肚子里有什么，你怎么把它推出来？

Just whatever's in your belly, how do you push it out?

我称之为找到你内心的极客。

I call this finding your inner nerd.

你应该问自己的问题不是观众想要什么？

The question you should ask yourself is not what does the audience want?

而是你最痴迷的是什么？

But what is the thing you nerd out about the most?

也许那听起来有点无聊，或者你喜欢它的程度有点不正常。

Maybe it's something that sounds a little boring, or you like it to a degree that's sort of abnormal.

这种奇怪的东西，你应该去拥抱它，而不是回避它。

That weird is something you want to lean into, not lean away from.

所以，这在别人看来可能很奇怪，但你自己觉得对。

So it might look odd to others, but it feels right to you.

比如，我记得有一次去我叔叔家，他带我去了地下室。

For example, I remember going to my uncle's house one time, and he took me to the basement.

别担心，不是那种故事。

And don't worry, it's not that type of story.

在地下室里，他摆了一套模型火车。

Down in the basement, he's got a model train set up.

每天晚上，他都会花好几个小时摆弄这套模型火车。

And every night, he was spending hours tinkering with this model train set.

那套模型做得特别精细。

It was so elaborate.

他打开开关给我看，还让我看那些绿灯和黄灯的亮起时间，都特别真实。

And he flicked it on to show me, and he showed me that the light, the timing of the green lights and the yellow lights were realistic.

所以他给我看他最得意的作品，我心里想，哇，我叔叔真是个超级大书呆子。

So he's showing me his proudest work, and I'm thinking, "Wow, my uncle's the biggest dork."

但对于内容创作来说，这其实正是你想要的，因为互联网是个神奇的地方，你能找到其他一千、一万、十万甚至一百万人，他们和你一样对同样的话题痴迷。

But for content, that's actually what you want because it turns out the internet is this amazing thing where you will find the other thousand, 10,000, 100,000, or million people who are just as nerdy about the same topics as you.

这就是为什么你会看到一些创作者因为一些奇怪的东西而走红。

This is why you'll see creators who go viral about random stuff.

我们之前在播客里聊过那个在纽约做香水导览的女士。

We talked on this podcast before about the woman who's doing perfume tours in New York.

她就是在痴迷。

She's just nerding.

她内心的痴迷是关于气味的，她对气味的了解比你对气味的了解还多。

Her inner nerd is about scent, and she knows more about scent than you know about scent.

她比你在乎得多，但她会找到那些和她一样在乎香水气味的人。

She cares more than you care, but she will find the audience of people who care as much about perfume and scents as she does.

有个家伙专门做工作装，就是男士风格，他就是喜欢写裤脚、下摆和剪裁，他能就这些写上一千字。

There's a guy who does work wear, like men's style, and he just loves writing about the pant cuffs and the hems and the cuts, and he'll write 1,000 words on this stuff.

这种事我绝对不会做。

Something I would never do.

但第一，它能消除竞争，因为虽然有很多人在创作内容，但很少有人会和你有着相同的品味和相同的内心狂热。

But one, it eliminates competition because while there's many people creating content, very few people will have the same taste palate, the same inner nerd as you.

如果你只是追随自己的内心，诚实地表达自己，你最终会几乎没有竞争对手，这听起来很疯狂。

If you just follow that, you're just honest about it, you'll end up almost with no competition, which sounds crazy.

就像身处一个拥挤不堪的房间，但你周围却有五英尺的空间。

It's like being in an incredibly crowded room, yet you have five feet of space all around you.

第二，成功是有保证的。

And the second is that success is a guarantee.

因为如果你对成功的定义是，我是否已经出名，拥有数百万粉丝？

Because if your version of success is, am I famous with millions of followers yet?

那你可能会长时间不快乐，甚至永远不快乐。

You're going to be unhappy for a long time, probably forever.

但如果你真的专注于，嘿，我怎样才能谈论我热爱的东西，我觉得真正有趣的东西？

But if you really just focus on, dude, how do I just talk about the stuff that I love, the stuff that I find really fun?

那么每一天都是胜利，你会一点一点地吸引到适合你的观众。

Then every day is a win, and you will attract, brick by brick, the right audience for you.

你成功的几率从不到1%变成了100%，因为你玩的是不同的游戏。

You shift your odds of success from less than 1% to 100% because you're going to be playing a different game.

你玩的游戏是，参与就是赢，而不是只有成功了才算赢。

The game you'll be playing is where playing is winning versus only if I'm successful, then it's a win.

学习五个D。

Learn the five Ds.

大多数人只是想出名，但我建议你设定一个不同的目标。

So most people just want to be famous, but I recommend having a different goal.

目标不是被广泛认识，而是被深入了解。

The goal is not to be well-known, it is to be known well.

那是什么意思？

What does that mean?

对一个人来说，深入了解你意味着什么？

What does it mean for somebody to know you well?

那么，你希望能够分享你的故事、你的希望、你的梦想、你的恐惧、你的痴迷。

Well, you want to be able to share your stories, your hopes, your dreams, your fears, your obsessions.

我把这些称为五个D。

I call these the five Ds.

第一个D是“做过”。

So the first D is done.

我做过什么？

What have I done?

我的过往成就是什么？

What is my track record?

你的听众应该了解这些。

Your audience should know that about you.

你在生活中做过什么？

What have you done in life?

交付成果。

Deliver.

你为追随你的人提供了什么？

What do you deliver for people who follow you?

你提供的服务是什么？

What's the service you offer?

你给他们带来的增值是什么？

What's the value add you give them?

为什么别人要追随你？

Why should somebody follow you?

做。

Do.

你做什么工作？

What do you do for work?

你平时喜欢做什么？

What do you do for fun?

你喜欢做什么？

What do you like to do?

大家应该了解你的工作、你的爱好，这些方面的事情。

People should know about your work, your hobbies, those sorts of things.

嘿，我们快速休息一下。

Hey, let's take a quick break.

你有没有过这种感觉：策略定好了，简报写好了，大家都对齐了，然后你发现还是得有人坐下来真正去创作所有内容？

You know that feeling when strategy is done, the brief is written, everyone's aligned, and you realize someone still has to sit down and actually create all the content?

那个人通常就是你，而且明天就要交。

That someone is usually you, and it's due tomorrow.

那么，HubSpot的Breeze助手可以帮上忙，它直接在HubSpot内部运行。

Well, the Breeze Assistant from HubSpot can help It works right inside HubSpot.

你可以起草活动文案、博客文章、电子邮件，全部用你的品牌语气，全部使用你真实的客户数据。

You can draft campaign copy, blog posts, emails, all in your brand voice, all using your actual customer data.

这样你不仅创作内容，而是创作能转化的内容。

So you don't create just content, you create content that converts.

去hubspot.com看看吧，这是为成长型企业打造的智能客户平台。

Check out hubspot.com, the agentic customer platform for growing businesses.

梦想。

Dreams.

你在追求什么？

What are you shooting for?

你的梦想是什么？

What's the dream?

比如说，如果你关注Gary Vee，你可能知道他的梦想是有朝一日买下喷气机队。

For example, if you follow Gary Vee, you might know that Gary Vee's dream is to buy the Jets one day.

他非常公开地告诉别人这件事，这成了一个让人记住他的点。

And he tells people this very openly, and it's a point of attachment.

这是人们能记住你、了解你、与你产生共鸣的地方。

It's something people can remember about you, something they can know about you, something they can relate to.

所以你得知道自己做什么、提供什么、做过什么、梦想什么，最后，你对什么特别痴迷。

So you got to know what you do, what you deliver, what you've done, what you dream about, and lastly, dork out about.

你真正热衷的是什么？

What are you really into?

你收集什么？

What do you collect?

因为人们会给你寄这些东西。

Because that's the stuff people are going to send you.

当你醒来时，收件箱里满是来自世界各地的人，他们都在寻找你觉得很棒的东西，这真的很神奇，因为他们了解你，也熟悉你。

And it's amazing when you wake up and your inbox is full of almost people all around the world hunting down the things that you will find awesome because they understand you and they know you well.

每天你都会收到人们送来的小礼物、小惊喜。

And every day, you're going to be receiving little gifts, little nuggets from people.

不只是有人说：“嘿，我喜欢你的内容”，而是“嘿，哥们，你见过这个吗？”

Not just people saying, "Hey, I love your content," but, "Hey, man, have you seen this?

“你会喜欢的。”

You're going to love this."

这个播客对我来说就是这样。

That's what happens with me with this podcast.

人们知道我对小众互联网生意、不为人知的生意、以及那些以某种高度有意识的方式生活的人特别着迷。

People know I nerd out about, I dork out about niche Internet businesses, businesses that are off the radar, people who live life a certain way, highly intentional ways they live life.

所以他们就会给我发这些东西。

And so that's what they send me.

每天早上醒来，就像过圣诞节一样。

Every day I wake up, it's like Christmas Day.

我有很多礼物等着拆开，都是关于这些内容的。

I got gifts to unwrap about that stuff.

如果你做到这五个D，会有两件事发生。

If you do the five Ds, two things will happen.

第一，观众会觉得和你更有连接感。

One, the audience feels more connection with you.

所以关键就是连接。

So the key is connection.

你不仅仅希望他们知道你的名字和长相，你更希望他们真正了解你的故事，知道你的立场，知道你的兴趣，知道你的梦想，所有这些。

You don't just want them to know your name and your face, you want them to actually know your story, know what you're all about, know what you're into, know your dreams, all that stuff.

第二，你会变得更幸运。

And the second is that you get luckier.

当人们非常了解你的时候，他们会给你推荐合适的交易、合适的建议、合适的产品。

When people know you really well, they're going to send you the right types of deals, the right types of recommendations, the right types of products.

第四条经验。

Lesson number four.

我现在录这个视频的时候，心里在想：“天哪，这有点太长了。”

Part of me is thinking right now as I'm recording this video, "Man, this is getting kind of long.

我是不是应该剪短一点？

Should I keep this shorter?"

但你们还在听。

But you're still here.

内容创作有个规则，就是没有太长这回事，只有太无聊。

There's a rule in content which is that there's no such thing as too long, only too boring.

如果你想找证据，去看看世界排名第一的播客主持人乔·罗根。

If you want proof, go look at the number one podcaster in the world, Joe Rogan.

他的节目平均时长三个小时，而且他说他刚开始的时候，所有朋友都告诉他：“哥们，这太离谱了。”

His average episodes are three hours long, and he said when he started that all of his friends told him, "Dude, that's ridiculous.

你得做一个22分钟的播客，或者44分钟的，正好是美国上班族每天通勤的平均时长。

You need to have a 22-minute podcast, a 44-minute podcast, the average length of the daily American's commute."

但他只是说："不，我想要那种对话。"

And he just said, "No, I want to have the types of conversations.

我喜欢和人进行长时间的对话。

I like having long conversations with people.

我喜欢和人待在一起久一点。

I like hanging out with people for a while.

那样我才觉得真正了解他们。

That's when I feel like I really get to know them."

这行得通，因为根本没有太长这回事。

And it works because there is no such thing as too long.

只有太无聊。

There is only too boring.

如果你觉得某件事太长，你只需要在心里重新想一下，也许它只是太无聊了，然后试着让它变得更有趣。

And if you ever feel like something's too long, you just have to reframe it in your mind as maybe it's too boring, and try to make it more interesting instead.

好，第五点，一开始别担心你的写作风格或者制作质量。

All right, number five, don't worry about your writing style or your production quality up front.

刚开始做内容的时候，你要避免陷入那种想法，觉得需要一台好相机、一个漂亮的布景，还得写得很好。

What you want to do when you start with content is avoid the trap of thinking you need a fancy camera and a fancy set and it needs to be written well.

不不不，你需要的是A+的内容，C-的呈现。

No, no, no. You need A-plus content with C-minus delivery.

那是个很好的起点，因为很多人反而想做到A+的呈现，但内容只有C-，那才是死路一条。

That is a great starting point because what people try to do instead is they try to have A-plus delivery with C-minus content, and that's a death trap.

你会花很多时间在包装和后期制作上，而不是去找最有趣的内容，说些有意思的话。

You're going to waste hours on your packaging, on your post-production, instead of just trying to find the most interesting stuff you can and have interesting things to say.

如果你想要证据，去看看现在那些最出名的播客主持人吧。

If you want evidence, go look at some of the most famous podcasters you see today.

去看看Chris Williamson早期的视频。

Go look at Chris Williamson's old videos.

那些都还在网上呢。

They're all there online.

你可以去看看他们的视频。

You can go see them.

去看看MrBeast的频道。

Go look at MrBeast's channel.

去翻翻看。

Go scroll.

直接上YouTube，点“最早”排序。

Just go on YouTube and click Oldest.

你会看到他在卧室里穿着白T恤，没有任何制作价值，真的在数到十万。

You'll see him in his bedroom in a white T-shirt with no production value, literally counting to 100,000.

他做的事情很有趣，但他看起来并不那么有趣。

He's doing something interesting, but he doesn't look that interesting.

去看看Joe Rogan的第一期节目。

Go look at Joe Rogan's original episode.

那真是疯狂。

It's crazy.

他的头上还有特效雪花飘下来。

There's after-effects snowflakes falling on his head.

那真是土得掉渣。

It's cheesy as all hell.

他用一个又旧又丑的网络摄像头，结果成了播客之王。

He's using an old, ugly webcam, and he became the king of podcasts.

这之所以能成功，是因为你先注重内容，再考虑包装。

And the reason that works is because you focus on content first, packaging later.

第六点。

Number six.

好了，我们快讲完了。

All right, we're getting to the end here.

建立一个“刷不停”的内容库。

Create a binge bank.

刚开始做内容的时候，你的数据会很小，这会让你产生怀疑，然后你会想：“天哪，我真的该做这个吗？”

At the beginning when you try to create content, your numbers are going to be small, which will lead you to have doubts, which will lead you to think to yourself, "Man, should I even be doing this?

这有点尴尬。

This is kind of embarrassing.

做这个到底有什么意义？

What's the point of even doing this?"

其实，这里有个诀窍。

Well, here's the trick.

一开始，别老想着只有八个人看了你的内容，要告诉自己你是在积累资产。

At the beginning, instead of focusing on the fact that eight people viewed your content, tell yourself you're building an asset.

你在建立一个“追剧库”。

You're building a binge bank.

所谓“追剧库”，就像是你个人的Netflix，让人一看就上瘾的节目。

A binge bank is sort of like your personal Netflix binge-worthy show.

相当于一个小时的精彩内容，如果有人看完了，他们就会爱上你。

It's like an hour of content that if somebody consumed, they would love you.

你只需要有一个精彩的一小时，不管是六七个博客文章，还是六七个视频或播客节目。

And you just need to have an amazing hour, whether that's six or seven blog posts, whether that's six or seven videos or podcast episodes.

你只需要创作出那七、八个，也就是第一季的内容，虽然现在没人看，但如果他们真的看完了，连续看了一个小时你的内容，他们离开时会想：‘哇，这家伙是谁？’

You just want to create that seven, eight, that first season of content that sure, nobody's watching today, but if they ever did binge it and they went an hour straight of your content, they would walk away being like, "Wow, who is this guy?

这女孩是谁？

Who is this girl?

我好喜欢他们。

I love them.

这个人太棒了。

This person's amazing.

为什么没有更多人谈论这个？

Why aren't more people talking about this?"

这就是你一开始的目标。

That is your goal at the beginning.

你不关注数字，你专注于创作那个精彩的一小时内容。

You don't focus on the number, you focus on creating that power hour of content.

第七课，人们不想要信息，他们想要一种感觉。

Lesson number seven, people do not want information, they want a feeling.

我在这件事上错了好长时间。

I was wrong about this for a long time.

我以前觉得我得拥有世界上最有趣、最聪明的信息。

I thought that I needed to have the most interesting, intelligent information in the world.

而且我真的把内容看作是一种信息的传递。

And I really focused on content as this sort of transfer of information.

但事实是，如果你问别人，即使是你的粉丝，人们会经常来找你。

But the truth is that if you ask people, even people who are a fan of you, people will come up to you all the time.

我和家人出去的时候，他们会说：“哦，天哪，嘿，我喜欢你的频道，喜欢你的节目，喜欢你的播客。”

I'm out with my family, they'll say, "Oh, man, hey, I love the channel, love the show, love the podcast.

哦，太棒了。”

Oh, it's so amazing."

我会说：“太好了。”

And I'll say, "Awesome.

你从中得到了什么？”

What's something that you've taken away from it?

你最喜欢哪一集？

What's your favorite episode?

你最近从中学到了什么？

What's something you learned recently from it?"

人们真的很难做到这一点，这也不是在批评他们，只是人们消费内容的方式就是这样，很多内容都是左耳进右耳出。

People really struggle to do that, and it's not a knock on them, it's just the way that people consume content, which is that a lot of content is going to go in one ear and out the other.

但在内容进来和出去之间，会发生一些事情，那就是人会产生一种感觉。

But something happens in between it coming in and it coming out, which is that a person has a feeling.

所以我在这方面得到的建议，后来证明非常正确，就是要把你的频道、博客、网站、书，不管是什么，都想象成世界上最拥挤的跳蚤市场里的小店。

And so the advice I got on this, which turned out to be very true, was to think of your channel, your blog, your website, your book, whatever it is, as a little shop in the world's most crowded flea market.

你卖的不是东西，而是感觉。

And you're not selling stuff, you're selling a feeling.

比如，大卫·布莱恩卖的是敬畏感。

So for example, David Blaine sells the feeling of awe.

当你看到他做出让你惊叹的事情时，那真是令人敬畏。

When you see him do something that just blows your mind, it's awe-inspiring.

不管他是吞青蛙，还是被冻在冰块里18个小时，还是在街上悬浮，他都是在卖那种敬畏的感觉。

It doesn't matter whether he's swallowing a frog or he's suspended in an ice cube for 18 hours, or he's levitating on the street, he is trying to sell the feeling of awe.

他找到无数种方式来给你那种感觉。

He finds a million different ways to give you that feeling.

《原子习惯》的作者詹姆斯·克利尔卖的是自我掌控的感觉，一种你能掌控自己人生的感觉。

James Clear, the author of "Atomic Habits," sells the feeling of self-control, a feeling that you could take control of your life.

他所有的建议，不管博客写的是什么，都会给你那种掌控感。

And all of his advice, no matter what the blog is about, will give you that underlying feeling of control.

达纳·怀特也说过这个。

Dana White has said this.

在他的新闻发布会上，他说：“我们在付费直播中卖的是‘我的天哪’的瞬间。”

At his press conference, he said, "We sell holy shit moments live on pay-per-view."

“我的天哪”，那就是他们卖的感觉。

Holy shit, that's the feeling that they sell.

每场比赛都是为了制造一个“我的天哪”的瞬间。

Every fight is just designed to create a holy shit moment.

托尼·罗宾斯卖的是激励的感觉，而CrossFit卖的是每次锻炼后那种畅快淋漓的汗水。

Tony Robbins sells a feeling of motivation, and CrossFit sells you a satisfying sweat at the end of every workout.

CrossFit真的是最好的锻炼方式吗？

Is CrossFit actually the best workout?

不是，但他们非常擅长让你出一身畅快的汗，这让人上瘾。

No, but they're amazing at delivering a satisfying sweat, and that gets people addicted.

如果你让人有一两次这种感觉，你可能会获得关注。

And if you give people a feeling once or twice, you might get a follow.

但如果你能每天给人这种感觉，你就会拥有一个终身的粉丝。

But if you can give people that feeling every day, you'll get a lifelong fan.

所以，找出你想卖的那种感觉，然后想办法持续地、比任何其他地方都更可靠地提供它，他们就会不断回到你的店里来。

And so find out the feeling you want to sell, and then figure out how to deliver that consistently, more reliably than they can get anywhere else, and they'll keep coming back to your shop.

第八课：好到让人无法忽视你。

Lesson number eight: be so good they can't ignore you.

过去几年我和MrBeast成了朋友，我喜欢他对待胜利的态度。

So I've become friends with MrBeast over the last few years, and I love his attitude towards winning.

当人们向他请教如何成为成功的YouTuber时，他总是告诉他们一件非常简单的事："做100个视频，每个视频选一件事做得更好。"

When people ask him for advice on how to be a successful YouTuber, which he gets all the time, he just tells them one very simple thing: "Make 100 videos, and every video, pick one thing to do better."

100条法则。

The rule of 100.

100个视频。

One hundred videos.

每次，选一件事去改进。

Every time, choose one thing to get better.

可以是缩略图、开头、讲故事的方式，或者调色。

It could be the thumbnail, the hook, the storytelling, the color editing.

具体是什么不重要。

It doesn't matter what it is.

每次选一件事，然后去做。

Pick one thing every time and do it.

等你做了100次之后，再来找我聊。

And come back and talk to me after you've done that 100 times.

这个建议在两个方面都很棒，因为第一，它直接把那些不认真的人打发走了，因为大多数人都不是认真的，所以你给不认真的人一个严肃的任务，让他们忙个不停。

This is amazing advice on two levels, because number one, it just shoos people away, because most people are not serious, and so you gave unserious people a serious task that'll just keep them busy.

他们不会再回来，因为他们不会去做。

They won't ever come back because they won't do it.

而那些真正去做的人，到第100个视频的时候，他们再也不需要回来了。

And the people who do do it, by the 100th video, they never need to come back.

他们不需要他的建议了。

They don't need his advice.

他们忙着成功呢。

They're too busy with their success.

所以这个100条规则才是你真正应该遵循的算法。

And so this rule of 100 is the real algorithm that you should follow.

忘掉信息流吧。

Forget the news feed.

算法就是100条内容。

The algorithm is 100 pieces of content.

每次选一个，把它做好。

Each time, pick one and do it well.

如果你这样做，你会变得非常优秀，让他们无法忽视你。

If you do that, you will become so good that they can't ignore you.

今天的播客由我的朋友 Mercury 赞助。

Today's podcast is brought to you by my friends at Mercury.

他们提供世界上最好的银行产品。

They make the world's best banking product.

我想你已经知道了。

I think you know this already.

我所有的业务都在用 Mercury。

I use Mercury for all of my businesses.

我大概有七八家公司吧。

I think I have maybe seven or eight businesses.

我们所有公司的企业银行服务都用 Mercury。

We use Mercury as our business banking across all of them.

而且他们最近刚推出了个人银行账户，所以我的个人账户也开在那里。

And now they actually just launched a personal banking account, so I have my personal account there.

我已经把富国银行和摩根大通的账户都关了。

I moved off of Wells Fargo and Chase.

我现在完全只用Mercury。

I'm just all in on Mercury.

为什么？

Why?

我喜欢用起来方便的产品。

I like products that are easy to use.

我喜欢那种懂我、懂我需求的产品。

I like products that get me and the problems that I have.

所以，跟我太太开联名账户特别简单。

So, very easy to make a joint account with my wife.

开虚拟卡也很容易。

Very easy to spin up virtual cards.

一键就能拿到储蓄收益。

One click and I get savings yield.

我需要的东西都在一个地方，特别方便。

It just has all the stuff that I need in one place.

所以如果你在找市场上最好的银行产品，那绝对是Mercury。

So if you're looking for the best banking product on the market, it's definitely Mercury.

谁不同意这点，我就跟谁急。

I will fistfight anybody who disagrees with me on that.

去mercury.com/personal了解更多。

Go to mercury.com/personal and learn more.

Mercury是一家金融科技公司，不是FDIC承保的银行。

Mercury is a fintech, not an FDIC-insured bank.

银行服务由Choice Financial Group和Column, N.A.提供，均为FDIC成员。

Banking services are provided through Choice Financial Group and Column, N.A. Member FDIC.

这就是我给想成为创作者的人的非传统建议。

And so that's my unconventional advice for anybody who wants to be a creator.

我们来回顾一下。

Let's review.

所以你要做的第一件事，就是别再担心那些数字了。

So the first thing you will do is you will stop worrying about the numbers.

你要想的是，你希望什么样的人关注你，而不是有多少人关注你，然后试着倒着来做内容。

You will think about who you want to follow you more than how many people follow you, and you will try to make content working backwards.

想象他们现在就坐在你面前的那把椅子上。

Imagine they were sitting in that chair in front of you.

你能面不改色地跟他们说这些吗？

Could you with a straight face tell them this?

他们会兴奋，还是会觉得“这有点扯”？

Would they get excited or would they be like, "This is kind of whack"?

所以，关注“谁”，而不是“多少”。

So focus on who, not how many.

第二点，释放你内心的书呆子气。

Number two, unleash your inner nerd.

这就是让你与众不同的地方，它创造了一个世界，在那里有十亿人在创作内容，而你却不会有任何竞争，因为没有人能比得上你的品味，你热衷的那些东西，以及你比任何人都更痴迷于它们的方式。

It is what differentiates you, and it creates a world where somehow there's a billion people creating content, and you will have no competition because nobody can match your taste palate, the things you nerd out about, and the way you nerd out about them more than anybody else.

第三点，你要记住五个D。

Number three, you want to remember the five Ds.

所以当你创作内容时，把这些写下来。

So when you create content, write these.

我做过什么？

What have I done?

我提供什么？

What do I deliver?

我做什么？

What do I do?

我梦想什么？

What do I dream about?

我对什么着迷？

What do I dork out about?

这样就能生成你的内容清单了。

That creates your content list.

你需要在每一项下面再构思出一些故事线。

You want to create storylines underneath each one of those.

如果你花十分钟，在每个D下面头脑风暴一些想法，你就能有一整年的内容，一个可以随时去做的内容管道。

If you just sit for 10 minutes and you just brainstorm ideas under each one of those Ds, you'll have a year of content, a pipeline that you could then attack.

第四点，内容没有太长这回事。

Number four, there's no such thing as too long.

只有太无聊这一说。

There's only too boring.

内容应该多长，取决于它有多有趣。

Content should be as long as it is interesting.

这就是规则。

That's the rule.

第五点，别担心包装。

Number five, don't worry about packaging.

你要的是A+的内容配上C-的包装，而不是C-的内容配上A+的包装。

You want A-plus content with C-minus packaging, not C-minus content with A-plus packaging.

去看看你最喜欢的那些创作者。

Go look at all your favorite creators.

按时间最久排序。

Go sort by oldest.

去读读他们早期的作品。

Go read their old stuff.

那些内容很糟糕。

It's terrible.

包装总是很糟糕，但内容的趣味性一直都在。

The packaging is always terrible, but the interestingness was always there.

他们总是先找到热度，再打磨细节。

They always find heat first before they find polish.

第六点，刚开始数据不好的时候，关键不是盯着数据，而是建立一个让人想一口气看完的内容库。

Number six, the trick at the beginning when your numbers are low is to focus on not the numbers, but creating a binge bank.

把你的一个小时的内容做成像Netflix剧集一样。

Create your one hour of material like a Netflix show.

如果有人一口气看完你的内容，他们会说：“我爱这个人。”

If somebody binged you, they would walk away saying, "I love this person.

这个人太棒了。

This person's amazing.

真不敢相信他们粉丝这么少。

I can't believe they don't have a big following.

我真幸运能这么早发现他们。”

I'm so lucky to be here first."

第七点，记住，归根结底，你给人们的是感受，而不是信息。

Number seven, make sure you remember that at the end of the day, you deliver a feeling to people, not information.

找出那种感受是什么。

Find out what that feeling is.

大卫·布莱恩，他的感受是敬畏。

David Blaine, feeling is awe.

詹姆斯·克利尔的是自我控制。

James Clear's is self-control.

UFC的是那种“我的天哪”的瞬间。

The UFC's is holy shit moments.

CrossFit的是让人满足的汗水。

CrossFit's is a satisfying sweat.

弄清楚你想要传递的感觉，然后比任何人都更持续地传递这种感觉。

Figure out the feeling you want to deliver and then deliver that more consistently than anyone else.

那就是你的制胜策略。

That is your winning strategy.

最后，是MrBeast的100条法则。

And lastly, the rule of 100 from MrBeast.

如果你要做内容，先专注于做出100个作品，然后再评判自己，每次只尝试改进一件事。

If you're going to make content, focus on making 100 of them before you judge yourself, and each time, just try to make one thing better.

如果你真的下功夫，你会变得非常出色，让他们无法忽视你。

And if you do the real work, you will become so good they can't ignore you.

如果你看看现在人们对内容创作者的反感，那确实有点像对加工食品的那种感觉。

If you look at what people hate about content creators now, it's definitely like a processed foods type of thing.

就是整个东西感觉有点不真实。

It's like there's something artificial about the whole thing.

它失去了早期的一些魅力，那时候人们只是记录自己的生活，或者有人偶然间就积累了一批观众。

It lost some of the charm of the early days when people were just vlogging their life, or people would sort of stumble into an audience.

他们一开始并不是为了那个目的。

They didn't start for that reason.

他们只是在网上分享自己的工作，或者表达自己，或者展示自己的艺术，然后就有了粉丝。

They were just sharing their work online, or expressing themselves, or putting their art out there, and they would get a following.

现在大家都知道做这个有巨大的回报，所以吸引了一些不太对的人或者不太对的心态。

And now people know there's big rewards for doing it, and so it attracted kind of the wrong type of person or the wrong mentality.

而且我觉得在AI的世界里，电脑真的会制作出超级上瘾、超级娱乐的内容，剩下的就是当你遇到一个感觉真实的人的时候。

And I think in a world of AI, where literally the computer's going to be making content that's hyper-addictive and hyper-entertaining, what's going to be left is going to be when you bump into a person that feels real.

我们都有很好的辨别谎言的能力。

And we all have very good bullshit detectors.

我们其实能感觉到一个人是不是真实的，这种感觉很突出，也很不一样。

We can actually sense when somebody's real, and it stands out, and it's very different.

所以我觉得那才是不会让你被淹没的地方。

And so I just think that's going to be the place where the water's not going to drown you.

如果你真的那样做，那才是未来能持续下去的东西，而且我觉得现在人们比以往任何时候都更渴望这个。

If you actually operate that way, that'll be what sustains in the future and I think is what people crave more than ever now.

你看，比如Sam Sulek，他是个练健美的。

You see this, like Sam Sulek, he's a bodybuilder guy.

你就像能跟着他一起锻炼一样。

You just kind of get to go on a workout with him.

他一边练一边说话。

He talks while he's doing it.

挺真实的。

It's pretty live.

他感觉不像是在为你表演。

He doesn't feel like he's performing for you.