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今天的嘉宾是凯特·托洛。
Today's guest is Kate Tolo.
你可能没听过她的名字，但你一定知道她的作品，因为这个人：布莱恩·约翰逊。
You probably don't know her name, but you definitely know her work because of this guy: Bryan Johnson.
他就是那个想长生不老的人，你可能在网上看过他一些相当疯狂的帖子。
He's the guy who wants to live forever, and you've probably seen some pretty wild posts from him online.
简单介绍一下背景：2013年，他以8亿美元把他的支付公司卖给了PayPal。然后，他就有大把时间了。
Some quick context In 2013, he sold his payments company to PayPal for $800,000,000 Then, he had a lot of time on his hands.
于是他决定，对他来说剩下的最有趣的问题就是死亡。
So he decided that the most interesting problem left for him to solve was death.
所以他开始每年花超过200万美元，把自己变成科学实验品，试图证明他能阻止衰老，或者至少逆转衰老。
So he started spending over $2,000,000 a year to turn himself into a science experiment, trying to prove that he could stop aging, or at least reverse it.
但他一直是私下这么做的，直到五年前，凯特给他提了一个疯狂的想法：如果这个科学实验公开进行会怎么样？
But he was doing this privately until five years ago, Kate pitched him a crazy idea: What if the science experiment was done in public?
凯特是我们节目里最聪明的内容创作者之一，她带我们了解了他们从2000个粉丝涨到超过1000万粉丝所用的11条规则，还打印了实际的邮件、推文和缩略图来教我们这套策略。
Kate is one of the sharpest content minds we've ever had on the show, and she walks us through the 11 rules that they used to go from 2,000 followers to over 10,000,000, with the actual emails, tweets, and thumbnails printed out to teach us the strategy.
本期《Colin Smith Show》由我们的朋友Shopify赞助播出，这是我们自从开始线上职业生涯以来一直在用的平台，也是我们所有创作者朋友用来运营线上业务的平台。
This episode of the Colin Smith Show is sponsored by our friends at Shopify, which is the platform that we've been using since we started our careers online, and it's the platform that all of our creator friends use to run their businesses online.
这一集主要讲的是Kate和Bryan如何利用他们创作的内容，打造出他们的补充剂品牌蓝图。
This episode is a lot about how Kate and Bryan built their supplement brand blueprint off the back of the content they're creating.
这在当今互联网上是一个非常常见的商业模式。
And this is a really common business model today on the internet.
制作能触达特定受众的内容，然后为这些受众打造产品或电商品牌。
Make content that reaches a specific audience, build a product or an ecommerce brand that creates products for that audience.
这个流程已经非常成熟，以至于YouTube上甚至有了一个自然的整合功能，可以把你的产品放在视频下方。
And this pipeline is so built out that there's actually a natural integration on YouTube to put your products underneath your videos.
但我最近注意到，对于我们的品牌Press Publish来说，YouTube是我们最大的流量来源。
But something that I noticed recently is that for our brand, Press Publish, YouTube is our number one traffic source.
实际上，从YouTube点击进来的人的转化率非常低。
We actually have a really low conversion rate from people who click in from YouTube.
我是通过Shopify Sidekick知道这一点的。
And the way that I know that is because of Shopify Sidekick.
所以当你登录Shopify时，可以直接和你的店铺聊天，获取更多信息。
So when you log into your Shopify, you can just chat with your Shopify store to actually get more information.
然后我问了一个问题：我们怎样才能转化更多客户？
And so I asked the question, how could we convert more customers?
结果发现，我们有机会从YouTube上转化更多人。
And it brought to light that there's an opportunity for us to convert more people from YouTube.
它给出的一个建议是，为视频创建专门的商品集合。
One of the suggestions that it made was actually to create collections specific to videos.
所以如果有人在我们频道上看视频，看到视频里的产品，就可以直接点击购买。
So if somebody's watching a video on our channel and they see products in that video, they can click through and buy those products.
我们从创办Colin and Samir Show开始，就一直和Shopify团队合作。
We've been working with the Shopify team since we started the Colin and Samir Show.
我非常喜欢他们的一点是，他们的使命是培养更多创业者，他们通过提供工具、渠道和教育来实现这一点，像我这样对电商不太了解的人，也能登录Shopify快速学会如何支持我们的品牌。
And one thing that I really love is their mission to create more entrepreneurs, and they do that through providing the tools, access, and education for somebody like me who doesn't know that much about ecommerce to actually log in to Shopify and learn quickly the moves I can make to support our brand.
所以，如果你是一个内容创作者，一直在考虑开展线上业务，或者只是对开网店感兴趣，就去shopify.com/colinandsamir看看吧。
So if you're somebody who creates content, has been thinking about launching a business online, or just curious about launching an online business, go to shopify.com/colinandsamir.
现在，我们来聊聊和凯特·托洛的那期节目。
Now for our episode with Kate Tolo.
好的。
Alright.
凯特，欢迎来到我们的节目。
Kate, welcome to the show.
谢谢你们的邀请。
Thanks for having me, guys.
那你是谁呢？
And who are you?
我是布莱恩·约翰逊品牌背后那个人，很多人没意识到这一点。
I am the person behind Bryan Johnson's brand that a lot of people don't realize.
我是他的联合创始人。
I'm his cofounder.
我还是他的女朋友，五年前我们一起启动了那个项目。
I'm also his girlfriend, and we started this project together five years ago.
所以很多人都知道布莱恩·约翰逊。
So a lot of people know of Bryan Johnson.
那些爆款内容，都是他和我这五年来一起做的。
All of that viral content work, he and I have been working on together for the last five years.
所以从我们在YouTube上看到的，到Twitter上看到的，甚至你们还拍了一部关于他追求……的Netflix纪录片。
So everything from what we see on YouTube to what we see on Twitter to even, like, you guys made a Netflix documentary all about his pursuit of
永生。
Immortality.
永生。
Immortality.
对。
Yeah.
就是不死。
Of not dying.
对。
Yeah.
对。
Yeah.
所以，五年前我们刚开始的时候，Instagram上只有2000个粉丝。
So, like, five years ago, we started with 2,000 Instagram followers.
现在五年过去了，我们有了Netflix纪录片，600万粉丝。
Now after just five years, we've got the Netflix documentary, 6,000,000 followers.
我们刚刚从星光熠熠的阵容里筹集了6000万美元，从Alex Momozzi到Kim K，Paris Hilton，还有Jay Shetty，你随便挑。
We just raised $60,000,000 from a star studded lineup from Alex Momozzi to Kim K, Paris Hilton, like Pick Your Jay Shetty.
我们每个月仅通过媒体曝光就能触达大约3亿人。
We reach about 300,000,000 people monthly through press alone.
所以，我觉得我们在世界上独特的地方在于，我们不仅在一个领域掌握了内容创作，还能在多个领域做到，不仅在社交媒体上，还包括媒体和新闻通讯。
So the thing that makes us, I think, unique in the world is not only have we been able to master the content game in one area, we've been able to do it across many, not only on social, but also in press and also newsletters.
所以今天我要向你们展示的是，当我们刚开始的时候，我甚至不知道营销这个词是什么意思。
And so what I'm gonna show to you today, when we first started this, I didn't even know what the word marketing meant.
我学到的一切都是在工作中边做边学的。
Like, everything I've learned has been on the job.
所以我想把过去五年学到的东西，尽量简化成一个大的总结。
And so I'm gonna try and, like, simplify this into one big package of everything we've learned across the last five years.
你的基础是，我有个非常有趣的故事要讲。
Your baseline is, I have a really interesting story to tell.
比如，如果你在派对上讲这个故事，大家马上就会感兴趣。
Like, if you told this story at a party, people are immediately interested.
有个人想长生不老。
There's a guy who's trying to live forever.
对。
Mhmm.
而且他每天吃一百颗药。
And he's, you know, taking a hundred pills a day.
他还在测试他儿子的血液。
He's testing his son's blood.
这里面有太多内容了，你甚至不用拍视频，就会想说，快告诉我更多，快告诉我更多，快告诉我更多。
Like, there's so much in there that you're like, immediately without even making a video, you're like, tell me more, tell me more, tell me more.
没错。
That's right.
对。
Yeah.
所以我很好奇，当不是每个人都有这样的故事时，你对YouTube内容创作或互联网内容创作有什么了解？
So I'm curious about, like, what you've learned about even YouTube content creation or Internet content creation when not everybody has a story like this.
是的。
Yes.
在开发这一切的过程中，我甚至在自己的频道上测试过。
In developing all of this, I even tested it on my own channels.
我在Instagram上也有大约2000个粉丝，差不多这样。
I had, like, 2,000 followers on Instagram as well, something like that.
我发布了第一个视频，结果获得了超过一百万次观看。
I published my first video and it got, like, over a million views.
那个视频是关于印度空气污染的，用的是同样的框架。
And that was on air pollution in India using the same framework.
所以你看，我真的相信，比如我们在Twitter上发很多关于睡眠这种很平常的话题，也能获得很多关注。
And so that's like, you know, I I do genuinely believe and we post a lot on Twitter, for example, about very benign topics like sleep, and we can still get a lot of traction behind it.
所以，确实，这里面有核心内容本身有趣的因素。
So, yes, there's an element of the raw core interesting.
我觉得我们就是这样起步的。
I think that that's how we got started.
对。
Yeah.
但根据我的经验，这个框架即使对平常话题也有广泛的吸引力。
But this framework has, in my experience, mass appeal even for benign topics.
明白了。
Got it.
我们要开始讲这个吗？
Should we get into it?
好，开始吧。
Let's Yeah.
那就开始吧。
Let's do it.
我想分享的第一件事就是如何创作出爆款内容。
So the first thing I wanted to share is how to create viral content.
我觉得很多人其实不太清楚这个领域的运作方式。
I think a lot of people don't know the space operating in.
他们和算法之间的关系非常复杂。
They have a really complicated relationship with the algorithm.
对。
Mhmm.
所以我喜欢这样想：我把自己想象成在夜店里，就拿Instagram来举例吧。
And so the way I like to think about it is I imagine that I'm at a nightclub, and let's just take Instagram for example.
想象你就在Instagram这家夜店里。
Imagine you're at the Instagram nightclub.
这是全城最顶级的夜店。
It's the most exclusive club in town.
里面的人比外面少得多，名额也少得多。
Inside, it's far few slots than what's happening on the outside, far few people on the inside than what's happening on the outside.
每个人都在享受人生中最美好的时光。
And everyone's having the best time of their lives.
他们在跳舞。
They're dancing.
气氛超好。
It's vibing.
那里就是最值得去的地方。
It's like the place to be.
在俱乐部里面，你也可以把海报贴在墙上，这有点像付费广告。
Inside the club, can also have, you know, your posters up on the wall, that's kinda like paid advertising.
但要真正进入俱乐部，你得成为其中一员，还得为俱乐部的氛围做出贡献。
But to really get inside the club, you need to be one of the people, and you need to be contributing in vibe to the club.
你和俱乐部之间隔着的就是门卫，而门卫就是算法。
The thing between you and being inside the club is the bouncer, and the bouncer is the algorithm.
你现在正在排队，想进这家俱乐部。
And you're currently in line trying to get into the club.
关于这一点，有几件事值得注意。
And so there's a couple of things to note about this.
你创作内容的唯一任务，就是搞清楚门卫需要什么。
Your only job in creating content is to understand what the bouncer needs.
你得跟门卫搞好关系。
You need to befriend the bouncer.
门卫希望里面的人玩得开心。
The bouncer wants people inside to have a great time.
所以门卫从来不想让人离开。
So the bouncer never wants the people to leave.
听起来有点反乌托邦，但事实就是如此。
It's dystopian, but it's true.
就算有人走了，他们也希望这些人能带朋友来，明天再来，一直待在俱乐部里。
What if they do leave, they want to bring their friends, come back tomorrow, and just, like, constantly be in the club.
所以门卫要找的是那种能引发强烈情绪、让人投入的内容。
So the bouncer is looking for highly emotional engaging content.
他不在乎是什么情绪，不管是充满希望、悲伤、震惊、吓人、有见地、有教育意义，还是别的什么，他就是想让里面的人有深刻的感受。
Doesn't really care what kind of emotion, whether it's hopeful, sad, shocking, scary, insightful, educational, some sort of he wants the people on the inside to feel deeply.
门卫的好处在于，这就是交换条件。
And the good thing about the bouncer is that that's the exchange.
你不用担心你有多少粉丝，不用纠结是不是每周二发帖，也不用管是不是一次发一百条。
You don't need to worry about how many followers you have, whether or not to post every Tuesday or not, whether or not to post a 100 times at one time.
只要做出好内容，让里面的人玩得开心就行了。
It's just create good content that people on the inside have a good time with.
还有一件事，我觉得很多人没意识到，就是你可以试一百次。
And the other thing that I think a lot of people don't realize about the bouncer is that you can try a 100 times.
如果没成功，那其实是好事，因为里面的人根本看不到。
And if you don't succeed, that's actually good because the people on the inside don't ever see.
所以就算只有一百次观看，也完全没什么风险。
So if you get a 100 views, there's literally no risk for that.
没有任何坏处。
There's no downside.
所以最好的做法就是凭直觉去感受和这个守门人的关系。
So the best thing to do is to intuitively feel the relationship with the bouncer.
发，发，发。
Post, post, post.
如果你的某个视频有200次观看，而你的平均是100次，那里面就有某种信号，你可以开始顺着这个信号走。
If one of your videos gets 200 views versus your average of a 100 views, there's some sort of signal there that you can start to follow.
继续发帖没有任何风险。
And there's no risk in continuing to post.
所以我总是说，试了又试，努力进入算法内部。
So I always say, like, try and try and try and get it get inside the the algorithm.
这就是我对内容的看法。
So that's how I think about content.
我听到的理解是，你想成为那个端着托盘走进去的人。
So the the way I heard that is, like, you wanna be the person who walks in with a tray of shots.
对。
Yes.
对吧？
Right?
就像，真的，
Like literally
相当于
equivalently to
对。
Yes.
你提供了什么
What are you providing
给这个
to the
派对，让派对变得更好？
party that makes the party better?
百分之百。
A 100%.
这就是你思考它的心智模型。
Is the mental model of how you think about it.
对。
Yes.
而且，是的，这挺有意思的。
And, yeah, it's interesting.
就像你手里拿着新东西走向门卫一样。
It's like you're walking up to the bouncer with, like, new things in your hand.
我也喜欢这个画面：如果你失败了，门卫说你不能进去，里面的人反正也不知道你进不去。
I also like the visual of if you fail and the bouncer says you can't get in, no one inside knows you couldn't get in anyway.
对。
Yeah.
真的没有任何风险。
There's literally no risk.
而且事实上，你非常受欢迎，最棒的是那个门卫是站在你这边的。
And in fact, you're highly and the cool thing is the bouncer is on your side.
就像那个门卫，如果你带了好东西来，那就太好了。
Like the bouncer is like, if you come with something good, great.
欢迎你。
Love you.
快进来吧。
Come on in.
所以并不是人们想象的那种神秘关系。
Like so it's not this people have this, like, mysterious relationship.
其实不是的。
It's like, no.
他们只是希望里面的人能玩得开心。
They just want the people on the inside to have a good time.
这就是你唯一的任务。
Like, that's your only job.
你知道吗，在当今这个世界，进不去的感觉确实让人觉得风险特别大。
You know, it's it feels like in today's world, it does feel extremely high stakes to not get in.
是的。
Yes.
感觉你会以某种形式被人嘲笑。
It feels like you will be laughed at in some shape or form.
对吧？
Right?
或者类似那样。
Or like that.
对。
Yeah.
但有意思的是，没人会知道。
But it's an interesting note to say no one will know.
这恰恰是相反的真相。
It's literally the opposite truth.
对。
Yeah.
对。
Yeah.
我和萨米尔经常用派对来比喻品牌合作。
Samir and I often talk about this party analogy in terms of brands.
就是说，如果你要和一个品牌合作，就像邀请一个朋友来参加派对。
Like, if you're gonna partner with a brand, it's like inviting a friend to the party.
对吧？
Right?
所以你得确保你带来的品牌能在派对上和大家玩得来，还能提升大家的体验，这样大家就不会说，哎呀，我不想再见到那个人了。
So you wanna make sure that you bring a brand who can hang out at the party and elevates the experience for everyone so that they're not like, oh, I don't want that person coming back anymore.
完全同意。
A 100%.
但我之前真没想过，我自己也应该考虑一下
But I never really thought about the fact that I too should be thinking about
你给这场派对带来了什么，对。
What you're bringing to the Yeah.
对。
Yeah.
对。
Yeah.
我觉得这真的是一个很好的，这真的是一个很有用的模型，说实话。
I think it's a really good that's a really helpful model, honestly.
对。
Yeah.
就像，我们带来了什么，对。
Like, what are we bringing Yeah.
来参加这场派对，对。
To this party Yeah.
让它变得更好？
To make it a better party?
所以Instagram是一个俱乐部，但你有一整排的俱乐部。
So Instagram is one club, but you've got, like, a whole lineup of clubs.
你有YouTube，所有这些社交平台，但你还有《纽约时报》。
You've got, you know, YouTube, all these social places, but you also got The New York Times.
我觉得很多人没意识到，现在任何发布内容的公司其实都是一个夜店。
I think a lot of people don't realize that literally any company that puts out content these days is a nightclub.
所以《纽约时报》的首页是一个精心策划和优化的首页，就像YouTube首页的各种标题和缩略图一样，而且你完全可以相信他们在做A/B测试，来弄清楚他们的受众，也就是他们俱乐部里的人，最喜欢和他们一起享受什么。
So the New York Times homepage is a highly curated optimized homepage, just like the YouTube homepage of the various title thumbnails of their stories and that you best believe they're AB testing that to figure out what does their audience, the people inside their club best enjoy with them.
也许那更像是他们俱乐部的一种稍微高档、稍微纽约小资的氛围。
Maybe that's more like a slightly upscale, like slightly more New York bougie vibe for their club.
所以作为记者，你现在的工作就是努力创造这样的氛围。
And so you're you're trying to create like as a journalist, that's now their job.
他们就是内容创作者。
They're content creators.
同样，甚至像iPhone应用的主屏幕也是如此。
And same thing for even take something like an iPhone application home screen.
那也是一个俱乐部。
That is a club too.
如果优步外卖在考虑他们正在竞争你主屏幕上的十个位置，他们就需要让自己的体验尽可能最好，以与其他试图吸引你注意力的各种事物竞争。
And if Uber Eats is thinking about they're competing for 10 slots on your homepage, they need to make theirs the best vibe they possibly can to compete with the various other things that are trying to get your attention.
所以我们如今生活在这个注意力经济时代，每个人都在用同样的夜店模式运作。
So we live in this attention economy nowadays where everyone is operating with the same nightclub model.
那我们是不是该进入正题了？
So should we get into the time?
因为感觉前面都是铺垫。
Because it feels like prelude me.
就是这个。
This is it.
你们在桌上看到的，是我总结的病毒式传播的十一条规则。
What you guys see on the table here are my 11 rules for virality.
第一条，永远不要假设，要不断测试，因为即使是在这个领域待了很久、对什么会有效果有很强直觉的人，也要不断测试。
And so this is, number one, never assume, always test because even someone who's been in this world for a long time and has a pretty strong bias to what's gonna work, always test.
所以这就是第一个例子。
So that's that's example number one.
现在我们进入邮件内部，这是首屏位置。
So now we're inside the email, and this is above the fold.
他们的主题行是一样的。
So they've the subject line's the same.
我们这里唯一测试的是产品上方的文案。
The only thing we're testing here is the copy above the product.
所以就是两个文案示例。
So just two copywriting examples.
顺便说一下，澄清一下，这就是让我感兴趣的地方，而且我是这个的订阅者，不，等等。
By the way, just to clarify, this this is what got me, and I'm a subscriber to this, to the No way.
波托马克。
Potomac.
对。
Yeah.
不会吧。
No way.
所以，跟大家说一下，
So just just so everyone
所以你知道答案了？
So you know you know the answer?
我不知道，但我可以告诉你是什么打动了我，我订阅了这个，已经订了十八个月了。
I don't I can tell you what got me, but I have purchased this on a subscription, I've and been a subscriber for the past eighteen months.
太棒了。
Amazing.
每天早上都喝。
Take it every morning.
嘿。
Hey.
那太棒了。
That's awesome.
对。
Yeah.
对。
Yeah.
有两个，这个你们怎么称呼？
There's two what would you call these?
促销？
Promotions?
比如，怎么称呼，推销词，行动号召？
Like, how how do you just pitches, c calls to action?
对。
Yeah.
行动号召。
Calls to action.
一个说的是这是Blueprint的长寿混合配方。
One says this is for Blueprint's longevity mix.
上面说，营养上相当于一千八百零八卡路里的食物。
Says nutritionally comparable to one thousand eight hundred and eight calories of food.
含有13种活性成分，支持能量、新陈代谢、恢复和活力。
13 health actives to support energy, metabolism, recovery, and vitality.
开始长寿混合饮品。
Start longevity mix.
另一个说，吃几公斤食物，或者来一勺。
The other one says eat kilos of food or have one scoop.
每天喝这些，补充13种关键营养素。
Drink these 13 key nutrients daily.
我肯定选B。
I'm gonna definitively say B.
对。
Yeah.
我也选B，就图个简单。
I I would say B just out of simplicity.
但现在我因为“营养上”这个词又开始犹豫了，不过咱们就都选B吧。
But now I'm second guessing because of the word nutritionally, but let's just both go B.
那是对的。
That would be correct.
好的。
Okay.
对。
Yeah.
所以我的理由也是一样的。
And so my argument would also be the same.
这就是内容的妙处——你永远无法真正知道什么有效，什么没效。
Like, that's the cool thing about content is you can never really know what actually worked or didn't work.
对吧？
Right?
只是猜测而已。
It's just a guess.
对。
Yeah.
但我的猜测也是这里的简洁性，容易理解。
But my guess would also be the simplicity here, the easy to understand.
而且，视觉上感觉像是一大堆食物。
Also, feels visually like kilos of food.
你可以大概想象出那是什么样子。
You can kind of imagine what that looks like.
卡路里这个词是人们在意的。
The word calories is something that people care about.
而营养上这个词，在人们脑海里几乎开始变得复杂起来。
Whereas the nutritionally, almost starts to get dense in people's minds.
营养上这个词，是的，它确实很复杂。
The word nutritionally is, yeah, it's very dense.
而且我觉得我们在文案写作中学到的是情感和理性句子的结合，对吧，甚至是推销话术。
And I think what we've learned in copywriting is the mix of emotional and rational sentences, right, or even pitches.
是的。
Yes.
而且你应该更侧重情感方面的表达，对吧？
And that you should over index on the emotional, right?
比如有人说牛仔裤60美元或以下，这基本上是在告诉我大脑的理性部分，而理性部分其实不如情感部分更能推动决策。
Like somebody saying jeans at $60 or under, it's like you're mostly telling me the rational part of my brain, which doesn't really drive as much decision making as the emotional part.
完全同意。
Totally.
但如果你说，比如，我也不知道。
But if you said, like, I don't know.
我的意思是，你看李维斯，很少跟你讲那些理性的东西。
I mean, if you look at Levi's, like, rarely pitches you the the rational thing.
它只是给你展示一种酷酷的生活方式，或者像Wrangler那样。
It just shows you a cool lifestyle or like a Wrangler.
它展示的是一种酷酷的生活方式。
It's showing you a cool lifestyle.
所以这里就是说，要么吃好几公斤的食物，要么就吃一勺。
So here it's like eat eat kilos of food or have one scoop.
这更偏向情感层面，就像，哦，酷。
That's more emotional where it's like, oh, cool.
我可以选择难的路，也可以选容易的路。
I could either do the hard thing or the easy thing.
对。
Yes.
对。
Yes.
我觉得这也挺不理性的。
Which I guess is also irrational.
所以第二点。
So number two.
你可以一次次尝试，而且实际上失败是看不见的。
You can try and try again, and actually failure is invisible.
这太有意思了，因为我觉得失败是非常明显的。
That's so interesting because I feel like failure is wildly visible.
这是我焦虑的事情之一。
It's one of my anxieties.
不过我们可能有点不一样，因为我们经常做关于做视频的视频，所以我们的观众非常关注。
We may be a slightly different case, though, because we make videos about often making videos, and so our audience is very plugged in.
一旦我们某个视频表现不好，他们马上就会来，甚至帮我们一起改进。
In the moment that one of our videos doesn't do well, they're there immediately to even try and workshop it with us.
不总是恶意的评论。
It's not always a hate comment.
就像，
It's like,
哦，我注意到这个视频表现不太好。
oh, I noticed it didn't do too well.
对。
Yeah.
对。
Yeah.
这有点不一样。
This is a We're bit of a different kid.
对。
Yeah.
我完全同意你的看法。
I functionally agree with you here.
对。
Yeah.
但这也要看你的品牌发展到什么程度，因为失败在初期是看不见的。
But it also depends on where you get to with your brand because failure is invisible in the beginning.
如果是这样的话，比如有3万人看了20个视频，而你通常希望达到20万左右的观看量，即使在这种情况下，不是说3万不重要，但相对于你努力要达到的规模来说，这几乎是可以忽略不计的。
If that's the case, if 30,000 people watch 20 videos and typically you want to hit like 200,000 or something like that, even in that case, like, don't want to diminish the 30,000, but like that's practically invisible for the scale that you're trying to get at.
明白了。
Got it.
所以那三万人，也许你能跟他们产生共鸣，因为Instagram上也是这样。
And so those 30,000 people, maybe you can relate to them because like that's true for Instagram too.
就算我有两千个粉丝，我发个视频只有一百个人看，那种感觉跟你说的是一样的。
Even if I post if I have got 2,000 followers and I post a video and it gets a 100 it's gonna feel the same as what you're talking about.
对。
Yeah.
那一百个看的人，很可能就是算法推送给我的最亲近的人。
Those a 100 people that watched are probably gonna be closest people to me that the algorithm served the content to.
所以他们才会看到这个失败。
And so they're the ones that are gonna see this failure.
但从长远来看，这不算什么。等你们以后有了两千万粉丝或订阅者，那三万这个数字就会显得微不足道了。
But in the grand scheme of things, it's not you know, so like in someday, when you guys have 20,000,000 followers subscribers, that 30,000 number is going to feel insignificant.
你明白我的意思吗？
You know what I'm saying?
所以你现在能同样地看待这件事吗？
And so can you relate to it in that same way now?
对。
Yeah.
我很难去想这个问题，因为我觉得随着我年纪越来越大，我对小数字反而越来越感到惊讶。
Hard for me to think about that because I think as I'm getting older, I'm getting more astonished by smaller numbers.
所以，比如三万人看某个东西，如果他们看的时间很长，对我来说现在感觉比四年前更有分量，那时候可能觉得得七十万或一百万人看才行。
So, like, 30,000 people watching something, if they watch for a long period of time, is actually feels almost more substantial to me now than, you know, probably four years ago when it was like, it needs to be 700,000 or a million people.
我很难去想象那么多人的概念。
Harder for me to conceptualize that amount of people.
但我明白你的意思。
But I understand what you're saying.
对，是的。
That Yeah.
我觉得这个基础是对的，如果一百个人看了一个Instagram视频，我会很焦虑，但就是一百个人看了，其他人根本没看到。
The basis of this, I think, is correct that if 100 people watch an Instagram reel, that would give me a lot of anxiety, but it's like 100 people watched it and the other people didn't even see it.
我觉得有时候这也取决于你怎么看待这个平台。
Think sometimes it depends how you value the platform too.
对我来说，TikTok上不管视频有100次观看还是1000万次，我其实都不太在意。
TikTok, for me, I couldn't care less personally if something got 100 views or 10,000,000.
就是感觉没那么强烈。
It's just like I don't really feel it in the same way.
但YouTube就不一样了，它跟我们的身份太紧密了，所以我……
Whereas YouTube, it's just so core to who we are that I
感觉YouTube上的关系特别深厚，就像你真的认识这些人，因为你跟他们相处了很长时间。
feel the relationship is so rich on YouTube where feels like you really do know these people because you sit with them for so long.
所以，是的，我理解。
So, yeah, I get that.
好的。
Okay.
我们来看看第三个问题吧？
Should we look at number three?
嗯。
Mhmm.
所以这个就是先从文字开始。
So this is start in text first.
这是我试图告诉团队的一个理念，关于如何写内容。
And so this is a philosophy that I try to, tell the team on how to write content.
我总是告诉他们先从文字开始，因为如果你能把文字叙事做到完美，一切都会变得
And I always tell them start in text first because if you can perfect the text storytelling, everything becomes
百分之百同意。
thousand percent agree.
比如，作为一个视觉型的人
Like, as a visual person
对。
Yes.
讨厌文案写作的人
Who hates copywriting
对。
Yes.
我还是会先写文字。
I still tell a certain text.
比如，读起来像不像一篇文章？
Like, does it read like an essay?
对。
Yes.
如果是的话，那就是个好故事。
If it does, then it's a good story.
或者，如果你先写文章，你就能发现故事里的漏洞。
Or, like, you can you can find the gaps in the story if you write the essay.
对。
Yes.
没错。
Exactly.
所以，这里有个例子。
So, here is an example of this.
所以，我会给你们每人一份这个，然后快速翻一遍。
So, what I'm gonna give you each of this and just flick through them.
好的。
Cool.
你们手里拿的是一份文本格式。
So what you have in your hands is a text format.
嗯。
Mhmm.
你们就从那个开始。
And you start with that.
然后接下来就是怎么把它转化成图像。
And then how do you visualize that in imagery comes next.
明白了。
Got it.
那挺酷的。
That's cool.
对。
Yeah.
所以这里说，五年前我决定把自己当成一个科学实验。
So this says five years ago, I decided to become a scientific experiment.
我往杯子里尿尿，拔头发，往容器里射精，往试管里吐口水，做超声波、核磁共振，测基因组，做了一堆检查。
I peed in cups, plucked my hair, ejaculated into containers, spit in tubes, ultrasounds, MRIs, my genome, bunch of list of things that was done.
然后这里说，只要能测量的，我们都测了。
And then it says, if it can be measured, we measured it.
所以我们看到的画面，基本上就是这些事真实发生的场景，配合这些文字。
And so then we're seeing images of basically the reality of this stuff happening, the visuals against this.
没错。
That's right.
基本上就是那些背景素材。
The b roll, basically.
比如说，我想拍一组产品照片。
Let's say I'm trying to do a product photoshoot.
你知道，就像那种有故事感的拍摄，我可能会把产品放在白墙前面，拍一张照片。
You know, like, that anchoring storytelling, I might decide to put my product against a white wall, take a photo of it.
但如果你换个角度想，这其实是个科学实验，而且我有个清晰的故事线，那突然之间，你的产品容器就变成了培养皿。
But if you if you look at it from the lens of, well, this is a scientific experiment, and I have this clear story, then all of a sudden, you have a petri dish as the container for your products.
哦，我明白了。
Oh, I see.
所以这些胶囊被拍下来，这就是产品摄影。
So like these capsules being photographed, this is product photography.
是的。
Yes.
那是在我们网站上。
That's on our website.
我们就是这样卖我们的精华胶囊的。
That is how we sell our essential capsules.
好的。
Okay.
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那真的很棒。
That's really good.
而且这讲述了故事，是的。
And this tells the story Yes.
这就是科学的结晶。
That this is the summation of science.
是的。
Yes.
没错。
That's right.
没错。
That's right.
那真的很棒。
That's really good.
那太好了。
That's great.
那真的很好。
That's really good.
我很高兴。
I'm glad.
对。
Yeah.
好。
Okay.
不错。
Cool.
我觉得我们在这里说的东西感觉非常根本。
I think what we're saying here feels so fundamental.
我们俩都是从小运动长大的，我经常想到这一点，就像教练总是强调基本功。
Both of us grew up playing sports, and I think about this all the time of, like, the coaches would always preach fundamentals.
明白。
Mhmm.
我记得我听到的时候，就像史蒂文·巴特利特说的，它变成了背景噪音。
And I I remember I would like you would hear it, and as Steven Bartlett says, it would turn into wallpaper.
大家都说太多次了，你就不当回事了。
Like, everyone said it so often that you'd be like, whatever.
我都不知道你在说什么了。
Let me I don't even know what you're talking about anymore.
你说的是基本功。
You say the fundamentals.
现在我在内容创作中想到这一点，那些你很容易忽视的基本功是什么。
And I think about that in the context of content creation now of what are the fundamentals that you overlook so easily.
甚至最近，我们拍照片时都没有参考照片。
And it's even down to recently, like, we were doing photoshoots without reference photos.
对。
Yeah.
完全同意。
Totally.
这其实是很简单的一件事，比如，我们到底想拍什么样的照片？
That is such a simple thing to do of, like, what is the photo we're trying to take?
对。
Yeah.
我们找张参考照片吧。
Let's have a reference photo.
对。
Yeah.
先把它说清楚。
Articulate it first.
就是，让我们先看看，这样大家都知道我们要做什么，而不是随便拍几张。
Just just let's just see it so everyone knows what we're trying to do rather than we'll take some photos.
明白。
Mhmm.
这确实，我是说，差别真的很大。
It has been, I I mean, like, substantially different.
这真是颠覆性的改变。
Game changer.
对。
Yeah.
你在这里给我们展示的，我觉得已经超越了参考照片的范畴，我们想让别人从照片中感受到什么样的故事？
And what you're showing us here, think, is like beyond even reference photos, what's the story we want someone to gather from the photo?
没错。
Correct.
正是如此。
Exactly.
是的。
That's yeah.
这真的很棒。
That's really good.
我完全同意先确定文字内容再开始拍摄。
I firmly agree with start and text first.
太棒了。
Amazing.
我喜欢这个。
I love that.
不过，怎么先写文字呢？
How to write text, though, first?
这确实是个不小的挑战，但其实也挺简单的。
That's that's quite a difficult challenge, but it's actually quite simple.
我是这么想的，写文字就三步。如果我打开一个谷歌文档，我会想，好，我想讲一个关于睡眠的故事。
And so the way I think about it is three steps on writing my if I go down into a Google document, I'm like, okay, want tell a story about sleep.
所以第一步，就是用最简单的语言把想法说出来。
So the first step is articulate in words as simply as possible.
别担心怎么营销你想表达的内容。
Don't worry about marketing what you're trying to say.
很多时候，我们在讲故事的时候，其实自己都不清楚想说什么。
So frequently when we're trying to storytell, we're not even clear on what we're trying to say.
然后我会拿那段话，从‘怎么给听众创造价值’的角度重新写一遍。
Then I take that and I rewrite it from the value of how can I create value for the person listening?
所以我就用原来的措辞，然后想，好，我怎么创造价值？
So I take that exact wording and I say, okay, how can I create value?
然后我就重写。
And I rewrite it.
第三步是，我会问自己，这段文字里最八卦、最吸引人的点是什么？
Then the third step is I say, what is the most gossipy element of this text?
然后我会把它提到最前面。
And then I pull it up to the front.
对。
Mhmm.
你们有没有什么特别想让它火起来的内容？
Is there something you guys would want to go viral?
我对‘火’这件事特别害怕。
I'm terrified of virality.
我的意思是，
I mean,
我们来想想现在在推广什么。
what are let's think about what we're marketing right now.
比如Press Publish LA。
Like press publish LA.
我觉得我们的
Think our
活动是个很好的选择。
event is a great one to stick with.
我们5月28日有个活动，叫Press Publish LA。
We're having an event on May 28 called Press Publish LA.
好的。
Okay.
不错。
Cool.
那是最好的一个。
That's best one.
跟我说说看。
Tell me about it.
这确实是我们现在要做的，我们要邀请500位创作者和娱乐行业的人士，一起讨论媒体的未来，不仅有台上的小组讨论，还有机会让大家聚在一起。
It's very much this moment we're bringing 500 creators and people in the entertainment industry to discuss the future of media, both from like panels that happen on stage, but also just to be in the same room.
活动在洛杉矶的福克斯制片厂举行，这标志着独立数字创作者和好莱坞传统机构这两个世界的融合终于到了一个关键点，双方都意识到必须找到合作的方式。
It's at the Fox Studios lot in LA, and it's this acknowledgment of the merging of these two worlds of the independent digital creator and the institution that has been Hollywood have kind of finally come to a head and agreed they have to figure out how to work together.
我们已经从新闻中看到，比如Netflix和创作者达成协议。
We've seen that through the headlines of, like, Netflix making deals with creators.
他们也看到，比如YouTube现在转播奥斯卡颁奖典礼。
They've seen it through, like, YouTube is now carrying the Oscars.
现在有一种融合和共识，娱乐的未来既来自这些独立玩家，也来自传统玩家。
There's this like meshing and acknowledgment that the future of entertainment is happening both from these independent players as well as the legacy players.
对。
Mhmm.
所以我们希望负责把他们聚在同一个房间里。
So we want to be responsible for getting them in the same room.
好的。
Okay.
那现在，我们能不能把这些都整合起来，这对来到那个房间的人有什么价值？
And now can we take all that and what value does it bring to the person who comes to that room?
房间里的与会者。
The attendee in the room.
对。
Yeah.
我觉得有一个元素是社区。
Think there's one element which is community.
每个来的人都会觉得他们遇到了可以合作、可以学习的人。
Everyone who comes feels like they've met someone that they can work with, learn from.
而且这也是仅限申请的。
It's also application only.
所以有一种排他性的感觉，就像，哦，我得进那个房间。对。
So there's a bit of an exclusivity feeling of like, oh, I got to be in that room Mhmm.
在那一刻。
In that moment.
对。
Mhmm.
当然，还有实实在在的收获，他们在台上学到的东西，让他们觉得自己领先了一步。
Of course, there's, like, tangible takeaways of what they learn on stage, they feel like they're ahead.
对。
Mhmm.
是的。
Yeah.
我觉得我们一直都有这种感觉，但这类活动的价值主张就是，别被落下。
I think we have always felt this more internally, but like the value proposition of these events is like, don't get left behind.
哦。
Oh.
就像我们在推动未来发展的叙事。
Like we are pushing the narrative of what's happening in the future.
对。
Yeah.
对吧？
Right?
我们实实在在地告诉你如何参与这个行业的未来。
We're informing you tangibly how do you engage with the future of this industry.
对。
Yeah.
所以心里有点那种想法，我脑子里一直有这个念头。
So there's a bit of like, internally, I have that thought in my head.
对。
Yeah.
所以作为创作者，你不觉得这就像一直在跑步机上跑吗？
So it's like it's always like, as a creator, don't you feel like it's a constant treadmill?
其实挺孤独的。
It's actually lonely.
很多时候，你都是一个人在干活。
Oftentimes, you're working on your own.
你就像在跑步机上，得不断跟上新内容更新的节奏。
You're on this treadmill where you have to keep up with all the new content coming down the pipeline.
我们的存在就是为了帮你走在前面。
We exist so that we can help you get ahead of it.
而且我们有个特别棒的新东西。
And we've got this amazing new thing.
你有没有注意到，这些公司开始被收购了？
Have you noticed that all these companies are starting to get bought up?
这些YouTube频道都被大型媒体集团收购了。
All these YouTube channels are getting getting bought up by these big conglomerate media companies.
我们其实已经走在前面了。
We're actually getting ahead of it.
在这种情况下，你不想被落下吧。
You don't wanna be left behind in this situation.
来参加我们的活动吧。
Come to our event.
我们这里其实两方都有。
We're actually having both parties here.
你可以从中受益，等等等等。
You can benefit from it, blah blah blah blah blah.
差不多就是这样。
Something like that.
对。
Mhmm.
对那个人有价值。
Value for the person.
这次经历中最八卦的部分是什么？
What's the most gossipy part of this experience?
顺便说一句，最八卦的部分就是编剧室。
Like, by the way, the gossipy thing is, like, writer's room.
大家有个不成文的约定，就是什么都能聊。
Like, the the sworn agreement is that anything goes.
你得让脑子跑到最疯狂的边界去。
You kinda need to let your brain go to the absolute edges of what's possible.
对。
Yes.
明白。
Mhmm.
这其实是卡罗琳娜六年前和野兽先生第一次见面时说的第一件事，他当时就是这么说的。
That was actually one of the first things Carolina and spent time with mister beast six years ago, he said that exact thing.
是的。
Yeah.
他说，你得让脑子跑到最远的极端，然后再拉回来。
He said, we you gotta let your brain go to the furthest extreme and then pull it back.
对。
Yes.
找出哪些符合品牌形象，哪些不符合。
Find what's on brand and what's off brand.
但要说最八卦的事，我觉得光是申请制这一点就挺有八卦意味的，因为有人能进，有人进不了。
But to give you the most gossipy thing, mean, I think the fact that it's application only has a gossipy element to it because there's people who get in and don't get in.
明白。
Mhmm.
我不知道怎么定义八卦，除了那种高中时代的感觉。
I don't know how to define gossipy beyond this, like, high school feeling of it.
如果你现在和一个朋友单独在一起，没有摄像机在拍，你会怎么跟他们描述这个活动，让他们最兴奋？
What about, like, if you're with a friend alone right now describing the event and you like, there's no cameras rolling, what would you say to them to get them most hyped about this event?
比如，你肯定会提到的一件事是——
Like, there's a thing that you would Definitely
房间里都有谁。
who's in the room.
对。
Yeah.
谁在房间里？
Who's room?
我会告诉他们谁在房间里。
I would tell them about who's in the room.
对。
Yeah.
对。
Yeah.
谁在房间里？
Who's in the room?
有很多很酷的高管，至少对我这个在洛杉矶长大的人来说，很多都是我梦寐以求的工作室，比如24、狮门、索尼和福克斯。
There's, like, very cool executives from a lot of at least for me growing up in LA, a lot of my, like, dream studios, like a twenty four and Lionsgate and Sony and Fox.
所以这些地方都有决策者。
So there's like decision makers all these places.
还有YouTube、谷歌、Adobe的核心团队，都是真正的决策者。
There's also like the core team of YouTube, Google, Adobe, like real decision makers.
以前有人参加我们的活动，最后谈成了他们最大的一笔交易。
People have come to our events before and walked out with their biggest deal ever.
所以我觉得对创作者来说，关键就是决策者都在场。
So I would say the pitch to creators is like the decision Everything said.
决策者就在现场。
The decision makers are in the room.
对。
Yeah.
而且这个数字可能已经变了，但当时有超过40位在YouTube上拥有超过一百万订阅者的创作者。
It's also like and this number has probably already changed, but more than 40 creators with over a million subscribers on YouTube.
而且这个集体，对吧。
And the collective Right.
YouTube目前的覆盖人数是5.68亿。
YouTube reach is right now 568,000,000.
集体YouTube覆盖量
Collective YouTube reach
对。
Yeah.
集体流媒体覆盖量之类的，还有集体财务价值
Collective streaming reach or whatever, like, have collective financial valid value
没错。
Right.
来自这些大公司，嗯。
From these big Mhmm.
公司。
Companies.
所以这是历史上第一次，这三件事汇聚在一起。
So it's like for the first time in history, these three things are coming together.
而且参与者包括世界上最大的创作者，最……嗯。
And it's everyone from, like, the biggest creators in the world, the most Mhmm.
大型媒体公司最高层的高管们，这才是最八卦的部分。
Highest senior executives at the the largest media companies, that's the the gossipy part that comes.
而且，理想情况下，你可以随口提几个人的名字。
And, ideally, you can name drop a couple of people.
但是，对。
But Yeah.
那
That's
挺酷的。
cool.
每当我写故事的时候，我真的会按这三步走，因为很难一下子在脑子里把所有事情都搞定。
Whenever I'm writing a story, I literally do that three step process because it's very hard to sit down and do all that at once in your brain.
是的。
Yeah.
而如果你坐下来，问自己，我到底想说什么？
Whereas if you sit down and you say, I what do I just need to what am I trying to say?
你把它写下来。
You write that out.
好。
Okay.
对他们来说有什么价值？
What's the value for them?
你把它写下来。
You write that out.
然后你说，好。
And you say, okay.
这件事最八卦的点是什么？
What's the most gossipy thing about this?
然后你把它写下来。
And you write that out.
你的意思是
Do you mean
那就容易多了。
So much easier.
你说八卦的时候，是指最容易聊的那种，还是说不是那种低俗的，而是那种比较能引起共鸣的？对，就是那种。
When you say gossipy, is it, like, the easiest to talk about or, like, the most not salacious, but the most kind of, like It is.
有画面感的？
Evocative?
对。
It is.
什么是有画面感的？
What is evocative?
就是最有画面感的。
It's the most evocative.
对。
Yeah.
就是最有画面感的。
It's the most evocative.
这可以简单到只是一个科学数据。
And that can be as simple as a scientific stat.
不一定非得是那种很出格的内容。
It doesn't need to be off brand.
对。
Yeah.
我觉得很多人一听到八卦就想到那些花边新闻，然后就想，哎呀，我可不想说那些。
I think a lot of people think gossipy and salacious and they think, oh, you know, I don't wanna say that or whatever.
但有时候，比如说，我这儿有个例子，90%的可见皮肤老化是由紫外线造成的。
But sometimes, like, for example, I have an example in here that 90% of visible skin aging is from UV.
这就像是在推销防晒或者劝人别晒太阳时，最吸引人的一个点。
Like that that's gossipy when you're talking about when you're trying to sell UV or, you know, when you're trying to say, hey, I don't want you to go in the sun.
如果你说90%的皮肤老化来自紫外线，那才是这个故事里最劲爆的部分。
If you say 90% of your skin aging is from UV, that's the most gossipy part of that story.
对。
Yeah.
这有点像赛斯·高汀说的那种“引人注目”，就是值得让人议论的那种。
There's an element of Seth Godin's like remarkable, like being remarkable, being worth making a remark about.
对。
Yeah.
或者容易让人记住。
Or easy to repeat.
这是我们一直在努力的方向，不过这个提醒很好。
That's something that we definitely try, but it's a good it's a good note.
是的。
Yeah.
而且我真的觉得，你得接受在创作团队里那种“把想法都倒出来”的状态，虽然会让人不舒服。
And I really find you have to be okay with being in a writer's room where it's just like, let it all out, and it's gonna feel uncomfortable.
对。
And Yeah.
我和员工们一起做过这个，我们通常会说，嘿。
I've had we've done this with our employees, and the the way we say it is like, hey.
如果你有一个想法，比如‘也许我不该说这个’，那你可能真的说到点子上了。
If you have a thought like, maybe I shouldn't say this, it's you're probably onto something.
我觉得这就是那种内在的
I think that's the kind of internal
对。
Yeah.
对。
Yeah.
指南针。
Compass.
好。
Okay.
我们继续吗？
Should we keep going?
好。
Yeah.
走吧。
Let's go.
所以这个我们之前其实已经聊过了，但这就是那个“知道你的门票价格”。
So we we already kinda covered this, but this is the know your ticket price.
这里有几个例子。
So here's a couple examples.
我从YouTube开始讲，因为我知道你们对这个比较熟悉。
I started with YouTube because I know you guys know that.
对。
Mhmm.
好。
Okay.
我现在看到四个缩略图。
I'm looking at four thumbnails right now.
所以这里的门票价格就是标题和缩略图。
So the ticket price here is title thumbnail.
这对你的观众来说可能很明显。
It's pretty obvious probably for your audience.
下一个是什么？
What's the next one?
《纽约时报》。
New York Times.
记者们并没有受过专门的训练，不知道如何构思文章才能让文章发挥最大价值。
Journalists aren't educated on exactly how they should be thinking about writing their articles to get the most of their articles.
如果我是一名记者，那就是我的入场券。
And if I'm a journalist, that's my ticket price in.
所以，不同的内容创作者，入场券也不同。
So it really this is this is a different content creators, different ticket prices.
下一个是什么？
What's the next one?
电子邮件。
Email.
邮件。
Email.
所以是主题行。
So subject line.
对。
Yep.
主题行。
Subject line.
那其实是我收件箱的截图。
And that's an actual screenshot of my inbox.
我想对Blueprint团队说的是，看看我们，再看看你们的竞争对手。
And I'm trying to say to the Blueprint team, like, look at us in comparison to whom you're competing with.
你们是在一堆邮件里。
Like, you're in a sea of other emails.
我们怎么才能脱颖而出？
How are we gonna stand out?
应用通知界面，我们已经讲过了。
The app notification screen, we went through already.
但关键在于，你是在一片通知的海洋中竞争，通知的前三个字不能有推销感，要制造足够的好奇心，让人愿意点开。
But this idea of, like, you're competing in a sea of notifications, how the first three words in that need to be non salesy of creating enough intrigue that someone wants to open up the notification.
所以这条是来自Blueprint的。
So this one is from Blueprint.
上面写着，今天回家时，把鞋子留在门口。
It says, when you come home today, leave your shoes at the door.
走进家门的前四步，会带入外面世界85%的，我猜是细菌。
The first four steps into your house tracks 85% of the outside world's I'm guessing germs.
污染物。
Contaminants.
对。
Yeah.
污染物。
Contaminants.
确实是这样。
That's true.
我应该一进门就脱鞋。
I should be taking my shoes off immediately.
对。
Yes.
这是延长寿命的一个非常简单的小技巧。
It's a very easy hack for longevity.
而且不花你任何时间。
Like, it doesn't take any of your time.
把鞋脱掉就行。
Take your shoes off.
是的。
Yeah.
就像铅一样。
Like lead.
我觉得特别有意思的是，你刚才提到的这两点，第一点就是我们常说的，我们写下了这些原则，关于在当今世界做一个创作者意味着什么。
I think it's so interesting that basically the the two things that you're suggesting here is, one, something that we say of, like, we've written down these principles of what it means to be a creator in today's world.
第一点就是要有情境意识。
Number one is being contextually aware.
对。
Mhmm.
这就是你所说的。
And this is what you're saying.
是的。
Yes.
你得了解周围的环境。
You gotta know what's around you
对。
Yes.
才能脱颖而出。
To stand out.
对。
Yes.
如果你自己创作，不了解背景，你就不会脱颖而出。
If you're creating by yourself without context, you're not gonna stand out.
对。
Yes.
第二点就是，写作就是一切。
And number two is writing is everything.
对。
Yes.
就像，这一切都是写作的练习。
Like, this is all an exercise of writing.
对。
Yes.
你给我们展示的一切，其实都是文案写作。
Everything that you've shown us is like It's really all copywriting.
全都是文案写作。
It's all copywriting.
而且每个平台都有不同的规则。
And there's different rules of the road for each of these platforms.
对。
Yeah.
这个想法不错。
That's good way of thinking about it.
我特别讨厌写作。
And I absolutely hate writing.
所以这正好说明，任何人都可以在家做这件事。
And so it just goes to show how much, like, anybody can do this at home.
对。
Yeah.
对。
Yeah.
好的。
Alright.
我们看看接下来是什么。
Let's see what's next.
第五点。
Number five.
这个就是“无情地创造价值”。
So this is ruthlessly create value.
这是核心原则之一。
This is one of the core principles.
所以我在这里给你举两个例子。
And so I'm gonna give you two examples here.
两个不同的例子。
Two separate examples.
好的。
Okay.
所以这个说的是你之前提到的，90%的可见皮肤老化是由日常阳光造成的。
So this one says what you said before, 90% of visible skin aging is caused by everyday sun.
每当我们做类似的事情时，你需要创造价值。
Whenever we're doing something like this, you you need to create value.
我们可能刚刚引发了恐惧。
We just incited fear potentially.
对。
Yeah.
你制造了紧张感。
You created tension.
是的。
Yes.
你怎么安抚他们，让他们觉得你是站在他们这边的，并且你创造的价值比从他们那里获取的更多？
How do you soothe them so that they are left with a sensation that you are on their team and that you're creating more value than you're taking from them?
所以那个八卦的标题，你不想让它影响观众与你的互动体验。
And so that that juicy gossipy headline, you don't want that to take away from the audience's experience with you.
所以紧接着，我们就给他们一个方案，告诉他们怎么做可以降低这个风险。
And so immediately after that, we're giving them a protocol on what they can do to mitigate that risk.
接下来我们看到的是，遵循这些规则来保护你的皮肤。
The next thing that we see here is follow these rules to protect your skin.
对。
Right.
而且有三条规则。
And there's three rules.
是的。
Yeah.
所以这就是一个Instagram轮播图。
So that's an Instagram carousel.
所以，再说一次，这是另一个平台。
So, again, this is another platform.
对吧？
Right?
这不是视频。
It's not video.
顺便说一下，这些例子大部分都是文字，因为我得展示给你看。
And by the way, all these examples are mostly text because I'm I had to show them to you.
但我们把这些同样的原则应用到付费广告、短视频等里面。
But we take these same principles into our paid advertisements, reels, etcetera.
然后第二个例子，我记得是一条推文。
And then the second example is, I believe, a tweet.
我想展示的是，当你只是告诉别人某件事，而不是为他们创造价值时，是什么感觉。
And I wanted to show what it's like when you're telling someone something as opposed to creating value for them.
好的。
Okay.
所以我们这里第一个例子是2020年韩国的一项全国性研究，跟踪了161286名受试者，中位随访时间10.5年，发现每天刷牙三次或以上能显著降低……
So the first one that we have here is a 2020 nationwide study in Korea following a 161,286 subjects for a median of 10.5 found that frequent toothbrushing three or more times a day significantly reduced the risk of how
你就在自己和听众之间制造了巨大的距离。
you just create a huge distance between you and your audience.
摩擦。
Friction.
我几乎都没听懂。
I barely even understood that.
对。
Yeah.
好。
Okay.
现在这是布莱恩·约翰逊的一条推文。
Now this is a tweet from Bryan Johnson.
醒来后立刻刷牙。
Brush your teeth immediately when you wake up.
一夜之间，由于唾液分泌减少，你的嘴里会充满产生酸的细菌。
Overnight, your mouth fills with acid producing bacteria due to lower salivary flow.
如果你不先刷牙就吃或喝含碳水化合物或糖的东西，你就是在喂养这些细菌，它们会立刻产生酸。
When you eat or drink carbs or sugars without brushing first, you feed this bacteria, which immediately produces acids.
酸性会超过耐受阈值，并立即开始损害你的牙釉质。
Acidity increases beyond the tolerance threshold and immediately starts damaging your enamel.
所以第一句话就是说，你们要刷牙。
So that first sentence is like, you guys brush your teeth.
对。
Yeah.
那本书确实说了这件事。
That that book does Say the thing.
对。
Yeah.
对。
Yeah.
说了
Say the
这件事。
thing.
这
This
让我想起了很多和科技公司做营销的经历，比如手机公司。
reminds me a lot of working with technology companies on marketing, meaning like a phone company.
对。
Mhmm.
苹果和其他手机公司的区别在于，其他公司往往过度强调里面的芯片。
And the difference between Apple and other phone companies, which often over index on, like, the chip that's inside.
对。
Mhmm.
对吧？
Right?
骁龙芯片。
The Snapdragon chip.
我对那个没什么兴趣。
I'm all good on that.
这个我不需要知道。
I don't need to know that.
对。
Mhmm.
比如苹果的广告通常就是让你给妈妈打电话。
Like, Apple ads are typically like call your mom.
嗯。
Mhmm.
对吧？
Right?
或者就是给你看一个人跟朋友FaceTime，然后笑得特别开心。
Or, like, showing you someone showing someone FaceTiming a friend and laughing.
然后就是那种感觉。
And it's like
我是说，就连那个“用iPhone拍摄”的广告也是。
I mean, even shot on iPhone.
对。
Yeah.
简单得不得了。
So incredibly simple.
嗯。
Mhmm.
这里有一张照片。
Here's a photo.
我甚至说不出来它比别的手机拍的照片好多少。
Couldn't even tell you if it's that much better than a photo shot on another phone.
对。
Yeah.
嗯。
Mhmm.
嘿，兄弟。
Hey, man.
用iPhone拍的。
Shot on iPhone.
就是简单，而且我觉得我们都能坐在一个房间里，想出那种很细腻的创意信息，但那种很少能赢。
Just simplicity and like we we don't have I think we all can sit in a room and get to like a nuanced creative message, but that rarely wins.
往往是最简单、最人性化的东西。
It's always like the most simple human.
直接说出来。
Just say it.
对。
Yeah.
用大白话说出来。
Say it in human words.
对。
Yeah.
而且我发现我好像培养出了一种直觉，当我感觉事情变得太复杂，复杂到我几乎都记不住的时候，对我来说就是一个信号，我们得往回收一收，回到我们真正想表达的核心。
And I find that I've like developed like this intuitive sense of when I feel like it's becoming so complicated that I'm almost struggling to remember it in my head, that's a sign for me to like, we got to strip her back 10 degrees here and get to the core of what we're trying to say.
好，下一个。
Okay, next.
对。
Yep.
这个挺有意思的。
So this is a fun one.
这两条推文正好相隔一年。
This is two tweets exactly one year apart.
好。
Okay.
这是布莱恩·约翰逊发的推文。
It's a tweet from Bryan Johnson.
第一条说，睡眠是提升表现、心理健康和幸福感最强大的良药。
The first one says, sleep is the most powerful drug available for performance, mental health, and well-being.
那是2025年的。
That's 2025.
这条有22万次观看。
It has 220,000 views.
下一条是2026年的，内容一样，说睡眠是提升表现、心理健康和幸福感最强大的药物。
The next one from 2026 says, sleep is the most powerful drug available for performance, mental health, and well-being.
一年后发的这条有34.8万次观看。
It has 348,000 views from a year later.
太厉害了。
That's incredible.
确实了不起。
That's amazing.
你可以说同样的话。
You can say the same thing.
大家有个误解。
People have this misconception.
觉得每次都得想出点新东西来。
I need to come up with something novel every single time.
这个嘛
This is
说实话，我原本以为会有点不一样。
really I thought it was gonna be slightly different.
我知道。
I know.
好，那是凯特。
Good, That's Kate.
对。
Yeah.
你知道吗，斯科特·加洛韦也跟我们说过类似的话。
You know, Scott Galloway kind of told that to us as well.
嗯嗯。
Mhmm.
他说，当你写出好东西的时候，就使劲儿去推广它。
He said, like, when you write something good, like, just hammer it.
就是不停地重复说。
Like, just say it constantly.
如果你有好东西，
Like, if you have a good thing
我都没法告诉你我们写了多少关于睡眠的推文。
I can't tell you how many tweets we've written about sleep.
你会觉得我们的听众听睡眠都听烦了。
Just like you know, you think that our audience would get sick of hearing about sleep.
我觉得我们写了大概，我也说不清，200篇关于睡眠的内容。
I think we've written, like, I don't know, 200 pieces of
你们是隔一段时间发一次，还是怎么着？
Do you space it out or no?
不是。
No.
就是如果内容好，就再发一次。
You just like, if it's good, just do it again.
对。
Yeah.
一切都好。
All good.
对。
Yeah.
对。
Yeah.
我迫不及待想上推特了。
I can't wait to hit Twitter.
对。
Yeah.
明白。
Know.
我现在也特别有灵感想写东西。
I also I'm feeling very inspired to write now.
这真的很有帮助。
It's really helpful.
对。
Yeah.
我觉得我们，你知道，我上过电影学校。
I think we come you know, I went to film school.
我进入这一行就是想当个电影制作人，搞创意。
I got into this to be like a filmmaker and creative.
我觉得我到了那种地步，就是我和Colin经常说，哎呀，这个我们早就做过了。
And I think I get to the point where I'm like, Colin and I, the amount of times where we're like, well, we already did that.
对。
Yeah.
我觉得这其实是我们最大的毛病之一。
I mean, I think that's actually one of our biggest faults.
我们最大的毛病之一可能就是总想不断重新发明轮子。
It's one of probably one of our biggest faults is that we want to reinvent the wheel constantly.
我刚才在看你们的内容，然后就在想，如果你们把这个发到YouTube上，我的标题和缩略图会是什么样。
I was looking this is like I was looking at your content and was thinking about like my title thumbnail if you guys do publish this on your YouTube.
就是那个炸鸡店约会的视频，标题是“她建了这个”。
And it was the chicken shop date when it was like she built this.
所以我觉得“她建了这个”这个标题本身就带有一种天然的张力。
And so I thought like she built probably has an inherent tension behind it.
然后我就想，你们可能可以直接用这个标题，你知道吗？
And I was like, that's probably you could just reuse it, you know?
对，是的。
So Yeah.
一起琢磨一下文案应该会挺有意思的。
It'd be fun to workshop copywriting.
对。
Yeah.
那挺好的。
That's good.
我喜欢这个。
I like that.
这其实挺相似的。
This is actually similar.
这是一个迭代。
It's an iteration.
这就是你预期的。
It's what you expected.
就是在写作上做非常细微的调整。
It is the very slight adjustments on writing.
当你找到有效的方法，就重复去做。
When you hit something, just do it again.
所以我这里举了两个例子，一个来自推特，一个来自Instagram轮播图。
So I did two examples here, one from Twitter and one from Instagram carousel.
所以这是两套内容，两个独立的迭代。
So this is two four pieces of content, two separate iterations.
第一个说的是，你需要追求长寿最大化。
So the first one, it says you need to be longevity maxing.
而且它，这应该是在推特上发的吧。
And it has, like this is on Twitter, I assume.
其实是在Instagram上。
It's actually on Instagram.
这是Instagram。
This is Instagram.
对。
Yeah.
这是通过布莱恩的账号发布的吗？
And this was published through Brian's account?
通过Blueprint的账号。
Through Blueprint's account.
通过Blueprint的账号。
Through Blueprint's account.
好的。
Okay.
所以这里面包含了参与长寿的各种不同元素。
So this has, like, all the different elements of what it means to engage in longevity.
有Blueprint。
It has Blueprint.
有Bryan的一条推文。
It has a tweet from Bryan.
还有一个哥特风女友。
It has a goth girlfriend.
挺搞笑的。
That's funny.
还有一个站立式办公桌。
It has a standing desk.
所以下一张图片和这张很像，但上面写着是时候开始睡眠最大化了。
So the the next one that you have here is a very similar image, but it says it's time to start sleep maxing.
第一个帖子里已经有些信号表明，这个帖子的表现比Blueprint账号刚开始时发的其他帖子要好。
There was signal in that first one that this was a higher performer than other posts for the Blueprint account that's just starting out out.
所以就是拿现有的东西，然后稍微调整一下。
And so it's take that existing thing and then just do a slight tweak.
其实你真的不想调整太多。
You actually really don't wanna like tweak too much.
你只需要拿同样的东西，然后开始分析到底是什么在起作用。
You just wanna take the same thing and then you can start to isolate what is it about that's actually working.
是因为它关于长寿，还是因为格式本身？
Is it the fact that it's about longevity or is it the actual format itself?
一旦你发现格式本身有效，你就可以一次性批量生产20个这样的帖子。
And then once you find signal on the format itself works, then you can just crank out 20 of those at once.
作为创作者，我们总是忍不住想做全新的东西。
And so we're always so tempted as creatives to want to do really new things.
但我们必须克制自己，只拿有效的东西，调整一下，发布，再看看是否再次有效。
But we have to restrain ourselves to just take what works, tweak it, publish, see if that works again.
所以接下来的两条基本上就是你给我们看的那条推文的早期版本。
And so the next two are basically what it looks like the early iterations of that exact same tweet that you showed us.
睡眠是世界上最好的意志力药物。
Sleep is the world's best willpower drug.
意志力能让你成为你想成为的人。
Willpower enables you to do what you want to become.
下一条推文。
Next tweet.
睡眠是现存最强大的提升表现的药物。
Sleep is the most powerful performance enhancing drug in existence.
今晚就服用你的剂量。
Get your dose tonight.
对。
Yeah.
所以核心概念就是睡眠是一种药物，嗯。
So the concept is sleep is a drug Mhmm.
然后就是那两种不同的表达方式。
And then two different expressions of that.
你明白了。
You've got it.
对。
Yeah.
我觉得这个对你们来说应该不意外。
I mean, this one should not be a surprise to you guys.
再举个例子，还是布莱恩在推特上的天才之作。
One example, again, Brian's genius on Twitter.
这是第八条，简单说话。
And this is number eight, speak simply.
好。
Okay.
第一条来自2023年12月《预防医学报告》上的一篇文章。
The first one here is from something titled preventative medicine reports in December 2023.
文章标题是，养狗对日本社区老年人患失智症风险的保护作用。
It reads protective effects of dog ownership against the onset of disabling dementia in older community dwelling Japanese.
这是一项纵向研究。
A longitudinal study.
然后布莱恩·约翰逊的推文写道，你是猫派还是狗派？
And then Bryan Johnson's tweet reads, you a cat or dog person?
养狗并且锻炼。
Own a dog and exercise.
失智症风险降低百分之六十三。
Sixty three percent lower dementia risk.
养狗但不锻炼。
Own a dog and don't exercise.
没有任何益处。
Zero percent benefit.
养猫，也没有任何益处。
Own a cat, zero percent benefit.
我都没意识到这两条说的是类似的事情。
I didn't even understand that these were saying similar things.
其实是同一件事。
The same thing.
当科林把这两条都读出来的时候，我还以为这是两个完全不同的观点，但其实不是。
When Colin read them both, I was like, these are two completely separate thoughts, but they are not That the
那条推文就是来自那个科学研究。
tweet is from that science, that scientific study.
所以我们做的很多事情，就是把一项研究变得容易理解。
And so there's like, so much of what we do is we take a study and then we make it understandable.
我们不仅让它容易理解，还让它变得极其简单。
And we not only do we make it understandable, we make it dead simple.
对。
Yeah.
这又回到了那个手机的话题，我觉得你在手机广告里经常看到这种情况，比如那个骁龙芯片，我根本不在乎。
This, again, is back to that phone thing that I think you see this a lot in phone advertising where, again, like, the Snapdragon chip I don't care about.
告诉我它对我有什么好处，那种特别贴近人性的。
Tell me what it does for me that's like radically human.
你知道，就像你是喜欢猫还是喜欢狗，那才是最贴近人性的。
You know, and this, you a cat person or dog person, that's the most radically human.
对。
Yeah.
养狗的人，得痴呆症的概率更低。
Own a dog, less dementia.
没错。
Right.
对。
Yeah.
好。
Okay.
下一个。
Next.
这个跟我们上次看的那个很像，就是你想看它在实际场景中的效果。
So this is really similar to the one we went through last time, which is you wanna see it in context.
这里面有两个不同的故事。
So two different stories in here.
第一个是我坐在谷歌文档里写这个东西。
The first one is me sitting down in a Google document and writing this.
如果那样写的话，你会错过别人会怎么接收它的所有线索。
And writing it like that, you miss all the cues of how someone's gonna receive this.
所以我在这里起草一条短信。
So I'm I'm drafting a text here.
为了写好它，我实际上需要看到它的格式，才能明白什么是最佳的查看方式。
In order for me to write it, I actually need to see it in the format to understand what is the best way of viewing this.
推特也是一样。
And so same thing for Twitter.
很多时候，其实就是文字换行的间距造成了最大的不同。
A lot of the times it's literally the spacing of the text wrapping that makes the biggest difference.
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