2小时的晨练（让我赚了1000万美元）

这是我的确切晨间作息。

Here's my exact morning routine.

首先，我会散步三十分钟，然后写作九十分钟。

First, I go on a walk for thirty minutes, and then I start writing for ninety minutes.

之后，我会吃一顿简餐，再散一次步，途中回复一些消息，去健身房锻炼，然后开始处理邮件、会议和其他非创造性工作。

After that, I eat a small meal, go on another walk, respond to a few messages along the way, go to the gym, then start emails, meetings, and other non creative work.

当然有些日子我会录制视频，但这个我们留到以后再说。

Some days, of course, I record videos, but we'll save that for later.

关键在于，这个作息——三十分钟散步加九十分钟写作——帮我创造了超过1000万美元的收入。

Now the importance of this is that this routine, thirty minutes of walking, ninety minutes of writing, is responsible for generating over $10,000,000.

对，1000万美元。

Now, oh, $10,000,000.

我为什么要提这个数字？

Why am I even saying that?

首先，人们都想赚钱。

Because one, people want to make money.

这没什么好羞耻的。

There's no shame in that.

想赚钱很正常。

It's okay if you want to make money.

其次，我提到这个数字有助于吸引注意力。

Second is that me mentioning that number helps grab attention.

对吧？

Right?

这让我获得某种权威感，或者我们试图营造的其他心理效应，促使人们继续观看视频，了解为何30分钟步行加90分钟写作能彻底改变你的人生。

It gives me some form of authority or whatever other psychology we're going for here to get people to watch the rest of the video to understand why thirty minutes of walking, ninety minutes of writing can absolutely change your life.

我将向你证明这一点，这也是我唯一一次提及金钱。

And I'm gonna prove that to you and that's the only time I'll mention money.

好吧，我可能会稍微提到它，但要明白我为何会提及。

Just under well, I'll kind of mention it, but understand that's why I mentioned it.

对某些人来说，这是个天文数字。

So to some, that's a big number.

对吧？

Right?

1000万美元，显然是一大笔钱。

$10,000,000, obviously, lot of money.

对另一些人而言，这不算什么。

To others, that's not much.

如果你经商多年，这算是不错的金额，但做生意自然想赚得更多。

If you've been in business for a long time, that's like a good amount of money, but obviously with a business, you want to make more.

关键在于，这对许多人来说可能听起来遥不可及，但你必须理解这个习惯的力量。

Now the thing here is this may sound out of bounds for a lot of people, but you have to understand the power of this routine.

我告诉你这个习惯的原因在于，1000万美元只是终点线。

The reason I'm telling you about this routine is because $10,000,000 is just like the end point.

对吧？

Right?

过去五年左右我坚持这个习惯，最初带来1万美元，然后是10万美元，接着是100万美元。最神奇的是你的收入能实现指数增长——无需增加工作量，收入就能持续攀升，明白吗？

I've been doing this routine for the past five or so years, and at first it led to $10,000, then $100,000 then $1,000,000 And that's the incredible thing is that your income can scale, your income can increase without doing more work, right?

如果你看过《四小时工作制》或我的其他内容，就能明白我在这里要表达的意思。

If you've watched the four hour workday or you watched my other content, you understand what I'm getting at here.

但很多人觉得必须像其他企业家那样每天苦干12小时，而我完全不认同这种观点。

But so many people feel like they have to grind for twelve hours a day like every other entrepreneur when I don't think that's the case at all.

如果你的目标是赚更多钱——这也是大多数人的目标，因为你的工作、账单、社会地位以及对生活的掌控感都取决于此——那么你来对地方了。

So if your goal is to make more money, which is most people's goal because your work, bills, status, and sense of control over your life depend on it, you're in a safe space here.

你可以光明正大地在乎金钱。

You can care about money.

但如果晨间惯例中没有任何直接创造收入的行为，那你的方式就有问题。

But if nothing in your morning routine directly generates income, you're doing something wrong.

大多数人的晨间惯例只是塞满别人建议的各种随机习惯。

Most people's morning routines are just filled with a bunch of random habits that someone else told them to do.

或者他们的惯例是无意识形成的，还自以为没有固定模式——但这依然是一种惯例。

Or their routine is unconscious and they think that they don't have a routine hint, that's still a routine.

关键在于，大多数惯例都是无意识的拖延行为。

But the point here is that most routines are unintentional, hidden forms of procrastination.

高效的惯例无论长短，都能降低认知负荷，让你专注于实现最重要的优先事项。

A powerful routine, no matter how long, decreases cognitive load and allows you to streamline achieving your one true priority.

世界上最成功的人士都善于用惯例自动化重复性必要行为，将有限的精力集中在关键任务上。

The world's most successful people leverage routines to automate repetitive yet necessary behavior and focus their limited mental energy on the right tasks.

这件事的重要性就在于此。

That's how important this is.

只要做好这一点，你就能真正开始实现目标。

If you get this one thing right, you can finally start achieving your goals.

你终于可以开始追求你的人生事业了。

You can finally start pursuing your life's work.

你终于可以开始赚钱了。

You can finally start making money.

如果你不想走赚钱这条路，你终于可以开始减肥了，无论是什么目标。

If you don't want to go the money route, you can finally start losing weight, whatever it may be.

这些原则依然适用。

The principles still apply.

我们将以金钱、写作和步行为例来解释这个日常习惯，但首先我们需要理解它的深层含义。

We're going to use money and writing and walking as examples here to explain what the routine is, but we need to understand the depth of it first.

那么让我们来谈谈这个。

So let's talk about this.

我们就称它为两小时日常习惯吧。

We'll just call it the two hour routine.

现在，你可能会问的第一个问题是关于写作的，写作，真的吗。

Now, the first question you're probably asking is like writing, writing, really.

所以你每天早上写九十分钟日记就能赚钱。

So you just journal for ninety minutes every morning and you make money.

我的意思是，当你这么说的时候，是的，实际上差不多就是这么回事。

I And mean, when you say it like that, yes, actually, that is kind of what's going on.

但为了不让你看我之前写的数十万字和制作的视频，我想简单分享一下我奇怪的小人生哲学。

But to spare you the hundreds of thousands of words I've written on this before and created videos on this before, I want to just share my weird little life philosophy in a nutshell with you.

这个哲学，也就是这个视频，特别适合那些知道自己注定要成就更多、想要追求人生事业的创意或雄心勃勃的人。

This philosophy, and therefore this video, is specifically for creative or ambitious people who know they are meant for more and want to pursue their life's work.

这就是浓缩的哲学理念。

So here's the condensed philosophy.

人类本质上是创造者而非内容生产者，是那些运用现有工具与技术解决问题、构建方案，并吸引能从中受益群体的人。

Humans are creators, not content creators per se, but people who leverage the tools and technology available to them to solve problems, build solutions, and attract a group of people who can benefit from those creations.

价值交换是有意义生活的支柱。

Value exchange is a pillar of a meaningful life.

解决自身问题并贡献解决方案，是获得幸福的两把万能钥匙。

Solving your own problems and contributing the solution are the two master keys of happiness.

如今我们拥有互联网和AI这些惊人工具，大多数人却视之为理所当然，或以摧毁自己与他人生活的方式使用它们。

Today we have the internet and AI, incredible tools that most take for granted or use in a way that destroys their own life and others.

任何人只要具备品味、自主性和责任感，就能学习任何知识、创造任何事物，并因此获得相应回报。

Anyone can learn anything, build anything, and earn accordingly if they have taste, agency, and a sense of responsibility.

创意是新时代的石油。

Ideas are the new oil.

数字媒体是新时代的房地产。

Digital media is the new real estate.

创作者构成了新型兴趣导向教育体系，传授学校无法教授的前沿知识。

Creators are the new interest based education system that teaches the leading edge that can't be taught in schools.

那么为什么要写作？

So why writing?

因为就我个人而言，始终怀有从事创造性工作的渴望，对吧？

Because personally I've always had the desire to do something creative, right?

我从未真正想要一份传统工作。

I never really wanted a job.

这就是我。

That's just me.

如果你想找工作，就做你自己。

If you want a job, do you.

我说的是我和像我这样的人。

I'm talking about me and people like me.

我想做一些能产生积极影响的事情。

I wanted to do something that had some kind of positive impact.

对吧？

Right?

我希望至少能心安理得地赚钱。

I wanted to feel at least decent about making money.

关键在于，互联网让我接触到了许多能实现这个目标的机会。

And the thing here is that the Internet exposed me to many opportunities that would allow myself to do this.

在七种不同的在线商业模式都失败后，我选择了网页设计，找到工作后开始兼职接单，直到最终能全职投入。

And after failing at seven different online business models, I landed on web design, got a job, and started freelancing on the side until I could eventually go full time with that.

我一直以为社交媒体只适合那些独特或有才华、能清晰表达思想的人，或者特别幽默的人。

Now, I always thought that social media was for unique or talented people who could articulate their thoughts or, people who were super funny.

但就在那时，我看到别人在谈论网页设计并成功接单。

But around this time, I saw other people talking about web design and landing web design clients.

于是我想，为什么我不能也这么做呢？

So I decided, why can't I do that?

于是我选择了Twitter作为起点——在所有平台中偏偏从这里开始。

And I started on Twitter while doing this of all places.

这很重要，因为正是在那时我意识到了写作的力量。

And that's important because that's when I realized the power of writing.

我认识到写作是一种冥想的过程。

I learned that writing is a meditative process.

写作是你练习思考的方式。

Writing is how you practice thinking.

写作是你记录成长的方式。

Writing is how you document your growth.

写作能为你吸引作品的支持者。

Writing is how you attract supporters to your work.

写作是视频脚本、营销、网页等所有媒体的基础。

Writing is the foundation of media, like video scripts, marketing, web pages, etcetera.

我从未想过自己会成为作家，而且无论如何也称不上优秀作家。

I never thought that I would become a writer, and I'm not a great writer by any means.

我懂心理学。

I understand psychology.

我不擅长语法，也不会用诗意的方式组织句子，学术写作或英文写作都不行。

I'm not good at grammar or articulating sentences in a poetic way or academic writing or English writing.

我只是变得擅长表达自己的想法和想要传达的观点。

I'm simply I've I've become good at articulating my ideas and the point I'm trying to get across.

但我很快意识到，如果想把学习、思考和赚钱——这些高成就人士的特质——融合成单一的晨间习惯，这就是实现方式。

But I quickly realized that if I wanted to combine learning, thinking, and earning, which are the traits of highly successful people into one singular morning habit, this was the way to do it.

除此之外，它还具有冥想练习的功效，因为写作就像写日记或某种宣泄，甚至能起到类似冷水澡的作用，因为真正坐下来写作是件困难的事。

And I mean beyond that, it serves the purpose of a meditative practice because writing can be like journaling or some form of catharsis and even serves the purpose of something like a cold shower because actually sitting down and doing it is difficult.

这是一种非常高效且全面的晨间习惯。

So it's a very efficient and holistic overarching habit that you can do in the morning.

那么，这与写日记有什么关系呢？

Now, what does this have to do with journaling?

我发现，品牌和创作者（至少优秀的那些）只是在分享他们头脑中最重要的东西。

Well, I realized that brands and creators, the good ones at least, were just sharing the most important things in their head.

他们的品牌、社交媒体账号其实就是他们的公开日记。

Their brands, their social media profiles were just their public journals.

他们独特的思维方式、个性、世界观以及无人能复制的交叉理念组合，正是他们的竞争优势。

Their head or personality or how they perceived the world and collected an intersecting set of ideas that nobody else could replicate was their competitive edge.

所以当我开始把社交媒体账号当作公开日记或笔记本来使用时，工作就开始变得像游戏一样有趣。

So when I started to treat social media account as a public journal or where I take notes, work started to feel like play.

那么，这如何赚钱呢？

Now, how does that make money?

首先，你需要明白现在出现了一类新型资产。

Well, first, you need to understand that there is a new class of assets.

在互联网出现之前，我们有房地产、黄金、白银、股票和艺术品等传统资产。

Before the Internet, we had traditional assets like real estate, gold, silver, stocks, and fine art.

现在我们有了围绕媒体和代码的数字资产。

And now we have digital assets that revolve around media and code.

数字资产的不同之处在于任何人都可以创建它们。

Now digital assets are different because anyone can build them.

你今天就可以去创建一个数字资产。

You can go and build a digital today.

你不需要资本、人脉、身处正确的地理位置、就读名校、拥有特定资质或社会地位，就能购买艺术品、投资房地产、购买优质股票或黄金。

You don't need capital or connections or to be in the right physical location or go to the right college or have the right credentials or status to purchase fine art or get into real estate or buy the right stocks or get gold.

你只需通过行动就能构建数字资产。

You can build the digital asset by just doing things.

这意味着你完全可以从现在开始积累财富，并随着技能提升不断增加财富。

What that means is that you can quite literally start building wealth right now and increasing that wealth as your skill increases.

这些数字资产是基于技能的资产。

These digital assets are skill based assets.

所以我们有媒体和代码，尽管代码是项了不起的技能——我个人这么认为。

So we have media and code, but code as great of a skill I think it is.

我的意思是，我正在开发一款软件。

And I mean, I am building a software.

我拥有一支程序员团队。

I have a team of coders.

但如果没有媒体，代码某种程度上会变得毫无价值，因为它无法吸引任何人。

Without media, code kind of becomes worthless because nobody can be attracted to it.

如果没人看到代码、购买代码或软件，或是你构建的任何东西，就几乎无法盈利。

And little money can be made if no one sees the code or buys the code or the software or whatever you're building.

所以我决定专注于媒体领域。

So I decided to stick with media.

对吧？

Right?

我过去曾是一名网页设计师。

I was a web designer in my past.

我花了相当长的时间学习编程。

I studied code for a decent amount of time.

我逐渐意识到，媒体才是更具创造力、也可能更有影响力的道路，这正是我想走的。

I just slowly realized that media was the more creative route and potentially more impactful route that I wanted to go.

如今数字世界中的媒体形式包括视频、播客和帖子等。

Now media in the digital world are things like videos, podcasts, and posts.

只要内容有价值，并且你懂得社交媒体、新闻通讯、算法等运作机制，就能吸引受众。

If they are valuable and you understand the mechanics of social media, newsletters, algorithms, and things like that, you can attract an audience of people.

无论你是想写书、开发软件、做音乐、公开演讲、创建课程、提供自由职业服务，还是销售手工砧板。

It doesn't matter if you want to write a book, build a software, make music, do public speaking, create a course, offer a freelance service, or sell handcrafted cutting boards.

你都需要将其展示给他人，并说服他们认可其价值。

You need to get that in front of others and persuade them of its value.

而最便捷、低成本且高效的方式就是通过数字媒体，特别是写作。

And the most accessible, low cost, and high leverage way to do that is with digital media, specifically writing.

当然，你不必亲自创作媒体内容或写作，但如果你是独自创业的个体，没有团队或公司可以雇人代劳，那么媒体就是个绝佳的起点。

Now of course, you don't have to be the person that creates media or writes, but if you're just one person starting a business on your own and you're not already on a team or you don't have a company where you can hire someone to do this for you, then media is an incredible place to start.

所以你要做的就是公开写作，建立个人品牌，通过公开进步获得某种权威性——人们都能见证这个过程。

So what you do is you write and you build your own brand in public and you gain some kind of authority because you are getting better in public and people can see that.

无论你是否销售自己的产品或创业，都基于我们刚才讨论的所有理由。

And whether or not you sell your own product or start your own business, that is all for all of the reasons we just went over.

这是当下最抢手的技能——不一定是写作本身，而是写作之上的媒体范畴。

This is the most in demand skill right now, not necessarily writing, but the umbrella above writing, which is media.

如果你能创造流量或吸引关注，就永远不会被取代。

If you can generate traffic or attention, you will not get replaced.

只要你精通某项技能并能实际运用，就能赚到你想要的财富。

You will make as much money as you want to if you are good at that skill and you can actually do it.

因为如果你确实擅长某事，能出色完成工作并让人看到，那么当你自我推销时，他们就会雇用你。

Because if you're actually good at it and you can get a post to do well and people see that, then they're going to hire you if you are pitching yourself.

这道理显而易见。

It's kind of obvious.

若能掌握媒体运作，你就能获得想要的财富。

If you can master media, you can make as much money as you want.

所以现在明白为什么我每天早上要写作九十分钟了。

So it's now obvious why I write for ninety minutes in the morning.

那么，为什么我早上要散步三十分钟呢？

Now, why do I walk for thirty minutes in the morning?

本视频主题不是散步，但既然你问起——散步运动量小，能让你起床后专注做好一件事。

This video isn't about walking, but if you insist, walking is low friction and gives you one single thing to focus on when you get out of bed.

散步能燃烧卡路里，增强胰岛素敏感性，全面改善健康指标。

Walking burns calories, increases insulin sensitivity, and improves health markers across the board.

晨光有助于调节昼夜节律，从而改善睡眠。

Morning sunlight is beneficial for circadian response and thus sleep.

睡眠是最佳的认知增强剂。

Sleep is the best nootropic.

上述所有行为都能减轻压力。

All of the above reduce stress.

压力是心智的杀手。

Stress is the mind killer.

步行让你的身体进入自动驾驶模式，使你的头脑能够解决问题并产生创意。

Walking puts your body on autopilot so your mind can solve problems and birth ideas.

外出能让你远离室内的干扰，如同一个创造力屏障，为你提供专注思考和学习的时间。

Going outside pulls you away from distractions inside, acting as a creativity block that gives you uninterrupted time to think and learn.

我大部分的阅读和听力练习都是在散步时完成的，这同时也为我的写作提供了研究素材。

I do most of my reading and listening on a walk, which doubles as research for my writing.

如果外面太冷，那更好。

And if it's too cold outside, good.

现在你有了锻炼心理韧性的方法。

Now you have a way to train your mental strength.

世界上大多数著名的商人、创意人士和古代哲学家都推崇步行，你凭什么质疑他们呢？

And most of the world's most renowned businessmen, creatives, and ancient philosophers swear by it, walking, and who are you to question them?

步行，尽管听起来很傻，却是一个如此全面的习惯。

Walking, as stupid as it sounds, is such a holistic habit.

就是写作和步行。

It's writing and walking.

就像，你把这些事情的所有好处都结合起来，天啊，晨间习惯还需要什么呢？

Like, you take all of the benefits of all of those things combined and holy crap, what else do you need in a morning routine?

你涵盖了所有基础，而不用把早晨塞满一堆零散的小习惯，这些习惯堆积在一起，却不会让你更接近目标。

You cover all bases without filling your morning with all of these disjointed little habits that are stacking up into one, but not moving you any closer to your goals.

简而言之，这就是日常习惯及其意义所在。

So now that's the routine in a nutshell and why we do it.

现在让我们稍微谈谈这个习惯的细节。

Now let's talk about the intricacies of the routine a bit.

这套日常流程有几个关键部分。

So this routine has a few critical parts.

我有个想写的点子。

I have an idea I want to write about.

我为通讯稿拟了个初步大纲。

I have a soft outline for a newsletter.

这些都是我散步时思考的内容，通常我会边散步边听讲座或有声书，并把任何可用于写作的灵感记在笔记里。

Those are what I think about on walks, and I normally have a lecture or audiobook for my walks, and I jot down any ideas that can be used for my writing in my notes.

这就是我完整的构思与研究流程。

That is my entire ideation and research process.

最出色、最有活力的写作都源于亲身经历。

The best, most energetic writing comes from experience.

当我坐下来写作90分钟时，我不是空着脑袋发呆不知道该写什么。

When I sit down to write for ninety minutes, I'm not just sitting there with a blank head wondering what to write.

因为我散步时听到的内容会激发灵感，或者灵感本身就来自我正在听的内容，这些我都已经记在笔记里了。

I already have all of it written down in my notes from my walk because I listen to stuff that sparks an idea or the idea is in the thing that I'm listening to.

大多数写作都源于研究，对吧？

Most writing just comes from research, right?

如果你不知道该写什么或创作什么，那是因为你没有在做研究。

If you don't know what to write or what to create, it's because you're not researching things.

你没有在阅读。

You're not reading.

你没有在倾听。

You're not listening.

如今你不会在困惑或AI等事物上搜索，并将收集到的所有想法整合成一个引人入胜的叙述。

You're not searching on perplexity nowadays or AI or other things and forming all of those ideas that you gather into a compelling narrative.

这里的叙述不必是虚构故事，甚至不必是泛泛而谈的人物故事。

A narrative in this case doesn't have to be a fictional story or even a story about a person in general.

它只需遵循问题与解决方案的流程。

It just has to follow a problem and solution flow.

现在这里有不少注意事项，稍后我会解释。

Now there are quite a few caveats here, so I'll explain those.

但散步后——也就是前三十分钟，我起床喝水，散步，然后淋浴，坐下开始写作。

But after my walk, so the first thirty minutes, I wake up, I drink water, I go on a walk, and then I shower, sit down, start writing.

我写什么开头呢？

What do I start writing?

我从社交媒体帖子开始写，对吧？

I start with social posts, right?

因为这有点像另一种创意生成机制。

Because that's kind of like, another idea generation mechanism.

散步能让我的思维活跃起来。

So my walk, it gets the juices flowing.

我正在进行研究。

I'm researching.

回来后我开始写社交帖子，这些短内容让我不必纠结长篇大论就能表达想法。

I get back, I start writing social posts and those allow me to write shorter ideas without worrying about the long one.

于是我将研究内容扩展成更丰满的观点，最终形成社交帖子。

So I take my research and I flesh those ideas out into bigger ideas that get put into social posts.

写完30分钟的社交媒体帖子后，接下来要花60分钟撰写新闻简报。

So after that thirty minutes of social post writing, it goes into sixty minutes of newsletter writing.

每当我提到这点，人们就开始困惑，因为他们不理解新闻简报的价值，也不明白你写的不仅仅是份简报。

Now when I state that, that's where I start to lose people because they don't understand the value of newsletters and don't understand that it's not just a newsletter that you're writing.

那么让我们来谈谈新闻简报及其在这方面的功能。

So let's talk about newsletters and their function in this.

第一点是：新闻简报代表着新受众。

The first point here is that newsletters are the new audience.

对此最常见的反驳是：现在没人会查看邮件了。

And the first objection to that is, well, nobody checks their emails anymore.

这正是圈外人才会说的话。

And that's exactly what someone who isn't in the arena would say.

如果真是这样，我的新闻简报分析数据就不会在订阅者少90万的情况下，还比YouTube分析数据高出一倍。

Because if that was the case, my newsletter analytics wouldn't be double my YouTube analytics with 900,000 fewer subscribers.

没错。

Yes.

你没听错。

You read that correctly.

坦白说，多数人根本不会写新闻简报，要么只想抒发个人感悟而不考虑为读者提供实际价值，于是陷入愤世嫉俗的循环——抱怨世界不关注自己的文章，这又加剧了他们无法变现的困境。

Frankly, most people just suck at writing newsletters or all they want to do is write about their deep thoughts without caring or providing tangible value to the reader so they get stuck in this noble loop of being mad at the world for not caring about their writing which reinforces their inability to make money.

他们不愿改变。

They don't want to change.

若想获得任何形式的成功，你必须在艺术性和商业性之间找到平衡。

If you want to achieve any form of success, you need to strike a balance between art and business.

你必须关心自己所做的事，但其他人也必须如此。

You must care about what you do, but so must other people.

你必须参与注意力争夺战，并学会玩好这个游戏。

You must play the attention game and learn to play it well.

与普遍看法相反，你确实可以同时吸引注意力并提供帮助。

Now contrary to popular belief, you CAN capture attention and be helpful at the same time.

事实上，除非你能吸引注意力，否则你根本无法提供帮助。

In fact, you CAN'T be helpful unless you capture attention.

好的。

Okay.

回到正题，为什么通讯简报如此重要？

Back on topic, why are newsletters so important?

首先是算法已转向兴趣图谱。

First is that algorithms have switched to an interest graph.

社交媒体粉丝数意义不大，因为任何内容都可能走红，但拥有粉丝仍是一个微小优势。

Social media followers don't mean much because anything can go viral, but having followers is a slight advantage.

这意味着直接触达受众的渠道已转向邮件列表和社群，但邮件仍比加入社群平台的阻力更小。

This means direct access to your audience has shifted to email lists and communities, but emails are still lower friction than joining a community platform.

像Substack这样的平台已将通讯简报与社交信息流整合，人们不仅能收到邮件，还能获得手机通知和更好的阅读体验。

Platforms like Substack have integrated newsletters with a social feed so people don't only get emails but notifications on their phone and a better reading experience.

最后，长文内容是你建立信任并探讨深层思考的方式，因为社交媒体偏爱浅层内容。

And last, long form content is how you build trust and talk about your deeper thoughts because social media biases surface level content.

这些对大多数人来说都说得通，但许多人仍未意识到通讯简报的力量。

So those make sense to most people, but many are still missing the power of a newsletter.

首先，如果你是一个人经营业务，为每个平台都创作原创内容是很愚蠢的。

First, if you're a one person business, it would be stupid to write original content for every single platform.

你既没有时间，也不可能整天写作。由于专注力的特性，你无法产出高质量内容，因为质量源于对一个想法的专注剖析。

You wouldn't have the time or you'd be writing all day and due to the nature of focus, you wouldn't be writing anything high quality because quality comes from focus on one idea and dissecting it.

所以相反，你应该尽你所能写出最好的内容。

So instead, you write the best possible content you can.

你写出最棒的新闻通讯，然后写出最棒的社交媒体帖子。

You write the best newsletter, and then you write the best social posts.

接着你为每个平台重新调整所有这些内容的格式。

And then you reformat all of those things for every single platform.

你把新闻通讯改写成YouTube视频脚本。

You take your newsletter, and that becomes a YouTube script.

你把X（原推特）、Threads等平台的社交帖子，跨平台发布到领英上。

You take your social posts from x or threads or whatever it is, and then you cross post them everywhere to LinkedIn.

你可以把它们变成Instagram轮播图，或是改编成正式脚本、短视频脚本或TikTok脚本，然后对着镜头录制发布。

You turn them into a Instagram carousel, or you turn them into a real script or a short script or a TikTok script, and you record it in front of a camera and post it.

别担心人们在不同平台消费相同内容——重复接触你最优质的想法对人们有益。

Don't worry about people consuming the same thing across all different platforms because people benefit from repetition of your most quality ideas.

当你听一位音乐艺术家的作品时，你会反复聆听他们最出色的音乐。

When you listen to, an artist, a music artist, you listen to their best music over and over and over again.

这就是你作为创作者或作家的本质。

That's what you are as a creator or writer.

人们不会仅读一篇你三年前的帖子就完全理解你的全部思想。

People don't read one of your posts from three years ago and then understand everything that you're about.

你必须不断从新的角度重复自己。

You have to repeat yourself constantly from new angles.

现在另一件事是，你写的通讯越多，就越擅长，而且可以预先测试标题和缩略图，因为这就是通讯的标题和缩略图。

And now the other thing here is that the more you write newsletters, the better you get at them and you can test the title and the thumbnail beforehand because it's the title and the thumbnail of the newsletter.

有趣的是，人们总以为我有个庞大的内容团队。

Now the funny thing here is that people always think that I have this massive content team.

比如他们会联系我问：'嘿，你的团队做这个、这个和这个吗？'

Like, they'll reach out to me and be like, hey, does your team do this, this, and this?

他们问我关于团队的问题，但其实只有我和我的编辑两个人。

And they're asking me questions about my team, and it's just me and my editor.

所有内容都是我自己做的。

I do all of the content.

对吧？

Right?

视频是我自己录的。

I record the videos.

所有帖子都是我自己写的。

I write all of the posts.

我每天要写一到两篇帖子，每周写一篇通讯。

I literally write one to two posts a day, and I write one newsletter a week.

这就是我所有的内容产出。

That's all of my content.

仅此而已。

It's nothing more than that.

看起来我做了很多事，因为我无处不在，这正是因为我践行了刚才告诉你的那些话。

It just seems like I do a lot because I'm everywhere because I do what I just told you to do.

现在，我建议你看看我的其他社交媒体视频，因为仅仅发布内容不会让你走得太远。

Now, I would recommend watching some of my other social media videos because, just posting isn't gonna get you that far.

你必须真正理解。

You actually have to understand.

我在这个视频里提到过，但你必须真正理解社交媒体的运作机制、算法、注意力以及其他因素。

I've mentioned it in this video, but you have to actually understand the mechanics of social media and the algorithm and attention and other things.

你不能只是开始写作然后指望进步，大多数人开始写作时不明白，如果他们没在成长，那说明有问题。

You can't you can just start writing and get better, but most people start writing and they don't understand that if they aren't growing, something's wrong.

所以他们只是继续发布内容，获得同样的互动量，却没意识到这是个需要通过教育、实验和实践来纠正的错误。

And so they just keep posting and getting the same amount of engagement, and they don't realize that that's an error that should be corrected through education, experimentation, and practice.

你可以开始发布内容，但如果毫无进展，就需要持续学习社交媒体、营销、说服力等知识，并实践和试验你学到的工具和策略，直到看到效果，然后在这些成果上加倍投入，循环这个过程。

So you can start posting, but if you aren't going anywhere, you need to continually study social media, marketing, persuasion, etcetera, and implement and experiment with the tools and tactics that you're learning until you start to see results and then you double down on those results, repeat the process.

砰！（表示成功）

Boom.

现在你不必购买课程。

Now you don't have to buy a course.

关于新闻简报为什么重要的第二点是，它们能让你赚到最多的钱。

Now the second thing about why newsletters are important is because they're gonna make you the most money.

那是你推广产品或服务的地方。

That's where you promote your products or services.

所以我的策略非常简单。

So my strategy is very simple.

我在网上发布的每一条内容最终都会引导读者回到我的电子报。

Every single thing I publish online leads back to my newsletter.

我每天都会在所有平台上发布一次电子报的链接。

I link to my newsletter on all platforms once a day.

当然有时我会忘记，而我的电子报正是我推销产品或服务的地方。

Sometimes I forget, of course, and my newsletter is where I pitch my products or services.

按照我的标准，这些电子报篇幅较长、内容深入且有价值，即使人们不购买我的产品，也能从中获益。

Since my newsletters are somewhat long, deep, and valuable by my standards, even if people don't buy from me, they still get something out of it.

这种做法消除了销售中大部分的廉价感，始终把价值放在首位。

This removes most of the sleaziness from sales and keeps the focus on value first.

由于我的电子报会被制作成YouTube视频，这些推广内容自然也会延续过去。

And since my newsletter gets turned into a YouTube video, those promotions naturally carry over.

当我告诉你'嘿，看看描述里的内容'时，那是因为我已经在电子报里这么做了。

When I tell you, hey, check this out in the description, that's because I've already done that in my newsletter.

如果你想了解我如何撰写电子报，请查看描述中指向Substack的链接，那里有我写给初学者的电子报写作指南，我也会在那里附上其他几篇相关文章。

Now, if you want to understand how I write newsletters, check out the link in the description to a post I have on Substack about writing a newsletter as a beginner and I'll link a few others there too.

现在我们理解了电子报，那么社交媒体呢？

So we understand newsletters, but what about social media?

对吧？

Right?

因为晨间惯例大致是：三十分钟散步，三十分钟发社交帖，三十分钟写电子报——这就是基础。

Because the morning routine is kinda like thirty minutes of walking, thirty minutes of social post, thirty minutes of newsletter writing, and that's the foundation.

这基本上就是赚钱的方式。

That's literally just how you make money.

对吧？

Right?

你可以打造一个产品，这需要时间，但一旦产品完成，你只需为其引流即可。

You you can build a product and that's gonna take some time, but once you build the product, all you have to do is send traffic to it.

你需要专注于分发和品牌建设，也就是每天创作内容，确保持续增长，然后推广产品。

You need to be just focused on distribution and brand, which is writing content every day and making sure that you're continuing to grow and then you promote the product.

你越擅长引流或培养受众，通过自有产品、服务、联盟推广、赞助等途径赚的钱就越多。

And the more, the better you are at generating traffic or building an audience, the more money you make on the products or services that you've built or affiliate offers or sponsorships or whatever it may be.

所以你的意思是这些都说得通，但你已经写了这么久，订阅量却不见增长。

So you're saying that that all makes sense, but you've been writing for however long and your newsletter isn't growing.

这就是新闻简报的陷阱。

And that's the newsletter trap.

其实这是长内容形式的普遍陷阱，适用于YouTube、播客和新闻简报。

It's actually the long form trap in general because it applies to YouTube and podcasts and newsletters.

你开始写是因为像我这样的人列举了各种好处，结果你只专注写作却不理解整个运作体系。

You start writing them because someone like me persuades you of all the benefits, so you prioritize only that without understanding the complete system.

当你持续写作却无人回应时，就会感到气馁。

And then you get discouraged when you keep writing into the void.

新闻简报就像博客。

Newsletters are like blogs.

发布博客后，它基本就静止不动，除非你主动引导流量过去。

When you post a blog, it kind of just sits there and does nothing until you send people to that blog.

当然SEO确实存在，但我从不关心这个，所以也不打算教。

And, yes, SEO is a thing, but I haven't cared about that, so I'm not going to even attempt to teach it.

我想要即时反馈。

I want instant feedback.

我不想花几个月时间等待成效。

I don't want to wait months for traction.

关键在于，要让品牌长久成功，你的首要任务之一就是让人们订阅你的简报。

The point is, one of your sole priorities for the longevity and success of your brand is getting people to subscribe to your newsletter.

你的简报就是你的核心受众，是那些信任并愿意支持你的人。

Your newsletter is your core audience, the people who trust you and want to support you.

简报只有被实际展示在他人面前才能增长，仅靠内容优质就指望增长是极不现实的。

Newsletters only grow if they are physically placed in front of other people, and it is extremely unlikely that they will grow just because they're good.

要么你得主动引流并向他们推广简报，要么需要有人阅读后非常喜欢，进而分享给朋友或他们的受众。

Either you have to generate traffic and promote your newsletter to them, or someone needs to read your newsletter and enjoy it so much that they share it with their friends or their audience.

所以你需要同时打好浅层和深层的组合拳。

So you need to play both the shallow and the deep game.

对吧？

Right?

YouTube、播客、简报，这些属于深层打法。

YouTube, podcast, newsletters, that's the deep game.

浅层打法则是社交媒体。

The shallow game is social media.

那里能吸引广泛受众。

That's where you attract a broad audience.

然后你持续将简报呈现在他们面前。

Then you put your newsletter in front of them on a consistent basis.

如果你不再把它展示在他们面前，它就会停止成长。

If you stop putting it in front of them, it stops growing.

说到YouTube，我断断续续发了五年视频，而且当时对YouTube了解不多。

When it comes to YouTube, I posted for, like, five years inconsistently given that, and I didn't know much about YouTube.

我断断续续发了五年视频，却毫无进展。

I posted inconsistently for five years, and it didn't go anywhere.

当我开始自由职业做网页设计后，开始在社交媒体上写作时，我意识到不必拘泥于YouTube的游戏规则，因为我在短视频平台积累观众，可以把他们引导到长视频。

And when I started writing on social media after I started freelancing with web design, I realized that I didn't have to play the YouTube game because I was building an audience on short form, and I could lead them to the long form.

我只需要推广我的YouTube频道。

I could just promote my YouTube.

就这样我积累了一万订阅用户，后来有个视频突然爆火，现在YouTube基本能自我维持了。

That's what got me to 10,000 subscribers and then one video popped off and now YouTube is kind of self sustaining.

如果你不知道如何撰写社交媒体帖子，我也会在描述里放上我写的相关文章链接供你参考练习。

Now if you don't know how to write social posts, I'll also leave link in the description to articles that I've written on those so you can start practicing.

但现在我们需要讨论的是：这到底怎么赚钱？

But now we need to talk about, okay, how does this actually make money?

如果每天花两小时写作能稳定增长你的受众群体，而你恰好有人们需要的产品或服务，那么你的收入会随着受众增长而增加，且无需增加工作量。

If two hours of writing a day consistently grows your audience and you have a product or service that people want, your income increases as your audience does, and you don't need to increase the amount of work you do.

当然，这是有变数的。

Of course, this is variable.

对吧？

Right?

如果你是自由职业者、教练或服务型企业主，客户越多，你的时间就越少。

If you're a freelancer or a coach or a service business and you have clients, the more clients you get, the less time you have.

所以你必须理解如何将服务产品化。

So you have to understand the how to productize.

对吧？

Right?

当你发展到客户多到接不过来时，要么组建团队继续扩展服务业务，要么将业务产品化——转向创建社群、课程、工具软件等形态。因为成功的服务业务能带来资金支持这种转型。

If you're you get to the point where you have so many clients that you can't take them on anymore and then you either hire a team and continue growing the service business or you productize down and you start doing a community or a cohort or a course or some kind of other tool or a software or something of that nature because if you have a successful service business, you have money and you can do that.

但随着受众增长，你可以通过产品化收回时间。

But as your audience grows, then you productize down and you get your time back.

虽然我实际工作时间超过两小时，但本视频核心观点是：这两小时作息是我一切行动的基石。

I work more than two hours, but what I'm saying for the entirety of this video is that this two hour routine is the literal backbone of anything that I want to do.

多数人从未真正研究过成为创作者所需的成功技能。

Most people don't actually study the skills that allow them to succeed at being a creator.

他们只是模仿喜欢的YouTuber或推特账号开始写作，然后就期待金钱从天而降。

Instead, they see a YouTuber or Twitter account that they like, they decide they want to start writing, which is great, and then expect money to just magically appear.

他们指望YouTube广告或Instagram变现功能能支撑全职创作。

They pray that YouTube AdSense or Instagram's monetization features will pay them enough to do it full time.

但问题是：

Now here's the thing.

我亲自测试过这些变现功能。

I've tried those monetization features.

以我在Instagram上170万粉丝的体量，每月600万次曝光仅带来300美元收入。

With my audience size 1,700,000 on Instagram, I make about 300 a month while generating almost 6,000,000 impressions per month.

这简直荒谬。

That's just insane.

所以如果你想真正获得收入，就需要打造一个产品或服务，并在每天或每期通讯中持续推广。

So if you actually want to get paid, you need to build a product or service and promote it every single day or in your newsletters every single time you write them.

如果你拥有产品或服务，并且大多数受众都能看到，那么你能赚取的收入会是平台单纯发布内容所支付报酬的10到50倍。

If you have a product or service and most of your audience sees that, you can make 10x to 50x more than any platform would ever think of paying you just for posting on it.

一个好的指标是争取每位粉丝每月带来50美分到1美元的收益。

A good metric is aiming for 50¢ to a dollar per follower per month.

如果达不到这个标准，就需要优化产品组合，或是深入学习营销和销售技巧。

If you can't hit that, your product stack needs a refinement or you need to study marketing and sales more.

那么如何进行推广呢？

So how do you promote?

首先创作社交媒体内容，然后将受众引流至通讯，在通讯中进行1-2次推广，最后再通过社交媒体宣传内含链接或推广内容的通讯。

First, you write social content, then you send people to your newsletter, then you promote one to two times in your newsletter, and then you promote the newsletter with your links inside of it or the promotions inside of the newsletter on social media.

这样做还有个好处：你不是直接在社交媒体时间线上推销。

The other benefit here is that if you do this, you aren't selling directly on the social media timeline.

对吧？

Right?

这样能在选择关注你的受众中建立高度信任，因为你并非无时无刻都在推销。

You build a lot of trust in the audience that chooses to follow you because you aren't selling all of the time.

你为人们提供了更多可阅读的内容。

You give people something more to read.

对吧？

Right?

你要通过通讯向他们推销，并说明这对他们的益处——因为这确实有益。

You sell them on your newsletter and why that's beneficial to them because it is.

这很有价值。

It's valuable.

内容虽长，但里面包含了你产品或服务的链接，这样人们可以从信任的角度去查看并购买，对吧？

It's long, but that has links to your products or services inside of it so people can go view those, purchase those from a place of trust, right?

这不必是ClickFunnels的倒计时器来制造稀缺感。

This doesn't have to be a ClickFunnels countdown timer to get people into this scarce mindset.

你要先提供价值，先建立信任。

You're going value first, trust first.

最后，我之所以如此喜欢这个方法，是因为它与大多数人的建议背道而驰。

And lastly, why I like this so much is that it's antithetical to what most people tell you to do.

如果大多数人都在这么做，要么意味着市场饱和，要么人们已经习以为常，或者市场成熟度高，效果不如从前，要么很快就会失效。

And if most people are doing it, that either means that it's saturated or people are used to it or the market sophistication is high and it doesn't work as well as it used to or it's gonna stop working pretty soon.

因为我个人不会随时都在推销。

Because I personally don't sell anytime that I can.

我想玩长期游戏，而这并不适合所有人。

I want to play the long game and that's not for a lot of people.

如果你急需现金，你可以找份工作，或者学习像代理或自由职业这类服务业务的客户获取策略，然后埋头苦干。

If you need cash and you need it fast, you can either get a job or you can study customer acquisition strategies for a service business like an agency or freelancing and just grind that out.

大概就是这样。

So that's kind of it.

这就是两小时的日常安排。

That's the two hour routine.

三十分钟散步，九十分钟写作。

Thirty minutes of walking, ninety minutes of writing.

这是你未来想要建立的任何业务的基准线，你的收入会增加而工作量不会增加。

That's the baseline of any kind of business you would want to build ever, and your income increases without your work increasing.

明白了吗？

Make sense?

希望如此。

I hope it does.

如果没明白，请留言评论。

If it doesn't, leave a comment.

我可以再制作一个视频。

I can make another video.

离开前请点赞、订阅。

Before you leave, like, subscribe.

只需点击两个按钮，并考虑观看下一个推荐视频，或者直接去我的频道看看能引起你兴趣的视频。

It's just two buttons and consider watching the next recommended video or just going to my channel and checking out a video that piques your interest.

感谢观看。

So thank you for watching.