如何打造超越99%人群的个人品牌

我从未想过自己会拥有个人品牌。

I never thought that I was going to have a personal brand.

大约在2016年，我还在读大一，和我住在同一层楼的朋友一起开了个YouTube频道。

Back in 2016 or so, I was a freshman in college, and my friend and I, who lived on the same floor, started a YouTube channel.

其实就是你现在看的这个YouTube频道，只不过所有视频都被删除了。

It's actually this YouTube channel that you're watching right now, but all of the videos are deleted.

所以这个频道我已经拥有这么久了。

So I've had this channel for that long.

过去我们制作过一些健身操类的视频。

And in the past, we made, like, videos on calisthenics.

我们尝试过饮食挑战，比如一万卡路里挑战，还有一些访谈类视频，但都没什么起色。

We did eating challenges, challenges like a 10,000 calorie challenge and other like talking head videos, and it didn't get anywhere.

当时我们不知道自己在做什么，但这并不是终点。

We didn't know what we were doing, but that wasn't the end.

我一直都有想做些创造性事情的渴望。

I always had this desire to do something creative.

我从未想过这会成为一个个人品牌，但我确实想做点什么。

I didn't think it was gonna be a personal brand by any means, but I wanted to do something.

于是很自然地，我开始尝试其他事物，涉足了摄影/数字艺术/剪辑领域。

And so naturally, I started experimenting with other things, and I got into photography slash digital art slash editing.

我特别喜欢其中的剪辑部分。

I really like the editing portion of it.

如果你翻到我Instagram的底部，就能看到那些剪辑作品。

And if you scroll to the bottom of my Instagram, you can see those edits.

严格来说，那时'TheDanCo'这个名字（我的账号名）就诞生了。

And that's technically when the name TheDanCo or my handle was born.

当时我暑假在做救生员，正在思考该给我的Instagram页面起什么名字。

I was a lifeguard over the summers, and I was trying to think of, okay, what should I name my Instagram page?

当时的同事们就说，不如把你的名字简写成这样？

And the my coworkers at the time were like, oh, what if you just shorten your name to this?

我就想，好吧，随便吧。

And I'm like, okay, whatever.

就这样，我通过数字艺术和编辑获得了一些粉丝，但最终我精疲力竭了，因为我试图每天完成一个编辑作品，实在无法承受每天早上服用阿得拉然后盯着Photoshop工作六小时的生活。

And it just Now I gained some followers doing the digital art and editing, but I eventually burned out because I tried to do one edit a day, and I couldn't handle taking Adderall every morning and busting out six hours staring at Photoshop.

所以那个计划失败了，但我真的、真的、真的不想大学毕业后就去找工作。

So that failed, but I really, really, really didn't want to get a job after graduating college.

那就像是我的驱动力。

That was like my driving force.

我从未真正想过长大后要成为什么样的人，但我确实知道自己不想和大多数人一样。

I never really knew what I wanted to be when I grew up, but I did know that I didn't want to be like most people.

于是继续尝试更多生意。

So onward to more businesses.

我尝试建立了三个电商店铺。

I tried building three ecommerce stores.

一个是做锐舞服装的 dropshipping。

One was drop shipping rave clothes.

另一个是极简主义钱包。

The other was minimalist wallets.

另一个是防蓝光眼镜。

The other was blue light glasses.

在学习了Facebook广告课程后，我向父亲借了2000美元（不是8000美元），最终在大学三年级时总共欠下了8000美元。

And after taking courses on Facebook ads and borrowing $8,000, not $8,000, borrowing $2,000 from my dad, I eventually racked up a total of $8,000 as a junior in college.

在经历了三家电商店铺、SEO代理、内容营销代理、尝试网页设计、Facebook广告等一系列短暂创业后，作为一个已经和七个室友合租以将月租金压到约203,100美元（原文可能有误，应为203美元左右）的穷大学生，还兼职打工却负债8000美元，这处境可不太妙。

And that was just after a bunch of short lived ventures like the three ecommerce stores and SEO agency, a content marketing agency trying to do web design, trying to do Facebook ads, trying to do all of these things, and being $8,000 in debt as a broke college kid who's already living with seven other dudes trying to lower their rent to like $203,100 a month while working part time, that's not a good spot to be in.

压力山大。

That's a lot of stress.

现在到了高潮部分——我最终找了份工作。

Now for the climax, I ended up getting a job.

当时我一直在学习编程，因为我发现这是不需要学位也能从事的领域。

I had been studying programming because I learned that it was something that I could do without a degree.

我想，好吧，如果我学会这个，或许能当个备选方案。

And I thought, okay, well, if I learn this, maybe that's my backup plan.

对吧？

Right?

我不认为我能拿到编程学位，但我知道我能快速学会，因为我擅长自学。

I don't I don't I'm not gonna be able to get a degree in programming, but I know I can learn it very quick because I'm good at self educating.

于是我就这么做了。

And so that's what I did.

最终我在亚利桑那州的一家机构找到了一份基础网页设计工作，每天前几个小时我都在忙自己的事，因为我早就认识到坐班工作的残酷现实——大部分时间都在拖延。

And I ended up getting a very base level web design job at an agency in Arizona where pretty much I would spend the first few hours of my day working on my own stuff because I learned the brutal reality of working a desk job early on is that most of your work is just procrastination.

你其实什么都没做。

You're not really doing anything.

大多数坐班的人——我知道有例外——

Most people that work a desk job, I say most people, I know there's exceptions.

多数人可以像我一样先忙自己的事，把工作拖到最后，然后复制粘贴电商店铺模板应付差事，领工资下班。

Most people can work on their own stuff, procrastinate their work like I did until the end, and then just copy paste templates for the ecommerce stores that I was working with and call it a day and get paid.

但我知道如果这份工作做太久，我就会安于现状。

But I knew that if I stayed in that job for too long, I would get comfortable.

妻子、房贷、孩子、责任——这些都没错，但它们会把我压垮，让我失去时间、金钱和精力。

The wife, the mortgage, the kids, the responsibilities, nothing wrong with those things, but it would just like pile drive me into the state of not having any time, money or energy.

那时我的生活就会进入自动驾驶模式。

My life at that point would then just go on autopilot.

长话短说，我最终做起了自由职业的网页设计工作。

Now to keep this brief, I ended up making freelance web design work.

所以当我在工作时拖延所有任务时，我就尝试为我的网页设计业务接自由职业客户，因为这就是我的工作领域。

So while I was at my job and I procrastinated all my work, I would just try to land freelance clients for my web design stuff because that's what I worked in.

这是我熟悉的领域。

That's what I understood.

我对如何帮助人们进行网页设计有基本的了解。

I had a general understanding of how to help people with web design.

但在成功开展自由网页设计业务后，我意识到自己只是给自己创造了第二个朝九晚五的工作，因为我仍在处理客户项目。

But after making the freelance web design thing work, I realized that I had just built myself into a second nine to five because I was still working on client projects.

我仍在做那些我并不关心的项目。

I was still working on projects that I didn't care about.

所以当所有这些想法在我脑海中盘旋时，这不仅仅是'我该不该打造个人品牌'这样一个简单的决定。

So with all of this stuff circulating in my head, it's not just like one decision of, oh, should I start a personal brand?

我当时在做这份工作。

I was in this job.

嗯，我当时在做一份我讨厌的工作。

Well, I was in a job that I hated.

然后我尝试了自由职业，同样不喜欢，而且我已经试过很多不同的事情了。

Then I went into freelancing, which I hated, and I'd already tried so many different things.

所以我的大脑已经准备好做这个决定了。

So I had like my brain was primed to make this decision.

就在那时，我真正发现了社交媒体的力量。

That's when I really discovered the power of social media.

人们只是分享他们的知识和兴趣，我觉得我也能写出类似的内容。

People were just posting about their knowledge and interests, and I felt like I could write similar to what they posted.

他们不需要不断联系客户，因为他们的内容就能吸引客户。

They didn't have to constantly reach out to clients because their content attracted the clients.

我还看到网页设计师销售数字产品，这些产品除了创建时需要花些功夫外，几乎不需要额外努力就能赚钱。

And I saw web designers selling digital products that required zero effort, kinda, beyond creating the product to make money.

所以它满足了我所有的条件，但我之前已经尝试过类似的事情了，就是那些YouTube相关的内容。

So it checked all the boxes, but I had already tried that, right, with the YouTube stuff.

而且我已经通过数字艺术积累了一些观众，但我当时完全不知道如何将其变现。

And I had already built some kind of an audience with the digital art, but I had no idea how to monetize that.

随着时间的推移，正如你们现在看到的，我已经建立了一个相当成功的个人品牌——如果你们想这么称呼的话。

Now as time has gone by, as you guys can see now, I have a rather successful personal brand, if that's what you wanna call it.

我从之前的创业失败、自由职业经历、网页设计数字产品开发等类似项目中吸取了大量经验，最终开始帮助他人打造品牌。

And I had learned so much from my prior business failures and my freelancing stuff and building web design digital products and other things of that nature that I eventually started helping people with their brand.

对吧？

Right?

我做了大概一两年的品牌顾问，现在某种程度上我仍然这么看待自己。

I was a brand adviser for, like, a year or two, and I that's still kind of what I consider myself.

如果要我用两个标签定义自己，其一是作家，因为我确实是个作者。

If I were to label myself as two things, it would be a writer because I am an author.

我创作内容。

I write content.

这就是我喜欢做的事。

That's what I like doing.

还有就是作为品牌顾问，我帮助人们以我发现的独特方式建立他们的品牌，实现他们的目标。

And then a brand adviser where I help people set up their brands to do what they want in the unique way that I've discovered.

所以我今天要分享的就是其中的一部分。

So part of that is what I'm here to share with you today.

我想给你们一些关键要素，帮助你们打造比99%的人都更出色的个人品牌。

I want to give you the pieces that help you build a better personal brand than what 99% of people can do.

让我们从Naval的一句话开始。

So let's start with a quote from Naval.

艺术家从定义上来说就是真实的。

Artists are, by definition, authentic.

企业家也是真实的。

Entrepreneurs are authentic too.

谁会成为下一个埃隆·马斯克呢？

Who's going to be Elon Musk?

谁会成为杰克·多尔西那样的人？

Who's going to be Jack Dorsey?

这些人都是真实的，他们创建的企业和产品都真实反映了他们的愿望和方式。

These people are authentic, and the businesses and products they create are authentic to their desires and means.

这句话出自纳瓦尔的作品《通过真实性逃离竞争》。

That is from Naval's piece called escape competition through authenticity.

现在让我们加快一点进度。

Now let's speed this up a bit.

你来到这里是因为你有兴趣或技能，想将其转化为未来可靠的收入来源，但你不想变成一个空洞的人。

You're here because you have interests or skills that you want to turn into a future proof income source, but you don't want to become a hollow shell of a human being.

你不想把自己局限在一个框框里。

You don't want to put yourself into a box.

你不想把自己塑造成又一个朝九晚五的上班族。

You don't want to build yourself into another nine to five.

所以我想谈谈你能做的最具影响力的事情，这些都是大多数初学者不知道的，因为他们还没开始，或者只是匆匆略过，因为他们被告知其他事情更重要。

So I want to go over the highest impact things you could be doing, and these are the things that most beginners don't know because they haven't started, or they just glance over because they're told that other things are more important.

暂时别管你的细分领域。

Forget about your niche for now.

别管你的个人简介、横幅那些东西。

Forget about your bio and banner and all of that stuff.

这些固然重要，但很多人没有个人简介和头像照样做得很好。

It's important, but there are plenty of people with no bio and a blank profile picture doing just fine.

你长期发布的内容和观点质量，才是塑造一个让人不得不信任的品牌的关键。

Your content and the quality of ideas you post over a long enough time period are what create a brand that people can't help but trust.

这就是你的整个商业策略。

That's your entire business strategy.

信任。

Trust.

金钱是信任的度量标准。

Money is a measure of trust.

现在我要教你所谓的信任矩阵。

Now I'm going to teach you what I call the trust matrix.

它由三个部分组成。

It's composed of three parts.

首先是成长。

There's growth.

即做那些能吸引人的有效方法。

So doing what works to attract people.

其次是真实性，即表达你的核心信念，最后是权威性。

There's authenticity, which is expressing your core beliefs, and then there's authority.

也就是展示你的专业能力。

So displaying your expertise.

几年前我担任品牌顾问时，曾称之为社交矩阵，后来还衍生出各种版本，这很好因为它正在传播开来。

Now, when I was a brand adviser a few years ago, this I called this the social matrix, and there have been spinoffs of it since, which is great because it's going around.

但这基本上是你需要关注的核心要素。

But this is kind of like the baseline of what you need to focus on.

这是个人品牌建设的宏观全景图。

This is the big picture of personal branding as a whole.

在我们讨论完信任矩阵后，我们会谈谈变现问题。

And then after we talk about the trust matrix, we'll talk about monetization.

比如，作为个人品牌，你该如何开始考虑变现？

Like, how do you start to think about monetization as a personal brand?

第一个支柱是增长。

So the first pillar is growth.

关于增长，你需要培养从想法到执行的行动力，这是我观察成功创作者发现的共同模式。

And with growth, you need to build your idea to execution muscle, a pattern I've noticed in successful creators.

当他们注意到一个处于表现力与兴奋点交汇处的想法时，会立即放下手头所有事情把它记录下来。

The moment they notice an idea at the intersection of performance and excitement, they drop anything they were doing and write it down.

这些灵感通常出现在散步时、听有声书或视频时、阅读书籍或深度内容时（而非浏览社交媒体时），或是与他人交谈时。

These ideas typically come to them on a walk, while listening to an audiobook or video, while reading a book or heavy content, not brainwrought social posts, or while having a conversation with others.

这里包含两个要点。

Now there are two pieces here.

首先是表现力，即他们懂得如何用吸引人的方式阐述想法。

First is performance, so they understand how to articulate ideas in an engaging way.

这些想法有潜力表现出色。

The ideas have the potential to do well.

其次是兴奋感，他们真正有兴趣理解这个想法或以自己的方式表达它。

And then second, there's excitement, so they have a genuine interest in understanding the idea or articulating it in their own way.

他们将个人品牌视为这些想法的笔记集合。

They see their brand as a collection of notes of these ideas.

这就是你如何在个人品牌下产生要讨论的想法——关键在于表现力。

So that's how you generate ideas to talk about under your personal brand is performance.

那么其他人会喜欢它吗？

So will other people like it?

它是否有潜力表现出色？

Does it have the potential to do well?

以及兴奋感。

And excitement.

你喜欢它吗？

Do you like it?

你想写关于这个的内容吗？

Do you want to write about it?

当你懂得如何以引人入胜的方式表达想法，并且有意愿将其写下来时，万物皆可成为灵感源泉。

Everything becomes a source of ideas when you know how to articulate an idea in an engaging way and when you want to write about it.

大多数人难以想出值得书写的观点，原因不外乎以下两点。

The reason most people struggle to come up with ideas worth writing about are those two reasons.

他们的大脑缺乏清晰表达的训练，且获取的信息始终停留在理解舒适区。

Their mind isn't trained to be articulate, and they don't consume information at the edge of their understanding.

因此对写作最有益的做法，就是把高互动量的帖子结构当作训练表达能力的辅助工具。

So the single most beneficial thing you can do here for your writing is to use high performing post structures as training wheels for your articulation.

这样当你产生某个想法时，就能将其转化为他人也可能喜欢的内容，获得传播并吸引关注者。

So when you have an idea, you can turn it into something that other people may like as well, and it will get shared and you may gain followers.

若要练习此法，请拿出笔记本或打开笔记应用：列出5-10位你欣赏其表达能力的作家、思想家或创作者，接下来一周每天花一小时浏览他们的社交账号——关键步骤是找出异常内容，即互动量至少两倍于常规帖子的内容，截图或记录在笔记应用中。

So if you want to practice this, pull out a notebook or open a note taking app, write down five to 10 writers, thinkers, or creators who you admire for their articulation, spend one hour a day for the next week scrolling through their social accounts, and this part is important, find their anomalies, the posts that have at least 2x the engagement as their other posts, and then screenshot or write them down in your note taking app.

核心转变在于：你需要停止以消费者身份阅读网络内容，转而以研究者视角进行观察。

The key shift here is you need to stop reading ideas on the Internet as a consumer and you need to start doing so as a researcher.

你这样做是为了给自己的写作激发灵感。

You're doing it to generate ideas for your own writing.

你不是为了娱乐才这么做的。

You aren't doing it for entertainment.

当你已经保存或记录下至少20到30篇代表你想采用的表达方式的帖子后，分析这些帖子为何如此有效。

Now when you have saved or written down at least 20 to 30 posts that represent the articulation you want to adopt, break down why these posts work so well.

这样你就有了一个包含他人帖子或想法的笔记或文档，你希望能以那种方式表达出来。

So you have this note or document of other people's posts or ideas inside of it that you want to be able to articulate in that way.

在每一条下面，写下三到五个要点，说明它为何成功、运用了哪些心理模式、如何吸引注意力、提供了什么价值、人们为何关心、为何如此出色。

Under each of those, you write down three to five bullet points of why it did well, what psychological patterns are being used, how did it capture attention, what's the value there, why do people care, why did it do so well?

你还可以使用这个提示：现在暂停屏幕截图，然后复制粘贴或进行其他操作。

Another thing you can do is just use this prompt where you can pause the screen right now, take a screenshot of it, and then copy paste it or do whatever.

但你粘贴这个提示后，添加社交帖子，它会详细分析为何有效、结构如何以及如何复制，因为它为你提供了逐步复制自己想法的方法。

But you paste this prompt in, you add the social post to it, and then it will break down exactly why that worked, how it's structured, and how to replicate it because it gives you a step by step way to replicate it with your own ideas.

现在所有这些的重点在于，你正在剖析已验证过的想法为何能成功。

Now the point with all of this is that you are dissecting why already validated ideas have done well.

当你练习写作时，若能让人停下滚动、几乎强制读者吸收你的观点，增长就会成为副产品。

When you practice writing in a way that stops the scroll and nearly demands readers to absorb the idea, growth is a byproduct.

这就是为什么这被称为增长支柱，因为它有助于你受众的增长。

So that's why this is called the growth pillar because it helps with the growth of your audience.

如果你的受众没有增长，就不会有持续的流量涌入，也就无法获得收入。

If your audience isn't growing, then you don't have an influx of traffic, so you won't get paid.

你不需要增长数千或数百万粉丝。

You don't need to grow by thousands or millions of followers.

你只需要保持增长。

You just need to be growing.

这个增长支柱的关键在于：已验证的促增长创意已经存在，你需要做的是找到它们、吸收它们、将其转化为自己的内容，并通过实验实现持续增长。

Now, the click with this growth pillar is that validated ideas or things that make people grow are already out there, and it's up to you to find those, take those, and make them your own and experiment until you see consistent growth.

第二支柱是真实性，即用核心理念吸引对的人。

Now, pillar two is authenticity or the core beliefs to attract the right people.

目前在增长支柱部分，你已经知道如何将任何想法转化为人们无法忽视的社交帖子。

So far in the growth pillar, you know how to turn any idea into a social post that people can ignore.

但人们不会追随观点本身。

But people don't follow ideas.

他们追随的是分享观点的人。

They follow people who share ideas.

两个人可以写同样的内容，但人们对帖子的感知会截然不同。

Two people can write the same thing, and people will perceive that post in drastically different ways.

以詹姆斯·克利尔和街上的一个普通人为例，假设他们都发推说‘习惯对你有好处’。

So take James Clear versus a random guy off the street, and imagine they both tweet, habits are good for you.

数千万人知道詹姆斯·克利尔是谁。

Tens of millions of people know who James Clear is.

他们了解他的故事。

They know his story.

他们读过他关于习惯的书。

They've read his book on habits.

他们与他有着深厚却间接的联系。

They have a deep yet indirect relationship with him.

大多数看到詹姆斯·克利尔这条推文的人会点赞转发，仅仅因为这是詹姆斯·克利尔发的。

Most people who read the tweet from James Clear will like and repost simply because it's James Clear.

詹姆斯·克利尔发言这一事实会唤起人们已经意识到的其他观点，这些观点会影响他们对这条推文的解读。

The fact that James Clear is saying brings other ideas that the people are already aware of that they're perceiving the tweet from.

但如果是个路人甲发'习惯很重要'，人们要么无视，要么会评论'这不是废话吗'。

But if a random guy posted it, habits are good, people would either ignore it or they would comment, yeah, no shit.

这里有三个关键点。

So there are three things here.

第一是注意力持续时间。

The first is time under attention.

人们给予你的注意力越多——尤其是通过文章、书籍和视频等长内容形式——他们就越会通过你的其他观点来理解你的帖子。

The more attention people give you, especially in long form content like articles, books, and videos, the more they perceive your posts through the rest of your ideas.

所以要注意的是，我现在已经出版了两本书。

So that's something to watch out for is that I have two books now.

我做YouTube视频已经很久了。

I've been making YouTube videos for a long time.

我拥有大量新闻通讯订阅用户，每期发送的文章都能获得超过10万次阅读。

I have a lot of newsletter subscribers and get over a 100,000 views on each newsletter article that I send out.

因此我可以发布更简单的内容。

So I can send simpler stuff.

我可以发布简单的内容，而读者会带着'这是丹发布的'这样的视角来阅读。

I can post simple content, and people read it through the lens of, oh, Dan posted this.

我了解他的全部理念。

I know his entire philosophy.

我知道其他所有事情。

I know everything else.

我会点赞这个，这会提升互动率。

I'm gonna like this, and that's a boost in engagement.

你的互动率不仅取决于内容创意的质量。

Your engagement isn't only determined by the quality of the idea.

它同时取决于创意质量和你在该领域的深耕时间。

It's determined by both the quality of the idea and your time spent in the game.

这就是为什么大多数初学者会放弃，因为他们从未给自己足够的时间让人们深入了解他们。

That's why most beginners quit because they never give themselves enough time so that people spend enough time with them.

第二点是价值观的契合。

Now the second thing is alignment of values.

当人们知道你是谁、来自哪里以及你的立场时，他们会与你的整体思想建立更深层次的联系。

So when people know who you are, where you came from, and what you stand for, they form a deeper relationship with your ideas as a whole.

第三点是真实的极化效应。

And then the third is authentic polarization.

因为如果你被所有人喜欢，实际上你谁都没真正打动。

Because if you're liked by everybody, you're liked by nobody.

你需要给人们充分反对你、从而也充分认同你的理由。

You need to give people reasons to heavily disagree and thus heavily agree with you.

这是自我展示过程中最困难的部分。

This is the difficult part of putting yourself out there.

其实这些道理都不需要过多解释。

Now all of these things don't need much explanation.

你可以直接感受到，对于那些与你共鸣其故事和核心信念的创作者，你会产生更强的连接感。

You can directly observe that you feel a stronger connection with creators whose story and core beliefs you resonate with.

想象一下你在社交媒体上讨厌的某个人。

Imagine someone that you hate on social media.

很多人讨厌我，但他们却会去看另一个说着完全相同观点的人，只不过对方是通过不同的故事、不同的信念体系和视角来表达，而他们却喜欢那个人。

Many people hate me, but they will go and look at someone else who is saying the exact same thing, the exact same idea, but they're saying it through a different story, a different set of beliefs, a different lens, and they love that person.

所以通常你并不是讨厌或喜欢你关注的某个具体的人。

So it's typically not that you hate or love the specific person that you're following.

而是你与他们产生了更多共鸣。

It's that you resonate with them more.

这就是为什么个人品牌或创作者经济难以饱和——因为每个人都在通过自己的视角和故事发声。

This is why it's difficult for personal branding or the creator economy to get saturated because everyone is talking through their own lens, their own story.

即使那个人已经阐述过你想表达的观点也没关系，因为当你用自己的方式表达时，这些观点会焕发全新的光彩。

It doesn't matter if that guy has already settled the ideas that you wanna say because they're brought to a completely different light when you say them.

如果让你在某个陌生品牌和你喜爱的创作者销售的同类产品之间做选择，你很可能甚至不会知道那个品牌的存在——因为你关注的是这位创作者。

And if you were presented a product to buy from some random brand and a creator selling the same thing that you love, one, you're probably not even gonna know that the other brand exists because you follow the creator.

但无论如何，如果两者同时摆在你面前，你会选择从创作者那里购买，因为你更信任他们。

But either way, if you're presented with both, you're gonna buy the one from the creator because you trust them more.

那么我们如何在自己的品牌中复制这种效应呢？

So how do we replicate this in our own brand?

我们需要在内容中经常展示我们的故事和核心信念，既作为内容主题，也作为重构观点的方式。

We need to illustrate our story and core beliefs often in our content, both as content topics and as ways of reframing ideas.

模型。

Models.

作为一种重构观点的方式，我可以讲述如何建立一个经过验证且潜力巨大的个人品牌，并通过从我的故事开始，使这个话题对我而言独具特色。

As a way of reframing an idea, I could talk about how to build a personal brand, which is validated and has high potential, and make that topic unique to me by starting with my story.

这正是我在视频开头所做的。

That's exactly what I did at the start of this video.

我从一个故事开始讲述，这正是我谈论个人品牌时的独特之处。

I started with a story, and that's what makes me talking about personal branding unique.

现在，关于我的核心信念这个话题，我可以谈谈为什么我个人认为数字产品是新手入门的最佳途径，尽管其他人持不同观点，但我有支持这一看法的理由。

Now, in terms of my core beliefs as a topic, I could talk about how I personally think that digital products are the best way for beginners to start while other people think differently, but I have reasons behind why I think that is.

或者，既然这是我的一个信念——比如数字产品，我也可以重新诠释关于打造产品的经典建议。

Or since that's a belief of mine is like a digital product, I could also reframe classic advice on building a product.

我可以去学习史蒂夫·乔布斯如何打造产品，然后以全新的视角来解读，无论是针对数字产品，还是针对作为一个整体创作者，而非建立一家财富500强公司。

I could go and learn how Steve Jobs builds a product, and I can frame that under a new lens either for digital products or just for being a creator as a whole rather than building a Fortune 500 company.

因此，要做好这一点，写下你过去的状态、引发改变的契机，以及你现在的处境。

So to do this well, write out where you were, what sparked change, and where you are now.

对于你讨论的每个话题或主题，列出你坚信的核心原则。

For each topic or theme you talk about, list out core principles that you hold with conviction.

关于这一点，当你只是坐在空白屏幕前试图将信念倾泻到纸上时，总会感到困难，因为它们不会一下子全部浮现。

Now the thing about this, this is always difficult when you're just like sitting in front of a blank screen and trying to spit your beliefs on paper because they don't all come to mind.

它们并非全都存在于你的显意识中。

They aren't just all sitting in your conscious mind.

你必须从潜意识中挖掘它们。

You have to dig them up from your unconscious.

你需要花大约一周的时间来思考这个问题。

You have to think about this for like a week.

你需要去聆听内容，让其中的观点激发你沿途记录下自己的想法。

You need to go and listen to content and let the ideas from that bring up ideas for you to write down along the way.

但另一种方法是直接利用人工智能来引导我们的思考。

But another way to do this is to just use AI to help guide our thinking.

所以我创建了一个提示词，帮助你提取你的故事和信念，然后将它们整理成一份简洁的文档。

So I created a prompt that helps you extract your story and your beliefs, and then it tidies them all up nicely in like a singular document for you.

相关链接在描述区，我们聊到这就顺便提一下。

So link to that is in the description and also just while we're talking about it.

我知道这和YouTube视频的主题相同。

And I know this is the same topic as the YouTube video.

这是有原因的，如果大家真的感兴趣的话。

That's for a reason if people are actually interested.

但如果你的目标是打造个人品牌，我正在举办一个挑战——三十天内建立盈利性个人品牌挑战。

But if it is a goal of yours to start a personal brand, then I am running a challenge, a build a profitable personal brand in thirty days challenge.

每天你都会收到类似今天讨论的可操作课程，以及相应的行动步骤。

Every single day, you get an actionable lesson similar to what we talked about today, and you get the action steps for that lesson.

每天大约需要30到60分钟，但30天结束时，你将打下坚实基础。

It takes about thirty to sixty minutes a day, but by the end of the thirty days, you will have a foundation.

你将拥有一个令人难以置信的个人品牌，随时可以变现。

You'll have an incredible personal brand that is ready to monetize.

感兴趣的朋友可以从6月16日开始参与。

That starts on June 16 for those interested.

现在说到第三大支柱，可以说也是最重要的——有说服力的教育能改变行为。

Now pillar number three, and arguably the most important, is that persuasive education changes behavior.

大多数创作者都在经营教育类业务。

Most creators build education businesses.

他们教授自己的技能和兴趣领域。

They teach their skills and interests.

当然你也可以尝试成为下一个大网红或OnlyFans模特，但请记住我们的目标是产生积极影响和有意义的工作。

Now, of course, you can try to be the next big celebrity or OnlyFans model, but remember we're aiming for some form of positive impact and meaningful work.

问题是，已经有太多创作者在教授你想教的内容了。

Now the thing is, there are so many creators who already teach what you want to teach.

你可以在YouTube上搜索任何技能，找到大量关于任何主题的视频。

You can search any skill on YouTube and find a ton of videos on any topic.

这正是大多数初学者容易受挫的地方。

That's what trips up most beginners.

他们不相信人们有理由关注他们。

They don't believe that people have a reason to follow them.

既然已经有那么多可以学习的人，为什么还要向你学习呢？

Why would they learn from you when there are already plenty of people to learn from?

这里有两个解决方案。

So there are two solutions here.

第一种是通过新视角来教学，这和我们刚才讨论的内容类似。

The first is to teach through a new lens, which is similar to what we just talked about.

我可以通过你的个人故事或核心信念重新诠释一个主题，就像我可以谈论像个人品牌这样基础的内容，但用我的故事来构建框架。

I could reframe a topic through your personal story or your core beliefs, like how I can talk about something as basic as personal branding, but I can frame it with my story.

或者我喜欢的另一种方式是通过新颖的概念来重构主题。

Or another way that I like to do this is by reframing through a novel idea.

如果你遵循我在成长支柱中给出的建议，那么你正在持续消费或研究信息以寻找创意。

If you're following instructions I gave you in the growth pillar, then you're consistently consuming or researching information to find ideas.

对我来说，当我这样做时，比如纳瓦尔关于'创意是新石油'的观点，即这一代人是在创意领域而非实体领域致富，我就可以通过这个观点引入个人品牌的话题，这样会更具吸引力和独特性。

For me, when I do this, something like Naval's ideas on ideas are the new oil and this generation is getting rich in idea space, not physical space, then I can introduce the topic of a personal brand through that idea, and it's much more compelling and unique.

所以这一代人是在创意领域而非实体领域致富。

So this generation is getting rich in idea space, not in physical space.

那么我可以说，好吧，这是过去的传统商业模式。

So then I can say, okay, here's the traditional business models of the past.

你需要一个实体场所。

You need a physical location.

你需要所有这些条件。

You need all of these things.

但在线上业务中，有了个人品牌，你只需要创意。

But with online business, with a personal brand, you just need ideas.

现在第二个解决方案是说服那些不感兴趣的人。

Now the second solution is to persuade the non interested.

这解决了你在建立个人品牌时的大部分顾虑。

This answers most of your objections when it comes to building a personal brand.

社交媒体上的大多数人并非有意学习。

Most people on social media aren't intentionally trying to learn.

如果他们有意学习，他们会主动搜索相关视频、课程或文章，而你只是被随机推送给社交媒体上的陌生人。

If they were, they would physically search for a video, course, or article on the topic, and you are being spread to random people on social media.

你无法通过像Facebook广告那样输入兴趣和人口统计数据来控制谁看到你的内容。

You don't control who sees your content by typing in their interests and demographics into something like Facebook ads.

因此你需要把你的想法包装得宽泛且吸引人。

So you need to frame your ideas as broad and desirable.

如果我想讨论个人品牌，我不会直接教别人如何选择主题或撰写个人简介。

If I want to talk about personal branding, I don't go straight into giving people instructions on how to pick their topics or create a bio.

那样太无聊了。

That's boring.

这种内容无法获得足够的传播力来触及新受众。

It won't get enough reach to spread to a new audience.

我建议你去研究一下营销中的五个认知层次。

What I would recommend going to research is the five levels of awareness in marketing.

你必须清楚自己在针对哪个认知层次的人群讲话。

You have to know what level of awareness you are speaking to.

当你创建一个产品时，你面对的是更高认知层次的受众，因为他们已经充分意识到自己的问题才会购买产品。

When you create a product, you're speaking to a much higher level of awareness because they were aware enough of their problem to buy the product.

所以你不需要从那些更适合社交媒体的介绍性宽泛内容开始。

So you don't have to start with all of that introduction and broad stuff that is better suited for social media.

你可以直接切入他们购买产品的具体细节。

You just get straight into the details for what they purchased.

但在社交媒体上，没人会考虑这些。

But on social media, nobody is thinking about that.

他们不会花十分钟滑动屏幕就为了找到'如何打造个人品牌'的内容。

They're not trying to scroll for ten minutes to find, okay, here's how I build a personal brand.

哦，这里有个'如何设计网站'的教程。

Oh, here's how I design a website.

哦，这里说的是他们在发现新事物。

Oh, here's a they're discovering new things.

所以练习这个的最佳方式就是开始从痛点与期望结果的角度思考。

So the best way to practice this is to just start thinking in pain points and desired outcomes.

因此我可以从某种假设开始，比如‘如果你想要’（代表欲望），或‘如果你不想要’（代表痛点），这样至少大多数人有可能对我说的内容产生兴趣。

So I could start with some permutation of if you want, which is a desire, or if you don't want, which is a pain point, then most people at least have a chance at becoming interested in what I have to say.

举个例子，我可以说：如果你厌恶余生都在为他人实现梦想，那就开始打造个人品牌吧。

So as an example, I can say, if you hate the thought of building someone else's dreams for the rest of your life, start a personal brand.

接着我可以列举创建个人品牌的好处，说明其风险有多低，以及你几乎可以销售任何东西，从数字产品到软件再到实体商品。

I could then go on to list the benefits of starting one, how low risk it can be, and how you can sell almost anything from digital products to software to physical products.

我可以提出有力的论据，说明人们为何应该建立个人品牌，并将其作为一个可行的选择呈现给他们。

I can make a compelling argument as to why people should start a personal brand and present it as an option for them.

以上就是信任矩阵的内容。

So that was the trust matrix.

现在让我们快速讨论一下初学者最佳的变现方式。

Now let's talk about quickly the best way to monetize as a beginner.

实现盈利的最佳方式其实没有限制。

The best way to monetize is any way.

这些方法实际上都行得通。

They literally all work.

电子书、模板、课程、教练服务、付费通讯、赞助、自由职业、销售实体产品，什么都可以。

Ebooks, templates, cohorts, coaching, paid newsletter, sponsorships, freelancing, selling a physical product, whatever.

大多数人没明白的是，个人品牌本身不是一门生意。

What most people don't understand is that a personal brand isn't a business.

它是一个流量来源。

It's a traffic source.

创始人建立个人品牌是为了给他们的初创企业获取用户。

Founders build a personal brand to get users for their startup.

电商品牌利用用户生成内容来销售实体产品。

E commerce brands use UGC to sell physical products.

只要你拥有可信的个人品牌，从咖啡豆到私密照片，几乎什么都能卖。

You can quite literally sell anything from bags of coffee to nudes if you have a trustworthy personal brand.

没有个人品牌的人需要快速建立信任，或者运用更深层次的心理策略，比如直接反应营销，以确保销售。

Those without a personal brand need to build trust fast or leverage deeper psychological tactics in the form of direct response marketing to secure the sale.

他们需要尽可能快地从广告转向转化。

They need to go from ad to conversion as fast as possible.

这为潜在的不道德策略和一味追求快速赚钱打开了空间。

That opens up room for potentially unethical tactics and a sole focus on making quick money.

既然我们正按照刚才讨论的信任矩阵来建立个人品牌，那么你现在处于非常有利的位置。

So since we're focused on building a personal brand according to the trust matrix that we just went over, you're in a very good spot.

你已经有了愿意从你这里购买的人。

You already have people that want to buy from you.

你不需要担心落地页或标题的优化之类的问题，因为你的内容已经完成了销售工作。

You don't need to worry about the optimization of your landing page or your headline or whatever it may be because your content has already done the selling.

现在我可以列出你应该先开发哪种产品的优缺点，但我要说的是这个。

Now I could list out the pros and cons of which kind of product you should build first, but instead, I'll say this.

我只给你一个指标。

I'll just give you a metric.

你的第一个产品应该不超过一周就能完成，因为你可能已经有一个现成的产品了。

Your first product should take no longer than a week to build because you probably already have a product lying around.

举个例子，来自Stan的John Hugh（Stan是一个允许你托管数字产品等的创作者平台），他成功了。

As an example, John Hugh from Stan, which is a creator platform that allows you to host digital products and so on and so forth, he won.

祝贺他和Stan团队。

Congratulations to him and the Stan team.

我们关系逐渐密切，但他们最近邀请了《CEO日记》播客的Steven Bartlett作为联合所有者，这太棒了，他们将继续发展壮大。

We've grown closer over time, but they recently got Steven Bartlett from a diary of a CEO podcast on as a co owner, which is incredible, and they're going to continue growing.

所以如果你需要一个创作者平台起步，我会押注Stan，无论如何他们都是最经济实惠且全面的选择。

So if you need a creator platform to start out on, I would bet on Stan, and they're the most affordable and well rounded option to go with anyways.

但John Hu最初是TikTok上的创作者，他制作职业建议视频，并意识到很多人都在问他：

But John Hu started as a creator on TikTok, and he made career advice videos, and he realized that a lot of people were asking him, okay.

你是怎么得到高盛那份工作的？

What did you do to get the job at Goldman Sachs that he got?

他时不时提到自己的简历，最终意识到：哦，我可以把这个简历作为模板以10美元出售，就这样他赚了数千美元。

And he mentioned his resume here and there, and he eventually just realized, oh, I could just take this resume, put it up for $10 as a template, and he made thousands of dollars doing that.

他没有把事情复杂化。

He didn't overcomplicate it.

这里有一些你可以尝试的想法。

So here's some ideas of what you could do.

你可以录制一个30到60分钟的培训视频，讲解如何在你所谈论的主题上做一件有影响力的事；或者找到一个曾帮你取得理想成果的旧资源，将其转化为模板；又或者选取一个反响良好的社交媒体帖子，将其改编成简短指南或模板。

You could record a thirty to sixty minute training on how to do one impactful thing based on the topic that you talk about, or you can find an old asset that allowed you to get a desirable result and turn it into a template, or you can take a social post that's received good reception and turn it into a short guide or template.

采用这个策略，我们并不是要赚大钱。

Now we aren't trying to make the big bucks here with this strategy.

我们是要验证一个值得付费的想法。

We're trying to validate an idea that's worth paying for.

所以一开始可以定价10美元左右。

So start by charging something like $10.

如果你的转化率达到2.5%或更高，再考虑将其完善成一个更成熟的产品。

Then if your conversion rate is like 2.5% or higher, then consider turning it into a more fleshed out product.

这样你就不会浪费时间打造人们不需要的东西。

That way you don't waste your time building something that people don't want.

事情真的可以这么简单。

It really can be that simple.

感谢观看。

Thank you for watching.

请点赞、订阅。

Like, subscribe.

记住，'30天打造盈利个人品牌'挑战将于6月16日开始。

Remember, the build a profitable personal brand in thirty days challenge starts on June 16.

如果你想每周收到更深入的邮件内容，可以考虑加入我的Substack订阅。

And if you'd like deeper letters sent to your inbox every week, consider joining my Substack.

相关链接都在视频描述区。

The links to both of those are in the description.

再次感谢观看。

Thank you for watching again.

我们下期视频见。

I'll see you in the next video.

再见。

Bye.