30 Years Of Marketing Knowledge In 53 Minutes
发布时间 2024-07-17 14:59:43 来源
one of the best in the world, only one thing. That thing is marketing. And today I'm gonna teach you how to do it all for free. Even though I've been told I should charge you $5,000 list course, I'm gonna give it to you all for free. I have built 100 million views on my social media per month and one of the largest business personal brands globally in just two years. I've also built a company worth $30 million in the last 12 months called helpback.com and I'm gonna teach you everything I know about marketing that's taken me 30 years to learn right now for free. If you can't watch this video right to the end and get all the knowledge for free that I've got some news for you, you're probably not gonna make it.
世界上最顶尖之一，只有一件事。这件事情就是市场营销。今天我将教你如何免费做到这一点。尽管有人建议我把这个课程定价为5000美元，但我会免费分享给你。我每月在社交媒体上获得一亿次浏览量，仅在两年内我便建立了全球最大之一的个人商业品牌。我还在过去的12个月里创立了一家价值3000万美元的公司，名为helpback.com。现在，我将免费教给你我30年来关于市场营销所学到的一切。如果你不能看到视频的最后并免费获取所有知识，那我有个消息要告诉你，你可能很难成功。
There are nine key elements I'm gonna teach you in marketing today. And first up, hustle marketing. That is one of the deepest ways to get your business known. You can become a millionaire in learning hustle marketing alone, forget the other eight, community marketing. 1000 Tree Fads, you might have heard about it. We're gonna dive into that. How you can build a community and how community can make your life better. Social marketing, of course, going via social media. I'll tell you how to go via one in social. Profitable marketing, one of my favorites. You can actually make a fortune marketing your own business. You'll get paid to market your own business. Part of the marketing, one of my personal loves is working with other people and making crazy shit happen. I'm gonna teach you how to do it.
今天我要教你的九个关键营销要素。首先是「蜜蜂营销」（hustle marketing），这是让你的生意广为人知的最有效方法之一。只需掌握「蜜蜂营销」，你就可能成为百万富翁，可以暂时不考虑其他八个要素。接下来是「社区营销」，也许你听说过「千粉理论」（1000 Tree Fads），我们将深入讨论这个话题，探讨如何建立一个社区，以及社区如何改善你的生活。然后是「社交营销」，自然少不了通过社交媒体进行推广。我要告诉你如何在社交平台上成功营销。再者是「盈利营销」，这是我最喜欢的方式之一，你实际上可以通过为自己的业务做营销而赚取一大笔财富。关于营销，还有一个我个人非常热爱的部分，就是与其他人合作并策划大胆行动。我会教你如何做到这一点。
Paid marketing, actually my least favorite in the marketing triangle, but something you need to understand and have it as an option in your arsenal. Data marketing, understanding the information you're receiving from the backend of your systems will help you boost and create incredible value. I'm gonna teach you how to do it. P.L.R. marketing, an obvious one you think is getting in the newspaper. It's so much more than getting in a newspaper. I fuck the newspapers anyway. I'm gonna teach you how this all works. And finally, I'm probably the most complicated brand marketing. You have to understand brand marketing, but all these pieces, the other eight pieces to come together, let's get started.
付费营销，其实在营销三角中是我最不喜欢的一部分，但这却是你需要理解并拥有作为选择的手段之一。数据营销，通过理解你从系统后台收到的信息，可以帮助你提升和创造惊人的价值。我要教你怎么做到这一点。公共关系营销，很多人以为只是上报纸，其实远不止如此。我不太喜欢报纸上的那套，我会教你这整个过程是如何运作的。最后，可能是最复杂的品牌营销。你必须理解品牌营销，但所有这些部分，以及接下来的其他八个部分需要一起协作。让我们开始吧。
Hustle marketing. Now hustle marketing is one of the easiest things to understand and probably one of the hardest things to actually execute on. It requires a sense of confidence and strategy. Now, a silly example of hustle marketing is I made 400,000 stickers of help back when I launched. In every city we went to and promoted the business, we stuck stickers everywhere. Now it might sound silly, but it works. People would message me saying they'd seen it, take pictures and put it on Instagram saying, what is it? We were quite clever. We did even put the website address on it first. So people are like, what is this help back everywhere? It's sublimable.
“忙碌式营销”。“忙碌式营销”是最容易理解但可能是最难执行的方法之一。它需要一种信心和策略感。举个简单的例子，当年我发起项目时，我制作了40万个“help back”的贴纸。我们走到每个城市宣传业务时，就把贴纸贴得到处都是。听起来可能有点傻，但它确实有效。人们会给我发消息说他们看到了贴纸，还会拍照然后发到Instagram上问这是什么。我们挺聪明的，最开始连网站地址都没有加上去，所以大家都会好奇这到底是个什么东西。这是一种潜移默化的影响。
We put it on aeroplane seats. We had to see front of people. We did it everywhere we could. And you'd be shocked what a simple marketing idea like that can do for your brand. And it doesn't have to cost a lot of money and it can be a lot of fun. Now it doesn't have to be stickers. It could be anything. Stencils on the ground. I saw recently someone jet washing the dirty street with a stencil of their brand. Brilliant. Not all marketing has to cost money. That's one of the themes I'd love to run through this whole thing today. I'm gonna tell you right at the end about brand marketing. And I'm gonna touch on the fact that you're gonna be careful where you put your brand. So for example, this might sound silly, but we didn't put these stickers on portolums. We didn't put these stickers in places that might compromise the brand.
我们把它贴在飞机座椅上。我们需要看到人们的面前。我们尽可能到处都这样做。你会惊讶于像这样简单的营销创意能为你的品牌带来什么。它并不需要花很多钱，还可以充满乐趣。现在它不一定是贴纸，可以是任何东西。地上喷出的模版。我最近看到有人用印有他们品牌的模版来清洗脏街道。太聪明了。并不是所有的营销都要花钱。这是我今天想贯穿整个主题之一。我将在结尾特别讲述品牌营销，并会提到你需要注意品牌放置的位置。例如，这可能听起来很傻，但是我们不会把这些贴纸贴在便携式厕所上。我们不把这些贴纸放在可能损害品牌的地方。
The second thing I'd like to teach you is what I call hustle-hacking. An example is, when I was living in Hong Kong, I found out that the Batman movie was being filmed not far from my office. So me and the team came up with, why don't we all dress up as stormtroopers and gate crash the Batman filming? Now we knew because it was in the street being filmed. They'd be pressed there as well. So what happened? We gate crashed that party. We got a little confrontation going between Batman and stormtroopers. And that was in the front of the paper. Why was a stormtrooper fighting Batman? We got front page coverage on every single major newspaper in Asia. Why? Because we took a risk, because we did something fun. So hustle hack. Think what you can jump into, there's already got all the coverage that if you're there, you'll get noticed.
第二件我想教你的事情是我称为“巧妙行动”的技巧。举个例子，当我住在香港时，我发现《蝙蝠侠》电影正在离我办公室不远的地方拍摄。于是，我和团队想出了一个主意：为什么我们不全部装扮成“星球大战”里的白兵，去“闯入”《蝙蝠侠》的拍摄现场呢？我们知道，因为是在街上拍摄，所以现场也会有媒体在场。那么结果如何呢？我们真的“闯入”了现场，引发了一场蝙蝠侠与白兵的小对峙。这件事登上了报纸的头版：为什么白兵会和蝙蝠侠对峙？我们在整个亚洲的主要报纸上都获得了头版报道。为什么？因为我们敢于冒险，因为我们做了一件有趣的事情。所以，“巧妙行动”就是要想想你可以跳进哪个已经有大量曝光的活动中，这样你就能被注意到。
Number three, you're not gonna like this one, but it's a fact. Knocking on doors is hustle marketing. Knocking on doors and telling people about your service or doing research about your business or asking people if they were by your product or service is literally the lowest cost way of getting a client. Now you'll get a lot of rejections people will tell you to piss off. Who cares? Go and do the research. Now I know knocking on doors is not glamorous. Most people teaching you marketing won't even mention this, but they're missing an opportunity to do great marketing for free.
第三点，这个你可能不太喜欢，但这是事实。敲门推销就是一种积极的市场营销。敲开人们的门，告诉他们你的服务，或者做关于你业务的市场调查，询问他们是否会购买你的产品或服务，这确实是获得客户成本最低的方式。当然，你会遇到很多拒绝，人们可能会让你滚开。但谁在乎呢？继续做市场调查吧。我知道，敲门推销并不光鲜，大多数教你如何做市场营销的人甚至不会提到这一点，但他们错过了一个免费做好营销的机会。
Now finally in the hustle, I'm labeling vehicle. Everywhere you go, everything you do, brand it. Your clothes, this is marketing. I'm wearing all blacks marketing. We're about to launch a doorbell partnership with them in New Zealand. You can go pitch with the all blacks in New Zealand, your dream. Wear your brand on your car, on your scooter, on your skateboard, on your laptop, everywhere. Do everything you can. Get all your friends to wear your teachers. Marketing is an obsession. Marketing is passion. Go out there and make every vehicle you travel in have your brand attached to it.
现在，终于在忙碌中，我在给交通工具贴标签。无论你走到哪里，做什么，给它打上品牌标记。你的衣服，这就是营销。我穿着全黑的衣服就是一种营销。我们即将在新西兰与全黑队合作推出一个门铃项目。你可以去新西兰与全黑队一起推销，这是你的梦想。把你的品牌贴在你的汽车、踏板车、滑板、笔记本电脑上，到处贴。尽你所能做到这一点。让你的所有朋友都穿上印有你品牌的T恤。营销是一种执着，营销是一种激情。走出去，让每一辆你乘坐的交通工具上都有你的品牌标志。
If you've got this far in the video, I want you to take a moment and just please look after yourself. As many of you probably know, I lost my father when I was 15 years old. He died suddenly over heart attack. For the first 10 years of my career, as I learned the things I'm teaching you in this video, I carried that trauma with me. It wasn't until I got help and dealt with this trauma that my career really took off. That's why today I'm pleased to introduce to you BetterHelp, a paid partner in this video today, but a service I really believe in.
如果你已经看到视频的这个部分，我希望你能花点时间好好照顾自己。很多人可能知道，我15岁时失去了父亲。他因突发心脏病去世。在我职业生涯的前十年里，我一直带着这份创伤，同时学习并传授视频中的内容。直到我寻求帮助并处理好这份创伤后，我的事业才真正腾飞。今天，我很高兴向大家介绍BetterHelp，这是本视频的付费合作伙伴，但也是我真正相信的服务。
BetterHelp connects you to a credential to therapist who is trained to listen and give you helpful, unbiased advice. First, you go to their site. You can use my link, betterhelp.com forward slash Simon script. You answer a few questions and BetterHelp will match you to a professional who has years of experience helping people with struggles just like yours. You can do it all from your phone or computer, via a phone call, video chat or messaging. However you feel most comfortable. It's the easiest possible way to start talking to a therapist. And I wish it was around when I needed it. Let BetterHelp connect you to a therapist that can support you.
BetterHelp 将您与一位经过认证的治疗师连接起来，他们接受过专业培训，可以倾听您的问题并给予您有帮助且公正的建议。首先，您需要访问他们的网站。您可以使用我的链接：betterhelp.com/Simon。您需要回答一些问题，之后，BetterHelp 会为您匹配一位具有多年经验的专业人士，帮助您应对与您类似的困扰。您可以通过手机或电脑进行操作，无论是电话、视频聊天还是消息交流，全凭您的舒适度选择。这是与治疗师交流的最简单方法。我真希望在我需要的时候就有这个服务。让 BetterHelp 为您找到一位可以支持您的治疗师吧。
All from the comfort of your own home, visit BetterHelp.com forward slash Simon script and enjoy a special discount on your first month. Now let's get back into it. Next up, community marketing. One of my favorite subjects took me two decades to do this properly. This is a little bit complicated to explain. So I'm gonna start with the top line. The most important thing is that you look after your customers. Right, you'll hear that from all the successful brands.
在您自己的家中悠闲地浏览，访问 BetterHelp.com 斜杠 Simon 脚本，享受第一个月的特别折扣。现在让我们回到正题。接下来是社区营销，这是我最喜欢的主题之一，我花了二十年才真正掌握。这有点复杂，所以我会从重点开始。最重要的是要好好照顾您的顾客。没错，您会在所有成功品牌中听到这一点。
Now some don't do that all the same. I won't name any companies right now. But certainly the ones that don't do that will die eventually. The customer service part is important, but this is more than customer service. This is more than looking at your customer. This is about putting value to your customers by bringing them together. Now this is a competitive advantage if you do this right. Because a lot of brands are very scared to do this. If you think about Sky, they wouldn't put all their customers in one place because it would all be complaining about how shit their service is, right?
现在有些公司没有这样做。我暂时不想点名哪些公司。但是，那些不这样做的公司最终会消亡。客服很重要，但这不仅仅是客户服务。这不仅仅是关注你的客户，而是通过将他们聚集在一起来为他们创造价值。如果做得好，这就是竞争优势。因为很多品牌对此非常害怕。想想Sky，他们不会把所有客户放在一起，因为那样他们都会抱怨他们的服务有多糟糕。
So they don't want to bring their community together because they haven't done a good job looking after all their customers. Your competitive advantage could be that you can do that. So start small. I remember when I started my first community model, I basically picked 10 people and I made them founders. I made them feel like founding members of what I'm doing at Help Bank. 10 people can tell 100 people about what you're doing.
他们不想团结他们的社区，因为他们没有做好照顾所有顾客的工作。你的竞争优势可能在于你可以做到这一点。所以从小规模开始。我记得当我开始我的第一个社区模式时，我挑选了10个人，把他们作为创始人，让他们感受到成为我在Help Bank 所做事情的创建成员的身份。10个人可以把你正在做的事情告诉100个人。
And the idea is to get what we call 1000 true fans. It starts with having 10 dedicated caring members of your community that believe in what you're doing and will promote you and support you. If you can get this model right, your marketing costs can be zero. And all that money you're going to spend, I'm going to tell you about later things like paid ads, I think you can put into this. I think it's better to give the money to your community than Facebook, right?
这个想法是要获得我们所说的1000个铁杆粉丝。首先，你需要在你的社群中拥有10个忠实且关心你的成员，他们相信你所做的事情并会为你宣传和支持你。如果你能做好这一点，你的营销成本可能会降为零。我稍后会告诉你诸如付费广告之类的支出，我认为你可以将那笔钱投入到这个模型中。我觉得把钱给你的社群比给脸书更好，对吧？
Now this means this video probably won't do you by a while Facebook now, so just slack them all. I don't care. You need to know this information. Best thing you can ever do today is build a community or give you a competitive advantage. It will allow you to give your community extra value that otherwise you'd have to give to idiots like Facebook and you can make a brand, have a community, therefore more value than any other brand out there probably doing something similar.
这段视频可能暂时对你没有什么影响，因为现在的 Facebook 如此，所以就无所谓了。我不在乎，但你需要了解这些信息。今天你能做的最好的事情就是建立一个社区，这会给你带来竞争优势。这可以让你为自己的社区提供额外的价值，而这些价值原本可能需要给像 Facebook 这样的公司。此外，你还可以打造一个品牌，拥有一个社区，从而使其比其他可能在做类似事情的品牌更有价值。
Now there's another way to work community that isn't your customers in your silo. And that is probably best illustrated by geniuses like Steve Jobs and Apple. What Apple used to do is every time they had a new product launch they do something called demo days. They'd get 3000 people in the room, not necessarily part of their community, journalists, tech people, people that are influential in the space of talking about products and YouTubers and they would do a demo to them hours before anybody else. So they would give value to a certain community, not their community, before the rest of the world hears about it. That would give those journalists a chance to go and blog about it, do a YouTube video about it, go write about it, make money for themselves by helping Apple.
现在有另一种方法可以与社区互动，而不仅仅是局限于你的客户。这种方法最好的例子可能就是像史蒂夫·乔布斯和苹果这样的天才。过去，苹果每次有新产品发布时，都会举行“演示日”活动。他们会把3000人聚集在一个会场里，这些人不一定是苹果的社区成员，包括记者、科技人士、行业内有影响力的人以及YouTuber，然后向他们进行产品演示，比其他人提前几个小时。这相当于在全世界知晓之前，先为某个特定的群体提供价值，而这个群体并不是他们的客户。这让那些记者能有机会撰写博客、制作YouTube视频或者撰文，借此赚钱，同时也帮助了苹果。
We call this type of marketing beta, community marketing. Now, you have to be careful with this type of community marketing because of course, if you get the wrong people in the room they might write something bad about you as they might write something good. So you need to do your due diligence and vet these people carefully. That being said, all press is good press, right? So let these people be themselves, don't control them too much. Again, I've been a part of the Apple beta room, I've seen how they do it, it's very slick, they even give you product at the end. So you're getting value all the way through.
我们将这种类型的营销称为"测试版社区营销"。在进行社区营销时要小心，因为如果邀请到不合适的人，他们可能会写一些对你不利的内容，当然也可能写一些有利的。所以，你需要进行尽职调查，仔细筛选参与者。不过话说回来，任何宣传都是有价值的，对吧？让这些人展现自我，不要过多控制他们。我曾参与过苹果的测试版计划，看到他们的运作方式，非常成熟流畅，他们甚至会在最后赠送产品。这意味着整个过程中你都会得到价值。
This sort of model is about giving value to people, in this case journalists can make money or a YouTuber can make money out of the preview of your product before anybody else, you've given them that access, it's special, it makes a difference, it's community-based marketing, it's powerful. The third part of community marketing is something I like to label up as subject matter. So when you're doing a community, the key is not that necessarily those people need to make money or they get any benefit, as I've just mentioned with the other two ideas, it's that they feel a very strong bond to your problem that you're solving for the world.
这种模式是为了给人们带来价值。在这种情况下，记者可以通过优先获得你的产品预览从中赚钱，或者YouTuber可以通过这项特权获利。你给他们这样的访问机会，这是特别的，与众不同的，这就是一种社区型营销，非常有影响力。社区营销的第三个部分是我喜欢称之为“主题内容”的东西。当你在进行社区活动时，关键并不是这些人一定要赚钱或从中得到什么好处，如我之前提到的那两个想法，而是他们对你正在解决的世界性问题感到非常强烈的联系。
So an example of this is, I really care about fixing the education system and so I've been working with companies that want to fix the education system too. On one company in particular that I work with called Peace and Pot, what they did, which is really clever, is they said, we want to help fix the education system for five to eight year-olds, we want to give them an alternative way of learning, a forest school way of learning. But they didn't have any money to market the business. So what they did is they went to all the different homeschooling communities and they said, this is the product we built, it doesn't make as much profit, a few pounds a box, and we use that money to make a product better, would you please promote it? Thousands of people did.
所以，举个例子，我非常关心教育系统的改革，因此我一直在与那些也想改善教育系统的公司合作。我特别合作的一家公司叫做Peace and Pot，他们做了一个非常聪明的决定：他们想帮助5到8岁的孩子改善教育系统，提供一种替代性的学习方式，类似森林学校的学习方式。但他们没有资金来推广业务。所以他们找到了各种在家教育社区，并对他们说，这是我们开发的产品，它的利润很低，每盒只有几英镑，我们会用这部分钱来改进产品，希望你们能够推广。结果有成千上万的人响应并进行了推广。
Now, I think this is a really interesting way, it's slightly different to the thousand true fans I mentioned earlier, this is more about mobilizing a sales team around a subject, not necessarily true fans of your product, they might not necessarily be bought in totally to be part of your community, they might be independent and not want to be part of your community, so they might believe in your mission and want to promote you. So it's different to the one power of true fans, but it's also very powerful if you can do it, you tap into what people care about. A lot of people are helping me today, because I'm trying to fix the education system and write what's wrong in that system.
现在，我认为这是一个非常有趣的方法，它与我之前提到的“一千个铁杆粉丝”稍有不同。这个方法更侧重于围绕一个主题来动员一个销售团队，而不一定是你产品的铁杆粉丝。他们可能并不完全想要成为你社区的一部分，也可能是独立的，不想加入你的社区。但他们可能相信你的使命并愿意帮助推广你的产品。所以这种方法不同于单靠铁杆粉丝的力量，但如果你能做到，它同样非常强大，因为它触及到了人们关心的东西。很多人今天在帮助我，因为我在努力改善教育系统，解决其中的问题。
So they will promote this video and share it, they will tell people about this video because they're trying to support what I'm doing and they don't get any benefit from it. But if in the subject format, you can build financial remunerations. So for example, affiliate, which I'm going to go into much more debt for a bit later, but affiliate marketing. So every time someone gets you an order, they get 10%. If you can do the holy grail, they like your subject matter, they want to support you. And you can financially reward them. Bingo, this can be the best marketing you ever get. These people will be motivated and they will help your business fly.
所以，他们会推广并分享这个视频，他们会向他人推荐这个视频，因为他们试图支持我的工作，但从中并没有得到任何利益。不过，如果在这种情况下，你能够建立财务奖励机制，比如说联盟营销（我稍后会详细讨论），那么每次有人帮你完成一笔订单时，他们可以获得10%的提成。如果你能做到这一点，并且让他们喜欢你的内容并愿意支持你，而你又能给他们经济奖励，那就太好了，这可能会是你获得的最好的营销方式。这些人会有动力，他们将帮助你的业务腾飞。
Now there's actually a lot of stuff in community marketing that I'm going to kind of cover in the rest of the subjects, especially branding at the end. Very important, branding part is very important to make community work, and you need the branding piece to work to be able to build this community piece. Next up is social media marketing. Now you might think you know all about this. Trust me, you've done. I've spent the last five years young deep on social media marketing with hundreds of millions of views in the last month, not over a lifetime, on this subject. I know how to go viral and I'm going to teach you.
现在，我会在接下来的主题中涉及到很多关于社区营销的内容，尤其是在最后会重点讲述品牌塑造。品牌塑造在社区的运作中非常重要，想要成功建立社区，就必须让品牌建设取得成效。接下来是社交媒体营销。你可能觉得自己对这个已经很了解了。但请相信我，你可能还没有完全掌握。我已经在社交媒体营销方面深入研究了五年，最近一个月的浏览量就达到数亿次，不是总和，而是单月。我知道如何让内容走红，并且将教会你这些技巧。
Now, it's a funny old word, viral marketing, and I want you to understand that it all starts actually within a social context. Social marketing is more literal than it sounds. You've got to care about the people you're talking to. You've got to imagine you've walked into a pub and you're talking to these people. Don't do what most people do. Walk into a pub and shout, hi, I've got a flower shop, buy my flowers. What happens if you walk into a pub and do that? They tell you to fuck off, right? They tell you to get out of their pub and no one will want to buy anything from you. Not how to do it.
这段话谈到一个很有趣的词汇——病毒式营销，但我希望你明白，这实际上是从社交环境开始的。社交营销比听起来更字面化。你必须关心你与你交流的那些人。想象一下你走进一家酒吧，并与这些人对话。不要像大多数人那样，走进酒吧就喊：“嗨，我有一家花店，买我的花吧。”如果你在酒吧这么做会发生什么呢？他们会让你滚开，对吧？他们会让你离开他们的酒吧，没有人会想买你的任何东西。这不是正确的做法。
You walk into the pub and you do one of three things. This is how you make social media marketing work. It's a free prom attack. You even make people laugh, or you teach them something, or you make them feel a connection. Now, laughing is obvious. If you can make someone laugh, can I make you laugh now? I could try and tell a joke, maybe not. Not my best thing making people laugh. I can do it from time to time. But making people laugh is key to some types of viable content. If you look at videos that are really popular, often there's some element of making people laugh in there.
你走进酒吧，有三件事可以做。这就是社交媒体营销发挥作用的方法。它是一个免费的促销攻势。你可以让人们发笑，或者教他们一些东西，或者让他们感受到一种连结。现在，说到让人发笑，这是显而易见的。如果你能让某人发笑，我现在能不能让你笑一下呢？也许我可以试着讲个笑话，不过这不是我的强项。有时候我能做到。但是，让人发笑是某些类型的热门内容的关键。如果你看看那些非常流行的视频，通常里头都有一些让人发笑的元素。
Teaching people something, they don't want to bore them, so you want to try and have a whiteboard and a pen. Make it interesting. People think they're going to learn something, they will watch it, but it has to be quick these days, right? It has to be short, snappy, and quick. And then finally, connection. Do people believe in your problem? Some of the most popular videos are ones where people are telling their personal stories about mental health struggles or issues in their business. Sometimes having connection, some people can relate to, or make people watch that video, share that video and comment on that video.
在教别人东西时，你不希望让他们感到无聊，所以最好使用白板和笔，使内容更有趣。大家若认为能学到东西就会观看，但如今内容需要简短、有趣、快速。而且，最后还是要注重连结：人们是否相信你所提的问题？一些热门视频就是人们分享个人在心理健康或商业上所遇到的挑战。要与观众产生共鸣，能让他们观看、分享并评论你的影片。
Now, can you get all three of these in here? Sometimes. I've had some videos that have definitely done this. Perhaps if you go look at the pinned videos on my profile, you'll see some of them make people laugh and talk them something, and they feel a sense of connection. It's definitely powerful, you get all three, but you actually only need one to go viral. Number two on social media marketing. Bring value. Bring value. It's so underestimated. I just mentioned it a second ago, but I want to go deeper on this. Like don't just sell people something. Make them feel something. In marketing, we call this sell the sizzle, not the steak.
现在，你能将这三个元素都融入进去吗？有时可以。我确实有些视频做到了这一点。也许你可以看看我个人资料上的置顶视频，它们中的一些能让人发笑、学到东西，并感受到一种联系。把这三种元素结合在一起确实很强大，但实际上，只需要其中一种就能让视频火爆。社交媒体营销的第二点是：带来价值。带来价值。这一点太容易被低估了。我刚才提到过，但我想更深入地谈谈。不要仅仅推销产品，要让人们感受到一些东西。在营销中，我们称这个为“卖吆喝而不是卖产品本身”。
I've said it before, I said it again, don't think about the product. Think about how it makes people feel. Make people feel the finest product will make their lives better. In social media, people will buy because they feel it, not because they're told to do it. Never jump into a social media feed and start telling people, here's your product, please buy it. There's only a few occasions when this can work and that goes back to the community piece, when it's your community. Maybe if you've built a community, you've built a sense of trust, it's not the first time they've heard from you. If it's the first time people have heard from you, you cannot just sell them cold. You need to make them feel something.
我之前说过，现在再说一次，不要只想着产品。要考虑它能带给人们怎样的感受。让人们感受到这是个优秀的产品，可以让他们的生活变得更好。在社交媒体上，人们购买是因为他们被触动了，而不是因为有人告诉他们去买。千万不要突然在社交媒体上出现就开始告诉大家：“这是你的产品，请购买。”这种方法只有在少数情况下有效，那就是在你的社群中，大家互相信任，并且不是第一次听到你的信息。如果人们是第一次听说你的产品，你不能贸然直接推销。你需要让他们有共鸣。
So when you do social media posts, bring value. Make people feel something. Give them something for free. The more you can give for free, the easier sales gets later. Again, this links back to the community and it will also link to brand. I'm gonna talk about a bit later, but make people feel something. Give people value. Feel value. If you do this, your social media channels will grow. People will want to subscribe to you. If you make them feel like you're helping them, even better if you actually do it.
因此，当你发布社交媒体帖子时，要注重带来价值。让人们感受到一些东西。免费给他们一些东西。你提供的免费价值越多，以后销售就越容易。这也是与社区和品牌相关的一个要点。稍后我会进一步讨论，但要让人们感受到一些东西，给他们价值，感受价值。如果你这样做，你的社交媒体渠道将会增长，人们会想要关注你。如果你让他们觉得你在帮助他们，那就更好，尤其是在你真正帮助他们的时候。
Number three, now, if you get lucky and a piece of content works, and trust me, you need luck. We all do. No one succeeds about luck. Sometimes I posted a video that didn't do well. I'm up later. I posted it again, like tweet, change of music, dip in tagline, and it's blown up. So if you've done a piece of content that hasn't worked, maybe rejig it and post it again. But once you've learned how to fine-tune your content and get it right and you get a hit, then this is exciting because now you can repurpose that content.
第三，如果你运气好，某个内容火了，相信我，你确实需要运气。我们都需要。没有人不需要运气就能成功。有时候我发了一个视频效果不好，稍微修改后，比如调整音乐或改变标题，再次发布却火了。所以如果你制作的内容效果不好，不妨稍作修改再发布一次。但是，一旦你学会了如何完善内容并取得成功，这就令人兴奋了，因为你可以重新利用这些成功的内容。
If you've got a video that's resonated, you can do things like Boost, which is a very outed way of doing it, the lazy way of doing it. I'm gonna go into paid marketing a bit later, do it in a more sophisticated way. But this is definitely a video you want to cherish, and you want to learn how to leverage that video and put it up there as your advert, put it out there as your promotion. Boosting, I'm gonna call it. For the sake of social marketing, you wanna make sure the video that's done well is the one you give all the attention to. It's the one that you learn from. I had a YouTube video get 4.6 million views at the time of filming this, and I've used that video as it was so successful as the hook for this video. Learn from ones that work and push it again and again in different formats. Learn to boost it, and I'm gonna get it to paid advertising a little bit later. I'm talking boost now in a sense of learn to leverage what you've learned by doing a video that works.
如果你有一个引起共鸣的视频，你可以做一些事情，比如“提升推广”，这是一种非常传统的方法，可以说是懒人的做法。稍后我会深入讲解一下更复杂的付费营销方式。但这个视频绝对是值得珍视的，你需要学会如何利用这个视频，把它当作你的广告进行推广。我称之为“提升推广”。为了社交营销，你要确保那个表现出色的视频是你关注的重点，是你从中学习的对象。我曾经有一个YouTube视频在拍摄时达到了460万次观看量，我将这个成功的视频作为这段视频的引子。向成功的视频学习，并不断以不同的方式推广。学会“提升推广”，稍后我会深入讲解付费广告。现在我指的“提升推广”是指学会利用你从成功视频中学到的经验。
Now the final point on social marketing, you're not gonna like to hear this, but I have to tell you the truth, persistence. At the end of the day, you just have to keep going. I've done two posts on social media every day for the last four and a half years. Now, I'm not saying every single one of those videos was good, and I'm not saying every single one of those videos has worked, but compound over time is a real thing. We don't talk about compound in marketing enough. It's how you grow, you have to be patient. I'm gonna put it in here. It might not be something you think I've just taught you. Write it down, be patient, be persistent. That's how you get that.
关于社交营销的最后一点，虽然你可能不太愿意听，但我必须告诉你一个事实：坚持到底。到头来，你必须不断前进。在过去的四年半里，我每天都在社交媒体上发两篇帖子。我并不是说这些视频每一个都很优秀，也并不是说每一个都有效，但随着时间的推移，积累复利是个真实存在的现象。我们在营销中谈复利还不够多。增长就是这样，你必须有耐心。我在这里强调一下，这可能不是你觉得我刚教你的东西，但请记下来：要有耐心，要坚持不懈。这样才能获得成功。
Next up, profitable marketing. Something I absolutely love, and if you do it right, not any more companies pay you to market your business. You'll make money by doing it, and even if you get really good at it, a company will wanna buy you for a lot of money. That's basically what happened to my agency, Fluid. I sold it to Price Waterhouse Cooper for a lot of money. I made marketing profitable. Now, the best way for me to explain profitable marketing is probably to give you examples. Why did I start with this YouTube video? This YouTube video will make money. Now, we have decided as a company to give the profit from this video away to fund people's dreams and build infrastructure for things like helpbank.com. That's our decision, but this video will promote me and helpbank and what I'm doing, and I'll make money doing it.
接下来是关于盈利性营销。这是我非常热爱的事情。如果你做得好，不仅不会有公司要求你支付推广费用，你还能通过营销赚钱。甚至，如果你在这方面表现出色，还有公司愿意出高价收购你的业务。这正是我创办的公司 Fluid 发生的事情，我把它成功地出售给了普华永道。通过营销盈利是我的成功经验。
要解释盈利性营销，举例子可能是最有效的方式。为什么我要从这个 YouTube 视频开始？因为这个 YouTube 视频本身能够赚钱。我们公司决定将这个视频的收益用来资助人们实现梦想，并建设像 helpbank.com 这样的平台。这是我们的决定，但这个视频同时也能宣传我和 helpbank 以及我在做的事情，并且让我在这个过程中赚钱。
Now, YouTube is not the only way, so I'm gonna give you many other ways, but I want you to understand this concept, that if you do marketing correctly, you will make money. We made a video launching helpbank in Hong Kong that got 21 million views. The video was a promotion for the fact we were launching in Hong Kong. We made thousands of pounds from that video. Now, we decided to give that money away to the person in the video, but that's our decision. You don't need to do that, that's not your mission. You can make content that makes you money.
现在，YouTube不是唯一的方法，所以我要向你介绍其他许多方法，但我希望你理解这个概念：如果你正确地进行营销，就会赚钱。我们制作了一段在香港推出Helpbank的视频，获得了2100万的观看量。这段视频是为了宣传我们在香港的推出活动。通过这段视频，我们赚了几千英镑。最终，我们决定把这笔钱给视频中的那个人，但这是我们的决定。你不需要这样做，那不是你的任务。你可以制作能为你赚钱的内容。
So, number one, I'm probably marketing is content. Now, it's a pretty obvious one, that's why I start with that. But I've got some really exciting things to share with you. You might be asking, how does content make money? Well, there's so many ways now, obviously on YouTube, the ads around YouTube and the ads playing during this YouTube video all make money for YouTube and they give creators a small slice of that revenue. On TikTok, they're now monetized. So, when you do a video that gets over a million views that has over one million on it, you will make money in that video. But content itself now, pretty much every platform, Facebook's moving this way too, wants to pay creators for videos. Twitter have just done it as well. Everyone's moving that way. So, if you can learn to do content, you can make money marketing your own business.
首先，我想说，我可能认为市场营销的重中之重是内容。这听起来很显而易见，所以我从这个开始。但是我有一些非常令人兴奋的东西想与你分享。你可能会问，内容是怎么赚钱的呢？现在有很多方式，显然在 YouTube 上，视频周围的广告和播放时的视频广告为 YouTube 赚钱，同时也给创作者一小部分收入。在 TikTok 上，现在也可以通过创收。当你制作的视频播放量达到一百万次以上时，你就可以从中赚钱。而现在，几乎每个平台，比如 Facebook 也在朝这个方向走，想要为创作者的视频支付费用。Twitter 最近也开始这样做了。所有平台都在朝这个方向发展。所以，如果你能够学会制作内容，就可以通过营销自己的业务赚钱。
Now, there's an art to it. I think a value to it. You have to listen to what I was saying earlier in the previous social piece, but also understand how brand plays a part. I think I'm going to talk about it again. So, content marketing is a huge revenue stream from my platform. That's how I am able to help people free and give people money every day because we make content that people watch and from that content, we make money.
现在，这是一门艺术。我认为这其中有其价值。你得听我之前在社交媒体上的内容，还要明白品牌在其中扮演的角色。我想我会再谈一次。内容营销是我平台的重要收入来源。这就是为什么我能每天免费帮助人们并送钱给人们，因为我们制作的内容有人观看，而这些内容为我们带来了收入。
Now, beyond content and it might sound like the same thing, you can make products that do the same. So, for example, a book. So, I've got a book coming out. It's called What's Your Dream. You can go pre-order it now on Amazon. Please do. If you pre-order it, it helps us get on the Tides Best Seller list. But this book ultimately is all my knowledge, which I practically given on YouTube anyway. So, you don't have to buy the book to get my knowledge. My knowledge is free. But the book itself does talk about the philosophy I am trying to pursue, which is help people do what they love and how people can follow their dreams. But this book ultimately will sell millions of copies of it. It will explain what we're doing and we will make money from the book.
现在，除了内容之外，你还可以制作类似的产品。例如，一本书。我有一本新书即将面世，名叫《你的梦想是什么》。你现在可以在亚马逊上预购，请支持。如果你预购，它将帮助我们进入Tides畅销书排行榜。但实际上，这本书的内容是在YouTube上我已经分享过的知识，也就是说，你不需要买这本书就能获得我的知识，因为这些知识是免费的。不过，这本书确实讲述了我正在追求的理念，即帮助他人去做他们所爱的事情，以及如何追随自己的梦想。而且，这本书最终将卖出数百万本，解释我们正在做的事情，我们也会因此赚钱。
Now, again, we have decided to give the proceeds of that book away to fund people's dreams, but that's how cool. And doing a book, even if it's a PDF download for a pound or a free upload on Amazon Bookshop can make you money. A pound here, a pound there. If you bring value in that PDF or you bring value in that book, you can not only bring a relationship closer to your audience, but you can also make money from it.
我们再次决定将那本书的收益捐出去，以帮助人们实现他们的梦想，这真是太酷了。而且，即使只是一个售价一英镑的PDF下载或在亚马逊书店免费的上传，你也可以通过写书赚钱。在这里赚一英镑，那里赚一英镑。如果你在这个PDF或书中提供有价值的内容，你不仅可以与读者建立更紧密的关系，还可以从中赚钱。
I used to make brochures in my company, Fluid. They used to cost me eight pounds to make a brochure and I'd send it to a customer. They'd probably put it in the bin, but I had to spend eight pounds making it and sending it to them. But today, if you're smart, you just make a book in your niche. People will buy it and that will make you money and promote your business. I call this the book cook. But you don't have to be a book. It could be anything. It can be any sort of value item. It could be a product, for example.
我以前在我的公司Fluid制作宣传册。制作一本宣传册花费我八英镑，然后我会把它寄给客户。他们可能会把它扔进垃圾桶，但我还是得花八英镑制作并寄给他们。不过，现在如果你聪明一点，可以在你的领域写一本书。人们会购买这本书，这不仅能为你赚钱，还能推广你的业务。我称之为“书本策略”。但这不一定非得是一本书，可以是任何有价值的东西，比如一款产品。
This might seem like a silly idea, but what about an umbrella that has your branding on it? And when it rains, you stand outside the tube stations, selling them to people. You can make money from the umbrella sale in that moment and then put people walking around London with your brand on it. It doesn't have to be just a book cook. But I'm telling you now, if you start thinking like this, you'll realize there's a million opportunities to promote your brand for free, for profit.
这可能看起来有点傻，但你有没有想过在雨伞上印上你的品牌标识？下雨时，你可以站在地铁站外把伞卖给人们。这样，你不仅能立即通过卖伞赚钱，还能让大家在伦敦街头撑着印有你品牌的伞走来走去。这不一定只适用于卖书。我告诉你，只要开始这样思考，你就会发现有无数的机会可以免费宣传你的品牌，同时还能获利。
Number three, become a TV star. Now, when I tell you this, your initial thought is, I'm not gonna be on TV, Simon. You'll be shocked how easy it is to get on TV today. Now, of course, you need a lot of luck. That's part of it. If you're not putting yourself out there, it won't happen. But I see today people like Clarkson's farm. I don't think you guys have watched it. You should if you haven't. It's a great show. Jeremy Clarkson talks about him trying to make his farm work. It's all very simple. It's made him $220 million. All he did was document him trying to make his farm work.
第三，成为电视明星。现在，当我这么说时，你可能会想，我才不会上电视呢，Simon。你会惊讶地发现，如今上电视是多么容易。当然，这需要一些运气。这是其中的一部分。如果你不主动争取，那肯定不会发生。但如今我看到一些节目，比如《Clarkson’s Farm》，我猜你们没看过。如果没看，你应该去看。这个节目很棒。Jeremy Clarkson 讲述了他试图让自己的农场运转起来的经历。内容非常简单，但节目为他赚了2.2亿美元。他所做的只是记录下他让农场运转的过程。
So why don't you document you tried to make your business work? And then you can put it in content. You can make a book about it and you can become a TV star. It's possible. Now, I'm not saying it's gonna happen overnight. It could, but I'm telling you right now, if you can get on TV, it's one great way. I look on things like Netflix. There's a show about property selling sunset. Basically, OpenHime Group, the property agent in that show, have become famous. They make more money from the TV show than they do from selling property.
为什么不记录一下你努力让你的生意成功的过程呢？然后你可以把这些内容写成一本书，甚至成为电视明星。这是有可能的。当然，我不是说这会一夜之间发生。虽然有可能，但我现在告诉你，如果能上电视，是一个非常好的途径。我在Netflix上看到一些节目，比如《日落豪宅》，其中的房地产公司OpenHime Group因为那档节目而出名。他们从电视节目中赚的钱比卖房子赚得还多。
So think like a TV show. Think how you can make money from being on TV. It can feed the other two things I've just taught you as well. Have an ambitious goal. You've got to think. Why not think big? Of course, it doesn't have to be TV. It can just be a good podcast. It could be good social media. MrBeast isn't on TV and he's making a lot of money with his YouTube channel. But maybe just think this way. Think about how you can build assets, build platforms that make you money.
所以，想想电视节目是怎么运作的。想想看，如何在电视节目中赚钱。这个想法也能为我刚才教你的其他两件事提供支持。设立一个雄心勃勃的目标。你需要去思考，为什么不敢想得更大呢？当然，它不一定要是电视节目，可以是一个好的播客，也可以是有效的社交媒体。比如，MrBeast 没有上电视，但通过他的 YouTube 频道赚了很多钱。但或许你可以这样思考：想想你能够如何建立资产，构建赚钱的平台。
Now, the final thing I want to teach you on the profitable marketing side, just before I tell you this, I want to say this is not sponsored by Tabasco. All right, I don't like Tabasco. Just for the record. But this is what happened to me. I was helping a food delivery business in Hong Kong. I built their website for them and I was building their infrastructure on the marketing side. And they told me they were losing a lot of money during the deliveries.
现在，我想在盈利营销方面教你的最后一件事。在我告诉你之前，我先声明一下，这不是由塔巴斯科赞助的。好吧，我不喜欢塔巴斯科，这是声明在先。但这就是我经历的事情。我在帮助一家香港的食品配送公司，我为他们建立了网站，也在构建他们的营销基础设施。他们告诉我，他们在配送过程中亏损很多。
And we did the numbers. This is back before Uber Eats, when any of these brands popped up. And I worked out that really each delivery driver, not only was underpaid, but they were also a cost center for the business. Do you know what we did? The main thing was all the work in this business was pizzas. The main product in those pizzas was Tabasco. So the company was already buying a lot of Tabasco sauce. If anyone doesn't know this product, don't bother bubling it in shit. Point them trying to make it.
我们做了一些数据分析。这是在Uber Eats出现之前，当时各种送餐品牌刚刚兴起。我发现每个外卖员不仅薪水偏低，而且对公司来说是个成本中心。你知道我们做了什么吗？主要的是，这家公司的工作主要是围绕披萨展开的，而披萨的主要调料是塔巴斯科辣酱。因此，公司已经大量采购了塔巴斯科辣酱。如果有人不知道这个产品，那就不要在不相关的事情上浪费时间。我想表达的重点是...
We went to Tabasco and said, we are your number one sell-off Tabasco in Hong Kong. We'd like you to advertise on the side of the delivery vehicles. And they did. And they paid us so much money, that the client was able to pay the delivery drivers more, which made them happy, and was able to also make profit from the deliveries. So how can you apply that to your business? Think about it. Where can you get an outside company to come in and sponsor something you're doing? Your delivery van, get them to sponsor it. Your delivery scooter, get them to sponsor it. Your website, your laptop, your car, what can you do to bring a brand in that maybe you're accidentally promoting right now, that you're accidentally supporting to fund your dream and make your marketing profitable.
我们去了塔巴斯科，说我们是他们在香港的第一大销售商。我们希望他们在送货车的车身上做广告。他们同意了，并支付了我们很多钱，这使得我们的客户能够给送货司机更高的报酬，司机们因此感到很高兴，同时客户还能够从送货中获得利润。那么，你如何能将这个方法应用到你的生意中呢？好好想想。有没有什么外部公司可以来赞助你正在做的事情？你的送货车，可以让他们来赞助。你的送货摩托车，可以让他们来赞助。你的网站、你的笔记本电脑、你的汽车，有什么方法可以把一个品牌引入进来？可能现在你无意间就已经在推广某个品牌。善用这种资源来资助你的梦想，使你的营销更具盈利性。
We're gonna label this idea driver. Just think how you can drive your business forward by working with a partner, but there's one plus one equals 11. Next up is partner marketing, which is slightly different to what I was just explaining around driver, and partner marketing is brilliant. I've seen nobody doing it. Nobody knows how to do it. And I'm gonna teach you it right now for free. I'm excited. Now, there's a chance that my son will be watching this one day, so I just wanna tell him I love him, and that he's the best thing in the world. Right now, he's gone to the forest, he's running around the forest having fun. Well, I'm here thinking of him while I talk about partner marketing.
我们将把这个想法称为“驱动因素”。想象一下，通过与合作伙伴合作，如何推动业务向前发展，这种合作可以产生协同效应，达到1加1等于11的效果。接下来是合作伙伴营销，这与刚才提到的“驱动因素”略有不同，而且合作伙伴营销非常出色。我还没有见过有人在做这个，也没有人知道如何去做。现在我准备免费教大家。我很兴奋。或许有一天我儿子会看到这个视频，所以我想告诉他我爱他，他是世界上最好的。此时此刻，他正在森林里奔跑玩耍，而我在这里思考着他并谈论合作伙伴营销。
Why? Because the number one partner in your partner marketing is your family. People don't spend enough time getting their family on board in their business. Invest in getting them on board. Everybody I work with, everybody I'm living with is part of my business and are my friends. I don't want to work with people I don't want to be friendly with, and I don't want to live with people that aren't understanding what my business life is like. I literally this morning went through with my son and said, this is the video I'm making, what do you think? He's six years old, he gave me some advice. He said, daddy, kids don't do what you say, they do what you do.
为什么？因为在你的合作营销中，最重要的合作伙伴就是你的家人。很多人没有花足够的时间让家人参与到他们的事业中。投入精力去让他们参与进来。我工作的每个人，我生活中的每个人，都是我事业的一部分，同时也是我的朋友。我不想和我不愿意交朋友的人一起工作，也不想和不理解我职业生活的人一起生活。今天早上，我和我的儿子交流，我告诉他这是我要制作的视频，问他有什么看法。他今年六岁，给了我一些建议。他说，爸爸，孩子不会听你说什么，而是会看你怎么做。
Okay, the advice is not relevant, but the point I'm trying to tell you here is that family is key to partner marketing. Now, I'm gonna get into some more elaborate thinking on this, but I want you to write this down. Everybody in your life has to support your business. You cannot market this business on your own. No one could do it on their own. We all need a little bit of help to make our business work. And if your partner can't go and sell your business for you when they're out, get a new partner or train them so they can stay, get your family on board.
好的，这条建议本身可能不相关，但我要告诉你的是，家庭在合作营销中至关重要。现在我要深入解释一下这个观点，但我希望你能记下来。你生活中的每个人都需要支持你的事业。你无法独自推广这个事业。没有人能独立完成这件事。我们都需要一点帮助来让我们的事业运转起来。如果你的合作伙伴在外面不能为你推销你的事业，那就换一个合作伙伴，或者培训他们以便他们能留下来。同时，也要让你的家人参与进来。
Next up is more traditional influencer marketing. Now, I think people get this wrong, actually. You don't need to pay influencers to do marketing. A big part of this video for me today is showing you ways to get your business marketed about a huge cost. And I think if you align with your competition, work with people that have the same values as you or trying to solve the same problem, you'll find quite often you can get a lot of free marketing. So for example, I have been on a podcast with pretty much every major business influencer.
接下来是更传统的网红营销。其实，我认为很多人对这个有误解。你不需要付钱给网红做营销。今天这段视频的一个重要部分，就是向你展示如何以低成本推广你的业务。我认为，如果你与竞争对手对齐，与拥有相同价值观或试图解决相同问题的人合作，你会发现实际上你能够获得很多免费的宣传。比如，我几乎参加过每个主要商业网红的播客。
So they have had me on their podcast and then they have promoted what I'm doing. Now, you could argue that we're all competing with each other. And maybe, and I know this is the case for some people, they don't approach these people because like, well, Simon's my enemy. I'm not gonna work with him, but the truth is I'm trying to fix education systems. So if you're trying to fix the education system, please come on my platform, I'll promote you. You know, ultimately you'll be shocked. If you can focus your influencer marketing around purpose, around the thing that matters to that person, as much as it matters to you, they'll partner up with you and it won't cost you any more.
所以，他们邀请我参加他们的播客，并推广我的工作。你可能会说我们都是彼此的竞争对手。也许在某些情况下，这种说法确实成立，例如，有些人可能不愿接触这些人，因为觉得“西蒙是我的对手，我才不会跟他合作”。但事实上，我的目标是改善教育系统。如果你也是这个目标，请在我的平台上分享你的想法，我会帮你推广。你会感到惊讶，如果你的网红营销能够集中在一个双方都关心的目的上，他们会愿意与你合作，而且这并不会让你花费更多。
The other thing these days is people don't understand how advanced the tools have gone, social media. So you can do a collaboration function now with someone, and all they need to do is press accept and it can go onto their feed and promote your business. Now, I'm not saying do this without their permission, but it's not a lot of work for some people to do it. So sometimes people have mentioned me in videos and they've just added me as a collaboration, I can accept it and now I can help them get access to my six million followers, right? Without much effort.
最近还有一个问题是，人们不太了解社交媒体工具已经变得多么先进。现在，你可以和别人进行合作，只要对方按下“接受”按钮，你的内容就可以出现在他们的动态中，帮你宣传业务。当然，我不是说可以未经对方许可就这样做，但这样操作对于有些人来说并不复杂。所以，有时候别人会在视频中提到我，并添加我为合作者，我只需要接受，这样我就可以轻松地帮助他们接触到我的六百万粉丝，对吧？这不需要花太多力气。
Influencer marketing, of course, can get much more elaborate where you need to go and pay an influencer to promote you and short. When you all know how that works, it's big money, short. You can do it and I wanna include it. It's part of influencer marketing. But there's so many ways to get influencer partnerships done that don't have to cost a lot of money. Even I owe you a favor later model, which means you can go to an influencer and say, I'm going to be big on social. Support me now and I'll support you later. I'll give back. Now, I believe in give without take, but in the influencer world, it can be quite transactional. So just think about how you can leverage what I've taught you earlier about hustle to work with an influencer. But of course, it's part of the marketing strategy when it comes to partners.
当然，网红营销可以变得非常复杂，你可能需要支付网红来为你推广，大家都知道这是个大生意。你可以这样做，我也想把它包括在内，因为它是网红营销的一部分。但其实有很多方法可以与网红合作而无需花费大笔资金。甚至可以采用“以后我欠你个人情”的模式，这意味着你可以去找一个网红说，我将来在社交媒体上会很出名，现在支持我，以后我会回报你。我相信给予无需回报，但在网红界，这种关系可以是非常生意化的。所以请考虑如何利用之前教给你的那些拼搏精神与网红合作。当然，在涉及合作伙伴时，这也是营销策略的一部分。
Now, number three, brand partnerships. Now, a lot of people ask me how to get a brand on board. It is so simple to get a brand on board. Follow a three step sales process to get any brand on board. First, do they need you? Do they need you? Do you bring something to them they need? Second, get to know the people who actually work at the company, get to like them, get them to like you. If you need each other and you like each other, the third thing, which is the deal structure always falls into place. An example, I did a big partnership about three years ago with TikTok. TikTok wanted to get more into the business space and I could help them do that because they're not business people, they're tech people and internal marketing people. We did a partnership with them where I would bring my credibility as an entrepreneur to the table. I would help people start businesses, which is what I wanted to do anyway, which I was doing anyway three years ago.
现在，第三点，品牌合作。很多人问我如何与一个品牌合作。实际上，与品牌合作是非常简单的。只需遵循三步销售流程，就能让任何品牌同意合作。首先，他们是否需要你？你是否能带给他们一些他们需要的东西？第二，了解在公司实际工作的人，建立良好的关系，让他们喜欢你。如果彼此需要，并且彼此喜欢，第三步，即合作的具体方案，就会自然形成。举个例子，大约三年前我与 TikTok 建立了一个重要的合作关系。TikTok 想在商业领域扩展，而我能够帮助他们实现这一目标，因为他们主要是技术和内部营销人员，不是商业人士。我们达成了合作，我以企业家的信誉为他们带来影响力，帮助人们创业，这也是我三年来一直在做的事情。
And they needed that credibility, but they had the reach. So they literally pressed a button on my life and suddenly I got 50,000 views on my life instead of 100. They have that power. They're privately owned, people don't realize it's fine. But working with brands and figuring out what value you can bring them and what value they can bring you means that neither of us paid any money. I didn't pay any money to get the 1.6 billion views that we ended up getting on that content. I didn't pay for any of those views, but I did pay for it by 30 years of business knowledge, which I've given you in this video, right? But ultimately you guys can learn to leverage brands, understand what they need. So for example, if you're a graphic designer, maybe you could offer up QuickBooks, a free lesson for their community members on graphic design and building a brand. Maybe in return they'll promote you to their millions of customers, right? Why not try?
他们需要信誉，但他们具备广泛的影响力。所以他们就像按下一个按钮一样，突然间我生活中的观看次数从100增加到50,000。他们有这样的力量。虽然是私人企业，人们可能未意识到，但这都没问题。然而，与品牌合作并找出你能为他们带来的价值以及他们能为你带来的价值，意味着双方都没有支付任何费用。我没有花钱就获得了我们的内容最终达到的16亿次观看。我没有为那些观看次数付费，但我用我30年的商业知识“支付”了，正如我在这个视频中分享的那样。不过，你们可以学会利用品牌，了解他们的需求。举个例子，如果你是平面设计师，你可以为QuickBooks（快速账本）提供一个关于平面设计和品牌建设的免费课程给他们的社区成员。也许作为回报，他们会向他们成千上万的客户推广你，对吧？何不尝试一下呢？
People don't try. That's why I love this category so much because people think brands are unobtainable. They're big companies like Nike or Apple. You can't reach them. It's not true. It's never been easier to reach these people than it is today. Through LinkedIn, through things like Help Bank, it's never been easier. You just need to believe it's possible and then do it. The biggest barrier people have to getting brands on board is believing it's possible. Do me a favor. Drop brand you wanna work within the comments. Maybe I've got a contact. I'll try to help. I can't promise I'll reply to all of them, but I'll try. Don't think it's not possible. That's key. Try. Build a package that brings value to them. Go and talk to them. Try.
人们不去尝试。这就是我为什么如此喜欢这个领域的原因，因为很多人认为品牌是无法接触的，好像它们是像耐克或苹果这样的超级公司，难以企及。但这不是真的。事实上，如今要接触这些品牌比以往任何时候都容易。通过 LinkedIn 或 Help Bank 等平台，现在比过去更容易。你只需要相信可能性并去行动。让品牌加入的最大障碍是相信这不是不可能的。帮我个忙，在评论中写下你想合作的品牌。也许我有相关的联系人。我会尽力帮你，虽然不能保证回复每一个，但我会尽力。不要认为它是不可能的。这是关键。去尝试。构建一个能够为他们带来价值的方案。去和他们沟通。试一试。
The biggest barrier to this one is you believing it's possible. There is a hack to get brands on board. You may have heard I bought a staircase in Twickenham in London. And then on the bottom of that staircase, we stuck a doorbell. You can go there, press that doorbell, pitch your dream. We pay for it to be edited and uploaded to my channels to help you get your dream out there and get some support. Now when we started it, we originally put up a ring doorbell. We didn't ask them. We didn't get their commission. It was the best product at the time for what we were trying to do. And of course, those videos have gone viral. Millions of views of many of them. So what happens? Well, ring eventually sees it. We did approach them. We went to a festival where they had a stand, told them what we were doing. We got a contact we followed through. We followed through.
最大的障碍是你是否相信这件事是可能的。有一个方法可以让品牌加入。你可能听说过我在伦敦特威肯汉姆买了一段楼梯。在楼梯底部，我们安装了一个门铃。你可以去那里按门铃，说出你的梦想。我们会支付视频剪辑和上传到我的频道的费用，帮助你让更多人知道你的梦想并获得支持。
刚开始的时候，我们安装了一个Ring门铃。当时我们没有得到他们的授权或佣金，但这是我们需求下最好的产品。结果这些视频火了，获得了数百万次观看。那么后来发生了什么呢？Ring公司最终注意到了这些视频。于是我们去联系了他们。在一个有他们展台的活动上，我们告诉他们我们在做的事情，取得了联系，并进行了跟进。
Then they saw the video and now they're sponsoring us. It took a year, but it's done. That's how you do it. Patience along with perseverance. That's a common theme in most of my videos. Have you noticed that you want to get lucky? You have to be persistent. You have to persevere.
然后他们看了视频，现在他们赞助了我们。这花了一年的时间，但终于完成了。事情就是这样做成的。耐心加上坚持。这是我大多数视频中的一个共同主题。你有没有注意到，如果你想变得幸运，你必须坚持不懈，努力不止。
Number four. Now I want to think a little bit differently when it comes to marketing and partner marketing in particular. This might sound a bit wacky, but bear with me. Become a model for other people's brands. Get involved in another person's TV show. Build your brand. Partner marketing can also be you just being a part of something else that can give you some prominence.
第四点。现在，我想在营销方面，尤其是合作营销方面，稍微换一种思维方式。这可能听起来有点奇怪，但请耐心听我解释。成为其他品牌的典范。参与到其他人的电视节目中。建立自己的品牌。合作营销也可以是你成为某个其他项目的一部分，从而提升自己的知名度。
If you think how many people have managed to make money after being on Love Island, right? Love Island isn't a career. Love Island is a partnership opportunity. They pay you a small amount of money to go into that show. You then get famous. Now I'm not saying you might not be a Love Island contestant. I'm not saying it's the only way, but think about the things that you see going on that have prominence that you can be involved.
如果你想想有多少人在《恋爱岛》后赚到了钱，对吧？《恋爱岛》并不是一份职业，而是一个合作机会。节目组给你一点钱让你参加节目，然后你就出名了。我不是说你一定会成为《恋爱岛》的参赛者，也不是说这是一条唯一的路，但请思考一下，有哪些事情是你可以参与并能获得影响力的。
Look at social media influencers, for example, that are doing really well and maybe get involved in helping them and maybe they'll mention you in their social media stories or in the foot and note with their YouTube video, they'll hold their mic, get involved in things, especially things that relate to what you want to try to do.
例如，看看那些在社交媒体上表现很好的网红，尝试帮助他们，也许他们会在社交媒体故事中提到你，或者在 YouTube 视频的脚注中写到你。他们可能会拿着麦克风参与各种事情，尤其是与你想做的事情相关的内容。
I'm going to call this be a player. So for example, Doug did the works on the team here, standing behind the camera right now. He's gone and done an internship in a production company because he learns from that, but beyond learning, maybe you'll get in the next Apple show. He wants to be in an Apple TV show. He loves Apple. So basically you can be a player and you can get involved in other things, right? You don't have to do just your job to get exposure for your business, to get marketing done. Partnership marketing is pretty powerful.
我称这个为“成为一名积极参与者”。例如，Doug 是我们团队的一员，他现在就站在镜头后面。他曾在一家制作公司实习，通过这个经历他学到了很多东西。但除了学习之外，他可能会因此参与下一个苹果电视节目的制作。他希望能参与苹果电视节目的制作，因为他非常喜欢苹果公司。 所以，你可以成为一名积极参与者，并涉足其他事务，不一定只局限于自己的工作来为业务提升曝光率，实现市场营销。合作式营销也是非常有效的。
Maybe apply to Love Island. You never know, you might get it. Next up is data marketing. I bloody hate data marketing, but I'm going to teach you it because you need to know it. I don't really like it. And in part because I don't really like it, I'm not necessarily the best at it, which I hate to say because this is meant to be a video about how brilliant I am on my everything marketing. But I data marketing is the only area in these nine things you need to know that I don't think I'm brilliant at because I don't really like it.
也许可以申请参加《爱情岛》；你永远不知道，也许你会成功。接下来是数据营销。我实在不喜欢数据营销，但我会教你，因为你需要了解这方面的知识。我并不是特别喜欢它，而部分原因是因为我不喜欢，所以我在这方面不一定最擅长。这让我很不愿意承认，因为这个视频本来是要展示我在各类营销方面有多出色的。但是，数据营销是这九个你需要了解的领域中唯一我觉得自己不够出色的，因为我不太喜欢它。
So why I'm going to do it? Well, I teach you what I know and it's good knowledge, but I'm also going to put a PDF down below in the comments with a deeper understanding of paid. Someone actually does it all day, every day has made for us. So it's for you in the comments, but, data marketing, this is my view on it. Now, there's a lot of different ways to do data marketing.
那么，我为什么要这样做呢？我会教你我所知道的知识，并且这些知识是有用的。不过，我还会在评论区附上一个PDF文档，其中包含更深入的付费知识。这是由一个每天都在实际操作该领域的人为我们制作的。你可以在评论区找到。至于数据营销，这是我对它的看法。当然，进行数据营销的方法有很多种。
The headline I'll give you is it's all about understanding your client, where they live, where they hang out and how they're acting, right? Now, one reason I don't like data marketing is it feels a bit snoopy, you know, it feels not talking about the furry little dog that sleeps on a box. I'm talking about like looking at your life and trying to manipulate you. That's what I don't like about data marketing.
标题是：关键在于理解你的客户，了解他们住在哪里，常去哪里，以及他们的行为方式，对吗？我不喜欢数据营销的一个原因是，它让人感觉有点像窥探。我的意思不是躺在箱子上的那只可爱小狗，而是指那种试图窥探你的生活并操控你的行为的方式。这就是我不喜欢数据营销的原因。
So I'm going to talk initially about a little bit more aspirational things and then go read the PDF about how to manipulate people because that's not really my thing. Right, number one on the list, email marketing, right? It's the most simple data marketing you can do. People sign up to your main list, then ideally you ask them what their interests are, what they're looking for, why they signed up to your main list, and then you can target them with relevant data driven information.
好的，我先谈谈一些比较有抱负的目标，然后再去看一下关于操控他人的PDF，因为操控不是我擅长的。首先，清单上的第一项是电子邮件营销。这是你能做的最简单的数据营销。人们注册到你的主邮件列表，然后理想情况下，你询问他们的兴趣、他们在寻找什么以及他们为什么注册你的列表，这样你就可以针对性地提供相关的数据驱动的信息。
Number two is SEO marketing. Again, less manipulative, more, what are people searching for, what are people looking for and make sure you're optimized for that search. So yesterday I helped an entrepreneur who set a letter to the staircase telling me their dream and their whole business is HR recruitment. And they originally had human resources support as a website, right?
第二个是SEO营销。同样地，这种方法更少操控性，更注重了解人们在搜索什么，他们在寻找什么，并确保你的内容对这些搜索进行了优化。昨天，我帮助了一位创业者，他们给楼梯寄了一封信，讲述了他们的梦想，他们的整个业务是人力资源招聘。起初，他们的网站是关于人力资源支持的，对吧？
Now that's the name of their business, but when you go on Google typing in HR recruitment, so they didn't have HR in their URL. So we bought them HR related URL and now they're ranked on SEO. So it's understanding that side of data. What does Google rank you on? What are people searching in platforms like Google? How can you then turn up in those searches? So that's another way of thinking about data.
他们的公司名字是这样，但当你在谷歌上搜索“HR招聘”时，他们的网址中并没有包含“HR”。所以我们为他们获取了一个与HR相关的网址，现在他们在搜索引擎优化中排名上升。这就是数据分析的一个方面。谷歌如何对你进行排名？人们在谷歌这样的平台上搜索什么？你怎样才能在这些搜索中出现呢？这是另一种理解数据的方式。
Number three, referral marketing. Now I'm going to talk about this in branding again later because it has to all links, but referral marketing is kind of what it says on the tin. You have someone who's an existing happy customer and you target them to promote your product to their customers. And you help them understand what your customer is. You use data to understand whether they can actually do it, right? But you give them a referral, you pay them to promote you. And that's all targeted around this customer loves you. For example, if someone's giving you a review on Trip Advisor, then you go and pro that person saying, thank you for promoting us. How about we pay you a percentage of every order we get in the future to promote us? So you use the data that's out there, someone's giving you a good referral to then take that customer who clearly loves you and ask them to help you promote your business to their community and you'll pay them. Simple, right?
第三，推荐营销。稍后我还会在品牌建设中再次谈到这个，因为它们都是相关的。推荐营销其实就是字面意思。你找一个现有的满意客户，让他们向他们的顾客推广你的产品。你帮助他们了解你的客户是谁，利用数据判断他们是否具备这种能力。但你提供给他们一个推荐机制，支付他们费用来推广你。核心是这个客户喜欢你。例如，如果有人在猫途鹰上给你写了好评，那么你可以联系此人，感谢他们的推广，并提议在未来每一笔订单中支付他们一定的比例以继续推广。所以，你利用现有的好评，找到那些显然喜爱你的客户，邀请他们帮助你向他们的社群推广你的业务，并付给他们报酬。很简单，对吧？
Number four. Now, this is where I like to go a bit wacky to help you understand how brilliant this can be if you do it right. So data marketing sounds so techy, doesn't it? Here's one of the best marketing things I ever did. I was looking to promote a new business that I created, something called Coaster Ads. Very simply, ads on drinks coasters. We took out all the Heineken and Carlsberg coasters and we put in branded coasters with ads in them. Instead, Carlsberg were not happy. Oh well. And what did we do? Well, we wanted brands to advertise on these coasters. So we did a billboard. Right outside the advertising agency's offices, there were only one office in Hong Kong. We did one advert. Every time someone from those agencies walked out of their office, they would see our Coaster ad on a billboard. So what did they think? They thought we were a massive company advertising across the whole of Asia that we had this new platform, Coaster Ads. Data marketing is about targeting people in the right way. It became a smash hit Coaster Ads. I made a lot of money from that business. And all because we used data where other people were trying to get on board to advertise on this product, where do they live and then target them?
第四点。现在我想稍微讲得活泼一点，帮助你理解，如果做得好，这能有多棒。数据营销听起来非常技术化，不是吗？让我来分享一个我认为最棒的营销案例之一。我当时想推广一个新业务，叫做Coaster Ads，很简单，就是在饮料杯垫上投放广告。我们把所有的喜力和嘉士伯的杯垫撤下，换上印有广告的品牌杯垫。嘉士伯对此并不高兴。不过我们要做的是什么呢？我们想要各品牌在这些杯垫上投放广告。所以我们做了一个广告牌。就在香港广告公司办公室的外面，而那里只有一家办公室。我们做了一则广告。每当那些机构的人走出办公室，就会看到我们在广告牌上的Coaster广告。那么他们会怎么想呢？他们以为我们是一家在全亚洲投放广告的大公司，拥有这个新平台，Coaster Ads。数据营销就是关于以正确的方式锁定目标人群。Coaster Ads因此大获成功。我从这项业务中赚了很多钱。这都是因为我们利用了数据，而其他人也试图搭乘这趟列车，在这款产品上投放广告，找出他们的位置，然后精准投放广告。
The end on the label this one, billboards, just so you don't forget. It's not always billboards, of course. It can be anything. It can be literally you know where your customers live, drop them a letter so they see it. Now there's a lot more to data marketing. And I said, a lot of these are dark art. I'm not a big fan of. I understand it. I know you can take an ad, you can retarget it. I mentioned it earlier. That sort of marketing is pretty clear. If you know a video is working, I mentioned this earlier, right? The video is working. Then repurpose that video and target people so you know exactly an ad that works for your target audience. That's what I love about doing viral content because once it's working virally, it will probably work as an ad. So I'm gonna put it down here, targeting ads. But I personally have never paid for any of my videos to reach people. Personally haven't done it. Doesn't mean it's not a good idea. I don't like to do it because sometimes it can skew the following. It can sometimes hurt the people that follow you are following you because they saw one particular advert, not necessarily because they understand what you're trying to do.
这段话的意思是讲述了广告和数据营销的一些策略。简单来说，在标签上注明，这是为了防止遗忘。不过广告不仅仅是广告牌，可以是任何形式。你可以通过知道客户住在哪里，给他们写信，这样他们就能看到你的信息。数据营销的内容要多得多，而且很多时候显得很神秘。我不是很喜欢这种方式，但我理解它的运作。你可以对广告进行重定向，如果某个视频效果很好，可以重新利用它并针对目标人群进行广告投放。喜欢做病毒式传播的内容，因为一旦传播开来，通常也可以作为广告发挥作用。我将它归为目标广告，但我个人从未花钱让我的视频被更多人看到。这并不意味着这不是个好主意，只是我不喜欢这样做，因为有时候可能会影响真实的追随者，他们可能只是因为看到某个特定广告才关注你，并不一定真正理解你在做什么。
So in five years, I've managed to resist ever boosting or paying a reach. But it doesn't mean to say it's not something you shouldn't understand because for your business it might work well. One of the best ways to think about it, I know someone for example, who's selling stationary. It costs them 20p to do the ad. And every time they get a sale, they make 40p profits. It makes total sense for them to do the ads because they don't really want to be fast building a community or spending years building up a following. They can't be bothered with that. Which I think is a shame, but I also get it. It can be a great way. If you spend 20p on the ad and you make 40p profit, then absolutely you should do it. But it is a dark art and the link is down below from a company that I believe is quite good.
在过去的五年里，我一直抗拒付费提升或增加覆盖率的做法。但这并不意味着你不应该去了解这些东西，因为它可能对你的生意有帮助。一个很好的例子是，我认识一个卖文具的人。投放广告对他们来说成本是20便士，但每卖出一件商品，他们就能赚取40便士的利润。对于他们来说，做广告是完全合理的，因为他们不想花时间快速建立一个社区或者耗费多年去积累关注者。他们对此不感兴趣。我觉得这有点可惜，但我也能理解。这确实是一个不错的方法。如果你花20便士在广告上，却能赚到40便士的利润，那当然应该去做。但这也如同一种“黑暗的艺术”，下面的链接是我认为一家相当不错的公司的介绍。
Next up is PR marketing. A lot of people need to understand this. And this is a spent years understanding how to get right. And you don't need to be a PR expert to do all of these things. Now, not only am I hoping you can get any loss of value from this video, and if you are, please do comment or share or like to let me know you're enjoying the video. But the more important thing is that PR companies will charge you thousands of pounds to do what I'm gonna tell you how to do now free. So be careful with PR companies because a lot of them will sell you stuff you don't need. And PR strategy, when it comes to marketing, it'll be very powerful.
接下来是公关营销。这是很多人需要了解的事情，并且我花了多年时间才弄明白。你不需要成为公关专家也能做到这些事情。我希望你能从这个视频中获得有价值的信息，如果有的话，请在评论区留言、分享或者点赞，让我知道你喜欢这个视频。但更重要的是，公关公司可能会向你收取数千英镑的费用来做我现在免费告诉你的事情。所以要小心公关公司，因为他们中很多会卖给你不需要的服务。而在营销中，公关策略非常强大。
Now the best way for me to explain the first step in PR marketing is tell you my own story. I bought a staircase in Twickenham. It was in the news, the staircase for sale in London. The first time a staircase had ever gone for sale in London. In the crazy property market that is the world right now because property is being abused by people doing buy to rent and all that stuff. The news headline is staircases for sale in London.
现在，我要解释公关营销的第一步，最好的方法就是告诉你我的故事。我在特威肯纳姆买了一个楼梯。当时新闻报道有楼梯在伦敦出售，这是伦敦历史上第一次有人卖楼梯。在当今这个疯狂的房地产市场中，房地产被人们用于买房出租等各种用途。新闻头条就是伦敦楼梯出售。
Now it resonated with me instantly when I heard it on the news. Two reasons. One, I do believe everything is a step-by-step process. So owning a staircase kind of fits how I think about the world. So why not own a staircase and make that physical illustration about everything is step-by-step, including learning marketing. But also I knew I bought that staircase. If presently all these newspapers and all these radio stations were covering the staircase, they would want to know who bought it, right? So I knew I could newsjack by buying that staircase. And that staircase in the end just cost me 40,000 pounds after all the legal stuff and everything else.
当我在新闻中听到这个消息时，我立刻产生了共鸣。原因有两个。其一，我相信一切都是一个循序渐进的过程。因此，拥有一座楼梯很好地契合了我对世界的看法。所以，为什么不拥有一座楼梯，将其作为“不管什么事情都是一步一步来的过程”的物理体现，包括学习市场营销。而且我知道我买了那座楼梯。如果现在所有的报纸和电台都在报道这座楼梯，他们肯定想知道是谁买了它，对吧？所以我知道通过购买这座楼梯，我可以借机获得新闻关注。在完成所有法律程序和其他相关事宜后，这座楼梯最终只花了我四万英镑。
So you don't need to spend 40,000 pounds to do what I did. You just listen to the news, the thick hack and you newsjack. Now newsjacking is done by a lot of influencers if you watch. People that are popular with a video, they then might critique it, right? And that's how they newsjack. They take something that's popular and they do something themselves around that popular thing. If I talk right now about politics, you probably do quite well because we're about to go into an election. Now when you're watching this YouTube video later, the election might be over and we might be in the middle of a nuclear war. Who knows? The point I'm trying to make is hopefully Nigel Farage is not in charge and you can newsjack.
所以你没必要花四万英镑去做我做过的事情。你只需要听新闻，关注那些报道热点的人，然后进行新闻借势营销。现在很多有影响力的人都在这样做。如果你有留意的话，会发现一些热门视频的主角接着会对其进行评论。这就是他们进行新闻借势营销的方式。他们取一个热门的话题，然后围绕这个话题做一些自己的内容。如果我现在谈论政治，你可能会取得不错的效果，因为我们即将进入选举期。不过，当你在稍后看这段YouTube视频时，也许选举已经结束，而我们可能正处于核战争之中，谁知道呢？我要表达的意思是，希望奈杰尔·法拉奇不是掌权者，这样你就可以进行新闻借势营销。
You can look at what's happening in the news related to your subject matter, ideally, you wouldn't just, some people just jump on these news things for the sake of getting exposure. Play damage to their grammar, they do that because they get following around that subject. So for example, I tend to not talk too much about politics because I don't want to load a people that are political activists being apart of my community. That's actually not what I'm about.
你可以关注与你主题相关的新闻，理想情况下，你不会只是因为想要曝光度而追逐这些新闻。一些人这样做时，不太注意他们的语法，因为这样能吸引对该话题感兴趣的人。例如，我通常不太谈论政治，因为我不希望有大量政治积极分子加入我的社区。这其实不是我所追求的方向。
So I don't necessarily want to hijack news related stories. But anything to do with entrepreneurship, so I just saw Tim Cook talk about the Apple mouse and how it was a success when everyone in the world thought he was a failure. I did consider jumping into that because that went a bit viral that he still thinks the Apple mouse was a popular thing. So I was tempted to jump in there as a business person and talk about it. It wasn't quite right for me, but it was in the news and I could have jacked it. So that's what you need to think about, having jacked the news and you can get amazing PR marketing by jumping on the back of something else that's already popular.
所以我并不一定想抢占新闻相关的话题。但是如果是关于创业的，我就很感兴趣。我刚刚看到蒂姆·库克谈到苹果鼠标的成功，尽管全世界都认为他失败了。我确实考虑过参与讨论这个话题，因为它有点儿火，尤其是他仍然认为苹果鼠标是受欢迎的东西。我曾想以商业人士的身份介入这个话题。不过这对我来说并不完全合适，但它确实在新闻上，如果我加入讨论，可能会产生很好的公关效果。所以，你需要考虑一下如何借力新闻，通过搭乘已经流行的话题来获得惊人的公关营销效果。
Now another way of doing that and the less aggressive way perhaps is to be the person that the press come to around certain subjects. So for example, if you're in the distribution business, perhaps next time there's a Brexit story, you wanna write to the journalists and say, because of Brexit, my business has suffered or benefited anyone you'll take on it. And I have something to say on this subject. So whenever anybody ever writes about Brexit, which is sick and tired of that word, but you can insert yourself as the authority in that subject one side or the other.
另一种做法，也许比较温和一些，是让自己成为媒体在某些话题上的咨询对象。比如说，如果你在配送行业工作，下次有关于脱欧的报道时，你可以写信给记者，告诉他们，由于脱欧，你的生意受到了影响或者获得了好处，分享你的观点，说你对这个话题有话要说。这样，每当有人写关于脱欧的文章时，虽然大家可能对这个词感到厌烦了，但你可以将自己定位为该话题上的权威，无论是哪一方的观点。
So a news reporter is always looking for someone that can give them a viewpoint one side or the other on a story. So look out in newspapers, look out online for who's writing about what might relate to your business and your life and insert yourself right to the journalist. Twitter by the way, or X whatever we're calling it these days, is where most journalists hang out. So an interesting hack is to follow all the journalists on Twitter and then comment on their posts they get to know you.
新闻记者总是在寻找能够提供某个事件或故事不同观点的人。因此，你可以留意报纸或网络上有人在写与你的业务和生活相关的内容，然后主动联系这些记者。顺便提一下，Twitter（或现在叫X，不管我们怎么称呼它）是大多数记者活跃的平台。因此，一个有趣的小技巧是关注Twitter上的所有记者，然后在他们的帖子下评论，让他们逐渐熟悉你。
And when the time is right, slip into the DMs and let them know you can help them with a particular subject or a story that may or may not be writing in the future. I call this, make friends with journalists. Making friends with the people that you want to work with on the PR should be done with sincerity. And with the viewpoint that can you help that journalist write a better story if your side of the story is inserted into any story they do in the future.
当时机成熟时，可以私信他们，告诉他们你可以帮助他们处理某个特定的主题或写作中的故事，无论这个故事是否将在未来创作。我称之为与记者交朋友。与那些你希望在公关方面合作的人建立友谊应该是真诚的，并且你要有这样的想法：如果你的故事能够被融入他们未来的报道中，是否能帮助他们写出更好的文章。
Number three, this might sound so basic. I'm shocked how many people don't do this. Every time there's a new story of any sort and someone else has posted about it, comment on that post, especially people that have a lot of influence around that particular subject and try to get in there early. Set the alerts early. And when I first started doing this, if anyone was writing about business in general, I would always set the alerts and make a comment in their Instagram, in their TikTok, in their LinkedIn. I'd be the person having an opinion on that subject.
第三点，虽然听起来很基本，但让我震惊的是有很多人并没有这样做。每当有新的故事出现，并且有人发布相关内容时，要在那个帖子下发表评论，尤其是那些在这个话题上有很大影响力的人，并尽量尽早参与。要提前设置提醒功能。刚开始这样做的时候，如果有人在写商业相关的内容，我会提前设置提醒，并在他们的Instagram、TikTok和LinkedIn上发表评论，成为那个对该话题有见解的人。
So you can insert yourself in other people's feeds, other people's social media feeds and become the authority. I've got thousands of likes commenting on someone else's post. I built up my brand, I built up my brand by connecting to something that matters to me within someone else's feed. And again, this is a press-related activity. So think about it from a news story point of view. What news story is someone posting about? You want to insert your opinion about, become the authority in that subject. That's how you leverage PR.
你可以在其他人的社交媒体动态中插入自己的内容，成为权威。我通过评论别人的帖子获得了成千上万个赞。我通过在他人的动态中找到对我有意义的内容来建立自己的品牌。这其实是一种与媒体相关的活动。想象一下从新闻故事的角度看待这件事。别人正在发布和讨论什么新闻？你要在这个话题中插入自己的观点，成为该领域的权威。这就是你如何利用公关策略的方法。
And just call this one, coming, have a comment, have a voice, be a part of the conversation. Number four, try to get on the news. Now again, a bit like I was saying earlier about getting on TV, it's not that hard. Now, don't do anything crazy to get on the news, but if you do a flash mob, you might get on the news. If you do a charity drive or a long run across Africa, you may get in the news. And once you get in the news, you can take that news clip and post it on your social media feeds.
把这个称为“参与进来”。发表你的评论，分享你的声音，成为讨论的一部分。第四点，尝试上新闻。这其实并不像之前提到的上电视那么难。当然，不要为了上新闻而做疯狂的事情，但如果你组织一次快闪活动，可能会上新闻。如果你举行慈善活动或者进行一次跨越非洲的长跑，你也可能上新闻。一旦上了新闻，你可以把新闻片段贴到你的社交媒体上。
I was recently on a pretty crappy show that's now since closed down called Stesspac Lunch. And I was happy to go on it, it was a great experience. I took the clip, I think I've got about 50 views on Channel 4 from that being on that show. But I took the clip from that show and I put it on my social media channels. It's now had a couple of million views at least. So it's not me being on the TV show itself, actually proved to be beneficial. It was the authority that me being on TV brought when I put it on social media.
我最近参与了一档已经停播的节目，名字叫《Stesspac Lunch》，虽然节目质量不高，我还是很高兴能参与其中，这对我来说是一次很棒的经历。我把我在节目的片段上传到了Channel 4，收到了大约50次观看。然而，当我把这段片段放到我的社交媒体上时，它的观看量激增到了几百万次。所以说，我上电视节目本身并没有带来直接效果，而是我把上电视的经历分享在社交媒体上所获得的权威性带来了这些好处。
So learn to leverage that. Now you only need to get on TV once, somehow, to leverage this sort of thing. Again, try to bring value to the broadcast. Try to insert yourself. If you follow all the other things I've just mentioned, news jack, comment on news stories, talk to the press. You'll probably get invited. Do something good in the world would often get you on the news. This isn't told enough. I've been on the news quite a lot because I'm doing something good.
所以，学会利用这一点。如今，你只需要想办法上一次电视，就能利用这种资源。再次提醒，要努力为节目带来价值。尝试让自己融入其中。如果你遵循我刚提到的其他建议，比如借势新闻、对新闻故事发表评论、与媒体接触，你可能就会被邀请上节目。做一些对社会有益的事情往往会让你出现在新闻中。这一点经常被忽视。我经常上新闻是因为我在做一些有益的事情。
Most people think they have to be on the news for, I don't know, robbing a bank, right? Sure, that won't be good press, will it? So ultimately, try to think about what good you can do in the world and that will lead to getting on TV. Now, have a brilliant name for this, get on TV. Now it doesn't have to be TV. It can also be on someone's podcast. It can be on someone in someone's YouTube story. It doesn't have to be TV per se, but I'm just using it to illustrate the idea to you.
大多数人认为，他们必须因为某些不好的事情上新闻，比如抢银行，对吧？当然，那不会是好新闻，对吗？最终，试着想想你能为这个世界做好事，这样才能上电视。现在，我为这个起了一个很棒的名字，叫“上电视”。当然，不一定非得是电视。你也可以参加某人的播客节目，或出现在某人的 YouTube 故事中。并不一定非得是电视，我只是用这个来给你说明一下这个想法。
PR marketing is powerful if you leverage it right. Now that's PR marketing for you. Brand marketing now is big and it's the one I left at the end because it tight all of this together. If you don't understand how to do brand marketing, it's a lot of what I've just described to you previously. It can actually hurt you. So for example, if you do rob a bank and you get on TV to do it, that will not be good for your brand, right?
如果你能妥善利用，公关营销会非常强大。这就是公关营销的意义所在。品牌营销现在非常重要，我最后提到它是因为它能将所有事情联系在一起。如果你不了解如何进行品牌营销，可能会像我之前描述的那样，对你造成伤害。例如，如果你抢银行然后上电视，这对你的品牌显然没有好处，对吧？
Brand marketing. The first thing I'll say about brand marketing is can you name me a brand that you love today that you don't instantly know the person who that brand is attached to? So for example, do you love IBM? I think so, right? Who's running IBM? Who knows? Who cares? These brands become irrelevant over time. Brand marketing today is about a connection.
品牌营销。首先，我要说的是，你能列举一个你非常喜欢的品牌，但却不立刻知道与之相关的名人吗？比如说，你喜欢 IBM 吗？我想应该是吧，但 IBM 的负责人是谁？谁知道呢？谁在乎呢？这些品牌随着时间的推移变得无关紧要。如今的品牌营销注重的是建立连接。
That's why what I mentioned earlier in this video is all connected. You have to make brand today have a personal connection. One mistake I see a lot of people on TikTok doing is they set up a TikTok account with their company name, which feels, okay, I've got my company name secured, but no one wants to find another company. No one cares about a company. People care about people, despite what the news tells us.
这就是为什么我之前在视频中提到的内容都是相互关联的。今天，要使品牌与人产生个人联系。有一个错误是我常常在TikTok上看到的，很多人都会用他们的公司名称来注册账户，他们觉得这样就保证了公司名字不会被别人使用。但是，没有人是真的想去关注另一个公司，没有人关心公司，人们关心的是人，即使新闻告诉我们相反的信息。
People care about people. So the best thing you could do is update your company profile on TikTok with James at building sheds.com, right? You've got to make it personal. And that's the first thing we'll tell you about brand marketing. Business is personal. It's bullshit when people say don't take it personally. It's all fucking personal. People want to buy from people. They don't really want to buy from brands. Now they will buy from Apple, but in part because they're bought into the Steve Jobs story and now Tim Cook is going to protect your data. It's all part of that image that Apple are creating. The personal brand of Tim Cook is deliberately designed to make you trust Apple with their data. That's what he's all about. Steady hand, a trusted person, a techy. He's going to trust. He's trustworthy. That's what that personal brand is about.
人们关心的是人，所以你最应该做的就是在TikTok上更新你们公司的资料，加上来自buildingsheds.com的詹姆斯。这就让它变得更加个性化。这是我们在品牌营销中首先会告诉你的。生意是个人性质的。当人们说“别往心里去”时，那都是废话，一切都和个人有关。人们想从人那里购买，而不是从品牌购买。虽然他们会从苹果购买产品，但部分原因是他们被史蒂夫·乔布斯的故事吸引，而现在是蒂姆·库克保护你的数据。这都是苹果在创造的形象的一部分。蒂姆·库克的个人品牌是精心设计的，让你信任苹果对数据的保护。这就是他的全部：稳重、值得信赖、技术达人。他会让你觉得可靠可信，这就是他的个人品牌的意义所在。
Mark Zuckerberg, a lot of people confused about Mark Zuckerberg. There's a personal brand. I don't like Mark Zuckerberg as a, well, I see him, which we all feel the same, something weird, right? But he does appeal to tech people. He's actually there to bring in tech talent. He's there to allow Facebook to help build tech. That's what his personal brand is there to do. He's not there to make the consumers happy. He's there to bring in tech talent. So personal brand, if you start analyzing businesses, you'll see the ones that are the most successful, Oprah, Ryan Reynolds. These personal brands are powering up companies in the future. I mean, Kardashians, who wants to laugh at these folks, but they're brilliant. Personal brand, people have a personal connection. They'll buy from these people. You must learn to make it personal.
马克·扎克伯格，很多人对他感到困惑。他有一个个人品牌。我不喜欢马克·扎克伯格，嗯，我看到他的时候，我们都有相同的感觉，就是有点奇怪，对吧？但他确实吸引了技术人员。他实际上是为了引进技术人才，让Facebook能够在技术上不断进步。他的个人品牌就是为此而存在的。他不是来让消费者开心的，而是来吸引技术人才的。所以，如果开始分析企业，你会发现最成功的那些，像是奥普拉、瑞安·雷诺兹，这些个人品牌正在帮助公司在未来蓬勃发展。比如，卡戴珊家族，尽管有人喜欢嘲笑他们，但他们其实很聪明。个人品牌，让人们有一种个人联系，他们会愿意从这些人那里购买东西。你必须学会让它变得个人化。
The second thing I'll teach you about brand marketing, there's two types of sales, because this all marketing is sales, right? There's reactive sales and there's proactive sales. Proactive sales is you go out there and sell. It's hard to do proactive sales. It's good to do it. I've done a whole video on sales where she can watch it. It's a brilliant video about how you do sales. But in marketing, the reason marketing is so powerful is because it creates reactive sales. Reactive sales are people coming to you, people calling you. And probably the best example I've seen today of this kind of reactive sales is liquid death. First of all, they name a product that instantly stands out. They're like, well, would you name a drink something death? Second is their marketing is brilliant. They just did a video clip, which I love. They're smoking in a classroom and giving kids sugar to drink. Like it's just brilliant, right? Kids smoking is weird, but it's brilliant marketing.
我将教你品牌营销的第二件事，涉及两种销售类型，因为所有的营销其实都是销售，对吧？一种是被动销售，另一种是主动销售。主动销售是你去寻找并达成交易。主动销售虽然难做，但十分有益。我曾专门制作过一整段关于销售的视频，你可以去观看。这段视频非常出色，讲解了如何进行销售。但在营销中，营销之所以强大，是因为它能创造被动销售。被动销售是指客户主动来找你，给你打电话。我见过的最好的被动销售例子是“Liquid Death”。首先，他们给产品起了一个让人过目不忘的名字。想想看，你会给饮料起一个带有“死亡”字样的名字吗？其次，他们的营销手段非常高明。他们拍了一个我非常喜欢的视频片段：在教室里吸烟并给孩子喝糖，这很有创意对吧？尽管孩子吸烟有些怪异，但这实在是出色的营销手段。
And that makes me want to proactively go buy the product, right? Now it's the genius of marketing. Learn proactive sales. And I've done a sales video all on this anyway. You can go watch later, but proactive approach to sales. You want to create a marketing, your brand marketing campaign that makes people go, oh my God, that brand's different. Oh my God, that brand has these values that I align with. Oh my God, that brand cares about the problem they're trying to solve. And I care about the same problem. Brand is about relationship. It's not about an image of what a logo looks like or the colors. None of that matters. What matters is the philosophy behind your company. What are you doing is often obvious. How are you doing it? It's often obvious, but why are you doing it? What is your purpose? Build that into brands. So make it personal and have a purpose. And you have a proactive sales mindset.
这让我想要主动去购买这款产品，对吧？这就是营销的天才之处。学习主动销售法。我已经为此专门制作了一段销售视频，你可以稍后观看，但关键是要采取积极主动的销售方式。你希望创建一个品牌营销活动，让人们感叹：“哇，这个品牌确实与众不同。天哪，这个品牌有我认同的价值观。哇，这个品牌关心他们正在解决的问题，而我也关心这个问题。”品牌关系重于品牌形象，重要的不是标志的外观或者颜色，而是品牌背后的理念。你在做什么通常显而易见，你是如何做的，也常常不难理解，但为什么去做？你的目标是什么？将这些融入品牌中，使其更加个性化并赋予其目标，并且拥有主动的销售心态。
Number three, when it comes to brand, understand there's two different parts of branding. The first part is company branding. The second part is personal branding. Now company branding without personal branding, as I just mentioned, I think long term is a problem in today's world. People want to know who's behind the company, what their philosophy is, what they're going to do with data. But in branding, the best way for me to explain this would probably be, let's say the camera we're filming this on like that. It's a brand. Now the brand itself might not have a founder. It might not have someone that wants to be the face of the company. So what do these brands do? They get someone who has the respect within their industry.
第三，在品牌方面，要明白品牌有两个不同的部分。第一部分是公司品牌，第二部分是个人品牌。正如我刚才提到的，没有个人品牌的公司品牌在当今世界从长远来看可能会有问题。人们想了解公司背后的人是谁，他们的理念是什么，以及他们将如何处理数据。但在品牌建设中，我可能会这样解释这个问题，比如我们用来拍摄的这个相机品牌，它本身是一个品牌。这个品牌可能没有创始人，也没有想成为公司形象代言人的人。那么这些品牌会怎么做呢？他们会找一个在他们行业中备受尊重的人。
So Peter McKinnon, for example, is a well-respected photographer with millions and millions of followers online. The camera company will sponsor him. So he then becomes the spokesperson and the ambassador. And I guess the moral guardian of that brand. So they, as brand, will leverage a personal brand to give their brand relevance. So I think most people starting a business today, the cheap way to do it is to make yourself the personal brand, to make yourself the way to do it. Of course, if you're a big company, you can afford to pay an influencer to be your representation, then great. In the past, people can meet equity in companies to be their brand their master. I think this is quite a clever way to do it. Go Daddy hired me to be their brand ambassador for a year. The point is that that's how you do it if you've got lots of money.
比如说，Peter McKinnon 是一位备受尊敬的摄影师，拥有数百万的线上粉丝。相机公司会赞助他，因此他就成了这个品牌的代言人和大使，以及道德方面的守护者。公司会利用他的个人品牌来提升品牌的相关性。我认为如今大多数创业者，经济实惠的做法是将自己打造成个人品牌，让自己成为推广方式。当然，如果你是大公司，能够负担得起支付给网红来做代言，那就太好了。过去，人们会用公司股份来让某人做他们的品牌大使。我觉得这是一种相当聪明的做法。例如，Go Daddy 聘请我做了一年的品牌大使。关键是，如果你有足够的资金，这就是你可以采取的方式。
If you haven't got lots of money, ideally one of you, you or your co-founder, or someone in your company can be your brand ambassador. And it has straight to the people at large what your values are, because that's what it's about. Brand is about your values, your mission statement. It says who you are. It's not a pretty color and a nice looking shape. It tells people, at a glance, what your values are. So have a brand strategy. Are you gonna be the brand yourself? Is your co-founder gonna be the brand? Are you gonna bring someone in who's gonna be the brand? Or are you gonna hire people to make your brand alignment and values clear?
如果你没有很多资金，理想情况下，你或者你的合伙人，或者公司里的某个人可以成为你的品牌大使。这能够直接向大众传达你的价值观，因为这才是关键所在。品牌就是你的价值观和使命宣言，它代表了你是谁。品牌不仅仅是漂亮的颜色和美观的形象，它能够让人一眼就看出你的价值观。因此，需要有一个品牌战略。你自己会成为品牌吗？你的合伙人会成为品牌吗？你会引入某个人成为品牌吗？或者你会雇佣人来明确你的品牌定位和价值观吗？
Number four, now brand marketing is a really complicated subject, but once you've understood personal brand and its impact, you understand the proactive sales approach and you understand brand strategy, the final thing probably is like literally the marketing of a brand. So of course, you want to be aligned to the right people that I've just mentioned. You might find that sales come from brand trust. So for example, I'm not genuinely downloading anything from a brand I don't know. I'm not gonna open up an email from someone I don't know. We have an inbuilt protection system. If we don't trust the brand, we tend to not interact with it. So you need to build trust.
第四，现在品牌营销是一个非常复杂的课题，但一旦你理解了个人品牌及其影响，掌握了主动的销售方式以及品牌战略，最后一步可能就是品牌的实际营销了。当然，你要和我刚才提到的那些合适的人保持一致。你可能会发现，销售来自于品牌信任。例如，我不会从一个我不认识的品牌下载任何东西，也不会打开一个陌生人的邮件。我们天生有一种自我保护机制，如果我们不信任一个品牌，我们往往不会与之互动。所以，你需要建立信任。
Now trust in my opinion comes from giving everything you've got to people without any catch. Every time you add a catch, I think you hurt a brand. So when people sell a course for example, they start off saying, or everything in the video is gonna be free. And then at the end of the video, they start selling you something. They hurt their brand, they reduce trust. Now in this video, I'm never gonna sell you anything. So I've got nothing to sell. But the point I'm trying to make here is that trust is key to making a brand work. You want to build trust and you do it, I think by giving, giving, giving.
信任我的观点的原因在于，我总是毫无保留地将一切奉献给他人，而不设任何条件。每当设下条件时，我认为这会损害一个品牌。举个例子，当人们出售课程时，他们一开始会说视频中的一切都是免费的，但到视频结束时，他们开始向你推销东西，这样做会损害他们的品牌，降低信任。在这个视频中，我绝对不会向你推销任何东西，因为我没有什么要卖的。但我想表达的重点是，信任是品牌运作的关键。你应该通过不断给予、给予、再给予来建立信任。
Now you might think, well, if I keep giving, I won't make any money, not true. You'll create brand value. Most companies in this world that are worth a lot of money spend years doing stuff for free. Big brands like Instagram for years, the service is free. Today, they add verification and they have this way of making money and that way of making money. But for the first few years, it's just about here's a product that can bring value to you. The point I'm trying to make is as soon as they start selling your data, you don't trust them anymore, right? So trust is key to building a brand.
现在你可能会认为，如果我一直在给予，就赚不到钱，但其实并非如此。你会创造品牌价值。世界上大多数价值不菲的公司都花费多年时间免费提供服务。像Instagram这样的大品牌，服务多年来都是免费的。但如今，他们通过认证等方式赚钱。但在最初的几年中，他们专注于提供能为用户带来价值的产品。我要表达的观点是，一旦他们开始出售你的数据，你就不再信任他们了，对吧？所以，信任是建立品牌的关键。
And if you get trust, you'll get sales. If you can build a brand that is trusted and then you can promote that brand and use the other things I taught you earlier, you will make a lot of money. Brands are the future. Build a brand, not a business. A business on its own is not scalable. A brand you can add huge amounts of value, both pricing-wise, you can charge more, but also people will trust you more. The open rate on your emails will be higher. People will look at that billboard when they walk out of their office and they'll care about your business. They'll watch your content. You'll make money on social media. You see how it all ties together.
如果你能赢得信任，就能实现销售。如果你能建立一个被信任的品牌，然后推广这个品牌，并利用我之前教给你的技巧，你将赚取大量金钱。品牌是未来。要建立品牌，而不是单纯的生意。单纯的生意无法扩展，但品牌可以增加巨大价值，无论是在定价方面（你可以收取更高的价格），还是在信任度上，人们会更信赖你。你的邮件打开率会更高。人们在下班路过广告牌时会关注你的业务。他们会观看你的内容。你会在社交媒体上赚钱。你看，这一切都是相互关联的。
Now, I hope you've enjoyed this video today. I'm gonna go eat some chicken for lunch now, starving. Appreciate you guys. Thank you so much for listening. Got any questions dropping them in the comments. I will try to read them.
希望你们今天喜欢这个视频。我现在要去吃午饭了，真的饿坏了。非常感谢你们。感谢你们的收看。如果有任何问题，可以在评论区提问。我会尽量去看。