It just doesn't have to be

只是有時候不一定是用你的想法

your thoughts and words every time.

你的話而已

My friends, the key to content success

朋友，內容的成功關鍵是

is you've got to start documenting instead of creating.

與其製造，你必須要開始專注在紀錄

Let me tell you how.

讓我教你怎麼做

Just start.

踏出你的第一步

(upbeat music)

(upbeat music)

Hey guys, I know I look like the Emperor

嘿大家，我知道我現在看起來很像來自

from Star Wars right now,

星際大戰的帝王一樣

but I'm very high in the air back from London

可是我現在在高空上，正從倫敦

headed to New York City.

飛回美國

I decided to do a video.

我決定要拍攝個影片

So many of you are stuck and can't start,

這麼多的你們被卡著，也因為如此你們踏不出第一步

and I broke it down into the what, how, and where, right?

所以我把它分列成什麼,怎麼樣和哪裡，好嗎？

WHW, right, like what are you gonna talk about?

WHW, 嗯,意思是 你要講的是什麼？

But the way all of you need to do this

可是你們要怎麼去執行的方式

and how you actually start is by doing.

和你們怎麼開始踏出你們的第一步是去執行

You haven't done anything yet.

你現在什麼都還沒開始去做

You know, this whole, "Fake it 'til you make it"

你知道嗎, 這整個, “演久成真”的說法

brings no value to anybody.

不會為任何人帶來任何的價值

You need to make something, and that thing is a manifesto.

你必須要做些什麼, 而那個東西就是一個宣言

It's always been obvious to me,

這件事都我來說一直都很明顯

it's always been obvious what causes success,

對我來說我顯明的知道是什麼造就了成功

what I needed to do, you know.

我需要知道些什麼, 對吧

Every time I watch content on the internet or on television,

每次我在電視機和網上觀賞內容時

I watched Oprah the other night,

我在有一晚看了歐普拉

Lizzie was watching, I was working.

麗茲在看著 而我在工作

She was interviewing George Lucas

歐普拉當時正在採訪喬治·盧卡斯

and he was saying the same shit.

然後他當時也說了一樣的東西

- We took it to all the studios,

- 我們把它帶到所有的電台

every single one of 'em, and nobody wanted it.

然後所有的電台，嗯, 沒有一個電台想要我們的作品

- So what did you do?

- 所以當時你做了什麼?

- So I said, "Well, I'm not gonna give up now."

- 當時我說, “嗯,我不可能到這邊了才選擇放棄"

- You're stuck.

- 你現在卡關了

You haven't started 'cause you're stuck.

你也因為如此還沒踏出你的第一步

I think the fear of losing trumps

我覺得對很多人來說失敗的恐懼

the excitement of victory for so many people.

戰勝了可能勝利的喜悅

So here you go, what?

好吧, 這就是我剛才提到的什麼?

What are you gonna talk about,

你想要討論什麼,

what do you wanna be known for?

你想要因什麼有名?

Look yourself in the mirror and ask yourself,

你必須要照照鏡子然後問你自己

"What do I want to do every day for the rest of my life?"

"我想要在我這一輩子的每一天做什麼?”

Do that.

去做那件事

And see, what people need to understand is,

然候，每個人都必須明白的是，

the way we communicate today is so different

我們在現今社會溝通的方式是多麼的不同

and the platforms have been redefined.

然後所有的平台已經被重新定義了

You wanna be in health and fitness,

你想要談健康與健身

you wanna be in strategy, you wanna be in social media,

你想要談策略 你想要談社群媒體

you wanna be in sneakers, you wanna be in coffee,

你想要談球鞋 你想要談咖啡

you wanna be in electronics, you wanna be in fashion?

你想要談電器, 你想要談時尚？

You collect Smurfs? Smurf it up.

你收集藍精靈的產品? “加把精”

You can make $70,000 a year talking about the Smurfs.

你可以透過討論藍精靈一年賺個7萬美金

Whether that's your mission or where you're at right now,

不管它是不是你的使命或者是你現在的處境

your truth, manifesto.

你的真理, 宣言

Tell me what you're thinking about it,

告訴我你的想法

like, if somebody made a video eight years ago

好比說,如果有人在八年前做了一個影片

that I think fashion should be high-low,

告訴人們說高低禮服是未來的時尚

I think people should wear expensive stuff

告訴人們說他們的穿著應該是

and inexpensive stuff in one wardrobe,

高檔搭配次檔

they would've been like, the queen or king of the vision

那麽他們透過一個影片 就會是時尚界的

of the fashion industry just by making a video.

據有眼光，遠光的王后或國王

- Predicting that Facebook acquires Instagram.

- 我預測Facebook會買下Instagram

- I was like, "Facebook's gonna buy Instagram."

- 我當時說, "Facebook 會買下Instagram."

Four months later, it happens.

4個月後,它真的發生了

So I was on Piers Morgan.

然後我上了皮爾斯·摩根的節目

This company's 550 days old.

Instagram 當時才創辦了550天

How the hell is it worth a billion dollars?

他媽的怎麼可能價值10億啊

And my opening line is.

然後我的開場白是

They stole it.

Facebook打槍了Instagram

And then, I guess last year this time, right,

然後, 我沒猜錯的話是去年吧

Facebook bought WhatsApp for $18 billion

Facebook以180億美金買下了WhatsApp

and every article like the next day after the news came out

然後這消息傳開後，每個刊登出來的文章

is like, "Oh, wait a minute, they fuckin' stole Instagram."

都說, “天啊，等一下， 他們簡直是打槍了Instagram."

The how is, there's only certain few ways

然後 怎麼樣做到的方法是,只有幾個正確的方法

to communicate in the world.

可以和世界溝通

Whether this is video form.

不管是不是以影片的形式

Something extreme, like just get on a train

做些很極端的事 例如說上火車

and go away for a week or something different.

給自己放個一個星期的假 或者做其他的事

You have to break pattern.

你必須要打破格局

Whether this is audio form.

不管是不是音頻

Sitting here listening to my music list

坐在這裡聽著我的音樂清單

and I'm starting to find a little clarity.

我開始看透了一些事

Audio being a podcast.

音頻在這裡指的是播客

- You're an outspoken advocate

- 你是個直言不諱對於

for both hustle and self-awareness.

努力奮鬥和自我意識的倡導者

- [Gary] Yes.

- [Gary] 是

- But if you had to put them in order,

- 可是如果你必須要去排序它們的話

even if it's a 1A and 1B.

不管是以1A和1B的方式去排序它們

- [Gary] Self-awareness.

- [Gary] 自我意識

- Self-awareness is more important than hustle?

- 自我意識比努力奮鬥來得重要嗎

- [Gary] It's not even close. - Really?

- [Gary] 這是當然的 - 真的嗎?

- Yes, when you know who you are, hustle's sexier.

- 對啊，當你知道自己是個怎麼的人時，努力奮鬥只是比較性感

Like, it would've been cooler for like, the people listening

對那些正在聆聽著的觀眾人來說， 如果我剛才我回答努力奮鬥的話會比較酷吧，

for me to say hustle 'cause it's cooler.

他們會比較希望我說奮鬥，因為它聽起來比較酷

Right, heck, you don't even need to do a podcast.

對吧？幹，你甚至不需要做個播客

Put the recorder on your phone and just speak your truth.

啟動你手機的錄音器然後說出你的真理

As I sit here right now writing this article,

在我坐在這寫著這個文章時

or at least memoing it 'cause that's how I do it.

其實是在撰寫備忘錄 因為那是我寫文章的方式

Get in front of a camera, selfie-style.

站在鏡頭前，用自拍的方式

You know, I'm old now, kids,

你知道嗎孩子們，我現在很老了

so at 40, I've observed a lot,

我活了40年，我觀察了很久

and I could tell you that optimism

然後我能告訴你的是樂觀思想

and positivity is a huge variable.

和正面的思想是成功的關鍵

Good morning, Instagram.

早安啊Instagram.

It's me, Gary.

是我，Gary.

Instead of a motivational quote or some sort of clip,

與其給你們一些激勵的話或者是一些短片

I just wanted to go camera to face,

我只是希望可以透過這個鏡頭

just tell you how much I appreciate all of you guys.

告訴你們我有多感謝你們

Your attention means the world to me.

你的關注對我來說是多麼的重要

Set it up on a tripod or have a DRock,

把你的相機放在三腳架上或者為自己找個DRock,

if it's your nephew, your sister.

即時他是你的姪子，你的妹妹

Nate, give me this, give me this real quick.

Nate, 把我的手機給我 趕快給我我的手機

Nathan, the intern is here.

Nathan,我們的實習生在這

Some of you guys might remember him.

你們之中可能有些人會記得他

Or you write it, but the way all of you need to do this

或者你把它寫下來，可是說到底你們必須要做的事和

and how you actually start is by doing.

你們怎麼踏出你們的第一步 答案就是去執行

I create an obnoxious amount of content

我每天都創造很多的內容

because of the strategy of how we do it.

因為這是我們執行的策略

Don't do anything, just keep watching.

什麼都不要做啊，就繼續看啊

Keep watching my stuff.

繼續看我的內容

Keep being entertained by my energy.

繼續被我的能量娛樂著

Keep being inspired, don't do.

繼續被激勵著,但是什麼都不做

Don't fuckin' have dinner at 7:00 and drink two beers.

不要在晚上7點吃晚餐之後就喝兩罐啤酒

Like, when your strategy is right, you win,

當你使用正確的策略時，你會贏

and so we have figured out that pillar content

所以呢我們找出了一個內容的棟樑

creates content underneath it at scale.

我們可以隨著那個棟樑，可以有規模的向下延伸出更多的內容

Hey everybody, welcome to the first #AskGaryVee.

大家好，歡迎來到第一集的 #请教Garyvee秀

I think it's the first one,

沒記錯的話這是第一集吧

but I actually do think I tried to do this once before.

可是我覺得我之前好像有做過類似的秀了

I feel like I've got the team now in place

我覺得我現在已經有一個可以支撐我的團隊

to actually do this more often.

好讓我可以持續的做這件事

It's macro patience.

這是長遠的耐性

Macro patience.

長遠的耐性

Deploy patience.

部署耐性

You've gotta deploy patience.

你必須要有足夠的耐性

You've gotta love the process.

你也需要喜歡這個過程

What's the ROI of social media?

社群媒體的投資報酬率是什麼?

So I look at her and go, "What's the ROI of your mother?"

所以我看了她一眼然後說 , “你媽的投資報酬率是多少呢?”

There are so many people in here

在這裡有很多人

that shouldn't be producing video

不應該去生產影片

because that is not the best way they communicate.

因為那不是他們最適合與世界溝通的方式

Only a decade ago, if I was speaking here,

在10年前 如果我也在這裡演講的話

all I would be talking about is blogging,

我演講的內容一定會環繞在寫部落格上

yet, there are people in this room

可是，在座的很多人

that are caught up by picture and video communication

因為在追逐以圖片，影片溝通的潮流

and they are tremendous writers

然而他們是個很棒的作家

and they don't realize that blogging or posting on Medium

他們卻沒有意識到寫個文章發在自己的部落格或Medium上

or even my favorite little hack right now,

或甚至是我最近最喜歡的駭客

if you're a good writer and you wanna build up a profile

如果你是個很好的作家，然後你想要為你自己

for your business or for yourself,

或你的生意建立名氣的話

I actually highly recommend you start blogging

我會推薦你開始在Facebook

inside of Facebook and Instagram.

和Instagram裡寫你的部落格文章

I literally mean writing seven, 15, 25 sentences,

我真的推薦你寫個 7，15，25 句

three, four, five paragraphs of written content

3, 4, 5 段的文章

within your feeds that people will absolutely consume.

在你的動態上，因為人們確實會去看

So that's number one and two, the what and how, right,

所以，那就是一和二，什麼和怎麼，對吧

like how are you gonna do it, and then where, distribution.

你要怎麼做，然後接下來是哪裡，如何分佈

That's what you need to figure out next

那是你接下來要思考的事

and it's the hardest part for a lot of you.

這也是對多數的人最難的事

The hardest part is to start, and a lot of things are hard.

萬事起頭難，我也知道有很多事情是困難的

Hard to start, hard to know what format to do it in,

要踏出你的第一步是困難的，要知道你要用什麼形式去做也是困難的

audio, written, video, and then number three,

音頻, 寫作, 視頻, 然後第三

how do you get people to see it?

你要怎麼讓別人看到你的內容

It all goes down in the DM.

關鍵就是在私信

The key is providing other people more value.

關鍵就是如何提供其他人更多的價值

I just don't see people doing it.

很多人都沒這麼做

It blows me away, and it is absolutely,

這太讓我抓狂了, 而且

I want the full,

我想要全景

and it as absolutely going down on Instagram DM.

你必須要掌握如何運用Instagram私信

Influencers or you pay for it.

網路紅人或者你需要花點錢

Either you pay in Facebook ads,

不管你是不是把錢丟在Facebook廣告上

Instagram ads, sponsorship deals.

Instagram 廣告, 贊助代言，

YouTube pre-rolls against people of those interests,

YouTube預載廣告 在那些你想要觸及的客群上

fashion, you know, food, wine, sneakers, technology,

時尚啊,食物啊，紅酒啊，球鞋啊，科技啊

or, or you reach out to people that have audiences.

或者, 或者 你試著去聯絡那些已經擁有以上興趣的觀眾的人們

Search hashtags, click them, look at the account,

搜尋話題,點擊話題，點開他們的帳號

then see how you can bring them value.

然後看你可以怎麼樣提供他們價值

DM them, go in soft, bring value.

私信他們, 要緩行慢進，提供他們價值

Rinse and repeat, two, three, four, 5,000 times,

不斷的嘗試，重複個2，3，4， 5000次

so the thing you Manny should do is go Upper East Side.

所以曼尼該做的是，搜尋紐約上東區

Looking good, this guy, look like a good picture.

這個人看起來不錯，這是個很不錯的圖

Hey G.

嘿G.

Instagram influencers right now today for doers

對於現今的執行者，Instagram 網路紅人的價值

is probably only behind Facebook ads,

可能只是落後於Facebook廣告而已

the single best arbitrage in marketing.

在行銷界裡最好，最值得的行銷武器

And then you try and then you learn.

然後你嘗試 然後你從中學習

When you're a pioneer, you have to taste it.

當你是個先行者時，你必須要去嘗試

There's no report. There's no white paper.

你不會看到數據，你不會看到有關的報告

There's no modeling mixed metrics

你不會有一些加上指標的模型

that are gonna teach you how that's gonna work.

去告訴你說你要怎麼做才有效

When you're the first explorer,

當你是第一個探險家時

you have to taste the berries,

你必須要去嘗試那些莓子

and hopefully they're not poisonous.

然後希望那些莓子沒有毒

We're living through this incredible era

我們處在這麼棒的時代

of massive opportunity, yet everybody's talking and reading,

一個到處都是機會的時代，可是人們只會講，只會讀

and nobody's fucking doing.

可是卻沒有人在做

Start fucking executing.

他媽的開始執行

So, what does that mean?

所以我想表達的是什麼呢?

That means you should write a Medium blog post every week.

我想表達的是你應該每一個星期寫個 Medium 部落格文章

Content, podcast, video, written,

內容,播客，影片，文章

quotes, pictures, and then tactics.

語錄,圖片 還有策略

What scares me quite a bit is that most of you,

讓我感到害怕的是，多數的你們

when you see these logos,

當你們看到這些商標時

you think of a piece of content that you make

你第一個想到的是你們產出的內容

and you think of those five channels and more

然後你們把這5個平台等

as places where you distribute it.

當作一個把你的內容分布出去的平台

Twitter and Facebook are tools.

Twitter 和 Facebook 只是一個工具

Twitter and Facebook are markers and crayons.

Twitter 和 Facebook 就好像是 麥克筆和蠟筆一樣

They're a fax machine.

它們就像是一個傳真機一樣

These are not just distribution channels.

它們不只是一個散播內容的平台

These are channels where you have to natively story tell.

它們是一個你必須要原生的方式去說故事的平台

Facebook, Twitter, YouTube, and Instagram

Facebook, Twitter, YouTube, 和Instagram

are ABC, NBC, and CBS,

就是我們現代的 ABC, NBC, 和 CBS,

and what I've figured out for the last decade

然後我在這10年內理解的是

is how to make MASH and the Andy Griffith Show

如何在這裡做出 MASH， 安迪•格里菲思秀

and ER and Seinfeld.

和 ER 和宋飛正傳

- And my question is, how I hustle and stop being a pussy?

- 然後我的問題是,我要怎麼開始努力奮鬥而不是繼續當個沒用的膽小鬼

Like, I wanna be where you are.

我想要變成和你一樣強的人

- [Gary] What's blocking you?

- [Gary] 是什麼阻擋著你呢?

- I don't know.

- 我不知道

- [Gary] Other people's POV?

- [Gary] 別人對你的看法嗎?

- Yes.

- 是

- [Gary] That's the one, man.

- [Gary] 那就是你的答案了，老兄

It's good to see classic and in style.

能看到經典變成潮流是件很棒的事

I wouldn't guess Santa Rita Hills.

我怎麼都猜想不到是圣塔瑞塔山

Yes, that's a dig, little sniffy sniff.

沒錯，我是在諷刺它們 我們來聞聞看

Please, take a step back and think about

我求你，退一步的思考

how awesome it actually is.

我們能活著是一件多麽幸運的事

It is imperative that not only do you start thinking about

很重要的是，你不只是要開始思考

your content strategy on these platforms for your business.

你為了你的生意而在這些平台該採取哪些策略

Facebook targeting.

Facebook目標設定

I mean like, I mean that's it.

我的意思是，那就是你的答案

Like, you can literally put your business address,

你可以直接在那擺下你企業的地址

run a radius around it,

然後設定範圍

or everybody in the 07081 zip code

或者瞄準那些住在07081郵政編碼區的人

or the 08802, Asbury Jersey in the house, zip code,

又或者是 08802 阿斯伯里帕克,我老家

and everybody will see it in that zip code in that feed.

然後哪一區的人都可以在他們的動態上看到你投下的廣告

It's a piece of cake.

就是那麼簡單

So if you talk about coffee, Google the word coffee

所以如果你討論的是咖啡的話 Google 咖啡

and the word blog or coffee and media company

部落格 或 咖啡 和媒體公司這些字

and literally email every editor and writer

然後發電子郵件給每一個編輯，和每個

of every coffee blog on the internet.