DIGITAL MILLIONAIRE SECRETS

数字百万富翁的秘密

How I Built an 8-Figure Business Selling My Knowledge Online

我是如何通过在线销售知识建立了一个八位数业务的

Copyright © 2019. Dan Henry and Omni Marketing LLC. All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.

版权所有 © 2019。Dan Henry 和 Omni Marketing LLC。保留所有权利。未经出版者事先书面许可，不得以任何形式或任何方式（包括复印、录音或其他电子或机械方法）复制、分发或传播本出版物的任何部分，除非在版权法允许的简短引用和某些其他非商业用途的情况下。

Omni Marketing LLC
360 Central Ave. Ste 1170

中央大道 360 号 1170 室

Saint Petersburg, Florida 33701

圣彼得堡, 佛罗里达州 33701

GetClients.com

获取客户.com

ISBN: 978-1-7353738-0-5

July 2020 Transcendent Publishing

2020 年 7 月 卓越出版

Cover Photo by Angela Mascari

封面照片由安吉拉·马斯卡里拍摄

Disclaimer: The author makes no guarantees concerning the level of success you may experience by following the advice and strategies contained in this book, and you accept the risk that results will differ for each individual. The testimonials and examples provided in this book show exceptional results, which may not apply to the average reader, and are not intended to represent or guarantee that you will achieve the same or similar results.

免责声明：作者不对您遵循本书中所含建议和策略可能获得的成功水平作出任何保证，您需接受结果因人而异的风险。本书提供的推荐信和案例展示了非凡成果，这些成果可能并不适用于普通读者，且无意代表或保证您将获得相同或类似的结果。

“Whether you think you can, or you think you can't—you're right.”

“无论你认为你能，还是你认为你不能——你都是对的。”

— Henry Ford

—— 亨利·福特

CONTENTS

目录

Dedication

献词

Acknowledgments

致谢

Connect with Dan

与丹联系

Foreword

前言

Introduction

介绍

What Is a Digital Millionaire?

什么是数字百万富翁？

How to Use This Book (Ignore Only If You Hate Money)

如何使用这本书（除非你讨厌钱，否则请忽略）

Who the Heck is Dan Henry? (And Why Should We Listen to Him?)

丹·亨利是谁？（我们为什么要听他的？）

Who This Book Is For

这本书适合谁

Can Non-Experts Become Digital Millionaires?

非专家能成为数字百万富翁吗？

Strategy VS. Tactics

战略与战术

Crafting Your Offer

制定你的报价

Choosing Your Niche

选择你的利基

The Case For Clarity

清晰的理由

Your Entire Marketing Strategy in One Sentence

你的整个营销策略用一句话概括

The Promise

承诺

The Outline

大纲

How to Teach

如何教学

Testing Your Offer

测试您的报价

Why You Must Always Sell Before You Create

为什么您必须在创建之前先销售

How I Made $100K in 30 Days: The Blueprint

如何在 30 天内赚取 10 万美元：蓝图

The Whiteboard Webinar

白板网络研讨会

The Power of Polarity

极性的力量

Scaling Your Offer

扩展您的产品

How We Scaled to 8-Figures

我们如何扩展到八位数

The Fence Method

围栏方法

The Goldfish Rule

金鱼法则

How We Tripled Profits with High-Ticket Offers

我们如何通过高价产品使利润翻了三倍

The Real Secret of Scale

规模的真正秘密

Developing Mind Control Powers

发展心灵控制能力

The Circle of Focus

专注之环

Slaying the Haters

击败仇恨者

Why People Don’t Buy Your Stuff

为什么人们不买你的东西

The Matrix and The Martian

黑客帝国与火星救援

How to Get More Help

如何获得更多帮助

Your Free Ticket

您的免费门票

How to Access Your Bonuses

如何访问您的奖金

Speak to Us

与我们联系

References

参考文献

About the Author

关于作者

DEDICATION

献词

To my father, Dan, for passing on to me a vibrant personality and being my first teacher of how to tell a great story.

献给我的父亲丹，感谢他赋予我充满活力的个性，并成为我如何讲述精彩故事的第一位老师。

To my mother, Robin, for always investing in me when I was young, even if I seemed to not appreciate it. I did.

致我的母亲罗宾，感谢你在我年轻时一直投资于我，即使我似乎没有感激。我其实很感激。

To my grandparents, Robert and Geneva, for always reminding me I could have whatever I wanted if I worked hard enough.

致我的祖父母罗伯特和日内瓦，感谢你们一直提醒我，只要我足够努力，我就能得到我想要的一切。

To Hilal, for relentlessly supporting me when I got my start. Our marriage may not have worked out, but you gave me the most important thing in my world: our son.

致希拉尔，感谢你在我起步时不懈地支持我。我们的婚姻可能没有成功，但你给了我世界上最重要的东西：我们的儿子。

To my son, Bruce. You are not even two years old as I write this, but you have already reminded me why I do what I do. For a time, I seemed to have forgotten. Thank you, Son.

致我的儿子，布鲁斯。在我写下这段话时，你还不到两岁，但你已经提醒了我为什么我要做我所做的事情。有一段时间，我似乎忘记了。谢谢你，儿子。

ACKNOWLEDGMENTS

致谢

I want to thank all the brilliant entrepreneurs I have learned from and that have helped me get to where I am today.

我要感谢所有我从中学到东西并帮助我走到今天的杰出企业家。

With extreme gratitude, my thanks goes to Russell Brunson for helping me get my start and introducing me to the wonderful world of selling online. Also, for having enough faith in me to ask me to speak at your events. You are a true class act.

怀着无比的感激之情，我要感谢 Russell Brunson 帮助我起步，并向我介绍了在线销售的精彩世界。同时，感谢你对我的信任，邀请我在你的活动中发言。你是一个真正的榜样。

I want to thank Sam Ovens for showing me the power of focus and simplicity. You helped me dig myself out of a hole of unhappiness. (Also for those funny emails you send me.)

我要感谢 Sam Ovens 向我展示了专注和简单的力量。你帮助我从不幸的困境中走了出来。（还要感谢你发给我的那些有趣的邮件。）

A special thanks goes to Myron Golden for not only writing the foreword to this book, but also for showing me better ways to inspire. Thank you.

特别感谢迈伦·戈尔登不仅为本书撰写了前言，还向我展示了更好的激励方式。谢谢。

I want to thank Michael Hauge for going above and beyond to teach me the art of storytelling.

我要感谢迈克尔·豪格，他不遗余力地教我讲故事的技巧。

I also want to thank my good friend Dave Britton for constantly reminding me that I can achieve more than just owning a bar. You helped me sell my first successful local business. If it wasn’t for you, I would still be announcing shot specials over a cheap microphone.

我还要感谢我的好朋友戴夫·布里顿，他不断提醒我，我可以实现比仅仅拥有一家酒吧更多的成就。你帮助我卖掉了我的第一家成功的本地企业。如果不是你，我可能还在用廉价的麦克风宣布特价酒水。

I want to thank my entire staff—especially Brandon Lewis, Karla Floresse Hoffman, Gary Rennilson, and Ashlyn Brothers. You kept my company running while I locked myself away at home to finish this book. Thank you for believing in this mission.

我要感谢我的全体员工——尤其是布兰登·刘易斯、卡拉·弗洛雷斯·霍夫曼、加里·伦尼尔森和阿什琳·布拉泽斯。在我把自己关在家里完成这本书的时候，你们让我的公司继续运转。感谢你们相信这个使命。

My thanks goes to Shanda Trofe for guiding me through the process of writing my first book. I don’t believe this book would have ever gotten off the ground without you.

我要感谢 Shanda Trofe 指导我完成了我的第一本书的写作过程。如果没有你，我相信这本书永远不会问世。

I would also like to thank Lori Lynn for agreeing to be the editor of this book and taking extreme care to make sure every single word of this book was finely tuned. Also for staying up late and adding last minute “AHA” moments that came into my head mere hours before going to print. Anyone should consider themselves lucky to have you as an editor. Thank you.

我还要感谢 Lori Lynn 同意担任这本书的编辑，并非常细心地确保这本书的每一个字都经过精心调整。还要感谢她熬夜并添加了我在印刷前几小时才想到的“AHA”时刻。任何有幸拥有你作为编辑的人都应该感到幸运。谢谢你。

Finally, a very special thanks goes to Alice for tirelessly helping me create, edit, and proofread this book before sending it to the professionals. Also for making sure I didn't say anything stupid, and for pretty much keeping me together at all times.

最后，特别感谢爱丽丝不辞辛劳地帮助我创建、编辑和校对这本书，然后才将其交给专业人士。还要感谢她确保我没有说任何愚蠢的话，并且始终让我保持冷静。

Most importantly, to you. Thank you for buying this book, and even more for taking the time to read it. Especially the acknowledgments. Who reads the acknowledgements? You, that’s who!

最重要的是，感谢你。感谢你购买这本书，更感谢你花时间阅读它。特别是感谢你阅读了致谢部分。谁会读致谢呢？就是你！

CONNECT WITH DAN

与 DAN 联系

FOREWORD

前言

BY MYRON GOLDEN, PH.D.

迈伦·戈尔登博士

I have read more business books than I can even begin to remember.

我读过的商业书籍多得数不胜数。

I have attended numerous business development seminars.

我参加过许多商业发展研讨会。

I have heard business coaches, experts, and gurus of all kinds.

我听过各种商业教练、专家和大师的演讲。

Some really have answers. Others simply proclaim answers. But all too often, it becomes evident that many of them are, more than anything, “Legends In Their Own Minds.”

有些人确实有答案。其他人只是宣称有答案。但很多时候，很明显，他们中的许多人，更多的是“自以为是”。

Dan Henry? He really is an expert, and he really has answers.

丹·亨利？他确实是个专家，而且他确实有答案。

I remember the first time I heard Dan Henry speak.

我记得第一次听丹·亨利讲话的时候。

After listening to him for 90 minutes, I realized that he is a real expert who teaches what he knows, not what he thinks he knows.

在听他讲了 90 分钟后，我意识到他是一个真正的专家，他教的是他所知道的，而不是他认为他知道的。

When Dan asked me to write the foreword for this book and sent me the manuscript, I knew that I was reading a very rare book indeed.

当丹请我为这本书写序并寄给我手稿时，我知道我正在读的确实是一本非常罕见的书。

There are very few people who have mastered the business skills of sales and marketing, and there are fewer still who have mastered these business skills and can explain what works in simple enough terms to ensure that their readers get it.

很少有人掌握了销售和营销的商业技能，而能够用简单的语言解释这些技能并确保读者理解的人则更少。

Dan is one of those rare author-experts.

丹是那些罕见的专家作者之一。

Digital Millionaire Secrets is exactly what the title claims it to be. It will teach you how to turn your expertise into your fortune, and it could potentially make you millions of dollars.

《数字百万富翁的秘密》正如标题所宣称的那样。它将教你如何将你的专业知识转化为财富，并有可能让你赚取数百万美元。

If you want to learn how to turn your knowledge into financial freedom, this book may be your best chance to live your dreams.

如果你想学习如何将你的知识转化为财务自由，这本书可能是你实现梦想的最佳机会。

This book has to be one of the best books I’ve ever read on the subject of making money online. One of the best things about it is that it was written by someone who went from a standing start to making over $10,000,000 in three years using the internet, combined with a very particular set of marketing and sales skills.

这本书必须是我读过的最好的关于在线赚钱的书籍之一。它最好的地方之一是，它是由一个从零开始，在三年内通过互联网赚取超过 1000 万美元的人写的，结合了一套非常特别的营销和销售技巧。

Dan Henry is in one of my coaching programs, and he has already made his fortune in his early thirties, but he is still one of the most coachable people I’ve ever encountered.

丹·亨利参加了我的一个辅导项目，他在三十岁出头就已经赚到了财富，但他仍然是我遇到过的最容易接受指导的人之一。

I always tell my coaching clients, “A coach who doesn’t have a coach doesn’t deserve to be your coach!” Not only does Dan Henry deserve to be your coach—especially if you want to make money online—but if you are coachable, you deserve to be coached by Dan Henry.

我总是告诉我的教练客户，“一个没有教练的教练不配成为你的教练！” 丹·亨利不仅值得成为你的教练——尤其是如果你想在网上赚钱的话——而且如果你是可教的，你值得被丹·亨利教练。

The purpose of learning is not “Knowing,” as most people think it is, but the purpose of learning is “Mastery.”

学习的目的不是“知道”，就像大多数人认为的那样，而是“掌握”。

One of the reasons Dan is so successful—and has been able to help so many others become successful—is that he focuses on mastery first. Then, he stacks the skills that he has mastered to help his students produce an exponential result!

丹之所以如此成功——并且能够帮助许多人取得成功——是因为他首先专注于精通。然后，他将自己掌握的技能叠加起来，帮助他的学生取得指数级的结果！

So, if you desire to have a quantum leap in your business growth, then you are holding in your hands the key to growing your income fast.

所以，如果你希望在你的业务增长中实现量子飞跃，那么你手中正握着快速增加收入的关键。

Dan Henry is the person who can take you by the hand and get you moving toward your financial goals.

丹·亨利是那个可以牵着你的手，带领你朝着财务目标前进的人。

If all you want is theory and conjecture, then find someone else. But if you are sick of theories and second-hand information about how to create wealth at an exponential rate of speed, then Dan Henry is truly the teacher you’ve been looking for.

如果你只想要理论和猜测，那就找别人吧。但如果你已经厌倦了关于如何以指数级速度创造财富的理论和二手信息，那么丹·亨利确实是你一直在寻找的老师。

If you will follow Dan’s advice in this book (and have a pen and notepad handy every time you crack it open), it could cut years off of your learning curve!

如果你遵循丹在本书中的建议（并且每次打开书时都准备好笔和记事本），它可能会缩短你多年的学习曲线！

I want to end this foreword by doing three things. First of all, I want to thank Dan Henry for writing it! Secondly, I want to congratulate you for taking the time to read it! The last thing I want to do in the foreword is to challenge you to put it all into practice. When you do that, you’ve finally made it over to “The Other Side of Money”!

我想通过做三件事来结束这篇前言。首先，我要感谢丹·亨利写了这本书！其次，我要祝贺你花时间阅读它！我想在前言中做的最后一件事是挑战你将所有内容付诸实践。当你这样做时，你就终于来到了“金钱的另一面”！

—Myron Golden, Ph.D.

—迈伦·戈尔登，博士

INTRODUCTION

引言

WHAT IS A DIGITAL MILLIONAIRE?

什么是数字百万富翁？

It’s about 36° outside, and I’m freezing. This is in the state of Florida, where even 40° is unheard of. I scramble to get inside my Uber and close the door.

外面大约 36°，我感觉很冷。这是在佛罗里达州，连 40°都很少见。我赶紧钻进我的优步车，关上了门。

It’s nice and toasty inside the car, but before I can get comfortable, I notice something peculiar about the driver. He’s covered in dirt. I ask him if he’s okay, and he chuckles and says, "I'm a gold-digger."

车里很暖和，但在我感到舒适之前，我注意到司机有些奇怪。他满身是土。我问他是否还好，他笑了笑说：“我是个淘金者。”

"Come again?"

“再说一遍？”

"I hunt for gold, precious metals, and jewelry at the beach," he replies.

“我在海滩上寻找黄金、贵金属和珠宝，”他回答道。

Being the curious person I am, I ask him how much money he makes doing such a thing.

作为一个好奇的人，我问他做这样的事情能赚多少钱。

"I make an extra $200 or so every week. I find a lot of jewelry on the beach and pawn it. I would make more, but there is so much competition. I know it's not much, but one day I'm going to become a millionaire," he explains.

"我每周能多赚 200 美元左右。我在海滩上找到很多珠宝，然后拿去典当。我可以赚更多，但竞争太激烈了。我知道这不算多，但总有一天我会成为百万富翁，"他解释道。

"A millionaire? How are you going to find that much gold?"

百万富翁？你怎么能找到那么多黄金？

He then proceeds to tell me his elaborate plan. He is going to save up all of the money from his Uber job as well as the couple of hundred dollars a week extra he makes finding gold on the beach. He will then use his savings to purchase land in Alaska.

然后他开始告诉我他的详细计划。他打算把从 Uber 工作中赚到的钱以及每周在沙滩上找到的几百美元额外收入都存起来。然后他将用这些积蓄在阿拉斯加购买土地。

Apparently, there is plenty of land in Alaska with precious metals and gold just waiting to be found. He plans to purchase the property and put up "no trespassing" signs. Since no one else would be able to search for gold on his property, he would have no competition, and he would be able to keep all the gold for himself!

显然，阿拉斯加有很多土地蕴藏着贵金属和黄金，等待被发现。他计划购买这块土地并竖起“禁止进入”的标志。由于其他人无法在他的土地上寻找黄金，他将没有竞争对手，并且能够将所有黄金据为己有！

I scratch my head a little bit, pondering whether or not I should tell him how ridiculous his idea sounds. Instead, I opt to help the man.

我稍微挠了挠头，思考是否应该告诉他他的想法听起来有多荒谬。相反，我选择帮助这个人。

So I say, “Let me see if I get this straight. You already make a couple hundred extra bucks a week searching for gold on the beach, right?"

于是我说：“让我看看我是否理解对了。你已经在海滩上找金子，每周多赚几百美元，对吧？”

He replies, "Yes. I use my metal detector about two hours per night, and you wouldn't believe the valuable stones and lost jewelry I find!"

他回答说：“是的。我每天晚上用我的金属探测器大约两个小时，你简直不敢相信我找到的贵重宝石和丢失的珠宝！”

So I reply, "Okay. If I could tell you a much easier and faster way to become a millionaire, one that does not require you to spend hundreds of thousands of dollars on land in a frigid tundra, would you be interested?"

所以我回答说：“好吧。如果我告诉你一种更简单、更快成为百万富翁的方法，一种不需要你在寒冷的苔原上花费数十万美元购买土地的方法，你会感兴趣吗？”

He then chuckles to himself, half speaking and half laughing. He says, "Well, I suppose so, but you better already be a millionaire if I am to take you seriously!"

然后他对自己笑了笑，半说半笑地说道：“嗯，我想是的，但如果你要我认真对待你，你最好已经是个百万富翁！”

At almost that exact moment, we pull up to the destination, which is my 8,000 square-foot, $2 million luxury waterfront home in a private gated yacht club community.

几乎就在那一刻，我们到达了目的地，那是我在私人游艇俱乐部社区的 8000 平方英尺、价值 200 万美元的豪华海滨住宅。

"That's your house?" he asks, his glasses almost falling off his face.

“那是你的房子吗？”他问道，眼镜几乎从脸上掉下来。

"Yes. Ready to listen?"

“是的。准备好听了吗？”

The man slowly nods his head, contorting his entire body around like he’s in The Exorcist, now giving me his full attention.

那个男人慢慢地点了点头，整个身体像在《驱魔人》里一样扭曲，现在他全神贯注地看着我。

I proceed to tell him how I'm in the business of selling online education. I tell him he could easily sell an online course teaching people how to make a couple of hundred bucks extra a week searching for gold. In fact, he could make $1 million doing this faster than he could ever do it scouring for gold, let alone saving up for years to buy a piece of land so he could spend even more time scouring for gold.

我接着告诉他，我从事的是在线教育销售业务。我告诉他，他可以轻松地销售一门在线课程，教人们如何通过寻找黄金每周多赚几百美元。事实上，他可以通过这种方式赚到 100 万美元，比他花时间寻找黄金要快得多，更不用说为了买一块地而攒钱多年，然后花更多时间寻找黄金了。

Plus, he could do it without freezing to death!

而且，他可以在不被冻死的情况下做到！

He asks, "Is there really that much money in selling information like that?"

他问道：“卖这样的信息真的能赚那么多钱吗？”

"That's how I make my living," I reply.

“我就是这样谋生的，”我回答。

He looks at me. He looks at my house. He looks back at me and says, "You bought that house from selling information?"

他看着我。他看着我的房子。他又看着我，说：“你是靠卖信息买的那栋房子？”

I nod my head.

我点点头。

He looks down at my watch. "You bought that Rolex from that, too?"

他低头看了看我的手表。“你也是从那里买的劳力士吗？”

"My homes, cars, clothes, vacations, doctor visits for my son, investments for the future, and even the ability to help my parents. All from selling my advice online," I explain.

"我的房子、汽车、衣服、度假、儿子的医生就诊、未来的投资，甚至帮助父母的能力。所有这些都来自于在线销售我的建议，"我解释道。

He gives me a long, hard stare and then asks if he can have my card.

他长时间地盯着我，然后问是否可以要我的名片。

I sort of laugh. The week before, we had just hit $10 million in sales, and I still don't have a business card. So, I explain I only do business online and give him my website address, getclients.com.

我有点笑了。前一周，我们的销售额刚刚达到 1000 万美元，而我仍然没有名片。所以，我解释说我只在网上做生意，并给了他我的网站地址，getclients.com。

He slowly pulls away, makes a U-turn, and creeps past my house at a snail's pace, almost as if to make sure what he’s seeing is real.

他慢慢开走，掉了个头，然后以蜗牛般的速度从我房子旁边缓缓驶过，几乎像是为了确认他所看到的是真实的。

I never saw that man again. I have no idea if he ever took my advice or how it all panned out for him. I can only hope that he took that advice because it's the same advice I have given to hundreds of my clients and thousands of people that follow me online. This advice has helped countless individuals turn passion into profit and dreams into reality.

我再也没有见过那个人。我不知道他是否采纳了我的建议，也不知道他最终的结果如何。我只能希望他采纳了那个建议，因为这是我给数百名客户和数千名在线关注者提供的相同建议。这个建议已经帮助无数人将激情转化为利润，将梦想变为现实。

If you would like to see some examples of what can be achieved, I’ve collected screenshots from clients celebrating their success with our program. Visit DigitalMillionaireSecrets.com/success.

如果你想看看可以取得哪些成就，我收集了一些客户通过我们的项目庆祝成功的截图。请访问 DigitalMillionaireSecrets.com/success。

The fact is, everything is more profitable when you teach it.

事实是，当你教授它时，一切都更有利可图。

If you make $50,000 a year as the owner of a painting company, you can make $500,000 a year teaching other people how to start their own painting company.

如果你作为一家油漆公司的老板每年赚 5 万美元，你可以通过教别人如何创办自己的油漆公司每年赚 50 万美元。

If you are a personal trainer making $30,000 a year, you can make $300,000 a year teaching other personal trainers how to get more clients or even just how to get started.

如果你是一名年收入 3 万美元的私人教练，你可以通过教其他私人教练如何获得更多客户，甚至是如何入门，来年收入 30 万美元。

If you lost a bunch of weight after having a baby, you could teach new moms how to lose their baby weight and create a $1 million business from that.

如果你在生完孩子后减掉了很多体重，你可以教新妈妈们如何减掉产后体重，并从中创建一个价值 100 万美元的业务。

If you wrote a book that people love, you could turn that book into a digital product and charge thousands for it instead of 20 bucks.

如果你写了一本人们喜爱的书，你可以将这本书变成数字产品，并以数千元的价格出售，而不是 20 元。

If you got perfect grades in college but never really studied much, you could pay off your entire tuition by selling a program on how to hack test-taking.

如果你在大学里成绩优异但从未真正努力学习，你可以通过销售一个关于如何应对考试的课程来支付全部学费。

If you are an immigration lawyer that makes $100,000 a year, you could make 5 to 10 times that teaching an online course on how to get your Green Card.

如果你是一名年收入 10 万美元的移民律师，你可以通过教授如何获得绿卡的在线课程赚取 5 到 10 倍的收入。

If you own a marketing agency that gets leads for lawyers, you could create a $1 million business teaching lawyers how to market themselves. In fact, one of our Mastermind clients, Andy, started with us before he even created a course. His program teaches lawyers how to market, and he just passed $1 million in sales.

如果你拥有一家为律师获取潜在客户的市场营销机构，你可以通过教授律师如何自我营销创建一个价值 100 万美元的业务。事实上，我们的一位智囊团客户安迪在创建课程之前就加入了我们。他的课程教授律师如何进行市场营销，并且他的销售额刚刚突破了 100 万美元。

If you are someone who found a unique way to overcome your struggle with depression and anxiety, you could create a lucrative business teaching other people how to overcome their own anxiety.

如果你是一个找到独特方法来克服抑郁和焦虑的人，你可以创建一个有利可图的业务，教其他人如何克服他们自己的焦虑。

Maybe you are a reporter that covers the independent film genre. You could interview several indie film actors, ask specific questions, and sell a program on how to break into the indie film industry. All without being an actor! (Yes, you can sell information provided by other experts.)

也许你是一名报道独立电影类型的记者。你可以采访几位独立电影演员，提出具体问题，并销售一个关于如何进入独立电影行业的课程。所有这些都不需要成为一名演员！（是的，你可以销售其他专家提供的信息。）

Let's say you are a woman who loves yoga, but one day you get a breast augmentation. You realize you can't do the same yoga routine because it’s too painful. You even start gaining weight from not working out. So you do research and figure out how to modify your yoga routine, so it isn't painful after surgery. You could create a 6- to 7-figure business teaching women how to do yoga after a breast augmentation.

假设你是一个热爱瑜伽的女性，但有一天你做了隆胸手术。你意识到自己无法继续做同样的瑜伽动作，因为太痛苦了。你甚至因为不锻炼而开始增重。于是你做了研究，找到了如何修改你的瑜伽动作，以便在手术后不会感到疼痛。你可以创建一个 6 到 7 位数的生意，教女性如何在隆胸后做瑜伽。

This is what it means to become a Digital Millionaire.

这就是成为数字百万富翁的意义。

A Digital Millionaire is someone who has created a 7-figure education business. Even if you only hit 6-figures or just enough to quit your job, it's life-changing. But how?

数字百万富翁是指创建了七位数教育业务的人。即使你只达到了六位数或刚刚足够辞职，这也是改变生活的。但如何做到呢？

There are several ways to package information for sale—eBooks, online courses, coaching, software, masterminds, etc.

有几种方式可以将信息打包出售——电子书、在线课程、辅导、软件、智囊团等。

Here are some specific examples:

以下是一些具体的例子：

Online Courses: This is where you sell a collection of video lessons that teach a particular topic that people can consume at their leisure.

在线课程：这是你销售一系列视频课程的地方，这些课程教授特定主题，人们可以随时学习。

Coaching: This is where you show up to live calls, either one-to-one or group and you coach your students in real time. If you combine this with a course element, you can simply answer questions and help students execute what they have learned. It's typically priced higher than a static online course.

辅导：这是你参加实时电话会议的地方，可以是一对一或小组形式，你实时辅导学生。如果你将其与课程元素结合，你可以简单地回答问题并帮助学生执行他们所学的内容。通常它的定价高于静态在线课程。

Masterminds: Inner Circle/Masterminds are where you invite a smaller group of people to one or a series of live events or meetings. Between what you teach at the event, and what the networking members receive from being in the mastermind together, the value is beyond what is offered through a course or coaching. You can also hold your mastermind virtually. Even though an in-person mastermind is not technically a digital product, it's sold the same way, and customers often upgrade from a course or coaching to the mastermind. It's typically the highest-ticket-item one offers.

智囊团：内部圈子/智囊团是你邀请一小群人参加一个或一系列现场活动或会议的地方。除了你在活动中教授的内容外，智囊团成员通过在一起获得的网络价值，超出了课程或辅导所提供的价值。你也可以虚拟举办你的智囊团。尽管面对面的智囊团在技术上不是数字产品，但它以相同的方式销售，客户通常从课程或辅导升级到智囊团。它通常是提供的最高价位的项目。

Personally, the vast majority of my fortune has come from selling online courses. However, I've used the same secrets shared in this book to sell high-ticket coaching and masterminds as well.

就我个人而言，我的大部分财富来自于销售在线课程。然而，我也使用了本书中分享的相同秘诀来销售高价辅导和大师班。

Online courses specifically are in high demand for a variety of reasons. People love to learn. According to an article in Forbes, “online courses made $46 billion in 2017.” That same article states that “e-learning will grow to $325 billion by 2025.”¹

在线课程尤其受到高度需求，原因多种多样。人们喜欢学习。根据《福布斯》的一篇文章，“2017 年在线课程创造了 460 亿美元的收入。”同一篇文章还指出，“到 2025 年，电子学习将增长到 3250 亿美元。” ¹

Now, you may think that all the "gurus" getting rich are selling "how to make money" courses, but normal, everyday people are profiting from the education industry.

现在，你可能会认为所有致富的“大师”都在销售“如何赚钱”的课程，但普通人也从教育行业中获利。

For instance, Rob Percival is a math teacher from England. He has made over $1 million by selling courses on computer programming.

例如，罗伯·珀西瓦尔是来自英格兰的一名数学老师。他通过销售计算机编程课程赚了超过 100 万美元。

The "Jump Rope Guys" have made millions selling courses on jumping rope. Yes, jumping rope!

“跳绳达人”通过销售跳绳课程赚了数百万。是的，就是跳绳！

The online education industry is growing. It's not a temporary fad, either. No matter what the economy is doing, people will always want to learn new skills.

在线教育行业正在增长。这也不是一时的潮流。无论经济如何，人们总是希望学习新技能。

If you are an expert, coach, author, speaker, educator or just someone that has a skill others would want to learn, why would you want to create a digital product?

如果你是专家、教练、作家、演讲者、教育者，或者只是拥有他人想学习的技能的人，为什么你会想创建一个数字产品？

Scale and impact.

规模和影响力。

You cannot scale one-on-one clients or done-for-you work. There are only so many hours in a day. Those business models have a built-in income ceiling.

你无法扩展一对一客户或为你完成的工作。一天只有这么多小时。这些商业模式有内置的收入上限。

Plus, you can only impact so many people and spread your message so far when you help one person at a time.

此外，当你一次只帮助一个人时，你只能影响有限的人，传播你的信息也只能达到一定的范围。

By creating a digital product, you have the potential to reach thousands, not dozens. This will bring you long-term income growth. On top of that, you will gain personal growth as an expert and influencer.

通过创建数字产品，你有潜力接触到成千上万的人，而不是几十个。这将为你带来长期的收入增长。除此之外，你还会作为专家和影响者获得个人成长。

Sadly, many people try to sell online courses and training programs, but as much as 99% don't ever sell a single copy. Most people will take the time to put a product together, but won't invest in learning how to sell their product.

遗憾的是，许多人尝试销售在线课程和培训项目，但多达 99%的人从未卖出一份。大多数人会花时间制作产品，但不会投资学习如何销售他们的产品。

Or worse, many people who have a great message never get started or even try. There are so many people out there with the ability to change others’ lives. Unfortunately, they never take that shot and start an education business. This fear comes from not knowing how to begin.

更糟糕的是，许多拥有伟大信息的人从未开始或甚至尝试。世界上有如此多的人有能力改变他人的生活。不幸的是，他们从未抓住机会开始教育业务。这种恐惧源于不知道如何开始。

The goal of this book is to share what I have learned that works, and what doesn't.

本书的目标是分享我所学到的有效方法和无效方法。

Before we dive in, you may be wondering why people sell online courses when we have college?

在我们深入探讨之前，你可能会想知道为什么人们会在我们有大学的情况下还出售在线课程？

To answer that, I'd like to quote Matt Damon's character Mark Watney (this is from a deleted scene from the movie The Martian—yes, I’m one of those movie geeks who watches the deleted scenes and then quotes them in my book):

为了回答这个问题，我想引用马特·达蒙饰演的角色马克·沃特尼的话（这是电影《火星救援》中一个被删除的场景——是的，我是那种会看删除场景然后在书中引用它们的电影迷）：

“Every human being has a basic instinct: to help each other out. If a hiker gets lost in the mountains, people will coordinate a search. If a train crashes, people will line up to give blood. If an earthquake levels a city, people all over the world will send emergency supplies. This is so fundamentally human that it's found in every culture without exception. Yes, there are assholes who just don't care, but they're massively outnumbered by the people who do.”²

“每个人都有一种基本本能：互相帮助。如果一个徒步旅行者在山中迷路，人们会组织搜救。如果火车发生事故，人们会排队献血。如果地震摧毁了一座城市，全世界的人们都会发送紧急物资。这是如此基本的人性，以至于在每种文化中都能找到，无一例外。是的，有些人就是不在乎，但他们远远少于那些在乎的人。” ²

For as long as humans have existed, those with less experience have learned from those with more experience. Only in recent years have we placed such a high value on diplomas and certifications. But the truth is, if you’re just a few steps ahead of someone else, you can profit from sharing your knowledge. You don’t need a college degree to do that.

自从人类存在以来，经验较少的人就向经验较多的人学习。直到最近几年，我们才如此重视文凭和证书。但事实是，如果你只是比别人领先几步，你就可以通过分享你的知识来获益。你不需要大学学位就能做到这一点。

And if we’re being honest here, it’s time to point out the elephant in the room:

如果我们诚实一点，现在是时候指出房间里的大象了：

Our formal education system has failed us.

我们的正规教育体系让我们失望了。

People pay $60,000 with outrageous interest rates to attend a college or university. All the while, learning from people that make $40,000 per year, so they can maybe, in four years, get a job that pays $50,000 per year.

人们支付 6 万美元，并承担高额利率去上大学。与此同时，他们从年薪 4 万美元的人那里学习，以便在四年后可能找到一份年薪 5 万美元的工作。

People pay doctors to learn how to lose weight. Yet most of the time, those same doctors are overweight themselves.

人们付钱给医生学习如何减肥。然而大多数时候，那些医生自己也超重。

People pay technical schools to learn digital marketing from instructors that have never made a single dollar online. We assume that because it's an accredited school, it's okay.

人们花钱去技术学校学习数字营销，而教他们的老师从未在网上赚过一分钱。我们因为这是一所经过认证的学校，就认为这是可以的。

I remember attending the International Academy of Design and Technology in Tampa, Florida. I enrolled to learn audio production. The dean of the school landed the job because of her academic credentials, not her ability to produce music. She had minimal real-world experience. The one time I listened to an album she produced, it sounded like something recorded in a bedroom on a $200 budget. But she has a master's degree, so let's just ignore that, right?

我记得我曾就读于佛罗里达州坦帕市的国际设计与技术学院。我报名学习音频制作。学校的院长之所以得到这份工作是因为她的学术资历，而不是她的音乐制作能力。她的实际经验非常有限。有一次我听了一张她制作的专辑，听起来像是在卧室里用 200 美元的预算录制的。但她有硕士学位，所以我们就可以忽略这一点，对吧？

Society has programmed us to think these things are acceptable.

社会已经编程让我们认为这些事情是可以接受的。

That's why, as course creators, coaches, and consultants, we do what we do.

这就是为什么作为课程创作者、教练和顾问，我们会做我们所做的事情。

We have more useful information that we can get out to the masses quicker, with far less investment.

我们有更多有用的信息可以更快地传达给大众，而且投资要少得多。

We want to help. It's just what humans do.

我们想要帮忙。这就是人类的本性。

HOW TO USE THIS BOOK (IGNORE ONLY IF YOU HATE MONEY)

如何使用这本书（除非你讨厌钱，否则请忽略）

“I’m not coming home tonight, Dad. I hooked up with a hottie from the art department, and I'm staying at her place tonight."

“我今晚不回家了，爸爸。我和艺术系的一个美女勾搭上了，今晚我要住在她那里。”

That was the lie I told my father back when I was in college, going for my audio engineering degree. It was toward the end of the day, and my class was almost over. I knew my gas tank was empty, and I hadn't eaten in 10 hours. I lived over an hour from the college, so gas was a significant expense.

那是我在大学时对我父亲撒的谎，当时我正在攻读音频工程学位。那天快结束了，我的课也快上完了。我知道我的油箱空了，而且我已经 10 个小时没吃东西了。我住的地方离大学有一个多小时的路程，所以汽油是一笔不小的开销。

My parents paid for my entire college through the Florida Prepaid College Program, but I decided I wanted to go to an expensive art school. So I had to pay the remaining balance as well as my personal expenses all on my own.

我的父母通过佛罗里达预付大学计划支付了我的全部大学费用，但我决定去一所昂贵的艺术学校。所以我不得不自己支付剩余的余额以及我的个人开支。

At the time, I was editing and mixing songs for $100 apiece trying to pay my way. I didn't want to admit to my father I was going to have to sleep in my car, in the school parking lot, again. I didn't want to admit how much of a failure I was. I didn't want to ask him for more money yet again. So I made up the story of hooking up with a girl just to save face. Sadly, I didn't even know how to talk to a girl at that time, but it was the only thing I could come up with.

当时，我正在为每首歌编辑和混音，每首 100 美元，试图支付我的生活费用。我不想向父亲承认我不得不在学校的停车场再次睡在车里。我不想承认自己有多么失败。我不想再次向他借钱。所以我编造了一个和女孩约会的故事，只是为了保住面子。可悲的是，我当时甚至不知道如何和女孩交谈，但这是我唯一能想到的办法。

After class ended, I had some time to kill. So I decided to do what I did at least twice a week, hang out at the Guitar Center next to the college. It was a great place to chill, drink coffee, and play guitars that I could never afford to buy.

下课后，我有些时间可以打发。所以我决定做我每周至少做两次的事情，去大学旁边的吉他中心闲逛。那是一个放松、喝咖啡和弹奏我永远买不起的吉他的好地方。

But on this day, something different happened. I ran into a guy that was looking for a new microphone, and I could see the kid at the counter knew nothing about recording. He was just there to work the cash register.

但在这一天，发生了一些不同的事情。我遇到了一个正在寻找新麦克风的人，我可以看到柜台上的那个孩子对录音一无所知。他只是在那里操作收银机。

Between being bored and just being the naturally helpful person that I am, I offered him some advice. I had just taken the "Introduction to Recording" class, and while I wasn't the ultimate authority on microphones, I knew a heck of a lot more than your average person.

在无聊和天生乐于助人的性格驱使下，我给了他一些建议。我刚上完“录音入门”课程，虽然我不是麦克风的终极权威，但我比普通人懂得多得多。

So I explained to him exactly which microphone he would need for what he wanted to do, and he was so impressed that he asked if he could pay me to help him learn his home recording software.

所以我向他详细解释了他需要哪种麦克风来实现他的目标，他对此印象深刻，甚至问我是否可以付钱让我教他学习他的家庭录音软件。

I was a little surprised at this, mainly because there were so many other people out there that were experts at this, and I was a novice at best.

我对此有点惊讶，主要是因为外面有很多其他专家，而我最多只是个新手。

But he didn't care, and I knew something that he desperately wanted to know. So I happily took his offer, and we scheduled a time to sit down. He paid me $100 to come over for two hours and just show him what I knew. Because he knew nothing and was so impressed with the session, he asked me to come back again the following week.

但他并不在意，而我知道一些他非常想知道的事情。所以我高兴地接受了他的提议，我们安排了一个时间坐下来。他付了我 100 美元，让我过来两个小时，只是向他展示我所知道的。因为他一无所知，并且对这次会话印象深刻，他让我下周再来一次。

The second I left his house, I took that hundred dollars, put some gas in my tank, got some food, and went home.

我一离开他家，就拿着那一百美元，给我的车加了点油，买了些食物，然后回家了。

When I got home, my father asked what happened to the girl. I said, "What girl?"

当我回到家时，我父亲问那个女孩怎么了。我说：“什么女孩？”

He gave me this long, weird stare, and I immediately remembered the lie I had previously told him. "Oh, she canceled."

他给了我一个长长的、奇怪的眼神，我立刻想起了我之前对他撒的谎。“哦，她取消了。”

After enduring a painful 20-minute talk from my father about rejection, I decided to retire for the evening, thankfully, in my bed instead of my car.

在忍受了父亲关于拒绝的 20 分钟痛苦谈话后，我决定晚上休息，幸好是在我的床上而不是车里。

As I sat on my bed, I thought really, really hard. This was the easiest money I had ever made in my life. All I did was give someone advice and got paid for it! I didn't have to do any physical work, sell a physical product, or build anything. I just had to offer my advice.

当我坐在床上时，我认真地思考了一下。这是我一生中赚过的最容易的钱。我所做的只是给别人建议并因此得到报酬！我不需要做任何体力劳动，销售任何实体产品，或建造任何东西。我只需要提供我的建议。

So I made a plan. I decided to post ads on Craigslist, offering help with home recording software for $50 per hour. I screen-shared with my clients and helped them learn how to record their music. That's it.

所以我制定了一个计划。我决定在 Craigslist 上发布广告，提供家庭录音软件的帮助，每小时收费 50 美元。我与客户进行屏幕共享，帮助他们学习如何录制音乐。就是这样。

I ended up making about $500-$1,000 extra per week and paid my way through college.

我最终每周额外赚了大约 500 到 1000 美元，并支付了我的大学学费。

While this alone didn't make me a millionaire, it did show me the beauty of the education business. It taught me what was possible.

虽然这并没有让我成为百万富翁，但它让我看到了教育行业的美好。它让我知道什么是可能的。

Once I got out of college, I sort of forgot about it and went on with my life. I had bigger dreams and didn't want to be stuck doing one-on-one coaching sessions on my computer all day.

一旦我大学毕业，我就有点忘记了这件事，继续过我的生活。我有更大的梦想，不想整天在电脑上做一对一的辅导。

Over the next few years, I tried to learn everything I could about making money online and building a business. I had some small wins, but they were short-lived.

在接下来的几年里，我尝试学习所有关于在线赚钱和建立业务的知识。我有一些小成功，但它们都是短暂的。

I even created my first online course, which ended up being a massive failure. After investing three months of my life and $10,000 into something I thought was going to be my ticket to becoming a millionaire, I only made a handful of sales.

我甚至创建了我的第一个在线课程，结果却是一个巨大的失败。在我投入了三个月的时间和 1 万美元之后，本以为这会是我成为百万富翁的门票，但我只卖出了几份。

I tried coaching again. While I made some money, it was just enough to pay my bills.

我又尝试了教练工作。虽然我赚了一些钱，但只够支付我的账单。

I even tried brick and mortar businesses. I jumped from business to business. I owned a bar, a nightclub, a T-shirt company. I was also a carnie for a year selling airbrush tattoos!

我甚至尝试了实体生意。我从一个生意跳到另一个生意。我开过酒吧、夜总会、T 恤公司。我还当过一年的嘉年华工作人员，卖喷绘纹身！

They all did okay, but never great.

他们都做得还行，但从未做得很好。

Things got so bad at one point that Hilal, my wife at the time, and I got desperate enough to try selling water bottles on the side of the road. I actually spent the last few dollars I had on advertising those water bottles on T-shirts for us to wear, making us human billboards. And, yes, there’s photographic proof!

事情一度变得非常糟糕，以至于我和当时的妻子希拉尔绝望到尝试在路边卖水瓶。我实际上把最后几美元花在了为我们穿的 T 恤上做广告，让我们成为人形广告牌。而且，是的，还有照片为证！

Right after my desperate attempts to make money fast, Hilal gave me the idea to start running ads for local businesses. I learned how to do this years prior when I owned a bar and had to figure out how to promote online to bring new customers in the door.

就在我拼命想快速赚钱的时候，Hilal 给了我一个为本地企业投放广告的想法。几年前我拥有一家酒吧时学会了如何做到这一点，当时我不得不弄清楚如何在线推广以吸引新顾客进门。

Before long, I had about a dozen clients, a decent income, and was slowly starting to get out of debt. People started to notice my success (albeit small) and began asking for my advice.

不久之后，我有了大约十几个客户，收入不错，并慢慢开始摆脱债务。人们开始注意到我的成功（尽管很小），并开始向我寻求建议。

So I started offering coaching, and not only did I make some extra money, but, in the process, I was also able to help some fellow entrepreneurs that were just starting out.

所以我开始提供辅导服务，不仅赚了一些额外的钱，而且在这个过程中，我还能够帮助一些刚刚起步的企业家。

It felt good to begin to catch up on all of my bills from the previous year’s business failures.

能够开始偿还前一年生意失败所欠下的所有账单，感觉很好。

Finally, I was starting to get back on my feet and things were beginning to look up.

终于，我开始重新振作起来，事情也开始好转。

That was until the day I got a letter in the mail that I wouldn't wish on my worst enemy.

直到那天，我收到了一封我连最恨的敌人都不愿收到的信。

All I had to do was glance at the return address: Internal Revenue Service. I just knew that it couldn't be good. Well, it could've been a refund … but, no, that never happens.

我只需要看一眼寄件人地址：国税局。我就知道这不会是好消息。好吧，可能是退税……但是，不，那从来不会发生。

The letter said I owed $250,000 in taxes.

信上说我还欠 25 万美元的税款。

The IRS was auditing the nightclub I used to own and disallowing all my expenses for three full years. I didn't know why they were doing that, but they were doing it anyway. No explanation.

美国国税局正在审计我曾经拥有的夜总会，并且拒绝了我整整三年的所有费用。我不知道他们为什么要这样做，但他们还是这样做了。没有任何解释。

Between running my marketing agency and doing some group coaching for people who wanted to learn what I was doing to generate as much as $10,000/month running ads for local businesses, I was making decent money, but there was no way I could cover $250,000. I had to figure out something fast.

在经营我的营销公司和为那些想学习我如何通过为本地企业投放广告每月赚取高达 10,000 美元的人进行团体辅导之间，我赚了不少钱，但我无法支付 25 万美元。我必须尽快想出办法。

The next night, I fell asleep on my laptop. As I woke up and peeled my face off the trackpad, I saw a link to an article. It told the story of a man that had made over $200,000 by selling an online course.

第二天晚上，我在笔记本电脑上睡着了。当我醒来并把脸从触控板上移开时，我看到了一篇文章的链接。它讲述了一个通过销售在线课程赚了超过 20 万美元的男人的故事。

This got me excited. I kept searching and found multiple articles and interviews about people that made millions selling their knowledge online.

这让我感到兴奋。我继续搜索，找到了多篇关于人们通过在线销售知识赚了数百万的文章和采访。

There were tons of other 6- and 7-figure success stories. Baking, skiing, starting a business, losing weight, computer programming, dating advice, even how to juggle!

有很多其他 6 位数和 7 位数的成功故事。烘焙、滑雪、创业、减肥、计算机编程、约会建议，甚至是如何杂耍！

One guy made $1 million selling a course on how to use Excel. Another made $70,000 per month, teaching people how to record music. Yes, this was very similar to the business I started in college where I was charging a measly 50 bucks an hour for one-on-one coaching. This guy was banking $70,000 per month and never talked to a soul! He wasn't even teaching crazy stuff, just the basics! What did he know that I didn't?

有一个人通过教授如何使用 Excel 的课程赚了 100 万美元。另一个人每月赚 7 万美元，教人们如何录制音乐。是的，这非常类似于我在大学时开始的业务，当时我每小时只收取 50 美元的一对一辅导费用。这个人每月赚 7 万美元，而且从不与任何人交谈！他甚至没有教什么复杂的东西，只是基础知识！他知道什么我不知道的？

These people were making a killing selling their knowledge online, and at an incredibly high-profit margin since there was no real hard cost.

这些人通过在线销售他们的知识赚得盆满钵满，而且利润率极高，因为没有真正的硬成本。

So what was wrong with me? I had failed so much in this particular industry over the past several years. The last thing I wanted to do was try again.

那我到底出了什么问题？在过去的几年里，我在这个行业里屡屡失败。我最不想做的就是再试一次。

But this time I had no choice. I knew there was absolutely no other way I could make that much money to pay the IRS that fast.

但这次我别无选择。我知道绝对没有其他办法能让我这么快赚到那么多钱来支付国税局。

I knew I could definitely fail as I had before, but if I succeeded, it would solve my problem.

我知道我可能会像以前一样失败，但如果我成功了，它就能解决我的问题。

I spent the next 30 days researching everything I could, trying to retrace my steps and not make the same mistakes I had before.

我花了接下来的 30 天时间研究我能找到的一切，试图回顾我的步骤，不再犯以前的错误。

This forced environment led me to a much different result. I almost felt like an animal trapped in a corner. An animal that usually would not attack, but when cornered, would let out its true potential.

这种被迫的环境让我得到了一个截然不同的结果。我几乎感觉自己像一只被困在角落里的动物。一只通常不会攻击的动物，但当被逼到绝境时，会释放出真正的潜力。

Thirty days after I decided to give it a second try, I sat down to launch the product. I was doing a live online presentation (known as a webinar) and only expected to make $10,000 if I did everything correctly.

在我决定再试一次后的三十天，我坐下来准备推出产品。我正在做一个在线直播演示（称为网络研讨会），如果一切顺利的话，我只期望能赚到 1 万美元。

I figured if I could send the IRS $10,000, that would get them off my back and allow me some time to make the rest.

我想如果我能给国税局寄 1 万美元，那就能让他们不再烦我，并给我一些时间来赚剩下的钱。

However, at the end of that webinar, I didn't make $10,000.

然而，在那次网络研讨会的最后，我并没有赚到 10,000 美元。

By the time I ended the live broadcast, 48 people had said YES to my $1,000 product.

当我结束直播时，已经有 48 个人对我的 1,000 美元产品说了“是”。

That's $48,000 in one night.

那是一晚上赚了 48,000 美元。

A week later, I did an encore presentation and made $52,000.

一周后，我又做了一次表演，赚了 52,000 美元。

In 30 days, from start to finish, I had made $100,000—that put me almost halfway to my $250,000 goal in just one month.

在 30 天内，从开始到结束，我赚了 10 万美元——这让我在一个月内几乎达到了 25 万美元目标的一半。

Over the next five months, I built a small team, and we quickly scaled to $1 million in sales. I was not only able to pay the IRS, but I also now had the money to hire a top-notch tax attorney and get the $250,000 reduced to only $25,000!

在接下来的五个月里，我组建了一个小团队，我们迅速将销售额提升到了 100 万美元。我不仅能够支付国税局的税款，现在还有钱聘请一位顶尖的税务律师，并将 25 万美元的税款减少到仅 2.5 万美元！

It didn't end there. We kept scaling, and to date, my company has sold over $10 million in online courses, coaching, and masterminds.

事情并没有就此结束。我们继续扩展，到目前为止，我的公司已经通过在线课程、辅导和头脑风暴销售了超过 1000 万美元。

At this point, you might be thinking, "What the heck did you do that made such a difference?"

在这一点上，你可能会想，“你到底做了什么，产生了如此大的影响？”

How did I go from having mediocre success in the digital product industry (very mediocre) to being an 8-figure earner by selling my advice online?

我是如何从在数字产品行业中取得平庸的成功（非常平庸）到通过在线销售建议成为八位数收入者的？

Well, let me ask you a question.

好吧，让我问你一个问题。

If I had a small time machine and I was able to send one thing back in time to my younger self, and it was a written manual on how to start, grow, and scale an education business, would you want to get your hands on that manual?

如果我有一个小型时光机，并且能够将一件东西送回过去给我的年轻自己，那是一本关于如何启动、发展和扩展教育业务的书面手册，你会想要得到那本手册吗？

Well, I have good news for you. You're holding it in your hands right now.

好吧，我有好消息要告诉你。你现在手里拿着的就是它。

That's the exact reason I wrote this book. If I had only 200 pages to tell my younger self exactly how to become a Digital Millionaire faster, this book would be what I would send myself.

这正是我写这本书的原因。如果我只有 200 页的篇幅来告诉年轻时的自己如何更快地成为数字百万富翁，这本书就是我会寄给自己的东西。

But why? It's because I could tell my younger self precisely what to do and what not to do. How to skip the struggle, the experimentation, and the failure. I could have saved myself so much time and suffering.

但为什么呢？因为我可以准确地告诉年轻时的自己该做什么和不该做什么。如何跳过挣扎、实验和失败。我本可以节省很多时间和痛苦。

In this book, you’ll see several examples of what I did wrong, including trying to create my entire course before pre-selling it.

在这本书中，你会看到几个我做错的例子，包括在预售之前尝试创建整个课程。

Hindsight is 20/20. Imagine if you could leverage hindsight BEFORE the events happened?

事后诸葛亮。想象一下，如果你能在事件发生之前利用后见之明会怎样？

That is what this book is about.

这就是这本书的内容。

Allowing you to leverage my years of failure (and eventual success), so you can do it much faster than I did.

让你利用我多年的失败（以及最终的成功），这样你可以比我更快地做到。

So if you answered YES to the previous question, then I recommend reading this book right now without setting it down. Then, I would reread it.

所以如果你对前一个问题回答“是”，那么我建议你现在就阅读这本书，不要放下。然后，我会重读它。

This book is about hindsight.

这本书是关于后见之明的。

The famous poet Roger Zelazny said:

著名诗人罗杰·泽拉兹尼说：

“To paraphrase Oedipus, Hamlet, Lear, and all those guys, ‘I wish I had known this some time ago.’”

“引用俄狄浦斯、哈姆雷特、李尔和所有那些人的话，‘我希望我早些时候就知道这个。’”

WHO THE HECK IS DAN HENRY? (AND WHY SHOULD WE LISTEN TO HIM?)

丹·亨利到底是谁？（我们为什么要听他的？）

Now, let’s fast-forward to today. My name is Dan Henry. I’m the founder of GetClients.com.

现在，让我们快进到今天。我的名字是丹·亨利。我是 GetClients.com 的创始人。

I’ve been honored to win several industry awards, including breaking the record for becoming the fastest Two Comma Club award winner, which is awarded by ClickFunnels to anyone who has made over $1 million in sales within a single funnel using their software. I went from $0 to $1 million in five months. Additionally, I’m a ClickFunnels Dream Car winner and a Top Three Affiliate winner.

我很荣幸获得了多个行业奖项，包括打破了成为最快获得双逗号俱乐部奖的记录，该奖项由 ClickFunnels 颁发给任何使用他们的软件在单个漏斗中实现超过 100 万美元销售额的人。我在五个月内从 0 美元做到了 100 万美元。此外，我还是 ClickFunnels 梦想汽车奖得主和前三名联盟奖得主。

I won the 8-Figure Club award (also awarded by ClickFunnels) in 2019 and have been invited to speak on the Funnel Hacking Live stage to an audience of over 5,000.

我在 2019 年获得了八位数俱乐部奖（同样由 ClickFunnels 颁发），并受邀在 Funnel Hacking Live 舞台上向超过 5000 名观众发表演讲。

Voted the #1 Internet Entrepreneur in the Tampa Bay area, and Top 40 Under 40 for Tampa, I’ve also been featured in Forbes, Entrepreneur Magazine, Business Insider, and more.

被评为坦帕湾地区排名第一的互联网企业家，以及坦帕 40 位 40 岁以下精英，我还被《福布斯》、《企业家杂志》、《商业内幕》等媒体报道。

How did all of this become possible in just a few short years?

这一切是如何在短短几年内成为可能的？

By selling over $10 million worth of my very own digital products.

通过销售价值超过 1000 万美元的我自己的数字产品。

What do I mean by "digital products"?

我所说的“数字产品”是什么意思？

Essentially, I sell my advice online. The main products I sell are online courses, high-ticket coaching, and masterminds.

基本上，我在网上出售我的建议。我主要销售的产品是在线课程、高价辅导和头脑风暴。

Some people like to call this the “information business.” I prefer to call it the “education business.” My goal is not simply to supply information but to help people actually take action and use that information to achieve a tangible goal.

有些人喜欢称之为“信息业务”。我更喜欢称之为“教育业务”。我的目标不仅仅是提供信息，而是帮助人们真正采取行动，并利用这些信息实现具体的目标。

In this book, I will break down some of the biggest secrets I’ve learned while building my education business to over $10 million in sales.

在这本书中，我将分解我在建立教育业务过程中学到的一些最大秘密，销售额超过 1000 万美元。

What you will read in this book is universal. It has worked not only for me, but it’s also worked for hundreds of people that invested in my premium programs. To see an up-to-date list of client success stories, you can visit GetClients.com/reviews.

你将在本书中读到的内容是普遍适用的。它不仅对我有效，而且对数百名投资于我的高级课程的人也有效。要查看最新的客户成功故事列表，你可以访问 GetClients.com/reviews。

This business has taken me from struggling to pay my electric bill by delivering pizzas in sub-zero temperatures in the dead of Chicago winter, to being able to enjoy a beautiful and financially-free life on the water in Central Florida. I currently reside near St. Pete Beach, FL, at my waterfront estate. Every penny that made this life possible came from my online business.

这项业务让我从在芝加哥寒冬的零下温度中送披萨以支付电费，到能够在佛罗里达州中部的水上享受美丽且财务自由的生活。我现在住在佛罗里达州圣彼得海滩附近的水边庄园。让我过上这种生活的每一分钱都来自我的在线业务。

That said, if you think you need to be extra smart or have some “gifted talent,” think again. Even though my company has earned over 8-figures to date, in the beginning, I was just an average person struggling to get started. Perhaps like you.

话虽如此，如果你认为你需要特别聪明或拥有某种“天赋”，请再想一想。尽管我的公司迄今为止已经赚了超过八位数，但在开始时，我只是一个普通人，努力起步。也许就像你一样。

Yes, a nobody can most definitely become a somebody.

是的，一个无名小卒绝对可以成为大人物。

Most people in the digital product world that make a million dollars (let alone $10 million) get their start by knowing someone.

在数字产品领域，大多数赚到一百万美元（更不用说一千万美元）的人都是通过认识某人开始的。

Usually, they participate in what's known as a "Joint Venture." They find someone already famous with a huge email list and pitch them on their offer. If the list owner agrees, they will then mail their list with the newcomer's offer. In exchange, the list owner gets 50% of sales, and the newcomer gets their start.

通常，他们会参与所谓的“合资企业”。他们会找一个已经很有名、拥有庞大电子邮件列表的人，并向他们推销他们的产品。如果列表所有者同意，他们就会向他们的列表发送新人的产品。作为交换，列表所有者获得 50%的销售额，而新人则获得了他们的起点。

The difficult part is networking and getting those connections to even be able to connect with the "already famous" list owner. As they say, "It's not what you know, it's who you know." This is true in almost any industry. You have to be at the right party, or know the guy that knows the guy that knows the guy.

困难的部分是建立人脉，获得那些能够与“已经很有名”的列表所有者建立联系的途径。正如他们所说，“重要的不是你知道什么，而是你认识谁。”这在几乎任何行业都是如此。你必须参加正确的派对，或者认识那个认识那个认识那个的人。

Unfortunately for me, this never worked out. I was never taken seriously. No one would give me a meeting. I live in a beach town in Florida, not NYC or LA, so there were no parties to attend with famous internet gurus.

不幸的是，这对我来说从未奏效。我从未被认真对待。没有人愿意给我一个会议机会。我住在佛罗里达州的一个海滨小镇，而不是纽约或洛杉矶，所以没有机会参加那些有著名互联网大师的派对。

Once I realized this, I had to begin learning how to do it all by myself, without help or advantage from a single soul.

一旦我意识到这一点，我就不得不开始学习如何在没有帮助或任何优势的情况下独自完成这一切。

Still, I was able to build an 8-figure empire, most of it while sitting on my couch in my boxers, using nothing more than a laptop.

尽管如此，我还是能够建立一个八位数的帝国，大部分时间都是坐在沙发上穿着内裤，只用一台笔记本电脑。

By the time I gained enough of a reputation to begin receiving offers from "other famous gurus," I had already far surpassed most of them. Additionally, the one time I did participate in a joint venture, the profits paled in comparison to my normal everyday sales.

当我获得足够的声誉开始收到“其他著名大师”的邀请时，我已经远远超过了他们中的大多数人。此外，唯一一次我参与的合资项目，其利润与我日常的销售额相比微不足道。

I'm telling you this because I am living proof that ANYONE can do this. If I can build an 8-figure business with no help from anyone, so can you. What you will find in this book is the “self-made” blueprint to making that happen, even if no one else believes in you.

我告诉你这些是因为我是活生生的证明，任何人都可以做到这一点。如果我能独自建立一个八位数的企业，你也可以。你在这本书中找到的将是实现这一目标的“白手起家”蓝图，即使没有其他人相信你。

Don't worry. I didn't need them, and neither do you.

别担心。我不需要他们，你也不需要。

WHO THIS BOOK IS FOR

这本书适合谁

The secrets shared inside this book are not restricted to any one industry, such as making money, health, or dating. I know people that make $50,000+ per month selling programs on how to produce music, how to train your dog, and believe it or not, how to jump rope!

这本书中分享的秘密并不局限于任何一个行业，比如赚钱、健康或约会。我认识一些人，他们每月通过销售如何制作音乐、如何训练你的狗，以及信不信由你，如何跳绳的课程赚取超过 50,000 美元！

Anyone can build a profitable education business, but here are a few specific examples:

任何人都可以建立一个盈利的教育业务，但这里有一些具体的例子：

Experts: If you are an expert who wants to make more money and more impact by packaging and selling your knowledge online, this book will help you do just that.

专家：如果您是一位专家，希望通过在线打包和销售您的知识来赚取更多收入并产生更大的影响，这本书将帮助您实现这一目标。

People Who Don't Consider Themselves an Expert: You may not consider yourself an expert. But if you've ever had someone ask for advice, or say, "how do you do ______?" that means you have marketable knowledge you can profit from. You could potentially change the lives of others, even if it’s in a small way.

那些不认为自己是专家的人：你可能不认为自己是专家。但如果你曾经有人向你寻求建议，或者说，“你是怎么做到______的？”这意味着你拥有可以从中获利的市场知识。你有可能改变他人的生活，即使是以一种微小的方式。

Coaches: If you are a coach who wants to scale your business and impact hundreds or thousands, rather than one at a time, this book will help you do just that.

教练：如果你是一位希望扩大业务规模并影响数百或数千人，而不是一次只影响一个人的教练，这本书将帮助你做到这一点。

Authors: If you are an author who wants to turn that $20 book into a thousand-dollar product that sells like wildfire, this book will help you do just that.

作者：如果你是一位作者，想要将那本 20 美元的书变成一款价值数千美元且销售火爆的产品，这本书将帮助你实现这一目标。

Speakers: If you are a speaker who wants to get paid every day, whether you are on stage or not, this book will help you do just that.

演讲者：如果你是一位演讲者，想要无论是否在舞台上都能每天获得报酬，这本书将帮助你实现这一目标。

Educators: If you are already a teacher who wants to make more money and be your own boss, this book will help you do just that.

教育工作者：如果你已经是一名教师，想要赚更多的钱并成为自己的老板，这本书将帮助你实现这一目标。

Course Creators: If you are a course creator who needs help deciding on a course, getting started, fixing a course that isn't selling, or scaling an existing course, this book will help you do just that.

课程创作者：如果你是一名课程创作者，需要帮助决定课程内容、开始制作、修复一个不畅销的课程，或者扩展现有课程，这本书将帮助你实现这些目标。

Agencies: If you run an agency that wants to break away from done-for-you work, and scale your business by teaching rather than working in the trenches, this book will help you do just that.

机构：如果你经营一家希望摆脱“为你完成”工作模式，并通过教学而不是在战壕中工作来扩展业务的机构，这本书将帮助你实现这一目标。

You can't scale "done-for-you." You CAN scale education.

你无法扩展“为你完成”的模式。你可以扩展教育。

These are just a few examples. However, there is one more example I will share with you in the next section, the "Non-Expert."

这些只是几个例子。然而，在下一节中，我将与您分享另一个例子——“非专家”。

CAN NON-EXPERTS BECOME DIGITAL MILLIONAIRES?

非专家能成为数字百万富翁吗？

“How can I possibly profit from a Digital Product if I'm not an expert?"

“如果我不是专家，怎么可能从数字产品中获利？”

Of course, anyone that is a true expert can package their knowledge and sell it.

当然，任何真正的专家都可以打包他们的知识并出售。

But what about people who are relatively new to a subject? What about people who have no skills or expertise of their own whatsoever?

但是那些对某个主题相对陌生的人呢？那些没有任何技能或专业知识的人呢？

Good news. Non-experts can become Digital Millionaires, too!

好消息。非专业人士也可以成为数字百万富翁！

Even if you aren't "the best of the best," as long as you know how to do something someone else wants to do ...

即使你不是“最优秀的”，只要你知道如何做别人想做的事情……

Or know something someone else wants to know ...

或者知道一些别人想知道的事情……

That's enough to package into a viable product. You don't have to be the best; you just have to make a promise and deliver—even if that promise is entry-level.

这足以包装成一个可行的产品。你不必是最好的；你只需要做出承诺并兑现——即使这个承诺是入门级的。

The idea that you must be "the top guy" is a myth.

你必须成为“顶尖人物”的想法是一个神话。

Look at Tony Robbins.

看看托尼·罗宾斯。

He doesn't have any life-coaching certifications whatsoever. In fact, the top two life-coaching organizations outright denied him. Yet, he is the highest-paid life coach in the entire world!

他没有任何生活教练认证。事实上，两个顶级的生活教练组织直接拒绝了他。然而，他是全世界收入最高的生活教练！

Credentials mean nothing. Your ability to help someone means everything!

证书毫无意义。你帮助他人的能力才是一切！

But what if you don't have any knowledge? Can you sell a product on a subject even if you are not an expert on that subject? Absolutely! It’s called “Curation”!

但如果你没有任何知识呢？即使你不是某个主题的专家，你能销售该主题的产品吗？当然可以！这被称为“策展”！

A perfect example is Andrew Warner from Mixergy. Andrew interviews top business people, he then sells access to these interviews for a monthly fee.

一个完美的例子是来自 Mixergy 的 Andrew Warner。Andrew 采访顶级商业人士，然后以月费的形式销售这些采访的访问权限。

Imagine if you interviewed ten attorneys on how to win more personal injury lawsuits. You sit down with ten successful personal injury lawyers, ask some specific questions, and document their answers.

想象一下，如果你采访了十位律师，询问他们如何赢得更多的个人伤害诉讼。你与十位成功的个人伤害律师坐下来，问一些具体的问题，并记录他们的回答。

This can become a viable product that a new attorney may purchase. It doesn't matter that you yourself are not an attorney. You still went out and obtained the information they want, you then packaged it into a product that they can consume. That's a business!

这可以成为一个新产品，新律师可能会购买。你自己不是律师并不重要。你仍然出去获取了他们想要的信息，然后将其打包成他们可以消费的产品。这就是一门生意！

So if you're wondering how you're going to sell your knowledge, this book will help you.

所以如果你在思考如何销售你的知识，这本书会帮助你。

If you're wondering if you have enough knowledge to sell, this book will help you.

如果你在思考是否有足够的知识可以销售，这本书会帮助你。

If you're wondering how you can profit from selling information that is not your own, this book will help you.

如果你想知道如何通过出售不属于自己的信息来获利，这本书将帮助你。

Knowledge is power, regardless of who created it.

知识就是力量，无论它是由谁创造的。

STRATEGY VS. TACTICS

战略与战术

Chinese General and Philosopher Sun Tzu is known as one of the greatest strategists the world has ever known.

中国将军和哲学家孙子被誉为世界上有史以来最伟大的战略家之一。

His most famous work is a book called The Art of War. This book shares his philosophy on defeating your enemies, dealing with conflict, and how to succeed.

他最著名的作品是一本名为《孙子兵法》的书。这本书分享了他关于击败敌人、处理冲突以及如何取得成功的哲学。

You would think that every entrepreneur in the world would have read this book. Instead, most will listen to a podcast or read a blog post before listening to the greatest strategist of all time.

你会认为世界上每个企业家都会读过这本书。然而，大多数人会先听播客或阅读博客文章，而不是听有史以来最伟大的战略家的建议。

In one section of the book, Tzu says:

在书中的某一部分，孙子说：

"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat."³

"没有战术的战略是通往胜利的最慢途径。没有战略的战术是失败前的噪音。" ³

This means if you carefully plan your strategy, it will take a while, but you will win. If you gloss over that strategy and instead focus on tactics, you will move quicker, but it will ultimately end in defeat.

这意味着如果你仔细规划你的策略，虽然会花费一些时间，但你最终会获胜。如果你忽视策略而只关注战术，你会更快行动，但最终会以失败告终。

Yet for some reason, most entrepreneurs like to blame failure on tactics. They accuse software, tools, or platforms as the culprit of failure.

然而，出于某种原因，大多数企业家喜欢将失败归咎于战术。他们指责软件、工具或平台是失败的罪魁祸首。

I'm sorry to break the news. Success (or failure) doesn't come from which button you click.

我很抱歉告诉你这个消息。成功（或失败）并不取决于你点击哪个按钮。

Great tactics frequently change. Great strategy does not.

优秀的战术经常变化。优秀的战略则不会。

When I look back at my career from zero to 8-figures, I can tell you with absolute certainty that no matter what tactic, tool, or button I pushed, the same strategy could be applied to different tactics, tools, and buttons.

当我回顾我的职业生涯，从零到八位数时，我可以绝对肯定地告诉你，无论我使用了什么策略、工具或按下了什么按钮，相同的策略都可以应用于不同的策略、工具和按钮。

Think of strategy as a map to a pot of gold.

把策略想象成一张通往金罐的地图。

If you have the map and you know exactly where the gold is, you can plan a route and decide what types of tools you will take.

如果你有地图并且确切知道黄金的位置，你可以规划一条路线并决定带什么类型的工具。

Do you need to climb up a mountain, or do you need to trudge through the snow?

你需要爬上一座山，还是需要在雪地里跋涉？

Do you need boots or running shoes?

你需要靴子还是跑鞋？

Are there dangerous snakes down a trail, or are you crossing a river in a boat with hungry alligators?

小径上有危险的蛇，还是你乘船过河时遇到饥饿的鳄鱼？

Without that map, you would have absolutely no idea what tools to bring or what tactics to use to find that pot of gold.

没有那张地图，你完全不知道该带什么工具或使用什么策略来找到那罐金子。

You could bring every tool you can think of, but without that map, it's highly unlikely you will find your pot of gold.

你可以带上你能想到的所有工具，但没有那张地图，你找到那罐金子的可能性非常小。

The goal of this book is to give you strategies that will work today, tomorrow, 10 years from now, and even in the next century.

这本书的目标是为你提供今天、明天、10 年后甚至下个世纪都有效的策略。

I can tell you beyond a shadow of a doubt that what software you use or what specific tactic you think is so essential pales in comparison to a proper strategy.

我可以毫无疑问地告诉你，你使用的软件或你认为如此重要的具体策略与一个正确的策略相比都显得微不足道。

I'll give you one example.

我给你一个例子。

The vast majority of my sales come from my webinar, still to this day.

我的大部分销售仍然来自我的网络研讨会，直到今天。

The majority of online marketers today say that webinars don't work. But that's just an angle to try to sell whatever it is they are pushing. (Half of the time they are still using a webinar, ironically.)

如今大多数在线营销人员表示，网络研讨会没有效果。但这只是他们试图推销他们正在推广的东西的一个角度。（讽刺的是，他们中的一半人仍然在使用网络研讨会。）

I could sit here and tell you that I found a new secret strategy that makes evergreen webinars look silly. Then I reveal to you that it's an "On-Demand Webinar."

我可以坐在这里告诉你，我发现了一种新的秘密策略，让常青网络研讨会看起来很愚蠢。然后我向你揭示，这是一个“按需网络研讨会”。

It's essentially the same thing, just a minor tactical change.

这本质上是一样的，只是一个小的战术变化。

But at the end of the day, that's not what is truly growing my business.

但归根结底，这并不是真正推动我业务增长的因素。

It's what I SAY in the webinar.

这是我在网络研讨会上说的。

I remember about 10 years ago, I was a “pitch man” selling pots and pans at department stores for a sales company.

我记得大约 10 年前，我曾是一家销售公司的“推销员”，在百货公司卖锅碗瓢盆。

I would get on a loudspeaker and offer a free gift (a potato peeler) if people simply came back to my booth at a designated time. They would have to listen to my 20-minute sales presentation, and as long as they stuck around until the end, they would get their free potato peeler.

我会通过扩音器宣布，只要人们在指定时间回到我的展位，就可以免费获得一个礼物（一个土豆削皮器）。他们需要听我 20 分钟的销售演示，只要他们坚持到最后，就可以得到免费的土豆削皮器。

At the end of the presentation, I would offer them an exclusive discount on the pots and pans. I would sell 15-30 sets per day using this method.

在演示结束时，我会向他们提供锅具的独家折扣。通过这种方法，我每天可以卖出 15 到 30 套锅具。

Do you know what this was? It was essentially an in-person webinar: a presentation that someone attends to learn something. At the end, they get a free gift if they stick around and attend the whole thing. They have done this for decades in the timeshare industry.

你知道这是什么吗？这本质上是一个面对面的网络研讨会：一个人参加的演示，目的是学习一些东西。最后，如果他们坚持参加完整场活动，他们会得到一份免费礼物。他们在分时度假行业已经这样做了几十年。

Strategy: Free gift if they watch a sales presentation.

策略：如果他们观看销售演示，就送免费礼物。

Tactic: Free breakfast at the golf course for a life insurance seminar.

策略：在高尔夫球场提供免费早餐，参加人寿保险研讨会。

Tactic: Free cruise if you watch a timeshare presentation.

策略：免费游轮，前提是观看分时度假演示。

Tactic: Free webinar on how to do _____.

策略：关于如何做_____的免费网络研讨会。

What makes these things work is WHAT is said and HOW they bring people in the door. NOT whether it's at a breakfast shop or an online meeting.

这些东西之所以有效，是因为所说的内容和它们如何吸引人们进门。而不是因为是在早餐店还是在在线会议上。

Your presentation, no matter where it is delivered, works because of what you say and how you make people believe in your product. Not because you press a specific button.

你的演示，无论在哪里进行，之所以有效是因为你所说的内容以及你如何让人们相信你的产品。而不是因为你按了某个特定的按钮。

So even though we may discuss some tactics in this book, the strategy shared here works regardless of which tactic you use.

因此，尽管我们可能会在本书中讨论一些策略，但这里分享的策略无论你使用哪种策略都有效。

Tzu would assess the battlefield and study enemy forces. He would discover their strengths and weaknesses. He would find out what they were actually capable of bringing to the fight.

孙子会评估战场并研究敌军。他会发现他们的优势和弱点。他会找出他们实际能带来的战斗力。

He would then decide when the proper time to launch his attack would be. He would pick the best location to launch the attack. Once that strategy was clearly mapped out, his generals would work out the details. They would order their men to use certain weapons, divide into squadrons, etc.

然后他会决定发动攻击的最佳时机。他会选择发动攻击的最佳地点。一旦战略明确制定，他的将军们就会制定细节。他们会命令士兵使用特定的武器，分成小队等。

Tzu’s focus was not on what weapons the soldiers would carry.

子的关注点不在于士兵携带什么武器。

Tzu would create the strategy that won wars.

子会制定赢得战争的策略。

My advice is this: if you find yourself hung up on what software or what button to click before you have put 10 times more effort into your strategy, you'll soon find out that you are putting your energy into the wrong place.

我的建议是：如果你在投入 10 倍的努力到你的策略之前，就纠结于使用什么软件或点击什么按钮，你很快会发现你把精力用错了地方。

You cannot use tactics unless you have a well-thought-out strategy, and this book is going to give you just that.

除非你有一个深思熟虑的策略，否则你无法使用战术，而这本书将为你提供这样的策略。

If you want to sell your advice in a way that helps thousands of people and liberates you from ever having a single financial woe again, then embrace the idea of strategy and let go of the burden of tactics.

如果你想以一种帮助成千上万人的方式出售你的建议，并让你永远摆脱任何财务困境，那么请拥抱战略的理念，放下战术的负担。

That said, tactics are still important, but they change.

话虽如此，战术仍然很重要，但它们会发生变化。

If you would like to see some more training specifically on tactics, please refer to the bonus section of this book.

如果您想了解更多关于战术的培训，请参阅本书的附加部分。

We have put together some free training exclusively for those who have purchased this book. This training is up to date and will be updated if and when we find better "tactics."

我们为购买本书的读者专门准备了一些免费培训。这些培训是最新的，并且如果我们找到更好的“战术”，将会进行更新。

That way, you can learn the strategies in this book that will last far longer than any one tactic. Plus, you can learn some of the latest tactics we are using and testing in our business.

这样，你就能学到本书中那些比任何单一策略都更为持久的策略。此外，你还能了解到我们在业务中正在使用和测试的一些最新策略。

CHOOSING YOUR NICHE

选择你的利基

A question I often get is, “What niche should I choose or get into?”

我经常被问到的一个问题是：“我应该选择或进入哪个利基市场？”

If you're thinking about what niche you should choose, you're already doing it wrong.

如果你在考虑应该选择什么领域，那你就已经做错了。

It shouldn’t be about what niche you choose. It should be about the skills and resources you’re passionate about that can also help other people.

不应该在于你选择什么领域，而应该在于你热爱的技能和资源，这些也能帮助他人。

Instead of finding what niche is most profitable, ask yourself, “What can I do to help people the most?”

与其寻找最有利可图的利基市场，不如问问自己：“我能做些什么来最大程度地帮助人们？”

Don’t “choose your niche.” Find the niche you already have and explore that.

不要“选择你的利基市场”。找到你已经拥有的利基市场并深入探索它。

A Word of Caution about Passion:

关于激情的警示：

Don't put 100% weight on passion.

不要完全依赖激情。

For instance, I am more passionate about playing guitar than I am about online marketing.

例如，我对弹吉他比在线营销更感兴趣。

I am also more passionate about jiu-jitsu than I am about online marketing.

我对柔术也比在线营销更感兴趣。

However, I am only a blue belt in jiu-jitsu and while I'm a pretty good guitar player, I've never been a good guitar teacher. I've always played by ear, so teaching this to others is difficult for me.

然而，我只是柔术的蓝带，虽然我是个相当不错的吉他手，但我从来不是一个好的吉他老师。我一直是靠耳朵弹奏的，所以教别人对我来说很困难。

However, I am crazy-good at online marketing, and even better at teaching it.

然而，我非常擅长在线营销，而且更擅长教授它。

Out of those three, I have a level of passion for all of them, but the things that I have the most passion for are not necessarily the things that I have the best ability to make an impact with.

在这三者中，我对它们都有一定的热情，但我最有热情的事情并不一定是我最有能力产生影响的事情。

You must make the ethical decision to choose the thing you are most qualified to teach with a reasonable amount of passion that will impact the most people.

你必须做出道德决定，选择你最擅长教授的事情，并带着合理的热情去影响最多的人。

If you choose the thing that you're most passionate about, but that's not the thing that you're most equipped to teach, then I believe you're being selfish and you need to think more about the people you can serve and less about what entertains you.

如果你选择了自己最热衷的事物，但那并非你最擅长教授的内容，那么我认为你是自私的，你需要更多地考虑你能服务的人群，而非仅仅关注什么能取悦你自己。

THE CASE FOR CLARITY

清晰的理由

"It's a lack of clarity that creates chaos and frustration. Those emotions are poison to any living goal."

缺乏清晰度会导致混乱和沮丧。这些情绪对任何生活目标都是毒药。

— Steve Maraboli

— 史蒂夫·马拉波利

If I could summarize how to create a $1 million education business in just one word, it would be "clarity."

如果我能用一个词来总结如何创建一个价值 100 万美元的教育业务，那就是“清晰”。

Imagine you are enjoying a movie at the theater, and you have to use the bathroom. There's always enough light from the ceiling lights and the screen to get up, navigate your way through the seats to the aisle, walk down the stairs to the ground floor, circle around and go out the ramp leading to the door.

想象你正在电影院享受电影，突然你需要去洗手间。天花板上的灯光和屏幕的光线总是足够让你起身，穿过座位走到过道，走下楼梯到地面，绕一圈然后走出通往门口的斜坡。

But now imagine that when you decide to use the bathroom, the theater employees shut off all the lights and it’s pitch black. Could you find your way past the seats without tripping? Could you walk down the stairs without falling on your face? Could you find the door without stepping into the wall?

但现在想象一下，当你决定去洗手间时，电影院的工作人员关掉了所有的灯，周围一片漆黑。你能在不绊倒的情况下找到穿过座位的路吗？你能在不摔倒的情况下走下楼梯吗？你能在不撞到墙的情况下找到门吗？

Even though there are many obstacles, those lights allow you to see where you are going and make the path clear. The darkness makes the path impossible to navigate.

尽管有许多障碍，那些灯光让你看到前进的方向，使道路清晰。黑暗使道路无法通行。

It's the same way with your business. If your business is clouded in darkness, you'll never be able to see where you're going.

你的业务也是如此。如果你的业务被黑暗笼罩，你将永远无法看清前进的方向。

Most digital entrepreneurs have problems with clarity in many aspects of their business.

大多数数字企业家在业务的许多方面都缺乏清晰度。

Their product is not clear, their marketing strategy is not clear, and their employee training is not clear. Their ultimate goal is not clear, even to them!

他们的产品不清晰，营销策略不清晰，员工培训也不清晰。他们的最终目标甚至对他们自己来说也不清晰！

Yet, we continuously try to take action on goals and plans that are convoluted and vague.

然而，我们不断尝试对复杂而模糊的目标和计划采取行动。

We find ourselves frustrated with why our marketing isn't working. We wonder why our customers are difficult. We get frustrated with refunds and disputes, why employees don't do their job, and why our products simply aren't selling!

我们发现自己对为什么我们的营销不起作用感到沮丧。我们想知道为什么我们的客户很难对付。我们对退款和纠纷感到沮丧，为什么员工不做好他们的工作，为什么我们的产品根本卖不出去！

I can confidently say that 99% of the time, when I help someone solve a problem in their business, in one way or another, the problem can be boiled down to that one word: clarity.

我可以自信地说，99%的情况下，当我帮助某人解决他们业务中的问题时，无论以何种方式，问题都可以归结为一个词：清晰。

In the 1990's I remember reading about a Gallup poll that asked American workers to rank the factors that had the strongest influence on their job performance. Of all the factors, there was one factor that beat all others by a landslide:

在 1990 年代，我记得读过一项盖洛普民意调查，该调查要求美国工人对影响他们工作表现的因素进行排名。在所有因素中，有一个因素以压倒性优势击败了其他所有因素：

"I know what is expected of me."

我知道对我的期望是什么。

It may seem simple, but most of the time, when employees struggle to do a good job, it's simply because they are not clear on what that job actually is supposed to look like and what's expected of them.

这可能看起来很简单，但大多数时候，当员工难以做好工作时，仅仅是因为他们不清楚这份工作实际上应该是什么样子，以及对他们有什么期望。

If you'd like to know right now if your business has clarity, then you can simply take “The Dinner Table Test."

如果你现在就想知道你的业务是否清晰，那么你可以简单地参加“晚餐桌测试”。

Imagine you have a new boyfriend or girlfriend, and you're sitting down to dinner with their parents for the first time.

想象你有一个新的男朋友或女朋友，你第一次和他们的父母坐下来共进晚餐。

The father leans over and says, "So, what do you do?"

父亲俯身问道：“那么，你是做什么的？”

If you cannot answer that question in one sentence, to a degree where the father knows exactly what you do without having to ask any follow-up questions, then you don’t have a clear business.

如果你不能用一句话回答这个问题，让父亲完全明白你在做什么而不需要再问任何后续问题，那么你的业务就不够清晰。

If your response starts with, "Well, let me tell you a story.”

如果你的回答以“好吧，让我给你讲个故事”开头

Or, "See, this is how it happened."

或者，“看，事情是这样的。”

Or, "Well, it's kind of complicated to explain."

或者，“嗯，这有点复杂，不太好解释。”

Then I'm sorry to be the one to deliver the news to you, but your stuff is broken.

那么我很抱歉成为那个告诉你这个消息的人，但你的东西坏了。

Every single person I have coached in business that has constant problems can never tell me what they sell in one sentence.

我在商业中指导过的每一个总是遇到问题的人，都无法用一句话告诉我他们卖什么。

After hundreds of coaching calls and working with thousands of entrepreneurs, I finally decided to create a way to help people find clarity with just one sentence.

在进行了数百次辅导电话并与数千名企业家合作后，我终于决定创建一种方法，帮助人们用一句话找到清晰的方向。

It's called an RMS, or Refined Marketing Statement.

它被称为 RMS，即精炼营销声明。

As long as you can complete this one sentence by simply filling in the blanks, your business at its very foundation will have clarity.

只要你能通过简单地填空来完成这句话，你的业务在基础上就会清晰明了。

In the next chapter, I'll show you how to turn that clarity into a marketing strategy, but for now, let's get a good RMS down.

在下一章中，我将向你展示如何将这种清晰度转化为营销策略，但现在，让我们先建立一个良好的 RMS。

See if you can complete this statement:

看看你能否完成这个陈述：

I help _____, achieve _____, without _____, by _____.

我帮助____，实现____，无需____，通过____。

Let me give you an example:

让我给你举个例子：

Let's say you sell a training for speakers and your specific goal is to show them that they can get paid more by giving up large speaking gigs that don't pay much (or don't pay at all because speakers should be happy to just get on such big stages), and instead shows them how to land niche corporate speaking events. Events where a company will pay $10,000 simply for a speaker to come in and train their staff of 15 to 20 people.

假设你销售一个针对演讲者的培训课程，你的具体目标是向他们展示，通过放弃那些报酬不高（或者根本不支付报酬，因为演讲者应该为能登上这样的大舞台而感到高兴）的大型演讲机会，他们可以获得更高的收入。相反，你向他们展示如何获得小众的企业演讲机会。在这些活动中，公司愿意支付 10,000 美元，仅仅是为了让演讲者来为他们的 15 到 20 名员工进行培训。

Your RMS could be something like:

你的 RMS 可能是这样的：

I help speakers triple their income without competing for big stages by landing little known high-ticket corporate speaking gigs.

我帮助演讲者通过获得鲜为人知的高价企业演讲机会，将他们的收入增加三倍，而无需争夺大型舞台。

Now I don't care if your boyfriend or girlfriend's father has never spoken on stage a day in his life or even knows anyone that is a speaker. If you say that sentence to him, he'll know exactly what you do.

现在我不在乎你的男朋友或女朋友的父亲是否从未在舞台上演讲过，甚至不认识任何演讲者。如果你对他说这句话，他会完全明白你在做什么。

Sure, he may ask, "What's a high-ticket corporate event?"

当然，他可能会问，“什么是高端企业活动？”

But that's a good thing! What you DON'T want is that deer in the headlights look.

但这是件好事！你不想要的是那种惊慌失措的表情。

The last thing you want when someone asks you how you can help them is for them to say they understand, but their head is cocked to the side the entire time. You know that look you get when you realize deep down they have no idea what you're talking about? Yeah, that’s the one!

当有人问你如何帮助他们时，你最不希望看到的是他们说他们理解了，但他们的头一直歪向一边。你知道那种当你意识到他们根本不明白你在说什么时的表情吗？对，就是那种！

This can be extremely frustrating because you know that you have value to give; you know you could help someone. But you just have trouble articulating it to your customer, and sometimes even to yourself, what that means and how you will do it.

这可能会非常令人沮丧，因为你知道你有价值可以提供；你知道你可以帮助别人。但你只是很难向你的客户，有时甚至向自己，清楚地表达这意味着什么以及你将如何做到这一点。

Let's use another example.

让我们用另一个例子。

One of my programs is called Digital Millionaire Coaching (formerly Sold Out Courses). Here is the RMS for that:

我的一个项目叫做《数字百万富翁教练》（以前称为《售罄课程》）。这是它的 RMS：

"I help experts, authors, coaches, and online entrepreneurs create a lucrative digital product business without a large following by creating a high-ticket program that sells automatically."

我帮助专家、作者、教练和在线企业家创建一个有利可图的数字产品业务，而无需大量粉丝，通过创建一个自动销售的高价项目。

This RMS speaks to people who want to create a successful digital product business. But, think they need to go through the painful process of building a large following. It shows them it can be done without that and on autopilot.

这个 RMS 面向那些想要创建一个成功的数字产品业务的人。但是，他们认为需要经历建立大量粉丝的痛苦过程。它向他们展示了无需这样做，并且可以自动完成。

We have another product we are developing right now called 7- Figure Body. The reason for this product is because I went through a rapid weight loss transformation over the past year, where I went from overweight to being decently jacked. (I'm not The Rock by any means, but I look far better than I did!)

我们正在开发另一个产品，名为 7-Figure Body。开发这个产品的原因是因为我在过去一年里经历了快速的体重减轻转变，从超重变成了相当健壮。（我绝不是巨石强森，但我看起来比以前好多了！）

Well, my audience started to notice. We kept getting hundreds of comments on our ads and social media posts, asking how I was able to make such a transformation while being so busy with my business.

我的观众开始注意到了。我们在广告和社交媒体帖子中收到了数百条评论，询问我是如何在忙于业务的同时完成如此大的转变的。

So my personal trainer and I sat down and mapped out a program. But first, we needed to come up with an RMS.

所以我和我的私人教练坐下来制定了一个计划。但首先，我们需要提出一个 RMS。

We wanted to test the waters, so we only completed a partial RMS and worked it into a “sneak peek.” We then showed it to our audience to see if there was any interest:

我们想试探一下，所以我们只完成了一个部分的 RMS，并将其融入了一个“预览版”。然后我们向观众展示，看看是否有兴趣：

"I help busy entrepreneurs get in shape without sacrificing work time."

我帮助忙碌的企业家在不用牺牲工作时间的情况下保持健康。

We’ll flesh out the rest later, but for now, this was enough to see how our audience would respond. Remember, neither of us is a world-renowned fitness expert.

我们稍后会完善其余部分，但现在这些足以看到我们的受众会如何反应。记住，我们都不是世界知名的健身专家。

The response was overwhelming. We had thousands of people ask to be on a waiting list or to buy a pre-sale.

反应非常热烈。我们有成千上万的人要求加入等候名单或购买预售。

But notice, if I would have just said that I can show you how to lose weight, you may dismiss me as not being worthy or credible. I mean, think about it. I'm not a personal trainer. I'm not super jacked or ripped. I'm not a professional bodybuilder or even an athlete.

但请注意，如果我只是说我可以教你如何减肥，你可能会认为我不值得信任或不可信。我的意思是，想想看。我不是私人教练。我不是超级健壮或肌肉发达。我不是职业健美运动员，甚至不是运动员。

But I am a busy entrepreneur that was able to go from being out of shape to looking pretty decent. For most entrepreneurs that are busy, that's all they want. They simply want to look decent and not overweight; they have no interest in being underwear models.

但我是一个忙碌的企业家，能够从身材走样变得看起来相当不错。对于大多数忙碌的企业家来说，这就是他们想要的。他们只是想要看起来不错，不要超重；他们对成为内衣模特没有兴趣。

By making a promise that I can show busy entrepreneurs (much like myself), how to simply get in shape (not be a bodybuilder), and do it without cutting into valuable work time, now we have a product that an overweight entrepreneur will salivate for.

通过承诺我可以向忙碌的企业家（像我一样）展示如何简单地保持身材（而不是成为健美运动员），并且在不占用宝贵工作时间的情况下做到这一点，现在我们有了一个让超重的企业家垂涎的产品。

All without me being any sort of authority or expert on weight loss. I achieved a result, with the assistance of my personal trainer. But guess what? He isn't certified. He is a Pro MMA fighter that simply knows how to work out and lose weight quickly for fights.

所有这一切都不需要我成为任何减肥方面的权威或专家。我在我的私人教练的帮助下取得了成果。但你知道吗？他并没有认证。他是一名职业 MMA 选手，只是知道如何快速锻炼和减重以应对比赛。

It doesn't matter that we are not at the top of the food chain in this industry. It doesn't matter that the majority of what we will be teaching comes from my trainer and not from me. What matters (and what makes the product desirable) is clarity.

我们在这个行业中是否处于食物链的顶端并不重要。我们将教授的大部分内容来自我的教练而不是我，这也不重要。重要的是（也是使产品具有吸引力的）清晰度。

The market I'm going after knows that this product is for them, and it appeals to their pain points. That's more desirable to this market than a "general weight loss" product made by The Rock's personal trainer.

我瞄准的市场知道这个产品是为他们准备的，并且它触动了他们的痛点。对这个市场来说，这比由巨石强森的个人教练制作的“通用减肥”产品更具吸引力。

If you cannot gain or display that level of clarity in one sentence, then you cannot possibly expect your prospects to understand what you sell or whom it's for, let alone be persuaded to buy it.

如果你无法在一句话中获得或展示出那种清晰度，那么你不可能指望你的潜在客户理解你卖的是什么或为谁而卖，更不用说被说服购买了。

In the next chapter, I'll show you how to take this clarity to the next level and not only understand what your product is about but exactly how to sell it.

在下一章中，我将向你展示如何将这种清晰度提升到一个新的水平，不仅理解你的产品是什么，还要确切地知道如何销售它。

"Having knowledge but lacking the power to express it clearly, is no better than never having any ideas at all."

拥有知识但缺乏清晰表达的能力，与从未有过任何想法并无区别。

— Pericles

— 伯里克利

YOUR ENTIRE MARKETING STRATEGY IN ONE SENTENCE

您的整个营销策略用一句话概括

What if you could create a blueprint for your entire marketing strategy in just ONE sentence?

如果您可以用一句话为您的整个营销策略创建一个蓝图，会怎么样？

That's right, all you have to do is complete this one sentence, and you will never struggle to create a webinar, sales presentation, paid ad, email copy, website copy, etc.

没错，你只需要完成这个句子，就再也不会为创建网络研讨会、销售演示、付费广告、电子邮件文案、网站文案等而烦恼了。

Yes, the RMS from the previous chapter will help you understand what you sell, whom you serve, and how. But how do you expand that RMS into an actual marketing strategy?

是的，前一章中的 RMS 将帮助你理解你销售什么、为谁服务以及如何服务。但你如何将那个 RMS 扩展为实际的营销策略呢？

Now that we know whom we help, what we help them do, what we help them avoid, and a vehicle in which we achieve this, we must know how to take all that and map it out into a sellable format.

既然我们知道了我们帮助的对象、我们帮助他们做什么、我们帮助他们避免什么，以及我们实现这一目标的工具，我们就必须知道如何将所有这些映射到一个可销售的格式中。

The following is called the "Big Domino Statement."⁴ I learned this one from Russell Brunson.

以下内容被称为“大骨牌声明”。 ⁴ 这是我从 Russell Brunson 那里学到的。

As popular as Russell has made the "Big Domino Statement," it is one of the most misunderstood marketing strategies in the world. I have coached hundreds of entrepreneurs that sell digital products, and every single one that has trouble marketing their program has misused the Big Domino. If you want to avoid problem after problem, you must master this statement.

尽管 Russell 让“大骨牌声明”变得非常流行，但它是世界上被误解最多的营销策略之一。我已经指导了数百位销售数字产品的企业家，每一个在营销他们的项目时遇到困难的人都误用了大骨牌。如果你想避免一个又一个问题，你必须掌握这个声明。

The Big Domino goes as follows:

大骨牌声明如下：

"If I can make _____ believe that _____ is the only way to get _____, and the only way to do that is through _____, then all objections become irrelevant, and they must invest."

如果我能让_____相信_____是获得_____的唯一途径，而实现这一点的唯一方法是通过_____，那么所有的反对意见都变得无关紧要，他们必须投资。

It's as simple as that! Just fill in the blanks!

就是这么简单！只需填空即可！

Okay, maybe it's not that simple. Let's take a closer look.

好吧，也许没那么简单。让我们仔细看看。

If I can make [Audience] believe that [Path] is the only way to get [Desire], and the only way to do that is through [My Product], then all objections become irrelevant, and they must invest.

如果我能让[受众]相信[路径]是实现[愿望]的唯一途径，而唯一的方法是通过[我的产品]，那么所有的反对意见都变得无关紧要，他们必须投资。

Audience = Your market

受众 = 你的市场

Path = Your method or plan or new opportunity to achieve a goal

路径 = 你的方法或计划或实现目标的新机会

Desire = What they want—their goal

欲望 = 他们想要的——他们的目标

My Product = Your program that helps them execute the path

我的产品 = 你的程序，帮助他们执行路径

So, for example:

所以，例如：

Audience = Speakers

观众 = 演讲者

Path = High-ticket corporate events

路径 = 高端企业活动

Desire = Make money speaking

愿望 = 通过演讲赚钱

My Product = High-ticket speaker masterclass

我的产品 = 高价演讲大师班

It may seem straight-forward, but most people STILL misunderstand this statement.

这可能看起来很简单，但大多数人仍然误解了这个说法。

They think it's just some form of copywriting or pitch. It's not. In fact, you should never show this to your potential customers, or anyone for that matter. The only person that should ever see this is YOU. This is your internal roadmap to your company’s marketing strategy.

他们认为这只是某种形式的文案或推销。其实不然。事实上，你永远不应该向潜在客户或任何人展示这个。唯一应该看到这个的人是你自己。这是你公司营销策略的内部路线图。

You see, the secret to selling a digital product is to make people believe two things in a very particular order.

你看，销售数字产品的秘诀是让人们以非常特定的顺序相信两件事。

The first thing you must make them believe is the path; the way in which they are going to get what they desire. Then you make them believe that your product is the only way to execute on that path.

你必须让他们相信的第一件事是路径；他们将要获得他们想要的东西的方式。然后你让他们相信你的产品是执行这条路径的唯一方法。

Let's use the speaking example again. Try to imagine yourself in the following scenario ...

让我们再次使用演讲的例子。试着想象自己处于以下场景中……

Let's say you're a speaker, and you want to make more money, but you're just not sure how. You spend all day reaching out to event organizers trying to land gigs on big stages at prestigious events.

假设你是一名演讲者，你想赚更多的钱，但你不太确定该怎么做。你整天都在联系活动组织者，试图在知名活动的大舞台上获得演讲机会。

Every single time you reach out, you find that it is extremely competitive to land these gigs. You also discover that because these gigs are so big (should you land one), you won't even get paid because the event organizer believes it should be enough simply to let you speak and gain exposure.

每次你联系时，你都会发现获得这些机会非常具有竞争力。你还发现，因为这些机会如此之大（如果你能获得一个），你甚至不会得到报酬，因为活动组织者认为让你演讲并获得曝光就足够了。

So there you are, trying to kick off your speaking career and getting nowhere. Because you believe you should be landing these huge gigs, gaining exposure, and hoping that exposure leads to a paid gig eventually down the road ... maybe.

所以，你正在努力开始你的演讲生涯，但却一无所获。因为你相信你应该能接到这些大型活动，获得曝光，并希望这种曝光最终能带来一些付费的机会……也许吧。

You don't realize it yet, but you falsely believe that big gigs are the path to a successful speaking career.

你还没有意识到，但你错误地认为大型活动是成功演讲生涯的途径。

But then "The Man in the Red Hat" comes along and shows you a check for $20,000 he received for speaking at one gig for two hours.

但后来“红帽男”出现了，并给你看了一张他在一次两小时的演出中收到的 2 万美元的支票。

The man asks you, "Would you like to learn how to get paid $20,000 per gig? Or even $10,000? Heck, even $5,000?"

那人问你：“你想学习如何每次演出赚 2 万美元吗？甚至 1 万美元？或者 5000 美元？”

Excited, you respond, "Of course! Teach me!”

你兴奋地回应：“当然！教我吧！”

Now "The Man in the Red Hat" tells you that he used to try to land big gigs, but every time he did, they would never pay because they thought the exposure was enough payment. Additionally, he rarely landed those gigs because they were so competitive.

现在，“红帽子男人”告诉你，他过去曾试图接大项目，但每次他接了，对方从不付款，因为他们认为曝光就是足够的报酬。此外，他很少能接到这些项目，因为它们竞争太激烈了。

As you are listening, you begin to relate and empathize with this man, because it's exactly what you are going through.

当你听着的时候，你开始与这个人产生共鸣并同情他，因为这正是你所经历的。

He then says, "But one day I found out that corporations have a little known thing called an employee training budget."

然后他说：“但有一天我发现公司有一个鲜为人知的东西，叫做员工培训预算。”

"This is a set budget they must spend every year on training for their employees. For instance, a car dealership must spend $50,000 per year on training their salespeople to sell more cars and sell more service."

这是一个他们每年必须用于员工培训的固定预算。例如，一家汽车经销商每年必须花费 50,000 美元来培训销售人员，以销售更多的汽车和服务。

And so "The Man in the Red Hat" explains how he reached out to these corporations, told them he was a sales trainer, and offered to come and train their employees for the low, low fee of $20,000.

于是，“红帽男”解释了他如何联系这些公司，告诉他们他是一名销售培训师，并提出以低至 20,000 美元的费用来培训他们的员工。

He was able to land 10 gigs his very first year, netting him over $200,000 that year in speaking fees.

他在第一年就成功接了 10 场演讲，当年净赚了超过 20 万美元的演讲费。

The secret he shares is that he focused on high-ticket corporate events. He targeted corporations that had a budget for these trainings, showed them that his expertise could help their employees, and closed the deal.

他分享的秘诀是专注于高价值的公司活动。他瞄准那些有培训预算的公司，向他们展示他的专业知识可以帮助他们的员工，并最终达成了合作。

He then goes on to explain how you don't have to be a great salesperson because these corporations HAVE to spend their budget. They are mandated to spend it by the end of the year. So merely by reaching out and asking, you can close way more deals than you think!

他接着解释说，你不必成为一个伟大的销售人员，因为这些公司必须花掉他们的预算。他们被要求在年底前花掉这些预算。所以，仅仅是通过联系并提出要求，你就可以达成比你想象的更多的交易！

At this point, you are completely sold on the fact that you should be going after corporate gigs instead of large general stages.

在这一点上，你已经完全相信你应该去争取企业演出，而不是大型的普通舞台。

You now believe the new way (landing high-ticket corporate gigs) is better than the old way you had been trying (going after big stages).

你现在相信新的方式（承接高额企业项目）比你之前尝试的旧方式（追求大型舞台）更好。

You feel appreciative that he shared this secret with you, and you've received tons of value!

你感激他与你分享这个秘密，并且你从中获得了巨大的价值！

But you still have tons of questions.

但你仍然有很多问题。

How do you find these corporations?

你是如何找到这些公司的？

How do you get to the right department?

如何找到正确的部门？

How do you know if they've spent their budget or not?

如何知道他们是否已经花完了预算？

How do you tailor your speech to their employees?

你如何为他们的员工量身定制演讲？

How do you accept payment?

你如何接受付款？

How do you deal with contracts?

你如何处理合同？

How do you secure a deposit?

你如何确保押金安全？

How do you make sure your speech is valuable enough to justify the cost, even though they have to spend it anyway?

你如何确保你的演讲足够有价值，以证明其成本合理，即使他们无论如何都要花费这笔钱？

How do you get invited back next year so you don't have to keep closing new clients, and can instead keep speaking for the same corporations and always have a gig in the pipeline?

你如何被邀请明年再来，这样你就不必不断开发新客户，而是可以继续为同一家公司演讲，并始终有演讲机会？

You think about these questions and begin asking them one by one...

你思考这些问题，并开始逐一提问……

So, "The Man in the Red Hat," says, "Well, there is a lot to this, and I would love to teach it to you step-by-step. I can coach you, but there will be a fee. However, you can more than pay for that fee with just one gig. In fact, one gig will pay for that fee two to five times over, depending on the gig you land."

于是，“红帽男子”说：“嗯，这里面有很多内容，我很乐意一步一步地教你。我可以指导你，但需要收费。不过，你只需接一个项目就能支付这笔费用。事实上，一个项目的收入可以支付这笔费用的两到五倍，具体取决于你接到的项目。”

Would you be interested? Most would say yes.

你会有兴趣吗？大多数人会说有。

But why?

但为什么呢？

It's because "The Man in the Red Hat" first made you believe that landing corporate events was the only way you're going to make a living as a speaker fast ... and without doing the thing you hate the most: competing over gigs that don't pay.

这是因为“红帽男”首先让你相信，承接企业活动是你作为演讲者快速谋生的唯一途径……而且不需要做你最讨厌的事情：争夺那些没有报酬的演出机会。

Then, once you are completely convinced that corporate events are the path to getting what you want, he then convinced you that his program could not only teach you exactly how to execute that plan but would more than pay for itself even if you had moderate success.

然后，一旦你完全相信企业活动是实现你目标的途径，他就说服你，他的计划不仅可以教你如何执行这个计划，而且即使你取得中等成功，也能收回成本。

You are sold.

你被说服了。

You are sold because you were convinced of the plan first, so you bought the thing that allowed you to execute the plan.

你被说服了，因为你首先被计划说服了，所以你购买了允许你执行计划的东西。

If you are not convinced of the path first, the product will have little to no appeal to you.

如果你一开始不相信这条路，这个产品对你来说几乎没有吸引力。

So let's take a look at that Big Domino Statement if "The Man in the Red Hat" really existed and was actually selling this program.

那么让我们来看看那个“大红帽男人”如果真的存在并且真的在销售这个程序时的大多米诺声明。

"If I can make speakers believe that the only way to make $10,000 or more per gig without competing over gigs that don't pay is by focusing on high-ticket corporate events, and the only way to do that is through my high-ticket speaker masterclass, then all objections become irrelevant, and they must invest."

如果我能让演讲者相信，唯一能让他们每场演出赚取 1 万美元或更多而不必争夺那些不赚钱的演出的方法，就是专注于高价值的公司活动，而唯一能做到这一点的方法就是通过我的高价演讲大师班，那么所有的反对意见都变得无关紧要，他们必须投资。

And that, ladies and gentlemen, is how you sell a program.

女士们先生们，这就是如何销售一个课程的方法。

Whether you're creating a sales video, an email, a webinar, even a live presentation on stage, as long as you always knock over the first domino before you knock over the second, you will always have a clear offer with a clear pitch.

无论你是在制作销售视频、电子邮件、网络研讨会，还是在舞台上进行现场演示，只要你总是在推倒第二个多米诺骨牌之前推倒第一个，你就会始终有一个清晰的提议和明确的推销。

As I said in the previous chapter, clarity is your number one tool for success.

正如我在前一章中所说，清晰是你成功的首要工具。

In the next chapter, I'll show you how to make a clear promise to your customers that makes sure people salivate over your product.

在下一章中，我将向你展示如何向客户做出明确的承诺，确保人们对你的产品垂涎欲滴。

THE PROMISE

承诺

What is the difference between a program that sells and one that fails?

一个成功的程序和一个失败的程序之间有什么区别？

What's the difference between a product you can sell for $60 and one you can sell for $6,000?

你能卖 60 美元的产品和你能卖 6000 美元的产品有什么区别？

When most people try to create a digital product, coaching program, mastermind, online course, etc., they usually make a very common mistake.

当大多数人尝试创建数字产品、辅导计划、大师班、在线课程等时，他们通常会犯一个非常常见的错误。

They create a product that doesn't have a QER. That stands for Quantifiable End Result.

他们创造了一个没有 QER 的产品。QER 代表可量化的最终结果。

A QER means that when your customers complete your program, they will achieve, or have the ability to achieve, a result that is measurable.

QER 意味着当你的客户完成你的项目时，他们将实现或具备实现一个可衡量的结果的能力。

People do not spend money on information because they think the information is neat or helpful. They spend it because they have a goal, and they believe that information will help them achieve that goal.

人们不会因为认为信息很酷或有用而花钱购买信息。他们花钱是因为他们有一个目标，并且他们相信这些信息将帮助他们实现这个目标。

I remember listening to one of my good friends and colleague Ryan Stewman speak at one of my events. Ryan is a world-renowned sales trainer and was talking about how the mortgage officers make the mistake of talking about mortgages instead of talking about the home.

我记得在我的一个活动上听我的好朋友兼同事 Ryan Stewman 演讲。Ryan 是世界著名的销售培训师，他谈到了抵押贷款官员如何犯了一个错误，即谈论抵押贷款而不是谈论房子。

"Nobody wants a mortgage. They want a home."

没有人想要抵押贷款。他们想要一个家。

Mortgage officers that fail regularly talk about low rates, points, etc. Successful mortgage officers keep the conversation focused on the home.

失败的抵押贷款官员经常谈论低利率、点数等。成功的抵押贷款官员将对话集中在房子上。

This really resonated with me. Think about it ...

这真的引起了我的共鸣。想想看……

If you're a travel agent, do you talk about the plane ride? Do you tell your potential traveler all the features that the plane has, the food they serve, how the plane was built, why it's such an incredible aircraft?

如果你是旅行社代理，你会谈论飞机旅程吗？你会告诉潜在旅客飞机的所有功能、提供的食物、飞机的制造过程，以及为什么它是一架如此不可思议的飞机吗？

Or do you tell them about the resort? The vacation destination.

或者你告诉他们关于度假村的事？那个度假目的地。

People do not care about the plane. They care about the destination. The resort on that beautiful island they can't wait to sink their toes into.

人们不在乎飞机。他们在乎的是目的地。那个美丽岛屿上的度假村，他们迫不及待地想踏上那片沙滩。

It's the same with digital products. Most people think about all the features the program will have. How many modules. How many lessons. How long the lessons are. How many cheat sheets. How many coaching calls per week and on and on and on ...

数字产品也是如此。大多数人会考虑程序将具备的所有功能。有多少模块。有多少课程。课程有多长。有多少备忘单。每周有多少次辅导电话，诸如此类……

They talk about all these features when deciding on pricing, marketing, how they present the offer. And it's a huge mistake.

他们在决定定价、营销以及如何呈现产品时，会谈论所有这些功能。这是一个巨大的错误。

What they should be talking about instead is what that information will get them.

他们应该讨论的是这些信息能给他们带来什么。

If you could choose between a college degree that will teach you how to make more money, and a magic wand you can wave that will instantly deposit $1 million into your bank account, which would you choose?

如果你可以选择一个能教你如何赚更多钱的大学学位，或者一根可以立即将 100 万美元存入你银行账户的魔杖，你会选择哪一个？

You would choose the magic wand every time. Why? Because the magic wand gets you what you want the fastest. The college degree may or may not.

你每次都会选择魔法棒。为什么？因为魔法棒能让你最快得到你想要的东西。而大学学位可能能，也可能不能。

But that magic wand, that's a guaranteed win.

但那根魔法棒，那是稳赢的。

Unfortunately, we do not have magic wands. So when selling our programs, we must focus on what that magic wand would do for our customers if it existed.

不幸的是，我们没有魔法棒。因此，在销售我们的程序时，我们必须专注于如果存在魔法棒，它会为我们的客户做些什么。

The easiest way to do this is to deliver a promise, specifically a QER (Quantifiable End Result).

最简单的方法是提供一个承诺，特别是一个 QER（可量化的最终结果）。

If you were selling a program for speakers, you wouldn't just say the program helps you become a better speaker.

如果你在销售一个演讲者的课程，你不会只说这个课程能帮助你成为一个更好的演讲者。

Nobody wants to become a better speaker. They want to wow audiences. They want to get paid more for their speaking. They want to land bigger gigs. They want the things that becoming a better speaker will get them.

没有人想成为一个更好的演讲者。他们想让观众惊叹。他们想通过演讲赚更多的钱。他们想接到更大的演讲机会。他们想要的是成为一个更好的演讲者能带给他们的东西。

So if your promise at the end of your program is to become a better speaker, that’s going to be a hard sell.

所以，如果你的计划结束时承诺要成为一个更好的演讲者，那将很难说服别人。

What’s better? Pick a quantifiable end result such as landing your first paid speaking gig, doubling your speaking fees, winning your first highly paid corporate event, or putting together your first demo reel.

什么更好？选择一个可量化的最终结果，比如获得你的第一个付费演讲机会，将你的演讲费用翻倍，赢得你的第一个高薪企业活动，或者制作你的第一个演示视频。

That is a much easier sell. Why? Because you have promised something measurable. Something specific that they want.

这是一个更容易推销的点。为什么？因为你承诺了一些可衡量的东西。一些他们想要的具体的东西。

Now, you may have the urge to try to help everyone. Perhaps you want to help every speaker in the world. Unfortunately, many times when we try to help everyone, we end up reaching no one.

现在，你可能有一种想要帮助每个人的冲动。也许你想帮助世界上的每一个演讲者。不幸的是，很多时候当我们试图帮助每个人时，我们最终谁也帮不到。

Remember, people don't buy products, they buy solutions.

记住，人们买的不是产品，而是解决方案。

Every product is an answer to a problem. If you are hungry, you go buy food. If your house is too hot, you buy an AC system. If you are bored, you buy a movie or game.

每个产品都是对某个问题的回答。如果你饿了，你会去买食物。如果你的房子太热，你会去买空调系统。如果你感到无聊，你会去买电影或游戏。

That's how you must view your education business. You must find a problem and solve it. The more specific the problem, the better.

这就是你必须看待你的教育业务的方式。你必须找到一个问题并解决它。问题越具体越好。

A speaker that is already at 6-figures does not need to buy a program on landing their first speaking gig. A speaker that has never been paid to speak has little interest in doubling their fees. They just want to land that first gig!

已经达到六位数收入的演讲者不需要购买一个关于如何获得第一次演讲机会的课程。一个从未因演讲而获得报酬的演讲者对如何将费用翻倍几乎没有兴趣。他们只是想获得第一次演讲机会！

If you pick a particular type of customer with a specific problem, and your product can solve that problem, it's a no brainer. Even if it is a small or entry-level promise, your product will have 100 times higher chance of success.

如果你选择了一类有特定问题的客户，而你的产品能够解决这个问题，那就是轻而易举的事情。即使是一个小或入门级的承诺，你的产品成功的机会也会高出 100 倍。

Plus, when you market your testimonials and client results, it will be much easier to convince new prospective students and clients. You'll be able to share stories of people that achieve that quantifiable end result.

此外，当你推广你的客户见证和客户成果时，说服新的潜在学生和客户会容易得多。你将能够分享那些实现了可量化最终结果的人的故事。

Once you're able to do that, you don't even have to be a great marketer. You simply have to put your results on display. The only way to get those results is to decide on a quantifiable end result and deliver. You can't deliver if your end result is not clear.

一旦你能够做到这一点，你甚至不需要成为一个伟大的营销人员。你只需要展示你的结果。获得这些结果的唯一方法是决定一个可量化的最终结果并交付。如果你的最终结果不明确，你就无法交付。

If that end result is not clear or undefined, every aspect of building your business will become an uphill battle.

如果最终结果不明确或未定义，建立业务的每一个方面都会变得困难重重。

THE OUTLINE

大纲

If there is one thing I could impress upon anyone, it's the power of an outline.

如果有一件事我可以让任何人印象深刻，那就是大纲的力量。

I've spent weeks, sometimes even months, working on an outline for a product. Why would I do that? Well, let me tell you a little story.

我花了几个星期，有时甚至几个月的时间来为一个产品做大纲。我为什么要这样做呢？好吧，让我给你讲一个小故事。

One time, I sat down to create a new offer that I was really excited about. I was so excited that I just started recording videos and taking action. I recorded all the videos for the entire program in one weekend!

有一次，我坐下来创建一个我非常兴奋的新产品。我太兴奋了，以至于直接开始录制视频并采取行动。我在一个周末内录制了整个项目的所有视频！

They were all done and ready to go. But, when I sat back and looked at them, I realized something incredibly disturbing.

它们都完成了，准备出发。但是，当我坐下来看着它们时，我意识到了一些非常令人不安的事情。

I had rushed through the process of creation, and I hadn't properly planned. I made some very fundamental mistakes that would have been very bad for the student. I didn't think it through. Thus, the entire product crumbled beneath its own weight.

我在创作过程中匆忙行事，没有做好充分的计划。我犯了一些非常基本的错误，这些错误对学生来说会非常糟糕。我没有仔细思考。因此，整个产品在其自身的重量下崩溃了。

To ensure I wasn't being too critical on myself, I sent it out to a few colleagues to see what their opinion was. They told me the same thing. They said, "Dan, you're so talented and have made such good products before. What the hell is this? Why did you do it differently?"

为了确保我没有对自己过于苛刻，我把它发给了一些同事，看看他们的意见是什么。他们告诉我同样的事情。他们说：“丹，你很有才华，以前也做出了很多好产品。这是什么鬼？你为什么做得不一样？”

I knew right away. I didn't create a blueprint, and I didn't outline the program.

我立刻就知道了。我没有创建蓝图，也没有规划程序。

This all reminded me of the time I was angry that I had to pay out $10,000 to an architect. You see, we needed him to create a drawing for a structure we were building. (Yes, I do some real estate investing, but that's a story for another time.)

这一切让我想起了我曾经因为不得不支付 10,000 美元给一位建筑师而感到愤怒的时候。你知道，我们需要他为我们要建造的结构绘制图纸。（是的，我确实做一些房地产投资，但那是另一个故事了。）

I thought, why would I have to pay this much money for someone to draw something on a piece of paper? But then I realized that this man had the most important job of anyone when it came to building a structure.

我想，为什么我要花这么多钱让某人在一张纸上画东西？但后来我意识到，在建造结构时，这个人的工作是最重要的。

You could have some of the best contractors in the world on the job. But, if the plan is drafted poorly, it simply won't matter. Everything would have been built according to a bad plan, and therefore, it will crumble.

你可能拥有世界上最好的承包商来完成这项工作。但是，如果计划制定得不好，那一切都将无济于事。一切都会按照一个糟糕的计划建造，因此，它将会崩溃。

This often happens in the state of Florida, where I live. People shortcut on the planning; they push blueprints through that aren't fully refined. This can cause many problems within the house. Some of which are so bad, it's cheaper to knock the entire house down and rebuild it from scratch.

这种情况经常发生在我居住的佛罗里达州。人们在规划上走捷径；他们匆匆通过未完全完善的蓝图。这可能会导致房屋内的许多问题。有些问题非常严重，以至于拆掉整个房子并从头重建会更便宜。

The same goes for your digital product business. It doesn't matter if it's coaching an online course, mastermind, or even a book. If you don't create the proper blueprint, your product will fail. That is the power of the outline.

你的数字产品业务也是如此。无论是在线课程、导师指导、头脑风暴，甚至是一本书，如果你没有创建正确的蓝图，你的产品就会失败。这就是大纲的力量。

I will show you exactly how to outline your product so not only is it successful, but it also produces the result that you have promised. As long as you follow this formula, you should be able to create a digital product that makes sense to your customers and gets them what they want.

我将向你展示如何准确地为你的产品制定大纲，这样它不仅会成功，还会产生你所承诺的结果。只要你遵循这个公式，你就应该能够创建一个对你的客户有意义并满足他们需求的数字产品。

Don't worry if it takes you several drafts. Often, I will go through 10 to 20 different versions of my outline before I actually sit down to start recording or producing the product.

不要担心需要多次修改。通常，在我真正坐下来开始录制或制作产品之前，我会经历 10 到 20 个不同版本的大纲。

I can't stress this enough. The power is in the outline. Create an outline that makes sense. Create a journey for your customers from start to finish, and you will be successful. That said, let's get into the outline.

我无法再强调这一点了。关键在于大纲。创建一个合理的大纲。为你的客户从开始到结束创造一个旅程，你就会成功。话虽如此，让我们开始讨论大纲。

Below is an illustration of a customer's journey from point A to point B.

下面是一个客户从 A 点到 B 点的旅程示意图。

You will notice that the first line indicates their current situation. It's where they are right now before the purchase of your product.

你会注意到第一行表示他们当前的情况。这是他们在购买你的产品之前所处的位置。

The final line at the end indicates where they want to be. This is the promise that your program makes. At the same time, this is a promise your customers would be happy to have fulfilled.

最后一行表示他们想要达到的目标。这是你的程序所做的承诺。同时，这也是你的客户乐意实现的承诺。

For instance, let's say you're selling a course on speaking, and your target market is new speakers. The first line could be something like, "Never paid to speak," and the final line could be, "Lands first paid speech."

例如，假设你正在销售一门关于演讲的课程，而你的目标市场是新演讲者。第一行可能是“从未因演讲而获得报酬”，最后一行可能是“获得第一次有偿演讲机会”。

That is an obvious path between where they are now and where they want to be. All your program has to do is get them from point A to point B. It doesn't have to make them the next Tony Robbins or $1 million speaker. It only needs to achieve point A to point B.

这是他们现在所在位置和他们想要达到的目标之间的明显路径。你的程序只需要将他们从 A 点带到 B 点。它不必让他们成为下一个托尼·罗宾斯或百万美元的演讲者。它只需要实现从 A 点到 B 点的目标。

Now you'll want to draw several small lines between those two big lines. These small lines should represent the linear milestones (or steps) needed to get from point A to point B. If the student completes each milestone in order, they will likely achieve the desired result the program will promise.

现在你需要在两条大线之间画几条小线。这些小线应该代表从 A 点到 B 点所需的线性里程碑（或步骤）。如果学生按顺序完成每个里程碑，他们很可能会实现该计划所承诺的预期结果。

Once you have that down, look at each milestone. Those milestones become your modules. Now ask yourself, “What are the individual details needed to complete this module?” Simply break down the steps in detail. These steps become your lessons.

一旦你掌握了这一点，就看看每个里程碑。这些里程碑就成为了你的模块。现在问问自己，“完成这个模块需要哪些具体的细节？”只需详细分解这些步骤。这些步骤就成为了你的课程。

To summarize, the milestones are considered modules, and the steps that make up those milestones are considered the lessons.

总结一下，里程碑被视为模块，而构成这些里程碑的步骤被视为课程。

If you're preparing for an event, it's the same thing. You're just presenting it live.

如果你在为一个活动做准备，这是一样的。你只是现场展示它。

If you're doing coaching, it's the same thing. You're just teaching it live.

如果你在做教练，这是一样的。你只是现场教授它。

If you’re writing a book, your modules could be your chapter headings and your lessons are the individual steps within each chapter. Do you see what I mean?

如果你在写一本书，你的模块可以是章节标题，而你的课程是每个章节中的各个步骤。你明白我的意思吗？

If this does not make sense when looking at your outline first, then when you finally sit down to create the content, none of it is going to make sense.

如果这在查看你的大纲时没有意义，那么当你最终坐下来创建内容时，所有的内容都不会有意义。

Your customer will be confused, and you will be confused. But, if you have a strong, refined outline, then the process of creating the content will flow easily and smoothly. In fact, whenever I create a strong outline, I find I'm able to produce high-quality content five times faster than if I didn't have a plan of action.

你的客户会感到困惑，你也会感到困惑。但是，如果你有一个强大、精细的提纲，那么创建内容的过程将会轻松流畅。事实上，每当我创建一个强大的提纲时，我发现我能够比没有行动计划时快五倍地制作出高质量的内容。

Every time I create a new digital product, I spend far more time on the outline. In fact, the last program I created, I spent more time on the outline than I ever have. The people that bought this particular program had also purchased a lot of my other programs. I’ve received dozens of emails saying how great the program is! And that it's better than anything they had ever bought on the market.

每次我创建一个新的数字产品时，我都会花更多的时间在提纲上。事实上，我最近创建的这个项目，我在提纲上花的时间比以往任何时候都多。购买这个特定项目的人也购买了我很多其他项目。我收到了几十封电子邮件，说这个项目有多棒！而且它比他们在市场上买过的任何东西都要好。

If someone were to ask me what the number one secret is to creating a successful high-quality digital product, and what has been the biggest needle-mover for me, I would say, creating a strong outline and not taking the next step until you are 100% satisfied with it.

如果有人问我，创建一个成功的高质量数字产品的首要秘诀是什么，以及对我来说最大的推动力是什么，我会说，创建一个强大的大纲，并且在对其完全满意之前不要进行下一步。

“Give me five minutes to chop down a tree, and I will spend the first two and a half sharpening my axe.”

“给我五分钟砍倒一棵树，我会花前两分半钟磨斧头。”

— Unknown Woodsman

— 未知的樵夫

HOW TO TEACH

如何教学

“I never teach my pupils. I only attempt to provide the conditions in which they can learn.”

“我从不教我的学生。我只是试图提供他们可以学习的条件。”

— Albert Einstein

— 阿尔伯特·爱因斯坦

When I was a kid, I would always listen to my father, but very rarely listened to my mother. It wasn't because I didn't like or respect her. It was only because my father was better at persuasion and teaching.

当我还是个孩子的时候，我总是听我父亲的话，但很少听我母亲的话。这并不是因为我不喜欢或不尊重她。只是因为我父亲更擅长说服和教育。

I remember I used to go in the cabinets underneath the kitchen sink relentlessly. My mother, who was in the kitchen more often than my father, would say things like, "Daniel, don't go in there." Or, "Stop doing that. Get out of there."

我记得我曾经不停地钻进厨房水槽下面的柜子里。我母亲比父亲更常在厨房里，她会说：“丹尼尔，别进去。”或者，“别那样做，快出来。”

She would always simply tell me not to go in there, without any reasoning as to why. Well, one day, it hit a breaking point, and my mother asked my father to do something about this.

她总是简单地告诉我不要进去，没有任何解释。有一天，事情到了极点，我母亲让我父亲来处理这件事。

My father came up to me and said, "Son, do you know Jeffrey from down the street?"

我父亲走过来对我说：“儿子，你认识街那头儿的杰弗里吗？”

And I said, "No."

我说：“不认识。”

He replied, "Well, that's probably because Jeffrey died last week. You see, he went under the sink and touched something he shouldn't have. It made him sick, and he died. He was never able to see his parents again, never able to play again. He's dead."

他回答说：“嗯，那可能是因为杰弗里上周去世了。你知道，他钻到水槽下面，碰了不该碰的东西。这让他生病了，然后他就死了。他再也见不到他的父母了，再也无法玩耍了。他死了。”

I sat there with my eyes as wide as silver dollars as he told this to me.

当他告诉我这些时，我坐在那里，眼睛睁得像银元一样大。

He ended with, "So what do you think you should do?"

他最后说：“那么你认为你应该怎么做？”

I remember feeling freaked out by this story. Before I even had time to think, I blurted out, "I shouldn't go under the sink."

我记得被这个故事吓坏了。在我还没来得及思考之前，我脱口而出：“我不应该去水槽下面。”

My father replied, "That's right."

我父亲回答说：“没错。”

From that moment on, I never went under the sink again. You see, instead of my father just telling me what to do, he told me a story, which allowed me to come to my own conclusion on what to do.

从那一刻起，我再也没有钻到水槽下面去了。你看，我父亲没有直接告诉我该做什么，而是给我讲了一个故事，这让我自己得出了该做什么的结论。

Have you ever heard the saying, "Make them think it's their idea?"

你听过“让他们觉得这是他们的主意”这句话吗？

Well, there's a reason that is so powerful. When someone hears a story that brings them to the conclusion that they must do whatever the principle of that story is, they are much more likely to do it.

嗯，这句话之所以如此有力是有原因的。当有人听到一个故事，并得出结论认为他们必须按照故事的原则去做时，他们更有可能去做。

Giving steps is not enough. You must inspire them. They have to care enough to take the steps. If you do this, you will not only make more money, but you will also make more impact. More of your students will get results, and thus, you will have more testimonials and more social proof. These things will grow your business even more.

仅仅提供步骤是不够的。你必须激励他们。他们必须足够关心才能采取这些步骤。如果你这样做，你不仅会赚更多的钱，还会产生更大的影响。更多的学生会取得成果，因此，你将获得更多的推荐和更多的社会证明。这些将进一步推动你的业务增长。

It is not enough that someone gives you money and asks you to teach them. You must continuously inspire that person to do the work.

仅仅有人给你钱并要求你教他们是不够的。你必须不断激励那个人去做这项工作。

What I'd like to share with you right now is how I approach teaching.

我现在想与大家分享的是我如何教授的方法。

I've learned this after teaching over 15,000 paying customers how to grow their businesses. I first discovered it from teaching martial arts to children.

我在教授了超过 15,000 名付费客户如何发展业务后学到了这一点。我最初是通过教孩子们武术发现的。

Once I started teaching this way, not only did a couple of my students place in national competitions, but I have also helped create quite a few millionaires.

一旦我开始这样教学，不仅有几个学生在全国比赛中获奖，我还帮助创造了相当多的百万富翁。

It looks something like this:

它看起来像这样：

State the point of the lesson.

说明课程的要点。

(This lesson is called ________, which will show you how to _______.)

（本课程名为________，它将向你展示如何_______。）

Share a story that illustrates WHY this is important.

分享一个故事来说明为什么这很重要。

(Let me share a story of why it's so important to ________.)

（让我分享一个故事，说明为什么________如此重要。）

Share the step by step instructions.

分享逐步的说明。

(Here is the step by step how to _______.)

（以下是逐步如何_______的说明。）

Share examples of this lesson put into action.

分享这个课程付诸实践的例子。

(One of our other students did this, and their results are _______.)

（我们的一位学生这样做了，他们的结果是_______。）

Re-state the point of the lesson.

重申课程的重点。

(Now you know how to _______.)

（现在你知道如何_______了。）

That's it! Don't overcomplicate it, but also do not think that you do not need to share some inspiration in each lesson. You do.

就是这样！不要把它复杂化，但也不要认为你不需要在每节课中分享一些灵感。你需要。

It's easy to get someone to pay money to learn something. It's harder to get that same person to take action on what they have learned.

让某人花钱学习某件事很容易。更难的是让同一个人对他们所学到的知识采取行动。

In the next section of this book, we will take a look at your first steps when it comes to asking people to pay you for your advice.

在本书的下一部分中，我们将探讨当你开始要求人们为你的建议付费时，你的第一步该怎么做。

“I am not a teacher, but an awakener.” — Robert Frost

“我不是老师，而是唤醒者。” — Robert Frost

WHY YOU MUST ALWAYS SELL BEFORE YOU CREATE

为什么你必须在创造之前先销售

Wait—what? Sell BEFORE you create? Isn’t that unethical?

等等——什么？在创造之前先销售？这不是不道德吗？

I've been on hundreds of webinars, countless sales calls, and read thousands of comments from prospects. The number one objection I get when I tell someone to sell their program before they create it?

我参加过数百场网络研讨会，无数的销售电话，并阅读了成千上万潜在客户的评论。当我告诉某人在创建他们的项目之前先销售它时，我得到的第一大反对意见是什么？

"That's unethical."

“这是不道德的。”

I believe people are conditioned to believe it’s unethical because of social programming, not because it makes sense. In a moment, I'll show you exactly why it is MORE ethical to pre-sell your program. In fact, selling THEN creating is your best bet of making a product that your students will absolutely love.

我相信人们被社会编程所影响，认为这是不道德的，而不是因为它有道理。稍后，我将向你展示为什么预先销售你的课程实际上更符合道德。事实上，先销售再创建是确保你的学生绝对会喜欢你的产品的最佳方式。

Have you ever heard of the famed poet Alexander Pope? In 1713, Pope set out to translate over 15,000 lines of Greek text into English.

你听说过著名的诗人亚历山大·蒲柏吗？1713 年，蒲柏开始将超过 15,000 行的希腊文本翻译成英语。

This endeavor was a monumental project that would take more than five years, tons of resources, and an enormous amount of money to complete.

这项努力是一个巨大的项目，需要超过五年的时间、大量的资源和巨额资金才能完成。

Considering the massive expense, Pope wanted to make sure this book would be a success. So he decided to make a pitch to the people.

考虑到巨大的开支，教皇希望确保这本书能够成功。因此，他决定向人们进行宣传。

The pitch was simply this:

提议很简单：

If they invested two gold guineas in supporting the effort to make the book, they would get exclusive incentives that no one else would. These incentives included a first edition of the book, their name mentioned in the acknowledgments, and the pleasure of helping to modernize ancient poetry.

如果他们投资两枚金币来支持这本书的制作，他们将获得其他人无法获得的独家奖励。这些奖励包括一本第一版的书、他们的名字被列入致谢名单，以及帮助现代化古代诗歌的乐趣。

750 people took Pope up on his offer, and Pope was able to fund the book.⁵

750 人接受了教皇的提议，教皇得以资助这本书。 ⁵

Do you know what book I’m referring to?

你知道我指的是哪本书吗？

The famous translation of Homer’s Iliad.

荷马《伊利亚特》的著名翻译。

I think it’s safe to say in this situation that everyone wins!

我认为在这种情况下可以说每个人都赢了！

Now, let's say you're not big into history or poetry; let me give you another example.

现在，假设你对历史或诗歌不感兴趣；让我给你另一个例子。

Have you ever heard of Perry Chen?

你听说过陈佩里吗？

In 2009, Chen founded a company that the very next year TIME Magazine called one of “The 50 Best Inventions of 2010."⁶

2009 年，陈创立了一家公司，第二年《时代》杂志将其称为“2010 年 50 项最佳发明之一”。 ⁶

I'll tell you what that company was in a moment.

我马上告诉你那家公司是什么。

Perhaps you've heard of it, maybe you haven't, but what's interesting is how it came about.

也许你听说过，也许你没有，但有趣的是它是如何产生的。

You see, Chen was always big into the music industry. In 2001 he had an idea to bring a famous pair of DJs down to play a show during the 2002 Jazz Fest. He went through the trouble of finding an excellent venue and reaching out to management. Unfortunately, in the end, the show did not happen due to the lack of funds.

你看，陈一直对音乐行业很感兴趣。2001 年，他有一个想法，想邀请一对著名的 DJ 在 2002 年爵士音乐节期间来演出。他费尽心思找到了一个很棒的场地，并联系了管理层。不幸的是，最终由于资金不足，演出未能举行。

He hated the fact that the people that mattered the most, the audience, had no say.

他讨厌最重要的人，观众，没有发言权。

He thought to himself, “What if people could go to a site and pledge to buy tickets for a show? And if enough money was pledged they would be charged and the show would happen. If not, it wouldn't.”⁷

他心想，“如果人们可以去一个网站并承诺购买演出的门票会怎样？如果筹集到足够的资金，他们就会被收费，演出就会举行。如果没有，就不会。” ⁷

During the next few years, he couldn't get this idea out of the back of his head.

在接下来的几年里，他无法将这个想法从脑海中抹去。

In 2005 he met his future partner, Yancey Strickler. They began working together and brainstorming how to make this idea he had come to life.

2005 年，他遇到了未来的合作伙伴杨西·斯特里克兰。他们开始一起工作，并头脑风暴如何将他这个想法变为现实。

They were determined to make this dream a reality and over the next few years, brought in other individuals and partners who were able to help.

他们决心将这个梦想变为现实，并在接下来的几年里，引入了其他能够提供帮助的个人和合作伙伴。

They created code, wireframes, and specifications for the website. Finally, it was complete and ready to bring to the world. They had no idea if anyone would even like this idea or if it would work.

他们为网站编写了代码、线框图和规范。最终，它完成了，并准备向世界展示。他们不知道是否有人会喜欢这个想法，或者它是否会成功。

The idea for the website was simple.

这个网站的想法很简单。

A creator can upload their idea for a product or project and ask for pre-sales and pledges. If enough people paid before the product/ project was complete, they would create the product. If not, then they did not create the product, and no further work was required.

创作者可以上传他们的产品或项目想法，并要求预售和承诺。如果有足够多的人在产品或项目完成之前付款，他们就会创建该产品。如果没有，他们就不会创建该产品，也不需要进一步的工作。

People that pledged early would get additional incentives that were delivered once the product was complete. Incentives that regular customers, later on, would not receive.

早期承诺的人将获得额外的激励，这些激励在产品完成后交付。这些激励是后来的普通客户无法获得的。

Ten years later, this website has helped fund over 175,000 projects to date (and that number continues to climb), $4.7 billion has been pledged, and over 17 million people have gleefully paid for products yet to be created, thus allowing them to be created without cutting corners.⁸

十年后，这个网站已经帮助资助了超过 175,000 个项目（这个数字还在继续增长），承诺金额达到 47 亿美元，超过 1700 万人愉快地为尚未创建的产品付费，从而使这些产品得以在不偷工减料的情况下被创造出来。 ⁸

Now they had the funds to make something great and the confidence it would sell.

现在他们有资金来制作一些伟大的东西，并且有信心它会畅销。

The name of this website is Kickstarter.

这个网站的名字叫 Kickstarter。

So let me ask you, if it's good enough for Kickstarter (one of the most popular and highly revered startups of the past 50 years), is it good enough for you?

所以让我问你，如果它对 Kickstarter（过去 50 年中最受欢迎和备受尊敬的初创公司之一）来说足够好，那么对你来说足够好吗？

Let me tell you how I apply this to the online education business.

让我告诉你如何将其应用于在线教育业务。

I call this the "Beta Launch."

我称之为“测试版发布”。

The first time I tried to create an educational product, I built the whole thing without ever telling anyone what was happening. I recorded all the videos, created all the educational content, and finished the product.

我第一次尝试创建教育产品时，我完成了整个产品，却没有告诉任何人发生了什么。我录制了所有的视频，创建了所有的教育内容，并完成了产品。

It took me about six months and $10,000 in investment. I bought video cameras, microphones, a green screen—the works.

我花了大约六个月的时间和 1 万美元的投资。我买了摄像机、麦克风、绿幕——全套设备。

Well, guess what happened when I launched? Not only did only 12 people buy, which was a massive failure, but those people honestly thought the product wasn't that good.

好吧，猜猜我推出时发生了什么？不仅只有 12 个人购买，这是一个巨大的失败，而且那些人真的认为产品并不那么好。

They weren't contesting that I knew what I was doing. Those that bought knew that I was very good at the subject matter. However, after taking the course, they still didn't get it! Simply put, my curriculum did not explain it well enough. As a result, dozens and dozens of questions came pouring in from students. Even though only a handful bought, I got almost a hundred questions!

他们并没有质疑我知道自己在做什么。那些购买的人知道我在这个主题上非常擅长。然而，上完课后，他们仍然没有理解！简单地说，我的课程没有很好地解释清楚。结果，学生们的问题如潮水般涌来。尽管只有少数人购买，但我收到了将近一百个问题！

This experience caused me to rethink the entire program. Now I had to go back and correct all of these lessons. Plus, I wasn't even getting paid for it! To make matters worse, I only made about $2,400 off a $10,000 investment!

这次经历让我重新思考了整个项目。现在我不得不回去修正所有这些课程。而且，我甚至没有得到报酬！更糟糕的是，我在一万美元的投资中只赚了大约 2400 美元！

That was the last time I created an information product for about four years. I just didn't think I had it in me, and I thought this was just another failed idea.

那是我最后一次创建信息产品，大约持续了四年。我只是觉得自己没有这个能力，认为这又是一个失败的想法。

Little did I know that I simply went about it all wrong. I let society tell me that it's unethical to sell something before you create it, and I didn't break down the mechanics of what that meant.

我没想到我只是完全做错了。我让社会告诉我，在你创造东西之前出售它是不道德的，而且我没有分解这意味着什么。

Four years after this disaster, I decided to give it another shot. Kickstarter inspired me, so this time I sold the program before I ever created it.

这场灾难四年后，我决定再试一次。Kickstarter 激励了我，所以这次我在创建程序之前就把它卖了出去。

This second attempt was where I first discovered the power of a "Beta Launch."

这第二次尝试是我第一次发现“测试版发布”的力量。

The pitch was simple. You would get a 50% discount, and I would teach it to you live. Meaning, once the pre-sale was over, about a week later, you would attend a live training where I would teach the curriculum over a streaming broadcast. Then I would take questions after each lesson.

方案很简单。你将获得 50%的折扣，而我会现场教你。也就是说，预售结束后，大约一周后，你将参加一个现场培训，我会通过流媒体广播教授课程。然后我会在每节课后回答问题。

What happened next was quite phenomenal.

接下来发生的事情非常惊人。

I made $12,000 in sales after making this "Beta Pitch," but that's not the best part.

我在做了这个“Beta Pitch”之后，销售额达到了 12,000 美元，但这还不是最好的部分。

As I was teaching live, if I came to a point where students didn't quite understand something, they let me know right there on the broadcast.

当我在直播教学时，如果遇到学生不太理解的地方，他们会直接在广播中告诉我。

Maybe it was the analogy I used or an example confused them; it could have been anything.

也许是我用的类比或例子让他们感到困惑；可能是任何原因。

So I would ask at the end of every lesson, "Did you understand this?"

所以我会在每节课结束时问：“你们理解了吗？”

If they said no, I would pause, think of a different way to explain it, and try that. I kept re-explaining things until people said, "Oh, now I get it."

如果他们说不行，我会停下来，想一个不同的解释方式，然后尝试那样做。我不断重新解释，直到人们说：“哦，现在我明白了。”

I then took the recordings and edited out the inadequate explanations and left the ones students loved.

然后我拿了录音，剪掉了那些不充分的解释，留下了学生们喜欢的部分。

Plus, when I went to refine my program and re-record it, I was able to produce an educational curriculum that allowed students to get results without having tons of questions.

此外，当我改进我的课程并重新录制时，我能够制作出一个教育课程，让学生在没有大量问题的情况下获得成果。

This process helped my students because they got bigger, better, and faster results. It also helped me because I no longer had to answer a ton of questions that were simply due to not taking the time to test my curriculum.

这个过程帮助了我的学生，因为他们获得了更大、更好、更快的成果。这也帮助了我，因为我不再需要回答大量仅仅是因为没有花时间测试我的课程而产生的问题。

Since then, I have taught this process to my clients, which has allowed them to make nearly instant money with very little upfront work! More importantly, it has helped to create massive results for their students!

从那时起，我已经将这个流程教给了我的客户，这使得他们能够以极少的初期工作几乎立即赚到钱！更重要的是，这为他们的学生创造了巨大的成果！

On a side note, all my premium clients learn "The Beta Pitch." This fill-in-the-blanks script is about as close as one can get to yelling, "Abracadabra," and money just appearing before their eyes. (You can find this script in the 30 Days to $100K Blueprint later in this book.)

另外，我所有的 VIP 客户都学习了“Beta 推销术”。这个填空脚本几乎就像大喊“阿布拉卡达布拉”，然后钱就出现在他们眼前一样神奇。（你可以在本书后面的《30 天赚 10 万美元蓝图》中找到这个脚本。）

For instance, one of my clients, Zach, earned $6,237 doing his first Beta Pitch to only 30 people! Another client, Jason, butchered the Beta Pitch and did almost everything wrong, yet he did enough right to make $6,843.

例如，我的一个客户 Zach，第一次向仅 30 人进行 Beta Pitch 就赚了 6,237 美元！另一个客户 Jason，虽然搞砸了 Beta Pitch，几乎做错了所有事情，但他做得足够好，赚了 6,843 美元。

My client Aileen really knocked it out of the park and made $96,000 with her Beta before ever creating her program.

我的客户 Aileen 真的做得非常出色，在创建她的项目之前，通过 Beta 赚了 96,000 美元。

To see screenshots from the above clients, as well as more examples of clients that have succeeded with the Beta Pitch, visit DigitalMillionaireSecrets.com/beta.

要查看上述客户端的截图，以及更多成功使用 Beta Pitch 的客户示例，请访问 DigitalMillionaireSecrets.com/beta。

So there it is. If you sell something before you create it, you have time to refine it and make it great. Your initial group of Beta students will love your product because you've worked with them to refine it. They will feel special.

就是这样。如果你在创建某样东西之前就出售它，你就有时间改进它并使其变得更好。你的初始 Beta 学生群体会喜欢你的产品，因为你与他们一起改进了它。他们会感到特别。

Finally, your future students will have the best possible version of your product.

最终，您未来的学生将拥有您产品的最佳版本。

However, if you throw something together without testing it or working with students, then you are just guessing.

然而，如果您在没有测试或与学生合作的情况下拼凑出一些东西，那么您只是在猜测。

What is more ethical?

什么是更道德的？

To take the time to refine a program and make it great? Or to just guess?

花时间完善一个程序并使其变得更好？还是只是猜测？

I would argue that the latter is far more unethical. Not to mention, when you pre-sell your program, you're getting some initial income that validates your idea and the fact that people are willing to pay for it. Plus, it gives you that extra motivational push to get the job done and finish the project!

我认为后者更不道德。更不用说，当你预售你的项目时，你会获得一些初始收入，这验证了你的想法以及人们愿意为之付费的事实。此外，它还能给你额外的动力去完成任务并完成项目！

Much like Kickstarter and much like Pope, this concept has allowed my company to create million-dollar products that work consistently.

就像 Kickstarter 和 Pope 一样，这个概念使我的公司能够创造出持续有效的百万美元产品。

Remember, the number one thing that will set you apart from the market is how great your product works. If you rely on marketing and sales trickery, that will be a temporary stay of execution. In other words, your business is doomed if you don’t focus on making a stellar product.

记住，让你在市场中脱颖而出的最重要因素是你的产品有多出色。如果你依赖营销和销售技巧，那只是暂时的缓刑。换句话说，如果你不专注于打造出色的产品，你的企业注定会失败。

You cannot rely solely on sales and marketing. No amount of marketing will save a bad product.

你不能仅仅依赖销售和营销。再多的营销也无法拯救一个糟糕的产品。

If you want to dominate, build a legacy, spread your message, and make an impact on the world, you have to take the time to create something amazing.

如果你想主导、建立遗产、传播你的信息并对世界产生影响，你必须花时间创造一些令人惊叹的东西。

That's why when I work with my clients, I not only show them how to sell programs, but I also take the time to show them how to make great programs through our systematic Beta process.

这就是为什么当我和我的客户合作时，我不仅向他们展示如何销售项目，还花时间通过我们系统的测试流程向他们展示如何制作出色的项目。

I believe it is more ethical to do so and will result in more sales and more impact in your business.

我相信这样做更符合道德，并且会带来更多的销售和更大的业务影响。

I don't help people sell crap products. I help people create something tremendous and spread the word to as many people as possible to change their lives.

我不帮助人们推销劣质产品。我帮助人们创造卓越的东西，并将其传播给尽可能多的人，以改变他们的生活。

To me, that is the height of ethics. If you feel differently, perhaps you should put this book down right now. However, if this sounds good to you, then flip to the next chapter.

对我来说，这就是道德的最高境界。如果你有不同的感受，或许你现在就该放下这本书。然而，如果这听起来不错，那就翻到下一章吧。

HOW I MADE $100K IN 30 DAYS: THE BLUEPRINT

我是如何在 30 天内赚到 10 万美元的：蓝图

The following blueprint is a plan for theoretically making $100,000 in 30 days. The reason I say this is because I made $100,000 in 30 days when I got started. This plan is, to the best of my recollection, exactly how it went down, and the instructions I would give myself if I went back in time.

以下蓝图是一个理论上在 30 天内赚取 10 万美元的计划。我之所以这么说，是因为我在刚开始时就做到了。这个计划，据我回忆，正是当时的情况，也是如果我回到过去会给自己提供的指导。

NOTE: I do not expect you to make 6-figures in 30 days with this plan. I am simply providing you with the blueprint I used to make that happen. Keep in mind, I had all day, every day, to do this. I was not working a nine-to-five job at the time. Still, the opportunity is there no matter how much time you have. Maybe you'll only make $5,000 or $20,000. Perhaps you'll beat me and hit $120,000! Either way, this blueprint is the fast track to selling a course or coaching program even if you have little to no budget.

注意：我不指望你在 30 天内通过这个计划赚到六位数。我只是为你提供了我用来实现这一目标的蓝图。请记住，我当时全天候都在做这件事。那时我没有朝九晚五的工作。不过，无论你有多少时间，机会都在那里。也许你只能赚到 5000 美元或 20000 美元。也许你会超过我，赚到 120000 美元！无论如何，这个蓝图是快速销售课程或辅导计划的捷径，即使你几乎没有预算。

Day One

第一天

Today you'll focus on decision making. Identify something that you are good at that others would want to learn. It could be a minimal skill or a big one. It doesn't matter.

今天你将专注于决策。找出你擅长且别人想学习的东西。它可以是一个小技能或一个大技能。这并不重要。

"I will teach [AUDIENCE] how to get [DESIRE]."

我将教[AUDIENCE]如何获得[DESIRE]。

Create a Facebook group, mentioning that skill/desire in the name. Use a free graphics program such as Canva to create a cover photo with your smiling mug on it.

创建一个 Facebook 群组，在名称中提到该技能/愿望。使用 Canva 等免费图形程序创建一张带有你微笑头像的封面照片。

Add a link to the group on your personal Facebook profile. Edit your cover photo, bio, and featured sections to include a "Call to Action."

在你的个人 Facebook 个人资料中添加群组链接。编辑你的封面照片、简介和精选部分，包括一个“行动号召”。

“Want to Learn ______? Join my free Facebook Group [GROUP NAME]."

“想学习______吗？加入我的免费 Facebook 群组[GROUP NAME]。”

Now, if anyone comes to your personal profile, they'll see a huge "Call to Action" to join the group immediately.

现在，如果有人访问您的个人资料，他们会看到一个巨大的“行动号召”，立即加入群组。

Next, join several niche groups focused on your target audience. Meaning, people that are discussing the skill you based your Facebook group around.

接下来，加入几个专注于你的目标受众的小众群体。也就是说，那些在讨论你围绕 Facebook 群组所建立的技能的人。

All of this should get done before lunch. If it takes you longer than lunch, it means you are being too picky with graphics, or you are simply lazy. Deny yourself lunch until it's completed.

所有这些都应该在午餐前完成。如果花费的时间超过午餐时间，这意味着你对图形过于挑剔，或者你只是懒惰。在完成之前不要吃午餐。

Eat.

吃。

Now record a quick video welcoming everyone and giving some tips. Post the video in the group. Pin the post/announcement.

现在录制一个简短的视频，欢迎每个人并提供一些建议。将视频发布到群组中。置顶帖子/公告。

Spend the rest of the afternoon interacting in the groups you've joined. Provide value by helping people and answering questions. Ask open-ended questions and keep comment threads going.

下午剩下的时间在你加入的群组中互动。通过帮助他人和回答问题来提供价值。提出开放式问题并保持评论线程的活跃。

People will see the value, get curious, click your name, see your profile, see the call to action on the cover photo, and join your group. They'll probably send you a friend request as well.

人们会看到价值，产生好奇心，点击你的名字，查看你的个人资料，看到封面照片上的行动号召，并加入你的群组。他们可能还会向你发送好友请求。

Finish the evening by welcoming each new member personally into your group. There may only be a few, but these are your first steps. Send them a welcome message and get to know them a little bit.

在晚上结束时，亲自欢迎每个新成员加入你的小组。可能只有几个人，但这是你的第一步。给他们发送一条欢迎信息，并稍微了解一下他们。

Right before bed, sign up for a Stripe account so you can accept payments and get that out of the way.

在睡觉前，注册一个 Stripe 账户，这样你就可以接受付款并完成这件事。

It’s only day one, but this is what it takes.

这只是第一天，但这就是所需要的。

Days 2-5

第 2-5 天

For the next few days, continue providing value in other groups and networking. Make valuable threads in groups and do this until your group has a couple hundred members.

在接下来的几天里，继续在其他群组中提供价值并进行社交。在群组中发布有价值的帖子，直到你的群组有几百名成员。

Some groups even have designated days or threads where you can promote your business without violating the group rules. Research the days and times these promo threads get posted in each group, set an alarm on your phone for 10 minutes prior, and be the first one to post an appropriate link when it’s time. You mess around on social media all day anyway, so this should be easy.

有些群组甚至有指定的日子或帖子，你可以在不违反群组规则的情况下推广你的业务。研究每个群组中这些推广帖子发布的日子和时间，在手机上设置提前 10 分钟的闹钟，并在时间到时第一个发布适当的链接。反正你整天都在社交媒体上闲逛，所以这应该很容易。

Day 6

第 6 天

Create a free survey using Google Forms. Call it "Free Training Survey." Ask some questions based around what your audience wants to learn. Ask them what's holding them back and what obstacles are in their way, so you can later utilize their answers to overcome objections.

使用 Google 表单创建一个免费调查。将其命名为“免费培训调查”。围绕你的受众想要学习的内容提出一些问题。询问他们是什么阻碍了他们，以及他们面临的障碍是什么，以便你以后可以利用他们的答案来克服反对意见。

Create a post in your group, and on your personal page, announcing you will be creating a free eBook or video training on the subject of your group. For instance, if your group is about dog training, then the video training should be about how to train your dog, etc.

在您的群组和个人页面上发布一条公告，宣布您将创建一个关于您群组主题的免费电子书或视频培训。例如，如果您的群组是关于狗狗训练的，那么视频培训应该是关于如何训练您的狗等。

Then say, "To make sure the training is awesome, please fill out this survey! I want to cover all your questions on the webinar!"

然后说：“为了确保培训内容很棒，请填写这份调查！我想在网络研讨会上涵盖您的所有问题！”

To keep it at the top of the feed, spend the rest of the day keeping open-ended sub-threads going on this post. That's the secret to engagement. You'll begin getting answers to your form, which will give you everything you need to create sales copy, webinars, and even your offer.

为了让它保持在信息流的顶部，花一天的时间在这个帖子中保持开放式的子线程。这是提高参与度的秘诀。你将开始收到表单的回复，这将为你提供创建销售文案、网络研讨会甚至你的报价所需的一切。

Days 7-8

第 7-8 天

Continue to promote this survey while writing out bullet points of what you are going to share on this free training.

继续推广这项调查，同时列出你将在这次免费培训中分享的要点。

Begin by identifying the end result everyone wants to achieve. Refer to their survey answers to find out what obstacle is in the way that they think they need to overcome to get that result. Now, find an alternative path to the end result.

首先确定每个人都希望实现的最终结果。参考他们的调查答案，找出他们认为需要克服的障碍。现在，找到一条通往最终结果的替代路径。

For instance, if people want to learn to be speakers and think they need to network with publicists or agents first, teach them how to land paying speaking gigs even if they don't have an agent or know anyone in the industry.

例如，如果人们想学习成为演讲者，并认为他们首先需要与公关人员或经纪人建立联系，那就教他们如何获得付费演讲的机会，即使他们没有经纪人或认识行业内的任何人。

As long as you can identify the desire and you know you can teach an alternative method (the main obstacle that will get them the goal), they will buy.

只要你能识别出他们的需求，并且你知道你可以教授一种替代方法（这是实现目标的主要障碍），他们就会购买。

Your video training should teach three main things, but you will teach them through storytelling. Sketch out the three things you will teach and come up with a story for each one.

你的视频培训应该教授三个主要内容，但你要通过讲故事的方式来教授。概述你将教授的这三个内容，并为每个内容编一个故事。

The first story will be an overview of how you discovered the alternative path or the "new way" to achieve their goals. For example, if your audience is made up of actors who believe they must move to LA to network and land roles, find a story from your own life experience that shows them why this belief is false. For example, perhaps you made money as an actor while living in Kansas by solely auditioning online and flying out to gigs!

第一个故事将概述你是如何发现替代路径或“新方法”来实现他们的目标的。例如，如果你的观众是那些认为必须搬到洛杉矶才能建立人脉并获得角色的演员，那么从你自己的生活经历中找到一个故事，向他们展示为什么这种信念是错误的。例如，也许你在堪萨斯州生活时，仅通过在线试镜并飞往演出地点就赚到了钱！

The second story will cover why this new path will work for them. Even if something is stopping them, they have little control over it. So for the acting offer, they may believe that if they don't have a portfolio, no one will take them seriously. If they can't land roles, how can they have a portfolio to get more gigs?

第二个故事将涵盖为什么这条新路径对他们有效。即使有什么东西在阻止他们，他们对此几乎没有控制权。因此，对于表演机会，他们可能会认为，如果没有作品集，没有人会认真对待他们。如果他们无法获得角色，他们怎么能有作品集来获得更多的工作呢？

Tell them the story about how you landed unpaid roles in student films at your local college in exchange for portfolio footage. Now they'll realize they can easily and quickly build a portfolio, leveraging their local college. That's value.

告诉他们你如何在当地大学的学生电影中获得无薪角色，以换取作品集素材的故事。现在他们会意识到，他们可以轻松快速地利用当地大学建立作品集。这就是价值。

Finally, cover why the new path will work for them even if they feel something is internally wrong with them. For instance, if the actor says, "Great! I can land roles without relocating! I also see I can get a portfolio quickly using student films. But, what if I'm not good at selling myself?"

最后，解释为什么新路径对他们有效，即使他们觉得自己内心有些问题。例如，如果演员说：“太好了！我可以在不搬迁的情况下获得角色！我还看到我可以通过学生电影快速获得作品集。但是，如果我不擅长推销自己怎么办？”

Find an event from your life to overcome this objection. Share the story of how you thought that as well, but your buddy that introduced you to online auditions told you a secret. The secret? Casting directors do not speak to the actors directly. Agents submit most online auditions, and the agency goes to bat for you if your audition is chosen. All you need is talent, the right look for the role, and availability. Sales are taken care of by the agent.

从你的生活中找到一个事件来克服这个反对意见。分享你曾经也有这种想法的故事，但介绍你参加在线试镜的朋友告诉你一个秘密。这个秘密是什么？选角导演不会直接与演员交谈。大多数在线试镜由经纪人提交，如果你的试镜被选中，经纪公司会为你争取。你只需要有才华、适合角色的外貌和可用性。销售由经纪人负责。

By the way, I'm making this up for illustrative purposes. I have no idea if this is how online auditions work, or if that's even a real thing.

顺便说一下，我是为了说明目的而编造这个的。我不知道在线试镜是否是这样进行的，甚至不知道这是否是真实存在的事情。

Get yourself a whiteboard and practice what you will say. By Day 9, this presentation should be ready to go.

给自己准备一块白板，练习你要说的内容。到第 9 天，这个演示应该已经准备好了。

Day 9

第 9 天

Announce in your group that the webinar will be held on a specific date. You will be going live in your group. Make sure to include in your post, "Who wants into the webinar?" That way, people will naturally comment, "I do" in the comment box, consistently driving it to the top of the feed.

在你的群组中宣布网络研讨会将在特定日期举行。你将在群组中进行直播。确保在你的帖子中包含“谁想参加网络研讨会？”这样，人们自然会在评论区留言“我想参加”，从而持续将其推送到动态的顶部。

Host a Facebook Live in your group and give a preview of Secret #1.

在您的群组中举办一个 Facebook 直播，并预览秘密#1。

Day 10

第 10 天

Do another Facebook Live in the group teaching a preview of Secret #2. Continue to promote the date of the webinar.

在群组中进行另一个 Facebook 直播，教授秘密#2 的预览。继续推广网络研讨会的日期。

Day 11

第 11 天

Repeat what you did for Day 10, but now give a preview of Secret #3.

重复你在第 10 天所做的，但现在给出秘密#3 的预览。

Day 12

第 12 天

Today is the webinar. Continue hyping it up to make sure everyone is aware of it right until the last minute. Go live and perform your webinar, teaching the three secrets. Once finished, make an offer.

今天是网络研讨会。继续宣传，确保每个人都知道，直到最后一刻。开始直播并进行你的网络研讨会，教授三个秘密。完成后，提出一个报价。

The offer is simple.

报价很简单。

Announce that you plan to launch an online course covering in detail what you shared on the webinar.

宣布你计划推出一门在线课程，详细讲解你在网络研讨会上分享的内容。

Then, do the Beta Pitch:

然后，进行 Beta 推介：

"I'm going to make a special one-time offer right here, right now. If you get in now, you'll not only get the course for half price, but you'll also get to take part in a group coaching session. I will personally teach it to you and answer all of your questions live during the training. I'll make SURE you understand everything!"

我将在这里，现在，提供一个特别的一次性优惠。如果你现在加入，你不仅可以以半价获得课程，还可以参加一个小组辅导课程。我将亲自教你，并在培训期间实时回答你所有的问题。我会确保你理解一切！

Since people may not know or trust you yet, mention that you are going to offer something better than a refund. You'll charge them $1 today, and they won't get charged the full price until 48 hours after the live coaching session. That way, they can try it before they buy it.

由于人们可能还不了解或信任你，提到你将提供比退款更好的东西。你今天只需支付 1 美元，直到现场辅导课程结束 48 小时后才会被收取全额费用。这样，他们可以在购买前先尝试一下。

If they don't like it, they can send you an email within 48 hours after the training and request to cancel. Cancel the charge, and they'll never even have to pay for it.

如果他们不喜欢，可以在培训结束后 48 小时内发送电子邮件请求取消。取消费用，他们甚至不需要支付。

Then make a secondary offer. If they are 100% in and don't care about the refund guarantee, they can pay in full right now for an extra discount.

然后提出第二个报价。如果他们完全同意并且不在乎退款保证，他们可以立即全额支付以获得额外折扣。

Let's say you charge $300 and 10 people take the offer. You now have $3,000 soon to be in your pocket.

假设你收费 300 美元，有 10 个人接受了这个报价。你现在有 3000 美元即将到手。

If you don't sell a single copy, you know that there's something fundamentally wrong with the offer. You can now put a halt to this right away before wasting too much time.

如果你一本都没卖出去，你就知道这个报价存在根本性的问题。你现在可以立即停止，以免浪费太多时间。

If you had spent the entire time creating a program, you would've wasted all that time once you discovered no one wanted it. By identifying this potential problem early, you now have time to fix it.

如果你花了所有时间创建一个程序，一旦发现没有人需要它，你就会浪费所有时间。通过及早发现这个潜在问题，你现在有时间来解决它。

Days 13-15

第 13-15 天

The coaching session is in a few days. Spend those few days coming up with very quick and ugly bullet point slides to present to your students. Don't spend time on making it look nice; what's most important is the content.

辅导课程将在几天后举行。利用这几天时间准备一些快速且不美观的要点幻灯片，向学生展示。不要花时间让它看起来漂亮；最重要的是内容。

Day 16

第 16 天

Now it's time for a group coaching session. I prefer Zoom webinars to host the sessions, but you can use whatever you like; just make sure there is a Q&A box.

现在是时候进行小组辅导了。我更喜欢使用 Zoom 网络研讨会来主持这些会议，但你可以使用任何你喜欢的工具；只要确保有一个问答框。

Begin teaching each lesson doing the best you can to make what you are teaching clear. Then at the end of the lesson, ask for questions. Answer each question thoroughly and completely.

开始教授每一课时，尽你所能使你所教的内容清晰明了。然后在课程结束时，询问问题。彻底并完整地回答每个问题。

If you feel that people don't understand what you are teaching, mark that lesson as needing revision. Or re-explain on the spot, and write down the time in the video when it happened. You can edit out the bad explanation later and keep the good one.

如果你觉得人们不理解你所教的内容，将该课程标记为需要修订。或者当场重新解释，并记下视频中发生的时间。你可以在以后编辑掉不好的解释，保留好的部分。

If you need to completely redo any lesson, offer it 100% for free on a different day. Revise your work to make sure they love it.

如果你需要完全重做任何课程，请在另一天免费提供。修订你的工作，确保他们喜欢它。

Complete the group coaching session and ask for feedback.

完成小组辅导课程并征求反馈。

If feedback is overwhelmingly positive, bring them on camera and ask for an on-the-spot testimonial. They will be super hyped, so the testimonial will be good. Now you have social proof for use in your marketing, and it's only been two weeks.

如果反馈非常积极，请将他们带到镜头前并要求即时推荐。他们会非常兴奋，所以推荐会很好。现在你有了用于营销的社交证明，而且只用了两周时间。

Days 17-18

第 17-18 天

You should now have a several hour video file from your group coaching day. Over the next two days, mark out where lessons should begin and end. Notate any mistakes to get cut.

你现在应该有一个几小时的视频文件，来自你的小组辅导日。在接下来的两天里，标记出课程的开始和结束位置。记下需要剪掉的任何错误。

When the day comes for everyone to get charged, make sure all the charges go through. If anyone wants to cancel, cancel their charge and get some feedback from them.

当每个人需要支付的日子到来时，确保所有费用都能成功扣款。如果有人想取消，取消他们的扣款并获取一些反馈。

If you do everything correctly, you should get little to no cancelation requests. I only received one the last time I did this, and it was only because the guy didn't have any money. If you made 10 initial sales and got only one or two cancellations, you should have at least $2,300 in your pocket. However, the first time I did it, I had close to $4,000.

如果你做得正确，你应该很少或没有取消请求。上次我这样做时，只收到一个取消请求，而且只是因为那个人没有钱。如果你最初做了 10 笔销售，只有一两个取消，你应该至少有 2300 美元的收入。然而，我第一次做的时候，我差不多有 4000 美元。

Before bed, create an account on Fiverr or Upwork and hire someone to edit the lessons. Send them the “time-based edits” document you made, and let them work. That should cost no more than $500. Now you have at least $1,800 left.

睡前，在 Fiverr 或 Upwork 上创建一个账户，雇佣一个人来编辑课程。把你制作的“基于时间的编辑”文档发给他们，让他们工作。这应该不会超过 500 美元。现在你至少还剩下 1800 美元。

Continue to promote your group.

继续推广你的小组。

Day 19

第 19 天

Use the questions, pain points, and feedback from the coaching session to create a free PDF report offering some tips and value. Also, start working on what you will say on your next live webinar. You should be refining it from what you learned from selling your Beta offer.

使用辅导课程中的问题、痛点和反馈，创建一个免费的 PDF 报告，提供一些技巧和价值。同时，开始准备你在下一次网络直播中要说的内容。你应该根据从销售 Beta 产品中学到的经验来完善它。

Once you get the videos back from the editor, load them into a membership portal. Upload the "end of the coaching session testimonials" to YouTube or other video hosting platform.

一旦你从编辑那里拿到视频，将它们加载到会员门户中。将“教练课程结束的感言”上传到 YouTube 或其他视频托管平台。

Days 20-24

第 20-24 天

Now that you have money in your pocket, run your first Facebook ad (or YouTube ad) offering to give away a free cheat sheet. Funnel prospects into your Facebook group by inviting them on the confirmation page and welcome email. Spend about $1,000 on ads for the cheat sheet. This should get you several hundred prospects on your email list and in your group over the next week.

现在你口袋里有钱了，运行你的第一个 Facebook 广告（或 YouTube 广告），提供免费的小抄。通过在确认页面和欢迎邮件中邀请他们，将潜在客户引导到你的 Facebook 群组中。为小抄广告花费大约 1000 美元。这应该会在接下来的一周内为你带来数百名潜在客户加入你的邮件列表和群组。

Host live videos and hype up the new webinar in your group over the next several days. These videos will direct them to a registration page for a new live webinar. This webinar will be more refined and have a complete offer stack with an order page at the end.

在接下来的几天里，在你的群组中主持直播视频，并为新的网络研讨会造势。这些视频将引导他们到一个新的直播网络研讨会的注册页面。这个网络研讨会将更加精致，并在最后提供一个完整的报价堆栈和订单页面。

Day 25

第 25 天

Broadcast the webinar and make the offer. After pitching your product, there is a super ninja trick I discovered that increases sales. It’s just something I tried once and it worked fantastically. Tell them if they want to get into the private group, they need to post in your free group and say, "Hey [YOUR NAME], I just bought the program. Please add me to the student group."

广播网络研讨会并发出邀请。在推销你的产品后，我发现了一个超级忍者技巧，可以增加销售额。这是我曾经尝试过的一个方法，效果非常好。告诉他们，如果他们想加入私人小组，他们需要在你的免费小组中发帖并说：“嘿[你的名字]，我刚买了这个课程。请把我加入学生小组。”

Then screen share the live feed of the group during the offer pitch and actually show the "I just bought" posts live! This will cause extreme mob mentality and a buying spree.

然后在报价演示期间分享小组的实时动态，并实际展示“我刚买了”的帖子！这将引发极端的从众心理和购买狂潮。

This is how I made $48,000, my very first webinar, and $52,000 on my encore a week later. I created a mob mentality, and I barely had a list.

这就是我在第一次网络研讨会上赚了 48,000 美元，一周后的返场又赚了 52,000 美元的方法。我制造了一种从众心理，而我几乎没有名单。

Days 26-28

第 26-28 天

Schedule an encore webinar and promote the heck out of it for the next several days. Keep the cheat sheet ad running. More money will be coming in, so you can spend more on ads.

安排一次返场网络研讨会，并在接下来的几天大力推广。继续运行小抄广告。更多的钱会进来，所以你可以花更多的钱在广告上。

Day 29

第 29 天

It's possible to pull $30,000 to $50,000 out of this initial webinar and another $30,000 to $50,000 a week later with an encore.

有可能从这次初始网络研讨会中赚取 30,000 到 50,000 美元，一周后通过返场再赚取 30,000 到 50,000 美元。

This brings you close to a 6-figure month starting from nothing.

这让你从零开始接近六位数的月收入。

I know this is possible because this is what I did when I hit $100,000 in my first month.

我知道这是可能的，因为这就是我在第一个月赚到 10 万美元时所做的事情。

Even if you only generate 1/5 of that, you still will have made around $20,000. If you don't, it simply just means you need help. The problem could be your offer, your webinar, etc. It's normal to need help. If everyone could do this on the first try without help, the entire world would be millionaires.

即使你只生成了其中的五分之一，你仍然可以赚到大约 20,000 美元。如果你没有做到，那只是意味着你需要帮助。问题可能出在你的报价、你的网络研讨会等方面。需要帮助是正常的。如果每个人都能在第一次尝试时不需要帮助就做到这一点，那么全世界都会成为百万富翁。

Day 30

第 30 天

Relax. Then start refining your program immediately. Make it the best possible product out there because THAT is what it will take to scale.

放松。然后立即开始优化你的程序。让它成为最好的产品，因为这是它能够扩展的关键。

Final Thoughts

最后的思考

If there is an audience willing to learn something for free, there will always be some willing to pay for more. You only need 1% of your audience to buy to become a millionaire and change the world at the same time.

如果有观众愿意免费学习一些东西，总会有人愿意为更多内容付费。你只需要 1%的观众购买，就能成为百万富翁，同时改变世界。

THE WHITEBOARD WEBINAR

白板网络研讨会

In this chapter, I will share a secret that revolutionized my business. It's called “The Whiteboard Webinar.”

在本章中，我将分享一个彻底改变我业务的秘密。它被称为“白板网络研讨会”。

Now, before I share this, let's back up a bit so I can give you a little background.

现在，在我分享这个之前，让我们先退一步，这样我可以给你一些背景信息。

There is one method of selling that has been responsible for 99% of my income, and that is a webinar.

有一种销售方法占了我收入的 99%，那就是网络研讨会。

Now, you may hear some disgruntled noise in the market that webinars don't work anymore, or maybe you're entirely unfamiliar with what webinars are.

现在，你可能会在市场上听到一些不满的声音，说网络研讨会不再有效了，或者你可能完全不知道网络研讨会是什么。

Webinars are just online presentations. The webinar format has been around for thousands of years!

网络研讨会只是在线演示。网络研讨会的形式已经存在了几千年！

The format is simple. You give a presentation, teach something of value, and then at the end, ask those viewers to buy an offer that allows them to execute on the knowledge they just gained.

格式很简单。你做一个演示，教一些有价值的东西，然后在最后，要求那些观众购买一个可以让他们执行刚刚获得的知识的报价。

Ever been in a Sam's Club or Costco? Have you seen those people behind the booths that offer a free gift if you watch a presentation? They’re basically doing in-person webinars!

你去过山姆会员店或 Costco 吗？你见过那些在展台后面的人吗？如果你观看演示，他们会提供免费礼物？他们基本上是在做面对面的网络研讨会！

For instance, let's say you attend a presentation on how to save money on your electric. The presenter shows you that you're spending way too much with your power company, and you could save so much more with solar panels!

例如，假设你参加了一个关于如何节省电费的演讲。演讲者告诉你，你在电力公司花费了太多钱，而使用太阳能电池板可以节省更多！

So you think, "Wow, I would save so much money with solar panels, but I just can't afford them."

于是你想，“哇，使用太阳能电池板可以节省这么多钱，但我就是买不起。”

Then all of a sudden, before that thought can even complete in your mind, the person behind the booth says, "Here's how anyone can afford solar panels!"

然后突然之间，在你脑海中这个想法还没完全形成之前，摊位后面的人说：“这就是为什么任何人都能负担得起太阳能板！”

They then proceed to tell you about tax credits, financing, and all kinds of things that overcome your objections of why you can't have what you want.

然后他们继续告诉你关于税收抵免、融资以及各种可以克服你无法拥有你想要的东西的反对意见的事情。

This entire presentation is a webinar. The only difference is that we call them sales presentations offline and call them webinars online.

整个演示就是一个网络研讨会。唯一的区别是我们在线下称之为销售演示，而在线上称之为网络研讨会。

This method is precisely how we sell millions of dollars in high-ticket products online.

这种方法正是我们在网上销售数百万美元高价产品的方式。

If properly executed, a webinar can scale your company to 7- or 8- figures in a very short time. But it must be done "properly."

如果执行得当，网络研讨会可以在很短的时间内将您的公司规模扩大到 7 位数或 8 位数。但必须“正确”执行。

When I launched my first webinar, I was just winging it. I made zero sales. Then I went out and bought books, coaching, and learned everything I could to learn more about this process.

当我第一次推出网络研讨会时，我只是在即兴发挥。我没有卖出任何东西。然后我出去买了书，参加了辅导，并尽我所能学习有关这个过程的更多知识。

I invested time and money into learning this craft.

我投入了时间和金钱来学习这门手艺。

My next webinar? I generated $48,000 in two hours. Fast forward to today, and I’ve made over $10 million with just two properly crafted webinars.

我的下一个网络研讨会？我在两小时内赚了 48,000 美元。快进到今天，我只用了两个精心策划的网络研讨会就赚了超过 1000 万美元。

Now that you know how well webinars work, let me tell you how most people approach them and why it's a mistake.

既然你已经知道网络研讨会效果如何，让我告诉你大多数人是如何对待它们的，以及为什么这是一个错误。

Typically, a webinar contains tons of slides, graphics, illustrations, perhaps a countdown timer, and all kinds of little nifty bells and whistles to squeeze the maximum amount of sales out of your presentation.

通常，网络研讨会包含大量的幻灯片、图形、插图，可能还有一个倒计时器，以及各种巧妙的小功能，以从你的演示中榨取最大限度的销售额。

However, people often use these as a crutch and spend weeks or even months building these out. They create what they would consider their masterpiece, then launch the webinar, and no one buys.

然而，人们经常把这些当作拐杖，花费数周甚至数月的时间来构建它们。他们创造了他们认为的杰作，然后推出了网络研讨会，结果没有人购买。

I've only made this mistake once, and I will never make it again.

我只犯过一次这个错误，我再也不会犯这个错误了。

Would you like to know how to find out if that webinar you're planning on creating will actually work? Would you like to know within 30 minutes, instead of weeks or months?

你想知道如何判断你计划创建的研讨会是否真的有效吗？你想在 30 分钟内就知道结果，而不是几周或几个月吗？

Let me tell you a little story about one of the highest converting webinars I've ever made.

让我告诉你一个关于我制作过的转化率最高的研讨会的小故事。

A couple of friends of mine, Todd Snively and Chris Keef, came over to my house to talk business. They were interested in doing a joint venture at the time. This means I would create a product, sell it to their existing list, and we would split the profits. The plan was to meet, discuss our ideas, and then plan a date to launch.

我的几个朋友，托德·斯尼夫利和克里斯·基夫，来我家谈生意。他们当时对做一个合资项目感兴趣。这意味着我会创建一个产品，卖给他们现有的客户名单，然后我们分成利润。计划是见面讨论我们的想法，然后计划一个发布日期。

However, we had a few drinks that day, and I wanted to try something crazy.

然而，那天我们喝了几杯，我想尝试一些疯狂的事情。

I said, "Why are we talking about doing a JV? Why don't we just do one right now?"

我说：“为什么我们要讨论合资企业？为什么不现在就做一个？”

Todd and Chris looked at me sort of confused and said, "What do you mean?"

托德和克里斯有点困惑地看着我，说：“你是什么意思？”

I said, "Tell me about your audience and their biggest struggle. I'll come up with a product to solve the problem. We'll jump on a Facebook Live in 20 minutes, and I'll sell it to them."

我说：“告诉我你的受众以及他们最大的困扰。我会想出一个产品来解决这个问题。我们 20 分钟后在 Facebook Live 上见面，我会把它卖给他们。”

Confused, they asked me, "Well, you haven't created the product yet?"

他们困惑地问我：“可是你还没有创建产品呢？”

I said, "Yeah, so we're going to give them a 50% discount, I'll film it next week and send an email out the following week so they can enjoy the offer and get in on this nice little pre-sale.”

我说：“是的，所以我们要给他们 50%的折扣，我下周会拍摄，并在接下来的一周发送电子邮件，这样他们就可以享受这个优惠并参与这个不错的小预售。”

Todd and Chris thought this was a stellar idea. All three of us are very busy people, so this made a ton of sense. If no one bought, then we don't have to do any work! If they do buy, then we do the work we already got paid for, and their customers enjoy a significant discount for getting in early. Everyone wins.

托德和克里斯认为这是个绝妙的主意。我们三个都非常忙，所以这非常有意义。如果没有人购买，那么我们就不需要做任何工作！如果他们购买了，那么我们就做已经得到报酬的工作，而他们的顾客因为提前参与而享受了大幅折扣。每个人都赢了。

They agreed to move forward. So after hearing the problems their audience had, I knew right away what I could teach to solve them. I didn't have all the details fleshed out yet, but that didn't matter—more on that in a moment.

他们同意继续前进。所以在听到观众的问题后，我立刻知道我可以教什么来解决这些问题。我还没有把所有细节都弄清楚，但这并不重要——稍后再详细说明。

So they went into their Facebook group, announced they were going to be doing a special impromptu training, and told everyone to hop on the live in 20 minutes. I quickly scribbled down what the offer was and what I was going to say on the live.

于是他们进入了自己的 Facebook 群组，宣布他们将进行一场特别的即兴培训，并告诉大家在 20 分钟后上线观看直播。我迅速草草写下了报价和我在直播中要说的内容。

Chris held his phone up; it was just a little iPhone, which back then was nothing more than a crappy iPhone 7. I went live, shared a few stories on a whiteboard on how to overcome their problems and then made the offer. This lasted about 25 minutes. Once we ended the live, I checked sales.

克里斯举起了他的手机；那只是一部小小的 iPhone，那时候不过是一部糟糕的 iPhone 7。我开始了直播，在白板上分享了一些关于如何克服他们问题的故事，然后提出了报价。这持续了大约 25 分钟。直播结束后，我检查了销售情况。

We made $25,000! In 25 minutes. That's about $1,000 per minute! I could not believe my eyes!

我们赚了 25,000 美元！在 25 分钟内。这大约是每分钟 1,000 美元！我简直不敢相信自己的眼睛！

I then filmed the product over the next couple of weeks and sent it to those who'd purchased.

我在接下来的几周内拍摄了产品，并将其发送给了购买者。

I had a huge epiphany that week. I learned you don't need bells and whistles, false scarcity, timers, chat windows, fancy slides, or graphics to make money with a presentation.

那一周我有了一个巨大的顿悟。我了解到，你不需要花哨的东西、虚假的稀缺性、计时器、聊天窗口、华丽的幻灯片或图形来通过演示赚钱。

If your offer makes sense to your audience, they will buy it. If it doesn't, no amount of fancy graphics or advanced webinar software will save you.

如果你的报价对你的受众有意义，他们就会购买。如果没有意义，再花哨的图形或先进的网络研讨会软件也无法拯救你。

Will those things help? Sure they will, but they will not fix something that will never sell. They will not take an offer that no one wants and make them want the offer. They will simply enhance and squeeze a few extra sales out of an offer that people already want.

这些东西会有帮助吗？当然会有帮助，但它们无法修复一个永远不会卖出去的东西。它们无法让一个没有人想要的报价变得受欢迎。它们只会增强并从一个人们已经想要的报价中挤出一些额外的销售。

So, the first step is to make sure that people actually want your offer. That is why I absolutely love the whiteboard webinar method.

所以，第一步是确保人们真的想要你的产品。这就是为什么我非常喜欢白板网络研讨会的方法。

With this method, you're able to, with little to no preparation, craft a message, and deliver it. You strip yourself of all those fancy tools and see if it sells in its rawest form. If it sells raw, it can scale.

通过这种方法，你可以在几乎没有准备的情况下，构思一条信息并传达出去。你摆脱了所有那些花哨的工具，看看它在最原始的形式下是否能够销售。如果它在原始状态下能够销售，那么它就可以规模化。

If you can nail the message and the offer with nothing more than an iPhone and a whiteboard, you now have a seed that will surely grow into a million-dollar business.

如果你能仅用一部 iPhone 和一块白板就传达出信息和提供优惠，那么你现在就拥有了一颗种子，它肯定会成长为一个价值百万美元的业务。

Plus, you now have validation that it's okay to take the next couple of weeks and build out a fancy webinar with fancy emails and fancy automation.

此外，你现在已经验证了可以花接下来的几周时间，制作一个精美的网络研讨会，并配上精美的电子邮件和自动化流程。

At the end of the day, if you can't get past the whiteboard webinar and make a few sales, you have absolutely no business building out a huge email campaign, creating hundreds of slides, or building a complicated webinar funnel.

归根结底，如果你无法通过白板网络研讨会并完成几笔销售，那么你绝对没有必要去构建一个庞大的电子邮件营销活动、创建数百张幻灯片或建立一个复杂的网络研讨会漏斗。

I remember one of my clients, Arnie, came to me and was struggling with an offer. He tried so many times to build out a full webinar, and it just didn't work. So I told him about this whiteboard webinar method, and he decided to give it a go.

我记得我的一个客户阿尼来找我，他在为一个报价而挣扎。他尝试了很多次去构建一个完整的网络研讨会，但都没有成功。所以我告诉了他这个白板网络研讨会的方法，他决定试一试。

However, things went terribly wrong. Arnie went live, and no one could see the whiteboard! He had set up too many lights, and the board was completely white and, therefore, illegible on camera!

然而，事情变得非常糟糕。阿尼开始直播，但没有人能看到白板！他设置了太多灯光，白板完全变成了白色，因此在镜头下无法辨认！

At the last minute, he had to put down his marker, sit down in front of the computer and just talk to the camera. So with no whiteboard, he shared his message and his offer.

在最后一刻，他不得不放下马克笔，坐在电脑前，直接对着镜头讲话。因此，在没有白板的情况下，他分享了他的信息和提议。

He made $16,000 that day.

他那天赚了 16,000 美元。

Today, he has $100,000 months.

今天，他每月有 100,000 美元。

What is the moral of this story? It's simple. Break something down, stripping it down to its most raw and simple form. If it still works, it's a winner. However, if it takes complicated bells and whistles just to make a sale, it will fall apart at scale.

这个故事的寓意是什么？很简单。把某样东西分解，剥离到它最原始和简单的形式。如果它仍然有效，那就是赢家。然而，如果它需要复杂的装饰才能卖出，那么它在规模上就会崩溃。

"Our life is frittered away by detail ... simplify, simplify."

我们的生活被琐事所浪费……简化，再简化。

— Henry David Thoreau

— 亨利·戴维·梭罗

THE POWER OF POLARITY

极性的力量

"If you're always trying to be normal, you will never know how amazing you can be."

如果你总是试图变得正常，你将永远不知道自己能有多棒。

— Maya Angelou

— 玛雅·安吉洛

My brand began kicking off during the 2016 election when I noticed that Donald Trump was doing all this crazy stuff, saying the craziest things. And he ends up getting elected as the President of the United States!

我的品牌在 2016 年大选期间开始崭露头角，当时我注意到唐纳德·特朗普做了很多疯狂的事情，说了最疯狂的话。结果他竟然当选为美国总统！

And I remember noticing and paying attention to what was actually happening. I noticed a few very important things. He would intentionally say stuff just to get in the headlines.

我记得注意到并关注实际发生的事情。我注意到一些非常重要的事情。他会故意说一些话，只是为了上头条。

He reached the media outlets that were opposing him (who thought they were hurting him), but they were actually helping him reach more of the people that resonated with him.

他接触到了那些反对他的媒体（他们认为自己在伤害他），但实际上他们帮助他接触到了更多与他产生共鸣的人。

He had 10 times more free media exposure than all of his opponents combined.

他获得的免费媒体曝光量是他所有对手总和的 10 倍。

And it was at that moment I realized that if you make enough noise, all eyes will be on you. Make sure you're selling something.

就在那一刻，我意识到，如果你制造足够多的噪音，所有人的目光都会集中在你身上。确保你在推销一些东西。

I also realized that if I wanted to stand out, I had to make a splash.

我也意识到，如果我想脱颖而出，就必须引起轰动。

So I went in this popular Facebook group that at the time was all about being yourself in your business.

所以我加入了这个当时非常受欢迎的 Facebook 群组，这个群组主要是关于在业务中做自己。

I posted a picture of me naked on the couch with nothing but a little smiley face as a cover-up, and I said:

我在沙发上拍了一张裸照，只用一个小笑脸遮住，然后我说：

“Who wants to learn marketing from this guy?”

“谁想跟这个人学营销？”

And it blew up!

它爆炸了！

There were hundreds and hundreds of comments.

有成千上万的评论。

It was the first time I decided to put myself out there.

这是我第一次决定展现自己。

Prior to that, I had been boring and professional—what I thought other people wanted me to be.

在此之前，我一直是无聊且专业的——我认为这是别人希望我成为的样子。

It was the first time I decided to take a chance and just be myself. (My father was a shock jock in the 80s, if that gives you any clue to my sense of humor.)

这是我第一次决定冒险做自己。（我父亲是 80 年代的电台主持人，如果这能让你对我的幽默感有所了解的话。）

When I did, it blew up so much that people started friend-requesting me, joining my Facebook group, and following me.

当我这样做时，事情变得非常火爆，人们开始加我为好友，加入我的 Facebook 群组，并关注我。

It was the initial thing that made people actually start becoming fans. It was different, and I was unapologetic about it.

这是最初让人们真正开始成为粉丝的事情。它与众不同，我对此毫不掩饰。

I basically modeled not what Donald Trump was doing exactly, but the idea of leverage, and I applied it to my marketing efforts.

我基本上模仿的不是唐纳德·特朗普正在做的事情，而是杠杆的概念，并将其应用到了我的营销努力中。

I noticed that every time he did something that would have ruined the career of any other politician, (that would make any other politician, historically, resign), all he did was shrug it off.

我注意到，每次他做了会毁掉任何其他政治家职业生涯的事情（这些事情会让任何其他政治家在历史上辞职），他所做的只是耸耸肩。

Everybody was upset about it, but because he didn't engage and he didn't apologize and he didn't play into it, everybody forgot about it and they were talking about something else a week later.

每个人都对此感到不安，但由于他没有参与，没有道歉，也没有陷入其中，每个人都忘记了这件事，一周后他们已经在谈论其他事情了。

That’s when I realized that, even though they say it takes a lifetime to build a reputation and only a few minutes to destroy it, I don't believe that is true. I believe that you can say something and make a mistake and as long as you don't feed into it, when people call you out on it, eventually they'll forget.

那时我意识到，尽管人们说建立声誉需要一辈子，而毁掉它只需要几分钟，但我不相信这是真的。我相信你可以说错话、犯错误，只要你不继续坚持，当人们指出你的错误时，最终他们会忘记。

Countless times in my marketing career, I would try to apply an advertising angle or something that ended up not working out or ended up offending a lot of people—not my intention to offend them, but it just did.

在我的营销生涯中，无数次我尝试应用某种广告角度或方法，结果却未能奏效，甚至冒犯了许多人——我并非有意冒犯他们，但结果却如此。

Basically, I said the wrong thing. And instead of apologizing and making a big deal about it, I just stayed quiet and eventually everybody forgot about it.

基本上，我说了不该说的话。我没有道歉，也没有小题大做，而是保持沉默，最终大家都忘记了这件事。

I would then post a picture of me and my son or a family trip, and I realized, nobody cares anymore. They're like, “Oh, what a sweet baby!”

然后我会发布一张我和我儿子的照片或家庭旅行的照片，我意识到，没人在乎了。他们会说，“哦，多可爱的宝宝！”

Public opinion is easily turned around. It moves back and forth, back and forth.

公众舆论很容易转变。它来回摇摆，来回摇摆。

The reason I'm telling you this is because if you are afraid of saying the wrong thing, you will end up saying nothing.

我告诉你这个的原因是，如果你害怕说错话，你最终会什么也不说。

Don't put so much pressure on yourself to always say the right thing. Now, I'm not telling you to post naked pictures of yourself online, but put yourself out there. You will say the wrong thing. And as long as you don't make a big deal about it and you don't acknowledge all the people that disagree with you, and you just keep moving forward, they'll forget, and eventually they could become fans.

不要给自己太大压力，总是要说对的话。现在，我不是让你在网上发布自己的裸照，而是要你展现自己。你会说错话。只要你不把它当回事，不理会那些不同意你的人，继续前进，他们就会忘记，最终他们可能会成为你的粉丝。

Here's a little trick in your marketing when it comes to polarity.

在营销中，这里有一个关于两极分化的小技巧。

Imagine you're sitting at a bar and you have two people on either side of you. The person to your left is your ideal customer; the person to your right is someone who would never, ever buy from you.

想象你坐在酒吧里，左右两边各坐着一个人。左边的人是你的理想客户；右边的人是永远不会从你这里购买东西的人。

Say something to start a fight.

说点什么来引发一场争吵。

If you say something that gets them to argue, they will do the promoting for you.

如果你说了一些让他们争论的话，他们会为你做宣传。

For instance, I had a program that taught people how to start an advertising agency, and I knew because it was geared toward beginners that seasoned marketers (older, seasoned marketers—people that may have taken big certifications, spent money on email software certifications, etc.), would never buy this program, but new people to the industry would.

例如，我有一个教人们如何创办广告公司的课程，我知道因为它是面向初学者的，所以经验丰富的营销人员（年长的、经验丰富的营销人员——那些可能已经获得了大型认证、花费了大量资金在电子邮件软件认证上的人）永远不会购买这个课程，但行业新人会。

So I thought, “What can I say that will offend the people that wouldn't buy so that they make enough noise to capture the attention of the people that would buy.”

所以我想，“我能说些什么来冒犯那些不会购买的人，以便他们制造足够的噪音来吸引那些会购买的人的注意。”

And so I said, “Listen, the truth is there's a new way to advertise. And if you do it, you can outperform almost all of the seasoned and experienced marketers and get just as good results as they do—do not believe their lies.”

所以我说，“听着，事实是有一种新的广告方式。如果你这样做，你可以超越几乎所有经验丰富的营销人员，并取得和他们一样好的结果——不要相信他们的谎言。”

“You don't need to attend a $10,000 marketing certification seminar to get results for a local business. You can get by with just a couple of weeks’ worth of training. And if you do it this way, you can get just as good results as the seasoned marketers—and that's going to piss them off.”

“你不需要参加一个价值 10,000 美元的营销认证研讨会来为本地企业取得成果。你只需要几周的培训就可以应付。如果你这样做，你可以取得与经验丰富的营销人员一样好的结果——而这会让他们非常恼火。”

And when I said that, a ton of seasoned marketers started saying, “Oh, screw Dan Henry.”

当我说这话时，许多经验丰富的营销人员开始说，“哦，去他的丹·亨利。”

But alas, something amazing happened. New marketers would see these posts and say, “Well, why? What did he do that was so bad?”

但可惜的是，发生了一些令人惊讶的事情。新的营销人员会看到这些帖子并说：“为什么？他做了什么那么糟糕的事情？”

The seasoned marketers would argue, “Oh, he's saying that newbies can make just as much money as us and get just as good results.” And when they do that, and they comment, and they tag, a lot of those people who would resonate with that message end up listening and buying my stuff.

经验丰富的营销人员会争辩说：“哦，他说新手可以像我们一样赚到同样多的钱，并取得同样好的结果。”当他们这样做时，他们会评论、标记，许多与这一信息产生共鸣的人最终会听并购买我的东西。

In fact, I regularly survey my customers and ask where they initially heard of me. Many say it was from someone else bad-mouthing me. A surprising number, in fact. Think about how much more bang for your buck you could get with your advertising budget if you introduced some polarity into your message.

事实上，我经常调查我的客户，询问他们最初是从哪里听说我的。很多人说是从别人说我的坏话中听说的。事实上，这个数字令人惊讶。想想看，如果你在信息中引入一些对立性，你的广告预算能带来多大的回报。

And so that is one way you can use polarity in your marketing.

这就是你可以在营销中使用对立性的一种方式。

Always say something or try to say something that really resonates with your target customer but would also offend your non-target customer so that they create enough noise to help you make a splash.

总是说一些或尝试说一些真正能引起目标客户共鸣的内容，但同时也会冒犯非目标客户，这样他们会产生足够的噪音来帮助你引起轰动。

“Peace does not mean an absence of conflict, because opposition, polarity and conflict are natural and universal laws.”

“和平并不意味着没有冲突，因为对立、极性和冲突是自然和普遍的法则。”

— Bryant McGill

— 布莱恩特·麦吉尔

HOW WE SCALED TO 8-FIGURES

我们如何扩展到八位数

If I had to describe my journey to that first $100,000 in one word, it would be a "Launch."

如果要用一个词来形容我赚到第一个 10 万美元的旅程，那就是“启动”。

Most people call it: "The Live Launch."

大多数人称之为：“现场发布。”

It's where you manually build hype, launch a product, and then you make a bunch of money all at once.

这是你手动制造热度、发布产品，然后一次性赚大钱的地方。

However, that's not how I scaled 8-figures. If I would've kept doing that, I would not be anywhere near the growth I am currently.

然而，这并不是我如何达到八位数的方式。如果我继续那样做，我肯定不会达到目前的增长水平。

"But wait, you made $100,000 in 30 days, Dan! You're telling me that's not the best way?"

但是等等，丹，你在 30 天内赚了 10 万美元！你告诉我这不是最好的方法吗？

Yes, that's what I'm telling you. I would have been just as shocked if someone said that to me. Sure, it was the best way to test, the best way to get started, but terrible for scale. But let me tell you precisely what happened that led me to this discovery.

是的，这就是我要告诉你的。如果有人对我说那样的话，我也会同样震惊。当然，这是最好的测试方式，也是最好的开始方式，但对于规模化来说却很糟糕。但让我详细告诉你是什么导致了这一发现。

After I had made that initial $100,000 doing a live launch, I was exhausted. It was a lot of pressure in planning, and I was spent.

在我通过现场发布赚到最初的 10 万美元后，我感到筋疲力尽。计划中的压力很大，我已经精疲力尽了。

So I planned to take a 30-day break, casually work on the materials for the new launch, and then do it again. If I made $100,000 every time I did it, that would be a pretty good income!

所以我计划休息 30 天，顺便为新发布准备材料，然后再做一次。如果我每次都能赚到 10 万美元，那将是一笔相当不错的收入！

However, it's not 8-figures. Little did I know that was even possible.

然而，这并不是 8 位数。我甚至不知道这是可能的。

So during this break, I did not like the idea of making no money at all. Sure, I had $100,000 in the bank, but I still wanted some income between breaks.

所以在这个休息期间，我不喜欢完全没有收入的想法。当然，我在银行里有 10 万美元，但我仍然希望在休息期间有一些收入。

I decided to take the replay of my webinar and put it on a page where people could watch it instantly.

我决定把我的网络研讨会的回放放在一个页面上，让人们可以立即观看。

My idea was to run ads to it and make some sales here and there until the next big launch.

我的想法是通过投放广告来销售一些产品，直到下一次大型发布。

This was great! Because once you create paid advertisements on social media platforms, they don't need much maintenance. Unlike organic marketing, where you are posting every single day on various platforms.

这太棒了！因为一旦你在社交媒体平台上创建了付费广告，它们就不需要太多的维护。不像有机营销，你每天都要在各种平台上发布内容。

So that's what I did, and I wasn't expecting much. But when that first sale came in while I was sleeping, it felt even more amazing than making all that money in one day. It was only one sale, but something about making money without having to be present was fascinating to me.

这就是我所做的，我并没有期待太多。但当我在睡觉时第一笔销售进来时，感觉比一天赚那么多钱还要神奇。虽然只是一笔销售，但能够在不在场的情况下赚钱对我来说非常有趣。

But then another sale came in, and another, and another. At the end of the 30-day break, I was shocked to see that we had generated $150,000 in sales. That's $50,000 more than when I did the live launch! And I didn't have to lift a finger past setting up the video and ads.

但随后又有一笔销售进来，接着又是一笔，再一笔。在 30 天的休息结束时，我惊讶地发现我们产生了 15 万美元的销售额。这比我做现场发布时多了 5 万美元！而且除了设置视频和广告之外，我什么都不用做。

This brought me to a whole new high, and it was at that moment I had an epiphany.

这让我达到了一个新的高度，就在那一刻，我有了一个顿悟。

I realized that as amazing as it is to grind yourself to the bone and do a live promotion, as much money as that brings, automating your sales brings more.

我意识到，尽管拼命工作并进行现场促销是多么令人惊叹，尽管那能带来很多钱，但自动化销售能带来更多。

"Slow and steady wins the race," as the old adage says.

“慢而稳者胜，”正如古语所说。

Did you know a small leak in your faucet that drips for just one day outputs five gallons of water?

你知道水龙头的一个小漏水口如果滴一天会流出五加仑的水吗？

Sales trickling in all day every day will almost always beat a flood gate of sales here and there.

每天都有销售慢慢流入几乎总是比偶尔的销售洪流要好。

Once I realized that the key to growing was by automating sales and not doing live promotions, I decided to become a master of that method.

一旦我意识到增长的关键是通过自动化销售而不是进行现场促销，我决定成为这种方法的大师。

Not to mention, this fits my lifestyle much more. While it may not be fully 100% passive income, it's 1,000 times more passive than doing any live promotion.

更不用说，这更适合我的生活方式。虽然它可能不是完全 100%的被动收入，但它比做任何现场推广要被动 1000 倍。

That's not to say I don't still do live promotions here and there. Usually, it's when I'm testing out a new product or a new version of a product.

这并不是说我不再偶尔做现场推广。通常，当我测试新产品或产品的新版本时，我会这样做。

Remember that initial webinar that made $150,000 automated during its first month?

还记得那个第一个月就自动赚了 15 万美元的初始网络研讨会吗？

It was a crude prototype that eventually became a well-oiled machine.

那是一个粗糙的原型，最终变成了一台运转良好的机器。

Over the next couple of years, I refined and mastered the art of that automated process. So much so, that we were able to hit our first million-dollar month revenue in February 2019 with only two automated webinars.

在接下来的几年里，我不断完善并掌握了自动化流程的艺术。以至于我们在 2019 年 2 月仅通过两个自动化网络研讨会就实现了第一个百万美元的月收入。

That's right, a million dollars in one month with only two products.

没错，一个月内仅凭两个产品就实现了百万美元的收入。

There's absolutely no way I could do those types of numbers day in and day out running around dancing on social media.

我绝对不可能每天在社交媒体上跑来跑去跳舞，做出那种数字。

And even if I could, I wouldn't want to. I didn't get into this business to work myself to death. I got in it to help people and enjoy life.

即使我能做到，我也不想这样做。我进入这个行业不是为了把自己累死。我进入这个行业是为了帮助人们并享受生活。

At this point, you're probably wondering how this automated sales system works.

在这一点上，你可能想知道这个自动化销售系统是如何工作的。

It has two main components: the system and the script. The script is what you say on the webinar and the system is how we deliver that webinar to our prospect.

它有两个主要组成部分：系统和脚本。脚本是你在网络研讨会上所说的内容，而系统是我们如何将这个网络研讨会传递给我们的潜在客户。

I'm going to give you the basic strategy behind it right now, but I will not be sharing tactics. Why? Because by the time you read this book, I will probably have refined it further and tweaked some things to make it even more profitable.

我现在要告诉你它的基本策略，但我不会分享具体的战术。为什么？因为当你读到这本书的时候，我可能已经进一步优化并调整了一些东西，使其更加有利可图。

That's why I share strategy in books, which are more permanent, and I share tactics online in the form of video training, which can be easily updated.

这就是为什么我在书中分享策略，因为书籍更具持久性，而我以视频培训的形式在线分享战术，这样可以轻松更新。

If you'd like to learn what's currently working right now, you can watch an overview of our automated sales system by visiting DigitalMillionaireSecrets.com/system.

如果你想了解目前正在运作的内容，你可以通过访问 DigitalMillionaireSecrets.com/system 观看我们自动化销售系统的概述。

However, the strategy has not changed, nor do I see it ever changing.

然而，策略没有改变，我也不认为它会改变。

So let me break down the underlying strategy behind this automated sales system, or as I prefer to call it, an “On-Demand Webinar.”

所以让我来分解一下这个自动化销售系统背后的基本策略，或者我更喜欢称之为“按需网络研讨会”。

A potential prospect that has a problem will see an advertisement online. This could be Facebook, Instagram, YouTube. It could even be on a piece of direct mail.

一个有问题的潜在客户会在网上看到广告。这可能是 Facebook、Instagram、YouTube。甚至可能是直邮广告。

The advertisement offers a short training that will help them solve their problem or at least part of it.

广告提供了一个简短的培训，将帮助他们解决问题或至少解决部分问题。

They click the advertisement and go to a page where they can enter their name and email to access the free video.

他们点击广告并进入一个页面，在那里可以输入他们的姓名和电子邮件以访问免费视频。

We refer to this usually as a webinar. But we have other types of videos, such as case studies, to achieve similar results.

我们通常将其称为网络研讨会。但我们还有其他类型的视频，例如案例研究，以达到类似的效果。

Once they enter their information, they can watch the video. We share a ton of value in this video and show them how we can solve their problem.

一旦他们输入了信息，他们就可以观看视频。我们在这个视频中分享了很多价值，并向他们展示了我们如何解决他们的问题。

We then make an offer where they can pay for a premium training.

然后我们提供一个他们可以支付的高级培训的报价。

If they are convinced that this product will solve their problem, they buy. If not, then they get multiple follow-up emails and marketing to help get them off the fence.

如果他们确信这个产品能解决他们的问题，他们就会购买。如果没有，他们会收到多封后续电子邮件和营销信息，以帮助他们做出决定。

Speaking of "The Fence," in the next chapter, I will reveal more details on how we follow up with prospects that are still thinking of buying, but have not yet committed.

说到“围栏”，在下一章中，我将详细介绍我们如何跟进那些仍在考虑购买但尚未做出承诺的潜在客户。

But for now, the main point I want to make to you is simple. While we have tried lots of things on our road to 8-figures, this system has been responsible for the majority of sales.

但现在，我想向你们传达的主要观点很简单。虽然我们在达到八位数的道路上尝试了很多方法，但这个系统为我们带来了大部分的销售额。

Sure, we've used other methods that have fantastic results, and we share those methods with our clients.

当然，我们使用过其他方法，效果非常好，并且我们与客户分享这些方法。

But if you could only allow me one strategy to market my business, it would be hands-down an On-Demand Webinar.

但如果你只能允许我使用一种策略来推广我的业务，那毫无疑问就是按需网络研讨会。

Once you master the art of what to say in your webinar, you have something that can print money on demand.

一旦你掌握了在网络研讨会上该说什么的技巧，你就拥有了一种可以随时印钞的能力。

I can thank Russell Brunson for introducing me to webinars and more importantly, what to say on them. After reading several books from Russell, I continued my education and learned from a variety of entrepreneurs that had crushed it with webinars.

我要感谢 Russell Brunson 向我介绍了网络研讨会，更重要的是，教会了我在研讨会上该说什么。在阅读了 Russell 的几本书后，我继续学习，并从许多在网络研讨会上取得巨大成功的企业家那里学到了更多。

Eventually, I created and tweaked my own concoction into what is now our low-ticket and high-ticket webinar frameworks.

最终，我创建并调整了自己的配方，形成了我们现在使用的低价和高价网络研讨会框架。

Perhaps it's the artist in me, but I've always been a big believer in refinement. Art is truly never finished.

也许是我内心的艺术家在作祟，但我一直坚信精炼的重要性。艺术永远没有完成的时候。

When you sell 8-figures with a webinar, you tend to figure out what works, what doesn't, and what works better pretty rapidly.

当你通过网络研讨会销售八位数的产品时，你往往会很快弄清楚什么有效、什么无效以及什么更有效。

We are still tweaking it to this day, which brought me to the decision I had to make while writing this book.

直到今天我们仍在调整它，这让我在写这本书时不得不做出决定。

To share our Webinar script here or not?

是否在这里分享我们的网络研讨会脚本？

On the one hand, I could lay it all out for you here, but what bothered me about that is the fact that books are so permanent.

一方面，我可以在这里全部展示给你，但让我困扰的是书籍是如此永久。

If we develop new tactics, then the book becomes outdated.

如果我们开发新的战术，那么这本书就会过时。

So I decided to go for a second option. As a bonus for buying this book, you will get a free training on the current webinar script and framework that we use.

所以我决定选择第二个选项。作为购买这本书的奖励，你将获得我们当前使用的网络研讨会脚本和框架的免费培训。

All you have to do is go to DigitalMillionaireSecrets.com/script.

你只需要访问 DigitalMillionaireSecrets.com/script。

If we make any major breakthroughs, we will update that video, so you'll always have access to the most up-to-date tactics.

如果我们有任何重大突破，我们将更新该视频，因此你将始终能够访问最新的策略。

Tactics change; strategy doesn't.

战术会变；战略不会。

This book is about strategy, and the bonuses you get with it are about tactics.

这本书是关于战略的，而你从中获得的奖励是关于战术的。

I wanted to over-deliver with this book, which is why I'm giving you far more than just the book. So if you want to check out the script we currently use, head over to that link.

我想通过这本书超额交付，这就是为什么我给你的远不止这本书。所以如果你想查看我们目前使用的脚本，请点击那个链接。

In the following chapter, I'm going to show you what we do when a prospect doesn't say yes right away on the webinar. I will also show you how we've converted millions of dollars in sales from prospects that just weren't sure yet.

在接下来的章节中，我将向你展示当潜在客户在网络研讨会上没有立即说“是”时我们会怎么做。我还会向你展示我们如何从那些还不确定的潜在客户中转化了数百万美元的销售额。

“Not following up with your prospects is the same as filling up your bathtub without first putting the stopper in the drain.”

“不跟进你的潜在客户就像在浴缸里放水却没有先塞住排水口。”

— Michelle Moore

— 米歇尔·摩尔

THE FENCE METHOD

围栏方法

In the 1930s, the film industry made a startling discovery.

在 20 世纪 30 年代，电影行业有了一个惊人的发现。

The studios found that a certain amount of advertising was necessary to convince people to see their movies.

工作室发现一定数量的广告是必要的，以说服人们观看他们的电影。

They discovered that people needed to see an advertisement at least seven times before they decided to buy a movie ticket.

他们发现人们需要至少看到七次广告才会决定购买电影票。

This discovery bled over into other industries and proved to be almost universally applicable.

这一发现渗透到其他行业，并几乎被证明是普遍适用的。

Regardless of the product, advertisers found prospects needed to see a message seven times before they decided to buy.

无论产品如何，广告商发现潜在客户需要看到七次信息才会决定购买。

Today, this is known as "The Rule of Seven."

今天，这被称为“七次法则”。

Considering this rule was discovered back in the 1930s, before we entered the digital age, we can assume that the average person had a much longer attention span when this rule was discovered.

考虑到这条规则是在 20 世纪 30 年代发现的，那时我们还没有进入数字时代，我们可以假设当时普通人的注意力持续时间要长得多。

Today, we’re constantly bombarded with messages. Common sense should tell us that people need to see our messages even more than seven times before they decide to buy.

今天，我们不断被各种信息轰炸。常识告诉我们，人们需要看到我们的信息超过七次才会决定购买。

That's why now, more than ever, following up with your prospects is extremely important.

这就是为什么现在比以往任何时候都更重要的是，跟进你的潜在客户。

But how does this look for the webinar model?

但是这对网络研讨会模型来说是什么样子呢？

When your prospects go into your webinar, they come out in one of three possible scenarios.

当你的潜在客户进入你的网络研讨会时，他们会处于三种可能的情况之一。

They either say "YES" and buy it immediately...

他们要么说“是”并立即购买...

They say "ABSOLUTELY NOT" and never buy...

他们说“绝对不”并且永远不会购买...

Or they say "MAYBE."

或者他们说“也许”。

“Maybe” is also known as "On The Fence."

“也许”也被称为“犹豫不决”。

Why do we call it this?

我们为什么这么称呼它？

Imagine your prospects are physically standing on top of a fence.

想象一下你的潜在客户正站在围栏上。

They are teetering on a thin rail and can easily fall to either the YES side or the NO side at any time.

他们在一条细轨上摇摇欲坠，随时可能倒向“是”或“否”的任何一方。

Now, I am not a data scientist, but based on my experience and looking at our data, I can estimate about 2% of people say "YES" immediately, 30% say "ABSOLUTELY NOT," and 68% are “MAYBE” or "On The Fence."

现在，我不是数据科学家，但根据我的经验并查看我们的数据，我可以估计大约 2%的人会立即说“是”，30%的人会说“绝对不”，68%的人是“可能”或“犹豫不决”。

If you were to completely ignore that 68%, you would basically be staring at a pile of money on the table in front of you, simply choosing not to pick it up.

如果你完全忽略那 68%，你基本上就是在盯着面前桌子上的一堆钱，只是选择不去捡起来。

That said, once the prospect leaves the webinar and does not buy, we continuously send them new content designed to knock them to the "YES" side of the fence.

话虽如此，一旦潜在客户离开网络研讨会并且没有购买，我们会持续发送新的内容，旨在将他们推向“是”的一边。

Tactically, this could be in the form of retargeting ads, emails, videos, podcast episodes, etc.

从战术上讲，这可以以重定向广告、电子邮件、视频、播客节目等形式出现。

Strategically, they all have the same goal in mind. To knock the prospect off the fence and get them to buy.

从战略上讲，它们都有相同的目标。让潜在客户下定决心并促使他们购买。

Most of the time, it is much more than seven pieces of content. We keep chucking stuff at them until eventually they fall and become a customer.

大多数时候，内容远远超过七条。我们不断向他们推送内容，直到他们最终倒下并成为客户。

The content is designed to overcome any objections that a potential prospect may have. Giving them more information, typically, the type of information they may need to make a decision.

内容旨在克服潜在客户可能有的任何异议。通常，为他们提供更多信息，特别是他们做出决策所需的信息类型。

However, if you are not sending the right content, you could easily knock the prospect on the NO side. I know this because when I first started, instead of knocking them onto the YES side, I accidentally pushed them onto the NO side.

然而，如果你没有发送正确的内容，你很容易将潜在客户推向“不”的一方。我知道这一点，因为当我刚开始时，我不仅没有将他们推向“是”的一方，反而意外地将他们推向了“不”的一方。

Early in my career, I thought to follow up meant to send the prospect sales pitch after sales pitch continuously. However, this did not work out. It only made customers angry.

在我职业生涯的早期，我以为跟进意味着不断地向潜在客户发送销售推销。然而，这并没有奏效。这只会让客户感到愤怒。

Our webinar was doing very well, but our follow up was not so hot.

我们的网络研讨会进行得非常顺利，但我们的后续工作并不那么理想。

One day, frustrated, I decided to call a customer on the phone randomly.

有一天，我感到非常沮丧，决定随机给一个客户打电话。

I said, "Hey, this is Dan Henry. You recently signed up for my webinar, and I have a question for you. We are trying to improve our marketing. If you can answer this question, I'll give you the product for free. Why didn't you buy?"

我说：“嘿，我是丹·亨利。你最近报名参加了我的网络研讨会，我有个问题要问你。我们正在努力改进我们的营销。如果你能回答这个问题，我会免费给你这个产品。你为什么没有购买？”

My goal was to find out how I could fix our follow-up.

我的目标是找出如何改进我们的跟进工作。

It worked better than expected. This person listed off over a dozen reasons why they didn't buy!

效果比预期的要好。这个人列出了十几个不买的理由！

The funny thing was, none of the reasons were actual problems with the product. I simply hadn't covered that concern in my webinar, covered it well enough, or they just didn't see that part of the webinar.

有趣的是，这些理由都不是产品的实际问题。我只是没有在网络研讨会上提到那个问题，或者没有很好地解释，或者他们只是没有看到那部分内容。

After this experience, I was extremely excited because I instantly knew how to (at a very minimum), 10X my sales.

这次经历之后，我感到非常兴奋，因为我立刻知道了如何（至少）将我的销售额提高 10 倍。

All I needed to do was call a bunch of customers, figure out what all the objections were, and start creating emails and videos that covered each one!

我所需要做的就是给一群客户打电话，找出所有的反对意见，然后开始创建涵盖每个问题的电子邮件和视频！

However, I also realized that I would be on the phone for weeks if I tried to do that with a phone call each time.

然而，我也意识到，如果我每次都用电话联系，我会花上几周的时间。

So I created a little questionnaire that asked some specific questions as to why they didn't buy.

所以我创建了一个小问卷，询问一些具体的问题，了解他们为什么没有购买。

I emailed it to everybody that watched my webinar but didn't buy, and I got hundreds of responses back!

我把它发给了所有观看了我的网络研讨会但没有购买的人，我收到了数百条回复！

Do you know what the funny thing was? Even though we had hundreds of responses, the objections were mostly the same.

你知道有趣的是什么吗？尽管我们收到了数百条回复，但反对意见大多是一样的。

I categorized them all by the number of times they appeared and found that there were only about 15 to 20 objections. Everyone was essentially saying the same thing!

我把它们按出现的次数分类，发现只有大约 15 到 20 个反对意见。每个人基本上都在说同样的事情！

So I started making videos covering each one of these things and sending them out email by email, asking people to watch the video.

所以我开始制作视频，逐一介绍这些事情，并通过电子邮件发送出去，要求人们观看视频。

I didn't try to sell people. I simply gave them the information they needed to alleviate their concerns.

我没有试图向人们推销。我只是给了他们所需的信息来缓解他们的担忧。

For instance, one of the objections to our Digital Millionaire Coaching program was:

例如，对我们数字百万富翁教练计划的一个反对意见是：

"I have yet to create my course, and I'm still not confident the program will get my students results. So until I'm confident in my product and I finish creating it, I can't buy your program!"

我还没有创建我的课程，而且我仍然不确定这个项目能让我的学生取得成果。所以在我对我的产品有信心并完成创建之前，我不能购买你的项目！

Now, this almost made me blow a gasket. A huge chunk of our program teaches you how to build the product correctly, from the beginning (so it scales). It also shows you how to make sure your students get results.

现在，这几乎让我气炸了。我们项目的大部分内容教你如何从一开始就正确地构建产品（以便它可以扩展）。它还向你展示了如何确保你的学生取得成果。

We have systems and worksheets designed to poll your students and help you quickly make adjustments to your program that get them better and better results.

我们有系统和工作表，旨在调查您的学生，并帮助您快速调整您的计划，使他们获得越来越好的结果。

In fact, one of the core elements of the sales strategy we teach our clients is that a great product is easy to sell. A bad product is hard to sell. So let's first focus on making sure your product is great.

事实上，我们教给客户的核心销售策略之一是，好的产品容易销售。坏的产品难以销售。所以让我们首先确保您的产品是优秀的。

It could have been that I may not have explained that particular aspect of our program well enough in our webinar. Even if I did, chances are some people may not have been paying attention during that part. Maybe it just wasn't enough to overcome that concern at the time.

可能是我在网络研讨会上没有很好地解释我们项目的那个特定方面。即使我解释了，也有可能有些人在那部分没有注意。也许当时这还不足以消除那个顾虑。

So I created three videos.

所以我制作了三个视频。

One was a case study on a student who was able to redesign his program that students hated, into one that his people loved. He went from a few grand per month to $20,000 per month just by making his program better.

其中一个案例研究是关于一个学生，他能够将学生们讨厌的课程重新设计成一个大家喜爱的课程。通过改进课程，他的收入从每月几千美元增加到了每月 2 万美元。

The next email was an overview of one of the first things you have to do to make a great program. At the end of teaching the outline, I held nothing back. I asked if they would like more help implementing it. I then encouraged them to consider our product.

下一封邮件概述了制作一个优秀课程首先要做的事情之一。在教授完大纲后，我毫无保留地询问他们是否需要更多帮助来实施它。然后我鼓励他们考虑我们的产品。

The third email was me getting on a soapbox, talking about how there are far too many bad products currently in the market. Instead of trying to focus on sleazy sales tactics, we should instead try to make great products. If you join our program, that's what we help you do.

第三封邮件是我在发表意见，谈论市场上目前有太多糟糕的产品。与其专注于狡猾的销售策略，我们应该努力制造出色的产品。如果你加入我们的计划，这就是我们会帮助你做的事情。

All three of these videos had value instead of just a blatant sales pitch.

这三个视频都有价值，而不仅仅是赤裸裸的销售宣传。

Once we sent these emails out, the sales started pouring in. So I started making more videos and more videos and more videos. Sales went up, up, and you guessed it, up!

一旦我们发出这些电子邮件，销售额就开始涌入。所以我开始制作更多的视频，更多的视频，更多的视频。销售额上升，上升，你猜对了，继续上升！

We took it a step further. Every year, I would adjust the script and make sure to cover these concerns more efficiently on the actual webinar.

我们更进一步。每年，我都会调整脚本，并确保在实际的网络研讨会上更有效地解决这些问题。

As a result, both the initial webinar, as well as the follow-up, continuously got better and better!

结果，最初的网络研讨会以及后续的跟进都变得越来越好！

So, naturally, I started teaching this method to my clients.

所以，自然而然地，我开始向我的客户教授这种方法。

One of our clients, Steven, was quite successful with his webinar when he joined my mastermind.

我们的一个客户史蒂文在加入我的智囊团后，他的网络研讨会非常成功。

He was generating approximately $25,000 a month with his webinar and educational program. But once I taught him the "Didn't Buy Survey," he was able to double his conversion rate for his webinar.

他通过他的网络研讨会和教育项目每月大约赚取 25,000 美元。但当我教他“未购买调查”后，他能够将网络研讨会的转化率提高一倍。

We doubled his sales by teaching him just that one thing.

我们通过教他那一件事，使他的销售额翻了一番。

After about six months in the program, we kept showing Steven more and more ways to scale his education business. He was eventually able to break $100,000 per month.

在项目中进行大约六个月后，我们不断向史蒂文展示更多扩展他教育业务的方法。他最终能够突破每月 10 万美元的收入。

He made one of the funniest testimonial videos I've ever received. In it, he said something to the effect of, "I'm not supposed to do these numbers. I'm not that smart. If an idiot like me can do this, that means Dan's program is pretty damn good."

他制作了我收到过的最有趣的推荐视频之一。在视频中，他说了类似这样的话：“我不应该做这些数字。我不那么聪明。如果像我这样的白痴都能做到，那就说明丹的项目真的很棒。”

When I told Steven I was going to include this method in this book, he almost got mad at me.

当我告诉史蒂文我要把这种方法写进这本书时，他差点对我发火。

He was wondering why I would share such an effective tactic in a book that sells for a few dollars.

他在想为什么我会在一本只卖几美元的书里分享如此有效的策略。

The way I look at it, if I never share this stuff, I'll probably stop innovating.

在我看来，如果我不分享这些东西，我可能会停止创新。

If I give some of my best stuff away for free, it will force me to innovate and become even better.

如果我把一些最好的东西免费送出去，这将迫使我创新并变得更好。

Again, I'm addicted to refinement.

再次，我沉迷于改进。

Nelson Mandela said, "The greatest glory in living lies not in never falling, but in rising every time we fall."

纳尔逊·曼德拉说：“生活中最大的荣耀不在于从不跌倒，而在于每次跌倒后都能站起来。”

I've always loved this quote, which inspired a quote of my own.

我一直很喜欢这句话，它激发了我自己的名言。

Dan Henry says, "Picking yourself up is not enough; you must learn how to fall with grace."

丹·亨利说：“振作起来是不够的；你必须学会优雅地跌倒。”

See, when a process fails, most people think of it as a failure. I like to view it as the data needed for success.

看，当一个过程失败时，大多数人认为这是失败。我喜欢将其视为成功所需的数据。

There is an art to failure, and it's the fastest way to success.

失败是一门艺术，它是通往成功的最快途径。

THE GOLDFISH RULE

金鱼法则

“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

“平均来说，阅读标题的人数是阅读正文人数的五倍。当你写完标题时，你已经花掉了你预算的百分之八十。”

— David Ogilvy

— 大卫·奥格威

Have you ever tried to entertain a goldfish?

你试过逗金鱼玩吗？

Think about it. What would you say to a goldfish as it darts around its tank, to get its attention? Could you?

想一想。当金鱼在鱼缸里快速游动时，你会对它说什么来引起它的注意？你能做到吗？

If you can, then you will likely be pretty good at advertising. If not, advertising will be a massive issue for you.

如果你能做到，那么你很可能会在广告方面表现得很好。如果做不到，广告对你来说将是一个巨大的问题。

In 1970, the average attention span of an American was 12 minutes.

1970 年，美国人的平均注意力持续时间为 12 分钟。

Today, the average attention span is under nine seconds. That is less than a goldfish.⁹

如今，平均注意力持续时间不到九秒。这比金鱼还要短。 ⁹

If you could ask me for one tip when it comes to advertising for your product, it would be what I like to call, “The Goldfish Rule."

如果你能向我请教一个关于产品广告的建议，那就是我所说的“金鱼法则”。

Yes, this one is mine, so make sure you quote me if you share it!

是的，这是我的建议，所以如果你分享它，请确保引用我！

The Goldfish Rule states, "In any advertisement, identify what's in it for the prospect in nine seconds or less."

金鱼法则指出：“在任何广告中，在九秒或更短的时间内识别出对潜在客户的好处。”

Most people make this grave mistake when starting. This applies to any paid ad, social media post, email, or any messaging that's sent to your prospect.

大多数人在开始时都会犯这个严重的错误。这适用于任何付费广告、社交媒体帖子、电子邮件或发送给潜在客户的任何信息。

How many times have you seen an advertisement that starts with a long story? Often, you have to read through Edgar-Allan-Poe-style writing before they get to the point!

你见过多少次以长篇故事开头的广告？通常，你必须读完像爱伦·坡风格的文章才能看到重点！

People do not have that much time today, nor are they willing to give you that time. You must earn it.

如今人们没有那么多时间，也不愿意给你那么多时间。你必须赢得它。

Think of all of the distractions in the world today. We have such a short attention span that we have even created social media platforms based on making videos that are 15 seconds or less. New platforms have come out with even shorter time frames.

想想当今世界上的所有干扰。我们的注意力如此短暂，以至于我们甚至创建了基于 15 秒或更短视频的社交媒体平台。新的平台甚至推出了更短的时间框架。

How do you stand out in such a world? An entire population is darting their eyes around like a goldfish in a tank.

在这样的世界里，你如何脱颖而出？整个人群的眼睛像鱼缸里的金鱼一样四处游移。

You simply follow “The Goldfish Rule.”

你只需遵循“金鱼法则”。

I wish I had some fancy story to tell you about how I discovered this. I don't. It's something I learned from spending millions of dollars on advertising.

我希望我能有一个精彩的故事告诉你我是如何发现这一点的。我没有。这是我在广告上花费了数百万美元后学到的东西。

Within the first nine seconds, you must tell them what they are going to get out of continuing to read or listen. If you can do it in less than nine seconds, even better.

在前九秒内，你必须告诉他们继续阅读或听下去会得到什么。如果你能在不到九秒的时间内做到这一点，那就更好了。

Once you have successfully done this, you will have earned the right for a little bit more of their time. If the rest of your advertisement is good, then you may earn the right to get more from them, such as contact information or even a sale.

一旦你成功做到了这一点，你就赢得了他们更多的时间。如果你的广告其余部分做得很好，那么你可能会赢得更多，比如联系信息甚至是一笔销售。

Most people attempt to do this using what's called a "Pattern Interrupt."

大多数人尝试使用所谓的“模式中断”来做到这一点。

It's called a "Pattern Interrupt" because it interrupts the existing pattern in your brain and causes you to pay attention. It's used in almost all industries.

它被称为“模式中断”，因为它中断了你大脑中的现有模式，并引起你的注意。它几乎在所有行业中都得到使用。

Speakers will often raise their voice to wake the audience up and get them to pay attention. Print advertisements will often use a pretty girl to capture the readers' attention, etc.

演讲者通常会提高声音来唤醒观众并让他们集中注意力。印刷广告通常会使用漂亮的女孩来吸引读者的注意力，等等。

In online marketing, most people try to say something outrageous at the very beginning of the ad.

在网络营销中，大多数人会在广告的一开始就说一些令人震惊的话。

That is not enough.

这还不够。

We don't just want to grab anyone's attention. We want to grab the attention of those who need our product.

我们不仅仅是想吸引任何人的注意。我们想吸引那些需要我们产品的人的注意。

That's why we use what I like to call an "Identifying Pattern Interrupt."

这就是为什么我们使用我称之为“识别模式中断”的方法。

Let's take a look at three approaches.

让我们来看看三种方法。

No Pattern Interrupt, Pattern Interrupt, and Identifying Pattern Interrupt.

无模式中断，模式中断，和识别模式中断。

Let's say you are trying to sell a speaking course.

假设你正在尝试销售一门演讲课程。

Let's start with No Pattern Interrupt. Most advertisements or email copy would start out something like this:

让我们从“无模式中断”开始。大多数广告或电子邮件文案会这样开头：

There I was. Nervously fidgeting with the application I just sent through. You see it was 5 a.m. and I just couldn't sleep.

我当时就在那里。紧张地摆弄着我刚刚提交的申请。你知道，那时是凌晨 5 点，我根本无法入睡。

I really wanted to land this gig, but I also knew the other speakers had more experience than me.

我真的很想得到这份工作，但我也知道其他演讲者比我更有经验。

Most people think this is decent copy. But most people don't know what they're doing. So that makes sense.

大多数人认为这是不错的文案。但大多数人并不知道自己在做什么。所以这很合理。

This might sound like a great story. But, if you are a speaker looking to grow your speaking business, you wouldn't be aware this advertisement applies to you. You wouldn’t know until you read the end of the second paragraph. By that time, many have already moved on.

这听起来可能是一个很棒的故事。但是，如果你是一个希望发展演讲业务的演讲者，你可能不会意识到这个广告适用于你。直到你读完第二段的末尾，你才会知道。到那时，许多人已经离开了。

Thinking it's different if it's in an email? Why? Because they have already signed up for your list? It's not. Most people don't remember signing up on an email list. They need a constant reminder of why they're reading an email from your company.

认为如果是电子邮件就不同了吗？为什么？因为他们已经注册了你的邮件列表？事实并非如此。大多数人不记得自己注册过邮件列表。他们需要不断提醒自己为什么在阅读你公司的电子邮件。

Don't believe me? Take a look at every email you've ever sent to your list. You'll find that every single one has spam complaints. Maybe it's only one or two, but they are still there. It's because people don't remember.

不相信我？看看你发送给列表的每一封邮件。你会发现每一封都有垃圾邮件投诉。也许只有一两个，但它们仍然存在。这是因为人们不记得了。

So now we try to use a Pattern Interrupt to earn their attention.

所以现在我们尝试使用模式中断来赢得他们的注意力。

Let's try this again with a pattern interrupt:

让我们用模式中断再试一次：

Mr. Smith, you have cancer.

史密斯先生，您得了癌症。

Thankfully, I woke up from the nightmare I just had. I didn't have cancer, but I did have a nightmare about it. Likely because I had been so nervous all night, any sleep I got was plagued by bad dreams.

谢天谢地，我从刚刚的噩梦中醒来了。我没有得癌症，但我确实做了一个关于它的噩梦。可能是因为我整晚都很紧张，所以任何睡眠都被噩梦困扰。

After sipping my third cup of coffee, I nervously fidgeted with the application I just sent through.

喝完第三杯咖啡后，我紧张地摆弄着刚刚提交的申请。

I really wanted to land this gig, but I also knew the other speakers had more experience than me.

我真的很想得到这个机会，但我也知道其他演讲者比我更有经验。

Now, as shocking and attention-grabbing as that first sentence is, what does a nightmare about having cancer have to do with speaking?

现在，尽管第一句话令人震惊且引人注目，但关于患癌症的噩梦与演讲有什么关系呢？

Not a darn thing.

没什么大不了的事。

Again, this is copy from someone who thinks they know what they are doing, but they simply do not.

再次，这是从那些自以为知道自己在做什么的人那里复制来的，但他们其实并不知道。

How do I know this? Because this is the type of copy I wrote for years early in my career.

我怎么知道这个？因为这是我职业生涯早期多年写的文案类型。

It wasn't until I spent millions of dollars on advertising that I began to see the upper echelon of what works.

直到我在广告上花费了数百万美元后，我才开始看到什么才是真正有效的。

I don't think I could have learned that anywhere unless I was speaking with someone who also had spent millions of dollars on advertising.

我不认为我能在其他地方学到这一点，除非我和一个也在广告上花费了数百万美元的人交谈。

Those people are few and far between.

这样的人很少见。

So let's take a look at what this would look like if we used an Identifying Pattern Interrupt:

那么让我们来看看如果我们使用一个识别模式中断会是什么样子：

This was the third time I had to wipe the vomit off of a speaking application. You see, I had applied for every single conference that entire year, hoping to land my first paid speaking gig.

这是我第三次不得不擦掉演讲申请上的呕吐物。你知道，那一年我申请了所有的会议，希望能得到我的第一个付费演讲机会。

I was scared my lunch would literally come up and onto the application before I could even get to the part where they rejected me.

我害怕我的午餐会真的吐出来，弄到申请表上，甚至在我还没到被拒绝的那一步之前。

My friends always told me I was freaking out over nothing, yet every time, it always ended the same. ‘I'm sorry, it's going to be a no.’

我的朋友们总是告诉我，我在为一些无关紧要的事情大惊小怪，但每次结果都一样。“对不起，这次不行。”

I still chuckle back at this time in my life, because last year I spoke at 24 paid speaking events.

我仍然会回想起那段时光，因为去年我在 24 个付费演讲活动中发表了演讲。

So what changed?

那么发生了什么变化呢？

If you notice, right from the very beginning, if you are a speaker, it is blatantly apparent this applies to you.

如果你注意到，从一开始，如果你是一个演讲者，这一点显然适用于你。

Not to mention, it changed the dynamic of the rest of the copy. Everything is a constant reminder that in no uncertain terms, "this applies to you."

更不用说，它改变了其余内容的动态。一切都在不断提醒你，毫无疑问，“这适用于你。”

If someone doesn't think something applies to them, they will not gift you their time in order to even see if it does apply to them.

如果某人认为某件事不适用于他们，他们甚至不会花时间去了解它是否适用于他们。

Meaning, you have to be able to create advertisements and marketing that can get a goldfish to buy.

意思是，你必须能够创造出能让金鱼都愿意购买的广告和营销。

If you try to be artistic or feel that being so blatant in the beginning is beneath you, well, then all I can say is, enjoy your nine-to-five.

如果你试图表现得艺术化，或者觉得一开始就这么直白有失身份，那么我只能说，享受你的朝九晚五吧。

In today's day and age, you must get to the point.

在当今这个时代，你必须直截了当。

So right now, go back and look at every advertisement or email you've ever written.

所以现在，回去看看你写过的每一个广告或电子邮件。

Does the first sentence clearly, beyond a shadow of a doubt, capture attention? Does it only capture the attention of someone that is your ideal prospect?

第一句话是否毫无疑问地吸引了注意力？它是否只吸引了你的理想客户的注意力？

Back in the old days, there was no such thing as "conversion optimization."

在过去，没有“转化优化”这样的东西。

If you put an advertisement on a billboard, the billboard would not recognize which people driving down the road end up buying your product. The billboard would not adjust traffic so that people who were more likely to buy would see your advertisement, and people less likely to buy wouldn't.

如果你在广告牌上投放广告，广告牌不会识别哪些开车经过的人最终会购买你的产品。广告牌不会调整交通，以便更有可能购买的人看到你的广告，而不太可能购买的人则不会看到。

In today's digital age, almost every advertising platform has some sort of conversion optimization.

在当今的数字时代，几乎每个广告平台都有某种形式的转化优化。

Meaning, the more people that engage with your advertisement, the more that platform will show your advertisement to similar people.

也就是说，与您的广告互动的人越多，该平台就会向类似的人展示您的广告。

So if you're just saying something to capture anyone's attention, then that's what you will get more of: anyone.

所以，如果你只是为了吸引任何人的注意力而说些什么，那么你得到的将是：任何人。

But if you say something that would only capture the attention of your intended prospect, then guess what happens? More people will see your advertisement that are more likely to buy.

但如果你说一些只会吸引你目标客户注意的话，那么猜猜会发生什么？更多的人会看到你的广告，而这些人更有可能购买。

We can talk all day about pressing buttons in any given ads dash-board, tagging people in email software, etc.

我们可以整天谈论在任何广告仪表板中按下按钮，在电子邮件软件中标记人员等等。

But at the end of the day, none of that matters without great messaging.

但归根结底，如果没有出色的信息传递，这一切都无关紧要。

Meaning, what you say in your advertisements.

意思是，你在广告中说的话。

It's your ability to capture your prospects' attention and get them to take the next step on their way to becoming a part of your customer base.

这是你吸引潜在客户注意力并促使他们采取下一步行动，成为你客户群一部分的能力。

If you'd like to see a few examples of how I have implemented The Goldfish Method in my own advertisements, you can visit DigitalMillionaireSecrets.com/goldfish.

如果你想看看我如何在自己的广告中实施金鱼方法的几个例子，你可以访问 DigitalMillionaireSecrets.com/goldfish。

“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”

“事实是，没有人会读广告。人们只读他们感兴趣的内容，有时那可能是一则广告。”

— Howard Luck Gossage

— 霍华德·勒克·戈萨奇

HOW WE TRIPLED PROFITS WITH HIGH-TICKET OFFERS

我们如何通过高价产品使利润翻了三倍

For the first $8 million in revenue, I didn't change a thing. I advertised a free training, sent people to my webinar, and they bought from an order page.

在最初的 800 万美元收入中，我没有做任何改变。我宣传了一个免费培训，将人们引导到我的网络研讨会，他们从订单页面购买了产品。

“I never spoke to a soul, and I loved how passive the income was.”

“我从未与任何人交谈过，我喜欢这种被动收入的方式。”

That's what I would tell you if I was just trying to sell you and I had no transparency or ethics.

如果我只是想卖给你，并且我没有透明度或道德，我会这样告诉你。

The actual reality of this business is that there are far more things involved than sitting back on a beach with a laptop while the money rolls in.

这个业务的实际情况是，涉及的事情远比坐在海滩上拿着笔记本电脑等待金钱滚滚而来要多得多。

With thousands of customers, being at that level of scale, my business was anything but passive.

拥有数千名客户，达到这种规模，我的业务绝不是被动的。

In the beginning, from zero to $1 million, it was actually pretty passive. I didn't need to spend much time managing it. But once I scaled past that, things got a bit more complicated.

一开始，从零到一百万美元，实际上相当被动。我不需要花太多时间管理它。但一旦超过这个规模，事情就变得有点复杂了。

At a lower scale, I only had to deal with certain things here and there. But with that many customers and transactions, I ended up having to hire people to help out.

在较小的规模下，我只需要偶尔处理一些事情。但有了那么多客户和交易，我最终不得不雇佣人来帮忙。

For instance, I didn't get a single refund request for my first six months in business. If someone had a problem, they would usually message me on Facebook, and I would respond. They were happy. (Now I don't even look at my inbox; my team does.)

例如，在我创业的前六个月里，我没有收到任何退款请求。如果有人有问题，他们通常会在 Facebook 上给我发消息，我会回复。他们很满意。（现在我甚至不看我的收件箱；我的团队会处理。）

But when a dozen customers turned into 100, 100 turned into 1,000, and 1,000 turned into 10,000, there was no way I could respond to every single person on my own.

但是当十几个客户变成 100 个，100 个变成 1,000 个，1,000 个变成 10,000 个时，我不可能自己回复每一个人。

The funny thing was, 99% of the time, the customer complaint was something simple. Usually, it was something like they didn't get their username and password in their email. Or their receipt went to spam. Or their computer crashed in the middle of buying.

有趣的是，99%的情况下，客户投诉都是一些简单的事情。通常，比如他们没有在电子邮件中收到用户名和密码。或者他们的收据被发送到了垃圾邮件。或者他们的电脑在购买过程中崩溃了。

Most of these issues would only take a five-minute conversation to resolve, and the customer was happy. However, when you add up hundreds of five-minute blocks, now you have a real time-consumer on your hands.

大多数这些问题只需要五分钟的对话就能解决，客户也会感到满意。然而，当你把数百个五分钟的对话加在一起时，现在你手上就有了一个真正的时间消耗者。

In fact, I was so busy that I really couldn't respond to anyone at all. I had to hire customer service representatives to talk to our customers.

事实上，我太忙了，根本无法回应任何人。我不得不雇佣客户服务代表来与我们的客户沟通。

While our refund rate had been low, due to the sheer amount of transactions, we had to have a dedicated team to deal with them.

虽然我们的退款率一直很低，但由于交易量巨大，我们不得不组建一个专门的团队来处理这些退款。

That cost money.

那需要花钱。

Not to mention, we started getting fraudulent charges. People began using stolen credit cards to buy our products.

更不用说，我们开始收到欺诈性收费。人们开始使用被盗的信用卡购买我们的产品。

Eventually, I had to hire someone to handle disputes and chargebacks.

最终，我不得不雇人来处理纠纷和退款。

That cost money.

那需要花钱。

I remember when one of my early programs got pirated. Someone uploaded it onto a website that cost $50 to access thousands of courses.

我记得我的一个早期程序被盗版了。有人把它上传到一个需要支付 50 美元才能访问数千门课程的网站上。

So now a new department came into play, the piracy department.

所以现在一个新的部门出现了，那就是反盗版部门。

I had someone that would reach out to these websites, negotiate with them, file DMCA (Digital Millennium Copyright Act) complaints, and eventually get the page taken down.

我有人会联系这些网站，与他们谈判，提交 DMCA（数字千年版权法）投诉，并最终让页面被删除。

This, as well, cost more time and more money.

这也花费了更多的时间和金钱。

That was until I met Alex Hormozi.

直到我遇到了亚历克斯·霍莫齐。

At the time, we were both in Russell Brunson's Mastermind. We were standing in line waiting to receive awards for making a million dollars at Russell's annual marketing conference, Funnel Hacking Live.

当时，我们都在拉塞尔·布朗森的大师班中。我们站在队伍中，等待在拉塞尔的年度营销会议“漏斗黑客现场”上领取百万美元奖项。

Alex sells a program that helps gym owners efficiently run their businesses and increase their membership numbers. At the time, he was making about $2 million per month with that program.

亚历克斯销售一个帮助健身房老板高效运营业务并增加会员数量的程序。当时，他通过该程序每月赚取约 200 万美元。

But here is where it gets quite interesting.

但这里变得非常有趣。

We started chatting, and I asked him about advertising.

我们开始聊天，我问他关于广告的事情。

He then said the strangest thing I've ever heard in my life.

然后他说了我这辈子听过的最奇怪的话。

"I suck at advertising. But it doesn't matter, because my lowest price program is $16,000."

我不擅长广告。但这没关系，因为我的最低价格项目是 16,000 美元。

I stood there for a moment about to speak. Stopped, opened my mouth again. Stopped.

我站在那里，准备说话。停了一下，又张开了嘴。又停了一下。

He could tell I was at a loss for words. He interjected, "Dan, when you sell high-ticket, it really doesn't matter what your advertising costs are, you always make money."

他可以看出我无言以对。他插话说：“丹，当你销售高价商品时，广告成本真的不重要，你总是能赚钱。”

Most people don’t realize this, but when you only spend a couple of thousand dollars per month on advertising, getting a 10X return is pretty standard.

大多数人没有意识到这一点，但当你每月只花几千美元做广告时，获得 10 倍的回报是相当标准的。

When you're spending several thousand dollars per month on ads, doubling your money is considered amazing.

当你每月在广告上花费数千美元时，翻倍你的钱被认为是惊人的。

That's because as you scale, advertising costs go up, and margins go down.

这是因为随着规模的扩大，广告成本上升，利润率下降。

Not to mention, the fact that your internal expenses go up because you have more customers to manage.

更不用说，由于需要管理更多的客户，您的内部费用会增加。

At this time, I had built a reputation that some would argue positioned me as one of the best in the world at online advertising. Whether that is true or not, the fact that more than a few people have said that, means I'm probably pretty good.

当时，我已经建立了一个声誉，有些人可能会认为我在在线广告领域是世界上最好的之一。无论这是否属实，事实是有不少人这么说过，这意味着我可能相当不错。

Yet, here is this guy who tells me he sucks at advertising, crushing me in terms of ROI.

然而，就是这个告诉我他不擅长广告的家伙，在投资回报率方面碾压了我。

That's when I knew there was something to this whole high-ticket thing.

那时我就知道，这种高价销售的东西确实有它的道理。

After that conversation, I spent the next year learning everything I could about high-ticket, phone sales, overcoming objections, managing a sales team, etc.

那次谈话之后，我花了接下来的一年时间学习所有关于高价电话销售、克服异议、管理销售团队等方面的知识。

We then launched our first high-ticket program. Almost right away, I knew this was what was missing.

然后我们推出了我们的第一个高价项目。几乎立刻，我就知道这就是之前所缺少的东西。

Almost everything was the same, except for a few key things.

几乎一切都一样，除了一些关键的事情。

First, instead of getting people to watch a webinar and asking them to buy on an order page, we asked them to book a call.

首先，我们没有让人们观看网络研讨会并要求他们在订单页面上购买，而是要求他们预约一个电话。

On this call, we would ask them a few questions about their situation. We would make sure our product could help solve their problem, and if it could, we would offer for them to join.

在这次通话中，我们会问他们一些关于他们情况的问题。我们会确保我们的产品能够帮助他们解决问题，如果可以，我们会邀请他们加入。

The very first month we did this, I spent $18,000 on advertising and made back $121,000 in sales.

我们第一个月这样做时，我在广告上花费了 18,000 美元，并赚回了 121,000 美元的销售额。

If you know anything about online advertising, that's a pretty crazy return.

如果你对在线广告有所了解，那是一个非常疯狂的回报。

Not to mention, as we kept scaling, I noticed several things happening.

更不用说，随着我们不断扩大规模，我注意到几件事情正在发生。

First, our ROI increased immediately, mainly because we were charging more.

首先，我们的投资回报率立即增加，主要是因为我们收费更高。

Also, we didn't have to spend nearly as much on advertising to make the same amount of sales. We needed six people to buy our lower-ticket program to make the same amount of money as one person purchasing this high-ticket program.

此外，我们不需要在广告上花费那么多就能实现相同的销售额。我们需要六个人购买我们的低价项目才能赚到与一个人购买这个高价项目相同的金额。

So not only was the return on advertising higher, but we also didn't need to spend as much.

因此，不仅广告的回报更高，而且我们也不需要花费那么多。

Far less staff were needed to attend to that product.

需要处理该产品的员工数量大大减少。

Yes, because there were fewer customers to serve, but more importantly, because of the quality of the customers. In my experience, the more money a customer pays you, the less needy they are.

是的，因为需要服务的客户减少了，但更重要的是客户的质量。根据我的经验，客户付的钱越多，他们的需求就越少。

This is the truth. Clients that have paid me $50,000 for consulting rarely, if ever, bother me with a silly request. But every time I would sell a $50 product, scores of support requests came in with silly questions.

这是事实。那些付给我 5 万美元咨询费的客户很少，甚至从不打扰我提出愚蠢的要求。但每当我销售一个 50 美元的产品时，就会收到大量的支持请求，里面都是些愚蠢的问题。

Now I'm not hating on people that buy my lower-priced products. In fact, many of those people turn into higher-end clientele. I'm merely reporting to you what happens at different price points.

现在我并不是在讨厌那些购买我低价产品的人。事实上，许多这些人后来变成了高端客户。我只是在向你报告不同价格点发生的情况。

As well, refunds, chargebacks, and piracy virtually disappeared.

同样，退款、拒付和盗版几乎消失了。

No one asked for a refund because they would have a 45-minute call with someone in my office before buying. They were sure it was a legitimate charge because the representative told them how it would appear on their credit card statement. They also were sure the product would solve their problem because they’d just spent nearly an hour making sure that it was a good fit, not an impulse buy.

没有人要求退款，因为他们在购买前会与我办公室的某人进行 45 分钟的通话。他们确信这是一笔合法的费用，因为代表告诉他们这笔费用会如何出现在他们的信用卡账单上。他们还确信该产品会解决他们的问题，因为他们刚刚花了将近一个小时确保这是一个合适的选择，而不是冲动购买。

Once they purchased, the representative would ensure they had their username and password. They would make sure they logged in and had everything they bought.

一旦他们购买，代表会确保他们拥有用户名和密码。他们会确保他们登录并拥有他们购买的所有东西。

So 99% of the reason people ask for a refund was eliminated.

所以人们要求退款的原因中有 99%被消除了。

Next, let's look at chargebacks. Most chargebacks happen because of fraud or the customer not recovering login information.

接下来，我们来看看拒付。大多数拒付发生是因为欺诈或客户无法恢复登录信息。

There isn't much fraud when someone is on a recorded call with you, has identified themselves, gives you their card number, and signs a legal contract. You have to have a pretty big set of you-know-what to commit fraud with that process.

当有人与您进行录音通话、表明身份、提供信用卡号码并签署法律合同时，欺诈行为并不多见。要在这个过程中进行欺诈，您必须有很大的胆量。

Let's recap thus far. There are virtually no refunds and no chargebacks. That's already cutting out a huge expense.

让我们回顾一下到目前为止的情况。几乎没有退款和拒付。这已经大大减少了开支。

Next is piracy. People who commit online piracy are cowards, and cowards don't like to get on the phone. They tend to hide behind the veil of the internet and very rarely rear their disgusting heads in the real world.

接下来是盗版。那些进行网络盗版的人是懦夫，而懦夫不喜欢接电话。他们往往躲在互联网的面纱后面，很少在现实世界中露出他们令人厌恶的面孔。

The call is recorded, their IP address is recorded, and they sign a contract. It just doesn't happen.

通话被录音，他们的 IP 地址被记录，并且他们签署了合同。这根本不会发生。

We've sold over $3 million worth of that program as I write this book, and the program has not become a victim to pirating.

在我写这本书的时候，我们已经卖出了价值超过 300 万美元的那个程序，而且这个程序没有成为盗版的受害者。

By switching to high-ticket, we made more return on our advertising budget, and eliminated much of the work in three departments, which allowed us to consolidate three departments into just one.

通过转向高价产品，我们在广告预算上获得了更多的回报，并减少了三个部门的工作量，这使得我们能够将三个部门合并为一个部门。

Now, I still have those departments because we do continue to sell lower-priced products, like the book you're holding in your hand.

现在，我仍然保留这些部门，因为我们继续销售低价产品，比如你手里拿着的这本书。

But instead of two people in each department, we now only need one. This is due to the majority of our actual revenue coming from people buying our premium programs.

但现在每个部门只需要一个人，而不是两个人。这是因为我们的大部分实际收入来自人们购买我们的高级课程。

Imagine a multi-million dollar company where ONE person can handle three departments. That’s insane. But insanely good!

想象一下，一家价值数百万美元的公司，一个人可以处理三个部门。这太疯狂了。但疯狂得好！

So as you can see, high-ticket solves a lot of issues in this business by nature.

所以你可以看到，高价产品本质上解决了很多业务中的问题。

But there is one more thing that is more important than anything I've listed thus far.

但还有一件事比我迄今为止列出的任何事都重要。

When you charge more for your product or service, you now can increase the quality of said product.

当你为产品或服务收取更多费用时，你现在可以提高该产品的质量。

Try selling something for $50 and offering a weekly coaching call. You will have hundreds and hundreds of people on the call, and will not be able to give any real value to one person.

尝试以 50 美元的价格出售某物并提供每周一次的电话辅导。你会有成百上千的人参加电话会议，无法为一个人提供真正的价值。

Charge $5,000 or $10,000? Now you only have a couple dozen on the call and can take time to dive into people's individual issues on the calls.

收费 5000 美元或 10000 美元？现在你只有几十个人参加电话会议，可以花时间深入探讨每个人的个人问题。

You can also spend more money on developing the program because you're making way more income.

你也可以花更多的钱来开发这个项目，因为你的收入大大增加了。

Need a new camera to film your videos? Need a more comfortable desk? Need a bigger office?

需要一台新相机来拍摄你的视频吗？需要一张更舒适的桌子吗？需要一间更大的办公室吗？

With low-ticket, those could become a real concern in your budget.

对于低价商品，这些可能会成为你预算中的一个真正问题。

With high-ticket, just one sale could pay your entire office rent for the month.

对于高价商品，只需一次销售就可以支付你整个月的办公室租金。

Get another sale? That could pay for brand new office furniture.

再拿下一个销售？那可以支付全新的办公家具。

Get another sale? That could pay for your next quarterly vacation.

再拿下一个销售？那可以支付你下一个季度的假期。

Yes, I take a vacation every quarter. At least a week or more. I couldn't do that when I only focused on low-ticket. With high-ticket, there are fewer moving parts, fewer issues, far fewer staff members, and fewer problems. I can step away much more often.

是的，我每季度都会休假。至少一周或更长时间。当我只专注于低价值产品时，我无法做到这一点。高价值产品涉及的环节更少，问题更少，员工也更少，问题也更少。我可以更频繁地离开。

Who wouldn't want to get paid more for what they do, while at the same time being able to provide much more value to their customers?

谁不想在自己所做的事情上获得更多的报酬，同时又能为客户提供更多的价值呢？

Who wouldn't want to make more impact while making more profit?

谁不想在赚更多利润的同时产生更大的影响？

Now, there is one caveat to selling high-ticket. You must sell it over the phone.

现在，销售高价产品有一个注意事项。你必须通过电话销售。

That means, yes, you must get on a call and sell people. It also means that eventually, you'll have to hire salespeople and train them to close for you if you want to scale, and more importantly, enjoy those quarterly vacations!

这意味着，是的，你必须通过电话销售产品。这也意味着，如果你想扩大规模，更重要的是，享受那些季度假期，你最终将不得不雇佣销售人员并培训他们为你完成交易！

Now, before you say to yourself, "That's out of the question for me! I hate sales!"

现在，在你对自己说“这对我来说是不可能的！我讨厌销售！”之前

So do I. When I was younger, I used to make phone sales for a water softener company and DIRECTV, and I hated every minute of it.

我也是。我年轻的时候，曾经为一家软水机公司和 DIRECTV 做电话销售，我讨厌每一分钟。

Do you know what I hate more?

你知道我更讨厌什么吗？

Managing thousands of support tickets, dealing with multiple refund requests, chargebacks, and so on.

管理成千上万的支持工单，处理多个退款请求、拒付等。

I also really like working with higher-end clientele. Generally, the more people pay, the more serious they tend to be.

我也非常喜欢与高端客户合作。一般来说，人们支付得越多，他们往往越认真。

When I consider all of this, I can say without a shadow of a doubt: I made the right decision.

当我考虑这一切时，我可以毫不犹豫地说：我做出了正确的决定。

Managing a sales team can be time-consuming. But it is nowhere near as time-consuming as managing thousands of customers that buy cheap products, especially if that is ALL you offer.

管理销售团队可能很耗时。但它远不及管理成千上万购买廉价产品的客户那么耗时，尤其是如果你只提供这些产品的话。

That said, high-ticket is not for everyone. In fact, it will not apply to most people.

话虽如此，高价并不适合所有人。事实上，它不适用于大多数人。

You may think high-ticket is not for you because you don't know enough, you don't have enough credibility, or you don't have enough value to give.

你可能会认为高价不适合你，因为你了解得不够多，你没有足够的信誉，或者你没有足够的价值可以提供。

This is rarely the case. High-ticket is not about how much you know. It's about how much the solution to your customers' problem is worth to them. Most of the time, giving that customer more attention will get them a better result.

这种情况很少见。高价并不是关于你知道多少，而是关于你客户的解决方案对他们来说值多少钱。大多数时候，给予客户更多的关注会让他们获得更好的结果。

The reason high-ticket is not for most is that most people aren't willing to do what it takes to make it work.

高价不适合大多数人的原因是，大多数人都不愿意付出必要的努力来使其成功。

It's not easy. But I love that. I love doing things that are hard because I know that most of my competitors won't be willing to do it, simply because it's hard. So by embracing something that may seem hard to others, I've already cut out 90% of my competition.

这并不容易。但我喜欢这样。我喜欢做困难的事情，因为我知道我的大多数竞争对手不会愿意去做，仅仅因为它很难。所以通过接受一些对别人来说可能很难的事情，我已经淘汰了 90%的竞争对手。

One of my clients, Andy, was only charging $2,000 for his program and was struggling to remain profitable. So after looking at his situation, I determined it would be worth giving high-ticket a go. I recommended that he more than double the price of his offer, as well as showed him how to adjust his marketing for high-ticket.

我的一个客户安迪，他的课程只收费 2000 美元，并且一直在努力保持盈利。所以在看了他的情况后，我决定值得尝试高价策略。我建议他将他的报价提高一倍以上，并向他展示了如何调整他的营销策略以适应高价。

When he was charging the lower price, he was doing about $25,000 per month. His profit was only $5,000. He was barely breaking even. After we converted his offer to high-ticket, he was able to hit $122,000 in a single month and is slowly growing each month! His sales not only went up, but so did his profit. Instead of barely breaking even, he ended up spending $60,000 to make $122,000. That’s a $62,000 profit in a single month!

当他以较低的价格收费时，他每月的收入约为 25,000 美元。他的利润只有 5,000 美元。他几乎只是收支平衡。在我们将他的报价转换为高价后，他一个月内就达到了 122,000 美元，并且每个月都在缓慢增长！他的销售额不仅上升了，利润也增加了。他不再只是收支平衡，而是花费了 60,000 美元赚取了 122,000 美元。这在一个月内就实现了 62,000 美元的利润！

If you would like to see a case study and complete breakdown of everything we did to convert him to high-ticket, visit:

如果您想查看一个案例研究以及我们如何将他转换为高价的完整分析，请访问：

DigitalMillionaireSecrets.com/andy.

DigitalMillionaireSecrets.com/andy

THE REAL SECRET OF SCALE

规模的真正秘密

This chapter will be the shortest in the book.

本章将是书中最短的一章。

As we come to the end of this section on scaling your offer, I'd like to let you know that the next section of this book will help you scale far more than the current one.

当我们结束这一部分关于扩展你的产品的内容时，我想告诉你，本书的下一部分将帮助你比当前部分扩展得更多。

Many things help in scaling your education business. Sure, there are advertising tricks, software, systems, etc.

许多事情有助于扩展你的教育业务。当然，有广告技巧、软件、系统等等。

But those things, like the wind, change.

但那些事情，像风一样，会改变。

What doesn't change is your ability to focus, be productive, make good decisions, and above all, maintain a “Million Dollar Mindset.”

不变的是你专注、高效、做出明智决策的能力，最重要的是，保持“百万美元心态”。

As we all know, superheroes do not exist. There are no mutants with mind control powers.

众所周知，超级英雄并不存在。没有具有心灵控制能力的变种人。

Or are there?

还是真的有呢？

Most people fail because they let their mind run away with itself. They get distracted, move from shiny object to shiny object, or make poor decisions.

大多数人失败是因为他们让自己的思维失控。他们分心，从一个闪亮的目标跳到另一个闪亮的目标，或者做出糟糕的决定。

The real villain in any entrepreneur's story is their mind.

任何企业家故事中真正的反派是他们的思维。

Your ability to control your mind is the number one thing that will allow you to scale.

你控制自己思想的能力是让你成长的首要因素。

Some think that mind control powers mean you have the ability to control other people's minds. But I believe it's hard enough to control your own mind.

有些人认为心灵控制能力意味着你有能力控制他人的思想。但我认为控制自己的思想已经够难了。

If you can control your own mind, I would consider that a superpower.

如果你能控制自己的思想，我会认为这是一种超能力。

The next section of this book will teach you the closest thing to mind control powers that can exist in reality.

本书的下一部分将教你现实中存在的最接近心灵控制能力的东西。

THE CIRCLE OF FOCUS

焦点圈

What do Bill Gates, Warren Buffet, and Steve Jobs have in common?

比尔·盖茨、沃伦·巴菲特和史蒂夫·乔布斯有什么共同点？

Unrelenting Focus.

不懈的专注。

According to an article in Forbes magazine, when Bill Gates Sr. asked his son Bill Gates Jr., the founder of Microsoft, and his other famous billionaire dinner guest, Warren Buffet, "What factor do you feel has been the most important in getting to where you’ve gotten in life?”¹⁰

根据《福布斯》杂志的一篇文章，当比尔·盖茨的父亲老比尔·盖茨问他的儿子、微软创始人比尔·盖茨以及另一位著名的亿万富翁晚餐客人沃伦·巴菲特：“你认为在达到今天这个位置的过程中，最重要的因素是什么？” ¹⁰

Warren Buffet replied with a single word (and Bill Gates Jr. agreed):

沃伦·巴菲特用一个词回复（比尔·盖茨也同意）：

“Focus.”

“专注。”

Steve Jobs provides a little more context for what focus means to him:

史蒂夫·乔布斯为他所理解的“专注”提供了更多的背景：

“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things I have done.”¹¹

“人们认为专注意味着对你必须专注的事情说‘是’。但这根本不是它的意思。它意味着对其他一百个好主意说‘不’。你必须谨慎选择。我实际上对我们没有做的事情和我们做过的事情一样感到自豪。” ¹¹

Now I haven't made billions like these giants, but if you asked me the same question, I would give you the same answer.

虽然我没有像这些巨头一样赚到数十亿，但如果你问我同样的问题，我会给你同样的答案。

But, maintaining focus is easier said than done. Mainly because I never quite had a battle plan when it came to focus. People would always say, "Just focus! Keep your eye on the prize."

但是，保持专注说起来容易做起来难。主要是因为我从来没有一个明确的专注计划。人们总是说，“只要专注！盯着目标。”

I would think, "Yeah, thanks. That's super helpful."

我会想，“是的，谢谢。这非常有帮助。”

So, let me introduce you to a concept that will help you. I discovered this when I hit my lowest month of sales in two years.

所以，让我向你介绍一个对你有帮助的概念。这是我在两年内销售额最低的一个月时发现的。

At the time, we hadn't had a month that dropped below $250,000 in almost three years. Our best month ever at that point was $360,000. The best part? I only had one product, a single online course.

当时，我们几乎三年没有一个月低于 25 万美元。那时我们最好的一个月是 36 万美元。最棒的部分是什么？我只有一个产品，一门在线课程。

Now you may think anyone should be happy with these numbers. But as an entrepreneur, it's our basic instinct to grow, as was mine. I wanted to grow.

现在你可能会认为任何人都应该对这些数字感到满意。但作为企业家，成长是我们的基本本能，我也是如此。我想要成长。

Still being relatively young in the business, I decided if I wanted to make more money, I would need more products! I decided, instead of only running paid ads, I would branch out and expand my promotion efforts to other platforms and methods. I started blogging, podcasting, making videos, doing joint venture launches, etc.

由于在行业中还算年轻，我决定如果我想赚更多的钱，就需要更多的产品！我决定不再只运行付费广告，而是扩展到其他平台和方法来推广。我开始写博客、做播客、制作视频、进行联合发布等。

Everyone else was doing this, so I decided to do it, too. However, as my father used to say, "If everyone jumped off a bridge, would you jump as well?" I wish my father would have told me that again on this day.

其他人都在这么做，所以我也决定这么做。然而，正如我父亲常说的，“如果所有人都跳下桥，你也会跳吗？”我希望父亲那天能再对我说一遍这句话。

For the next six months, sales went down, down, down. I would make a small product, like a mini-course, and sell the crap out of it. The time, effort, and focus I put into that new product took away from my efforts in my main product. If I made an extra $50,000 from a new product, sales would drop $80,000 on our main program.

在接下来的六个月里，销售额不断下降。我会制作一个小型产品，比如一个迷你课程，并大力销售它。我在这个新产品上投入的时间、精力和注意力，减少了我对主要产品的投入。如果我从新产品中额外赚了 5 万美元，我们主要项目的销售额就会下降 8 万美元。

The problem was not only more products. It was also how we promoted. Prior to this, I only promoted through Facebook ads. As I started focusing on other platforms, blogging, podcasting, etc., things got worse. Half of the time, I didn't even finish executing whatever my plan was on a particular platform. The other half distracted me so much that my ads were performing nowhere near what they had been.

问题不仅仅是更多的产品。还有我们推广的方式。在此之前，我只通过 Facebook 广告进行推广。当我开始专注于其他平台，如博客、播客等时，情况变得更糟。有一半的时间，我甚至没有完成在某个特定平台上的计划。另一半时间让我分心太多，以至于我的广告表现远不如以前。

I was tired, burnt out, and was starting to think I was washed up. Yet, whenever I gave my clients advice, it worked. They had success. So how could I be washed up?

我感到疲惫不堪，筋疲力尽，甚至开始觉得自己已经过时了。然而，每当我给客户提供建议时，这些建议都奏效了。他们取得了成功。那么，我怎么可能过时呢？

Well, it wasn't copywriting, advertising, marketing, or sales. I later found out, it was focus.

嗯，这不是文案写作、广告、营销或销售。后来我发现，这是专注。

I knew I had to do something.

我知道我必须做点什么。

So I reached out to a fellow entrepreneur I had met previously online, Sam Ovens. See, Sam was is the same business as I was, but instead of doing what everyone else does and create product after product, promote on platform after platform, he did the opposite. He focused on scaling ONE product and promoting on ONE platform. This intrigued me, so I decided to attend his next mastermind meeting.

于是，我联系了一位之前在网上认识的创业伙伴，Sam Ovens。Sam 和我从事的是相同的业务，但他没有像其他人那样不断推出新产品、在各个平台上推广，而是反其道而行之。他专注于扩展一个产品，并在一个平台上进行推广。这让我很感兴趣，所以我决定参加他的下一次头脑风暴会议。

There were several people there that had also created 7-figure businesses, as well as some that hit 8-figures.

那里有几个人也创建了七位数的企业，还有一些达到了八位数。

I assumed we would be talking about copy, ads, sales, things of that nature. But the majority of the event centered around diet, sleep, and focus.

我以为我们会讨论文案、广告、销售之类的事情。但活动的大部分内容都集中在饮食、睡眠和专注力上。

To summarize, the main thing I got from the weekend was, focus on ONE thing. Master it. Master it so well that you can then delegate it. Not outsource it, delegate it. Then move on to the next thing.

总结一下，我从这个周末学到的主要事情是，专注于一件事。掌握它。掌握得如此之好，以至于你可以委派它。不是外包它，而是委派它。然后继续下一件事。

I went home with a renewed sense of purpose, but I was still confused about how to implement. So I sat down at my desk and as I always do, and tried to map out my plan of action.

我带着一种新的目标感回家了，但我仍然对如何实施感到困惑。所以我坐在我的桌子前，像往常一样，试图制定我的行动计划。

This was when I came up with "The Circle of Focus." This changed my life.

这就是我提出“专注圈”的时候。这改变了我的生活。

Once I drew out "The Circle of Focus," it forced me to make some significant changes. I simplified my company. I stopped advertising and marketing on all but one channel. I even deleted 90% of my products.

一旦我画出了“专注圈”，它就迫使我做出了一些重大改变。我简化了我的公司。我停止在除一个渠道外的所有渠道上进行广告和营销。我甚至删除了 90%的产品。

Now, this may sound like I signed my own company's death certificate. Not only did our sales rapidly return to normal but in February of 2019, we hit our first million dollar month.

现在，这听起来可能像是我签署了自己公司的死亡证明。但不仅我们的销售额迅速恢复正常，而且在 2019 年 2 月，我们实现了第一个百万美元的月份。

It was not due to any specific marketing tactic, script, or gimmick. It was purely due to focus.

这并不是因为任何特定的营销策略、脚本或噱头。这纯粹是因为专注。

Would you like to learn "The Circle of Focus"?

你想学习“焦点圈”吗？

If you said YES in your head, then grab a piece of paper.

如果你在心里说了“是”，那就拿一张纸。

Draw a big circle on it, and somewhere inside the circle, write out something you are working on.

在上面画一个大圆圈，并在圆圈内的某个地方写下你正在做的事情。

So let's say you are trying to grow an online course business. Write down, "Facebook Ads." Currently, how much of the circle is taken up by Facebook Ads? 100%.

假设你正在努力发展一个在线课程业务。写下“Facebook 广告”。目前，Facebook 广告占用了圆圈的多少？100%。

Now write down something else you are doing to promote your business.

现在写下你正在做的其他事情来推广你的业务。

"Podcast."

播客。

Now draw a line through the circle, separating the two.

现在画一条线穿过圆圈，将两者分开。

It should look something like this:

它应该看起来像这样：

You will notice, instead of giving 100% effort to one thing, you are now giving 50% effort to two things.

你会注意到，你现在不是把 100%的精力投入到一件事上，而是把 50%的精力投入到两件事上。

When is the last time you heard of something succeeding by giving only 50% effort?

你上次听说某件事只付出 50%的努力就成功是什么时候？

Now put in whatever else you are doing—blogging, guest posting, YouTube channel, etc.

现在把你正在做的其他事情也加进去——写博客、客座文章、YouTube 频道等等。

Soon you will find your circle may look like a pizza. If it does, you are in trouble.

很快你会发现你的圈子可能看起来像一块披萨。如果是这样，你就有麻烦了。

You'll find you may be giving only 5-10% effort on any one thing. How do you expect to grow a business giving 5-10% effort?

你会发现你可能只在一件事上付出 5-10%的努力。你期望如何通过付出 5-10%的努力来发展业务？

"But Dan, you have Facebook ads, YouTube ads, a book, etc."

但是丹，你有 Facebook 广告、YouTube 广告、一本书等等。

Yes, I do. But, I focused and mastered each one until it became well-oiled—until it either barely took up my time, or I was able to train my staff to take it over. Only then did I move on to the next thing. If it was something I outsourced, I made sure to have ample time to focus on working with the person I hired to optimize and get the most out of it.

是的，我做到了。但是，我专注于每一项，直到它变得熟练——直到它几乎不再占用我的时间，或者我能够培训我的员工接手。只有到那时，我才会转向下一件事。如果是我外包的事情，我会确保有足够的时间与雇佣的人合作，以优化并从中获得最大收益。

If you are thinking about starting a podcast, ask yourself if your current advertising system is fully built out. Or perhaps it’s your email sequence. Is that done? Is it working and bringing you consistent money? Or are you still pulling your hair out over it? If YES, then you have no business starting a blog or podcast to get more traffic.

如果你正在考虑开始一个播客，问问自己你当前的广告系统是否已经完全建立。或者可能是你的邮件序列。它完成了吗？它是否有效并为你带来持续的收入？或者你还在为此烦恼？如果是的话，那么你就不应该开始一个博客或播客来获取更多流量。

"But Dan, I think if I do this other thing, it will work better or be easier!"

但是丹，我觉得如果我做另一件事，效果会更好或更容易！

This is called "Shiny Object Syndrome." If you can't focus enough to fix something that isn't working, how can you expect to get something else to work starting from square one? You can't. The same thing will happen over and over. You will move from thing to thing and get nowhere. If it’s worked just ONCE for someone else, it can work for you. The difference between you and them? They were focused.

这被称为“闪亮物体综合症”。如果你无法集中精力去修复一个不起作用的东西，你怎么能期望从零开始让另一个东西起作用呢？你不能。同样的事情会一遍又一遍地发生。你会从一个事情跳到另一个事情，最终一无所获。如果它对别人曾经起过一次作用，它也可以对你起作用。你和他们之间的区别是什么？他们是专注的。

I'm not telling you this because it's my opinion. I'm telling you this because it's what I've seen going from zero to over 8-figures. It's also what I've heard dozens of billionaires say, and more millionaires than I can count.

我告诉你这些不是因为这是我的观点，而是因为我从零到超过八位数的经历。这也是我听到数十位亿万富翁和无数百万富翁所说的。

So take your "Circle of Focus," and start deleting things. Pick the things that move the needle the most, find what works, and do more of that. Only do new things once the things you're working on are so refined that they are now boring to execute and easily managed by your staff.

所以，拿起你的“专注圈”，开始删除一些东西。选择那些最能推动进展的事情，找到有效的方法，并多做这些事情。只有在你正在做的事情已经非常完善，执行起来变得无聊并且容易被你的团队管理时，才去做新的事情。

I've seen people try to get an increase in traffic to their webinar by using a podcast. But at the same time, they haven't even finished their email sequence! It's madness!

我见过人们试图通过使用播客来增加他们网络研讨会的流量。但与此同时，他们甚至还没有完成他们的电子邮件序列！这简直是疯了！

“But Dan, I can multitask!"

“但是丹，我可以同时处理多项任务！”

I hate to break this to you, but multitasking is a lie.

我不想打击你，但多任务处理是个谎言。

Multitasking leads to a 40% decrease in productivity. This was determined by the The American Psychological Association.

多任务处理会导致生产力下降 40%。这是由美国心理协会确定的。

Billionaire Mike Cannon-Brookes has mentioned it was only when he gave up multitasking that he was able to be truly productive.

亿万富翁迈克·坎农-布鲁克斯提到，只有当他放弃多任务处理时，他才能够真正高效。

Do one thing at a time. Period.

一次只做一件事。就这样。

But in today's world, there are so many distractions. Social media, a tool that has made so many rich, has actually made many more poor.

但在当今世界，有太多的干扰。社交媒体，这个让许多人致富的工具，实际上也让更多人变得贫穷。

Want to stay focused? Delete distractions. Remove all social media apps from your phone. Buy a second phone if you must to promote on social media, and keep it locked in a drawer until you need it.

想要保持专注？删除干扰。从你的手机上移除所有社交媒体应用。如果必须在社交媒体上推广，可以买第二部手机，并将其锁在抽屉里，直到你需要它。

Don't read your email. Delete it from your phone. I haven't read mine in two years. My assistant sorts through it daily and lets me know if anything requires my attention. No assistant? Set aside a 30-minute block every day to read your email. Don't respond to everyone, only those that warrant a response.

不要读你的电子邮件。从你的手机上删除它。我已经两年没读我的邮件了。我的助手每天都会整理邮件，并让我知道是否有需要我关注的事情。没有助手？每天留出 30 分钟的时间来阅读你的邮件。不要回复所有人，只回复那些需要回复的人。

Stop agreeing to interviews, lunches, meetings, etc. They are a distraction.

停止同意参加采访、午餐、会议等。它们是一种干扰。

Jacqueline Leo, the former Vice President of Reader's Digest, who has also won more awards for media publishing than Tom Brady has in championship rings, said, "One look at an email can rob you of 15 minutes of focus. One call on your cell phone, one tweet, one instant message can destroy your schedule, forcing you to move meetings, or blow off really important things, like love, and friendship."¹²

杰奎琳·利奥，前《读者文摘》副总裁，她在媒体出版领域获得的奖项比汤姆·布雷迪的冠军戒指还多，她说：“看一眼电子邮件可能会让你失去 15 分钟的专注力。一个手机电话、一条推文、一条即时消息都可能破坏你的日程安排，迫使你推迟会议，或者忽略真正重要的事情，比如爱情和友谊。” ¹²

Mark Pincus, a billionaire and founder of the popular social video game Zynga, says, "not to accept speaking opportunities unless they directly benefit your customers or company. They are a waste of time."¹³

马克·平卡斯，亿万富翁，热门社交视频游戏 Zynga 的创始人，说：“不要接受演讲机会，除非它们直接对你的客户或公司有益。它们是在浪费时间。” ¹³

Have you ever heard of Lee Iacocca? He was the man that took Chrysler from almost closing the doors to one of the best years in its history. But after he had done this, he started spending a ton of time going on talk shows, TV shows, and doing interviews. Shortly thereafter, Chrysler's stock plunged.

你听说过李·艾柯卡吗？他是那个将克莱斯勒从几乎关门的状态带到其历史上最好年份之一的人。但在他完成这一壮举后，他开始花大量时间参加脱口秀、电视节目和采访。不久之后，克莱斯勒的股票暴跌。

Ego is a distraction.

自负是一种分心。

Og Mandino, an American author who has sold over 50 million books, said, "It is those who concentrate on but one thing at a time who advance in this world."

奥格·曼狄诺，一位销售超过 5000 万本书的美国作家，曾说过：“在这个世界上，只有那些一次只专注于一件事的人才能取得进步。”

The fewer things you have on your plate, the easier it will be to succeed at what's in front of you. Want to fail less? Do less. Focus more.

你盘子里的东西越少，就越容易成功。想要少失败吗？少做点事。多专注点。

Keep your "Circle of Focus" clean.

保持你的“关注圈”干净。

"Focus is a matter of deciding what things you're not going to do."

专注是决定你不去做哪些事情的问题。

— John Carmack

— 约翰·卡马克

SLAYING THE HATERS

击败那些讨厌的人

"To avoid criticism, do nothing, say nothing, be nothing."

为了避免批评，什么也不做，什么也不说，什么也不是。

— Elbert Hubbard

— 埃尔伯特·哈伯德

Whether you are doing something right or wrong, you will have haters. The only time you won't is if you do nothing at all.

无论你做的是对还是错，都会有人讨厌你。唯一不会有人讨厌你的时候，就是你什么都不做的时候。

If you say nothing, nobody can criticize you. If you do nothing, nobody can criticize you. However, if you say nothing and do nothing, you will be nothing.

如果你什么都不说，没有人可以批评你。如果你什么都不做，没有人可以批评你。然而，如果你什么都不说，什么都不做，你将一事无成。

Another great quote is by Matthew Stevenson: "You will never be criticized by someone doing more than you. You will be criticized by someone doing less."

另一个伟大的名言来自马修·史蒂文森：“你永远不会被比你做得更多的人批评。你会被比你做得更少的人批评。”

It's natural to be worried about criticism once you proclaim yourself an expert or an authority on a specific subject. I've had thousands of comments from people on social media saying horrible things about me. Every time I launch a new ad, there are always negative comments. I've even had someone send me a message that said, "I wish your baby died in the hospital."

一旦你宣称自己是某个特定领域的专家或权威，担心批评是很自然的。我在社交媒体上收到了成千上万条评论，人们说了很多关于我的可怕的话。每次我发布一个新广告，总会有负面评论。甚至有人给我发了一条消息，说：“我希望你的孩子在医院里死了。”

Yet, we have over 15,000 customers. That's 15,000 people that liked what I had to say. They liked it so much that they decided to give me their hard-earned money to hear more.

然而，我们有超过 15,000 名客户。这意味着有 15,000 人喜欢我所说的内容。他们非常喜欢，以至于决定用他们辛苦赚来的钱来听更多。

Aileen, one of my clients who is now a 7-figure earner, once asked me, "Dan, how do you deal with people saying bad things about you? I get so frustrated!"

艾琳，我的一位客户，现在是一位七位数的收入者，曾经问我：“丹，你如何处理别人说你的坏话？我感到非常沮丧！”

I then asked about her clients. I asked how many people's lives she had changed. She told me story after story of women she has helped grow their photography businesses.

然后我问了她的客户。我问她改变了多少人的生活。她给我讲了一个又一个关于她帮助女性发展摄影事业的故事。

So I said, "Whose opinion do you care about more? Those who made a passing judgment because they were bored? Or those who listened and had enough faith to pay you?"

所以我说：“你更在乎谁的意见？那些因为无聊而做出草率判断的人？还是那些倾听你并对你有足够信心愿意为你付费的人？”

"Point made," she replied.

“有道理，”她回答道。

Judge yourself not by what people say about you, but by how many pay you. I never look at Facebook comments as a measure of how well I am doing. I look at my sales.

不要以别人对你的评价来判断自己，而是以有多少人愿意为你付费来判断。我从不把 Facebook 评论作为衡量我表现的标准。我只看我的销售额。

If you are doing a lousy job, then people either won't buy at all or the people that do buy, will give you feedback. Trust me.

如果你做得不好，那么人们要么根本不会购买，要么购买的人会给你反馈。相信我。

I've never seen a negative comment, clicked on the person's profile, and read they were a billionaire. Usually, they are unemployed. Warren Buffet is not going to send me a message and say, "Dan, you suck."

我从未见过一条负面评论，点击那个人的个人资料，发现他们是亿万富翁。通常，他们都是失业的。沃伦·巴菲特不会给我发消息说：“丹，你太差劲了。”

Do not take what those people say and let it bother you because it makes no sense to let it aggravate you.

不要在意那些人说的话，也不要让它困扰你，因为让它激怒你是没有意义的。

Now, if someone says, "I think it's a scam because of this specific reason." Well, maybe you should pay attention to that and adjust your marketing if needed. That's an entirely different story.

现在，如果有人说，“我认为这是一个骗局，因为这个具体原因。” 那么，也许你应该注意这一点，并在需要时调整你的营销策略。那完全是另一回事。

But if things are selling, everything's going great, and people are criticizing you, sending you mean messages, then it doesn't matter!

但如果产品卖得很好，一切都很顺利，而人们却在批评你，给你发恶意信息，那就无所谓了！

If what other people said mattered, they wouldn't have time to say it.

如果别人说的话很重要，他们就不会有时间说这些话了。

But wait! What if it's YOU that is the one saying mean things about yourself? What if you have the dreaded "Imposter Syndrome"?

但是等等！如果是你自己在说自己的坏话呢？如果你有可怕的“冒名顶替综合症”呢？

In my opinion, the easiest way to get over "Imposter Syndrome" is to build things that matter.

在我看来，克服“冒名顶替综合症”最简单的方法就是做一些有意义的事情。

So if you say to yourself, "I can't do this because I have Imposter Syndrome." Well, the simple act of doing it is how you get over it. If you build something that matters, you won't have "Imposter Syndrome" because you'll have built something great.

所以如果你对自己说，“我不能做这件事，因为我有冒名顶替综合症。” 那么，简单的行动就是克服它的方法。如果你做了一些有意义的事情，你就不会有“冒名顶替综合症”，因为你会做出一些伟大的事情。

What if you have no credibility? First, you must realize that credibility is all about perception.

如果你没有可信度怎么办？首先，你必须意识到可信度完全是关于感知的。

Do you know what Christopher Nolan, Stanley Kubrick, Quentin Tarantino, and Steven Spielberg all have in common? They never went to film school.

你知道克里斯托弗·诺兰、斯坦利·库布里克、昆汀·塔伦蒂诺和史蒂文·斯皮尔伯格有什么共同点吗？他们从未上过电影学校。

If you build something that matters, that's credibility. If your students are getting results, that's credibility.

如果你构建了一些有意义的东西，那就是可信度。如果你的学生取得了成果，那就是可信度。

I read an article once about a guy that made a million dollars selling a course on how to make money on eBay. He only makes $500 a week from selling on eBay. People want that $500 a week, that's good enough for them, and he's able to teach them and get the results they desire. He made a promise, not a big one, but one that he can fulfill.

我曾经读过一篇文章，讲的是一个通过教授如何在 eBay 上赚钱的课程赚了一百万美元的人。他自己每周在 eBay 上只赚 500 美元。人们想要那每周 500 美元，这对他们来说已经足够好了，而他能够教他们并实现他们想要的结果。他做出了一个承诺，虽然不是很大的承诺，但他能够实现。

You don't have to be rich to teach a business course. You don't have to be Mr. Olympia to teach a fitness course. You don't have to be a famous actor to teach an acting course.

你不必富有才能教授商业课程。你不必是奥林匹亚先生才能教授健身课程。你不必是著名演员才能教授表演课程。

Credibility is about perception, and your only perception should be your students’ results.

可信度是关于感知的，而你唯一的感知应该是学生的成果。

"You are the worst pirate I've ever heard of!"

你是我听说过的最差的海盗！

"Ah, but you have heard of me!"

啊，但你听说过我！

— Captain Jack Sparrow

— 杰克·斯派洛船长

WHY PEOPLE DON’T BUY YOUR STUFF

为什么人们不买你的东西

Have you ever wondered why people don't buy your stuff?

你有没有想过为什么人们不买你的东西？

For seven years, I barely made a penny online. Then, out of nowhere, I became an overnight success.

七年来，我在网上几乎没赚到一分钱。然后，突然间，我一夜之间成功了。

People have asked me over the years what shift I made that created the difference. I never could really pinpoint it until I met Myron Golden.

多年来，人们问我是什么改变带来了不同。直到我遇到迈伦·戈尔登，我才真正找到了答案。

I was invited to speak at an event held in Orlando by another well-known internet entrepreneur, Dana Derricks. The event, like most, was structured to give amazing value to the crowd for three days, and then make an offer for a high-ticket program.

我被邀请在奥兰多举行的一个活动上发言，活动由另一位知名互联网企业家 Dana Derricks 举办。像大多数活动一样，这次活动的结构是为期三天为观众提供巨大的价值，然后提供一个高价项目的报价。

I arrived, thinking there would be a couple hundred people. To my surprise, there were only about 15. What I didn't realize? The tickets were $2,000 to attend! So the event was more of an intimate setting.

我到达时，以为会有几百人参加。令我惊讶的是，只有大约 15 人。我没有意识到的是，门票是 2000 美元！所以这次活动更像是一个亲密的场合。

I'm sure they made a decent profit on just ticket sales, but I knew they were going to make another offer at the end of the event. I remember thinking, "How is Dana going to make any money?!?! There are only 15 people here!"

我确信他们仅凭门票销售就赚了不少钱，但我知道他们会在活动结束时再提出一个报价。我记得当时在想，“Dana 怎么能赚到钱呢？！？！这里只有 15 个人！”

That was until I saw Myron speak—and generate $150,000 in sales in this tiny room of 15 people.

直到我看到 Myron 演讲——在这个只有 15 个人的小房间里，他创造了 15 万美元的销售额。

It was at that moment I knew I had to know this guy.

就在那一刻，我知道我必须认识这个人。

I introduced myself, and before I could get a word out, Myron started complimenting me on my speech. He was the nicest, most cordial person I had ever met in my life. When he spoke, he wasn't pushy; in fact, he was the furthest thing from a high-pressure salesman.

我自我介绍了一下，还没来得及说一句话，迈伦就开始称赞我的演讲。他是我一生中遇到的最友好、最热情的人。他说话时并不咄咄逼人；事实上，他完全不像那种高压推销员。

A few weeks later, I invited Myron to my home for dinner. We talked all night, and I told him my story. I told him how in the beginning, I spent money I didn't have on my business. I would eat ramen noodles all week, so I could instead spend my money on books, courses, and software. Once I had some success, I bought into multiple $30,000+ masterminds to further my knowledge.

几周后，我邀请迈伦来我家吃晚饭。我们聊了一整晚，我向他讲述了我的故事。我告诉他，一开始，我把没有的钱花在了我的生意上。我会整个星期都吃拉面，这样我就可以把钱花在书籍、课程和软件上。一旦我取得了一些成功，我就参加了多个价值超过 3 万美元的智囊团，以进一步扩展我的知识。

At one point, Myron said to me, "Do you know why you are successful?"

有一次，迈伦对我说：“你知道你为什么成功吗？”

"A lot of reasons, I guess, but do you see something I'm not seeing?"

我想有很多原因，但你是否看到了我没看到的东西？

Over the next 30 minutes, Myron enlightened me.

在接下来的 30 分钟里，迈伦让我明白了。

He pointed out the fact that I had spent hundreds of thousands of dollars on my own education. I wanted to build a huge business selling my advice online. Ironically, my road to success included paying a great deal to others for their advice.

他指出，我在自己的教育上花费了数十万美元。我想建立一个庞大的在线销售建议的业务。讽刺的是，我通往成功的道路包括为别人的建议支付大量费用。

He explained that successful entrepreneurs view spending money as investments. Unsuccessful entrepreneurs view spending money as an expense.

他解释说，成功的企业家将花钱视为投资。不成功的企业家将花钱视为开支。

You sell like you buy.

你卖东西的方式就像你买东西的方式。

If you can't bring yourself to pay a premium price for a solution to your problem, you will never be able to ask someone else to pay a premium price for your solution to their problem.

如果你无法让自己为解决问题支付高价，你也永远无法要求别人为你的解决方案支付高价。

There will be too much internal conflict. It will come through on your calls, your marketing, your emails—everything you put out.

内部冲突会太多。它会体现在你的电话、营销、电子邮件——你发布的一切内容中。

Remember that old adage, "You are your friends?" Well, it's true, and so is this next one. "You get what you are."

记住那句老话，“你是你的朋友？” 嗯，这是真的，下一句也是。“你得到的就是你本身。”

If you never invest in yourself, you will attract customers that never invest either. If you continuously invest in yourself, you will attract those that do the same.

如果你从不投资自己，你也会吸引那些从不投资的客户。如果你不断投资自己，你会吸引那些同样投资自己的人。

Myron really opened my eyes that night. Even though I had followed those principles, it was of great value to understand why.

那晚迈伦真的让我大开眼界。尽管我之前已经遵循了这些原则，但理解其中的原因非常有价值。

Here is a perfect example. When we started selling high-ticket, I had a massive problem with my sales team. Their close rates were low, and I was struggling to find time to review their calls and give them advice on how to improve.

这是一个完美的例子。当我们开始销售高价产品时，我的销售团队遇到了一个巨大的问题。他们的成交率很低，而我很难抽出时间审查他们的电话并给他们提供改进建议。

So I reached out to a friend of mine named Molly.

所以我联系了我的一个朋友莫莉。

Molly was running a high-ticket business selling a program on how to make money as a boudoir photographer, which was pretty cool considering boudoir photography can be much more lucrative than wedding photography. A fact I wasn’t aware of, but I can see why her program did so well!

莫莉经营着一项高价业务，销售一个关于如何作为闺房摄影师赚钱的课程，这非常酷，因为闺房摄影可能比婚礼摄影更有利可图。这是我之前不知道的事实，但我能理解为什么她的课程如此成功！

She had several salespeople that were crushing it, and she'd been doing this for a while.

她有几名销售员表现出色，而且她已经从事这项工作有一段时间了。

So I reached out to ask her if I could pay to have her review my sales team's calls and give them some advice.

于是我联系她，询问是否可以付费让她审查我的销售团队的电话，并给他们一些建议。

She declined, stating she didn't have the time. That was until I offered to pay her $1,000 per hour. Once she heard that, she gladly accepted.

她拒绝了，表示她没有时间。直到我提出每小时支付她 1000 美元。她听到这个后，欣然接受了。

At the same time, I reached out to one of the top salespeople that worked for a colleague of mine. I gave her the same offer.

与此同时，我联系了一位为我同事工作的顶级销售人员。我给了她同样的提议。

About $10,000 later, my sales team had received several videos through email going over their calls and giving them suggestions.

大约花费了 10,000 美元后，我的销售团队通过电子邮件收到了几段视频，回顾了他们的电话并给出了建议。

The very next week, their close rates spiked up dramatically.

就在接下来的一周，他们的成交率急剧上升。

We even closed an extra $50,000 in sales over the next two weeks. Compared to the month prior, we had increased our sales by $80,000 for that product.

我们甚至在接下来的两周内额外完成了 5 万美元的销售额。与上个月相比，我们该产品的销售额增加了 8 万美元。

So you could hear the story one of two ways. Either you hear it as, "Dan spent $10,000 just to have someone listen to some calls?"

所以你可以用两种方式听到这个故事。要么你听到的是，“丹花了 1 万美元只是为了有人听一些电话？”

Or you could hear it as, "Dan spent $10,000 to make $80,000 back, and he gets to make more money every month after that as well!"

或者你可以听到的是，“丹花了 1 万美元赚回了 8 万美元，而且他每个月还能赚更多的钱！”

I could never meet you and never speak to you. But, based on which story you chose above, I could tell you how likely you are to be a successful entrepreneur.

我可能从未见过你，也从未与你交谈过。但是，根据你选择的故事，我可以告诉你成为成功企业家的可能性有多大。

Tony Robbins said, "Find somebody that is successful at what you want to do, model what they are doing, and you will be successful."

托尼·罗宾斯说：“找到一个在你想要做的事情上成功的人，模仿他们的做法，你就会成功。”

While I agree with Tony, I prefer to speed things up a bit. You can try to figure out what someone else is doing, model them, and even copy them. But without seeing behind the scenes, you are missing 90% of the recipe.

虽然我同意托尼的观点，但我更喜欢加快一点速度。你可以尝试弄清楚别人在做什么，模仿他们，甚至复制他们。但如果没有看到幕后情况，你就错过了 90%的秘诀。

For example, one time I was testing a new strategy in my business that ended up not working out. It only lasted for about a week before we stopped using it because it was completely ineffective.

例如，有一次我在我的业务中测试一个新策略，结果没有成功。它只持续了大约一周，我们就停止使用它，因为它完全无效。

About a month later, I saw this guy charging $47 for a training on how to do what I was doing. He was claiming he had studied this strategy I was using and was able to reverse engineer it, breaking down each part of the strategy in vivid detail.

大约一个月后，我看到这个家伙以 47 美元的价格出售一个关于如何做我正在做的事情的培训。他声称他研究了我使用的策略，并能够逆向工程，详细分解了策略的每个部分。

For fun, I bought this guy’s training, and not only did he get most of what I did wrong, but the whole strategy didn’t work anyway. And he had sold hundreds of copies of this training! The whole time, he and his customers thought this strategy was effective, and it wasn’t. There is a reason we have the saying, "The blind leading the blind." This was a perfect example.

为了好玩，我买了这个家伙的培训，结果他不仅把我做的大部分事情都搞错了，而且整个策略根本不起作用。而且他已经卖出了数百份这个培训！整个过程中，他和他的客户都认为这个策略是有效的，但实际上并不是。这就是为什么我们有句谚语：“盲人领盲人。”这是一个完美的例子。

Do you see why it’s a terrible idea to try to copy someone without knowing what’s going on behind the scenes?

你明白为什么在不了解幕后情况的情况下试图模仿别人是个糟糕的主意吗？

There’s a better, faster way to model success.

有一种更好、更快的方式来模仿成功。

Find that successful person. Pay that person whatever they want to show you exactly how they are doing it.

找到那个成功的人。无论他们想要什么，都付给他们，让他们向你展示他们是如何做到的。

That's the fastest way to success.

这是通往成功的最快途径。

You can't buy love, but you can buy success.

你买不到爱情，但你可以买到成功。

THE MATRIX AND THE MARTIAN

黑客帝国与火星人

Have you ever seen the movie The Matrix?

你看过电影《黑客帝国》吗？

I'm sure you have. But in case you haven't, it was a movie about how everyone in the world is plugged into a computer simulation called "The Matrix." The real world is a barren wasteland full of human pods, harvesting our bodies for electricity while we sleep and live in this virtual world.

我相信你已经看过了。但如果你还没看过，这是一部关于世界上每个人都被连接到一个名为“矩阵”的计算机模拟中的电影。真实的世界是一个荒凉的废土，充满了人类的培养舱，在我们睡觉和生活在这个虚拟世界时，收割我们的身体以获取电力。

In the movie, there is a resistance group that unplugs people from the Matrix, rescuing them from the world they think is real.

在电影中，有一个抵抗组织将人们从矩阵中拔出来，将他们从他们认为真实的世界中解救出来。

When the movie begins, we find it centered around a new recruit named "Neo," played by Keanu Reeves. Neo is discovered to be "The Chosen One," or as they call him in the movie, "The One."

电影开始时，我们发现它围绕着一个名叫“尼奥”的新兵展开，由基努·里维斯扮演。尼奥被发现是“被选中的人”，或者像电影中称呼他的那样，“救世主”。

"The One" is supposed to have powers far-reaching beyond anyone else in the movie. Neo is essentially their Superman equivalent.

“救世主”应该拥有远超电影中其他人的力量。尼奥基本上是他们的超人等价物。

Everyone removed from the Matrix goes through a simulated training program. One of the simulations has recruits attempt to jump from one building to the next. This feat is impossible in the real world, but as long as you know how to manipulate your mind, it is doable in the Matrix.

每个从矩阵中移除的人都会经历一个模拟训练程序。其中一个模拟是让新兵尝试从一栋建筑跳到另一栋建筑。这一壮举在现实世界中是不可能的，但只要你懂得如何操控自己的思维，在矩阵中是可以做到的。

However, no one has ever made the first jump. Recruits always fall the first time, and it takes several attempts before they gain enough faith to make the jump.

然而，从未有人第一次就成功跳过去。新兵们第一次总是会掉下去，需要多次尝试才能获得足够的信心来完成这一跳跃。

Several members of the resistance group think that Neo will make the first jump because he is the chosen one.

抵抗组织的几名成员认为尼奥会第一个跳，因为他是被选中的人。

However, when Neo attempts his very first jump, like everyone else, he falls. Some members of the resistance think this is normal because everyone falls. Others think it means he might not be "The One."

然而，当尼奥尝试他的第一次跳跃时，像其他人一样，他摔倒了。一些抵抗组织的成员认为这是正常的，因为每个人都会摔倒。其他人则认为这可能意味着他可能不是“救世主”。

Spoiler alert! The prophecy is accurate, and Neo becomes "The One." He takes on hundreds of opponents at the same time, can fly, and even shows supernatural powers outside of the Matrix.

剧透警告！预言是准确的，尼奥成为了“救世主”。他同时对抗数百名对手，能够飞行，甚至在矩阵之外展示超自然力量。

Yet, even though he is the most powerful character in the story, he still falls in his first attempt.

然而，尽管他是故事中最强大的角色，他在第一次尝试中仍然失败了。

See, we all fall. Do you think Michael Jordan was amazing at shooting hoops the first time he touched a basketball? Do you think Tiger Woods could drive 300 yards the first time he picked up a golf club?

看，我们都会跌倒。你认为迈克尔·乔丹第一次碰篮球时就能投篮很准吗？你认为泰格·伍兹第一次拿起高尔夫球杆时就能打出 300 码吗？

You will not get this right the first time. No one ever has. Accept this as part of the process, and you'll get much farther much faster. Frustration is a byproduct of progress, just as being sore is a byproduct of working out. If you stop working out just because you get sore, you'll never get fit.

你第一次不会做对。从来没有人做到过。接受这是过程的一部分，你会更快地走得更远。挫折是进步的副产品，就像酸痛是锻炼的副产品一样。如果你因为酸痛而停止锻炼，你永远不会变得健康。

As we bring this book to its conclusion, you might be thinking...

当我们把这本书带到结尾时，你可能会想……

"This sounds hard."

这听起来很难。

Well, I'll be honest with you. Entrepreneurship can be hard. But so can working for a boss that doesn't appreciate you, 40 hours per week, for the rest of your life. That's harder.

好吧，我实话告诉你。创业可能会很艰难。但为一个不欣赏你的老板工作，每周 40 小时，持续一生，那更艰难。

Many have asked how I would summarize entrepreneurship. I didn't have a good answer until I saw the movie, The Martian with Matt Damon.

很多人问我如何总结创业。直到我看了马特·达蒙主演的电影《火星救援》后，我才有了一个好的答案。

In the movie, Matt Damon plays astronaut Mark Watney, whose specialty is botany.

在电影中，马特·达蒙饰演宇航员马克·沃特尼，他的专业是植物学。

Mark's team travels to Mars, and when they leave, something goes wrong, and he ends up getting stranded on Mars.

马克的团队前往火星，当他们离开时，出了些问题，他最终被困在火星上。

Because they only had a certain amount of fuel, the only way to rescue him was to go back to Earth, re-fuel, and come back to get him.

因为他们只有一定量的燃料，所以唯一的救援方法是返回地球，重新加油，然后再回来接他。

This predicament left him having to figure out how to survive on a barren desert planet for over a year.

这种困境让他不得不在一个荒凉的沙漠星球上生存超过一年。

Because Mark was a botanist, he was able to figure out how to generate enough moisture on Mars to grow potatoes. He rationed them out to consume just enough to keep himself alive. Multiple times, he faced problem after problem that seemed to guarantee his fate.

因为马克是一名植物学家，他能够想出如何在火星上产生足够的水分来种植土豆。他定量分配食物，只摄入足够维持生命的量。多次，他面临一个又一个看似注定他命运的问题。

As difficult as this sounds, he never gave up. He was able to stay alive until they rescued him and delivered him safely back to Earth. He weighed around 100 pounds when they rescued him, but he made it!

尽管这听起来很困难，但他从未放弃。他能够活到他们救出他并安全将他送回地球。他被救出时体重约为 100 磅，但他成功了！

At the end of the movie, we move forward a couple of decades in time. We see Mark teaching a group of aspiring astronauts.

在电影的结尾，我们向前推进了几十年的时间。我们看到马克正在教导一群有抱负的宇航员。

What he says to them will stick with me for the rest of my life.

他对他们说的话将伴随我一生。

"At some point, everything's gonna go south on you... everything's going to go south and you're going to say, this is it. This is how I end. Now you can either accept that, or you can get to work. That's all it is. You just begin. You do the math. You solve one problem... and you solve the next one... and then the next. And if you solve enough problems, you get to come home.."¹⁴

"在某个时刻，一切都会对你变得不利……一切都会变得不利，你会说，就是这样了。这就是我的结局。现在你要么接受它，要么开始工作。就是这样。你只需要开始。你计算一下。你解决一个问题……然后再解决下一个……接着再下一个。如果你解决了足够多的问题，你就能回家了。" ¹⁴

— Mark Watney, The Martian

— 马克·沃特尼，《火星救援》

When I heard that quote, my entire entrepreneurial journey made sense.

当我听到那句话时，我的整个创业旅程都变得有意义了。

When you begin your journey as an entrepreneur, you have a goal. As you move toward that goal, you are faced with problems.

当你开始创业之旅时，你有一个目标。当你朝着那个目标前进时，你会遇到问题。

If you get frustrated and stop solving problems, your business dies. But if you solve enough problems, you get to become a millionaire.

如果你因沮丧而停止解决问题，你的生意就会失败。但如果你解决了足够多的问题，你就有可能成为百万富翁。

YOUR FREE TICKET

您的免费门票

If there’s one thing I love to do, it’s teach people how to replicate my success. So, in addition to the short bonus training videos included in this book, I’ve also included a special one-hour training that shows you exactly how I grew a multi-million-dollar digital product business.

如果说有一件事我喜欢做，那就是教人们如何复制我的成功。因此，除了本书中包含的简短奖励培训视频外，我还特别包含了一个一小时的培训，向您展示我如何发展了一个价值数百万美元的数字产品业务。

If you enjoyed this book, you will love this training. It walks you through many of the strategies mentioned in this book in greater detail.

如果你喜欢这本书，你一定会喜欢这个培训。它会详细讲解书中提到的许多策略。

Visit DigitalMillionaireSecrets.com/ticket to watch that training now.

访问 DigitalMillionaireSecrets.com/ticket 立即观看该培训。

I can’t guarantee how long I will keep this training up as I do rotate and update training frequently. But for now, it’s there. I suggest you take advantage.

我不能保证我会保持这种训练多久，因为我经常轮换和更新训练。但目前它是存在的。我建议你利用这个机会。

DigitalMillionaireSecrets.com/ticket

HOW TO ACCESS YOUR BONUSES

如何访问您的奖励

Sprinkled throughout this book are several free bonuses. These are training videos hosted on our website to accompany the content in this book.

本书中散布着几个免费奖励。这些是托管在我们网站上的培训视频，以配合本书的内容。

You'll see the links to the videos included throughout the chapters; however, here is a list of each one mentioned in the book for quick reference.

你会在各章节中看到视频链接；不过，这里是书中提到的每个视频的快速参考列表。

How to Scale ANY Digital Product, Online Course, Mastermind, Coaching or Consulting Program, or High-Ticket Offer

如何扩展任何数字产品、在线课程、大师班、辅导或咨询项目，或高价产品

This one-hour training covers how we built a multi-million dollar education business. This training goes over many strategies mentioned in this book in greater detail.

这个一小时的培训涵盖了如何建立一个数百万美元的教育业务。本次培训详细介绍了本书中提到的许多策略。

Access at: DigitalMillionaireSecrets.com/ticket

访问地址：DigitalMillionaireSecrets.com/ticket

Our Webinar Script

我们的网络研讨会脚本

This video training covers our current webinar script and framework. We have used this script to generate over $10 million in sales, and more importantly, to show our clients how to convert their message into a sellable format. Many of our clients have made 7-figures with this script. Enjoy.

本视频培训涵盖了我们当前的网络研讨会脚本和框架。我们使用这个脚本已经产生了超过 1000 万美元的销售额，更重要的是，向我们的客户展示了如何将他们的信息转化为可销售的格式。许多客户通过这个脚本实现了七位数的收入。请尽情享受。

Access at: DigitalMillionaireSecrets.com/script

访问地址：DigitalMillionaireSecrets.com/script

Our On-Demand Webinar System

我们的按需网络研讨会系统

This video breaks down the current system and funnel we use to deliver our webinar to prospects and convert them to paying customers.

本视频详细介绍了我们目前用于向潜在客户提供网络研讨会并将其转化为付费客户的系统和漏斗。

Access at: DigitalMillionaireSecrets.com/system

访问地址：DigitalMillionaireSecrets.com/system

The Goldfish Rule In Action

金鱼法则的实际应用

This is a collection of several examples of our successful advertisements that follow The Goldfish Rule (getting to the point within nine seconds).

这是我们遵循金鱼法则（在九秒内切入主题）的几个成功广告示例的集合。

Access at: DigitalMillionaireSecrets.com/goldfish

访问地址：DigitalMillionaireSecrets.com/goldfish

High-Ticket Case Study

高价值案例研究

This is a video interview with one of our clients who transitioned from a low-ticket product to a high-ticket one, taking him from break-even to extremely profitable 6-figure months.

这是一段与我们客户的视频访谈，他从低价值产品转向高价值产品，使他从盈亏平衡转变为每月盈利六位数的极高利润。

Access at: DigitalMillionaireSecrets.com/andy

访问地址：DigitalMillionaireSecrets.com/andy

Client Results

客户成果

If you are curious about what kind of results one can expect from implementing our strategies, I’ve compiled some screenshots from just a few of our premium clients, celebrating their wins. Feel free to check these out to inspire you towards what’s possible.

如果你对实施我们的策略能带来什么样的结果感到好奇，我已经整理了一些来自我们高级客户的截图，庆祝他们的成功。欢迎查看这些内容，以激发你对可能性的期待。

Access at: DigitalMillionaireSecrets.com/success

访问地址：DigitalMillionaireSecrets.com/success

Beta Success

测试版成功

As mentioned in the book, many of our clients experience success by pre-selling a program before they create it. This is also known as a Beta Launch. I’ve compiled a few “Beta Success” examples from our clients.

正如书中所提到的，我们的许多客户通过在创建项目之前预先销售项目来取得成功。这也被称为测试版发布。我已经从我们的客户中整理了一些“测试版成功”的例子。

Access at: DigitalMillionaireSecrets.com/beta

访问地址：DigitalMillionaireSecrets.com/beta

SPEAK TO US

与我们交谈

If you would like some help from my team implementing the strategies in the book and ultimately growing your online education business, we’d like to invite you to speak to us.

如果您希望我的团队帮助您实施书中的策略，并最终发展您的在线教育业务，我们邀请您与我们交谈。

Head over to DigitalMillionaireSecrets.com/speak

前往 DigitalMillionaireSecrets.com/speak

There will be a short application asking a few questions about your business or your business idea. (So we can review them before the call).

将有一个简短的申请，询问一些关于您的业务或业务想法的问题。（以便我们在通话前进行审查）。

Answer the questions, and on the next page, you’ll see a calendar with a list of available dates and times for your call. Pick the one that works best for you.

回答问题后，在下一页，您将看到一个日历，上面列出了可用的通话日期和时间。选择最适合您的时间。

Once you have booked your time, the confirmation page will have some instructions on how to prepare for the call. Please review them thoroughly. Watch the video that breaks down what it looks like to work with us. Review the case studies from our clients. That way, when you get on the call, you will already have quite a few of your questions answered.

一旦您预订了时间，确认页面将提供一些关于如何准备通话的说明。请仔细阅读。观看视频，了解与我们合作的情况。查看我们客户的案例研究。这样，当您参加通话时，您已经回答了很多问题。

Once on the call, my office will take a look at what you are doing, identify the problems you’re having, and see if we can help. If we can help, we will show you what it looks like to work with us. You can then decide if you want to become one of our clients or not.

一旦接通电话，我的办公室将查看您正在做的事情，识别您遇到的问题，并看看我们是否能提供帮助。如果我们能帮助，我们将向您展示与我们合作的情况。然后您可以决定是否想成为我们的客户。

No pressure, but either way, you will get a lot of clarity out of this call.

没有压力，但无论如何，您将从这次通话中获得很多清晰的信息。

Visit DigitalMillionaireSecrets.com/speak to book your call today.

访问 DigitalMillionaireSecrets.com/speak 预约您的通话。

REFERENCES

参考文献

1. TJ McCue, “E Learning Climbing To $325 Billion By 2025 UF Canvas Absorb Schoology Moodle,” Forbes.com, July 31, 2018.

1. TJ McCue, “电子学习到 2025 年将攀升至 3250 亿美元 UF Canvas Absorb Schoology Moodle,” Forbes.com, 2018 年 7 月 31 日。

https://www.forbes.com/sites/tjmccue/2018/07/31/e-learning-climbing-to-325-billion-by-2025-uf-canvas-absorb-schoology-moodle/#639ddae83b39.

2. Mark Watney [from deleted scene], The Martian. 2015. Directed by Ridley Scott. Twentieth Century Fox, https://www.imdb.com/title/tt3659388/characters/nm0000354#quotes.

2. 马克·沃特尼 [来自删除场景], 《火星救援》。2015 年。导演：雷德利·斯科特。二十世纪福克斯, https://www.imdb.com/title/tt3659388/characters/nm0000354#quotes.

3. Sun Tzu, The Art of War, trans. Lionel Giles, first published 1910, (Los Angeles: Enhanced Media, 2017).

3. 孙子, 《孙子兵法》, 翻译：莱昂内尔·吉尔斯, 首次出版于 1910 年, (洛杉矶：增强媒体, 2017 年).

4. Russell Brunson, Expert Secrets: The Underground Playbook to Find Your Message, Build a Tribe, and Change the World, (New York: Morgan James, 2017), 88.

4. 拉塞尔·布朗森，《专家秘密：寻找你的信息、建立部落并改变世界的地下指南》，（纽约：摩根·詹姆斯，2017 年），88 页。

5. Justin Kazmark, “Kickstarter Before Kickstarter,” Kickstarter.com. July 18, 2013. https://www.kickstarter.com/blog/kickstarter-before-kickstarter?fbclid=IwAR0XPfyDpA_VGoT_yRzy7gbSt8sVXrN43rA7tZH-mwkDxHMr4GFVAnri0O0.

5. 贾斯汀·卡兹马克，“Kickstarter 之前的 Kickstarter”，Kickstarter.com，2013 年 7 月 18 日。https://www.kickstarter.com/blog/kickstarter-before-kickstarter?fbclid=IwAR0XPfyDpA_VGoT_yRzy7gbSt8sVXrN43rA7tZH-mwkDxHMr4GFVAnri0O0。

6. Steven James Snyder, “Kickstarter: The 50 Best Inventions of 2010,” Time.com, November 11, 2010. http://content.time.com/time/specials/packages/article/0,28804,2029497_2030652_2029823,00.html.

6. 史蒂文·詹姆斯·斯奈德，“Kickstarter：2010 年 50 项最佳发明”，Time.com，2010 年 11 月 11 日。http://content.time.com/time/specials/packages/article/0,28804,2029497_2030652_2029823,00.html。

7. Perry Chen, “Our Story,” Kickstarter.com. https://www.kickstarter.com/press?ref=about_subnav&fbclid=IwAR338uIOF4n6yVwYHy8-KbDKx8RrQiJQESQaqo3IAztAYnJTDuR23g7KzEs#the-full-story, accessed December 16, 2019.

7. 陈佩里，“我们的故事”，Kickstarter.com。https://www.kickstarter.com/press?ref=about_subnav&fbclid=IwAR338uIOF4n6yVwYHy8-KbDKx8RrQiJQESQaqo3IAztAYnJTDuR23g7KzEs#the-full-story，访问日期：2019 年 12 月 16 日。

8. Kickstarter, PBC. Kickstarter.com. https://www.kickstarter.com/help/stats?ref=press, accessed December 15, 2019.

8. Kickstarter, PBC. Kickstarter.com. https://www.kickstarter.com/help/stats?ref=press, 访问日期：2019 年 12 月 15 日。

9. Kevin McSpadden, “You Now Have a Shorter Attention Span Than a Goldfish,” Time.com, May 14, 2015. https://time.com/3858309/attention-spans-goldfish/.

9. 凯文·麦克斯帕登，“你现在比金鱼的注意力持续时间更短，”Time.com，2015 年 5 月 14 日。https://time.com/3858309/attention-spans-goldfish/。

10. Rainer Zitelmann, “What Focus Really Means: Learning From Bill Gates, Warren Buffett And Steve Jobs,” Forbes.com, October 28, 2019. https://www.forbes.com/sites/rainerzitelmann/2019/10/28/what-focus-really-means-learning-from-bill-gates-warren-buffett-and-steve-jobs/#586b634173fc.

10. 雷纳·齐特尔曼，“专注的真正含义：向比尔·盖茨、沃伦·巴菲特和史蒂夫·乔布斯学习，” Forbes.com，2019 年 10 月 28 日。https://www.forbes.com/sites/rainerzitelmann/2019/10/28/what-focus-really-means-learning-from-bill-gates-warren-buffett-and-steve-jobs/#586b634173fc。

11. Ibid.

11. 同上。

12. Jacqueline Leo Quotes. BrainyQuote.com, BrainyMedia Inc, 2019. https://www.brainyquote.com/quotes/jacqueline_leo_547986, accessed December 13, 2019.

12. 杰奎琳·利奥语录。BrainyQuote.com, BrainyMedia Inc, 2019. https://www.brainyquote.com/quotes/jacqueline_leo_547986, 访问于 2019 年 12 月 13 日。

13. Mark Pincus Quote. Will Chou, “How Self-made Billionaires Prioritize for Better Focus and Productivity,” Medium.com, February 9, 2016. https://medium.com/better-marketing/10-billionaire-productivity-hacks-that-will-save-you-years-of-time-3b2f14ceec8.

13. 马克·平卡斯语录。Will Chou, “自亿万富翁如何优先考虑以提高专注力和生产力,” Medium.com, 2016 年 2 月 9 日. https://medium.com/better-marketing/10-billionaire-productivity-hacks-that-will-save-you-years-of-time-3b2f14ceec8.

14. Mark Watney [last lines], The Martian. 2015. Directed by Ridley Scott. Twentieth Century Fox, https://www.imdb.com/title/tt3659388/characters/nm0000354#quotes.

14. 马克·沃特尼 [最后台词], 《火星救援》。2015 年。导演：雷德利·斯科特。二十世纪福克斯, https://www.imdb.com/title/tt3659388/characters/nm0000354#quotes.

ABOUT THE AUTHOR

关于作者

Dan Henry started his first company to pay his way through college. His first efforts, while only mildly successful, inspired him to drop out of college and pursue entrepreneurship full time.

丹·亨利创办了他的第一家公司来支付大学学费。他的最初努力虽然只取得了有限的成功，但激励他辍学并全职追求创业。

Since then, he has sold over $10 million of his own products online, grown a massive following, and has been featured in Forbes, Entrepreneur Magazine, Business Insider, and more.

从那时起，他已经在网上销售了超过 1000 万美元的自有产品，积累了大量的粉丝，并被《福布斯》、《企业家杂志》、《商业内幕》等媒体报道。

Dan took what he learned from this journey, founded GetClients.com, and helped thousands of entrepreneurs turn their dreams into reality. This includes being instrumental in the creation of several millionaires without VC funding, JV partnerships, and zero following.

丹从这段旅程中学到了经验，创立了 GetClients.com，并帮助了数千名企业家将他们的梦想变为现实。这包括在没有风险投资、合资伙伴关系和零粉丝的情况下，帮助创建了多位百万富翁。

His motto is, "Some people teach you what to do and how to do it. I teach you how to do it well."

他的座右铭是：“有些人教你做什么以及如何做。我教你如何做好。”