- 页码：第168页 2018-03-26 23:19:13
So build an audience. Speak, write, blog, tweet, make videos—whatever. Share information that’s valuable and you’ll slowly but surely build a loyal audience. Then when you need to get the word out, the right people will already be listening.
Letting people behind the curtain changes your relationship with them. They’ll feel a bond with you and see you as human beings instead of a faceless company. They’ll see the sweat and effort that goes into what you sell. They’ll develop a deeper level of understanding and appreciation for what you do.
“Don’t be afraid to show your flaws. Imperfections are real and people respond to real. It’s why we like real flowers that wilt, not perfect plastic ones that never change. Don’t worry about how you’re supposed to sound and how you’re supposed to act. Show the world what you’re really like, warts and all.”
“So talk like you really talk. Reveal things that others are unwilling to discuss. Be upfront about your shortcomings. Show the latest version of what you’re working on, even if you’re not done yet. It’s OK if it’s not perfect. ”
“Bakeries, restaurants, and ice cream shops have done this successfully for years. Car dealers let you test-drive cars before buying them. Software firms are also getting on board, with free trials or limited-use versions. How many other industries could benefit from the drug-dealer model?
Don’t be afraid to give a little away for free—as long as you’ve got something else to sell. Be confident in what you’re offering. You should know that people will come back for more. If you’re not confident about that, you haven’t created a strong enough product.
“Start building your audience today. Start getting people interested in what you have to say. And then keep at it. In a few years, you too will get to chuckle when people discuss your “overnight” success.”
“There are always new faces around, so everyone is unfailingly polite. Everyone tries to avoid any conflict or drama. No one says, “This idea sucks.” People appease instead of challenge.”
“So hire slowly. It’s the only way to avoid winding up at a cocktail party of strangers.
“How long someone’s been doing it is overrated. What matters is how well they’ve been doing it.
“Optimize for now and worry about the future later.”
“ So pay attention to today and worry about later when it gets here. Otherwise you’ll waste energy, time, and money fixating on problems that may never materialize.”
“There’s nothing wrong with sounding your own size. Being honest about who you are is smart business, too. Language is often your first impression—why start it off with a lie? Don’t be afraid to be you.”
“That applies to the language you use everywhere—in e-mail, packaging, interviews, blog posts, presentations, etc. Talk to customers the way you would to friends. Explain things as if you were sitting next to them. Avoid jargon or any sort of corporate-speak.”
“Write to be read, don’t write just to write. Whenever you write something, read it out loud. Does it sound the way it would if you were actually talking to someone? If not, how can you make it more conversational?
Who said writing needs to be formal? Who said you have to strip away your personality when putting words on paper? Forget rules. Communicate!
And when you’re writing, don’t think about all the people who may read your words. Think of one person. Then write for that one person. ”
“We all have ideas. Ideas are immortal. They last forever.
What doesn’t last forever is inspiration. Inspiration is like fresh fruit or milk: It has an expiration date.
If you want to do something, you’ve got to do it now. You can’t put it on a shelf and wait two months to get around to it. You can’t just say you’ll do it later. Later, you won’t be pumped up about it anymore.
If you’re inspired on a Friday, swear off the weekend and dive into the project. When you’re high on inspiration, you can get two weeks of work done in twenty-four hours. Inspiration is a time machine in that way.”
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