What to Post When You Run a Small Business

章节 1：小企业如何用内容打造品牌

📝 本节摘要：

本章讨论小企业通过真实、持续的内容创作建立个人品牌和商业护城河。Gary建议把经营过程、日常故事与行业经验公开分享，同时学习本地社交媒体广告，尤其是覆盖周边区域的 Facebook 广告，以提升客流、客单价和长期增长。

[原文] [Gary Vaynerchuk]: I believe the reason most of you struggle with social media content is because your content is selfish. Buy this home for me. Come to my open house. Like we—I said this 20 years ago at a real estate convention—be the PR agent or the mayor of the town you sell in. Let the world fall in love with you. If you're—how many people here are into golf? Raise your hands. Raise it. I think people here should make more golf content because I'm like, "Oh, I like golf. I like you." That's a good piece of content. Now I know you. Now I'm more interested in potentially buying from you when I see a house thing. When you look at—a lot of people DM me, "Gary V, I'm so pumped. I'll see you in Atlanta. I'll see you in Atlanta." I went on people's accounts. I

[译文] [Gary Vaynerchuk]: 我认为，你们大多数人在社交媒体内容上感到困难，是因为你们的内容太自我了。买我的房子。来参加我的开放日。就像——我20年前在一次房地产大会上说过——做你卖房所在城镇的公关代理人，或者市长。让全世界爱上你。比如，你们这里有多少人喜欢高尔夫？举手。把手举起来。我觉得这里的人应该多做一些高尔夫内容，因为我会想：“哦，我喜欢高尔夫。我喜欢你。”这就是一条不错的内容。现在我认识你了。等我看到你的房源时，就会更有兴趣考虑从你这里买房。你看，很多人给我发私信：“Gary V，我太激动了。亚特兰大见。亚特兰大见。”我就会点进他们的账号。我

[原文] [Gary Vaynerchuk]: like to be prepared for these talks. Every post out of your mouth is, "Here's a picture of the listing. Buy from me."

[译文] [Gary Vaynerchuk]: 我喜欢为这些演讲做准备。结果你每条发出来的内容都是：“这是房源照片。来买我的房。”

[原文] [Speaker B]: Let's say you owned a laundromat, because I'm into those things. So, let's say you owned one laundromat and you had to start your entire empire from one laundromat today. Like, what would you do? What would be the playbook?

[译文] [Speaker B]: 假设你拥有一家自助洗衣店，因为我对这类事情很感兴趣。假设今天你只有一家洗衣店，要从这家店开始建立整个商业帝国。你会怎么做？你的行动指南是什么？

[原文] [Gary Vaynerchuk]: Content. Yeah, you know, because you and I are part of a breed that admires a single laundromat owner. And I think you have really done a good job of tapping into something that I think is black and white, which, you know, we talked about the last time we hung. Like, this whole—whether you call it micro PE or just practical business. Obviously, Main Street is the way you think about it. I think there's a huge opportunity for a lot of those people to build a brand. In fact, that's what I did. I built my brand. I am that person. I didn't even own the business. It was my dad's business. I was the person who built it, but my original content as Gary V, after five years—or during the five years—of doing the Wine Show, my original first-ever thoughts about business and

[译文] [Gary Vaynerchuk]: 内容。你知道，因为你和我属于同一类人：我们都欣赏一个只有一家店的洗衣店老板。我觉得你非常善于抓住一个我认为黑白分明的领域。就像我们上次见面时聊到的，无论你把它叫作微型私募股权，还是务实型生意。显然，你考虑的是主街经济。我认为，很多这样的经营者都有巨大的机会去打造品牌。事实上，我就是这么做的。我建立了自己的品牌。我就是那个人。我甚至不拥有那家公司，那是我父亲的生意。我是建立品牌的人。不过，我以 Gary V 的身份创作的最初内容，是在做《葡萄酒秀》的五年之后——或者说那五年期间——我第一次分享的关于商业、

[原文] [Gary Vaynerchuk]: life, and perspectives were literally out of a liquor store, one store. And I built my brand. I could have easily, if that's what I wanted, opened up 10 more stores, did micro M&A, and I would have built a very substantial franchise or independently owned multi-unit business, which would be worth a lot of money, and in today's environment would be a very attractive PE acquisition, as every small business is going to get consolidated, it feels like, these days. So, I really—the number one thing I would do is get into content for two reasons. One, if you're capable of building your personal brand, I do believe it is a moat. I've always believed that it was the moat. I've talked about it for 15 years, that it's the moat. It is the one true asset that doesn't get commoditized even in an AI world. You still have your

[译文] [Gary Vaynerchuk]: 生活和观点，实际上全都来自一家酒类商店，就是一家店。我建立了自己的品牌。如果我愿意，本来完全可以再开10家店，做一些微型并购，建立一个相当可观的连锁或独立经营的多店业务。那会非常值钱，而在如今的环境下，也会成为非常有吸引力的私募股权收购标的，因为现在感觉所有小企业都会被整合。所以，我真正会做的第一件事，就是开始做内容，原因有两个。第一，如果你有能力建立个人品牌，我确实相信它是一条护城河。我一直认为它就是护城河。15年来我一直在说，它是护城河。即使在人工智能时代，它仍然是唯一不会被商品化的真正资产。你仍然拥有自己的

[原文] [Gary Vaynerchuk]: IP, it's your copyright, it's you. Two, if you learn to be a content creator, the other thing that worked with me—and this was hand in hand, and this is what I want for this person—is you can start getting good at running ads and doing content for your business, too. So, in my brain, what I'm dreaming up right now is Sally's building up her—she's like, "I did this. This is how I bootstrapped it, or how I inherited it, or whatever's real. Here's what I'm doing, da-da-da-da-da. Here's my day-to-day troubles. Here's how I think about it."

[译文] [Gary Vaynerchuk]: 知识产权，那是你的版权，那就是你本人。第二，如果你学会成为内容创作者，另一件对我有用的事——而且这两者是相辅相成的，也是我希望这个人做到的——就是你也可以开始擅长为自己的企业投广告、做内容。所以，我现在脑海里构想的是，Sally 正在建立自己的品牌。她会说：“这是我做的。这就是我如何白手起家，或者如何继承这家店，或者真实情况到底是什么。这是我正在做的事，等等。这是我每天遇到的麻烦。这是我的思考方式。”

[原文] [Gary Vaynerchuk]: Oh my God, coins—when people stopped having change on them, we had to put in these, you know, swipe-your-credit-card—or, you know, just the battle stories of that business. But also, what she will learn in the story that I'm telling is she'll learn what really every—and, by the way, I know a lot of small businesses listen, so let me give it to you very straight—disproportionately, the biggest opportunity to grow your business, traffic to your business, average receipt size, is to run—if you're a local business that people come to—is to run 10-mile-radius Facebook ads.

[译文] [Gary Vaynerchuk]: 天哪，硬币——当人们身上不再带零钱时，我们就不得不装上这种刷信用卡的设备。你知道，就是讲述这家企业一路走来的各种战斗故事。但在我讲的这个故事里，她还会学到一个每家企业真正都应该知道的东西——顺便说一句，我知道有很多小企业在听，所以我把话说得直接一点：对一家企业来说，提升生意、客流和平均客单价的最大机会，往往是投放广告。如果你是一家需要顾客到店的本地企业，就投放覆盖周边10英里范围的 Facebook 广告。

[原文] [Gary Vaynerchuk]: And so, Sally, in this journey of building up Sally, the laundromat entrepreneur, would also start to learn how to be good at these things, which she would then be able to use to run ads to her business. Advertising matters. It's always mattered, and it will always matter. And so, content.

[译文] [Gary Vaynerchuk]: 所以，在打造“洗衣店创业者 Sally”这个品牌的过程中，Sally 也会开始学习如何做好这些事情，然后把这些能力用于为自己的企业投放广告。广告很重要，一直都重要，而且永远都会重要。所以，还是内容。

[原文] [Speaker B]: You know what's so interesting, too? In your story, I remember looking back at those old videos of you in your wine business. And today, everybody wants to have a set, right? We're on a borrowed set. This one is a wine—but, you know, they want to have this fancy set. But you know what the sickest set is today? You're actually at a laundromat.

[译文] [Speaker B]: 你知道还有什么特别有意思吗？在你的故事里，我记得回头看过你当年做葡萄酒生意时拍的那些视频。如今大家都想要一个布景，对吧？我们现在就在一个借来的布景里。这个布景是葡萄酒主题的——但大家都想要那种漂亮、豪华的布景。可你知道现在最酷的布景是什么吗？就是你真的身处一家自助洗衣店。

[原文] [Gary Vaynerchuk]: I think so.

[译文] [Gary Vaynerchuk]: 我也这么认为。

[原文] [Speaker B]: You know, because it's show, don't tell. It's like, "No, no, I own this. I'm not—there's no fluorescent lights here. Watch me do this. You don't think I own it? Look, I'm right here."

[译文] [Speaker B]: 因为这就是“展示，而不是告诉”。你可以说：“不，不，这家店是我的。我不是——这里没有演播室的荧光灯。看着我做。如果你不相信这是我的店？看，我就在这里。”

[原文] [Gary Vaynerchuk]: I believe the best studio in the world is the world. I tell my clients, which are mainly Fortune 500 companies, I'm like, "Look, let's make content at stores, in parking lots, at festivals." I genuinely believe that. I've always believed that. I was honestly the Pied Piper in 2009, 2010, 2011, 2012 of no production value. Wine Library TV didn't even have a mic. No lighting. No lighting, no mic. Literally whatever the camera picked up. And so, yeah, I agree with you. I think that store-as-studio is a big idea.

[译文] [Gary Vaynerchuk]: 我相信，世界上最好的摄影棚就是这个世界本身。我告诉我的客户——他们主要是《财富》500强企业——“听着，我们就在商店、停车场和节庆活动现场做内容。”我是真心这么相信的，而且一直都这么相信。2009、2010、2011、2012年，我确实是“零制作价值”理念的引领者。《葡萄酒图书馆电视》甚至连麦克风都没有。没有灯光。没有灯光，也没有麦克风。镜头拍到什么就是什么。所以，是的，我同意你的看法。我认为，把店铺当作摄影棚是一个很重要的理念。