群利营销

前记：这是seobook作者的大作！原文链接：http://www.seobook.com/introducing-icons-internet-marketing

群利营销策划对本文的引用，保留原文所有链接！

群利计划分步骤将本文进行翻译！

中英文对照！

过程可能漫长，希望能够和大家共享！

双语版链接：http://www.qunli.net/blog/post/104.html 转载请保留此链接，以尊重原作者及翻译者的劳动！

If you build it, they will come. The web is full of people looking for your product. Maybe, but if it were that easy, competition would saturate the field, increasing the effort and investment required to compete. Building a real business is hard work

如果你建了一个网站，人们会来访问。互联网上充满了寻找产品的人们。可能是这样子吧！

但是，如果真的这么简单，网络营销势必会充满竞争，激烈的竞争导致努力加倍，以至于最后相当辛苦！

其实，建立网上生意是一件辛苦的事情！

People are sitting at their computers right now. But they are not waiting for you. You have to research the market, know who your potential customers are, and appeal to THEIR interests, THEIR passions, and THEIR biases.

人们就在电脑前，但是他们并不是在等你！

你必须研究市场，调查你的潜在客户，并满足他们的需求，他们的情感以及他们的偏见！

Many scammers sell a one size fits all marketing system based on arbitraging a sliver of opportunity (one which is usually already closed BEFORE their info-product hits the market), selling it to dreamers who think that other people are dumb enough to give away the golden goose for $37. But nobody is going to sell you the key to success. You have to earn it.

很多骗子都在卖早已失效的“万能药”给那些梦想成功的人们，卖给那些认为别人会傻到把自己的“点石成金的手指”送给自己的人们。

没有人能够卖给你成功的钥匙，

你必须自己去争取！

Some people think that they Google will send them a lot of traffic, and if only they had that traffic, they would make a lot of money. But it is usually the other way around. Bob Massa put it most eloquently when he said "search engines follow people." So rather than waiting for Google to roll out the red carpet for you, it is best to start making connections. SEO is an ongoing process.

很多人认为google会给自己的网站带来很多流量，并且认为有了流量后就会挣很多钱。

但是，现实往往相反！Bob Massa非常坚定地宣称：搜索引擎随人而动，而不是人们在引导搜索引擎。

预期等着google给你铺上红地毯，不如现在就开始为自己的成功做准备，广泛交际。

seo是个长期的过程！

Which means to capture lasting Google rankings, you have to be where the people are. Some connections can be bought, but only some limited number before the investment strategy grows risky. And established market players likely have a bigger budget, a higher customer value, and more cashflow than a person just starting out does. Outspending is a very expensive way to try to catch up.

也就是说，要取得好的google排名，你需要到人多的地方（特指网上）去！有些关系是可以买来的，但是买来的一般都不会有太好的效果，并且往往会有负面作用。和个人草根相比，一些有实力的市场玩家往往有比较雄厚的预算基础，比较高的顾客价值以及更多的现金流。但是烧钱以取得好的成效是非常昂贵的做法！

You can try to fight the algorithm, but no matter how well you learn "the algorithm" you can't defeat it on your own if you are trying to build a lasting website and a strong business.

你可以试着去“搞定”算法，但是不管你对算法多么了解，如果你想建立一个持续的强有力的网上生意的话，你不可能靠自己一个人取得成功！

Which means to capture lasting Google rankings, you have to be where the people are. But there is a problem with that. Whenever you start out in a new field you are the outsider - everyone else is in their own little clique, and you somehow have to work yourself into that social group.

也就是说，你必须到人多的地方去。但是有个问题，那就是不论何时，你到一个新的领域，你都是个陌生人。每个人都在忙着打理自己的一亩三分地，所以要融入这个圈子，你必须自己得付出努力！

The obvious way to do that is to be loud and be proud.

一个非常显著的做法去进入一个圈子就是在圈子里面要“嗓门大，姿态高”。

But if you are known to talk out of turn and share falsehoods people think of you as a big mouth annoying spammer. You are The Tragedy of The Commons that most people are trying to avoid.

但是如果你总是说些不着调的言论，并且和大家分享的都是些错误的东西的话，大家会认为你是个散布垃圾的大嘴巴。人们都会对你敬而远之！

Few people need more spam in their lives, and communities are protective of their members

没人喜欢垃圾信息，并且社区对他们的会员也是有保护措施的。

There are a lot of egos in the internet marketing field. But the truth is nobody cares if you think you are superhero. The market for something to believe in is infinite, but ego is a turn off.

在互联网市场上有很多的“高傲分子”。但是如果你认为自己是超级英雄的话，没有人会在意的。人们相信的是市场的无限性，自大和高傲是人们所不屑的。

If you capture attention through acting like a jerk, nobody will buy from you and people will spit in your face. Success breeds hate... just ask Mike Arrington:

如果你靠扮演混蛋的角色来吸引注意力的话，没有人会买你的帐，并且人们会向把口水吐到你脸上。成功带来仇恨，这一点你可以问问Mike Arrington:

I draw the line at being spat on. It’s one step away from something far more violent.

当我被唾骂的时候，我就停止行动了。被唾骂离暴力已经不远了。

Something very few people know: last year over the summer an off balance individual threatened to kill me and my family. He wasn’t very stealthy about it - he called our office number, sent me emails and even posted threats on his blog, so it wasn’t hard to determine who he was. The threats were, in the opinion of security experts we consulted, serious. The individual has a felony record and owns a gun

很少有人知道这件事：去年夏天一个心态失衡的家伙威胁要杀掉我和我的家人。他对此相当明目张胆——他拨打我们的办公电话，给我发邮件甚至在他的博客上写明对我的威胁之词。所以，判断这个人是谁很容易。通过向安全专家咨询，他对我们的威胁是真的，这个家伙有一把手枪并有不良的犯罪记录！

Everyone makes mistakes and everyone is hypocritical. How you treat others helps determine how they treat you when bad news comes out about you or you have a rough patch. If you act like a wanker, eventually it comes back to you.

人人都会犯错，人人都是伪善的。你怎么对待别人，别人就会在你不幸的时候怎么对待你！如果你对人不敬，最终你会自食其果！

They will only buy from you if they think you can help solve their problems. So the key to climbing the ladder of success is to appeal to their interests.

如果他们认为你可以帮助他们解决问题，他们就会买你的帐！所以，向成功攀登的秘诀就是找到他们的兴趣点！

One of the easiest ways to do this is to build from your passions. It doesn't matter if you are into bow and arrow or space exploration. There is a market of other people with similar interests.

让别人买单最简单的办法就是从你的兴趣出发！不管你对拉弓射箭感兴趣还是对太空探索感兴趣，你都会找到拥有同样兴趣的市场人群。

If you are unsure where to start from, start a blog and write it as though nobody is reading. Build a few links for it and hopefully over time it will start drawing readers.

如果你不知道从而入手，那就开始一个博客，写一些东西，就当没人回去阅读。

然后做几个链接，慢慢地就会有人开始订阅你的博客了。

The trick here is to not be boring. You usually can't succeed just by following someone else. Too many people try that. You can draw inspiration from others, and apply those concepts to other markets, but if you do something that already exists it is not remarkable. Investing in being boring is not a winning strategy in a citation based economy.

吸引别人的方法就是：别太乏味！跟在别人的后面模仿别人往往是不会成功的。很多人试图追随别人。 你可以从别人哪里获取灵感，并将它们的模式复制到其它的市场中去，但是如果你做一些已经存在了的事情，那就不太妙了！把时间花在乏味的事情上面，在这个大量同质化的经济实体中，绝对不是一个能赢的策略!

Do a lot of research on your market, and share information in new and useful formats.

多做些调查研究，并以新颖有用的方式分享这些研究结果！

Some of the best ideas come from personal pain. Find problems in the marketplace and evolve the model.

一些绝妙的想法创意来自于个人生活中的痛苦经历。找到市场中存在的问题并且解决这些问题！

You can't win the game unless you change the rules. Fill in the puzzle pieces by making your content accessible and improving usability.

如果你不改变游戏规则的话，你不可能赢得这场游戏。让你的内容容易被找到，并且切实有用，以此来进行这场游戏。

The best person is not usually the person who wins. The person who wins is the best at connecting with others, and getting people talking about them. Markets are conversations.

获胜者往往不是最牛的人，而是最善于与别人进行交际沟通的人，这种人能够让自己成为别人的话题。

市场就是交谈！

People want to be where other people are. People want to like what other people like. Success online is, in part, a game of popularity.

人们喜欢聚在一起，人们容易喜欢别人喜欢的东西。某种程度上来说，网上的成功是一种有关“流行”的游戏。

Be active online and offline within your community.

在你的圈子中，在线上和线下保持活跃！

Buy exposure by giving stuff away.

通过赠予来获得曝光度。

Be known as the person with the big heart.

做一个大度的人！

You only need 1,000 true fans to be successful. Years ago my mentor said:

要成功，你只需要一千个粉丝就行了。多年前，我妈妈说：

I think the best brands, the best sites have a large portion of their founders personality in them. Never be afraid to be yourself, after all there are 1/2 billion people on the www, not all of them have to agree with you. Concentrate on the ones that share your views, concentrate on making their experience the very best it can be, the rest forget them.

我认为，最好的品牌，最好的网站有很大一部分是有其创始人的个人性格在里面的。不要害怕做你自己。毕竟，有五亿人在网上，不必每个人都认同你！集中在那些认同你的人们身上，专注于为他们提供最好的感受和体验。至于其余人，把他们忘掉！

Or to put it another way, the best sites say - this is what we do, this is how we do it, if you don't like it go somewhere else.

换个说法：最好的网站往往传递着一种意思：这就是我，这就是我的做事方式，如果你不喜欢，去别的地方好了！

Winning is not just about ranking. Even if people can find you, they still have to trust you enough to buy from you. With so much free content online, selling content is not easy.

取得排名并不算胜利！即便是人们通过排名找到你，他们还需要对你充分信任，从而才会买你的东西。

在网上有这么多免费的东西，要卖内容不是一件容易的事情！

Conversion (and brand building) are not a single event, where you cross the chasm.

成交客户并建立品牌不是单一的事情，不可一蹴而就！

They are a series of small steps you take each day.

而是一些列的你需要每天进步一点点的事情！

Find the people who resonate with you, and keep moving them toward conversion.

找到能够和你互动共鸣的人，慢慢地转化他们就行了。

Many of them will shop.

他们中的大部分不接受转化，没有进一步的行动。

And a few of them will buy.

其中一小部分会购买。

People do not buy when they feel something is a fair price. An economic exchange only occurs when there is a perceived double inequality of value. So people have to think your products and services are worth more than their price to want to buy from you.

人们发现某个东西价格合理的时候人们是不会购买的。购买只发生在人们认为某个东西物超所值。所以，你需要让人们认为你的东西超过他们付给你的价钱，他们才会向你购买！

It is not easy to become the winner in a saturated marketplace. You have to help a lot of people out.

在一个饱和的市场要想取得成功并不容易。你需要给很多人提供有价值的帮助！

You need others to feel invested in your brand. You need them to want to tell others about your brand.

你需要让别人对你的品牌感兴趣并且乐意向别人传递你的品牌！

This is especially hard to do in saturated markets when most people are selfish, lazy, uninformed and impatient. Which is why publishers often need to buy testimonials through the use of giveaways and contests.

这在人们自私、懒惰、闭塞并且缺少耐心的时候，尤其困难！所以很多人通过免费或竞赛的方式获得客户见证！

Some people view markets as a hierarchy, but they actually operate more like this - with a bit of chaos.

一些人认为市场是分阶级的，通常他们表现得会更激进一些，并且会有些吵吵闹闹。

See that orange guy at the bottom center with his head firmly planted in the rectum of the green guy above him? That is one way up the ladder of success. The yellow guy just below the top rung has a different technique. A few are working together, but many are fighting for exposure.

看到那个最底层中间的那个桔色的小人了吗？他的头部稳稳地放在上面绿色小人的屁股下面。这是一种通向成功的方法！

再看那个第二阶梯的黄色小人儿，他的策略完全不同。

有些人协同努力，以获得成功。

有些人彼此打破头，为了争取更多的曝光率！

Markets can be nasty, unfair, and unjust. They typically are, which is why you need to use marketing to tell your story. When you start growing there will be blow back from some of the people who came before you, who are afraid that you are going to take their market position.

市场可能不尽人意，不公平公正。市场往往就是如此！正因为如此，你才需要运用市场营销策略来告知别人你的故事！当你开始成长的时候，比你强大并害怕你后来居上的那些人会开始打击你！

You can only help so many people before you run out of hours in the day.

在你把时间花完的那一天，你需要帮助非常多的人！< 不太通顺：（>

Maintaining (and growing) your brand and social network while running into a scarcity of time and attention is a bit like juggling - not an easy task. You have to create automated mechanisms to qualify and filter.

在有限的时间和精力中要稳定并巩固你的品牌，就像耍杂技一样，并不是一件容易的事情！你必须建立自动适应和过滤机制！

After a few years of good moves you can end up a winner in your marketplace.

通过几年的努力之后，你最终将成为行业的赢家！

Hopefully there is still enough profit potential in it to make it worth that arduous investment, not for the least of reasons because competition is coming soon :)

希望到时候仍然会有足够的利润空间以使所付出的艰辛努力能够取得回报！（not for the least of reasons）因为竞争马上就要到来！

尾注：经历了四次，终于将全文翻译完毕。其中有两到三处，笔者并不是很明白其中的意思，故只能暂时保留！希望能看明白的朋友给予补充！

如需转载，请保留此链接：http://www.qunli.net/blog/post/104.html 以尊重原作者及笔者的劳动！

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