你可能从未读过的最重要的博文

anitacomeon
这篇文章很长，你可能不会往下读。对留下来读的半数读者我想说，你们当中也只有不到1%的人能读到最后，所以如果你做不到，请不要浪费时间。因为这篇文章的价值只有在通读全篇后才能领略，不能泛泛浏览。好，对于最终能留下来读的为数不多的人，我首先想说：“你好！”然后我还想告诉你：“这篇文章将跟你读过的99%的关于博客的文章意见相左。
The Most Important Blog Post You’ll Probably Never Read 你可能从未读过的最重要的博文
Written by Glen Allsopp作者：格伦.奥尔索普
This blog post is quite long so you probably shouldn’t read it. To the 50% of visitors who are still with me, I’ll say now that less than 1% of you will get to the end so you may as well leave now. The value here is in reading the whole post; not in skimming. Now that we’re left with just a few people, let me say first say “Hey” and secondly say “This blog post will go against 99% of the things you’ve ever read about blogging.”这篇文章很长，你可能不会往下读。对留下来读的半数读者我想说，你们当中也只有不到1%的人能读到最后，所以如果你做不到，请不要浪费时间。因为这篇文章的价值只有在通读全篇后才能领略，不能泛泛浏览。好，对于最终能留下来读的为数不多的人，我首先想说：“你好！”然后我还想告诉你：“这篇文章将跟你读过的99%的关于博客的文章意见相左。
I’m going to be controversial and I might even upset a few people. I’m not being controversial for the sake of controversy and I’ve been told I’m actually quite a nice guy. I’m simply telling the truth, and giving you the real state of the blogosphere for no other reason than it’s about time something like this was said.我将提出一些跟别人不太一样的观点，甚至有些会颠覆你原来的观点。但我不是为了争论而争论，而且事实上我被认为是一个非常和善的人。我只是想告诉你事实，告诉你博客圈的真实状况，不为别的，只是像文章中提到的这些内容是时候该让人们知道了。
Helping You Make Money Is What Makes Money
Brian Clark (a big inspiration of mine) is the owner of one of the biggest blogs in the world,Copyblogger. His site made over $3.5m in 2009 and it will probably make more in 2010. He made that money by teaching you how to make more money through courses like Teaching Sells and through selling Wordpress themes like Thesis.
教你怎样赚钱就是在赚钱
Brian Clark（给我激励的人）是世界上最大的博客网站之一 Copyblogger的主人。这个网站2009年赢利3.5百万美元，今年将会更多。他是通过教你怎样赚钱而赚钱的，像一些教你怎样销售的课程和关于博客平台的一些知识。
He’ll even throw the odd affiliate link into his tweets. I really like Brian and he deserves his success, but he makes money by teaching you how to make money. It’s not a good thing or a bad thing; I just want you to be aware of it.他还会把一些链接连到他的微博上。我真的很喜欢他，他应该得到这样的成功，但他只是教你怎样成功。对于这种方法是好是坏我们不予评价，我只是希望你知道还有这样的方法。
Steve Pavlina is the biggest personal development blogger in the world. He writes some of the best articles I’ve ever read on topics like productivity and motivation, but he also makes money by teaching you how to make money. He promotes journaling software and other products, but he admits his biggest earner is promoting products he didn’t create. One such product, Site Build It, helps you build websites that make money. Steve has linked to the product on multiple posts and has even written a 2,000+ word review.Steve Pavlina是世界上最大的关于提高个人能力的博客创始人。他写的关于工作效率和动力方面的文章是我读到过的最好的，他也是通过教别人怎么赚钱而赚钱的。他推销一些写日志的软件和其它产品，但他说他最大的赢利点不是卖产品而是卖方法。比如“网站建设”，它教你怎样建立网站赚钱。Steve把他链接到各种帖子上，并写了长达2000字的评论。
Steve makes over $100,000 per month from his blog, so I’ll let you decide if promoting a product like that is worth his time.Steve每月通过博客赚的钱在十万以上，你说他的付出值不值得。
Leo Babauta runs a very popular blog called Zen Habits. With over 160,000 subscribers he’s one of the biggest bloggers online and no praise he receives is without merit. With that audience he’s been able to promote eBooks like ‘Zen to Done’ and write a best-selling book on simplicity. I’m sure that each of these things made him a lot of money, but did they make as much as his $285 course on A-list Blogging?Leo Babauta 也经营着一个非常有名的博客Zen Habits，有16万的订阅者，也是最大的博主之一，并且他收到的都是好评。他还推出了电子书像‘Zen to Done’ ，还写了一本关于“简单”的书，非常畅销。我确信这些都能给他带来不菲的利润，但跟他在博客上销售的285美元的课程相比，还差的远吧。
I’m not exempt from any of this. I’ve made a lot of money myself through teaching.我跟这些人一样，也是通过教人们怎么赚钱而赚钱的。
There’s a popular saying that goes, “Those who can, do. Those who can’t, teach.” These people can, and do, and they also teach. I have huge respect for each of them. The point I’m making is simply this: Teaching is a very, very profitable business, especially in the blogosphere. These guys did not create the waiting audience, but they do provide for it.不是有一句非常流行的话嘛，“那些有能力的，去干事业；那些没能力的，去教书。”这些人是有能力的，他们创建了他们的事业，同时也教别人怎么做。我对他们敬佩有加。说这么多，我想要告诉你的就是：教学是一个非常，非常赢利的行业，尤其是在博客世界里。这些人没有去创建有需求的读者，但却提供给了他们有用的东西。
The web is full of bloggers who see that these people are making money so they try to teach you how to make money as well. Please don’t fall for it and lose 12 months of your life like I did or $5,000 like a good friend of mine (who may identify himself in the comments here) did.看到这些人赚钱，网络上不乏很多博客人想通过这样的方式教你怎样赚钱。请千万别上他们的当，像我一样浪费一年的时间或者像我的一个好朋友一样白花了5000块钱（在评论中你可以找到他）。
It’s not just the topic of making money online where this has happened. You’ll see plenty of teen “life coaches”, social media experts who only use Twitter, and Forex experts who’ve never actually traded with real money. I’ll let you put your own quotations around the word experts.不光是一些教你怎样在网上赚钱的不能信，我还看到很多像青年“生活指导师”，只写写微博的媒体专家，从没拿真正的钱交易过的外汇专家等，这些也不能信。我要让你学会自己辨别谁是真专家谁是假的。
A good rule to follow is to only take advice from people who are actually living what they teach. How much importance would you place on relationship advice from someone with three divorces under their belt?Being Remarkable Doesn’t Matter
I talk about being remarkable on this blog quite a lot. In all honesty though, I know that it doesn’t really matter. Not if you want to make money with blogs, anyways.
屡试不爽的一个原则就是：听取那些身体力行的人的意见。如果一个尽最大努力还离过三次婚的人给你提关于婚姻的建议，你会怎么想呢？
“做优秀的”并不那么重要
关于优秀我谈论的挺多的。但说实话，优秀不优秀不是非常的重要。至少想通过博客赚钱的话是这样的。
There’s a 26 year old in Hungary who makes over $100,000 per month from blogs you’ve never heard of. That’s probably because he has hundreds of them, and all of his content is automated. He has no real readers and he probably doesn’t handle any of the blogging process, but he sells text links on such a large scale that he’s now a millionaire.有一个26岁的匈牙利的人通过你从没听说过的博客月赚10万美元。因为他有上百个博客，内容都是自动上传的。他没有真正的读者，他甚至不需要处理任何博客程序，但他在如此大的范围拟卖文本链接所以他现在成了百万富翁。
In many ways, he’s a successful blogger.从某些方面上看，他是一个成功的博客人。
There’s a popular blogging course I found recently which goes against every rule out there. Their philosophy is for you to pick a very small but profitable niche, and then write about every other blog post that’s being written on that subject. It might not make much sense (I had to go through the course myself to “get it”) but these guys are making millions of dollars by doing this.最近我发现一门很热的博客课程，它所讲的几乎违反所有其它的原则。他们的观点是：寻找一个很小的但是很有利润空间的细分市场，肯定已经有很多博客写了关于这个领域的东西，你所要做的就是针对这些博客再写点东西。这可能意义不大（我自己亲自上了这么课得出的结论），但是这些人却能通过这么做赚得上百万美元。
The bloggers who are being written about then comment or blog about that feedback, and send more traffic to the new site. These sites look very much like affiliate landing pages (email opt-ins that eventually promote you a product through an affiliate link) and capture very targeted email addresses.如果博客被评论过，那他的主人肯定会对评论再作出反馈，这样就给这个新的网站带去流量。这样的网站很像附属的登陆页（比如邮箱选择登陆页面会通过附属链接向你推荐产品，并有针对性的捕获每一个邮箱地址）。
Many marketers will tell you that making money online is all about having a list. In the case above, this list can make you thousands, if not millions.很多市场营销专家都会告诉你网上赚钱关键是链接。在上面的例子里，这样的链接不能给你赚上万也能赚上千。
Quick Online Tips is not remarkable (at least not to me) but it does exactly what the name promises. It offers quick tips to help you get the most out of the internet. 999 posts out of 1,000 probably have absolutely no relevance to you. The author knows this but I doubt he cares – the traffic he receives from Google must be incredible.快速网赚窍门并不是多么不同凡响（至少在我看来是这样），但它确实名副其实。它提供的技巧能帮你通过网络用最短的时间获得最大的利益，哪怕99.9%的文章都不是你自己写的。我想原文作者肯定也知道，但是他并不在意——他从google获得了惊人的流量。
Despite having over 20,000 apparent RSS readers, writing a guest post there will get you no more than 10 clicks on your site. Most subscribers simply don’t read the majority of their content.尽管表面上有超过两万的订阅读者，写一篇客串文章最多也不会给你带来10次点击量。大多数的订阅者都不读文章内容。
Search traffic is targeted and if you display relevant contextual ads (just check out that second “navigation bar”) then you’re going to make a lot of money. I wouldn’t tell a friend about the site simply because most posts aren’t going to help them. Yet, the owner is making thousands of dollars per month by doing what he does.他们的目标是搜索流量，如果你添加相关内容广告（只要点击二级导航条），就会有钱流向你的口袋。但我不会告诉人们这样的网站是因为这些文章并不能真正帮他们，尽管这样的站长每月确实能赚上上千块钱。
Would I tell a friend about the automated blogs that are filled with unreadable content and link out to thousands of other sites? Would I want to keep reading a blog that simply writes about other blog posts day in and day out? No.我会告诉人们怎样自动生成博客吗，尽管内容没人会去读，但能链接到上千个其它站点？我会愿意持续关注那些仅仅是针对别人的博客写点东西的博客吗？绝对不会。
They’re unremarkable. But, in their case, it’s totally irrelevant. They’re successful.这样的网站是不值得借鉴的，尽管，用这样的方式能赚钱，但这完全是另外一回事。
Photo Credit
Being Remarkable Matters
Gretchen Rubin is remarkable. Her blog, the Happiness Project, helps people answer the question “How can I be happy?” She managed to launch a best-selling book with the same name and deserves every bit of praise she receives.
“做优秀的”很重要
Gretchen Rubin是优秀的。她的博客，the Happiness Project帮助人们回答“我怎样才能快乐？”的问题。她还成功地出版了同名的一本最畅销的书，对她所有的称赞，她都当之无愧。
Ars Technica is remarkable. When thousands of other tech blogs were writing short posts made up of a few hundred words they changed the game by writing long, in-depth and detailed posts. The owners of the site are well rewarded for the efforts that they put in.Ars Technica 是优秀的。作伪arstechnica的创始人，当成千上万的关于技术的博客都在写几百字的短文章是，他改变了游戏规则，首创写深入的、详细的长文章，他们的付出获得了丰厚的回报。
Being remarkable matters if you want to love what you do, not just the result of your actions. Although Steve Pavlina makes a large chunk of his cash by telling people how they can make a large chunk of cash, he’s still remarkable. I also have no doubt that he loves what he does — how else would he have written well over 500,000 words on the subject of personal development?“做优秀的”很重要——如果你想喜欢你所做的事，而不仅仅是你所做的结果。虽然 Steve Pavlina通过教别人怎样赚大钱而赚了一大笔钱，他仍然是优秀的。因为我确信他喜欢他所做的事——否则，他怎么能写出50多万字的关于自我提高的好文章？
Despite making less than 5% of my income through this blog (some of you manage to find my eBook) I still spend more of my time on this site than any other that I own. The reasons are simple: I love writing, I love sharing ideas, and I love interacting with highly intelligent people (that’s you!). Writing on the subject of making money online and not making money while doing it is somewhat remarkable. I guess. ViperChill is growing because the content I write markets itself. People are talking.尽管我这个网站挣得的钱还不到我收入的5%（你可以看看我的电子书），我花在这个网站上的时间还是比在其他的上面要多。原因很简单：我喜欢写作，我喜欢与你分享观点看法，我还喜欢与高智商的人打交道（那就是你！）。我想：写关于网上挣钱的话题但并没挣到钱是件了不起的事。ViperChill正在长大，因为它的内容在在推销它自己，人们这样说。
The main reason being remarkable matters is because the blogosphere has changed dramatically.“做优秀的”很重要最主要的原因是因为博客世界已经发生了巨大的变化。
You didn’t always need to be remarkable to build a successful, legitimate blog that makes money.原来要赚钱，你可能不需要做到优秀，去建一个成功的合法的博客。
Now you do. Here’s why:现在你必须这么做。原因如下：
Writing Content is Not Enough – In the past you could just keep writing a lot of average content and because there were so few other people writing about that subject you dominated search results and gained an audience. There are just too many bloggers now for that to happen. 光靠文章内容不行了——在过去，你只要坚持，内容一般的文章也可以，因为写同一内容的人寥寥无几，你控制着搜索结果，掌握大量的读者。现在不行了，写博客的人太多了。
Bloggers Don’t Link Out – Well, they do, but probably 1/20th of the amount that they used to. Most people have resorted to tweets, rather than links as a ‘vote’ for good content. Because people link out less, they only link to remarkable posts (and people). 博客不外链——不，他们外链，可能在过去只有1/20的人会这么做。但今天，大多数人都会经常访问一些微博，而不是关于内容好坏的评选，因为人们外链少了，所以他们要链接到那些优秀的站点上（和优秀的人）。
Blogs Became Less Personal – Blogging started as a personal hobby for those who wanted to share their thoughts with the world. As soon as others realised you can make a lot of money from blogging the game changed dramatically. It’s now harder than ever to stand out from the thousands of other blogs in each niche. 博客越来越公开化——博客一开始是作为个人的爱好，这些人想把自己的想法与所有人分享。当人们发现通过写博客可以赚钱后，游戏规则就变了。无论在那个领域，要想从成千上万的博客中脱颖而出，难度前所未有。
For a moment imagine that everyone in the world could only subscribe to 10 blogs on your chosen topic. Do you really deserve to be on their radar?想象一下：世界上每个人关于他们选择的话题只能订阅10个博客的话，你真的值得名列其中吗？
If not, then maybe it’s time to…如果答案是否定的，也许是时候......
Break the Rules
With ViperChill I have broken pretty much every blogging ‘rule’ that most bloggers will share with you. I didn’t set out to break the rules, but I didn’t set out to follow them. I just write when I want to write on topics I want to write about (try saying that 3 times quickly). If it takes a lot of words to say what I need to say, then so be it.
打破规则
在ViperChill我已经打破了几乎每一条其他博客人会跟你分享的规则。我并不是非得要违反这些规则，但我也不非得遵守它。我只是在我想写的时候写我想写的话题（试着快速的说3遍）。如果我想说的话很长，也顺其自然。
Here are a few rules I’ve broken, off the top of my head:以下就是我打破的一些规则，顺手写几条：
The first sentence of your post is crucial – Scroll up and read my first sentence. Back? You still stuck around, even with an introduction like that. 文章的第一条非常关键——往上翻，看看我的第一句话。不往下读了吗？你不是在这呢吗，即使是这样一个开头。
Write on a schedule – Some weeks I post once, some twice, some never 先写个计划——有时我一周写一篇，有时两篇，有时不写。
Don’t write too much (your audience is busy) – I’m sure I don’t have to tell you that I write a lot of content in each article 不要写太多（你的读者都很忙）——我想我不用告诉你我的文章都很长。
Make posts scannable – Some parts of my articles are scannable but mostly, I think you have to read a lot of what I say to get the most value 使文章便于浏览——我的一些文章是可以快速浏览的，但是大多数文章我想你必须认真读才能获得最重要的信息。
Keep posts to one message – I share a lot of ideas in each article and certainly don’t just stick to one theme 一篇文章只谈一个话题——我的每篇文章都有很多观点，我也不会局限于一个主题
There are probably a lot more but I’m sure you get the point.还有更多类似的规则我会打破，但说到这我想你能明白我的意思了。
Playing it safe is riskier than taking risks.谨慎行事比勇于冒险更危险。
Don’t believe me?不相信？
Yahoo! played it safe with their portal, and then Google came along with their simple search interface. MySpace played it safe and stopped innovating, and then Facebook stole the social network crown. Newspapers played it safe and now most of them are struggling to find leverage online.雅虎！做门户小心翼翼，结果谷歌用它的简洁搜索界面扶摇直上。我的空间（美国社交网站）不想冒险，停止创新，结果Facebook（美国另一个社交网）夺取了社交网的宝座。报纸产业也想稳扎稳打，现在也都拼命地从网上找契机。
Playing it safe is easy. But it’s also boring and predictable. Taking risks might (probably not) alienate your potential audience, but that’s fine. You will build an audience who loves whatever it is you’re doing differently.做事谨慎很容易，但是难免枯燥，并且是可预知的。冒险行事可能（也可能不会）疏远一些你的潜在读者，但是没关系。你会建立一个就是喜欢你一直去做不同的事的读者群。
Does that mean that the old rules don’t work? Of course not. Sharing value on a consistent basis is always going to be a solid strategy to use. Likewise, no matter how remarkable you are, people just aren’t going to stick around if you can’t be bothered to spell check your articles. These things matter, but they’re not enough on their own to get people talking about you.这会意味着那些老规则不起作用了吗？当然不是。分享主题一直的价值观就是一条铁的策略。还有，不管你有多优秀，如果你不愿意检查文章的拼写错误，人们也不会一直跟随你。这些事情是很重要的，但光是这些并不足以让人们谈论你。
People don’t talk about graphic designers who create logos similar to ones you’ve seen a hundred times before. They talk about people like Hugh McLeod, David Airey and Matthew Inman. If you haven’t realised by now, the blogosphere doesn’t need another Engadget, Problogger or Perez Hilton (who are each remarkable in their own unique way).如果一个美术设计师设计的logo随处可见的话，人们不会认可他。人们会谈论像Hugh McLeod,David Airey andMatthew Inman。如果你还不明白，直白点说，就是博客界不需要另一个Engadget（一个关于消费电子产品的流行科技网络日志与播客），不需要另一个职业博客，也不需要Perez Hilton （他们都以自己独特的方式做的很优秀）。
The blogosphere doesn’t need any more blogs that play it safe.博客界不再需要那些固守陈规的博客了。
I was going to list some of the ways that you can break the rules in your own industry but then they might just become the new rules which would defy the point of this post entirely.我可以列举一些方法让你去打破你所在行业的规则，但是这些新规则可能跟我这篇文章观点相抵。
Instead, I’ll ask you a very important question, the answer to which is critical: What is nobody else in your industry willing to do / try?所以，取而代之的是我将问你一个非常重要的问题，问题的答案非常关键：在你的行业，什么事情任何人都不愿去做，也不尝试去做？
Do it.你去做！