Episode 42 of The SitePoint Podcast is now available! This week, Patrick O’Keefe (@ifroggy) rings in the new year with author and entrepreneur Gary Vaynerchuk (@garyvee), who offers up some advice to help you get off to the right start. A complete transcript of the interviews is provided below.
SitePoint Podcast的 第42集现已发布！ 本周，Patrick O'Keefe( @ifroggy )与作家兼企业家Gary Vaynerchuk ( @garyvee )在新的一年里敲响了铃声 ，后者提供了一些建议，以帮助您起步。 下面提供了采访的完整笔录。
You can also download this episode as a standalone MP3 file. Here’s the link:
您也可以将本集下载为独立的MP3文件。 这是链接：
SitePoint Podcast #42: Interview with Gary Vaynerchuk (MP3, 18.3MB)
SitePoint Podcast＃42：Gary Vaynerchuk 访谈 (MP3，18.3MB)
Patrick: January 1st, 2010. Author and entrepreneur Gary Vaynerchuk helps us ring in the new year with advice to help you get off to the right start. This is the SitePoint Podcast #42: Interview with Gary Vaynerchuk.
帕特里克(Patrick)： 2010年1月1日。作者兼企业家Gary Vaynerchuk帮助我们在新的一年中振作起来，并提供相关建议，以帮助您起步正确。 这是SitePoint播客＃42：与Gary Vaynerchuk的访谈。
Patrick: Hello and welcome to another edition of the SitePoint Podcast. This is Patrick O’Keefe and I’m alone today as I interview Gary Vaynerchuk. Gary is an author, speaker, and entrepreneur who took retailer Wine Library from a $4m business to a $45m business in just five years. Along with brother AJ, he runs VaynerMedia, a brand consulting agency that focuses on social media. He’s also the host of the popular online video show Wine Library TV, and the author of Gary Vaynerchuk’s 101 Wines, and Crush It! Why Now Is The Time To Cash In On Your Passion, the latter of which is the first in a ten-book deal he signed publisher Harper Studio. He video blogs at garyvaynerchuk.com, but on Twitter he’s known simply as @garyvee.
帕特里克：您好，欢迎来到SitePoint播客的另一版本。 这是帕特里克•奥基夫(Patrick O'Keefe)，今天我在采访加里•维纳彻克(Gary Vaynerchuk)时一个人 。 加里(Gary)是一位作家，演讲者和企业家，他在短短五年内将零售商Wine Library从400万美元的生意带到了4,500万美元的生意。 他与兄弟AJ一起经营着一家专注于社交媒体的品牌咨询公司VaynerMedia 。 他还是受欢迎的在线视频节目《 葡萄酒图书馆电视》的主持人，也是加里·韦纳楚克 ( Gary Vaynerchuk)的《 101葡萄酒 》和《 粉碎吧！》的作者。 为什么现在是时候利用您的激情赚钱了 ，后者是他与出版商Harper Studio签订的十本书交易中的第一笔。 他在garyvaynerchuk.com上录制视频博客，但在Twitter上，他的简称为@garyvee 。
Patrick: Hi Gary. Welcome to the show, thank you for joining us.
帕特里克：你好，加里。 欢迎来到展会，谢谢您加入我们。
Gary: Thanks for having me.
加里：谢谢有我。
Patrick: Well, we’ll get right down to business then. We’re at the end of 2009 now so we’re kind of taking stock of, I guess, what we’ve accomplished. What has this year meant for you?
帕特里克：嗯，那我们就开始做生意。 我们现在已经到2009年底了，所以我想要对我们已完成的工作进行评估。 今年对您意味着什么？
Gary: You know I think it was a big transition year for me. Globally, at the most important level, I had a child, little Misha, a little girl back in May. So that’s obviously by far, the biggest thing that happened to me this year.
加里：你知道我认为对我来说这是一个重要的过渡年。 在全球范围内，最重要的一点是，五月份我有一个孩子，小米莎，一个小女孩。 所以这显然是到目前为止，这是我今年发生的最大事情。
Professionally, I think it became a year where more people looked at me as more of a media business guy than just “the wine guy”. Obviously Crush It! came out, so becoming a best selling author is a really cool thing and so those two things really stand out.
从专业上来说，我认为这是一年，更多的人将我视为媒体业务人员，而不仅仅是“酒商”。 显然要粉碎它！ 出来，所以成为畅销书作家是一件很酷的事情，因此这两件事确实很突出。
Obviously launching VaynerMedia was a big deal and I’m excited about that.
显然，启动VaynerMedia非常重要，对此我感到很兴奋。
I would say those are the things that really stood out.
我要说的是那些真正脱颖而出的东西。
Patrick: Cool. Congratulations on all of that. My220x in the SitePoint Forums asked this question. He wanted you to go back to when you first started to get serious about growing your business through social media. What was your first experiment? What was the first thing that you tried in social media to promote your business?
帕特里克：酷。 祝贺所有这些。 SitePoint论坛中的My220x提出了这个问题。 他希望您回到刚开始认真考虑通过社交媒体发展业务的那段时间。 您的第一个实验是什么？ 您在社交媒体上尝试推广业务的第一件事是什么？
Gary: I guess it all depends on how you define social media. I was very much active in wine forums and wine blogs and I guess that was the web 2.0 movement. I guess if you define social media of more some of the Twitter, Facebook stuff; I started using Twitter in January of ’07 so that would maybe be my first foray into that.
加里：我想这一切都取决于您如何定义社交媒体。 我在葡萄酒论坛和葡萄酒博客上非常活跃，我想那是Web 2.0运动。 我想如果您定义社交媒体中更多的Twitter，Facebook内容， 我从07年1月开始使用Twitter，所以这可能是我第一次涉足该领域。
So it really just depends on how you define it. I mean I think answering your email has the principles of social media. I guess definition becomes imperative here but what I understood was that the Web was becoming more connected than we had ever seen before and that’s kind of what I focused on.
因此，它实际上仅取决于您如何定义它。 我的意思是，我认为答复您的电子邮件具有社交媒体的原则。 我想在这里定义变得很必要，但我了解的是Web的连接比以往任何时候都更加紧密，这就是我关注的重点。
Patrick: Oh yeah, forums are totally social media. I wrote a book called Managing Online Forums and it’s funny because they are sort of like not the backbone, but sort of the foundation of social media in a way.
帕特里克：是的，论坛完全是社交媒体。 我写了一本书叫做《 管理在线论坛》 ，这很有趣，因为它们有点像不是骨干，而是某种程度上是社交媒体的基础。
How did you apply or how have you found it to be different from those early days on forums and blogs to some of these newer buzz brands or social tools that we’ve come to know today?
您是如何应用的，或者您发现它与今天在论坛和博客上的早期应用，以及今天我们所了解的一些更新的流行品牌或社交工具有什么不同？
Gary: I just think that more people are involved and by virtue, the more people that are involved, the bigger the whole game is, right?
加里：我只是认为参与的人更多，而凭借参与的人越多，整个游戏就越大，对吗？
Patrick: Right.
帕特里克：对。
Gary: And so I think that stands out to me that with more people involved, everything is becoming so much more scalable. So just the fact that more people are in the game, everything is so much more accentuated and grows to such bigger levels and I think that’s very imperative and important and exciting to watch.
加里：所以我认为对我来说突出的是，随着更多人的参与，一切都变得更加可扩展。 因此，事实上，游戏中会有更多人参与，因此所有内容都变得更加突出，并发展到了更大的水平，我认为这是非常必要的，非常重要且令人兴奋。
Patrick: SitePoint cofounder Matt Mickiewicz, a friend of yours I believe, threw out a few questions for me and I’m going to ask them now. His first question for you was – How can individuals in the services business like consulting, design, development leverage social media to their benefit?
帕特里克： SitePoint联合创始人马特·米基维兹(Matt Mickiewicz)，我相信是您的朋友，向我提出了一些问题，现在我要问他们。 他对您的第一个问题是–服务业中的个人(如咨询，设计，开发)如何利用社交媒体来谋取利益？
Gary: I think social media is all about listening, right?
加里：我认为社交媒体就是关于倾听的，对吧？
Patrick: Right.
帕特里克：对。
Gary: I think it comes down to listening. There’s a whole lot of talking going on out there and if you open up your mind and are willing to listen, I think you can really do a lot of damage and I think that any business should be creating content and listening. That becomes the blueprint, create great content and give customer service. It’s very basic but there’s way too many people not creating content and there’s way too many people not listening and when you combine both, you win.
加里：我认为这取决于听。 那里有很多话题，如果您开放思想并愿意倾听，我想您确实可以造成很大的损失，并且我认为任何企业都应该创建内容并倾听。 这成为了蓝图，创造了丰富的内容并提供客户服务。 这是非常基本的，但是有太多的人没有创造内容，有太多的人没有聆听，并且当您将两者结合在一起时，您就赢了。
Patrick: Right. Is perfection the enemy of progress? You’re famous for uploading your shows without editing and it hasn’t really hurt your viewership. What do you think that means?
帕特里克：对。 完美是进步的敌人吗？ 您以不编辑就上传节目而闻名，这并没有真正损害观众。 您认为这意味着什么？
Gary: I think it means that real and authentic and content always wins. Content doesn’t have to be polished to win. Contents can be content, right?
加里：我认为这意味着真实，真实和内容永远是胜利。 内容不一定非得赢。 内容可以是内容，对不对？
I mean there are people that love guys who wear suits and ties and there’s people that love guys who are in jeans and t-shirts and they both work, right? And so I focus on that; I think there are different ways to skin a cat.
我的意思是有些人喜欢穿着西装和领带的男人，有些人喜欢穿着牛仔裤和T恤的男人，而且两者都起作用，对吗？ 因此，我专注于此； 我认为可以用不同的方法给猫皮。
Patrick: You’ve taped for the past two years or so without skipping a beat and you’ve discussed how the viewership didn’t come right away for you, how it took you some time.
帕特里克(Patrick)：在过去的两年左右的时间里，您一直都在录音，而没有跳过任何节拍，并且您已经讨论了收视率并不是马上就消失的，它是如何花费了您一些时间的。
How should entrepreneurs stay motivated if they don’t get the result they are looking for? We seem to live in a society of instant results where people expect something within a certain period of time. If they don’t get it, then they’re deflated and they give up.
如果企业家没有得到想要的结果，应该如何保持动力？ 我们似乎生活在一个立竿见影的社会中，人们在一定时期内会有所期望。 如果他们不明白，那就放气，他们放弃。
Gary: I think people just have to recognize it takes time. You don’t build real multi-million dollar businesses in 45 minutes. It blows my mind that people kind of think that you can and that’s pretty much it. I mean nobody built businesses in five minutes in the past and this is not going to happen in the future either. Things can scale quicker, things can happen quicker but it’s not going to happen. I mean it’s just way, way too many people are completely blindsided by what’s really going on here and what’s going on here is that people are building real business and they take time. You just can’t build in five minutes, you just can’t and if you don’t have the patience, you’re going to lose because patience is by far the most important attribute in building a big business.
加里：我认为人们只需要意识到这需要时间。 您不会在45分钟内建立真正的数百万美元的业务。 令我惊讶的是，人们有点以为可以，而且仅此而已。 我的意思是，过去没有人在五分钟内建立业务，将来也不会发生这种情况。 事情可以更快地扩展，事情可以更快地发生，但是这不会发生。 我的意思是，这只是一种方式，太多的人完全忽略了这里真正发生的事情，而这里正在发生的事情是人们正在建立真正的业务并且需要时间。 您只是无法在五分钟内建立起来，您就无法做到，如果您没有耐心，那么您将要失去，因为耐心到目前为止是建立大型企业的最重要属性。
Patrick: I guess that’s maybe sort of the downside of the great American or the great success story. It motivates a lot of people but then the perception is that it happens overnight, right?
帕特里克：我想这可能是伟大的美国人或伟大的成功故事的缺点。 它激发了很多人，但后来人们意识到它会在一夜之间发生，对吗？
Gary: Yeah, there’s no overnight success. You’ve heard so many people say that, it’s so darn true. I mean it’s just not out there. It’s just not out there. Show me somebody who did it overnight and I’ll promise you that I can prove to you that it wasn’t done overnight. The end. It’s really that simple, you know?
加里：是的，没有一朝一夕的成功。 您已经听到很多人说过，这真是太过分了。 我的意思是它不在那儿。 只是不在那里。 给我看一个过夜的人，我向你保证，我可以向你证明它不是一夜之间完成的。 结束。 真的就是这么简单，您知道吗？
Patrick: Last question form Matt – Aside from Crush It!, do you have any favorite business books that you would recommend?
帕特里克(Patrick)：关于马特(Matt)的最后一个问题表格–除了《粉碎》(Crush It！)，您是否会推荐任何喜欢的商业书籍？
Gary: You know this is where I have to be massively authentic; I don’t really read business books at all. I just don’t. I’ve read like four books in my whole life. I know Gladwell and Gauden and all these guys but I’ve just never read the books and so I can’t recommend a book because I’d be a fraud if I was to make one up.
加里：你知道这是我必须真实的地方。 我根本不读书。 我不知道 我一生读了四本书。 我认识格拉德威尔(Gladwell)和高登(Gauden)以及所有这些人，但我从来没有读过这些书，因此我不推荐一本书，因为如果我要补一本的话，我会是个骗子。
Patrick: Right, there’s nothing wrong with that. I think for me, I run a network of websites, and I didn’t really read any books on… I’ve never read a book on like HTML or any of these things that you need to know to run a site; I just kind of did it. Experience is as good a knowledge builder as anything else.
帕特里克：对，这没什么不对。 我认为对我来说，我经营着一个网站网络，而我并没有真正阅读过任何书籍……我从未读过关于HTML之类的书籍，也从未阅读过任何有关运行网站所需的知识； 我只是做到了。 经验和其他知识一样，是知识的积累者。
Gary: Listen, I wish I did read more because I guarantee I’d know more. I’m not naïve to not understand that I would miss out on not being in the trenches. The fact of the matter is though I spend so much time with my fan base, that’s regurgitating and getting emails and interacting. That’s kind of where my learnings are done and blogs and things of that nature.
加里：听着，我希望我能读更多，因为我保证我会知道更多。 我很天真地不明白我会因为不在战trench中而错过。 事实是，尽管我在粉丝群上花了很多时间，但反而使人反感，并收到了电子邮件并进行了互动。 这就是我的学习，博客以及类似性质的地方。
Patrick: And I think that speaks to the need to actually do things rather than just read about them and learn them to actually get out and experience something and that’s something that I think you talked about in the book too.
帕特里克(Patrick)：我认为这是要真正去做事情，而不是仅仅阅读它们并学习他们实际走出去并体验一些东西，这也是我认为您在书中谈到的。
Gary: No question.
加里：没问题。
Patrick: @JosephHurtado on Twitter wanted to know – How do you go from a barebones idea to startup to working business? Kind of a general question but any thoughts would be appreciated.
帕特里克(Patrick)： Twitter上的@JosephHurtado想知道–您如何从一个准系统的想法到初创公司再到正在运作的业务？ 有点一般性的问题，但任何想法都将不胜感激。
Gary: You know, very general, I think you got to not worry about the idea but understand the execution involved. I think the execution involved is something you need to stress and pay attention to way more than the idea. I think way too many people get caught up in the idea and I think that that is an issue and it hurts people. I think the ideas are fine but they’re a dime a dozen. It’s can you see a very clear plan of execution that I think more people should pay attention to.
加里：您知道，非常笼统，我认为您不必担心这个主意，但要了解所涉及的执行情况。 我认为所涉及的执行力是您需要强调和注意的方法，而不是想法。 我认为太多的人被这个想法所困扰，我认为那是一个问题，它伤害了人们。 我认为这些主意很好，但一打一毛钱。 您可以看到一个非常清晰的执行计划，我认为更多的人应该注意这个计划。
Patrick: It reminds of a video by Ze Frank called Brain Crack. I don’t know if you seen that or not but basically, the idea is that people get addicted to brain crack, to the love of their own ideas and how beautiful they are and they never actually go out and accomplish anything. Does that resonate with you?
帕特里克(Patrick)：让人想起Ze Frank的一段名为Brain Crack的视频。 我不知道您是否看到过，但基本上是，人们的想法是人们沉迷于大脑裂痕，对自己的想法的热爱以及他们的美丽，他们从不真正出去做任何事情。 这会引起您的共鸣吗？
Gary: Yeah, I think there’s a lot… you know Ze is a smart guy and he thinks a lot about those kinds of things and I think there’s a lot of value to what he’s talking about there because I agree with that immensely.
加里：是的，我想有很多……您知道Ze是个聪明人，他对这些事情有很多看法，我认为他在那儿谈论的东西有很多价值，因为我非常同意这一点。
Patrick: @godonholiday on Twitter wanted to know – How important in your eyes is the look or design of a website?
帕特里克： Twitter上的@godonholiday想知道-网站的外观或设计在您眼中有多重要？
Gary: Imperative. If you read Crush It!, it’s the only thing I can tell people to spend money on.
加里：势在必行。 如果您阅读Crush It !，那是我唯一可以告诉人们花钱的东西。
Patrick: Speak to that. What are the things that people spend money on that they shouldn’t when they should put it toward design? What are some of the bad things they spend money on?
帕特里克：说吧。 人们将钱花在设计上时会花哪些钱呢？ 他们花钱的坏事是什么？
Gary: Early on, SEO, buying AdWords, spending money on traveling to places where they think they’ll get value. I think you put your head down, you have a great design, and you make sure your website is right, that’s your home and put your head down and hustle and get involved in the community you’re a part of and that really becomes what you need to do.
加里(Gary)：早期，搜索引擎优化(SEO)，购买AdWords，并花钱去他们认为有价值的地方旅行。 我认为您要放下心来，您要有一个很棒的设计，并且要确保您的网站是正确的，那是您的家，放下心来，忙碌起来，并参与到您所参与的社区中，这真正成为了你需要做。
Patrick: As a follow up to that, what would you change on your own site?
帕特里克：接下来，您将在自己的网站上进行哪些更改？
Gary: Quite a bit. I think I’m doing a lot of things wrong from the site. It’s actually one of the biggest things I’m thinking about going forward and so I would say a lot. I just haven’t looked yet but quite a bit.
加里：有点。 我认为我在网站上做了很多错误的事情。 实际上，这是我正在考虑的最大的事情之一，所以我会说很多。 我只是还没看，但是有很多。
Patrick: Dennis on Facebook wanted to know – What advice you would provide to midlife career changers in this economy.
帕特里克(Patrick)： Facebook上的丹尼斯(Dennis)想知道–您将为这种经济中的职业转变者提供什么建议。
Gary: Recognize that we’re living through a different time where you can do so much now by executing in the social media sphere and then in the new Web. The internet is maturing. It’s only 15 years old. The opportunities are endless and you’ve just got to jump in there and take a look at it.
加里：认识到我们生活在一个不同的时代，通过在社交媒体领域然后在新的Web中执行，您现在可以做很多事情。 互联网日趋成熟。 只有15岁。 机会是无止境的，您只需跳进那里看看。
Patrick: Molona on the SitePoint Forums said you’re big on passion but how do you cope with all the things that can turn the passion down, such as annoying customers, non-paying customers, annoying providers and so on and any other stuff that makes you want to throw your computer in her words “to the bin” and leave the ordinary world totally? So simply put, how do you keep the passion alive with those things happening?
帕特里克： SitePoint论坛上的Molona表示，您对激情充满热情，但是您如何应对所有可能降低激情的事物，例如令人讨厌的客户，非付费客户，令人讨厌的提供者等等，以及所有其他使您想用她的话说“扔进垃圾箱”，完全离开普通世界吗？ 简而言之，这些事情如何使您保持激情？
Gary: Because I’m very aware of how lucky I am and it’s all about perspective and being thankful and that’s it. Just recognizing that those things are minor compared to the health of your family or the fact that I have this opportunity that people are listening to me or have a business. They’re just small. These things are quite small in the scope of what’s really happening.
盖瑞：因为我非常清楚自己有多幸运，而这一切都与观点和感恩有关，仅此而已。 只是意识到与您的家庭健康或我有机会听别人说话或做生意相比，这些事情都微不足道。 它们很小。 这些事情在实际发生的范围内很小。
Patrick: You just talked about travel being one of the things people spend on early on and they shouldn’t. When do you get to a point where that becomes valuable to you or getting out to conferences and things because I know you speak at conferences and you obviously benefit from them. Is there a certain level where you should think about that?
帕特里克(Patrick)：您刚才谈到旅行是人们早期花费的事情之一，而他们不应该这样做。 您什么时候到达对您或您去参加会议和事情有价值的地步，因为我知道您在会议上讲话，因此您显然会从中受益。 您是否应该考虑某个特定级别？
Gary: Yeah, it’s probably very, very, very quickly. What I mean by that is if you can afford to go to a local meet-up, you do it right from the get go. I just think that people buy a $4,000 conference ticket before they’ve done anything. That’s what I meant earlier.
加里：是的，可能非常非常非常快。 我的意思是，如果您有能力参加当地的聚会，那么一开始就可以做到。 我只是认为人们在做任何事情之前都购买了$ 4,000的会议门票。 那就是我早先的意思。
So if you could afford very early on to go to any events locally, people are what build businesses, it’s about the networking, it’s about your people skills, it’s about the people you know and way too many people overlook that.
因此，如果您能负担得起尽早参加本地任何活动的能力，那么人就是建立企业的关键，关系到网络，关系到您的人际交往能力，关系到您认识的人以及太多人忽视了这一点。
Patrick: SitePoint of course is a web design, web development community, have you or did you, Gary Vaynerchuk, ever play around with design programs or like FrontPage or did you open up this software and play around before you feel comfortable spending money on it?
帕特里克： SitePoint当然是一个网站设计，网站开发社区，Gary Vaynerchuk，您是否曾经玩过设计程序或FrontPage之类的游戏，还是曾经打开过这个软件并玩过，然后才觉得自己花钱了？ ？
Gary: No.
加里：不。
Patrick: Never tried?
帕特里克：从未尝试过？
Gary: No, never tried. Always drew it and then handed to somebody to execute.
加里：不，从没尝试过。 总是先画出来然后交给别人执行。
Patrick: Crush It! was your first book. What have you, I guess, learned during the process of launching book 1 that you wish you would have known beforehand?
帕特里克：粉碎它！ 是你的第一本书。 我想您在发行第一本书的过程中学到了哪些您希望事先知道的知识？
Gary: Well, I did that already because I wrote a wine book before the…
加里：好吧，我之所以这样做，是因为我在……之前写了一本葡萄酒书。
Patrick: Oh, that’s right, I’m sorry, that’s right. I actually have both of them too.
帕特里克：哦，是的，对不起，是的。 我实际上也都有。
Gary: No, no problem.
加里：不，没问题。
Patrick: …that’s pretty bad.
帕特里克： ……这很糟糕。
Gary: No worries. Well, you know everybody heard the 10-book deal so they call this book 1 on that deal. So I get it, don’t worry about it. The reason I did that was I wrote the wine book to learn as much as possible and I learned a lot, which is what I had to rely on, which was me and not the publisher and what was important and they helped me quite a bit to make this last book successful.
加里：不用担心。 好吧，您知道每个人都听说过10本书的交易，所以他们就这本书称这本书为1。 所以我明白了，不用担心。 我这样做的原因是，我写了酒书以尽可能地学习，并且学到了很多东西，这是我所要依靠的，这是我而不是发行商，而重要的是，它们对我有很大帮助使这本书最后成功。
Patrick: Right. Because I know as an author too, I found that there really wasn’t much money out there marketing wise for book publishers and I found, I was pretty a small fish, and I found that with people, they had much larger audiences too and I guess they put some money behind you, but these days it really is imperative. It’s a lot like the music industry I think, right?
帕特里克：对。 因为我也认识作者，所以我发现书商在市场营销方面确实没有多少钱，我发现我是一条小鱼，我发现与人一起的读者也很多，我想他们会在你身后放一些钱，但是这些天确实很重要。 我认为这很像音乐产业，对吗？
Gary: Well, they really didn’t. Most of the deals I made, I made it by myself because they put in the room to succeed. There was not a lot of money thrown my way. Not even close.
加里：嗯，他们确实没有。 我达成的大多数交易都是由我自己完成的，因为它们为成功奠定了基础。 我没有丢很多钱。 差远了。
Patrick: Yeah, I’m not surprised. I compare it a lot to the music industry. I think that in the music industry, it’s kind …
帕特里克：是的，我并不感到惊讶。 我将它与音乐行业进行了很多比较。 我认为在音乐界，这是一种……
Gary: I think you’re right. Absolutely.
加里：我认为你是对的。 绝对。
Patrick: There’s a lot of front end money but then once you get the book out, it’s on the author.
帕特里克(Patrick)：有很多前端资金，但是一旦您将书拿出来，就交给了作者。
Gary: No doubt.
加里：毫无疑问。
Patrick: So you’ve given a lot of interviews. What has been the interview that you feel has helped the book the most? What publication outlet online or offline has readership/viewership has been most beneficial to you, do you think?
帕特里克：所以您进行了很多采访。 您觉得对本书的面试最有帮助的是什么？ 您认为读者/观看者在线或离线的哪个出版渠道对您最有利？
Gary: I think that’s a great question. I would say a couple of things stand in mind. I think the CNN piece that I did on a Saturday was very big. Scott Simon, Weekend Edition, NPR was very big, and I would say doing TWiST, This Week in Startups with Jason Calacanis was very big as well.
加里：我认为这是一个很好的问题。 我想说几件事。 我认为我在星期六所做的CNN片段很大。 斯科特·西蒙(Scott Simon)，《 NPR》周末版非常重要，我想说，与杰森·卡拉卡尼斯(Jason Calacanis)合作的本周初创公司TWiST也非常重要。
Patrick: So what’s one that may not be as obvious? I mean, obviously CNN is huge. Jason is well known; I like Jason a lot. What’s the interview that you did that you going in you thought, “Well I don’t know…” but then when you came out it was a big deal?
帕特里克：那有什么不那么明显的呢？ 我的意思是，显然CNN巨大。 杰森是众所周知的。 我非常喜欢杰森。 您进行的采访中您想到了什么，“我不知道……”，但是当您出来时，这很重要吗？
Gary: Actually I think Jason’s. I mean I know Jason’s big and all but it’s not CNN or NPR, or all the other television and newspaper I did. I think why Jason stood out was we were there for an hour and it was so honest and we were so cool and just like – it was just so real and there was a lot covered in that hour interview. I mean I did FOX Business, I did other big things – newspapers, major radio – I’ve done a lot of big things and other TV stuff that didn’t have the same impact.
加里：实际上我认为是杰森的。 我的意思是，我知道Jason的身材很高，但不是CNN或NPR，也不是我做过的所有其他电视和报纸。 我认为杰森(Jason)脱颖而出的原因是我们在那里呆了一个小时，这是如此诚实，我们如此酷酷，就像–它是如此真实，那一小时的采访涵盖了很多内容。 我的意思是说我做过FOX Business，做了其他大事-报纸，大型广播-我做了很多大事以及其他电视节目，但效果却不一样。
Patrick: So let’s stick to book publishing because a lot of people – and it’s true the book publishing industry is an old industry and they’re making progress but they’re still not quite there yet. What are some of the things that you have seen in the book business that you think the industry needs to get on to very quickly?
帕特里克(Patrick)：因此，我们要坚持书出版，因为有很多人—的确，书出版业是一个古老的行业，他们正在取得进步，但他们还不很成熟。 您认为图书行业需要快速发展的图书业务中有哪些内容？
Gary: Well, the book industry is broken. Anybody who’s in the middle that doesn’t provide marketing value is broken, in my opinion. So that’s it. I mean that’s where the publishers sit today. They need to learn how to market. They can’t just rely on being in the middle because they’re not needed. You can go direct to Kindle in a year or two.
盖瑞：好吧，图书业坏了。 我认为，没有提供营销价值的中间人都被打破了。 就是这样了。 我的意思是今天出版商在那里。 他们需要学习如何营销。 他们不能仅仅因为不需要而依赖中间人。 您可以在一两年内直接转到Kindle。
Patrick: Right. I guess their value to me when I was looking for a deal was in access. The access that they have and they currently hold, and it’s a grip that they’re losing but still when you’re talking about Barnes & Noble or something like that, for the average person… Gary: 1,000%. Their access to retail is by far the biggest thing they have.
帕特里克：对。 我想他们在寻找交易时对我来说很有价值。 他们拥有和他们当前拥有的访问权，这是他们正在失去的抓地力，但是当您谈论Barnes＆Noble或类似的东西时，对于普通人来说…… Gary： 1,000％。 迄今为止，他们获得零售的最大机会。
Patrick: And do you think that’s something they’re going to be able to hold on to for a while or is that the saving grace or is that something that’s slipping away? Because like you say, we have the Kindle, we have e-books. We have an Amazon sales rank that’s publicly available, that bookstores can look at and say these books are selling well online. Let’s find a good author and get in our stores regardless of where it comes from.
帕特里克(Patrick)：您认为这是他们将能够保留一段时间吗，还是节省的恩赐，或者是正在溜走的东西？ 因为就像您说的那样，我们拥有Kindle，我们拥有电子书。 我们有一个公开的亚马逊销售等级，书店可以查看并说这些书在网上销售良好。 让我们找到一个好的作家，无论它来自哪里，都可以进入我们的商店。
Gary: It is not something I believe they can hold on to.
加里：我相信他们不能坚持下去。
Patrick: But you still signed the 10-book deal and you’re someone with a huge audience who could very easily sell books to the – and basically does sell books directly to their audience anyway, deal or not. So I guess the value for you totally was in access and the up front money. Correct?
帕特里克(Patrick)：但您仍然签署了10本书的交易，而且您是一个拥有大量读者的人，可以很容易地将图书出售给–基本上无论如何，无论是否达成交易，都直接向他们的读者出售图书。 因此，我认为对您来说完全有价值的是访问和预付款。 正确？
Gary: No. The big thing was the access to the retailers and the fact that the web share on the backend was 50-50 instead of the normal 10% or 15%.
盖瑞：不。最大的问题是可以访问零售商，而且后端的网络份额是50-50，而不是通常的10％或15％。
Patrick: That helps.
帕特里克：有帮助。
Gary: That was attractive. That was a big reason, and because I still don’t think we’re all the way there yet. The last couple of answers I gave are much more of a reality of three to four years from now, not today. So they still have control of the retail relationships. I think in two or three years I can just hit up Barnes & Nobles and Best Buys, and places myself be it a DM or a tweet, or just a cold email. And so for now, they still hold that and that was definitely the reason. Patrick: Yeah, I wrote a post about someone who wanted to get a deal and have an agent but they wouldn’t have any interest and the key is to just bring people to you, create the audience that makes people come to you. The music industry, again, the label execs hear your record playing in every club then they’ll come to you I think.
加里：那很吸引人。 那是一个很大的原因，因为我仍然认为我们还没有到位。 我给出的最后几个答案更多是从现在起三到四年而不是今天的现实。 因此，他们仍然可以控制零售关系。 我认为在两到三年内，我就可以接触到Barnes＆Nobles和Best Buy，并将自己定位为DM或推文，或者只是一封冷门邮件。 因此，到目前为止，他们仍然认为那是绝对的原因。 帕特里克(Patrick)：是的，我写了一篇关于某人想要达成交易并拥有一名经纪人但他们没有任何兴趣的文章，关键是将人们带到您身边，吸引观众，吸引人们来找您。 在音乐界，唱片公司高管再次听到您在每个俱乐部演奏的唱片，然后他们就会找您。
We have a lot of conferences in the web development, programming, social media space; South by Southwest, Blog World Expo all come to mind. You’ve spoken at tons of them, all of them. What do you think are the most beneficial two or three conferences for someone who is in this space, in this web technology development social media space?
我们在网络开发，编程，社交媒体领域有很多会议； 西南偏南，博客世界博览会都浮现在脑海。 您已经说了很多话，所有的话。 对于在Web技术开发社交媒体空间中处于该领域的人来说，您认为最有益的两三个会议是什么？
Gary: South by Southwest for sure. The Web 2.0 Series by O’Reilly and FOWA – Future of Web Apps by Ryan Carson.
加里：当然可以西南偏南。 O'Reilly和FOWA的Web 2.0系列– Ryan Carson撰写的Web应用程序的未来。
Patrick: What do those conferences offer that the others don’t? Is it strictly in the quality of the audience, the networking?
帕特里克：那些会议提供了其他会议没有提供的东西？ 严格来说，是在观众质量方面还是在网络方面？
Gary: Yep. That’s it. Period. The content is never the game. It’s the people that are actually there that you can network with. Perspective.
加里：是的 。 而已。 期。 内容绝不是游戏。 您可以与之真正联系在一起的人。 透视。
Patrick: Yeah, perspective. Right. Since this is the January 1st, 2010 show of the podcast, I wanted to ask you this. So it’s December 31st 2010 and you look back on the year 2010, what are the some of the things that you want to say you accomplished? Gary: What things do I want to achieve in 2010?
帕特里克：是的，观点。 对。 由于这是播客的2010年1月1日演出，所以我想问你这个问题。 因此，现在是2010年12月31日，您回首2010年，您想说自己完成了哪些工作？ 加里：我想在2010年实现什么？
Patrick: Right.
帕特里克：对。
Gary: Spend more time with my family. Spend a little more time putting my head down and building VaynerMedia and Corkd. Those two things really stood out for me.
加里：花更多的时间陪伴我的家人。 花更多的时间放下心来建立VaynerMedia和Corkd 。 这两件事对我来说确实很突出。
Patrick: Okay great, Gary. Well I think we’ve tackled all the subjects. I appreciate you talking with us today and have a great 2010.
帕特里克：好的，加里。 好吧，我认为我们已经解决了所有问题。 感谢您今天与我们交谈，祝您2010年一切顺利。
Gary: Dude, thank you so much for taking the time and having the interest. I appreciate it and I hope you have a great holiday.
加里：杜德，非常感谢您抽出宝贵的时间并对此感兴趣。 非常感谢，希望您度过一个愉快的假期。
Patrick: You too, man. Thanks. Goodbye.
帕特里克：你也是，伙计。 谢谢。 再见。
Gary: Thanks, man. Bye bye.
加里：谢谢，伙计。 再见。
Patrick: Again, that was Gary Vaynerchuk, who, among other things, is the author of Crush It! Why Now Is The Time To Cash In On Your Passion. The book, for the website, is crushitbook.com.
帕特里克(Patrick)：再次是加里·维纳楚克(Gary Vaynerchuk) 。 为什么现在是兑现激情的时机 ？ 该书对于网站来说是scrapitbook.com 。
Thankyou for listening to the SitePoint Podcast. I’m Patrick O’Keefe of the iFroggy Network, (ifroggy.com), and I’m @iFroggy on Twitter.
感谢您收听SitePoint播客。 我是iFroggy网络 ( ifroggy.com )的Patrick O'Keefe，我在Twitter上是@iFroggy 。
You can find SitePoint on Twitter @sitepointdotcom.
您可以在Twitter @sitepointdotcom上找到SitePoint 。
Have any thoughts about this interview? Please visit us at sitepoint.com/podcast to leave a comment on this show and to subscribe to receive every show automatically. Email podcast@sitepoint.com if you have any questions for us; we’d love to read them out on the show and give you our advice.
对这次采访有什么想法吗？ 请访问我们的网站sitepoint.com/podcast对该节目发表评论并订阅以自动接收每个节目。 如果您对我们有任何疑问，请发送电子邮件至podcast@sitepoint.com 。 我们很乐意在节目中朗读它们，并为您提供建议。
This episode of the SitePoint Podcast was produced by Karn Broad. Thank you for listening and have a happy, healthy, and successful 2010.
SitePoint播客的这一集由Karn Broad制作。 感谢您的聆听，祝您2010年愉快，健康，成功。
Theme music by Mike Mella.
Mike Mella的主题音乐。
Thanks for listening! Feel free to let us know how we’re doing, or to continue the discussion, using the comments field below.
谢谢收听！ 欢迎使用下面的评论字段让我们知道我们的状况，或者继续讨论。
翻译自: https://www.sitepoint.com/podcast-42-gary-vaynerchuk/
