在這個真誠聯繫日益稀缺的世界，薩姆·欣德為那些淹沒在社群媒體喧囂中的創業家提供了一線生機。這本書探討的是，如何用心去影響他人，如何建立真正的關係──
一次次勇敢的對話。這本書將紛繁複雜的數位世界轉化為一條通往真誠人際聯繫的途徑，讓那些想說點有意義的話卻不知 如何表達的人，發出自己的聲音。 ~ Oscar Trimboli，《如何傾聽》作者、榮獲蘋果獎的播客《深度傾聽》主持人
“Sam Hind 的《Show Up Anyway》是每一位在線創業女性都需要的一本書。它不僅僅是一本指南，更是一張
在數字世界中展現真實、不完美和強大的許可證。憑藉她“關懷”方法和接地氣的故事敘述，Sam不僅傳授策略，還建立了信念。
當時，Facebook Live 才剛開始流行，我想學習如何有效地使用它。於是，我飛到美國參加了全球最大的社群媒體行銷會議之一。我參加了所有能找到的關於 Lives 的研討會。我原本以為會聽到複雜的策略和技術解析。但我從世界頂尖高手那裡反覆聽到的一句話讓我震驚：直接點擊直播就行了。業界頂尖高手都說了同一句話：關鍵不在於完美，也不在於燈光或腳本，而在於現場感。
Celine, an incredibly inspirational businesswoman herself, was one of the first and most powerful mentors I ever had. She saw something in me that I hadn’t yet owned for myself. She challenged me to stop waiting, stop hesitating, and stop dipping my toe in the water. I’ll never forget what she said to me: “Sam, stop dipping your toe. Start the way you intend to finish.” That advice changed the trajectory of my business. And it also quietly shifted how I approached my personal goals. 席琳本身就是一位極具啟發性的女企業家，她是我最早也最具影響力的導師之一。她在我身上看到了我自己尚未察覺的特質。她挑戰我停止等待、停止猶豫、停止淺嘗輒止。我永遠不會忘記她對我說的話：「山姆，別再試水溫了。用你想要完成的方式開始。」這個建議改變了我事業的軌跡，也悄然改變了我追求個人目標的方式。
So, I stopped saying, “One day, I’ll be a runner.” I decided to say, “I am a runner.” 所以，我不再說「總有一天，我會成為跑者」，而是決定說「我就是跑者」。
It didn’t feel true at first; I hadn’t even run one kilometre. But that shift in language changed my behaviour. It made sense to hydrate. To eat in a way that fuelled my body. To lace up and run just 100 metres, then walk 100, then do it again. A week later, I was running around the block. A month later, my first kilometre. 起初感覺並不真實，我甚至連一公里都跑不完。但這樣的語言轉變改變了我的行為。補充水分變得合理，用能為身體提供能量的方式進食也理所當然。繫好鞋帶，先跑 100 公尺，再走 100 公尺，然後重複這個過程。一週後，我已經能繞著街區跑步。一個月後，我完成了人生第一個一公里。
The shift started with words. The transformation followed in action. We have to speak as though we’re already stepping into the identity we desire. That’s the foundation of 轉變始於言語，蛻變隨行動而來。我們必須用彷彿已活出理想身份的方式說話，這正是
showing up anyway. 無論如何都要堅持現身的基礎。
Try This: 試試這個：
-What are you saying to yourself about your business, your skills, and your identity? -你對自己的事業、技能和身份認同都在說些什麼？
Where are you using language that keeps you stuck in “someday”? 你在哪些地方使用的語言讓你困在「總有一天」的狀態裡？
Flip the script. Instead of: 翻轉這個劇本。與其說：
“I’m not good at tech,” say, “I’m learning to use the tools that help me grow.” 「我不擅長科技，」可以改說：「我正在學習使用能幫助我成長的工具。」
“I’m not confident on camera,” say, “I’m practising showing up with courage.” 「我在鏡頭前沒自信，」可以改說：「我正在練習勇敢展現自己。」
“One day I’ll grow a following,” say, “I’m showing up today with intention.” 「總有一天我會擁有追隨者，」可以改說：「我今天就是帶著目標來展現自己。」
Speak into the identity you’re becoming. Then, show up in a way that matches that vision. Part of this process involves making minor adjustments. 用你正在成為的那個身份來說話。然後，以符合那個願景的方式展現自己。這個過程的一部分涉及做出微小的調整。
One of the things I teach all my students is the idea of the 2 mm shift. We will cover this topic in more detail in Chapter 5. The idea is that you don’t need to overhaul your life or your business overnight. In fact, you shouldn’t. Real 我教給所有學生的其中一個概念，就是「2 毫米的轉變」。我們將在第 5 章更詳細地探討這個主題。重點在於，你不需要在一夜之間徹底改變生活或事業。事實上，你也不應該這麼做。真正的
transformation happens in tiny, consistent shifts. Think of it like a golf swing. Change the angle by just a couple of millimetres, and the ball ends up in a completely different location down the line. That’s what showing up can do for you. 轉變來自微小而持續的調整。想像一下高爾夫揮桿的動作，只要改變幾毫米的角度，球的落點就會完全不同。這就是持續行動能為你帶來的改變。
ACTION STEP: Your First Shift 行動步驟：你的第一個轉變
Ask yourself: 問問自己：
-Where have I been waiting to feel ready? -我一直在等待什麼時候才覺得準備好了？
-What’s one small, courageous action I can take this week to move forward? -這週我可以採取什麼小而勇敢的行動來向前邁進？
-What will I declare about who I’m ready to be? -我準備好成為什麼樣的人，我要如何宣告？
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Write it down. Commit to it. And then go do it. Because the truth is your audience isn’t looking for perfection; they’re looking for you. Show up anyway. 把它寫下來。承諾去做。然後就去執行。因為事實是，你的觀眾不是在追求完美；他們在尋找的是真實的你。無論如何，展現自己就對了。
Chapter 2 第二章
Finding Clarity (The 找到清晰度（C.A.R.E.中的
C in C.A.R.E.) C）
If You Confuse Them, You Lose Them 如果你讓他們困惑，你就會失去他們
Marketing isn’t about shouting the loudest. It’s about being heard by the right person at the right time in the right way. 行銷不是比誰喊得最大聲，而是在對的時間以對的方式讓對的人聽見你。
The problem isn’t the algorithm. Sure, social media can feel complex. There’s always a new trend to jump on, a new platform to master, or a new tool you must use if you want to succeed. However, the truth is that social media isn’t as complicated as we often make it out to be. You don’t need the latest app, a professional camera, or a library of viral Reels to grow your business. You don’t need to do the next dance challenge unless that’s something that you enjoy. 問題不在於演算法。當然，社交媒體可能讓人覺得複雜。總是有新趨勢要跟上、新平台要掌握，或是想成功就必須使用的新工具。但事實是，社交媒體並沒有我們常說的那麼複雜。你不需要最新款的應用程式、專業相機，或是一大堆爆紅的 Reels 短片來發展事業。除非你真心喜歡，否則也不必跟風參加下一個舞蹈挑戰。
What you do need to remember is this: behind every screen is a human being. We’re all just people trying to connect. And the people who do best on social media aren’t the ones with the fanciest tools. They’re the ones who remember how to be real. 你真正需要記住的是：每個螢幕背後都是一個活生生的人。我們都只是渴望連結的普通人。在社交媒體上表現最好的，不是那些擁有最炫工具的人，而是那些記得如何保持真實的人。
So, let’s get back to basics. What if you stopped focusing on the latest tip or trick and instead focused on understanding: 那麼，讓我們回歸基本。如果你不再專注於最新的技巧或訣竅，而是專注於理解：
Who you’re talking to 你在和誰對話
What you have that they need or want 你擁有什麼是他們需要或想要的
How to show up where they’ll see you 如何在他們會看到你的地方出現
These are the real fundamentals of marketing. And when you get these three things clear, the rest becomes a whole lot easier. You don’t need to become an “influencer” to be influential. You just need to show up with consistency, clarity, and connection. The 3C tool can help. 這些才是行銷的真正基本功。當你把這三件事搞清楚後，其他事情就會變得容易許多。你不需要成為「網紅」也能發揮影響力。你只需要持續出現、保持清晰，並建立連結。3C 工具可以幫上忙。
The 3C Clarity Map 3C 清晰度地圖
Here’s a simple tool you can use to get laserfocused on your message and market. 這是一個簡單的工具，能幫助你精準聚焦於你的訊息和市場。
C1 Customer: Who are you talking to? What do they care about? What do they struggle with? What lights them up? C1 客戶：你在對誰說話？他們在乎什麼？他們面臨什麼困境？什麼能讓他們眼睛一亮？
C2 Core Message: What do you have that can help them? What transformation do you create? What are you really selling? C2 核心訊息：你能提供什麼幫助他們？你能創造什麼轉變？你真正在銷售的是什麼？
C3 Channel: Where can you meet them? How can you show up in places they’re already hanging out and in ways that build trust over time? C3 管道：你可以在哪裡與他們相遇？如何出現在他們已經常出沒的地方，並以能逐步建立信任的方式現身？
Marketing is about placing yourself in the path of your ideal customer-again and again-until they’re ready to buy. 行銷就是讓自己一再出現在理想客戶的必經之路上，直到他們準備好購買。
What Influencers Really Do 網紅真正在做的事
The term “influencer” gets a bad rap. But the good ones aren’t just pretty faces with good lighting. They’re people who: 「網紅」這個詞常被污名化。但優秀的網紅不只是光線好的漂亮臉蛋。他們是這樣的人：
Know their audience 了解自己的觀眾
Know their message 清楚自己要傳達的訊息
And show up with consistency 並且始終如一地出現
You don’t need to mimic someone else’s voice. You don’t need to use trending audio if it makes 你不需要模仿別人的聲音。如果那些流行音效讓你覺得尷尬，也不必勉強使用。
you cringe. You need to find your recipe because we create real influence through repetition, trust, and showing up as yourself. 你需要找到自己的配方，因為真正的影響力來自重複曝光、建立信任，以及展現真實的自我。
In C2 Core Message, the question “What are you really selling?” isn’t rhetorical. The answer is critical. 在 C2 核心訊息中，「你真正在賣什麼？」這個問題並非修辭問句，答案至關重要。
What You're Actually Selling 你實際販售的商品
Understanding the answer to this question is one of the most significant mindset shifts most entrepreneurs need to make. You’re not selling a product. You’re not selling a service. You’re not selling an opportunity. You’re selling you. 理解這個問題的答案，是多數創業者最需要做出的關鍵心態轉變。你不是在賣產品，不是在賣服務，也不是在賣機會——你賣的是你自己。
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People don’t buy things. They buy connection. They buy trust. They buy because they feel seen, heard, and understood by you. So, show them who you are. Be real. Be relatable. Because once they trust you, they’ll follow you - and yes, they’ll buy from you too. 人們購買的不是商品，而是連結。他們買的是信任。他們會購買，是因為感受到被你理解、傾聽與看見。所以，展現真實的自我吧。保持真誠，讓人產生共鳴。因為一旦他們信任你，就會跟隨你——沒錯，也會向你購買。
Consistency Beats Perfection 持續勝過完美
Marketing statistics indicate that people tend to buy between the eighth and twelfth exposure to a brand. That means you’ve got to be in front of them more than once-more than twice. You’ve got to show up often enough that they remember 行銷統計數據顯示，人們通常在接觸品牌 8 到 12 次後才會產生購買行為。這意味著你必須在他們面前出現不只一次、不只兩次。你必須頻繁出現，讓他們記住
you. 你。 ✓\checkmark Exposure !=\neq spam ✓\checkmark 曝光 !=\neq 垃圾訊息
Exposure = visibility through value, stories, and presence. 曝光 = 透過價值、故事和存在感提升能見度。
Understanding the Algorithm Without the Fear 無懼理解演算法
Let’s talk about something I briefly mentioned that creates a lot of unnecessary pressure: the algorithm. If you’ve ever said, “The algorithm hates me,” or “I’m being shadow banned,” you’re 讓我們聊聊一個我稍早提過、卻造成許多不必要壓力的話題：演算法。如果你曾說過「演算法討厭我」或「我被暗中封鎖了」，你
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not alone. It’s easy to blame a mysterious force when our posts aren’t reaching people the way we hoped. But here’s the truth: The algorithm isn’t out to get you. It’s not judging your worth or your content quality. It’s simply responding to patterns. 並不孤單。當我們的貼文未能如預期觸及人群時，很容易歸咎於某種神秘力量。但事實是：演算法並非針對你。它不是在評斷你的價值或內容品質，它只是對模式做出反應。
The job of any social media algorithm is to keep people on the platform longer by showing them content they are most likely to enjoy, engage with, and return to. That means if your content consistently resonates with a certain type of person, and they engage with it, the algorithm will naturally show your posts to more people like them. 任何社群媒體演算法的任務，都是透過向用戶展示他們最可能喜歡、互動並回訪的內容，來延長人們停留在平台上的時間。這意味著如果你的內容持續引起某類人的共鳴，並且他們與之互動，演算法自然會將你的貼文展示給更多類似的人。
So, what does that mean for you? It means your real job isn’t to “beat” the algorithm. It’s to work with it by focusing on three simple truths: 那麼，這對你來說意味著什麼？這表示你真正的任務不是「打敗」演算法，而是透過專注於三個簡單的真理來與它合作：
Be Clear. When your content is consistent in message and audience, the algorithm recognises your lane and knows who to share it with. 保持明確。當你的內容在訊息和受眾上保持一致時，演算法就能辨識你的定位，並知道該將內容分享給誰。
Be Consistent. Regular posting (not daily perfection, just dependable rhythm) helps build traction and trust. 保持穩定。定期發文（不需要每天完美，只要保持可靠的節奏）有助於建立動能和信任。
Be Engaging. The algorithm loves conversations. When people comment, 保持互動。演算法最愛對話。當人們留言時，
react, save, or share-it notices. And it rewards you. 按讚、回應、收藏或分享——它都會注意到。然後給你回報。
Let Go of the Fear 放下恐懼
It’s not about going viral. It’s about being visible to the right people over time through trustbuilding content that reflects who you are. So instead of saying, “The algorithm isn’t working,” ask: 重點不在爆紅，而是透過反映真實自我的信任建立內容，讓對的人逐漸看見你。所以與其抱怨「演算法沒用」，不如問問：
Am I showing up consistently? 我有持續出現嗎？
-Is my message clear? - 我的訊息夠清楚嗎？
Am I giving people something to respond to? 我有提供讓人回應的內容嗎？
Don’t aim to trick the system. Aim for resonance. Because when your content truly speaks to someone, the algorithm will do what it’s designed to do: help them find you. 不要試圖欺騙系統。要追求共鳴。因為當你的內容真正打動人心時，演算法自然會發揮它應有的作用：幫助對的人找到你。
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Use the prompts below to define your: 使用以下提示來定義你的：
Audience (Customer): Who is your dream customer? What are their pain points, values, and interests? Where do they spend their time online? 受眾（客戶）：誰是你的理想客戶？他們的痛點、價值觀和興趣是什麼？他們在網上花時間的地方是哪裡？
Message (Core Message): What transformation can you help create? How do you solve their problem? What’s one story or example that brings this to life? 訊息（核心訊息）：你能協助創造什麼樣的轉變？你如何解決他們的問題？有什麼故事或例子能讓這一切變得生動？
Channel (Where You’ll Show Up): Where does your audience hang out most- 管道（你將出現的地方）：你的受眾最常在哪裡出沒？
Facebook, Instagram, LinkedIn, email? How will you consistently show up there with your message? Facebook、Instagram、LinkedIn，還是電子郵件？你將如何持續在那裡傳達你的訊息？
(3) Now, pick one channel and one message to show up with this week. Make it simple. Make it real. And most importantly-make it you. (3) 現在，選擇一個管道和一個訊息，本週就從這裡開始。保持簡單、真實，最重要的是——展現真實的自我。
Chapter 3 第 3 章
Attract (The A\mathbf{A} in C.A.R.E.) 吸引（C.A.R.E.中的 A\mathbf{A} ）
Play Your Tune-Your People Will Find You 演奏你的旋律－對的人自然會找到你
If you try to speak to everyone, you end up speaking to no one. 若試圖討好所有人，最終將失去所有聽眾。
Let’s be honest: social media can feel noisy. Everyone’s vying for attention, trying to outdo one another with the flashiest content or the most perfectly curated feed. But here’s the truth: the secret to standing out isn’t shouting louderit’s speaking clearer to the right people. 老實說：社群媒體有時讓人覺得很吵雜。大家都在爭搶注意力，試圖用最炫目的內容或最精心策劃的動態來超越彼此。但真相是：脫穎而出的秘訣不在於更大聲地吶喊，而是向對的人更清晰地傳達訊息。
This is the power of attraction marketingmagnetising your dream customers by being unapologetically yourself, sharing real value, and letting your brand voice ring true. 這就是吸引力行銷的力量——透過毫不掩飾地做自己、分享真實價值，並讓你的品牌聲音真實呈現，來吸引你的理想客戶。
The Accordion Busker 手風琴街頭藝人
A few years ago, I was walking through Vegas and noticed a busker playing an accordion. Let’s face it-the accordion is a polarising instrument. Most people weren’t stopping; in fact, they were actively walking in wide circles to avoid the sound. But he didn’t stop playing. He didn’t swap instruments. He didn’t try to cater to the crowd. He smiled, tapped his foot, and kept going. 幾年前，我在拉斯維加斯散步時注意到一位演奏手風琴的街頭藝人。說真的，手風琴是個評價兩極的樂器。大多數人並沒有停下腳步；事實上，他們刻意繞大圈避開那聲音。但他沒有停止演奏。他沒有換樂器。他沒有試圖迎合群眾。他微笑著，輕踏著腳，繼續演奏。
Eventually, a little old man wandered over with his wife. He began tapping along. Then, another person stopped. Then another. Within minutes, a small crowd had formed. Some stopped because 最後，一位老先生和他的妻子漫步經過。他開始跟著節奏輕拍。接著，另一個人停下腳步。然後又一個。幾分鐘內，一小群人聚集了起來。有些人停下來是因為
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they genuinely enjoyed it. Others stopped because they were curious about the crowd. And that’s the magic. When you own your uniqueness, your people will find you. And the rest? They’ll come too-often because they simply want to be where the energy is. 他們真心享受這個時刻。其他人停下來則是因為對人群感到好奇。而這就是魔力所在。當你展現自己的獨特之處，屬於你的人就會找到你。至於其他人？他們往往也會跟著來——單純因為他們想待在充滿能量的地方。
You Don't Need Everyone 你不需要討好每個人
The goal is not to attract everyone-it’s to attract the right ones. When you try to please everyone, you dilute your message. When you try to be for everyone, you lose your edge. You will end 目標不是要吸引所有人，而是要吸引對的人。當你試圖取悅每個人時，你的訊息就會被稀釋。當你試圖迎合所有人時，你就會失去優勢。最終你將
up working with people you simply don’t enjoy serving, and let’s face it, you were never meant to serve. The most successful brands are crystal clear about who they serve, and they’re not afraid to be specific. 與那些你根本不喜歡服務的人共事，坦白說，你本來就不該服務這些人。最成功的品牌非常清楚他們服務的對象，而且他們不怕具體說明。
Think about your favourite accounts online. Chances are, they speak directly to something you care about. It feels like they “get” you. That’s not an accident. That’s clarity and intentional attraction. 想想你在網路上最喜歡的帳號。很可能他們直接談論你關心的事物，讓你感覺他們「懂」你。這並非偶然，而是明確且有意識的吸引力。
The "Not My Person" Story 「非我族類」的故事
One of the most defining moments in my speaking journey happened in the back of a conference room. After a keynote, a woman came up to me, arms crossed, and said, “I’ve heard all of this before. Nothing new.” At first, I was crushed. I replayed everything I had said, wondering where I had gone wrong. But then something powerful happened. Another woman approached-eyes wide, notebook full-and said, “That changed everything for me. I finally get it. I’m going to try 在我演講生涯中最具決定性的時刻之一，發生在一間會議室的後排。一場主題演講結束後，有位女士雙臂交叉走向我，說：「這些我都聽過了，沒什麼新意。」當下我深受打擊，不斷回想自己說過的每句話，思索哪裡出了錯。但接著發生了件震撼的事——另一位女士雙眼發亮、筆記本寫得滿滿地走過來說：「這完全改變了我的想法，我終於懂了，我要嘗試⋯⋯」
for the first time in months.” And that’s when I realised: Just because someone isn’t your person doesn’t mean your message isn’t powerful. You are not for everyone. But you are exactly what someone else needs. ⋯⋯這是幾個月來第一次。」就在那一刻我領悟到：當某人不是你的目標聽眾時，並不代表你的訊息不夠有力。你不需要迎合所有人，但對某些人而言，你正是他們所需。
The A to Z Strategy 從 A 到 Z 的致勝策略
Now, let’s get practical. One of my favourite attraction and connection techniques is something I call the A to Z Strategy. This strategy came from a brilliant leader I met years ago who would always check in with me every three 現在讓我們談點實際的。我最喜歡的吸引與連結技巧之一，就是我稱之為「A 到 Z 策略」的方法。這個策略源自多年前我遇見的一位卓越領導者，他總會每隔三個月⋯⋯
months. It was never salesy-just a quick voice note, something like, “Hey Sam, just thinking of you today. You popped into my mind. Hope you’re doing well!” 幾個月來從不推銷，只是簡短的語音留言，像是：「嘿，山姆，今天突然想到你。希望你一切順利！」
I always felt seen, and it kept the connection alive. Here’s what she did: She’d allocate 30 minutes on her working days for reach-outs and start with the A’s in her contact list. Next session, she’d move on to the B’s. And so on. By the time she got 我總覺得被放在心上，這讓聯繫持續保持溫度。她的做法是：每個工作日撥出 30 分鐘進行聯繫，從通訊錄的 A 開頭名字開始。下次就輪到 B 開頭，依此類推。當她聯繫到
to Z\mathbf{Z}, she looped back to A\mathbf{A}. Z\mathbf{Z} 時，便重新從 A\mathbf{A} 開始循環。
This system meant she never reached out because someone was the next most obvious person to sell to or because it was the end-of-month sales push. She reached out because they were next in line. Genuine. Relational. Consistent. And it worked. People remembered her. They felt connected. And they came back when they were ready. 這個系統確保她聯繫對方不是因為對方是下個潛在客戶，也不是月底衝業績。她聯繫純粹因為輪到他們了。真誠、重關係、持之以恆。這方法確實有效，人們記得她、感到有連結，等準備好時自然會回頭找她。
The Power of Voice Notes 語音訊息的魅力
Want to make an impression? Use their name. Even better? Say it with your voice. Voice notes are one of my favourite connection tools. They’re personal. Quick. Relational. They feel real, because they are! When someone receives a voice note, they aren’t questioning if you sent it to 100 other people in a mass message. Another reason I love voice notes, aside from them being far faster than typing a text, is that the recipient can’t see the content of the message until they click on itand then you have their undivided attention. 想讓人印象深刻嗎？直呼其名就對了。更棒的方式？用你的聲音說出來。語音訊息是我最愛的人際連結工具之一。它們既個人化又迅速，還能建立情感連結。這種真實感貨真價實！當對方收到語音訊息時，絕不會懷疑這是群發給上百人的罐頭訊息。除了輸入速度遠勝打字外，我熱愛語音訊息另一個原因是：收件人必須點開才能聽見內容——這意味著你將獲得他們百分之百的注意力。
Hot tip: use their name! It’s every human’s 實用技巧：喊出對方名字！這可是全人類
favourite word. We are programmed to love it from birth, so it makes people feel seen, and when people feel seen, they’re far more likely to remember you-and trust you. 最愛的字眼。我們從出生就被設定會喜歡聽見自己的名字，這能讓人感覺被重視。而當人們覺得被看見時，記住你——甚至信任你的機率就會大幅提升。
ACTION STEP: Define Your Attraction Plan 行動步驟：定義你的吸引力計劃
Use the prompts below to get intentional about who you want to attract and how you’ll show up: 利用以下提示，有意識地思考你想吸引什麼樣的人以及你將如何展現自己：
Who is your person? (More on this in chapter 12) 誰是你的理想對象？（更多內容請見第 12 章）
-What do they care about? -他們在乎什麼？
What are they struggling with? 他們正在為什麼而掙扎？
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-Where are they spending time online? -他們都在哪些網路平台花時間？
Share a lesson learned this week 分享本週學到的一課
Remember: You don’t need to chase. You just need 記住：你不需要追逐。你只需要
2. What makes you unique? to play your tune. The right people will hear it. 2. 什麼讓你與眾不同？演奏屬於你的旋律。對的人自然會聽見。
-What’s your voice like? -你的聲音是什麼樣的？
-What’s your tone? -你的語調如何？
-What do people often thank you for? -大家常感謝你什麼事？
3. How can you show up this week in a way that attracts your people? 3. 這週你可以用什麼方式展現自己，來吸引對的人？
Post a story that shows the real you 發一篇展現真實自我的限時動態
Send five voice notes to past customers 傳五條語音訊息給過去的客戶
Retain (The R\mathbf{R} in C.A.R.E.) 保留（C.A.R.E.中的 R\mathbf{R} ）
Retention Isn't a Strategy-It's a Standard 客戶留存不是策略，而是標準
Retention matters more than ever because your next sale is most likely to come from one of your last customers. Treat them like gold. 客戶留存比以往任何時候都更重要，因為你的下一筆交易很可能來自現有客戶。要把他們當成黃金般對待。
We live in a world obsessed with new. New followers. New leads. New sales. But in the chase for more, we often forget what’s right in front of us: our existing customers. And here’s the truth: It’s six times more expensive to get a new customer than it is to keep an existing one. Not only is retention cost-effective, but it’s also deeply rewarding. Because your current customers are more likely to buy again, refer others, and become brand ambassadors. So why wouldn’t we make this a top priority? 我們生活在一個痴迷於「新」的世界。新追蹤者、新潛在客戶、新訂單。但在追逐更多的過程中，我們常常忘記眼前已有的：現有客戶。而事實是：開發新客戶的成本是留住現有客戶的六倍。留存不僅成本效益高，而且回報豐厚。因為現有客戶更可能再次購買、推薦他人，並成為品牌大使。所以我們怎麼能不把這當作首要任務呢？
The Myth of “Churn and Burn” 「汰舊換新」的迷思
There’s an outdated belief in some business circles that if you’re not constantly churning out leads and closing new sales, you’re failing. I call this the churn-and-burn mentality. It looks like this: 某些商業圈中存在著一種過時的觀念，認為若不能持續產出潛在客戶並完成新交易，就是失敗。我稱之為「汰舊換新」心態。這種心態的表現如下：
Constantly hunting for new people 不斷尋找新客戶
Forgetting about the ones who’ve already said yes 卻遺忘了那些已經點頭答應的人
Moving too fast to nurture what’s already working 過於急進而忽略了現有成效的培育
This approach doesn’t just exhaust you; it damages your brand, and worse, it erodes trust. 這種做法不僅讓你精疲力竭，更會損害品牌形象，最糟的是它會逐漸侵蝕信任感。
Your best marketing? It’s word of mouth. And that only happens when people feel seen, valued, and supported. Genuine relationships build genuine loyalty. People don’t want to be treated like transactions. They want to feel like they matter. Here are a few simple ways to retain more customers by building real connections: 最有效的行銷方式？就是口碑相傳。而這只有在人們感受到被看見、被重視和被支持時才會發生。真誠的關係才能建立真正的忠誠度。人們不想被當成交易對象，他們希望感受到自己的重要性。以下是幾個透過建立真實連結來留住更多客戶的簡單方法：
\author{
Follow up without selling: A quick 不帶推銷的跟進：一個簡短的
“thinking of you” message goes a long way. 「想到你」的訊息就能發揮很大作用。
}
Celebrate milestones: Birthdays, anniversaries, even a “one-year since your first order!” message. 慶祝里程碑：生日、週年紀念日，甚至「下單一週年！」這樣的訊息。
Invite feedback: Ask how they’re finding the product or service and really listen. 邀請回饋：詢問他們對產品或服務的體驗，並真正傾聽。
Offer surprise value: Send a bonus tip, exclusive training, or just a note of encouragement. 提供驚喜價值：送出額外的小費、獨家訓練，或只是一張鼓勵的便條。
Say thank you: Don’t underrate good oldfashioned manners. You can even get clever and thank people publicly, creating thirdparty validation - a powerful sales tool. 表達感謝：別低估傳統好禮儀的價值。你甚至可以聰明地公開感謝他人，創造第三方認可——這是一個強大的銷售工具。
These moments don’t just build retention-they build reputation. 這些時刻不僅能建立客戶留存——更能建立聲譽。
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The Inner Circle Philosophy 核心圈哲學
I like to think of my customers as part of an inner circle. Not because it sounds fancy-but because it keeps me focused on nurturing the people who already believe in me. Your inner circle deserves: 我喜歡將我的客戶視為核心圈的一員。不是因為聽起來很酷，而是這樣能讓我專注於培育那些已經信任我的人。你的核心圈值得擁有：
Regular communication 定期交流
Early access to your offers 優先獲得你的優惠
Personalised experiences 個人化體驗
stick around. And they’ll bring others with them. 他們會留下來，還會帶來更多人。
*ACTION STEP: Nurture Your Inner Circle *行動步驟：培養你的核心圈
Pick three people from your existing customer base or audience. This week, do something thoughtful and unexpected for them: 從現有客戶或觀眾中挑選三個人。本週，為他們做些貼心且出乎意料的事：
Send a voice note 傳送一段語音訊息
Give a shoutout on social media 在社群媒體上公開致謝
Deliver a surprise bonus or thank-you gift 送上意外驚喜的獎金或感謝禮物
Ask yourself: 問問自己：
When you treat your audience like VIPs, they’ll 當你把觀眾當成 VIP 對待，他們就會
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-Who needs to hear from me this week? -這週誰需要聽到我的聲音？
-Who could I re-engage with some encouragement? -我可以透過哪些鼓勵重新與誰建立連結？
How can I show up with service that doesn’t over-sell? 我該如何展現不過度推銷的服務態度？
Then, take action. Because in a world that’s always looking forward-the magic is in looking after the people right beside you. 接著，採取行動。因為在這個總是向前看的世界裡，真正的魔力在於照顧好你身邊的人。
Chapter 5 第五章
Empower (The E in C.A.R.E.) 賦能（C.A.R.E.中的 E）
Knowledge Isn’t Power-It’s 知識不是力量－它是
only potential power 唯有潛在的力量
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You don’t need more information. You need more implementation. 你不需要更多資訊，你需要的是更多實踐。
Empowerment is the final and most critical step. 賦權是最終也最關鍵的一步。
You’ve connected, attracted, and retained. But if your business-and your personal growth-are going to thrive, you need to be empowered to take action. That means replacing overwhelm with ownership. Empowerment is what turns ideas into outcomes. It’s what helps you shift from “I know this already” to “I’m doing it.” Because you don’t need another strategy, you need to apply 你已經建立了連結、吸引了注意並留住了客戶。但若想讓事業與個人成長蓬勃發展，你需要被賦予採取行動的能力。這意味著用主動掌控取代不知所措。賦能正是將想法轉化為成果的關鍵，它能幫助你從「我早就知道了」轉變為「我正在實踐」。因為你不需要更多策略，你需要的是運用
what you already have. That’s where the gold is. 你既有的資源。這才是真正的價值所在。
Let’s talk about a trap I see people fall into all the time-especially in the online business world. They show up to a workshop or webinar. They fill pages of a notebook with notes. They get inspired. Fired up. Ready to go. And then… nothing. That notebook goes home, sits on a desk, gets buried under more paper, and becomes what I call “shelf help.” Only implementation unlocks transformation. To go from shelf help to selfhelp, we need to expand on the 2 mm shift-those minor adjustments I mentioned earlier. 讓我們來談談一個我常見人們陷入的陷阱——尤其在網路商業領域。他們參加研討會或線上講座，筆記本寫滿了好幾頁，深受啟發、熱血沸騰、準備大展身手。然後⋯⋯就沒有然後了。那本筆記本帶回家後擱在桌上，被更多文件淹沒，成了我所謂的「書架自助」。唯有實際執行才能帶來轉變。要從「書架自助」晉升為「真正自助」，我們需要延伸探討先前提到的「2 毫米轉變」——那些微小的調整。
The 2 mm Shift 2 毫米轉變
You’ve heard me say this before: “It’s not about doing a lot. It’s about doing a little-consistently.” I call this the 2mm\mathbf{2 m m} Shift. 你之前聽我說過這句話：「重點不在於做很多，而在於持續做一點點。」我稱之為 2mm\mathbf{2 m m} 轉變。
Remember the golfer teeing off I mentioned earlier? If they adjust the club angle by just 2 millimetres, it changes the trajectory of the ball by miles down the course. Small tweaks equal big results. The same goes for your business. One extra follow-up. One more live video. One new connection. One post you almost didn’t 記得我之前提到的那位準備開球的高爾夫球手嗎？只要調整球桿角度 2 毫米，就能大幅改變球在球道上的飛行軌跡。微小的調整帶來巨大的成果。你的生意也是如此。多一次跟進、多一場直播、多一個新聯繫、多一篇你差點沒發的
share. When done with intention, these tiny acts compound. 貼文。當這些小行動帶著意圖持續累積，效果就會倍增。
Action is where courage lives, and courage doesn’t show up all at once. It grows with action. When you do something scared, you tell your brain: “I can.” And the more you act, the braver you become. So, if you’ve ever waited until you felt ready-this chapter is your permission slip to stop waiting. Show up scared. Show up messy. Just show up anyway. 行動是勇氣的居所，而勇氣不會突然全部出現。它隨著行動逐漸增長。當你帶著恐懼去做某件事，你其實是在告訴大腦：「我可以。」你行動得越多，就會變得越勇敢。所以，如果你總是在等待「準備好」的感覺——這一章就是你的通行證，讓你停止等待。帶著恐懼出現、帶著混亂出現。無論如何，先出現就對了。 ≉\not \approx ACTION STEP: Choose Your 2 mm Shift ≉\not \approx 行動步驟：選擇你的 2 毫米微小改變
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Right now, pick one action-just one-that you can take in the next 12 hours. Ask yourself: 現在，請選擇一個行動－只要一個－你能在接下來 12 小時內完成的。問問自己：
What is one thing I learned in this book so far that I can immediately apply? 到目前為止，我在這本書中學到哪一件事是可以立即應用的？
Is it a mindset shift? A message to send? A conversation to start? 這是一種心態的轉變嗎？是要傳達的訊息嗎？還是開啟對話的契機？
How can I hold myself accountable to do it today? 我該如何讓自己今天就負起責任付諸行動？
Bonus exercise: At the end of each week, ask yourself: “What is my 2 mm shift going to be next week?” Then, write it down and schedule it. 額外練習：每週結束時，問問自己：「下週我要做的微小改變是什麼？」然後把它寫下來並排入行程。
Chapter 6 第六章
Boundaries, Burnout & Being Human - Creating Sustainable Momentum 界線、倦怠與人性——創造可持續的動力
“You don’t have to set yourself on fire to keep everyone else warm.” ~ Unknown 「你不必燃燒自己來溫暖他人。」～佚名
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Let’s talk about something most strategy books skip over: being human. Yes, this book is about showing up online. Yes, we’ve covered algorithms, storytelling, and creating curiosity. But none of that matters if you’re too burned out to post or too overwhelmed to care. The truth is sustainable social media doesn’t start with strategy; it starts with boundaries. 讓我們來談談多數策略書籍都跳過的部分：人性。沒錯，這本書談的是如何在網路上展現自我。是的，我們討論了演算法、故事敘述和創造好奇心。但如果你已經倦怠到無法發文，或壓力大到無暇顧及，這些都毫無意義。事實上，可持續的社群媒體經營不是從策略開始，而是從設定界線開始。
We often blame social media for overwhelmand rightly so. You are exhausted, but it’s not just social media’s fault. Sometimes, the pressure doesn’t come from the platform. It stems from the expectations we set for ourselves: 我們經常將過度負荷歸咎於社群媒體，這確實有其道理。你感到筋疲力盡，但這不僅僅是社群媒體的錯。有時候，壓力並非來自平台本身，而是源於我們對自己設定的期望： larr\leftarrow You feel like you should be doing more. larr\leftarrow 你覺得自己應該做得更多。
You think you’re falling behind. 你認為自己落後了。 larr\leftarrow You compare yourself to people with full teams and flawless feeds. larr\leftarrow 你拿自己和擁有完整團隊與完美動態的人比較。 larr\leftarrow You feel guilty for resting. larr\leftarrow 你對休息感到愧疚。
I want to give you permission right now: you are allowed to build a business in a way that sustains you-not drains you. And guess what? You’ll probably grow faster that way. 我想現在就給你許可：你可以用一種能滋養而非耗盡自己的方式經營事業。知道嗎？這樣你可能會成長得更快。
Boundaries Are Not Barriers 界線不是阻礙
-They’re Bridges 它們是橋樑
Setting boundaries around your online presence is not about doing less. It’s about doing what matters more consistently, with more joy, and with a lot more peace of mind. Some examples of healthy boundaries: 為你的線上存在設定界線，並不是要你做得更少，而是要讓你更持續地做重要的事，帶著更多喜悅，以及更安心。以下是一些健康界線的例子：
Choosing days you don’t post but schedule so you’re not “always on” 選擇不發文的日子，但事先排程，這樣你就不必「隨時待命」
Limiting how often you check DMs 限制查看私訊的頻率
Saying no to trends that don’t align with your values 對不符合你價值觀的潮流說不
Creating templates to make content faster Your content isn’t more powerful when you’re exhausted; it’s more powerful when it’s intentional. 建立模板讓內容產出更快速 當你精疲力竭時，你的內容並不會更有力量；唯有當內容是經過深思熟慮時，它才會更具影響力。
Burnout is the Enemy of Bravery 倦怠是勇氣的敵人
Here’s what burnout looks like in real life: 以下是現實生活中倦怠的樣貌：
You stop posting altogether and feel ashamed for falling off. 你完全停止發文，並對自己的停更感到羞愧。
You rush out random content to stay visible, losing your message in the noise. 你隨意發布內容只為了保持存在感，卻讓真正的訊息淹沒在雜訊中。
You dread showing up online-even if you love your business. 即使熱愛自己的事業，你仍害怕在網路上露面。
One of the most powerful things you can do is plan for the times you know life will get messy. I call this your “In Case of Life” stash. 你能做的最有力的事情之一，就是為生活中必然會出現混亂的時刻預做準備。我稱之為「生活應急儲備」。
It’s a bank of content you prepare in advancesimple, evergreen posts you can reach for during busy seasons, family emergencies, or those weeks when nothing seems to go right. You’ll thank yourself later. 這是你預先準備好的內容庫——簡單、歷久彌新的貼文，讓你在忙碌季節、家庭緊急狀況，或諸事不順的週間都能隨時取用。未來的你會感謝現在的自己。
When Consistency Means Grace 當一致性意味著恩典
Let’s clear this up: consistency doesn’t mean posting daily with military precision. It means showing up regularly, with purpose, even if it looks different in different seasons. It means allowing grace when your child is sick, your schedule is chaos, or your energy is low. Because being human online is one of your greatest 讓我們釐清這一點：一致性並非意味著要像軍隊般精準地每日發文。它代表的是有目的地定期出現，即使在不同季節看起來有所不同。它意味著當孩子生病、行程一團混亂或精力低落時，允許自己擁有緩衝空間。因為在網路上展現人性化的一面，正是你最大的
strengths. You don’t need to be robotic to be reliable. You just need a rhythm that works for you. 優勢之一。你不需像機器人般才能顯得可靠。你只需要找到適合自己的節奏。
My Scheduling Sanity Tips 我的行程安排理智建議
I often say that posting on the fly is like throwing spaghetti at the wall and hoping something sticks. Strategy goes out the window, and when life happens (because it will), you realise it’s been two days since you posted, and you panic-post something random just to stay visible. Here’s how to avoid that spiral: 我常說隨興發文就像把義大利麵往牆上扔，看哪根能黏住。策略完全拋諸腦後，當生活瑣事來襲（這是必然的），你會發現已經兩天沒發文，於是慌亂中隨便發點東西只求保持存在感。以下教你如何避免這種惡性循環： ✓\checkmark Schedule Weekly, Not Monthly: Spending one to two hours a week planning your next seven days is more manageable than trying to plan a month in one go. You’ve already got your strategies. You’ve got your objectives. You’ve got your audience and your voice. You’re not starting from scratch. ✓\checkmark 每週排程，而非每月：每週花一兩小時規劃接下來七天，比一口氣規劃整個月更容易執行。你已經有策略了。你有目標了。你了解受眾和自己的風格。你不是從零開始。 ✓\checkmark Use Tools to Simplify: You don’t have to automate everything, but having a few posts lined up in advance means you won’t go radio silent when things get busy or life just… happens. Our members receive complimentary access to a custom scheduler we’ve built specifically for ✓\checkmark 善用工具簡化流程：不必把所有事情都自動化，但預先排好幾篇貼文代表即使忙碌或生活突發狀況...你也不會突然消聲匿跡。我們的會員能免費使用我們專為
them, but there are also plenty of other great tools we’ve tried that you can use. Here is a list: 他們打造的客製化排程工具，不過我們也試用過其他許多好工具可供選擇。以下是清單：
BAM is your all-in-one social media hub to curate, organise, create, and share content fast and without fuss. I even have a special reader discount if you use this link: https:// mybam.app/suagift BAM 是你的一站式社交媒體中心，能快速且輕鬆地策劃、組織、創作和分享內容。如果你使用這個連結，我還為讀者準備了特別折扣：https://mybam.app/suagift
Later 稍後
Hootsuite
Sprout Social
Canva’s built-in scheduler Canva 的內建排程工具
Meta Business Suite (personal note-it can be clunky). Meta 商務套件（個人筆記－可能有點笨重）
As mentioned, my members get gifted a tool we custom-built just for them. We’ve listed a special reader-only offering for our memberships at the end of this book. Regardless of what you choose, the key is to make it easier on yourself. 如先前所述，我的會員會獲贈我們專門為他們客製打造的工具。我們在本書末尾為會員們列出了一項特別的讀者專屬優惠。無論你選擇什麼，關鍵是要讓自己更輕鬆。 ✓\checkmark Raid the Gallery Graveyard: You know all those great photos and videos sitting in your phone that never make it to social media? I call that your Gallery Graveyard. And it’s a goldmine. ✓\checkmark 挖掘相簿墳場：你知道手機裡那些從未上傳到社群媒體的精彩照片和影片嗎？我稱之為你的「相簿墳場」。而這其實是個寶庫。
Go through your phone weekly during your planning session. 每週規劃時段翻閱手機相簿
Upload the images you might want to use into your scheduling tool Drafts (no caption needed yet!) 將可能用到的圖片上傳至排程工具 Drafts（暫時不需加註說明文字！）
Create folders like Social Media Potential so you know exactly where to find postworthy content later. 建立「社群媒體素材庫」等資料夾，方便日後快速找到適合發文的內容
Use those stored images when you’ve got a great caption idea, or vice versa. You’d be surprised how many gems are hidden in your phone from years ago that pair perfectly with a new message today. 當想到絕佳貼文標題時，就能立即搭配庫存圖片使用，反之亦然。你會驚訝發現多年前手機裡珍藏的舊照，往往能完美呼應當下的新訊息。
This process can save you hours, not to mention mental energy. 這個過程能為你省下數小時的時間，更不用說節省的心力了。 darr\downarrow ACTION STEP: Build Your “In Case of Life” Content Stash darr\downarrow 行動步驟：建立你的「生活應急」內容儲備庫
Let’s make this practical: 讓我們實際操作：
Go back through your best-performing posts. Save three to five that you could reshare in future seasons. 回顧你表現最佳的貼文，挑選三到五篇可以在未來季節重新分享的內容。
Draft three new posts now that don’t rely on current trends-maybe a great tip, a client win, or a personal story. 現在就草擬三篇不依賴當前趨勢的新貼文——可以是一個實用技巧、客戶成功案例，或是個人故事。
Save them all in a Life Happens folder (Google Drive, Canva folder, phone noteswhatever works for you). 將它們全部存進「突發狀況」資料夾（Google 雲端硬碟、Canva 資料夾、手機備忘錄——任何適合你的方式）。
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That way, when chaos hits, you’re covered. 這樣一來，當混亂來臨時，你就能從容應對。
You are not a machine. You are a brilliant, brave, busy human building something beautiful. Set your boundaries. Honour your energy. Plan ahead. Then, show up anyway. When you care for yourself, you can serve others even more powerfully. 你不是機器。你是一個聰明、勇敢又忙碌的人類，正在打造美好的事物。設定你的界線。尊重你的能量。預先規劃。然後，無論如何都要現身。當你照顧好自己，就能更有力量地服務他人。
In a world where everyone is trying to sell, the ones who tell stories stand out. Storytelling is the heart of connection. It’s how we relate, remember, and inspire. It’s also one of the most underutilised tools in social media and business today. Stories don’t just convey informationthey carry emotion. They allow your audience to see themselves in your journey, your offer, and your mission. And this is where storyselling comes in. 在這個人人都在推銷的世界裡，說故事的人特別突出。說故事是連結的核心。這是我們建立關係、留下記憶和激勵他人的方式。它也是當今社群媒體和商業中最未被充分利用的工具之一。故事不僅傳遞資訊——它們還承載情感。它們讓你的受眾能在你的旅程、你的提案和你的使命中看見自己。這就是「故事銷售」的用武之地。
Storyselling works because people make decisions emotionally first, then justify them logically. A story can bypass scepticism and resistance and go straight to the heart. Whether it’s: 故事銷售之所以有效，是因為人們總是先感性做決定，再用理性來合理化。一個故事能繞過懷疑和抗拒，直達內心。無論是：
A transformation story 一個轉變的故事
A behind-the-scenes moment 幕後花絮時刻
A vulnerable confession 脆弱真心的告白
Or a client success story 或是客戶的成功故事
Stories make what you do relatable. And when people relate to you, they begin to trust you. Your product might be amazing, but it’s your story that captures people’s attention. 故事能讓你所做的事更貼近人心。當人們與你產生共鳴時，便會開始信任你。你的產品或許很棒，但真正吸引人們目光的，是你的故事。
My Wake-Up Call: The Lady in the Back of the Room 我的覺醒時刻：坐在教室後排的那位女士
One of the most powerful lessons I ever learned about the power of storytelling didn’t come from a marketing book or a business coach. It came from a woman sitting in the back of the room. I was running a workshop one day, and I noticed a woman who didn’t quite fit my ideal client profile. She was sitting quietly, not taking many notes, and not really engaging. I’ll be honest-at the time, I assumed she wasn’t getting much from the 關於說故事的力量，我學到最深刻的一課並非來自行銷書籍或商業教練，而是來自一位坐在教室後排的女士。某天我主持工作坊時，注意到一位不太符合我理想客戶輪廓的女性。她靜靜坐著，沒做太多筆記，也不太投入互動。老實說——當時我以為她沒從這場
session. I thought she’s probably here for someone else. 活動中獲得什麼收穫，猜想她可能是陪別人來參加的。
But at the end of the day, she walked up to me and said, “Thank you. You’ll never know how much I needed to hear what you shared today.” 但當天活動結束時，她走向我說：「謝謝你。你永遠不會知道你今天的分享對我有多重要。」
It floored me. That day reminded me of something essential: You are not always speaking to the people who are the loudest. Sometimes, the person who needs you most is the one sitting quietly in the back. Your story might be exactly what someone needs to hear, but you’ll never know unless you share it. Your audience doesn’t need more facts. They need to feel something. 這件事讓我深受震撼。那天讓我領悟到一個重要道理：你說話的對象不總是那些最大聲的人。有時候，最需要你的人正靜靜坐在角落。你的故事可能正是某人需要聽到的，但若不分享就永遠不會知道。觀眾需要的不是更多事實，而是能觸動內心的感受。
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They need to see themselves in your journey. Your message. Your why. 他們需要在你的人生旅程、你的訊息、你的初衷中看見自己的影子。
Storytelling is about sharing a narrative. StorySelling is about sharing a narrative that naturally leads to an offer, a lesson, or a transformation without the hard pitch. Storyselling allows you to invite people into your world, your values, and your offer in a way that feels personal, not pushy. 說故事是分享一段敘事。而故事行銷則是分享一段能自然導向提案、啟示或轉變的敘事，無需強硬推銷。故事行銷讓你用個人化而非壓迫的方式，邀請人們進入你的世界、價值觀與提案。
The Power of Micro-Stories 微小故事的力量
Smith, taught me that micro-stories are just as powerful-if not more so-than the big, dramatic ones. These are the little moments that happen every day. They’re easy to miss but packed with meaning. 史密斯教會我，微小故事的力量絕不亞於那些戲劇性的大故事，甚至可能更強大。這些是日常生活中發生的細微時刻，雖然容易忽略，卻充滿意義。
After a conversation with Lisa, I decided to pull out one of my old journals from when I was a teenager. As I flipped through the pages, I remember thinking my life felt so much more interesting back then. But the truth was-it wasn’t. I just wrote more things down. I paid attention to the small stuff. 與麗莎談話後，我決定翻出青少年時期的舊日記。當我翻閱那些頁面時，記得當時覺得自己的生活有趣多了。但事實並非如此——只是當時我把更多事情記錄下來，更關注那些細微小事。
One of my amazing mentors, Lisa McInnes- 我其中一位出色的導師麗莎·麥金尼斯-
I realised that in our busy lives, those tiny everyday wins, insights, and moments get eclipsed by the high highs and low lows. When we don’t record or reflect on them, we forget them entirely, and that’s when this next story happened. 我意識到在忙碌的生活中，那些日常的小勝利、洞見和時刻，總是被情緒的高低起伏所掩蓋。當我們沒有記錄或反思這些時刻時，就會完全忘記它們，而這就是下一個故事發生的契機。
Parkrun and the Unexpected Ripple Parkrun 與意外的漣漪效應
Not long after that journal moment, I went to do a local parkrun. It was at a brand-new location, and I didn’t know anyone there. It was a small group -just 30 people-and I felt out of place. As I was running, I noticed the other runners. Everyone seemed to know each other. I was the outsider. 在那次日記事件後不久，我去參加了當地的 parkrun 活動。那是在一個全新的地點，我誰也不認識。那是個小團體——只有 30 人——讓我覺得格格不入。跑步時我注意到其他跑者，大家似乎都彼此熟識，只有我是局外人。
As we hit the halfway point and turned around to head back, I picked up my pace. I wanted to have a good time. I could hear someone behind me breathing heavily, and I thought, no way. I’m not letting them overtake me. I pushed hard to the finish line. I crossed it, completely wrecked, trying not to throw up. But I had a great time and was proud of myself. 當我們跑到半程折返點時，我加快了步伐。我想要跑出好成績。聽到身後有人氣喘吁吁，我心想：門都沒有，絕不讓對方超越我。我拼命衝向終點線，過線時整個人都虛脫了，差點吐出來。但我玩得很開心，也為自己感到驕傲。
Then I turned around. The person behind me? An older man-maybe in his 70s-keeled over, catching his breath. People began to gather around him, cheering and giving him high-fives. 接著我轉過身。站在我身後的那個人？是一位年約 70 多歲的老先生，他彎著腰喘著氣。人們開始圍繞著他，為他歡呼並擊掌鼓勵。
He looked up, pointed at me, and said, “Blame her.” 他抬起頭，指著我說：「都怪妳。」
I froze. Until he smiled and added, “Thank you for pushing yourself. You helped me get my best time. I stayed on your tail the whole way. You gave me a personal best.” 我當場愣住。直到他露出笑容補充道：「謝謝妳這麼拚命。妳幫我跑出了最佳成績。我全程都緊跟著妳。妳讓我創下個人最佳紀錄。」
I was stunned. I’d had an impact on someone just by showing up, just by trying. That night, I wrote the story down. Because I never wanted to forget it. That was a micro-moment-and a powerful one. 我震驚不已。僅僅是出席參賽、盡力而為，我就對某人產生了影響。那天晚上，我把這個故事寫了下來。因為我永遠不想忘記。那是個微小卻充滿力量的瞬間。
We often don’t realise who we’re inspiring. Sometimes, someone is following your lead 我們常常沒有意識到自己正在激勵著誰。有時候，有人正默默地跟隨你的腳步
quietly, drawing strength from your actions. So, if you’re ever wondering if you matter or if you’re making a difference, remember someone might be getting their PB just because you kept showing up. 從你的行動中汲取力量。所以，當你懷疑自己是否重要、是否帶來改變時，請記住：可能正因為你的堅持出現，有人因此突破了自己的最佳表現。
How to Use Storyselling in Your Business 如何在事業中運用故事行銷
You don’t need a dramatic origin story. You just need to: 你不需要一個戲劇性的起源故事。你只需要：
Be real 做真實的自己
Be relevant 保持相關性
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Try This Simple Framework: 試試這個簡單的框架：
Set the Scene: What was happening? What did life look like at the start of the story? 設定場景：故事開始時發生了什麼？當時的生活是什麼樣子？
Introduce the Struggle: What was the challenge, pain, or moment of doubt? 引入困境：面臨了什麼挑戰、痛苦或懷疑的時刻？
Show the Shift: What happened that changed things? 展現轉變：發生了什麼事讓情況有所改變？
Highlight the Solution: What helped you move forward? (This is where your product, service, or mindset may come in) 突顯解決方案：是什麼幫助你繼續前進？（這裡可以帶入你的產品、服務或心態）
Deliver the Takeaway: What’s the lesson? 傳達重點：學到的教訓是什麼？
How can your audience apply it to their life? 你的聽眾如何將它應用到生活中？
The 4-Part StorySelling Framework 四部分故事銷售框架
Here’s how to craft your next storyselling post: 以下是打造你下一篇故事行銷貼文的訣竅：
Hook: Start with a relatable moment or statement 開場鉤子：用一個能引起共鳴的時刻或陳述開頭
Emotion: Share the feelings, not just the facts 情感渲染：分享感受而不只是陳述事實
Message: What’s the lesson or insight? 核心訊息：要傳達的教訓或洞見是什麼？
Invitation: A soft offer, CTA, or next step 邀請：一個溫和的提議、行動呼籲或下一步
This format allows you to sell with soul-not spam. 這種方式讓你能用靈魂銷售，而非垃圾訊息。
“Don’t wait until the story is over to share it. 「別等到故事結束才分享。
People connect with the process, not just the outcome.” 人們連結的是過程，而不只是結果。」
ACTION STEP: Share One Story 行動步驟：分享一個故事
Choose one story from your life or business journey that illustrates a lesson, value, or transformation you want your audience to know about. It doesn’t have to be dramatic; it just has to be true. 從你的生活或創業歷程中選擇一個故事，這個故事要能展現出你想讓觀眾了解的一課、價值觀或轉變。它不必戲劇化，但必須是真實的。
Post it on social media this week. 本週將它發布在社群媒體上。
End with a question that invites 最後用一個邀請參與的問題作結
connection: “Has this ever happened to you?” or “What’s your story?” 「你也有過這樣的經驗嗎？」或是「你的故事是什麼？」
Remember: You never know who’s sitting in the back of the room until they come forward and say, “Thank you.” 記住：你永遠不知道誰坐在房間的後排，直到他們走上前來說：「謝謝你。」
THEN Craft Your First StorySelling Post. 接著打造你的第一個故事銷售貼文。
Use the 4-Part StorySelling Framework to write your post: 運用四部分的故事銷售框架來撰寫你的貼文：
Hook 鉤子
Emotion 情感
Message 訊息
Invitation 邀請
Then, post it. See what happens when you lead with the human first. 然後，把它發佈出去。看看當你以人性為先時會發生什麼。
(3) Bonus: Keep a “Story Bank” in your phone or notebook. Every time a moment makes you feel something, jot it down. These are your future content goldmines. (3) 額外技巧：在手機或筆記本中建立一個「故事銀行」。每當某個時刻觸動你時，就把它記下來。這些都是你未來的內容金礦。
Chapter 8 第 8 章
The Ripple Effect 漣漪效應
“You never know how far the ripples of your actions will travel. But trust this: they always do.” 「你永遠不會知道你的行動會激起多遠的漣漪。但請相信：它們總會擴散開來。」
We often measure success by what we can seelikes, comments, income, promotions, and public recognition. But some of the greatest impact you’ll ever have… you’ll never see. That’s the ripple effect. And it’s one of the most powerful reminders I can leave you with. 我們常以看得見的事物來衡量成功——按讚數、留言數、收入、升遷，以及公眾認可。但你將產生的某些最重大影響...是你永遠看不見的。這就是漣漪效應。而這是我能留給你最有力的提醒之一。
Your Impact Goes Far Beyond the Sale 你的影響力遠超越交易本身
Every time you show up with courage, every time you connect with someone, every time you share something that helps, uplifts, or inspireseven if no one “likes” it or comments-you are 每次你鼓起勇氣現身，每次你與他人建立連結，每次你分享有益、鼓舞或啟發人心的內容——即使沒有人按讚或留言——你都在
creating ripples. Sometimes, those ripples land right away. A person messages you to say, “I needed that today.” But more often, they echo in the background until one day you hear something like, “What you said two years ago completely changed how I thought about my business.” or, “Because of your encouragement, I finally took action.” And sometimes, you never hear it, but the impact is still real. Still happening. 激起漣漪。有時，這些漣漪會立即產生迴響。有人會傳訊息告訴你：「我今天正需要這個。」但更多時候，它們會在背景中迴盪，直到某天你聽到這樣的話：「你兩年前說的話徹底改變了我對事業的看法。」或是「因為你的鼓勵，我終於採取行動了。」有時，你永遠不會聽到這些回饋，但影響依然真實存在。持續發生著。
A Lesson I'll Never Forget 一堂永生難忘的課
When I was first invited to deliver a keynote presentation, I hadn’t ever thought of myself as a speaker. I didn’t even consider myself 當我第一次受邀發表主題演講時，我從不認為自己是個演說家。我甚至不覺得
someone comfortable with public speaking. But the results I was seeing in my business and the work I was doing with others had caught my attention. I’d been asked to speak at two events -one was a high-level industry conference that rarely brought in outsiders, and the other was a training day for 300 consultants who needed help understanding how to use social media more effectively. I was excited but terrified. I was standing backstage, my stomach in knots, feeling physically sick with nerves. 自己是個擅長公開演講的人。但我在事業上看到的成果，以及與他人合作的工作引起了我的注意。我受邀在兩場活動中演講——一場是業界高階會議，極少邀請外來講者；另一場是為 300 名顧問舉辦的培訓日，他們需要幫助以更有效地運用社群媒體。我既興奮又害怕。站在後台時，我的胃揪成一團，緊張到身體不適。
I rang my coach. She was a seasoned speaker herself, and I needed to hear her voice. 我打電話給我的教練。她本身就是一位經驗豐富的演講者，而我需要聽聽她的聲音。
I asked her, “How do you do this? How do I get out there and do a good job?” 我問她：「妳是怎麼做到的？我該怎麼上台並表現出色？」
What she said has never left me. 她說的話讓我至今難忘。
“Sam, it is none of your business what they think of you. Your job is not to please them. You can’t control how they receive you. Your only job is to impact one person in that room. If you do that, you’ve done your job.” 「山姆，他們怎麼看你根本不關你的事。你的工作不是取悅他們。你無法控制他們如何接受你。你唯一的工作就是影響在場的其中一個人。如果你做到了，你就完成了任務。」
She also said, “The day you stop feeling nervous, you should stop doing this. Because nerves mean you care.” 她也說過：「當你不再感到緊張的那天，就該停止做這件事。因為緊張代表你在乎。」
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So, I got out there. And I spoke to that one person. And at the end of it all, I received a message from someone in the audience that proved it had worked. 所以，我鼓起勇氣站出去了。我對那個人說了話。而最終，我收到了一位觀眾的訊息，證明這招確實奏效。
I’ll never forget that feeling. And I still use that mindset every time I hit record on a Live, step on stage, or share something that feels vulnerable. 我永遠忘不了那種感覺。直到現在，每次開直播、站上舞台，或是分享那些讓人感到脆弱的內容時，我都依然保持著這樣的心態。
Every Day You Show Up, 你每天堅持出現，
You Create Ripples 就會激起漣漪
That story you posted? Someone read it and felt 你發佈的那則故事？有人讀了之後感到
less alone. That product you shared? It helped someone feel more confident, sleep better, or save time. That voice note you sent? It brightened someone’s day-and maybe, just maybe, helped them feel seen in a world that so often ignores them. And that small act of showing up consistently? It inspired someone else to do the same. 不再那麼孤單。你分享的那項產品？它幫助某人更有自信、睡得更好或節省時間。你傳送的那條語音訊息？它點亮了某人的一天——或許，只是或許，在這個經常忽略他們的世界裡，讓他們感到被看見。而你持續出現的那個小小舉動？它激勵了其他人也這麼做。
You’ll never know the full impact of your courage. But it’s real. It matters. And it multiplies. So, if you’re ever tempted to believe you’re not making a difference, let this be your reminder: The ripple effect is never small. Because the person you impact today may go on to impact hundreds more. 你永遠無法完全知曉自己勇氣帶來的影響。但這影響是真實存在的，它至關重要，而且會不斷擴散。所以，當你開始懷疑自己是否真的有所改變時，請記住：漣漪效應從來都不是微不足道的。因為你今天影響的人，可能會繼續影響數百人。
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ACTION STEP: Reflect and Reach Out 行動步驟：反思與聯繫
Reflection Prompt: Look back on the last 3-6 months of your business. What ripple moments can you identify-messages from clients, kind words, lives changed, relationships formed? 反思提示：回顧過去 3 到 6 個月的業務發展。你能找出哪些漣漪時刻——來自客戶的訊息、溫暖的話語、改變的人生，或是建立的關係？
Gratitude Prompt: Who impacted you recently? Reach out and thank them. You’ll be surprised how powerful this simple gesture can be. 感恩提示：最近有誰影響了你？主動聯繫並感謝他們。你會驚訝於這個簡單舉動的力量有多強大。
Connection Prompt: Choose one person from your community to send a genuine message to today. Let them know they 連結提示：從你的社群中選擇一個人，今天發送一條真誠的訊息給他們。讓他們知道他們
matter and that they’re doing great. That you see them. 很重要，而且他們做得很好。你看見他們的努力了。
You don’t need to change the world. You just need to show up for one person. 你不需要改變世界。你只需要為一個人出現就夠了。
That’s where the magic begins. 這就是魔法開始的地方。
Chapter 9
Creating Curiosity Without Being Spammy 第 9 章 創造好奇心而不惹人厭
"Marketing is no longer about the stuff that you make, but about the stories you tell-and the intrigue you build." 「行銷不再關乎你製造的產品，而是你講述的故事——以及你營造的懸念。」
Curiosity is one of the most powerful tools in your marketing toolkit. When people are curious, they lean in. They want to know more. They ask questions. And in a world full of noise, curiosity is what helps you stand out. But here’s the key: There’s a difference between curiosity and clickbait. Curiosity invites. Clickbait manipulates. Your goal is to spark interest-not to trick or pressure people. 好奇心是你行銷工具中最強大的武器之一。當人們感到好奇時，他們會主動靠近。他們想知道更多。他們會提出問題。在這個充斥著噪音的世界裡，好奇心能幫助你脫穎而出。但關鍵在於：好奇心和標題黨之間存在差異。好奇心能吸引人，而標題黨則是在操弄。你的目標是激發興趣——而非欺騙或施壓於人。
Curiosity converts. Think about the last time something grabbed your attention online. Chances are, it was because it made you think: 好奇心能帶來轉換。回想一下上次在網路上吸引你注意的事物。很可能就是因為它讓你思考：
Wait, what does that mean? 等一下，這是什麼意思？
Is that true? 這是真的嗎？
I need to know more. 我需要知道更多。
That’s the power of curiosity. It creates a gapa tension-between what your audience knows and what they want to know. And when that gap is there, the brain works to close it. This is why curiosity drives engagement, opens conversations, and ultimately leads to conversions. People can’t engage if they scroll past. And they won’t stop if they already feel like they know everything you’re going to say. 這就是好奇心的力量。它在你的觀眾所知與他們想知道的之間創造了一個缺口——一種張力。當這個缺口存在時，大腦就會努力去填補它。這就是為什麼好奇心能驅動參與度、開啟對話，最終促成轉化。如果人們滑過去了，就無法參與。而如果他們覺得已經知道你要說的一切，他們就不會停下來。
If you tell them everything, they don’t need to ask. But if you tell them just enough, they’ll come closer. 如果你把一切都告訴他們，他們就不需要問了。但如果你只透露恰到好處的資訊，他們反而會更靠近你。
Tease, Don't Tell 吊胃口，別說破
This is a core principle of what I teach: You don’t need to post everything all at once. Instead of saying, “We’ve just released our lavender- 這是我教學的核心原則：你不需要一次把所有內容都發布出來。與其說「我們剛剛推出了薰衣草...」
scented hand cream infused with botanical oils. It’s available now for $29.95\$ 29.95 !” try, “This one product has changed the way my hands feel after gardening-can you guess what it is?”, or, “The scent I’ve been obsessed with lately… it’s not what you’d expect.” 蘊含植物精油的香氛護手霜。現在只要 $29.95\$ 29.95 就能擁有！」試試看這樣說：「這款產品徹底改變了我園藝後雙手的感受——猜猜是什麼？」或是「最近讓我著迷的香氣…絕對出乎你意料。」
Tease, don’t tell. Build intrigue. Invite questions. The goal is to start conversations, not finish them. 吊胃口，別全盤托出。營造神秘感，引發提問。目標是開啟對話，而非終結話題。
Tools to Spark Interest and Create Intrigue 激發興趣與創造懸念的工具
Here are some of my favourite tools for building curiosity on social media: 以下是我最愛用的社群媒體營造好奇心工具：
Behind-the-scenes shots: Share a sneak peek without full context. 幕後花絮照：分享局部畫面，保留完整情境。
Open loops: Pose a question or make a statement that you resolve later. 開放式懸念：提出一個問題或陳述，稍後再揭曉答案。
Blurred images or cut-off frames: Let people wonder what’s just out of view. 模糊影像或截斷畫面：讓人好奇畫面外究竟有什麼。
Countdowns or timers: Let people know something is coming but not what it is. 倒數計時或計時器：讓人知道有事情即將發生，但不透露具體內容。
Unexpected pairings: Mention two things that don’t usually go together to prompt a “what?!” reaction. 意外組合：提及兩個通常不相關的事物，引發「什麼？！」的反應。
And always remember to keep your content human. Be playful. Be real. Curiosity doesn’t have to be complicated-it just needs to feel natural and authentic to you. 永遠記得保持內容的人性化。要玩得開心，展現真實。好奇心不必複雜——只需要讓它感覺自然且真誠。
The Lipstick Story (The One That Wouldn't Budge) 口紅故事（那個紋風不動的故事）
Let me give you a real-life example that perfectly shows the power of curiosity-and why 讓我舉一個真實生活中的例子，完美展現好奇心的力量——以及為什麼
it converts. During the COVID-19 pandemic, I was invited to speak as the keynote speaker for a major online event hosted by a U.S. beauty company. Typically, this would have been an inperson conference, but instead, I tuned in to their live studio virtually from Australia to present on using social media effectively. 它能帶來轉換。在 COVID-19 疫情期間，我受邀擔任美國一家美容公司主辦的大型線上活動的主講人。通常這會是場實體會議，但這次我從澳洲透過虛擬方式連線到他們的直播工作室，分享如何有效運用社群媒體。
Now, this particular company sold long-lasting lip colour-a product designed to last between 8 and 12 hours. They’d sent me a lipstick to wear for the event. It was bright red, bold, and completely out of my comfort zone. Still, I put it on at 8 a.m. before going live to speak at their event at 9 a.m. 這家公司專門販售持久唇彩產品，主打能維持 8 到 12 小時不脫色。他們寄了一支口紅給我，要我在活動當天使用。那是支鮮豔的大紅色，大膽搶眼，完全超出我的舒適圈。但我還是在早上 8 點塗上它，準備 9 點為他們的活動進行線上演講。
During my keynote, one of the biggest challenges the audience expressed was: But if I don’t tell people everything about the product, how will they know what to buy? 在我的主題演講中，聽眾提出的最大挑戰之一是：「如果我不把產品的所有細節都告訴客戶，他們怎麼知道該買什麼？」
This is a common mindset. So many people worry that if they don’t give away all the information, their audience won’t be convinced to buy. But I was there to teach the opposite: that curiosity creates connection. 這是種常見的思維模式。許多人擔心若不提供全部資訊，就無法說服客戶購買。但我要傳達的觀念恰恰相反：好奇心才能建立連結。
I call this principle: Know what they want, then almost give it to them. Don’t give away the farm. Leave something left to connect about. 我將這個原則稱為：了解他們想要什麼，然後幾乎給他們。別把整個農場都送出去。保留一些能繼續建立連結的空間。
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Fast forward to later that day-I went to get changed for a run with my stepdad. As I hopped in the car and glanced at the rearview mirror, I noticed something: The lipstick? Still perfect. 快轉到當天稍晚——我正準備換裝和繼父一起去跑步。當我跳上車並瞥了一眼後視鏡時，我注意到一件事：口紅？依然完美無瑕。
It hadn’t budged. It looked exactly the same as it had when I applied it at 8 a.m. So, I quickly snapped a selfie and posted: 它絲毫沒有脫落。看起來和我早上 8 點塗抹時一模一樣。於是，我迅速拍了張自拍照並發文：
Applied this lipstick at 8 a.m. this morning… can’t believe it hasn’t moved! I might look a little wild pounding the pavement in red lips, but at least I look fabulous doing it. 今天早上 8 點塗的這支口紅...真不敢相信它完全沒掉色！雖然頂著大紅唇在街上跑步可能看起來有點狂野，但至少我這樣做很迷人。
That was it. No brand name. No product info. No 就這樣。沒有品牌名稱。沒有產品資訊。沒有
pitch. I went for my run. By the time I got home 30 minutes later, my inbox was full of messages: 推銷話術。我去跑步了。30 分鐘後回到家時，我的收件箱已經塞滿了訊息：
“What lipstick is that?” 「那是什麼口紅？」
“Where do I buy it?” 「哪裡可以買到？」
“What’s that colour called…?” 「那個顏色叫什麼來著…？」
I wasn’t even selling the product. I didn’t work for the company. But I passed on every lead to their team-and the message landed loud and clear. 我甚至不是在推銷產品。我不為那家公司工作。但我把每個潛在客戶都轉介給他們的團隊——這個訊息傳達得既清楚又響亮。
When we don’t tell everyone everything they need to know, it creates a natural reason for them to reach out. And when they reach out, they’re 當我們沒有告訴別人他們需要知道的一切時，這就創造了一個讓他們主動聯繫的自然理由。而當他們主動聯繫時，他們就
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starting a conversation. That’s where trust builds 開啟對話。信任就是這樣建立的
-and that’s where conversions begin. ——而轉化就是從這裡開始的。
@ ACTION STEP: Write a Curiosity Post Using the "CIP" Model @ 行動步驟：運用「CIP」模型撰寫引發好奇的貼文
Here’s a simple framework you can use to craft curiosity-led posts that invite engagement and build trust: 這裡有個簡單的框架，你可以用來打造以好奇心為主軸的貼文，既能吸引互動又能建立信任：
C - Curiosity: Start with something unexpected, vague, or intriguing. Examples: C - 好奇心：從意想不到、模糊或引人入勝的事物開始。範例：
“This was not what I expected from today.” 「這完全不是我預期中今天會發生的事。」
“I made a huge mistake-but it led to something amazing.” 「我犯了一個大錯——但卻因此發現了驚喜。」
. “What happened when I stopped doing the one thing I thought I had to do…” 「當我停止做那件我以為非做不可的事時，發生了什麼...」
I - Invitation: Now, create a reason for your reader to keep going or respond. Examples: 一、邀請：現在，為你的讀者創造一個繼續閱讀或回應的理由。範例：
. “Want to know what I learned?” 「想知道我學到了什麼嗎？」
“I’d love to hear if you’ve ever felt this too.” 「我很想知道你是否也有過這種感受。」
“DM me if you want to try it yourself.” 「如果想親自嘗試，歡迎私訊我。」
P - Proof: Share a little evidence that gives your audience confidence and trust. Examples: P - 證明：分享一些能讓你的受眾產生信心和信任的小證據。範例：
“This one post led to 3 new customers in 24 hours.” 「這篇貼文在 24 小時內帶來了 3 位新客戶。」
“It’s the same strategy I teach in my masterclasses.” 「這正是我在大師課程中教授的相同策略。」
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. “Even my husband was shocked when I told him what happened.” 「當我告訴我丈夫發生了什麼事時，連他都嚇了一跳。」
You can share your draft with your accountability group, coach, or even test it online and tweak it based on how your audience responds. The goal isn’t to manipulate; it’s to invite. You’re not pushing. You’re pulling in. That’s the power of story-led, curiosity-based marketing. 你可以將草稿分享給你的責任小組、教練，甚至上線測試並根據觀眾反應調整。目標不是操控，而是邀請。你不是在推銷，而是在吸引。這就是以故事引導、好奇心為基礎的行銷力量。
Chapter 10 第 10 章
Your Personal Brand Without the Pressure 打造個人品牌無壓力
“Your brand isn’t what you say it is. It’s what they say it is when you’re not in the room.” 「你的品牌不是你說了算，而是當你不在場時，別人怎麼評價它。」
If showing up on social media feels exhausting, it might be because you’re trying to be someone you’re not. Maybe you’re mimicking someone else’s voice. Maybe you think you need to be “on” all the time. Maybe you’re worried your true self isn’t “professional” enough. But here’s the truth: You are your brand. And the best way to build a brand that’s magnetic and sustainable is to build one that is completely, unapologetically you. Let’s talk about how. 如果在社群媒體上露面讓你感到筋疲力盡，可能是因為你試圖成為一個不是真正的自己。也許你在模仿別人的口吻。也許你認為自己必須隨時保持「上線」狀態。也許你擔心真實的自己不夠「專業」。但事實是：你就是你的品牌。而要建立一個有吸引力且可持續的品牌，最好的方式就是打造一個完全、毫不掩飾地展現真實自我的品牌。讓我們來談談具體該怎麼做。
The Myth of the "Polished Persona" 「完美形象」的迷思
Social media has created this idea that to be successful, you need to have perfect lighting, 社群媒體創造了一種觀念，認為要成功就必須擁有完美的打光、
perfect captions, and perfectly curated outfits, homes, or businesses. But people are tired of perfect. They want real. They want relatable. They want human. And when your brand reflects who you are-not just the highlight reel-you build trust faster. You create connections more easily. And you make it way easier to keep showing up. Because pretending is exhausting. Authenticity is sustainable. 完美的標題，以及精心策劃的服裝、家居或事業。但人們已經對完美感到厭倦。他們想要真實。他們想要能產生共鳴的內容。他們想要人性化的呈現。當你的品牌反映出真實的你——而不僅僅是精華片段——你就能更快建立信任。你更容易創造連結。而且你會發現持續露面變得簡單許多。因為偽裝令人疲憊。真實才能持久。
The 3 V's of Personal Branding 個人品牌打造的 3V 法則
Here’s a simple framework I teach to help 我教導一個簡單的框架來幫助
entrepreneurs define their brand without the pressure: 創業家在無壓力的情況下定義自己的品牌： larr\leftarrow V1: Voice: Your voice is the tone and language you use. Are you bubbly or calm? Bold or softspoken? Do you use emojis? Are you a storyteller, larr\leftarrow V1：聲音(Voice)：你的聲音代表你使用的語調和語言。你是活潑還是沉穩？大膽還是輕聲細語？你會使用表情符號嗎？你是個說故事的人嗎？
a motivator, a question-asker? There’s no right or wrong-just what feels true for you. Think of your voice like your wardrobe. It doesn’t have to match anyone else’s-it just needs to fit you. 一位激勵者，還是一位提問者？這裡沒有對錯之分——只要對你來說是真實的就好。把你的聲音想像成你的衣櫃。它不需要和別人的一樣——只需要適合你。 larr\leftarrow V2: Values: What do you stand for? People connect with people who share their values. These don’t always need to be stated explicitly, but they should be consistently evident in your content. Do you believe in community? Sustainability? Family first? Fun? Integrity? Your values guide your content and your business decisions-and they help your audience feel aligned with you beyond just the product. larr\leftarrow V2: 價值觀：你堅持什麼？人們會與價值觀相同的人產生共鳴。這些價值觀不一定要明確表達出來，但它們應該在你的內容中始終如一地體現出來。你相信社群嗎？永續發展？家庭優先？樂趣？誠信？你的價值觀引導著你的內容和商業決策——它們能讓你的受眾感受到與你不僅是產品上的契合。 larr\leftarrow V3: Vibe: How do you make people feel when they encounter your content? Are you inspiring? Reassuring? Empowering? Educational? Your vibe is the emotional layer of your brand. It’s the thing that makes people feel like they know you larr\leftarrow V3: 氛圍：當人們接觸到你的內容時，你讓他們有什麼感覺？你是激勵人心的？令人安心的？賦予力量的？教育性的？你的氛圍是你品牌的情感層面。它是讓人們感覺好像認識你的東西
-even if they’ve never met you. You can post the same content as someone else, but your vibe is what makes it yours. ——即使他們從未見過你。你可以發布和別人一樣的內容，但你的氛圍讓它成為你的獨特之處。
Showing Up Without Being “On” All the Time 不必隨時保持完美狀態也能展現自我
A big fear I hear from people is, “But I don’t want to feel like I have to perform every day.” 我常聽到人們擔憂：「但我不想感覺每天都得像在表演一樣。」
Here’s the good news: you don’t. When your brand is built on who you are-not who you think 好消息是：你確實不必如此。當你的品牌是建立在真實的自我上，而非你認為
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you should be-you get to show up even on the imperfect days. You can: 你應該——即使在那些不完美的日子裡，你也有權利展現自己。你可以：
Post a voice note instead of a polished video. 發布一段語音訊息，而非精心製作的影片。
Share a photo in activewear instead of waiting for the perfect selfie. 分享一張穿著運動服的照片，而非等待完美的自拍。
Write from the heart instead of the sales script. 用心寫下文字，而非照本宣科。
Consistency doesn’t mean perfection; it means being present. And your audience? They’ll thank you for being real. 堅持不代表完美；堅持代表的是持續在場。而你的觀眾呢？他們會感謝你的真實。
~~\approx ACTION STEP: Create Your Brand Board ~~\approx 行動步驟：建立你的品牌看板
Let’s bring this all together with a simple exercise. Use the prompts below to sketch out your 3 V’s and begin building a congruent, confidence-filled personal brand: 讓我們透過一個簡單的練習來整合這些概念。運用以下提示來勾勒出你的 3V（視覺、聲音、價值觀），開始打造一個一致且充滿自信的個人品牌：
✓\checkmark VOICE ✓\checkmark 聲音
My tone of voice is: (e.g., fun, grounded, encouraging) 我的說話語氣是：（例如：有趣、踏實、鼓舞人心）
I speak like this in real life: (yes/no - if not, what feels more authentic?) 我平時說話就是這樣嗎？（是/否 - 如果不是，什麼感覺更真實？）
I’m known for saying: (catchphrases, metaphors, common expressions) 我常說的話：（口頭禪、比喻、常用表達）
✓\checkmark VALUES
My top 3 business values are: 我的三大商業價值觀是：
What I care most about sharing is: 我最重視分享的是：
What I will never compromise on is: 我絕不妥協的是：
✓\checkmark VIBE
The feeling I want people to get from my content is: 我希望人們從我的內容中感受到：
Three words that describe my vibe are: 三個詞來形容我的風格：
People tell me they follow me because: 人們告訴我他們追蹤我的原因是：
Once you’ve filled this out, create a simple brand board-just a one-page visual or written reference to help keep you anchored. You can include your colors, fonts (if you use any), imagery styles, and a few content pillars. 填寫完這些後，建立一個簡單的品牌板——只需一頁視覺或文字參考，幫助你保持定位。你可以包含你的品牌色彩、字體（如果有使用）、圖像風格，以及幾個內容支柱。
Don’t overthink it. This isn’t about building a 別想太多。這不是在打造一個
corporate brand-it’s about building your brand. The goal isn’t to impress-it’s to connect. And you’ll do that best when you show up as yourself. 企業品牌——而是在建立你的個人品牌。目標不是要讓人印象深刻，而是要建立連結。而當你展現真實的自我時，最能達成這個目標。
Now that we’ve clarified your voice, values, and vibe, let’s talk about how to turn content into actual conversations. 既然我們已經釐清了你的聲音、價值觀和氛圍，現在就來談談如何將內容轉化為實際的對話。
Chapter 11 第 11 章
Turning Content into Conversations 將內容轉化為對話
"If you want to build community, don't talk at people-talk with them." 「如果你想建立社群，別只是對人說話——要與他們對話。」
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Showing up online isn’t just about broadcasting your message-it’s about building relationships. And the best way to do that? Create conversations that matter. Whether it’s in your comments, your DMs, or even in how people respond to your Stories-conversations create connection. They build trust. They lead to sales. And they make social media… well, social again. 在網路上出現不僅僅是傳播你的訊息——更是建立關係。而最好的方法是什麼？創造有意義的對話。無論是在你的留言區、私訊，甚至是人們對你限時動態的回應——對話能創造連結。它們建立信任。它們帶來銷售。它們讓社群媒體...再次變得社交化。
The Myth of "Post It, and They Will Come" 「發文就會有人來」的迷思
A common trap many entrepreneurs fall into is the idea that once you post, your job is done. But engagement doesn’t happen by accident. It happens by design. That means showing up in 許多創業者常陷入一個陷阱，認為只要發文就完成任務。但互動不會憑空發生，而是需要精心設計。這意味著你必須
your own comment sections. It means replying to DMs. It means creating content designed to spark a two-way interaction-not just a one-way performance. 親自參與留言區討論、回覆私訊，並創造能引發雙向互動的內容，而不只是單向表演。
The 5-3-1 Daily Connection Rule 每日連結的 5-3-1 法則
Here’s one of the simplest, most effective strategies I use to build connections consistently (without living online). Every day, do this: 這是我用來持續建立連結最簡單也最有效的方法之一（無需整天掛在網路上）。每天只要這樣做：
FIVE meaningful comments on other people’s posts (not just emojis—add value) 在其他人的貼文底下留下五則有意義的留言（不只是表情符號——要提供有價值的內容）
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THREE thoughtful replies to your own post comments or DMs 對自己貼文的留言或私訊回覆三則深思熟慮的回應
ONE proactive reach-out (reconnect, follow up, or celebrate someone) 每天主動聯繫一次（重新聯繫、跟進進度或為某人慶祝）
Do this daily, and you’ll build a powerful rhythm of presence, care, and community. 堅持每天這樣做，你將建立起一種強大的存在感、關懷與社群節奏。
Comment Prompts That 以下評論提示
Build Connection 能建立連結
Here are a few conversation-starters you can use to encourage dialogue on your posts: 以下是幾個能促進貼文對話的開場白：
“Can anyone else relate?” 「有人也有同感嗎？」
“What’s your go-to in this situation?” 「遇到這種情況，你的應對方法是什麼？」
“I’d love to know where you stand on thistell me below!” 「我很想知道你對這件事的看法，在下面告訴我吧！」
-“Drop a if you needed this today.” -「如果你今天需要這個，就留言個吧。」
.“Tag a friend who needs to hear this.” It’s not about tricking people into commentingit’s about inviting them to connect. -「標記需要聽到這句話的朋友。」這不是要騙人留言，而是邀請他們建立連結。
DM Strategy That Feels Like Friendship 讓私訊策略充滿友誼溫度
No one likes cold, spammy messages. So don’t 沒人喜歡冷冰冰的垃圾訊息。所以別這麼做
send them. Instead, here’s how to build genuine connections: 把這些傳送出去。相反地，以下是建立真誠連結的方法：
Reply to their Stories with a reaction or comment. 用表情符號或留言回覆他們的限時動態。
Send a voice note thanking them for following you. 傳送一段語音訊息感謝他們追蹤你。
Follow up after they comment on your post with a simple: “Thanks for your commenthow did that land for you?” 在他們留言後跟進，簡單地說：「謝謝你的留言，你覺得怎麼樣？」
Your DMs are where relationships move from public to personal. Treat them with care. 你的私訊是關係從公開轉為私人的地方。請謹慎對待。
Scripts That Spark-Not Suffocate 激發而非窒息的腳本
Use these as inspiration, not copy-paste templates. Make them yours. 將這些視為靈感來源，而非直接複製貼上的模板。讓它們成為你自己的。 ✓\checkmark After a new follower: “Hey [Name]! Thanks for the follow-I’m so glad to connect. What brought you here today?” ✓\checkmark 新追蹤者後：「嗨[名字]！感謝你的追蹤，很高興能與你連結。是什麼讓你今天來到這裡呢？」 ✓\checkmark After a post comment: “Loved your comment on my post-thanks for sharing that. What’s been your experience with [topic]?” ✓\checkmark 在貼文留言後回覆：「很喜歡你在我貼文下的留言，感謝分享！關於[主題]這部分，你過往有什麼樣的經驗呢？」 ✓\checkmark After someone watches your Story: “I saw you ✓\checkmark 當有人看完你的限時動態後：「我看到你
watched my story on [topic]! Curious-have you tried that approach before?” 看過我關於[主題]的限時動態了！好奇問問，你之前有試過那種方法嗎？」
Remember: curiosity is contagious. When you show genuine interest in others, they’ll naturally start to reciprocate. 記住：好奇心是會傳染的。當你真誠對他人展現興趣時，對方自然也會開始回應你。 darr\downarrow ACTION STEP: Try the 5-3-1 Rule Today darr\downarrow 行動步驟：今天就試試 5-3-1 法則
Your challenge: For the next 7 days, commit to doing the 5-3-1 connection method daily. Then reflect: 你的挑戰：在接下來 7 天裡，每天堅持執行 5-3-1 連結法，然後反思：
-What did you notice? -你注意到了什麼？
Did anyone reply that surprised you? 有沒有人回覆讓你感到意外？
Did your engagement go up? 你的互動率提升了嗎？
How did it feel to focus on people instead of performance? 把焦點放在人而非表現上，感覺如何？
Write down your wins. Screenshot any lovely responses. And most of all-celebrate that you’re building something real. This is what social media was meant for. And this is how you build a business that’s rooted in relationships. 記錄下你的勝利時刻。截圖保存那些美好的回應。最重要的是——慶祝你正在建立真實的事物。這才是社交媒體的本意。這也是你建立以關係為根基的事業之道。
Chapter 12 第 12 章
Who Is Your Dream Customer? 誰是你夢寐以求的客戶？
“If you speak to everyone, you speak to no one.” 「如果你試圖對所有人說話，那麼你其實沒有對任何人說話。」
There’s a powerful truth that every business owner needs to embrace: The algorithm already knows who your people are. It’s not your job to shout into the void, trying to reach everyone. It’s your job to speak clearly and consistently to the right people-your dream customer. And that starts with defining who they are. 有個每個企業主都必須領會的強大真理：演算法早已知道誰是你的目標客群。你的任務不是對著虛空吶喊、試圖觸及所有人，而是清晰且一致地對正確的人——你夢寐以求的客戶——說話。而這一切始於明確定義他們是誰。
Why Clarity Creates Connection 為什麼清晰度能創造連結
One of the most common reasons content doesn’t convert is because it’s too generic. It’s safe. It’s vague. It’s trying to appeal to everyone, which 內容無法轉換的最常見原因之一，就是太過普通。它很安全。它很模糊。它試圖吸引所有人，這
means it doesn’t deeply connect with anyone. But when you get specific-when you speak directly to the challenges, desires, and dreams of your ideal customer -you create something powerful: resonance. 意味著它無法與任何人產生深刻的連結。但當你具體化——當你直接談及理想客戶的挑戰、渴望和夢想時——你就創造了強大的東西：共鳴。
They feel seen. They feel understood. They feel like you’re speaking directly to them. And when people feel seen, they lean in. They trust. They buy. Two golden questions sit at the core of every strong message: 他們感覺被看見。他們感覺被理解。他們覺得你就是在直接對他們說話。而當人們感覺被看見時，他們就會投入。他們信任。他們購買。每個強而有力的訊息核心都有兩個黃金問題：
What keeps them up at night? 什麼讓他們夜不能寐？
What gets them up in the morning? 是什麼讓他們每天早晨充滿動力？
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These are not just prompts; they are everything. When you know the answers to these two questions, your content transforms. You stop pushing products and start pulling hearts. You create magnetic content that makes people feel like you get them. This is the heartbeat of your personal brand and your business. When you become clear on who you serve and attract the 這些不僅僅是提示；它們就是一切。當你了解這兩個問題的答案時，你的內容就會轉變。你不再推銷產品，而是開始觸動人心。你創造出具有吸引力的內容，讓人們感覺你懂他們。這是你個人品牌和事業的核心。當你清楚知道你要服務和吸引的是誰時，
right person, it also brings you more joy. Content feels easier to create, conversations become more natural, and your business begins to feel more congruent-like an extension of who you are, not a performance you’re trying to keep up. That ease? It’s a byproduct of alignment. And that’s the magic of speaking directly to the person you’re here to serve. 這也會為你帶來更多喜悅。內容創作變得更加輕鬆，對話更加自然，你的事業開始感覺更加協調——就像是你個人的延伸，而不是一場你試圖維持的表演。那種輕鬆感？那是對齊的副產品。而這就是直接與你要服務的人對話的魔力。
How the Algorithm Works in Your Favour 演算法如何為你效力
One of the greatest myths about social media is that the algorithm is working against you. But the truth is-it’s not. It’s neutral. In fact, when you start creating consistent, specific content that speaks to a particular kind of person, the algorithm begins to amplify it to more people like them. That’s why defining your audience matters. That’s why clarity leads to visibility. You don’t need a massive audience. You just need the right audience. 關於社群媒體最大的迷思之一，就是認為演算法在跟你作對。但事實並非如此——它是中立的。實際上，當你開始持續創作針對特定族群的精準內容時，演算法反而會將這些內容推播給更多類似屬性的受眾。這就是為什麼明確界定目標客群如此重要，也是為什麼內容越清晰就越容易獲得曝光。你需要的不是龐大的觀眾群，而是精準的目標受眾。
A Lesson I Learned the Hard Way 我付出代價才學會的一課
Early in my journey, I made the mistake so many people do. I tried to appeal to everyone. I had someone at an event-someone who wasn’t even my ideal customer-say something that completely shook me. 在我剛起步時，犯了多數人都會犯的錯誤——試圖討好所有人。有次活動中，一位根本不是我理想客戶的參與者說了句話，徹底動搖了我的想法。
She told me, “Don’t you think people are getting sick of seeing your face on Lives all the time?” 她對我說：「你不覺得大家一直看到你在直播上露臉，會看膩嗎？」
And I stopped doing them. I pulled back. 於是我就停止直播了。我退縮了。
What happened? My business began to drop off. Engagement went down. Leads dried up. 結果呢？我的生意開始下滑。互動率下降。潛在客戶也減少了。
Eventually, I confided in my coach about what had happened. 最後，我把這件事告訴了我的教練。
And she asked me a question that changed everything, “Was that woman your target customer?” 而她問了我一個改變一切的問題：「那位女士是你的目標客戶嗎？」
No. She wasn’t. Not even close. 不，她不是。甚至差得遠了。
Then she said something I’ll never forget, “So why did you let her be the voice in your head?” 接著她說了一句我永遠忘不了的話：「那你為什麼要讓她的聲音留在你腦海裡？」
And she was right. There were 49 other people in that room. People who were my audience. People who did get value from my Lives. But I had let one person’s opinion silence my impact. 她說得對。那間房間裡還有其他 49 個人。他們才是我的聽眾，是那些確實從我的直播中獲得價值的人。但我卻讓一個人的意見扼殺了我的影響力。
Don’t let someone who isn’t your customer shape your business. 別讓非目標客戶影響你的商業決策。
How to Define Your Dream Customer 如何定義你的理想客戶
Here’s a simple way to start getting clarity on who you’re speaking to: 以下是一個簡單的方法，幫助你釐清目標受眾：
-What are they struggling with? - 他們正面臨什麼困境？
-What do they value? -他們重視什麼？
-What language do they use? -他們使用什麼語言？
-What are they dreaming about? -他們夢想什麼？
-What do they believe about the world? -他們對這個世界有什麼信念？
What keeps them up at night? 是什麼讓他們夜不能寐？
What gets them up in the morning? 是什麼讓他們早晨充滿動力？
The more you understand them, the easier it becomes to create content that makes them feel seen. 你越了解他們，就越容易創作出讓他們感到被看見的內容。
Speak Like the Algorithm Is Listening 說話要像演算法正在聆聽
When you post content, think about the specific person you’re trying to reach. Name them in your mind. Picture them in your heart. Then, create for them. When you do that, the algorithm doesn’t 當你發布內容時，請想著你試圖觸及的特定對象。在腦海中喚起他們的名字。在心中描繪他們的樣貌。然後，為他們創作。當你這麼做時，演算法就不會
just guess-it recognises patterns. And it finds more people like them. 只是猜測——它會辨識模式。並找到更多像他們這樣的人。
* ACTION STEP: Define Your Dream Customer * 行動步驟：定義你的理想客戶
Take 15 minutes to write out your audience avatar. Include: 花 15 分鐘寫下你的受眾形象。包括：
Their name (make one up!) 他們的名字（隨便想一個！）
Their age, stage of life, and key responsibilities 他們的年齡、人生階段和主要責任
What keeps them up at night 讓他們夜不能寐的事情
What gets them up in the morning 讓他們早晨起床的動力
What they deeply desire 他們內心深處渴望的
SHOW UP ANYWAY: SIMPLE SOCIAL MEDIA STRATEGIES FOR BUSINESS BUILDERS TO BUILD TRUST, CONNECTION & COU… 《無論如何都要出現：商業建設者建立信任、連結與客戶的簡單社群媒體策略》
The social platforms they use and how they use them 他們使用的社群平台及使用方式
Then, create a post this week that speaks directly to them. Read it out loud before you hit publish. Ask yourself: Would [name] feel like I’m talking to her? 接著，本週就針對他們創作一篇貼文。發布前先大聲唸出來。問問自己：[名字]會覺得我是在對她說話嗎？
If yes, you’re on track. If not, tweak it until it feels like a real conversation. This is how you identify and find your dream customer. Not through volume but through real connection. 如果是的話，你就走對方向了。如果不是，就調整到感覺像真實對話為止。這就是你如何辨識並找到理想客戶的方法。不是靠數量，而是靠真正的連結。
Chapter 13 第 13 章
Celebrate Progress 慶祝進展
“Momentum Loves Movement.” 「動能偏愛行動。」
Don’t wait until the finish line to celebrate. Every step forward is a victory. 別等到終點才慶祝。每一步前進都是勝利。
Why We Don't Celebrate Enough 為何我們總是不夠慶祝
Entrepreneurs are often incredibly hard on themselves. We hit a milestone, and instead of taking a moment to acknowledge it, we move the goalposts. 創業者往往對自己過於嚴苛。我們達成一個里程碑，卻不花時間肯定自己，反而立刻把目標往後移。
“I know I hit that goal, but now I need to…” Sound familiar? 「我知道我達成了那個目標，但現在我需要...」聽起來很熟悉吧？
It’s important to recognize that you don’t solely build momentum through hustle. It’s built on acknowledging progress. When we celebrate, we 重要的是要明白，動能並非僅靠拼命努力就能建立。它是建立在認可進步的基礎上。當我們慶祝時，我們
reinforce the belief that we’re capable. That our actions matter. That we are, indeed, moving forward. And that belief? It fuels our next action. 強化了對自身能力的信念。讓我們相信自己的行動確實重要。我們確實正在前進。而這種信念？它將為我們的下一個行動注入動力。
You Can't Build From Burnout
Celebration isn't just about confetti and cupcakes. It's about recognising what's working. Burnout comes when we feel like we're always giving but never receiving. One way to refill your cup is to pause and see just how far you've come.
"You're allowed to be proud even if it's not perfect. Even if you're not done." 你無法在精疲力竭中建立成就 慶祝不僅僅是彩帶和杯子蛋糕。它關乎認清哪些做法是有效的。當我們感覺自己總在付出卻從未獲得時，就會產生倦怠。補充能量的方法之一，就是停下來看看自己已經走了多遠。「即使不夠完美，即使尚未完成，你也有權利感到自豪。」
Whether it’s your first sale or your 500th follower, progress is worth celebrating. 無論是你的第一筆銷售還是第 500 位追蹤者，每一個進步都值得慶祝。
The Oscar Trimboli Lesson: Look Back to Move Forward 奧斯卡·特林波利的啟示：回顧過去才能向前邁進
I had the privilege of chatting with deep listening expert Oscar Trimboli. Not only is he an expert in listening, but he has also been a running coach throughout his lifetime. During our conversation, I opened up about one of the big, hairy, audacious goals in my life: learning to run a half marathon. 我有幸與深度傾聽專家奧斯卡·特林波利進行對談。他不僅是傾聽領域的專家，更終生擔任跑步教練。在談話中，我坦承了自己人生中一個宏大而艱鉅的目標：學習完成半程馬拉松。
Oscar said something that has stuck with me ever since-and I now use it in all areas of life, including business. He told me that most runners fixate on the road ahead, constantly thinking about how far they still have to go. But he said the best way to keep moving forward is to occasionally turn around and look back at where you’ve come from. Notice the distance you’ve already covered. Celebrate the journey so far. 奧斯卡當時說的一句話讓我至今難忘——如今我已將這個方法運用在生活各領域，包括事業。他告訴我，多數跑者總是緊盯前方道路，不斷想著還剩多少距離。但他說持續前進的最佳方式，是偶爾轉身回望來時路。留意你已經跨越的距離，為迄今的旅程喝采。
When you acknowledge how far you’ve come, the rest of the journey ahead feels more possible. It gives you the strength to keep going. I now apply this in business on a regular basis. When things feel overwhelming or far off, I take a moment to 當你意識到自己已經走了多遠，剩下的路途就會顯得更加可能。這將賦予你繼續前行的力量。如今我定期將這個方法運用在事業上。當感到不堪重負或目標遙不可及時，我會花點時間
look back and honour how far I’ve already come. And it always makes the road ahead feel more achievable. 回顧並珍惜我已經走過的路程。這總是能讓前方的道路感覺更容易達成。
Small Wins = Big Shifts 小勝利帶來大轉變
The magic in your business doesn’t happen in leaps-it happens in layers. One brave post. One new connection. One DM you finally sent. When you notice and honour those small wins, you’re more likely to repeat them. And that creates consistency, which in turn creates results. 你事業中的魔法並非一蹴可幾，而是層層堆疊而成。一篇勇敢的貼文、一個新的連結、一封終於發出的私訊。當你注意到並珍惜這些小勝利時，你就更有可能重複這些行為。這會創造出一致性，進而帶來成果。
Celebrate like your future depends on it-because it does. 像你的未來取決於此般慶祝——因為事實正是如此。
How to Celebrate Without the Guilt 如何無負擔地慶祝
If celebration feels indulgent or awkward, here are a few ways to reframe it: 如果慶祝讓你覺得奢侈或尷尬，這裡有幾個重新看待它的方法：
Recognition is a reward. Pat yourself on the back. 認可本身就是獎勵。給自己一個鼓勵。
Reflection builds resilience. Journal what worked and why. 反思能增強韌性。寫下哪些方法有效及其原因。
Rituals reinforce success. Create a simple habit to mark your wins. 儀式能強化成功。建立一個簡單的習慣來標記你的勝利。
This could be as simple as lighting a candle, taking a victory walk, or texting your accountability partner (I highly recommend having one!). 這可以像點燃蠟燭、進行勝利散步，或傳訊息給你的責任夥伴（我強烈推薦要有這樣一位夥伴！）一樣簡單。
What did I do that I wouldn’t have done a month ago? 我做了什麼是一個月前不會做的事？
-What’s one result I can see from my action? - 從我的行動中能看到什麼具體成果？
How will I acknowledge this today? 我今天要如何承認這件事？
(b) Bonus idea: Start a “Victory Jar.” Every time you do something brave, put a note in the jar. Watch it fill up over time as proof that you are growing. (b) 額外點子：開始一個「勝利罐」。每當你做了某件勇敢的事，就在罐子裡放一張紙條。隨著時間過去，看著它逐漸填滿，作為你正在成長的證明。
£ ACTION STEP: Mark Your Milestones £ 行動步驟：標記你的里程碑
Pick one small win you’ve had this week-no matter how tiny it feels. Then: 選出這週你達成的一個小勝利——無論它感覺起來有多微小。然後：
Write it down. Physically journal it, note it in your planner, or put it on a sticky note where you’ll see it. 把它寫下來。用實體日誌記錄、寫在行事曆上，或是貼在你看得到的地方的便利貼上。
Celebrate it. Choose one simple way to mark the moment-light a candle, take a victory walk, text a friend, or drop a note in your Victory Jar. 慶祝一下。選擇一個簡單的方式來紀念這個時刻——點根蠟燭、來個勝利散步、傳訊息給朋友，或在你的「勝利罐」裡放張紙條。
Reflect on it. Ask yourself: 反思一下。問問自己：
What did I do that I wouldn’t have done a 我做了什麼是以前不會做的
month ago? 一個月前？
What’s one positive result I’ve noticed from 我注意到的一個正面結果是什麼？
this action? 這個行動？
How will I reward myself today for taking 今天我要如何獎勵自己採取行動？
this step? 這一步？
Remember: Progress is the proof you’re moving forward. Celebration is a way to remind yourself to keep going. 記住：進展就是你正在前進的證明。慶祝是提醒自己繼續前進的一種方式。
This book has given you the why, what, and how of showing up online with courage, clarity, and connection. Now, it’s time to put it all together. The goal here isn’t to give you more to do. It’s to simplify your next steps and help you stay focused on what works. Let’s bring it home. 本書已為你闡明在網路世界中展現勇氣、清晰思維與連結力的原因、內容及方法。現在，是時候將這一切整合實踐了。這裡的目標並非給你更多待辦事項，而是簡化你的下一步，幫助你專注於有效的方法。讓我們開始行動吧。
Your Step-by-Step Social Media Strategy 你的社群媒體逐步策略
First, grab your downloadable companion workbook if you haven’t already to step you through all the action steps in this book. Use this link or QR or: 首先，如果你還沒下載隨附的工作手冊，請立即取得，它將引導你完成本書中的所有行動步驟。使用這個連結或 QR 碼： https://go.auxano.global/suaworkbook
Use this simple roadmap to apply everything you’ve learned: 運用這份簡單的路線圖來應用你所學到的一切：
1. Get Clear On: 1. 釐清目標對象：
Who you serve: Who is your dream customer? What do they care about? What are they struggling with? 你服務的對象：誰是你的理想客戶？他們關心什麼？他們正面臨哪些困境？
What you have to offer: What solutions do you provide that can truly help? 你能提供什麼：你提供的解決方案能真正幫助到什麼？
Your brand voice: What do you want your people to feel when they engage with you? 你的品牌聲音：你希望人們在與你互動時感受到什麼？
Your objective for showing up: What’s your content aiming to do-educate, empower, inspire, challenge, connect, or sell? 你出現的目的：你的內容旨在做什麼——教育、賦能、激勵、挑戰、連結還是銷售？
content. Ask yourself: 內容。問問自己：
-What keeps them up at night? -什麼讓他們夜不能寐？
-What gets them up in the morning? -什麼讓他們早晨充滿動力？
Let every caption, post, or story serve one (or both) of these questions. When you focus on who you’re here to help, your message becomes magnetic. And when you attract the right people, it also brings you more joy-it feels easier, more congruent, and more energising. 讓每一則標題、貼文或故事都為這一個（或兩個）問題服務。當你專注於你想幫助的對象時，你的訊息就會變得充滿吸引力。而當你吸引到對的人時，這也會帶給你更多快樂——感覺更輕鬆、更一致，也更有活力。
3. Build Your Content Strategy Toolbox 3. 打造你的內容策略工具箱
Use the Two Golden Questions when creating 創作時運用這兩個黃金問題
Come up with at least 10 content strategies that will help you meet your goals. These should be tailored to your audience and aligned with your voice and purpose. Before you lock them in, apply this litmus test: 想出至少 10 種能幫助你達成目標的內容策略。這些策略應針對你的受眾量身打造，並符合你的風格與宗旨。在確定前，先通過這個關鍵測試：
Ask: What does this strategy achieve? - If the answers align with your objectives (educate, empower, inspire, challenge, connect, or sell), then go for it. 自問：這個策略能達成什麼？－如果答案符合你的目標（教育、賦能、激勵、挑戰、連結或銷售），那就採用它。
If not-ditch it and try another. 若不符合－就捨棄並嘗試其他策略。
Example: One strategy might be “Lives.” If Lives help you educate and connect, it’s a winner. Now, brainstorm post ideas that fit. To help with this, I’d love to gift you my toolbox with templates. I recommend doing this process once every 3-6 months. Trust me, it will save OODLES of time in the long run! 舉例來說，其中一個策略可能是「直播」。如果直播能幫助你進行教育與連結，那就是個好方法。現在，開始腦力激盪適合的貼文點子吧。為了協助你，我很樂意送你我的模板工具箱。我建議每 3 到 6 個月進行一次這個流程。相信我，長期下來這將為你省下大把時間！
Get Your Social Media Kit at https:// 立即獲取你的社群媒體工具包：https://
go.auxano.global/toolkit
- 我的社群媒體內容企劃（含點子構想）
- 每週規劃表格
- My social media content plan with ideas
- A weekly planning grid
- My social media content plan with ideas
- A weekly planning grid| - My social media content plan with ideas |
| :--- |
| - A weekly planning grid |
OR use the QR Code: 或使用 QR 碼：
- 影片教學 - 打造你專屬且充滿勇氣的計畫空間
- A video tutorial
- Space to build your own consistent, courageous plan
- A video tutorial
- Space to build your own consistent, courageous plan| - A video tutorial |
| :--- |
| - Space to build your own consistent, courageous plan |
Here are some post strategies I love to include in my strategy (grab my download above for my full list of ideas and post ideas to go with each): 以下是我在策略中喜歡加入的一些發文策略（可下載上方檔案，獲取完整點子清單及對應的發文構想）：
This toolbox includes: 這個工具箱包含：
- Behind the Scenes 幕後花絮
Get Your Social Media Kit at https://
go.auxano.global/toolkit "- My social media content plan with ideas
- A weekly planning grid"
OR use the QR Code: "- A video tutorial
- Space to build your own consistent, courageous plan"
https://cdn.mathpix.com/cropped/2025_07_05_f6c59b3d0583c2ccc674g-58.jpg?height=205&width=208&top_left_y=1396&top_left_x=625 Here are some post strategies I love to include in my strategy (grab my download above for my full list of ideas and post ideas to go with each):
This toolbox includes: - Behind the Scenes| Get Your Social Media Kit at https:// | | |
| :--- | :--- | :--- |
| go.auxano.global/toolkit | | - My social media content plan with ideas <br> - A weekly planning grid |
| OR use the QR Code: | | - A video tutorial <br> - Space to build your own consistent, courageous plan |
|  | | Here are some post strategies I love to include in my strategy (grab my download above for my full list of ideas and post ideas to go with each): |
| This toolbox includes: | | - Behind the Scenes |
Entertaining 娛樂消遣
Personal/Family Life 個人/家庭生活
Storyselling 故事行銷
Live Video 直播影片
Reels 短影音
Product Placement 商品置入
Curiosity Posts 好奇貼文
Engagement Questions 參與問題
4. Plan Ahead (Don't Post on the Fly!) 4. 事先規劃（別臨時發文！）
Schedule a weekly planning session (1-2 hours) 安排每週規劃時段（1-2 小時）
Use your Gallery Graveyard and content vault 運用你的作品墳場與內容庫
Upload into a scheduler with space for drafts and future posts 上傳到排程工具中，保留草稿和未來貼文的空間
Posting on the fly is like throwing spaghetti at a wall and hoping something sticks. Strategy goes out the window, and eventually, life happensyou realise you haven’t posted in two days and end up posting something random just to stay seen. It’s stressful and unsustainable. If you fail to plan, you plan to fail. 隨興發文就像把義大利麵扔到牆上，希望有東西能黏住。策略完全失效，最終生活總會打亂節奏——你會發現已經兩天沒發文，最後只好隨便發點東西保持存在感。這種方式既壓力大又難以持續。如果你沒做好規劃，就等於計劃著失敗。
Use Smart Tools. Here are a few I’ve used: 善用智慧工具。以下是我用過的幾種：
Later
Hootsuite
Sprout Social
Canva (yes, it has a built-in scheduler!) Canva (沒錯，它有內建排程功能！)
Meta Business Suite (a little clunky, but it works in a pinch) Meta Business Suite (操作有點笨拙，但緊急時還算能用)
Multibrain 多腦
BAM (brilliant at saving content and simplifying content creation with lots of cool tools and is very inexpensive to use to give it a try and get a special deal on me, go to this link: https://mybam.app/suagift or use the QR Code: BAM（善於保存內容並簡化內容創作，擁有許多酷炫工具且使用成本低廉，快來試試並獲取特別優惠，請點擊此連結：https://mybam.app/suagift 或掃描 QR 碼：
SHOW UP ANYWAY: SIMPLE SOCIAL MEDIA STRATEGIES FOR BUSINESS BUILDERS TO BUILD TRUST, CONNECTION & COU… 《無論如何都要出現：商業建設者建立信任、連結與...的簡單社群媒體策略》
6. Build Conversations, Not Just Content 6. 建立對話，而不只是內容
Use that feedback to improve and simplify. 運用這些回饋來改進並簡化內容。
- Use the 5-3-1 method daily (five likes, three comments, one message)
- Show up in the comments like you would in a real conversation
- Ask real questions in your captions
- Use the 5-3-1 method daily (five likes, three comments, one message)
- Show up in the comments like you would in a real conversation| - Ask real questions in your captions |
| :--- |
| - Use the 5-3-1 method daily (five likes, three comments, one message) |
| - Show up in the comments like you would in a real conversation |
You've got everything you need. Now, it's time to put it into practice! 你已具備所有需要的條件。現在，是時候付諸實踐了！
6. Build Conversations, Not Just Content Use that feedback to improve and simplify.
"- Ask real questions in your captions
- Use the 5-3-1 method daily (five likes, three comments, one message)
- Show up in the comments like you would in a real conversation" You've got everything you need. Now, it's time to put it into practice!| 6. Build Conversations, Not Just Content | Use that feedback to improve and simplify. |
| :--- | :--- |
| - Ask real questions in your captions <br> - Use the 5-3-1 method daily (five likes, three comments, one message) <br> - Show up in the comments like you would in a real conversation | You've got everything you need. Now, it's time to put it into practice! |
Track What’s Working. Each week, reflect: 每週追蹤有效方法。定期反思：
What got the most engagement? 什麼內容獲得最多互動？
What felt easiest to post? 什麼內容最容易發佈？
What conversations did this start? 這些內容引發了哪些對話？
Chapter 15 第 15 章
What Happens When You Show Up Anyway 當你堅持現身時會發生什麼
"Don't wait until you feel ready. Ready is a decision, not a feeling." ~ Unknown 「不要等到你覺得準備好了。準備好是一個決定，而非一種感覺。」～佚名
You’ve made it. You’ve walked through fears, reshaped your strategy, explored stories, and developed your own social media rhythm. You’ve unpacked the C.A.R.E. Method ^("™ "){ }^{\text {™ }}, defined your audience, clarified your brand voice, and built a strategy that feels human, sustainable, and courageous. But before you go, let’s pause for a moment. Let’s acknowledge what this book has really been about: Not just tips. Not just tools. Not just templates. It’s about you. 你做到了。你穿越恐懼、調整策略、探索故事，並發展出屬於自己的社群媒體節奏。你拆解了 C.A.R.E.方法 ^("™ "){ }^{\text {™ }} ，定義了受眾，釐清了品牌聲音，並建立了一個人性化、可持續且充滿勇氣的策略。但在你離開前，讓我們暫停片刻。讓我們認清這本書真正的意義：不僅僅是技巧。不僅僅是工具。不僅僅是模板。它是關於你。
The person who decided to show up. Even when you felt unqualified, even when you weren’t sure who would listen, even when you didn’t have it all figured out, you showed up anyway. 那個決定挺身而出的人。即使你覺得自己不夠格，即使你不確定誰會傾聽，即使你還沒完全搞懂一切，你依然選擇站出來。
What Showing Up Really Does 「挺身而出」的真正意義
It creates a connection. It opens doors. It builds trust. It helps someone else feel seen. 它創造連結。它開啟機會。它建立信任。它讓他人感到被看見。
The ripple effect of your courage can’t always be measured in likes or comments. Sometimes, it shows up in a message from someone you didn’t even know was watching. Or in a business opportunity you didn’t see coming. Or in a stranger-turned-client who says, “I’ve been following you for a while, and I just had to reach out.” 你勇氣的漣漪效應，並非總能用按讚或留言來衡量。有時，它顯現在某個你從未察覺的關注者發來的訊息裡。或是一個出乎意料的商業機會中。又或是一位從陌生人變成客戶的人對你說：「我關注你很久了，終於忍不住想聯繫你。」
Every time you show up, you create space for someone else to do the same. 每次你的出現，都為他人創造了同樣展現自我的空間。
8. Keep Rising. Social media is always evolving. Life is always happening. And your journey is still unfolding. So, take what you’ve learned here and let it evolve with you. Keep: 8. 持續成長。社群媒體不斷演變。生活持續發生。而你的旅程仍在展開。所以，帶著你在這裡學到的一切，讓它與你一同進化。持續：
Telling stories 說故事
Building relationships 建立關係
Listening deeply 深度傾聽
Planning wisely 明智規劃
Trusting your gut 相信你的直覺
Taking brave action 採取勇敢的行動
Remember, you don’t have to be perfect. You just have to be present. 記住，你不必完美。你只需要在場。
A Special Gift for Show Up Anyway Readers 獻給《無論如何都要出席》讀者的特別禮物
If you’ve made it this far, you’re clearly serious about showing up with courage, clarity, and connection-and I’d love to support you even further. As a thank you for being a reader of Show Up Anyway, I’ve prepared something special 如果你已經讀到這裡，顯然你對於展現勇氣、清晰度和連結是認真的——而我非常樂意進一步支持你。為了感謝你成為《無論如何都要出現》的讀者，我準備了一份特別禮物
just for you-a private invitation to join one of our signature membership programs with an exclusive reader-only bonus. 專屬於你——一個私人邀請，加入我們的招牌會員計劃，並享有讀者專屬的獨家優惠。
This isn’t something we advertise anywhere else. It’s my way of saying I believe in you, and I’ve got your back. 這不是我們在其他地方宣傳的內容。這是我表達「我相信你，我會支持你」的方式。
Live with Sam Weekly strategies and content ideas that keep you showing up with confidence 與 Sam 一起生活 每週提供策略與內容創意，讓您自信展現自我
Coaching and support from myself and our expert team 由我與專業團隊提供的指導與支持
Access to our full resource library, swipe files, training vault, and planning templates 完整資源庫存取權限，包含現成檔案、訓練寶庫與規劃範本
A community of incredible people who are growing right alongside you 與您共同成長的優秀夥伴社群
Our signature content creation and scheduling tool 我們招牌的內容創作與排程工具
If you’re ready to take everything you’ve learned in this book and bring it to life with accountability, momentum, and heart-this is your next step. Tap the link below to unlock your exclusive reader-only offer at: 如果你已準備好將本書所學付諸實踐，帶著責任感、動能與熱情來實現它——這就是你的下一步。點擊下方連結，解鎖專屬讀者的獨家優惠：
https://go.auxano.global/empowered
Or use the QR Code: 或使用 QR 碼：
An Invitation 一份邀請
Before you close this book, here’s what I’d love for you to do next: 在你闔上這本書之前，我希望你能做這件事：
interviews, and next-level encouragement. 專訪與進階的鼓勵。
https://go.auxano.global/podcast
You’re not behind. You’re not too late. You’re exactly where you need to be. Now take a breath, smile… and go show up anyway. I’m cheering for you. 你沒有落後。你沒有太遲。你正處於你該在的位置。現在深呼吸，微笑⋯⋯然後無論如何都去展現自己。我會為你加油。
With blessings, 祝福你
Sam x
Give us a shout or shout about us! Check out our 給我們一聲招呼或大聲宣傳我們！看看我們的
Socials: 社群媒體：
- Instagram: @auxanomarketing and - Instagram: @auxanomarketing 和
Or visit our website www.auxano.global 或造訪我們的網站 www.auxano.global
Work With Sam 與 Sam 合作
Looking for a Speaker for Your Next Event? Sam Hind is an international keynote speaker renowned for her engaging, practical, and inspiring talks, which leave audiences feeling empowered and equipped to take action. 正在為您的下一個活動尋找演講者嗎？Sam Hind 是一位國際知名的主題演講者，以其引人入勝、實用且鼓舞人心的演講而聞名，能讓聽眾感到充滿力量並準備好採取行動。
Whether you’re hosting a conference, corporate training, or team retreat, Sam brings a unique blend of humour, heart, and hands-on strategy that resonates deeply with entrepreneurs, social sellers, and purpose-driven leaders alike. 無論您是舉辦會議、企業培訓還是團隊靜修活動，Sam 都能帶來獨特的幽默感、真誠與實用策略的結合，深深打動企業家、社交銷售人員以及有使命感的領導者。
To enquire about availability or request Sam’s speaker kit, reach out at: 如需查詢 Sam 的演講檔期或索取演講者資料包，請聯繫：
Email: grow@auxano.global 電子郵件：grow@auxano.global
Website: www.auxano.global 網站：www.auxano.global
Podcast: The Direct Selling Accelerator https:// go.auxano.global/podcast 播客：直銷加速器 https://go.auxano.global/podcast
Or, scan here to get Sam’s speaker info and availability directly 或者，掃描這裡直接獲取 Sam 的演講者資訊與可預約時段
About the Author 關於作者
Sam Hind is an international keynote speaker, social media strategist, and founder of Auxano Global-a company dedicated to helping entrepreneurs grow with clarity, confidence, and courage in the digital world. Sam Hind 是一位國際知名的主題演講者、社群媒體策略專家，同時也是 Auxano Global 的創辦人。該公司致力於幫助企業家在數位世界中以清晰的思維、自信與勇氣實現成長。
Her career began in direct sales, followed by a formative leap into door-to-door sales, where she discovered how deeply success is rooted in resilience and real 她的職業生涯始於直銷領域，隨後轉戰挨家挨戶推銷的挑戰性工作，這段經歷讓她深刻體悟到成功與韌性和真實之間的緊密連結。
conversation. Sam then spent over a decade in corporate sales and marketing, supporting hundreds of clients through industry shifts-until the rise of digital changed everything. 山姆隨後在企業銷售和行銷領域工作了十多年，協助數百家客戶度過產業變革——直到數位化的崛起改變了一切。
Seeing her clients struggle to stay visible online, Sam launched her own company 看著客戶們在網路上難以維持曝光度，莎姆決定創立自己的公司 to teach practical, human-first strategies for showing up on social media-without needing to be an influencer or tech whiz. Today, she speaks to audiences around the world and mentors thousands 傳授實用、以人為本的社群媒體經營策略，無需成為網紅或科技達人也能輕鬆上手。如今，她巡迴全球演講，並指導數千名學員
of entrepreneurs each week inside her thriving membership community. 每週在她的蓬勃發展的會員社群中與創業家們交流。
Sam is also the host of the Direct Selling Accelerator Podcast and leads Auxano Global alongside her husband, Greg, while raising their five beautiful children from their home in spectacular Tasmania. Beyond business, Auxano supports global education initiatives-with a portion of every book sale pledged to empowering children through access to learning. Sam 同時也是《直銷加速器》播客的主持人，並與丈夫 Greg 共同領導 Auxano Global，在風景如畫的塔斯馬尼亞家中撫養五個可愛的孩子。除了事業之外，Auxano 還支持全球教育計劃——每售出一本書的部分收入將用於幫助兒童獲得教育機會。
The name Auxano comes from the Greek biblical word meaning “to cause to grow and become greater”-a Auxano 這個名字源自希臘聖經詞彙，意思是「促使成長並變得更加偉大」——
reflection of Sam’s mission to help others grow not just in business but in courage, connection, and impact. 這正反映了 Sam 的使命：不僅幫助他人在事業上成長，更在勇氣、人際關係和影響力方面有所提升。
Her walk with God is at the heart of everything she does. Without His grace and love, this book-and the stories and lessons within it-wouldn’t have been possible. 她與神的同行是她一切行動的核心。若沒有祂的恩典與慈愛，這本書——以及其中的故事與教訓——都不可能實現。
Whether on stage, behind the mic, or in her community, Sam’s message is simple: You don’t need a huge following to make a meaningful impact. You just need to show up as you-because you are already more than enough. 無論是在舞台上、麥克風後，還是在社區中，Sam 傳達的訊息很簡單：你不需要龐大的追隨者就能產生有意義的影響。你只需要以真實的自己出現——因為你已經足夠好了。
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to teach practical, human-first strategies for showing up on social media-without needing to be an influencer or tech whiz. Today, she speaks to audiences around the world and mentors thousands