Do you want people to share your work?

I guess so! Who doesn't like word-of-mouth, right?

But I think most of us have this fantasy: we can sit and wait for that to happen.

If I learned one thing from my last 12 years of working, I'd say success is not passive.

Success can't be passive!

You want to go out and get it.

I remember when I was running Build in Public Mastery, I had to constantly talk about the program to keep the momentum high. That drew interest from prospective students. Each cohort snowballed.

Then if I wanted reviews, I proactively asked students to write and share.

For a paid program, you have to remind to get people to talk about it.

At the end of your program, you want to always have an offboarding strategy to wrap up, get feedback, and ask for a review.

Hmmm...

Do you think there's a way to get people to talk about your work without any effort?

Like if you want to use a free thing (a lead magnet like an email course) that acts as your doorfront to attract people and build trust with them. It would be pretty crazy to invest a lot of effort to remind people to share this free thing, wouldn't it?

This is the virality you might be missing out on.

If you can get more people to talk about their experiences while doing your free email course, then you'll get more students to sign up for it, then you'll attract a lot of people into your world.

That's how you grow your email list quickly.

To achieve that, I used to do things that don't scale, like writing a private message to every new subscriber or follower. Ha! That didn't last long. Most people didn't reply, so I couldn't see the return on investment (ROI).

Then I figured out a few ways to get people to talk about my free course in public without me nudging them.

It is all in the course design.

Sharing your work is not limited to "writing a testimonial". Honestly, that's a little too "engineered".

You can zoom out and think about the benefits of them sharing what they are learning publicly. Why would they do that?

The truth is — it is much easier to get them to share when they are enjoying your free thing as opposed to enjoying your paid thing.

When you nail this, it becomes a viral loop: a student joins the free course → talks about it publicly → attracts other students to join.

A huge part of my email list was built this way.

When I shared this on X earlier this week:

A couple of people asked:

Good news — In the "Ship Your Email Course Engine in 4 Weeks" program, I'll not just show you how to build your word-of-mouth engine, I'll also share strategies on how you can embed virality inside your free email course.

We are closing the door tomorrow.

P.S. In the next 24 hours, we want to support creators from different countries. If you see this message, you are selected to enjoy a 20% Purchasing Power Parity (PPP) discount because of where you are located. Only today.

​Click here to learn more​

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Cheers,
Kevon

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