The gentlemen’s agreement that netted 210,000 subscribers. [Steal this play.]

In the world of content creation, there's a common dilemma: how to encourage engagement without feeling like you're begging for likes and subscribers. For many creators, the pressure to "farm" for engagement can feel like a chore, akin to a ritual that's more about obligation than authenticity. But what if there was a way to turn this into something fun, something that your audience would willingly participate in, and in doing so, grow your following organically? That's exactly what happened with the creators of My First Million, a podcast that has amassed nearly 900,000 followers, and it all started with a clever twist on the traditional "like and subscribe" plea.

Entrepreneurs Sam Parr and Shaan Puri didn't initially set out to be podcasters or YouTubers. They were operating in the mindset of "We're creating this for us, and if people watch it, great, we're not identifying as content creators," says Arie Desormeaux, a senior producer for HubSpot Media and one of the minds behind the ongoing success of My First Million. As the show began to organically pick up followers, they faced a decision: should they follow the typical path of content creators and start incorporating ads, engagement farming, and direct subscription requests?

Instead of defaulting to these conventional strategies, they decided to approach the situation creatively. "Instead of doing something we should be doing, just by default, we decided to make it a funny exchange, and then turn that into a bit that's also a value add," Desormeaux explains. "We're going to turn it into something that becomes part of the language of the audience."

This is how the "Gentlemen's Agreement" was born. Parr and Puri replaced the usual plea for engagement with a playful pact that not only resonated with their audience but also became a shared cultural touchstone. In Parr's words, the agreement goes like this: "If this is the first episode you're listening to, you get this one for free. But if it's the second episode or more that you've listened to, here's our Gentlemen's agreement. You go to whatever app you're on, and you click 'subscribe'."

The key to the Gentlemen's Agreement's success lies in its cleverness and its ability to transform an expected, albeit often unwelcome, request into something memorable and enjoyable. By framing the subscription request as a mutual agreement between the creators and their audience, Parr and Puri made it feel less like a demand and more like a collaborative effort. This approach not only built a sense of community but also encouraged viewers to spread the word organically.

The strategy worked. My First Million's audience grew rapidly, netting 200,000 subscribers in the process. The Gentlemen's Agreement became more than just a subscription request; it became a part of the show's identity, a unique element that set it apart from competitors. It's a testament to the power of creativity and the ability to turn a potentially awkward situation into something that resonates with the audience on a deeper level.

For other content creators, the takeaway is clear: don't feel obligated to follow the same path as everyone else. Instead, think outside the box and find a way to make engagement requests feel natural and enjoyable. The Gentlemen's Agreement is a prime example of how a little ingenuity can go a long way, transforming a potentially tedious task into something that your audience will happily participate in, ultimately growing your following in the process.