Unlocking the Power of Human-First Marketing for SMEs in 2026

Unlocking Subscriber Growth: Lessons from the Gentlemen’s Agreement

Update The Gentlemen's Agreement: A New Kind of Engagement In the bustling world of digital content, where everyone seems to shout, “SMASH that like button,” creating a genuine connection with an audience can feel forced — maybe even cringe-worthy. However, some innovative podcasters turned common engagement practices into a community-building venture that drastically increased their subscriber count. Welcome to the concept of 'The Gentlemen’s Agreement,' a tactic crafted by Sam Parr and Shaan Puri of My First Million, enhancing subscriber engagement without the awkwardness of traditional calls to action. Transforming Audience Relationships The duo’s approach diverged from standard engagement protocols. Instead of begging for likes and follows, they humorously framed their request within a clever narrative that resonates with listeners. Their call to subscribe began with a light-hearted disclaimer: listeners could enjoy the first episode for free, but subsequent listens came with a friendly request to subscribe, encapsulated as a ‘Gentlemen’s Agreement.’ This framing does more than merely ask for a click; it builds a relationship with the audience. As Arie Desormeaux, HubSpot Media producer, noted, “The Gentlemen’s Agreement is a relationship-building tactic. It’s a goodwill agreement between us and the audience.” By creating a sense of ownership and community around the show, Parr and Puri effectively transformed an ordinary subscription into a shared experience. The Power of Inclusion in Engagement What sets this agreement apart is its 'inclusion factor.' Listeners began incorporating the term into their comments and social media conversations, creating a recognizable identity within the fanbase. This transition from mere transaction to community-building is profound in fostering long-term loyalty among subscribers. For SMEs, understanding this nuanced approach can be a game-changer. In a market flooded with content, standing out requires more than just a compelling message; it necessitates building an emotional connection with the audience. Instead of asking for likes directly, inviting users into collective actions fosters a stronger bond. Key Strategies for SMEs to Implement Identifying and building upon the 'Gentlemen's Agreement' concept can lead to meaningful engagement for growing businesses. Here are actionable strategies SMEs can adopt: Establish a Value Exchange Every piece of content is part of a value exchange. When creating content, remind your audience that their attention is valued, not just a means to an end. By emphasizing mutual benefit in your messaging, you invite genuine interaction. Maintain Authenticity Instead of rigidly following engagement norms, stay in character. Make sure that your calls to action align with your brand voice. Authenticity resonates with audiences and can turn a casual listener into a devoted follower. Repeat and Reinforce Consistency breeds recognition. Repeating your unique calls-to-action over multiple episodes or posts can solidify the message in your audience’s mind. Just like the Gentlemen's Agreement, this not only normalizes the request but also endears it to the audience. Embrace Awkwardness Lastly, acknowledging the discomfort of these engagements can disarm potential subscribers. Parr himself admitted that the awkwardness of asking for subscribers is part of the charm, allowing listeners to laugh along and feel more comfortable with the request. A Fresh Perspective on Subscriber Growth The 'Gentlemen’s Agreement' showcases how a shift in approach can turn the concept of engagement farming into community building, ultimately netting Parr and Puri an additional 210,000 subscribers. This example serves as vital encouragement for SMEs navigating the competitive digital landscape. By not just broadcasting a request, but embedding it in a narrative, businesses can connect with their audiences on a deeper level. In today’s crowded digital space, it’s not just about increasing numbers; it’s about fostering a community that feels valued and engaged. So, next time you think about asking for that subscription, consider how you might create your own ‘Gentlemen’s Agreement’ and invite your audience into a meaningful exchange. Feeling inspired? Want to delve deeper into building meaningful engagement strategies? Explore resources that provide actionable insights tailored for small and medium enterprises like yourself.