Messages so good people can't help but pass them on is a great place to start.

Remember that CD Baby shipping confirmation?

"Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow...We hope you had a wonderful time shopping at CD Baby. In commemoration, we have planted a tree in your name in the Peruvian Amazon...We all sincerely hope that you enjoy your music."

That wasn't just an email. It was a story people couldn't wait to share.

Community messages exist on three levels.

Level 1 is a good message. Clear, helpful, on-brand.

Level 2 is a unique message. Stands out, memorable, different.

Level 3 is a shareable message. Transcends its purpose. Takes on a life of its own.

Most builders never get past level 1. The best live at level 3.

Consider Brian Johnson's "Don't Die" brand. Simple. Direct. Outrageously so. But also easy to understand. Even easier to share.

Your community's mundane touchpoints are secretly your greatest marketing assets. Welcome emails. Thank you notes. Order confirmations. Event reminders.

You don't need fireworks. You need authenticity. You don't need to go viral. You need to be memorable.

Forget a referral program. Drive attention by paying attention to the details. Instead of shouting things out, make what you are doing worth talking about.