Twitter threads that named the writer's problem and positioned Ship 30 as the solution were a core acquisition mechanic.

“Twitter threads pointing out the problem (and positioning Ship 30 as the solution)”

They compressed the Ship 30 curriculum into a free 5-day email course to convert rented Twitter reach into an owned email list, then pitched Ship 30 at the end of it.

“We took the Ship 30 curriculum and compressed it into a 5-day Educational Email Course.”

The free email course converted far better than a generic newsletter opt-in and became the main sales engine.

“This EEC alone quadrupled Ship 30 as a business, and led to millions of dollars in revenue for us and the program.”

A referral program let existing members share Ship 30 with their own audiences and bring others in with them.

“Referral program for every member who wants to share with their audience what they're doing and encourage others to do it with them”

Paid ads were tried but stayed a very minor part of the growth mix compared to organic content.

“We've spent less than 1% of our revenue & time on experimenting with ads.”