Every single viral campaign begins with giving something away. Every one. It could be an ebook, a piece of software, an instructional video, or even a few laughs, but it has to be free. And when we say free, we mean free. Not free with an opt-in or a free trial. It has to be really free, because you’re going to encourage your customers to share it with their friends, and no one wants to tell their sister she has to sign-up for your list to get the cool thing you’re giving away.