Step 1 is Give Us Something
Step 2 is Make it Free
Step 3 is Make it worth sharing. (Some (Mr. Godin again...) call this remarkable...making something that can be remarked on).
NOTE: This has since changed: this is now phase 4: Maximize its social capital
We love sharing stuff...we really do. My best friend Steve PRIDES himself on being the first to new about music...about EVERYTHING music. The kid still goes and buys a bunch of cd's every other week (most of which turn out bad). I don't think I've purchased a cd since the iTunes Store came out. Anyways.
Steve shares stuff because of the clout it gives him. Steve is the musician of our college family. He is the go to music guy. Music is what he does. It's his passion. He likes knowing who is playing where, who's going to blow up soon, etc. etc. etc.
It gives him social clout. There are basically only three things we are after. Social Clout....Female Clout (which often has to do with social clout)...and survival. Survival means two things...helps us with school, or helps us have money.
So to be remarkable, or worth sharing...what do you need to do? You need to give us something that brings us social clout (really not that hard to do), female clout (a bit harder because none of us understand women), or helps us get an A, make 2$ more per hour, or figure out our future.
You're probably going to fall into the first category, maybe the second.