The author shares insights from running HeheStreams, a service in the illegal streaming space, emphasizing the importance of trust and direct communication with users. Instead of opting for traditional marketing methods like ads, they relied on word-of-mouth to grow the customer base. This approach involved being highly visible and approachable. The author ended every email with an invitation for users to reach out, fostering a sense of connection that countered the typical skepticism associated with such services. Key strategies included a thoughtful onboarding process, where users received tailored emails after subscribing. These messages checked in on their usage and prompted feedback through surveys. The author maintained a light-hearted tone in communications, making even transactional emails enjoyable to read. They were upfront about service issues and honored refund requests without hassle, which built credibility and trust among users. Pricing was intentionally set higher than competitors to attract a more discerning clientele who viewed the service as an investment rather than a mere expense. A notable growth tactic involved leveraging Reddit's API to identify potential users discussing sports streaming. Subscribers were encouraged to promote HeheStreams in relevant threads, earning both referrers and new users discounts. Despite the challenges of scaling personal interactions, the author successfully applied these principles in a different venture, a Mexican ecotourism business. The overarching message emphasizes that genuine engagement and trust can outperform traditional advertising, particularly in spaces where conventional marketing is not an option.