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An 80 Mins Masterclass in Communications — Lulu Cheng Meservey
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The old communications playbook is dead: Political and company narratives used to be controlled by publicists and journalists. But now, founders can Go Direct. The question is… how? How do you spread a message in this new world? Lulu Cheng Meservey has worked with companies like Substack, Anduril, and Activision Blizzard, and this is her tell-all about how to build your own platform, build your own audience, and shape your own narrative. 00:00:00 Intro 00:00:32 Go direct 00:05:01 Beware of "perfect" writing 00:10:06 Ship-to-Yap ratio 00:15:20 Shaping a comms strategy 00:17:51 How to craft your message 00:22:57 Should you write with AI? 00:27:01 You don't need new ideas 00:32:13 Say what no one else will 00:35:20 The writing AI can't do 00:41:23 The power of the right messenger 00:47:31 Borrowing tactics from elections 00:55:12 Apple vs. crypto cults 01:02:38 How to launch your product 01:07:06 Stop making narcissistic announcements 01:09:55 What slogans work? 01:14:29 How to write an apology Hey! I’m David Perell and I’m a writer, teacher, and podcaster. I believe writing online is one of the biggest opportunities in the world today. For the first time in human history, everybody can freely share their ideas with a global audience. I seek to help as many people publish their writing online as possible. Follow me Apple: https://podcasts.apple.com/us/podcast/how-i-write/id1700171470 Spotify: https://open.spotify.com/show/2DjMSboniFAeGA8v9NpoPv X: https://x.com/david_perell
Segments Timeline
The Old Playbook is Dead
Lulu Cheng Meservey introduces the concept that traditional communications strategies, once dominated by publicists and journalists, are no longer effective. She emphasizes the importance of founders and politicians going direct to their audiences, bypassing the old media gatekeepers to spread their messages authentically.
"The old communications playbook, it's dead. Political and company narratives, they used to be controlled by publicists and journalists. But now things are different. Founders and politicians, they can..."
Understanding 'Go Direct'
Lulu explains the meaning of 'Go Direct' in communications. It involves founders speaking directly to their audience without intermediaries, revealing their true personalities and motivations. This approach builds trust and engagement, essential in today's decentralized information landscape.
"treat this conversation like a giant onboarding session that you would have and we're going to take all your knowledge about PR and communications and we're just going to bring it into one conversatio..."
The Shift in Information Control
Lulu discusses how the decentralization of information has changed the landscape of communication. With the rise of social media, anyone can become a source of information, making it crucial for founders to engage directly with their audience to maintain credibility and relevance.
"in this environment, people don't know whether to trust you. They don't know what you stand for. Why would they be excited to go work for you? And everything about your company is just flatter. Go dir..."
The Energy of Direct Communication
Lulu highlights the emotional impact of direct communication. She argues that authentic, imperfect writing resonates more with audiences than polished corporate speak, emphasizing the importance of conveying genuine intent and personality in messaging.
"deliver the message effectively and faithfully every single time. So no matter what you're doing that's representing your company to the outside world or to the inside world like to your own employees..."
The New Standard of Authenticity
In this segment, Lulu reflects on the evolution of public speaking and writing standards. She contrasts the polished, rehearsed delivery of public figures like the Obamas with the current demand for authenticity and spontaneity in communication, driven by social media.
"Yeah. If the writing is bad, it's better for it to be bad and honest, right? Like, do you ever feel like when you're having a conversation with someone and you're laying yourself bare and the person i..."
Engineering Spontaneity
Lulu discusses how content creators are now engineering moments of spontaneity to connect with audiences. She provides examples from TikTok and other platforms, illustrating how perceived authenticity can be crafted even in highly edited environments.
"think about three things here. One is uh when Michelle Obama would give speeches or actually when Barack Obama would give speeches, there would be this uh uh like do you actually think that they are c..."
Lessons from Elon Musk
Lulu analyzes Elon Musk's approach to direct communication, acknowledging both his successes and missteps. She emphasizes the importance of maintaining a balance between being vocal and ensuring that company operations are not neglected.
"is that what you just said engineering moments of spontaneity. Like if that doesn't speak to how our cultures changed, I don't know what does. Yeah. Because my college experience was deliberately remo..."
The Ship-to-Yap Ratio
In this segment, Lulu introduces the concept of the 'ship-to-yap ratio,' emphasizing that while communication is vital, it should not come at the expense of product development. She discusses how successful founders balance visibility with productivity.
"that. Anyone would take that deal. When you're advising founders to go direct, how do you think about working with them and the time that they spend? And here's why I ask. Going direct, a founder who'..."
The Importance of Deterrence
Lulu draws parallels between effective communication strategies and the concept of deterrence in leadership. She highlights the need for founders to be decisive and clear about their intentions, fostering trust and commitment among their teams.
"I love that. The ship to yap ratio. So what should we learn from Palmer? You know, in the threebody problem, especially in the dark forest in the second book, where the tricolerans uh look at humans a..."
Turning Attention into Action
Lulu discusses the importance of converting attention into tangible outcomes. She emphasizes that gaining attention is only the first step; founders must have strategies to leverage that attention into recruitment, sales, and investor interest.
"other thing that I've taken from from Andreal is being very explicit not just about who you want to work with you but also who you don't want to work with you. And there's a certain comfort in just tu..."
The New Era of Communication Strategy
In this segment, Meservey explores how the internet's evolution has shifted communication strategies. She contrasts the past emphasis on consistent publishing with the current ability to create impactful content sporadically. The discussion focuses on the necessity of having a clear strategy to leverage attention and convert it into meaningful business outcomes, likening it to converting potential energy into kinetic energy.
"a little bit like turning potential energy into kinetic energy. Like, if you convert it to something that you can actually use, um, otherwise it just becomes feelgood ego trip. Like if you're getting ..."
Crafting Your Communication Message
Lulu Cheng Meservey outlines the critical components of a successful communication strategy, emphasizing the importance of the message, medium, and messenger. She explains that the message must resonate with the audience's beliefs and desires, and that founders should focus on articulating their ideas clearly to ensure effective communication. This segment delves into how to shape messages that align with audience interests.
"actually help the business? Because otherwise it just becomes a sugar high for the founder to go off pursuing dopamine while everybody else is left to like build enterprise value by themselves. So fir..."
The Power of Naming and Framing
In this segment, Meservey discusses the significance of naming concepts and framing messages in a way that resonates with audiences. She uses the example of 'founder mode' to illustrate how giving a name to a common experience can create a sense of legitimacy and connection among founders. This highlights the importance of articulating familiar feelings in a way that empowers the audience.
"thing to get right. A lot of founders and companies will spend a lot of time trying to get on a podcast or trying to get a press hit or formatting a tweet or making a video or something. But if the me..."
Understanding Cultural Erogynous Zones
Lulu Cheng Meservey introduces the concept of cultural erogynous zones, which are topics that resonate deeply with audiences. She explains how identifying these zones can help in shaping messages that capture attention. This segment emphasizes the need for communicators to be aware of current discussions and sentiments within their target audience to effectively engage them.
"what they already feel. I mean, look at go direct, right? What that is is yeah, you know, it seems like founders are sort of changing their approach. We're sort of in a new media paradigm. And you're ..."
Delivering the Right Message to the Right Audience
In this segment, Meservey elaborates on the importance of delivering messages through appropriate channels to reach the intended audience. She discusses how understanding where your audience consumes information can enhance the effectiveness of your communication strategy. This segment underscores the need for strategic placement of messages to ensure they resonate with the right people.
"way that it can be received by someone with those interests. So what I mean is this. If you're a founder and you're trying to recruit um and you have a company, well, let's make make up a company. Let..."
Candy Coating Your Message
Meservey uses the analogy of candy coating medicine to explain how to make messages appealing to audiences. She emphasizes that while the core message may be essential, it must be presented in an engaging way to capture interest. This segment highlights the importance of crafting messages that are not only informative but also enticing to the audience.
"Writing is one of the most important things that you do in any context. And so, let's talk about how you use AI for writing. I'm I'm making some of this. this great up. If you want them to actually ge..."
The Cheese and Peanut Butter Approach
Lulu Cheng Meservey draws a parallel between giving medicine to a dog and communicating difficult messages to humans. She emphasizes the importance of finding hooks or incentives to engage audiences, suggesting that just like dogs need a treat to take their medicine, people also need a compelling reason to listen to important messages.
"give the dog medicine. You have to put it in a piece of cheese. Apparently, some people put it in peanut butter. And I was thinking it's really the same with human beings, too. Like, we don't always w..."
Understanding Cultural Conversations
Meservey discusses how to gauge cultural conversations by analyzing who is talking about a topic and their influence. She explains the significance of understanding the emotional responses of different groups and how public sentiment can vary widely, highlighting the importance of recognizing both vocal and silent reactions.
"one factor is um who's talking about it. Not just are people talking about it or how many people but like who's talking about it and what zone of status do those people occupy and which uh intellectua..."
The Trajectory of Trends
In this segment, Meservey explores how quickly trends can rise and fall, using the term 'founder mode' as an example. She emphasizes the need to be aware of the lifecycle of ideas and how public perception can shift rapidly, impacting the effectiveness of communication strategies.
"Do they hate it because it disgusts them? So like resentment and jealousy is okay. Cringe and embarrassment not okay. But the resentment and jealousy hate will show up very publicly and loudly. Wherea..."
Timing the Market of Ideas
Meservey explains two approaches to engaging with cultural trends: closely monitoring the zeitgeist to make informed predictions or consistently putting out content to see what resonates. She compares this to stock market strategies, emphasizing the importance of preparation and timing in effective communication.
"have to read the what's not in the room. Um, so there's the there's the who, there's the what do they think, there's the how strongly, and then there's the trajectory. So, we talked about founder mode..."
The Power of Iteration
In this segment, Meservey discusses the iterative process behind successful ideas, highlighting that many concepts undergo numerous revisions before achieving success. She stresses that the public often only sees the final product, not the hard work and iterations that led to it.
"being in sympa with the zeitgeist. There's two ways to do it. One is you watch the zeitgeist really closely. You see the direction it's headed. It's a little bit like trying to predict the stock marke..."
Embracing the Human Element
Meservey argues that AI cannot replicate genuine human emotions and experiences, which are crucial for impactful writing. She encourages writers to lean into their unique perspectives and emotional truths, as these elements resonate more deeply with audiences than polished but soulless content.
"it. That is one way to like high conviction, double down, high preparation um claim a piece of intellectual territory. The other way is you're not timing the market and you're just like dollar cost av..."
The Writing on the Wall
Meservey reflects on the current state of communication, asserting that the shift towards direct engagement is already happening. She emphasizes the need for writers to adapt to this change and recognize the opportunities presented by AI, rather than resisting it.
"sort of fluid and you make it a solid. The debate over Go Direct Mhm. is like shadow boxing. It's tilting at windmills. Go Direct has happened, right? Uh it is here. It has arrived. It's not evenly di..."
The Role of Experience in Writing
In this segment, Meservey discusses the importance of speaking from personal experience in writing. She explains how unique experiences create a monopoly over specific narratives, making the writer's voice more credible and compelling compared to generic opinions.
"AI and they're like I'm scared of that. I don't want to go close to it. Actually, no, it's not that good. I've used I used GPT4 one time and um it's cope. It was, you know, it was it it you know, it w..."
The Dangers of Engagement Farming
Meservey critiques the trend of engagement farming in content creation, expressing her disdain for superficial formats that prioritize clicks over genuine connection. She warns against the exploitation of audiences through formulaic content that lacks authenticity.
"like you're not deciding that AI is going to become a great it just is. It's a fact. I'm not deciding um that go direct is a thing that should happen. I mean, I think it should happen, but it already ..."
The Importance of the Messenger
Meservey highlights the significance of the messenger in communication, explaining that authority and credibility are crucial for delivering impactful messages. She illustrates how different messages require different messengers to resonate effectively with audiences.
"be one of the people who doesn't realize the Vietnam War is over because you've been living in the jungle, like that's fine. There are people who still want to litigate the moon landing. Like that's f..."
The Dangers of Template Culture
Lulu Cheng Meservey critiques the viral nature of engagement templates that dilute genuine communication. She expresses her disdain for the trend of creating content that merely mimics popular formats, emphasizing that such practices lead to a lack of authenticity and meaningful engagement. Meservey argues that the proliferation of these templates results in a culture where real voices are drowned out by bots and superficial interactions.
"like sucking engagement out of us so that they can get the X payout or something. It like disgusts me so much. And what happens is like these templates go viral and then people write templates about h..."
The Importance of the Right Messenger
In this segment, Meservey discusses the critical role of the messenger in communication. She explains that the effectiveness of a message often hinges on who delivers it, highlighting that different messages require different messengers. For instance, a founder should communicate the company's vision, while employees may be more credible in discussing workplace culture. This insight underscores the need for authenticity and authority in messaging.
"different messages require different messengers. So if your message is here's what we plan to do in the world and here's our vision, it's pretty clear and obvious that the founder should be the messen..."
Avoiding Generic Spokespeople
Meservey warns against using generic paid spokespeople who lack credibility and authority. She explains that audiences can sense insincerity, especially in PR pitches, which can lead to a disconnect between the message and the audience. By relying on authentic voices rather than paid endorsements, companies can enhance their messaging impact and foster genuine connections with their audience.
"the mistake that companies make? Having a messenger that whose opinion nobody cares about um like a paid spokesperson, right? Like a generic paid spokesperson who is being paid to say those words, the..."
The Shift in Trust Dynamics
In this segment, Meservey reflects on how public trust has shifted away from celebrity endorsements to more relatable figures. She illustrates this with examples of everyday people whose opinions carry more weight than those of paid celebrities. This change emphasizes the need for brands to connect with their audiences through authentic narratives rather than relying on traditional celebrity endorsements.
"just being a shill for this company now. We're like whatever. Like Matthew McConna is cool, but I don't care that he's in a Lincoln commercial. Yeah. Yeah. Exactly. Oh, you didn't go buy a Lincoln whe..."
Crafting Authentic Requests
Meservey shares strategies for making requests that resonate authentically with others. She emphasizes the importance of framing requests in a way that aligns with the recipient's interests, allowing them to engage willingly rather than out of obligation. This approach fosters genuine support and enthusiasm, which is crucial for effective communication and relationship building.
"again. Or we were talking about why does nobody write like an expose of like how things really work in Washington. That's you get one bullet, you get one shot, your career is over. You're not going to..."
The Value of Relatable Messaging
In this segment, Meservey discusses the significance of understanding and articulating the shared experiences and struggles of the target audience. By focusing on common pain points and aspirations, communicators can create messages that resonate deeply, fostering a sense of connection and understanding before introducing their commercial interests.
"to drop. Now, the intuitive thing would be, "Hey, can you share this for me tomorrow?" Yeah. But that seems like people are going to be shills and you're get clearly getting the ick from that. So, how..."
Creating Value Beyond Self-Interest
Meservey emphasizes the need for communicators to provide value beyond their immediate self-interest. She suggests that effective communication should start with insights that are novel or helpful to the audience, rather than solely focusing on selling products. This strategy not only builds trust but also encourages audiences to engage with the brand organically.
"two, you actually don't want, right? So, how do you frame a request that will only happen if it fits that third category and and just work backwards? You are letting them know what you're doing. You'r..."
Harnessing Existing Currents
In this insightful segment, Meservey explains how communicators can leverage existing cultural currents to amplify their messages. By aligning their narratives with what audiences already care about, they can create compelling content that resonates and spreads organically. This approach emphasizes the importance of understanding audience sentiment and using it to guide messaging strategies.
"would be interesting to them regardless. What I'm getting from you is so so far there's a few words that have stuck out. So the image that has been like replaying in my mind is like this giant poster ..."
Designing for Virality
Meservey concludes with a discussion on designing messages for virality. She stresses that effective communication should encourage audiences to share messages they genuinely resonate with, rather than forcing them to promote content they don't believe in. By creating messages that align with audience interests, brands can enhance their chances of achieving viral success.
"go. Something like this. Don't take This is not survival advice. I'm not a registered swim adviser. Please speak to your advisor. This is K's advice. And uh let's say that the current of opinion is he..."
Understanding Your Audience
In this segment, Meservey highlights the necessity of understanding your audience's pain points and aspirations. She advises communicators to set aside commercial interests and focus on relating to their audience's struggles and dreams. This approach fosters a deeper connection and ensures that messages resonate authentically.
"virality that is designed to maximally spread as opposed to something that can't spreads. That's it. Yeah, that's perfect. Thank you. That's what I want. That's the title of the show. All right. Tell ..."
The Shift in Apple's Narrative
Lulu Cheng Meservey critiques Apple's current marketing approach, suggesting it has shifted from understanding customer needs to pushing products for profit. She reflects on the company's golden era, where it resonated with users as part of a creative subculture, contrasting it with the present perception of being overly commercialized.
"people immediately. Apple is getting criticized a lot now for kind of losing the plot a little bit. And um the golden era of Apple a lot of people think of as like the think different. You're the unde..."
Standing for Something
Meservey discusses the importance of companies taking a stand without alienating potential customers. She argues that businesses should be opinionated and take risks, but must carefully navigate divisive issues to maintain a cohesive community. This balance is crucial for fostering loyalty and avoiding unnecessary conflict.
"that more people use it. There's nothing that it does for me and I haven't seen anything that explains why it would make my life better. And so I literally can't remember what it's called, but I remem..."
Drawing the Line in Company Values
In this segment, Meservey explains how companies can effectively draw lines around their values without splitting their audience. She emphasizes the importance of aligning company principles with the beliefs of their core audience, using examples from the crypto industry to illustrate how to maintain unity while standing firm on key issues.
"feel about Apple at least happening right now. It didn't feel like they alienated people. It felt like they stood for something and you were you know if you had a PC that that's that's fine like hey I..."
The Importance of Brand Identity
Meservey articulates the significance of brand identity in a crowded marketplace. She argues that what a company stands for reflects the aspirations of its customers, and that a strong, clear identity can differentiate a brand in a world filled with options. This segment underscores the need for companies to be intentional about their messaging.
"weren't going to help us. You weren't going to work for us. You weren't going to do anything. And so why do we care about you getting mad? In fact, you getting mad only convinces our people that this ..."
Maximizing Product Launches
Lulu Cheng Meservey shares insights on how to effectively launch products in a noisy market. She discusses the importance of turning attention from a launch into lasting benefits for the company, such as building a recruiting pipeline or generating investor interest. This segment provides practical advice for founders navigating the complexities of modern product launches.
"want to tell other people this is the type of person that I am and So what you stand for is a direct reflection of that. It seems like launches are a kind of free lunch. They're like uh you have one c..."
Avoiding Trend Fatigue
In this segment, Meservey warns against the pitfalls of jumping on trends that can lead to fatigue among audiences. She emphasizes the need for originality in messaging and the importance of identifying cultural touchpoints that resonate with people, rather than following the crowd with overused formats.
"anything with attention. The mistake that people make is jumping onto trends. So I remember for a while like I was doing a bunch of manifestos and then it's like manifestos everywhere and I was I was ..."
Crafting Effective Announcements
Meservey outlines a method for writing impactful announcements that prioritize the audience's needs. She critiques self-centered narratives that focus too much on the company's achievements, advocating instead for a structure that highlights the problem, solution, and relevance to the audience.
"right? Um, I said this a while back with like Tolken inspired names. There was just like a glut of people naming their companies after Tolken. I'm not saying they're bad companies. Some of them seem r..."
The Power of Focused Communication
In this segment, Meservey discusses the concept of reducing surface area in communication to increase impact. She uses analogies from physics to illustrate how targeted messaging can create significant pressure and attention, stressing the importance of clarity and focus in conveying a single, memorable message.
"Yeah. To increase your pressure, reduce your surface area. Yes. The equation in physics is pressure equals force over area. And you can picture it, right? Like if you're trying to puncture a board and..."
The Role of Slogans in Branding
Meservey emphasizes the critical role of slogans in branding and communication. She explains how effective slogans create a sense of ubiquity and resonance, making messages more memorable. This segment highlights the importance of consistency in messaging to reinforce brand identity.
"that, how important do you think slogans are? Extremely important. Every great movement has had a slogan. And the thing that slogans do is they make something feel ubiquitous and inevitable and like j..."
Converting Attention into Action
Lulu highlights the necessity of aligning communication strategies with actual business goals. She warns against the pitfalls of seeking attention for its own sake, likening it to a 'sugar high' that distracts from meaningful outcomes. Instead, she stresses the importance of converting attention into tangible results, such as recruitment or revenue, by understanding what the audience truly desires.
"you're robotic. Like, if you say the entire paragraph over and over, now you're scripted and now you're just like reading off of the talking points. But it's fine to say focus on the customer over and..."
Empathy in Leadership Communication
In this segment, Lulu shares insights on how leaders should communicate during crises. She contrasts passive corporate language with the power of first-person accountability. By expressing genuine concern and taking responsibility, leaders can connect with their audience on an emotional level, fostering trust and understanding during challenging times.
"you need to convert the attention into motion. It's like if you were to just sit on a can of gasoline and hope that you'll end up at your office. like you need to convert it into motion and actually k..."
Aligning Messaging with Customer Values
Lulu discusses the importance of aligning company messaging with the values of the target audience. She advises against divisive communication strategies and emphasizes the need to draw a line that resonates with the customer base. By understanding and articulating shared concerns, companies can strengthen their connection with their audience and avoid alienating potential supporters.
"them by taking something that they feel and worry about and frustrates them about like America falling behind and say it to them in words that they recognize so that it feels like we're totally on the..."