"I often say to find your audience's cultural erogenous zones so what it means is people have things that they either care about or don't and you're not going to change that so it's a huge lift to try ..."

"with Lulu Missouri after a short word from our sponsors this episode is brought to you by assembly AI if you're looking to build AI powered features in your audio and video products then you need to k..."

"Lulu welcome to the podcast thank you Lenny great to be here I am really excited to chat all things comms and PR I've never met a founder or product leader who doesn't want to get better at spreading ..."

"use a story use an anecdote instead of using adjectives because adjectives are so subjective they're meaningless to people so if you give them a story that's something they can repeat over the dinner ..."

"so you've definitely done this on Twitter it might be fun just to share a tweet or something of yours that has done this that has spread like crazy and notice that you delete your old tweets which I t..."

"that it was such a colorful metaphor actually caught people's attention in in an accidental way like I didn't mean for it to um yeah I guess that's that's a don't does that sort of what's an example y..."

"again an analogy to make it more memorable my analogy for this is if you're investing money in the market versus if you're just sitting in cash if you're sitting in cash you won't lose your money and ..."

"when you asked about what are things that help stick in people's memory there was the kind of fail example of the C analogy I think a useful example that works is I often say to find your audience's c..."

"Y it's not with messaging it's not build it and they will come it is so sorry and you'd have to be super humanly gifted to the extent that I can't recall seeing in my entire life where you create a me..."

"and in fact it stuck with me such that many years later I'm still repeating it to you hmm something else that I think what you teach helps with is underdogs kind of coming up against incumbent compani..."

"and get them to print the story that you want them to so you need to figure out who are the influencers and the way to do that I'll cut off the rabbit hole after this because you can just go deeper an..."

"motion I really like this concentric Circle framework I haven't heard this before is there just to make it a little more real is there something that you could share something that comes to mind that ..."

"to make this even more real I'm trying to uh help people understand this concentric Circle idea so first up stack as an example what would be like the few layers of the concentric circle like on the m..."

"circle is my point super interesting and I imagine the closer they are to the employees the more time you spend with them and the more like innately they're closer and also their perspective and what ..."

"one-page Google doc and you take your audiences you list them probably stop at like five or six because past that it's like way way first world problem like you you'll have more than enough work to wi..."

"the way you described it earlier came back to me as you were talking which is this idea that lights people up like what lights people up within this list of people that you're making so that's uh that..."

"is that ring a bell yeah okay let's get into that yeah I think it's useful to try to bring as much discipline as possible to comms because you're really just measuring Vibes and it's hard you know wor..."

"so they need to believe these things then it's where do they reside intellectually like how do you deliver that message to them and that's the who do they listen to which accounts do they follow which..."

"something done with your comms as opposed to just saying words into The Ether I think you had something like there's like pressure and force and areas that part of this or is that a different framewor..."

"apply more pressure so I think of it as there's a Continuum between you can either hyper Target so that the extreme of the Continuum is you are becoming the life partner of one person that's like the ..."

"and it's not meaningful to them so you have to choose where you're going to be along that Continuum and for most startups I would choose towards the fewer people end of it where you choose who's going..."

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"message you can either increase the force and what is in this context force is it like the amount of messaging or is it like the success of your message it's the amount of effort you put in it's how m..."

"this is a really great framework again is your advice that for the smaller you are just basically reduce the area yes and the larger you are you increase that over time yes if you're just starting out..."

"are in it become your True Believers your your die hards and they'll expand it out to the next Circle and then you go from there but if you try to win over everybody at the same time it's for you know..."

"hate when people are mad at you so you try to appeal to them and then your true fans lose their passion because the thing that made you so special has now gone milk toast so biology Fosters his true f..."

"way to start and then you expand from there it's both I mean the denominator if you're writing online or doing something online the denominator is the size of the internet you don't need to capture 80..."

"you've written about this Lenny right with how to how to be viral how to be noticed and one of the things is be remarkable and you can't be remarkable if you're trying to appeal to so many people that..."

"trying to get a bunch of attention for your product and it's not no one cares feels like this is one reason is just you're going too wide right yeah I think that's probably the most common reason um i..."

"there's a sense of wanting to cosplay an executive and it doesn't it doesn't work it doesn't resonate a good example of this would be Ryan Peterson at plexport his company even after it got huge he ne..."

"there's still a place for engaging with media and that it's just another tool he's for just like straight up go direct undistilled but I think that for everybody a hundred percent of the time you want..."

"post writing all their stuff it shows so some CEOs are better at writing long form some CEOs are better at doing videos some do better with audio or podcasts somewhere better with short form like the ..."

"and I've seen Founders become a lot more comfortable in front of the camera for example once they've done a few reps and the other reason to to know that you can just change it over time is otherwise ..."

"what's interesting I found recently is I get more traffic to my newsletter from LinkedIn and Twitter is that something you think about at all like going to LinkedIn instead of Twitter feels so wrong t..."

"is excellent that is really good advice I'm gonna throw a fishing line into the pool of examples he talked about people doing this well uh going direct apology talk about Ryan Peterson and uh Elon obv..."

"you know within an hour they're on the trend as opposed to other Industries or more traditional companies that take a few days and they routed through approvals and then the opportunity is done what a..."

"communicate so that when you do something it's not weird like if you never post and then suddenly you start posting people are going to think you're having a crisis or something like what is going on ..."

"broadly step one would be assessing what are you good at and what do you enjoy so that's where you decide do I like long form writing or do I enjoy podcasting or what are my mediums step two is settin..."

"and so it's the same with audience a mistake that people make I think is just every once in a while trying to go viral as opposed to just being consistent and then you know some posts do better than o..."

"trying to go viral for the sake of it and you don't have a real message it's like the the post the um when people screenshot the iPhone you know six digit security code and they say best feature Apple..."

"meaningful so one example of this is there's all these threads about how to just grow on Twitter for no reason just grow for the sake of growing and it's a lot of generic advice of like make sure that..."