Lulu Cheng Meservey: Meet Silicon Valley’s Top PR Master | How I Write

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.

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