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