Bitcoin
A decentralized digital currency with a large community of evangelists.
Where Bitcoin comes up1 episode or test
- 1Business objectiveWhat the messaging must achieve
- 2Who takes actionWho must take what action
- 3What they believeWhat they must believe
- 4Where attention goesWhere they already spend attention
From Lulu Cheng Meservey on How I Write
What was said about Bitcoin
Bitcoin spreads through evangelists who promote it as part of their identity. Bitcoin has no comms department, yet its evangelists spread it for free. Promoting it is part of who they are.
Lulu Cheng Meservey, former VP of communications at Substack, makes the point on the How I Write podcast.
Leading with the technology hides what Bitcoin offers the reader. Lulu says messaging that starts from the technology hides the benefit. She advises starting from what the reader gets, because nobody cares about your passion or your technology, only how it improves their life.
Her planning doc has four headings: the business objective, who must take what action, what they must believe, and where they already spend their attention. Her examples are crypto firms bragging about the blockchain, and AI products bragging about being built on AI.
Meet Silicon Valley’s #1 PR Expert — Lulu Cheng Meservey
It has no comms department, yet evangelists spread it for free because promoting it is part of their identity. Leading with the technology hides the benefit.
Bitcoin spreads through evangelists who promote it as part of their identity. Bitcoin has no comms department, yet its evangelists spread it for free. Promoting it is part of who they are.
Lulu Cheng Meservey, former VP of communications at Substack, makes the point on the How I Write podcast.
Leading with the technology hides what Bitcoin offers the reader. Lulu says messaging that starts from the technology hides the benefit. She advises starting from what the reader gets, because nobody cares about your passion or your technology, only how it improves their life.
Her planning doc has four headings: the business objective, who must take what action, what they must believe, and where they already spend their attention. Her examples are crypto firms bragging about the blockchain, and AI products bragging about being built on AI.
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