Cultural Erogenous Zones
Inspired by on Lenny's Podcast
A comms expert says trying to change what someone cares about is nearly impossible - but connecting your message to what they already care about is almost effortless.
Lulu Meservey has run communications for Substack, Activision, and some of the most talked-about startups in tech. Her most memorable framework?
'I often say to find your audience's cultural erogenous zones. People have things that they either care about or don't, and you're not going to change that.'
It's a huge lift to change someone's worldview. It's a light lift to connect your message to their existing passions.
'If your natural audience cares about X and you're offering Y, then it's your job to create the bridge from X to Y.'
With kids, this is everything. You can't make them care about cleaning their room. But if they care about having friends over, and friends need somewhere to play, suddenly there's a bridge.
You can't make them care about healthy eating. But if they care about being fast like their favorite superhero, and superheroes eat vegetables...
Don't fight to change what they care about. Find the bridge from what they care about to what you need.
PM Theme: Product messaging
Parenting Theme: Connecting to motivation
“I often say to find your audience's cultural erogenous zones. People have things that they either care about or don't, and you're not going to change that. It's a huge lift to try to change someone's worldview or their passions. It's a light lift to take the thing you want to talk about and just shape it into, to fit into their worldview.”Lulu Cheng Meservey · 00:00:00
“If your natural audience cares about X and you're offering Y, then it's your job to create the API or to create the bridge from X to Y.”Lulu Cheng Meservey · 00:15:26
