Lieberman: Morning Brew used a dedicated 'tone editor' to inject personality
Alex Lieberman · How I Built Resilience: Alex Lieberman and Austin Rief of Morning Brew · Mar 4, 2021 · at 10:37
Morning Brew co-founder Alex Lieberman explains the editorial workflow used in college to scale newsletter writing while preserving a distinct voice.
0:00 / 0:27exact quote · 27.5s
720p mp4 · rendered on demand · StarZero watermark
“What we did is we said, if they're good enough at writing just digestible flowing blurbs about the biggest business stories, the only other job we have to do is to get tone involved, and so we literally got like a tone editor, and it was someone who had this really wonky background of majoring in both Business, but also being part of, like, the improv troupe at Michigan, and his sole job was taking all of the blurbs that the college students wrote and adding voice and personality to it.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Alex Lieberman
Lieberman: Content longevity works because most creators burn out and quit
“If the content is good enough for a specific audience long enough, generally that's a good formula because a lot of people, most people will not stick with the consistency of putting content out for years on end. Like it sounds simple, but most people just can…”
Lieberman: Newsletter referral rewards rely on social signaling and exclusive content
“What are the things that they care a lot about? And generally it was around two things. It was extra content where it was ways to socially signal that you are a Morning Brew VIP. So it was always something that either a mug that could be on your desk or a crew…”
Lieberman: Media engagement is driven by delivery tone, not factual differences
“The content is the same. The delivery could not be more different. And I will have that conversation with my cousin every day of the week.”