Hey! Welcome back to the Creator Economy NYC newsletter, your weekly hit of insights and strategies to help you build, monetize, and scale as a creator.

Still riding the high from our first ever Creator Jeopardy we hosted this week. Shoutout to Ariel Viera for being our inaugural winner. Recaps on our IG!

This week, we’re diving into a conversation that has come up at our recent events - why some creators seem to effortlessly attract the right audience while others struggle to connect with anyone at all.

Let's get into it.

Instead, start creating for a specific someone.

One of the things that creators get wrong is they think broader appeal means bigger audience.

But the opposite is true.

When you create for everyone, you create for no one. Your content becomes generic, forgettable, and gets lost in the noise.

But when you create for ONE specific person? Everyone like them begins to show up.

Think about it like this: imagine you're creating personal finance content.

You could create generic content like "3 ways to save money for retirement." But that becomes boring, forgettable and could apply to literally anyone.

Or you could create content specifically for, say, me - Brett - that “one specific person” who’s a solo founder without corporate benefits who needs to figure out retirement planning with irregular income and no 401k match.

Suddenly, your content isn't just helpful, it's essential to me. It speaks directly to my exact situation and POV.

And what happens next is that every other solo founder, freelancer, entrepreneur, and gig worker facing similar challenges thinks, "this person gets it, this is exactly what I needed."

You didn't lose audience by getting specific. Instead, you attracted everyone who shares those same pain points.

I see creators worry that choosing one person means excluding everyone else.

That's backwards thinking.

When you speak directly to the person you want to consume your stuff. That one person's specific situation. You naturally pull in everyone who relates to that.

A few great examples:

None of these creators are trying to appeal to everyone.

They deeply understand one specific type of person, and that’s exactly why their content connects.

Specificity creates connection. Connection creates loyalty. Loyalty creates community.

This doesn't have to be complicated. In fact, it shouldn't be.

Option 1: Think of someone you actually know. A friend, family member, co-worker, or customer whose challenges you understand deeply. Create for them.

Option 2: Look at your most engaged followers/subscribers. What do they have in common? Pick one who represents that pattern.

Option 3: Think about past conversations. Who asked you a question that stuck with you? That person might be your "one person."

The key is knowing their specific pain points and desires. Create for them and talk directly to them.

Here's what I want you to do:

I guarantee you'll be surprised by how many people feel seen and understood.

Because in a world of generic content, specificity is your superpower.

We’re collecting responses for our 2026 State of Your Creator Business survey, and I’d really love your input.

It’s a quick, anonymous 2 minute survey about how creators are actually earning, managing money, and operating their businesses right now.

The goal is to bring real creator perspectives directly to the brands, banks, platforms, and software companies building for this industry, so the future of the creator economy is shaped by actual creators, not assumptions!

The Creator Goal Setting Guide (FREE): A simple but powerful document to help you declare who you want to BECOME in 2026. Get it here.

The Creator Accountability System (FREE): Your visual companion for consistent creation in 2026. Get it here.

That’s all for this week! Try the "one person" approach this week and let me know how it goes.

F*ck it, create it,

Brett