👋🏽 Doors Opening

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

Quick shoutout: Net Influencer just published an in-depth feature about our mission to reimagine the creator economy as a small business movement. Check it out!

Also exciting: we have a virtual event coming up with Pinterest! Diving into how creators can leverage the platform to grow, get discovered, and drive real results. More details in the events section below.

This week, I've been thinking about something that came up during conversations 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 dive in.

✍️ Spotlight

Stop creating for "everyone" — start creating for someone

Here's the thing that most creators get wrong: 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 shows up.

The power of getting specific

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

You could create generic content like "5 ways to save money for retirement." Boring. Forgettable. 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. It speaks directly to my exact situation.

And here's what happens next: every other solo founder, freelancer, entrepreneur, and gig worker facing similar challenges thinks, "Holy shit, this person gets it. This is exactly what I needed."

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

Your "one person" doesn't limit you — it amplifies you

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.

• The working mom trying to stay fit during naptime? She'll attract every time-crunched parent.

• The new graduate with no internship experience? They'll connect with every career changer and self-taught professional.

• The solo founder figuring out business finances? They'll resonate with every entrepreneur navigating the same challenges.

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

How to find your "one person"

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. Not general ones — specific ones. And create for them. Talk directly to them.

Your challenge: pick one person this week

Here's what I want you to do:

1. Choose the person you want your content to speak to. Spend 5 minutes (seriously, don't overthink this).

2. Write down their specific challenge or desire. Not "wants to be successful" but "wants to land their first marketing role without internship experience."

3. Create one piece of content speaking directly to them. Use their name if it helps. Address their exact situation.

4. Watch what happens. See who responds. Notice who relates.

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

The bottom line

In a world of generic content, specificity is your superpower.

When you create for one person, you don't just make content — you build a tribe of people who feel truly understood.

Stop trying to be everything to everyone. Start being everything to someone.

Your "someone" is waiting for content that speaks directly to them.

🎪 City Happenings

VIRTUAL EVENT: Pinterest for Creators

Here's the thing: most creators either haven't tapped into Pinterest — or aren't using it the way they could be.

We're teaming up with the Pinterest team to break it all down in a free, no-fluff virtual workshop built for creators.

What's inside:

• Why Pinterest matters in 2025 — and what makes it different from every other platform

• A simple way to think about growth, reach, and content that lasts

• Tools and features creators actually use

• Live Q&A

WHAT’S NEXT: Summer events preview

Summer events are in the works! More details coming soon, but for now:

• Mixer & panel (announcing partner soon) — July 22 (RSVP EARLY HERE 😎)

• September Mixer & Panel — Late September (TBA)

All events will be added to our events calendar once confirmed. As always, you'll hear about them first right here in the newsletter, then on our socials.

📚 Resources

2 FREE resources to accelerate your creator growth

The Creator Goal Setting Guide: A simple but powerful document to help you declare who you want to BECOME in 2025.

The Creator Accountability System: Your visual companion for consistent creation in 2025 (I’m using this now to send one newsletter a week!)

✌🏽 Stand Clear of the Closing Doors Please

Thanks for reading! Try the "one person" approach this week and let me know how it goes.

LFC(reate),

Brett