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Aye. Yo. How we doin’ this week, creators?

We’re officially in December, so now I’m allowed to play (and shill) my favorite Christmas album of all time: DOOM XMAS.

If you like MF DOOM (don’t forget ALL CAPS when you spell the man’s name), and want to get into the holiday spirit, look no further than this tape. Promise.

I’m not going to get too deep into my usual yap sesh this morning, so I’ll leave you with some immaculate vibes and hope that you readers have a fantastic rest of your week.

Outside of the above, I just have one more ask for you all. This issue is supported by KwaKwa, they can help you turn your expertise into a course in just a few simple steps, and if you click their link below to check ‘em out, it’s a massive help in supporting my efforts with Cmd+Shift+Create.

Thank you as always to all those who support and click my links when I have ‘em. I see y’all 👀❤️ 

-Luke

Who Do I Create For? Who Should You Create For?

In last week’s issue, I dug into my efforts (and failures) on LinkedIn’s newsletter feature, and I realized there was a deeper reason why I’m prioritizing this version of the newsletter instead.

Outside of negating algorithmic influence and ensuring that my content is truly getting pushed to those who follow me, I had a realization that perhaps my content was doing so poorly because those very few readers on LinkedIn were not resonating with the language I use in my pieces.

I realized that I was trying too hard to make my content work for people who didn’t “get” me or the way I write in the first place. And honestly? That’s not my job as a creator. It’s not yours either. Our job as creators is to speak to the people who already connect with what we’re saying—to prioritize true supporters, the ones who show up, care, and understand (this isn’t necessarily the case when first starting on your creator journey, though. Start broad and narrow down from there).

When I shifted my focus from trying to appeal to everyone to simply creating content that felt good to me, everything started to change. I stopped watering down my voice or adjusting my tone to fit what I thought people wanted (hello LinkedIn algorithm Gods!). Instead, I leaned into what made my perspective unique, and that’s when things seemed to click.

I began speaking in a tone and a language that I would want to be spoken to in, rather than trying to speak like a guru (hello again, LinkedInfluencers). In turn, this shift has created far more engagement than I’ve had in more than two full years of writing this every week. I went from hating what I was writing, and barely having support, to being obsessed with my ability to speak to you incredible readers in the same way that I would talk to my friends. It’s an incredible feeling.

With that said, what can your takeaway be from this learning? In short, your content won’t resonate with everyone, and that’s not just okay—it’s exactly how it should be. 

The more I embraced this idea, the easier it became to find my niche, solidify my voice, and create a space that feels true to me and the community that I want to build (a bunch of creator nerds like myself ❤️).

So here’s my advice for you fellow creators (or those thinking of taking the leap into content creation): don’t force it. Create what feels good. Speak to the people who already understand your language, and let go of the rest. Your true fans will find you. They’ll stick around. And that connection will be so much deeper and more meaningful than trying to be something you’re not.

Thank you as always to all of those who have stuck around for so long, and I hope that my shift in language and tonality has helped you feel not so alone on your journey. If you have any more questions on this topic, please reach out, and let’s chat, you shouldn’t go through the journey alone, and you don’t have to. I’m always here for those who support me, so don’t hesitate to hit that reply button!

Uh oh! Extra section alert!

Last week I had one of my longtime supporters (and incredible creator), Jamie, reply to my newsletter, and it reminded me yet again why I create, and who I create for.

Relating this to the piece written above, this is why you should be creating for those who resonate with your voice. If you create for everyone, you create for no one. If you create for yourself, you’re going to find that your voice resonates with people like you.

Thank you to Jamie for the kind words, and the inspiration for today’s issue! ❤️ 

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Hope you enjoyed this week’s post. See you next week ✌️