So, you’ve heard about Substack and think it’s a cool idea to write there, but let’s face it—figuring out what to write and how to do it well can feel pretty overwhelming. You’re probably wondering how folks actually build a loyal audience and even make money from newsletters, right?
You’re in luck, because I’m going to walk you through exactly how to pick interesting topics, set up your newsletter properly, connect with readers, and maybe even turn your writing into a steady income. Seriously, stick around—this guide has all you need to start and thrive on Substack.
Ready? Let’s jump right in.
Key Takeaways
- Pick a focused newsletter topic you’re passionate and knowledgeable about that also has a clear target audience.
- Properly customize your Substack profile with a clear title, simple description, and consistent visual branding.
- Write short paragraphs and conversational content; include personal experiences and questions to encourage reader interaction.
- Begin free to attract followers, then consider premium posts once you’ve earned trust.
- Use “Notes” for quick updates and “Chat” for engaging directly with subscribers.
- Post newsletters consistently and plan your publishing schedule ahead.
- Promote your newsletter on social media and online communities to attract new subscribers.
- Collaborate with fellow Substack creators for mutual audience growth.
Step 1: Choose What You’ll Write About on Substack
So, you’ve decided to try writing on Substack, but where do you start when picking a topic? The smart move is to go for something you’re genuinely passionate or knowledgeable about. It could be anything from politics and finance all the way to hobbies like knitting or movie reviews.
To narrow down your topic further, consider who you’d like to attract as readers. Are you writing for teens, young professionals, parents, or retirees? Your chosen topic should directly appeal to your readership’s interests to keep them engaged and looking forward to new posts.
When picking your niche, browse through other popular Substack newsletters in similar categories. Check their engagement, which you can gauge from comments, likes, and subscriber counts. If you notice newsletters on topics such as dystopian fiction writing or finance investing performing well, it might indicate a lively, welcoming audience base.
But here’s the trick—ensure your chosen topic is broad enough to consistently create new content and narrow enough to build a loyal following. For instance, “personal finance for millennials” is targeted enough to resonate, yet vast enough to avoid quickly running out of ideas.
Step 2: Set Up Your Substack Newsletter the Right Way
Setting up your newsletter on Substack correctly from the start makes life easier later. After creating your account, you’ll want to immediately pay attention to customization to stand out among hundreds of newsletters.
First, give your newsletter a clear and intriguing name—make it catchy but not confusing, so readers instantly grasp your main content theme. Next, fill in your “About” description clearly, explaining exactly what readers can expect; this helps with SEO and gives you credibility upfront.
Don’t underestimate the power of visual branding either. Customize your Substack homepage with a professional-looking header image or logo. Choose consistent fonts, colors, and styles—visual aesthetics encourage visitors to stay around longer and subscribe.
Check your subscriber management dashboard frequently. Substack provides insightful subscriber analytics, including free versus paid subscribers, open rates, average opens per email, and even total annualized revenue. Examining these regularly helps you fine-tune your content strategy as you grow.
Step 3: Write Posts That Your Audience Wants to Read
The big question is: what type of content actually works on Substack? Start by thinking from your subscribers’ perspective—why should someone stop scrolling through their inbox and actually read your content?
Make your writing easy-on-the-eye by keeping sentence structures simple and paragraphs short (just one or two sentences per paragraph works wonders on small screens). Sprinkle in stories or personal experiences occasionally as readers love relatable content that’s conversational, not robotic.
A perfect way to spark engagement? Ask intriguing questions in your newsletter posts, inspiring readers to interact by liking, commenting, or even responding directly through replies. For example, if you’re helping aspiring authors, you could finish a weekly post by asking readers about their toughest experience on their journey to become a children’s book author.
Lastly, don’t skip out on SEO. While Substack itself doesn’t have built-in SEO features of platforms like Medium, optimize your content anyway by working popular keywords naturally into your title, subtitle, and headers. Tools like Google’s Keyword Planner or simpler options like AnswerThePublic.com help identify suitable keyword phrases effectively.
Step 4: Decide on Free or Paid Newsletter Content
Wondering whether to keep your Substack newsletter free or switch to paid subscriptions?
Making this decision depends on your goals: building an audience quickly or earning income right away.
Offering free content helps attract more subscribers, allowing readers to become familiar with your style and subject matter without risk.
But once you build trust and consistently deliver value, adding paid subscription options can help you monetize your efforts by charging for premium or exclusive content.
On Substack, you can easily split content into free and paid posts, or use the paywall feature to tease valuable info before prompting readers to join as paying members.
Use Substack’s statistics dashboard to track engagement and see which articles resonate best, then reserve your highest-value or most popular topics for subscribers who pay to access them.
A smart way to balance both free and paid content is the “80/20 rule,” providing roughly 80% of your content free while reserving the top 20% (like exclusive tutorials, detailed guides, or interview series) for paid subscribers.
Step 5: Use Notes and Chat to Connect With Readers
If you’re looking to boost reader loyalty on Substack, don’t overlook the “Notes” feature.
It’s similar to social posts, where you can quickly share thoughts, updates, or ask simple questions directly to subscribers without preparing a full article.
Make your notes conversational and encourage interaction by asking readers for their thoughts, experience, or feedback on topics you’re covering—they’ll appreciate feeling their opinions matter.
And if you’re up for something more interactive, Substack offers “Chat,” where you can engage in live conversations with subscribers through the mobile app.
Chat is excellent for building genuine relationships and trust because it’s like texting directly with your biggest supporters—perfect for quick feedback or sharing casual insights.
Think of it like hosting an informal Q&A session or brainstorm group conversations about future content ideas such as creating compelling horror story plots with readers in real time.
Step 6: Publish Regularly and Stick to a Schedule
How often should you publish your Substack newsletter posts?
The short answer is: regularly enough to keep interest high, but not so frequently you overwhelm or bore readers.
A reliable posting schedule helps readers form a routine around your content—for example, Wednesday mornings might become their favorite time to catch your newsletter with coffee.
You don’t need to write full-length content daily; weekly or biweekly is usually ideal for newsletters that offer detailed insights or in-depth analyses.
If feasible, plan your content in advance so you’re never scrambling at the last minute.
Substack even lets you schedule newsletters, so you can write several pieces in advance and seamlessly publish later.
Consistency pays off, and Substack’s analytics will give you data on email open rates, views, and subscriber trends each time—allowing you to tweak future posts for best results.
Step 7: Share Your Newsletter to Grow Subscribers
Just writing great content isn’t enough to quickly build your Substack subscriber count—you’ve gotta let people know it exists!
When you hit publish, share your newsletters across your social media profiles like Twitter, LinkedIn, Facebook, or Instagram—wherever your audience hangs out.
On platforms like Twitter, tweet a compelling highlight, quote, or question from your latest newsletter to spark interest and drive followers back to Substack to subscribe.
Join online groups and forums in your niche—places like Reddit communities, Facebook Groups, or LinkedIn groups—and engage genuinely without being too promotional.
Another handy way to share your writing is by guest posting or contributing informative articles elsewhere—try mentioning your newsletter organically when relevant.
For example, if you’ve shared handy winter writing ideas previously, consider writing guest articles around unique winter writing prompts to attract related readers to your newsletter.
The more visibility and helpful interaction you offer online, the quicker subscribers will naturally flow toward your content.
Step 8: Build Relationships With Other Substack Writers
There’s strength in numbers—especially on Substack, where collaborating with other newsletter authors is a powerful way to grow your audience.
Start by reaching out to creators in similar or complementary niches, but avoid seeing them as competitors—think collaborators instead.
You can cross-promote content or interviews, mention each other’s newsletters, or even collaborate on unique pieces readers will find valuable, like shared Q&A sessions or joint discussions.
Comment actively or provide genuine feedback on their newsletters, and they’ll likely do the same for you—creating mutual audience exposure and subscriber growth.
Substack hosts a vibrant community of independent creators; showing active support (commenting, liking, subscribing) gets your newsletter noticed.
When your content gets promoted or linked by popular Substack writers, it opens doors to larger audiences—and even potential future collaboration.
Adopt these strategies consistently, and you’ll not only see your list of readers grow but also establish deeper connections with subscribers who enjoy and anticipate your newsletters.
FAQs
If you’re new on Substack, offering free content can attract subscribers quickly. Later, introduce paid options for exclusive posts or features once you’ve built trust and credibility with readers who value your content enough to pay.
Set a publishing schedule that aligns with your ability to consistently produce quality content. Weekly or bi-weekly newsletters generally perform well. The key is consistency to build and maintain an engaged reader base over time.
Collaborating with fellow authors on Substack allows you to tap into new audiences, exchange ideas, and gain visibility. Guest contributions, cross-promotions, or shared events can effectively increase subscribers and enhance your reach.
Share newsletter content regularly on social media platforms and relevant online communities. Asking readers to forward newsletters they enjoy, including newsletter links in your email signature, or publishing free previews are also effective growth strategies.
