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Right now I’m heading into my third year hosting my newsletter on the Substack platform. Before we get into this episode I would like to make a couple of important points. I’ve enjoyed building on Substack, but, just like with any third platform I side-eye it because I understand that the business model can and will change sooner or later. I approach a Substack as a helpful tool that I use to build out my newsletter. I make a point of evaluating my experience on the platform throughout the year. My second year, in particular, taught me a lot of unexpected lessons a few that I’m sharing with you today. If you’re thinking about building and growing a newsletter on Substack-listen to the following episode.
Disclaimer
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Creators Getting Paid
Helping Black, Brown and Allied Content Creators who’re creating spaces, services and communities that otherwise wouldn’t exist strategize how to earn money with their work. This is done through sharing case studies, conversations and tools developed by other creators who are earning money serving similar communities.
Start using the Creators Getting Paid resource today to build a better brand. Head to creatorsgettingpaid.com/newsletter to start learning from successful content creators how to better monetize your brand.
Mistake #1
Telling Your Audience You’re Building a Substack
If your audience isn’t familiar with Substack or the context that you’re sharing this detail, you’re absolutely confusing your audience with that detail. Lead with the name of your newsletter when you speaking with your audience members. Share that it’s on Substack when speaking with other creators looking to build and grow a newsletter.
Mistake #2
Lack of Traffic Diversity to Your Newsletter
I learned this the hard way last year. I didn’t publish as much content in other parts of my brand in 2024 so the majority of my subscribers came from the Substack eco-system. I love that I’ve connected with all these wonderful, new to me people. Why, then, am I concerned about relying too heavily on the Substack eco-system to grow my newsletter.
- What if something happens to the Substack platform? Right now TikTok might cease operations in 2 weeks. It’s going to be a stressful scramble for many of those creators to grow and build an audience and funnel to their newsletter overnight.
- Different platforms create different opportunities to build trust-Your audience may or might not be actively using the Substack platform as subscribers.
- Subscription fatigue-Specific to the Substack platform. From time to time I’ll look at where my new subscribers are coming from and I’m often shocked to see that some of these folks are subscribed as a reader to 10, 15 or even 100 newsletters. This tells me that it’s very unlikely that they’re actually READING those newsletters.
Mistake #3
Underestimating How Long it Takes Substack Subscribers to Warm Up
Imagine that you’ve built a significant list directly from Substack and NO ONE is buying anything from you. Yet, people buy stuff from you in other parts of your brand. What the heck is going on? It’s very likely that you’re completely new to these new community members/subscribers on your list. When you’re new you’re going to have to show up consistently in front of them…for awhile.
Mistake #4
Thinking that Monetization is Just About Paid Subscribers
Growing a list on Substack also comes with making the decision whether or not you should turn on the paid newsletter feature. If you decide to turn on the paid feature don’t lose sight of the most important thing: Paying subscribers aren’t the only way you can monetize your list. Re-read that. Don’t get sucked into only focusing on getting paid subscribers. It will take too long to make good money and you’ll get discouraged. Have a broader view of what monetization looks like when building your brand.
- Affiliate marketing
- Workshops/webinars
- Ebook sales
- Coaching
- Online Summits
- Masterminds
- Retainer services
- Speaking Gigs
- Consulting clients
If you’re only focused on getting paid subscribers you’re under-utilizing your list.
Mistake #5
Don’t Promise What You Can Not Do
Do not over promise or commit yourself to providing services, etc. to your audience that you won’t be able to show up for. This one is so hard because creators can get nervous about the concept of value around the offerings. Is what they’re designing valuable enough for their community members. Slow down what you’re doing so that you can show up 100% and respect your personal capacity.
There is a reason why I focus on Cadence vs. Calendar.
I do not promise that I will publish on a certain date at a certain time. Instead, I try to publish at least once a week (when I’m not on a publishing hiatus). Anything else is the icing on the cake.
Mistake #6
Forgetting to Audit Your Newsletter
Do you ever take time out of producing content and look at the numbers? Where are people subscribing from? What are they excited about? Which posts do they react strongly to? Which newsletters get the highest numbers of clicks? At least once a month, audit your work. Why double-down on something that isn’t working? If you don’t look at the data, that’s what’s going to happen.
Mistake #7
Not Marketing Your Newsletter (Enough)
This mistake is incredibly common. We’re so busy creating content that we forget to market our beautiful work. How will you get people to your message, products, goods, services if no one knows about it? Spend more time marketing.
Period.
Marketing could look like, and isn’t limited, to the following:
- Collaborations
- Opt-Ins that connect to your work
- Guest interviews on other people’s platforms
- Share products in your own content
- Podcast
- Video
- Written
- Newsletter
- Social media
Mistake #8
Being Judgmental About Other Creators on the Platform
Just today I saw a popular post going off about other people on the Substack platform and how they were choosing to market their work. Do I get tired of certain types of content on the platform? Yes. Do I choose to keep scrolling and mind my business-yes. Do I opt not to be disparaging, make a post about it and come across like my way is the only way? Yes. I’m I tired of these damn posts? Yes. Why focus on you and keep it moving. I’ve begun to take note of these creators because they are focused on all the wrong things and it’s obvious that I won’t be able to be community with them because they are already getting on my nerves.
Mistake #9
Confusing Their Goals on Substack
Most people that are on the Substack platform are low-key confused about what they want, what they really, really want on the platform. It’s my view that the vast majority of creators are on the platform for the following:
- Audience Growth
- Community
- Brand/Project/Awareness
It is very obvious to me that many people on the Substack platform do not want to make money with their work for the following reasons. They don’t want to be judged. They’re afraid of marketing or they feel like making money is contrary to the purity of being a creative.
Ok.
That’s ok for you, don’t force that on me.
Bonus Mistake
Offering Too Many Products
Last year I realized that I was offering too much and confusing my audience members. I was also undermarketing my products so things were coming at people too fast. My audience members were confused by what was going on.
How Did I Know This?
I was confused too LOL!
Your Next $1000 (Dollars)
Are you needing inspiration and community to earn your next $1,000 dollars? I’m launching a live challenge in August. You’ll be a part of my beta group. when it goes “live” in August. Why am I launching this challenge? Because sometimes we’re building momentum with our income and then we get stuck. Maybe we’re tired, or we need support in reimagining who we’re serving. That’s where this challenge comes in. Go to creatorsgettingpaid.com/challenge to get on the waitlist today.
