When I thought about discussing whether or not you should start a newsletter on Substack I planned on asking a slightly broader question. That question was: should you start a newsletter? As someone who has a publication on what is considered a newsletter platform-I have a lot of thoughts about the topic. In fact, I have so many thoughts about Substack that I’ve decided to publish a pretty extensive series of content about the platform and my experience with it. I also plan on publishing that content on my Creators Getting Paid website. I just feel like I can be a lot more candid about the platform when I’m off the platform. That said, if you’re thinking about staring a newsletter specifically on Substack please read the post (or listen) to the podcast episode.
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What is A Newsletter
Personally, I think of a newsletter as a branded communication. Previously, a newsletter could a written communication published once or twice a month. Or, a digital communication published as often or as infrequently as the organization or individual felt like they should.
Newsletters are often designed with a few things in mind:
- Communicating with likeminded individuals or community members
- Keeping those like minded individuals in the loop with what you/your organization or community is working on “What’s happening now or What’s happening next”
- As a way to solicit funds or sales
- A way to share creative works
Newsletters have changed in recent years with the introduction of digital tools. Here are some examples in how technology has changed newsletters:
- They can be designed as a lead magnet
- Newsletters can be a list building tool for a creator or organization
- The newsletter can be the actual product vs. sharing other people’s products
- A community space
- Your newsletter could be curated as a portfolio piece
There are a number of use cases for your future newsletter. It’s up to you in how you decide to design it.
What is Substack
What does Substack have to do with newsletters? It’s one of a crop of SAAS products designed and branded as newsletter tools. Other platforms that are branded in a similar way are: Ghost, ConvertKit and Beehiiv. They all have their benefits and downsides. I will say that I’ve used ConvertKit for email list building and currently have multiple Substack newsletters. I thought I would start with the not so ideal things about Substack and finish with the good things about the platform.
Substack Negatives
I’ve used Substack for two years now and there are a few negatives that I’ve noticed during that time.
- The (initial) platforming of Nazis-Nope, I’m not making this up. As you would expect, all types of people create newsletters. Yep, including those folks. Substack initially decided to not deplatform them-a highly problematic decision. Then after the not so surprising backlash from other creators on the platform it was reported that several of these newsletters were removed. If you’re on Twitter, Facebook, Instagram or TikTok and have seen the anti-Black, etc. behavior and didn’t defend the creator receiving it…you don’t have a leg to stand on.
- Confusion about the tool-I feel like many folks think that since Substack is branded as a newsletter platform that’s the only way to use Substack. There are a number of different use cases for the tool.
- Lack of Imagination Around Monetization Amongst the Users-Many newsletter platforms introduce monetization via subscriptions. That’s great. But, if you’re focused on growing subscriptions and haven’t considered all of the other ways you can make money with your newsletter you’ll be leaving A LOT and I mean A LOT of money on the table. You shouldn’t be focusing JUST on paid subscriptions (even though they’re awesome)
- Siloed Community-It’s my view that you should aggressively focus on diversifying where you’re subscribers are coming from. I love that within the Substack eco-system that the discoverability is so good. I would just caution you to avoid having your eggs all in one basket. That said-the Substack community is growing and expanding outside of just being a space for writers and I say that as a writer.
Substack Meh
There are a few changes to the platform that I feel a little “meh” about. They aren’t game changers, just some things to be aware of.
- Social mediaesque experiences-For the past 5 years I’ve been dealing with a serious case of social media fatigue. In fact, part of why I was so excited to work on a newsletter was to build my list and stop being so dependent on social media platforms. While I do enjoy using the Notes and Chat features on the platform-I am side-eyeing it.
- Writer gatekeeping-Substack started as a space to house creatives-a very specific set of creatives. Writers. As time has passed, the community has grown and attracted people who are excited about what Substack as a tool can do for their brand vs. being writers looking for a space to create in. That’s caused some friction and I think that’s part of growth and change.
- Sometimes I’m confused by a feature-Specifically, I’m confused by the Chat feature and the different use cases. I just need some quiet time to figure it out.
- The Cost-If you’re solely focused on monetizing via subscriptions-Substack is will become too expensive a platform as time goes on. If you’re monetizing in several ways-that cost is balanced out.
Substack Positives
Ok, I started with a lot of heavy stuff. Let’s get to the good stuff!
- Platform design-I love how easy it is for users to design a beautiful newsletter and create a beautiful space on the internet.
- No barrier to entry-Anyone can start their newsletter for free and get started.
- Solidify your expertise-A Substack publication enables creatives to design, share and shout out a scope of work, interest or expertise that may be difficult to do on other platforms. You can host a workshop, write posts, record podcast episodes, etc.
- Discoverability within the platform-Before I started on Substack I was heavily positioned in the personal finance space. That meant that it felt like only people in the personal finance space knew who I was and what I was working on. As I pivoted my brand I really wanted to be discovered by people who needed the tools and resources I was designing but weren’t in the personal finance space. It has been so much fun connecting with and finding so many new to me folks creating in different spaces that I can support and get to know.
- Discoverability OFF the platform-There seems to be a serious lack of resources around the Substack experience (as well as the other platforms) I’ve noticed on Google that organic search leads to people’s SEO optimized Substack pages. I had no idea that this was happening. It’s a huge opportunity even though Google SEO has been problematic for awhile. People off the Substack platform may discover your content through organic search. This is why I backlink (connect) content between my newsletter and my Creators Getting Paid website
- Collaborate with Other Creators-I love seeing how folks on the platform are working together to create cool experiences, tools, spaces and resources for the people that they would like to serve.
- Opportunity to Monetize-If you think creatively, you can monetize in a number of different ways in addition to the subscription model
- Professional creative autonomy-Design the thing you want to design.
Should You Start a Newsletter on Substack
Absolutely! It’s a great platform to start a creative project on. You can design your Substack as a tool, resource, portfolio piece, community space or a mix of those concepts.
Some Final Advice:
- Enjoy the platform but always remember to protect your work. Whenever working on a third party platform such as Substack/Ghost/Beehiiv, social media, etc. You can’t fall in love with the platform. Always have a Plan B just in case something goes wrong.
- Don’t assume that people know what Substack is. Direct people to your RESOURCE vs. to your Substack.
- Don’t name your Substack in some weirdly cute way that makes it difficult to remember.
- Have fun with the process
- Give it at least a year-it took me a year to see if what I was working on was resonating with the people I was trying to serve. It also took me that long to refine the design of the concept.
- Connect with your subscribers-Add opportunities to speak with them via:
- Workshops
- Surveys
- Question & Answer sessions
- At conference that you’re attending, etc.
