How to Make Substack Work For You

Advice From Someone Who Doesn’t Get Paid to Monetize Your Work

Every six months, there is a public discussion on Substack about monetization, community, diversity, and inclusion.

Recently, the Substack community had an important conversation about the channel's lack of uplifting BIPOC and emerging voices. Substack has continued to launch more features and articles about monetizing the channel.

Both are important discussions. Here are a few more ingredients to add to the stew.

1) Be clear about why you want to use Substack. Some people view Substack as a substantial revenue source. If that’s you, use the steady stream of new features, including the new video channel, to augment your audience.

2) Grow your audience in your own way. Converting free subscribers to paid ones requires a lot of effort and tactics that I find off-putting. For example, I don’t like using paywalls for chats and conversations. I’ve only done so when I want to engage with a curated audience who wants a respectful, provocative, and inclusive conversation.

3) Understand the ways your subscribers want to engage with you. Experiment with the tools Substack launches and examine the metrics quarterly. Your subscriber numbers may increase when you read your stories or create a podcast. In addition, some people may comment on your notes but go silent in the chat function.

4) Recognize that Substack is a platform that helps you raise brand awareness. Don’t substitute Substack for your website or email list. Ensure all your posts, podcasts, videos, and other content are saved and backed up just in case the worst happens.

5) Stay in your own lane. It’s demoralizing to see a photo of a cow getting 500 likes while a poignant quote from one of your recent essays gets five likes, two of which are from your ride-or-die readers. You have something to offer that no one does. Remember to be you. Everyone else is taken.

6)Create a consistent content schedule that works for you. Some creatives produce content daily or weekly at the same time on the same day each week. God, I admire their discipline. I only write when I have something to say. Even my sporadic nature has its cadence. Honor what works for you.

7)  Have fun and explore. There are hundreds, if not thousands, of writers and creators on Substack. While it’s tempting to check out the big names and feel a parasocial connection with them, read writers whose work you would have never encountered otherwise. It helps you and them.

8) Don’t subscribe or follow everyone who follows or subscribes to you. I made this rookie mistake. Then, my inbox was filled with more newsletters than I had time to read. I felt bad because the writer took so much time and care to write the essay or create the podcast, and I never read it.

9) Recommend other writers and creators. I don’t do this nearly enough. (See #8) Two-thirds of my new subscribers come from other creators who recommend me. Return the favor. Turn your subscribers on to new voices.

10) Own your work. Substack and other digital platforms exist because you create content. Substack boosts your brand/author awareness. Unlike other digital platforms, Substack includes calls to action. However, it’s your job to convert followers to free subscribers and free subscribers to paid ones if that’s your ultimate goal.

Later this year, my approach to Substack will change because I’m too old to compete in an attention-seeking culture. I'll discuss that in the next post. But for now, I hope this helps.