Category: SubstackCategory: Substack

Today I did an hour long “Office Hour”, and we got into doing Substack Lives, how to show up for the people who already read your work, why lives aren’t an audience-growth hack, building community, running Zoom calls, starting tiny email circles, ditching Instagram/TikTok, and creating offerings for your audience.

I warned that we shouldn’t think of Substack Lives as an audience builder, but rather a way to let your existing audience get closer to you.

“Use Substack Live to show up for the people who already know you — not to chase new subscribers. Don’t treat it like some growth hack or algorithm play. Think of it as getting closer to the folks who are already here, the ones who actually read your work. Show them your vibe, how you talk, how you think. That’s where the trust comes from — not trying to perform for a crowd that isn’t even watching.”

When setting up a Substack Live, you’ve given the option to send an email to your subscribers to let them know. Someone asked if I do that or not.

“Send the email. If people get pissy about it, bye. Hit the road. I’m doing things, and I’m going to tell people about them. You’re either along for the ride or you’re not.”

On building offers when you don’t really know what your audience wants:

“Stop overthinking your offers. Don’t send a giant survey asking people what they want — most won’t fill it out anyway. Just say, ‘Hey, I’m doing this. Come along if you want.’ If no one shows up, cool. You didn’t waste time building a whole thing no one needed. Show up, do the work, and let people join or not.”

Did a surprise Substack Live today on a whim. Just me, a webcam, and my cat (Blue) losing his mind in the background. OBS melted down half the time (I have no idea what I’m doing), but here’s some threads worth pulling out:

Serving the people who already showed up

I keep saying this because it never stops being true: Notes is just social media. Chasing the feed means a few winners and everyone else shouting into the void. The only sane move is making your best work for the folks who already subscribed, not every stranger on the internet.

Why I nuked every platform except substack

Twitter, Facebook, Instagram, LinkedIn — all deleted. The only “social” thing I use now is Substack Notes, and even then it’s more of an on-ramp to my newsletter.

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In a recent Email Guidance session, someone told me about spending too much time on social media promoting their podcast.

Promoting our work on social media leads to likes and replying to comments and responding to DMs.

Thus, our marketing efforts on social media lead to more work on social media; we keep feeding the machine, and the machine gives you more busy work.

Eventually our work suffers because we’re also cos-playing as a social media manager.

Instagram and Facebook love all the time that we devote to promoting our work, all while we’re spending less time doing the work. We’re on their platforms engaging and interacting in the hopes of getting more likes, views, impressions. Pull the lever, win a prize!

But the prize we’re looking for rarely comes. We’re hoping for the click, which could lead to the subscribe. We engage, we like, we spend another 20 minutes interacting, hoping for the elusive click.

Let’s stop hoping and realize the truth: RSS exists.

Podcast players pull in new episodes via an RSS feed, and “feed readers” like NetNewsWire (my favorite) let us subscribe to blogs (even Substack newsletters and YouTube videos).

So when we publish a new piece, people get it without interference from algorithms, spam folders, or promotions tabs.

And if we devote time to making great work instead of feeding social media platforms, it would seem that our work could grow by delivering it directly to the people who care.

More on RSS:
“In defense of RSS” by Seth Godin

“The ancient technology of the RSS feed” by TK (YouTube short)

I get this question a lot. The short answer: it depends, but probably yes.

(This text taken from my recent Substack Live, then cleaned and edited for readability.)

You wouldn’t buy concert tickets for a band you’ve never heard. You don’t buy a car without a test drive. So why would someone subscribe to your newsletter if they can’t see what it looks like first? Substack makes that possible. Every newsletter is live on the open web, easy to read before committing. It’s like a magazine stand for your work.

Another big factor is friction. On Substack, if someone already subscribes to other newsletters, their info is already filled in. That means all they have to do is click once to subscribe to yours. It seems small, but every bit of reduced friction matters.

Another advantage is shareability. Every post you publish on Substack has its own URL. That link can travel anywhere—text messages, group chats, Discords, blogs, other newsletters. When someone shares your work, it doesn’t just stop like it does with a closed system like Mailchimp. It keeps moving. Each post becomes its own landing page with a simple subscribe button right there.

Yes, that are limits, of course. If you need automations o tagging, Substack probably ain’t the right fit. But if your goal is to publish consistently, be seen, and make it easy for readers to subscribe, moving your list to Substack is a solid move.

I got this question from Leslie recently:

I recently started on Substack after being inspired by Mad Records’ experiment of releasing music outside Spotify. I have a small following and want to build a community I can keep, even if I eventually move platforms. Connection is important to me, but I’m unsure how to offer value or grow my audience. As I explore Substack through tutorials, I’m seeing a lot of concern about the platform shifting towards social media-style features (ads, algorithms, etc.) that may not be ideal for creatives. I’m feeling discouraged. Do you think Substack is still worth the effort for building a community?

First off, as an artist, you are not offering value or growing an audience, you’re making magic and pulling people into your creative orbit.

Second, yes, Substack is veering into social media territory for sure. But right now it’s an effective tool for letting curious visitors sign up for your email list.

So, all that said, time spent on Substack doing anything to attract any amount of readers is time well spent. Finding fans is one thing, but being able to reach those fans is another. If Substack allows you to build an email list of 10 people, well, you get the email those 10 people for the next several years. Every bit of effort here is worth it because of the foundation you build with an email list.