5 Mistakes in Your Substack Strategy

And how to avoid them.

Photo by Serge Kutuzov on Unsplash

Substack is constantly evolving. I’m not just talking about new features, but its users.

More and more people are joining, creating great publications, and big names are signing up, often gaining hundreds of paying subscribers instantly.

What does this mean for the rest of us?

• Fewer people are reading Substack via email, and it’s starting to lose its traditional newsletter feel.

• There’s more competition for paid subscriptions, as there’s only a limited number of publications people are willing to pay for.

• We need to create more quality content (both posts and notes) to hold onto readers' attention.

But don’t worry—like anything else, it’s possible to do this in a sustainable way!

I’m here to help you take a more mindful approach, so I’ve gathered the top 5 mistakes I often see in Substack strategies.

1. Writing Like It’s Just for You And Skipping the Strategy

Writing on Substack can feel super personal, which is a big part of why it’s so fun! But if you want to grow your readership or gain paying subscribers (or new clients), it helps to shift your mindset a bit. Writing just about what interests you—without thinking about what readers need—can make it hard to keep them engaged.

How to Avoid It: Try to see your Substack as a mix of your personality and your readers' interests. Your unique voice matters, but ask yourself, “What am I giving my readers here?” Find your superpower. Take some time to define your goals and audience. A balance between your personal insights and reader-focused value will make your newsletter feel both genuine and worth subscribing to.

2. Skipping Consistency in Posting

The Mistake: Posting sporadically, like three times in one week and then disappearing for a month, can leave your audience confused or even lead them to unsubscribe.

Readers love reliability. Inconsistent posting can make you seem unreliable, and potential subscribers may hesitate if they’re unsure of the commitment.

How to Avoid It: Create a realistic posting schedule that you can stick to, whether it’s once or twice a week. Focus on quality and not quantity. Substack is about deep and long-form content. Use Substack’s own scheduling feature to maintain this cadence and keep readers anticipating your next post.

3. Forgetting to Engage with Your Readers

The Mistake: A lot of Substack writers think that just putting out great content is enough to keep readers hooked, but they miss the important part of engaging with their audience.

When you engage with your readers, you build a loyal community that helps your newsletter grow. When readers feel noticed and appreciated, they’re more likely to stick around and even share your work with others.

How to Avoid It: Invite your readers to reply to your emails and leave comments. Make sure to take the time to respond to their thoughts! Try wrapping up each newsletter with a question or a call to action to encourage them to share their ideas. By connecting with your audience, you make them feel more involved and invested in what you’re creating.

4. Overlooking Analytics and Reader Feedback

The Mistake: Skipping over the insights and feedback you get can mean missing out on chances to grow and improve your newsletter.

If you don’t look at your performance metrics—like open rates, click-throughs, and popular posts—it’s tough to figure out what your readers really love and what might need some tweaking.

How to Avoid It: Make it a habit to check your Substack analytics regularly to see what content is hitting home. Also, don’t hesitate to ask your readers what they enjoy or want more of! Use their feedback to fine-tune your strategy and create content that truly resonates with them. It’s all about listening actively.

5. Forgetting About Visual Appeal

The Mistake: A lot of Substack writers focus on their words and forget about the visuals, treating their newsletters like a plain text document instead of a vibrant reading experience.

If your newsletter looks messy or boring, readers might lose interest fast. A fun, visually appealing layout can help grab attention and make your message shine!

How to Avoid It: Take a little time to spruce up the design of your newsletter. Use headings, bullet points, and images to break up the text and make it easier to read. Play around with a consistent color scheme and fonts that match your style. Create a logo (or hire someone who creates it for you) and use it with the mindset that your Substack is your brand.

Next Steps: Your Substack Success Checklist

Now that you’ve explored some common mistakes and how to avoid them, here’s a handy checklist to help you implement these strategies and elevate your Substack game:

1. Engage with Your Readers:

   • Encourage replies and comments on your newsletters.

   • Respond thoughtfully to reader feedback.

   • End each newsletter with a question or call to action.

2. Balance Personal and Reader-Focused Content:

   • Reflect on what value you’re providing to your readers.

   • Use polls or surveys to gather reader preferences.

3. Leverage Analytics:

   • Check your analytics regularly to identify popular content.

   • Ask readers what they enjoy and want more of.

   • Adjust your content strategy based on performance metrics and feedback.

4. Create a Content Strategy:

   • Define your goals and target audience.

   • Plan a content calendar to maintain consistency and variety.

   • Outline key topics you want to cover to keep your focus sharp.

5. Enhance Visual Appeal:

   • Use headings, bullet points, and images to break up text.

   • Choose a consistent color scheme and fonts that reflect your brand.

   • Experiment with different layouts to see what engages your audience best.

6. Stay Committed:

   • Set a regular publishing schedule to keep your readers coming back.

   • Continually assess and refine your strategies based on what resonates with your audience.

By following this checklist, you’ll be well on your way to creating a more engaging, focused, and visually appealing Substack that attracts and retains subscribers. Happy writing!