How to Build a Reputation on Substack (Without Trying to Game the System)
Anyone can start a newsletter, so what sets you apart? It's not just your content or consistency.
There are creators who get attention, and there are creators who get trusted.
If you want to build a sustainable, aligned, creatively fulfilling business on Substack, you need to focus on the latter.
Because the truth is:
People don’t pay for content. They pay for confidence.
They subscribe to you because they believe in your lens, your consistency, your take.
This is what we call reputation, and it's worth more than any growth hack or follower count.
But what does reputation actually mean in this context?
It’s not the same as brand.
It’s not about polish or popularity.
It’s about what people think and feel when they see your name in their inbox.
It’s about how confidently they can answer the question:
“Is this someone I trust enough to pay attention to and maybe even pay money to?”
On Substack, your reputation is your business model.
Let’s talk about how to build it.
The Long Game of Credibility
Tim Ferriss refers to reputation as a "scarce resource, which is very easily destroyed." In the context of Substack, this means that while it's easy to start a newsletter, sustaining and growing it requires a steadfast commitment to building and maintaining credibility.
Think of your reputation as a bank account. Every valuable post, every honest interaction, and every timely response is a deposit. Conversely, missed deadlines, misleading titles, or subpar content are withdrawals. Your goal? Keep the balance positive and growing.
Why Readers Pay for Reputation
Readers aren't just paying for content; they're investing in you. They seek voices they can trust, insights they can't find elsewhere, and a consistent experience that adds value to their lives.
Just as consumers prefer branded products over generic ones for perceived quality and trustworthiness, subscribers gravitate towards newsletters with a solid reputation. It's not about being the cheapest or the most prolific; it's about being the most trusted.
