3 Things to Avoid When Starting on Substack

And something that annoys me

Hit reply to this letter with your writing questions for 2025. I’ll cover as much as I can.

I know a lot of you have been thinking about trying Substack out. That’s a great idea. I was an early Substack user and it’s been a breath-of-fresh-air place to write.

With all the new features—video, notes, chat—it’s only getting better.

But first I want to discuss a trend that annoys me.

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I don’t get annoyed easily—I’m a fairly “you do you” kind of person—but I hate seeing writers being misled.

I’ve been coming across several people lately who ‘write about writing’ while pushing their courses, products, paid newsletters. That’s fine. Obviously, I do that, too. This newsletter is called “Because You Write” after all.

It’s a certain type that annoy me. The ones who make big claims: “I’ve build a $50K writing business in 3 months!” Blah blah

And they insist you can too… but there’s a catch.

When you look at their body of work—it’s all the same.

They’ve never pitched an editor, published a book, written copy for clients.

All of their “writing” is a sales page.

They make bank from sales and marketing, not writing. They sell writers a promise—”Buy my product and you too can make thousands!”

Sure, they used words to do it. But will you be able to replicate their success?

Unlikely. At some point, the market becomes saturated with people selling "How to make money from writing”.

If you want to be an actual writer, there aren’t shortcuts. Making money as an actual writer is possible, but it’s challenging.

I’m sorry if that’s a downer to hear, but I don’t want to lie to you and tell you it’s easy.

I’m sure I’d make $ more if I did lie! But then I couldn’t face my rich self in the mirror.

If you’re into churning out AI copy to make a quick buck or writing the same marketing copy over and over, selling some fake promise—this isn’t the community for you.

I’m here for people who want to think on the page, write creatively, and find their own voice.

If that’s you, I’m so happy you’re here.

So, how do real writers engage on Substack and make money? Let’s take a look:

3 Things to Avoid On Substack

Going too broad

Many of the Substacks that top the charts are by famous people.

For the unfamous, the best Substacks are specific.

Not many people want to sign up to “Sally-Jo’s Substack” and have random flotsam and jetsam hit their inbox. Slosh a few splintered planks of poetry on shore, throw in a plastic bottle of prose, and you’ll lose readers quickly.

How can Sally-Jo succeed? She can find the topic that interests her. Her area of expertise. The hobby she obsesses over.

Think about what makes you unique.

“Growing Giant Vegetables” rather than “Gardening.”

“Obscure Musicals for Theatre Nerds” rather than “Theatre.”

“History of Space Travel” rather than “History.”

Some wonderful Substacks are broader but still focused and specific.

Curious Adventure is a great example of this. Katrina does deep dives into the latest scientific discoveries, like “Humans Can Learn Echolocation in Ten Weeks”.

The Grim Historian is another one. Human history, but told with Carlyn’s sharp wit and in depth research. Like “6 Corset Myths that Make Me Want to Smack Someone with a Rib.”

• And a tip from me—”Writing” isn’t a money making topic

Which brings us to:

Naming too creatively

You get a few seconds to convince someone to click on your newsletter. Don’t be like Sally-Jo. Even famous people need to be clear about the topic of their Substack.

Because You Write says exactly why you would sign up.

Here are other real Substacks with clear names:

• Story Club with George Sanders. (Analysing short stories)

• Film Daze (underrepresented voices in film)

• Draw Together with Wendy Mac (a drawing course)

• Gut Feelings with Professor Tim Spector (how food and mood interact)

• Kitchen Projects (recipes and the science behind yummy baked foods and treats)

Then again, the quirky Blackbird Spyplane — a popular Substack about style, travel and culture for “everyone who is cool”— laughs at everything I’ve just said.

If you can market it and bring the audience, then feel free to name outside the lines like a toddler with a box of crayons.

Not turning on paid subscriptions

Some of you have Substacks and haven’t turned on paid subscriptions. Maybe you feel a bit nervous about asking for money.

We all are. Money has a great way of making people sweat.

Go ahead and turn them on. It’s okay.

People will pay you (or not) if they want to. Some people will pay just to support you as a writer. The world seems nicer on those days.

You can offer things to your paid subscribers. Having a schedule, like one free newsletter a week and one paid one seems to work well.

You could offer paid subscribers:

• Exclusive chat

• Open comments to paid only

• Monthly Video content

• Longer and more in depth weekly content

• Access to archives

• The ability to pick your brain, get feedback, or ask questions

• Weekly art project ideas/prompts/science experiments

Look around at what others are offering and pick what you can stick to.

I initially offered feedback and a weekly in depth lesson in Creative Nonfiction to my paid subscribers. That worked well for 42 weeks but I found it hard to keep up with. My health fluctuates so, for me, weekly wasn’t sustainable.

Try something and change it if you find it’s not working for you. No amount of money is worth burning out for.

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Have you started a Substack? Post it in the comments.

I need your help:
I’m considering adding a feature for my paid subscribers. Something around accountability—like weekly check ins or prompts to help you keep writing. Does that sound useful? Let me know.