'Build a community, not a readership'

Sharing my Substack advice

Hello,

A lot of you will know that I constantly recommend Mslexia magazine for new or developing writers - it was my bible when I was setting out, and I still think it’s one of the best writers’ resources out there.

Recently, they asked if I’d write about my experience on Substack, and my piece has just appeared in their latest edition. Very kindly, they’ve allowed me to share an excerpt below. If you’d like to read more, the latest issue is on sale now.

The Substack mindset

It’s important to say that, as a published author with a reasonable media profile, I’ve had more opportunities for growth than someone who is just starting out. I’ve read many claims that Substack allows all writers the chance to build a good income, and honestly I doubt that  will ever be true. Like the rest of the literary life, it’s not completely meritocratic, and a combination of hard work, talent and luck is required. To grow your readership, you’ll need to promote your newsletter outside the Substack platform too.

However, I still think that Substack is one of the best platforms that emerging writers have ever had, and not just because of the chance to earn money, however small the sums are at first. Substack provides a stage on which you can truly shine, helps you to make fruitful links with other authors, and allows you to find your exact niche of readers. It’s not a magic bullet, but it’s certainly a wonderful opportunity.

If you’re planning to start your own Substack, here’s what I’ve learned so far:

• Watch and learn

To understand what’s possible on Substack, it’s vital to spend some time on there as a reader first. Seek out your favourite authors, and follow Substack’s suggestions to find new names too. Discover what you love, and what doesn’t work for you. If you can afford to, take out a paid subscription to understand how it works. At the moment, Substack skews towards non-fiction writing, but fiction, poetry and drama are definitely there too. 

• Choose a distinctive and specific topic

As much as you can, avoid writing a ‘general’ letter with bits of news and some thoughts on your progress. Instead, make a focused offer to your readers, choosing a topic that you can stick to over hundreds of posts. For example, if you’re a historical novelist, consider sharing details from your research, or sharing the real-life figures on whom you based your characters. Give people a clear reason to subscribe.

• Find your own balance of free and paid posts

Most writers start off with all their posts being free, and some keep it that way - that’s completely fine. But stay open to the idea of a paid offer, and consider what kind of content you might provide. Substack estimates that between five and ten per cent of your subscribers will upgrade to paid (my rate is about seven per cent), and so it’s worth building up your free subscribers before you make the leap. When you do, you don’t have to put everything behind a paywall. It might be that a particular kind of post is reserved for your subscribers, at a certain time each week.

• Decide on a posting rhythm

Consider what you want to post, how often, and at what time. You might need to experiment at first to see whether your audience prefers certain times and days. I post a free newsletter on a Friday and a paid one on a Sunday, and I’ve discovered that scheduling at 4am is a sweet spot for my readers, capturing the attention of American night owls and British early birds. Conversely, posting on weekdays seems to mean that far fewer people will read my newsletter at all. But don’t forget to consider what works for you, too: this has to feel sustainable. 

• Don’t over-offer

A lot of writers assume that they have to churn out an enormous amount of content in order to justify charging for subscriptions. But the opposite is often true: too many emails can feel overwhelming, leading readers to ignore your posts, and ultimately to unsubscribe. One of my favourite Substackers, Will Dowd, posts one newsletter a month, and I really look forward to it. Choosing quality over quantity is your best bet. 

• Build a community, not a readership

Find ways to get to know your subscribers, and to invite their contribution in the comments. This will not only build a loyal, engaged and active community around your work; it will vastly enhance your enjoyment too. But be careful to set clear boundaries and expectations around your own time and treatment. You do not have to be perpetually available to justify your income. 

• Put your best work out there

This is a place to truly dazzle, to lay out your stall and to wow your readers. Don’t hold back. The Substacks that thrive are the ones with writers who are fully committed to this medium, and who are not saving their best work for future publishing deals. For some - and that includes me - my Substack posts have a slightly different tone to my books, but both are the best I can produce.

• Unsubscribes are normal

Readers come and readers go. Most readers stay. It’s vital to understand this if you want to avoid being tormented by the very normal ebb and flow of subscribers. Sure, if you suddenly lose a huge number of subscribers, it’s worth taking stock, but that’s very rare. In general, I find it useful to think about the many times I’ve unsubscribed from various newsletters, and why I’ve done it. It’s rarely because the author has done anything wrong. It’s usually just because my inbox is getting too full. Try to let it go.

Take care,

Katherine

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✷ My next UK live appearances:

Monday 15th July: Margate Book Shop with Dan Richards for his Climbing Days tour (no booking link yet but put it in your diary!).

✷ This month’s True Stories Book Club takes place on 25th June at 6pm UK, and it’s a bit unusual: a novel! I realise that’s a strange choice for a non-fiction book club, but I couldn’t resist making an exception for this one. Tom Newlands’ debut, Only Here, Only Now is a brilliantly-voiced coming-of-age story, told by a neurodivergent teenage girl in 1990s Scotland. I think you’re going to love it; I certainly did. Pre-order here. There’s a reading guide here.

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If you think a friend or loved one would enjoy The Clearing by Katherine May, gift subscriptions are available here | Website | Buy: Enchantment UK /US | Buy: Wintering UK / US | Buy: The Electricity of Every Living Thing UK / US 

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