How I got my Substack growing again using Notes

After it after it plateaued (and then started dropping).

When I first launched on Substack, I shared my writing for free.

I had already grown a mailing list of around 3000 on another platform, through selling online business courses, and I brought that list over to Substack.

Now, I would have my list hosted for free and I’d continue to share business ideas, self-development exercises and my personal career journey.

But then someone ‘pledged’ to pay a monthly subscription for my emails, if I added a paywall.

It surprised me: people would actually pay for these emails I love writing so much?

I was used to ‘content marketing’ being free and then inviting people to join my online courses or to sign up for coaching.

Soon, I was adding a paywall into most of my emails and I was amazed that within the first month, 50 people were paying for my writing each month.

Within six months, 150 people were paying.

And within a year, over 400 people had become paid subscribers.

It felt like the most heavenly way to earn a living: writing, online, as I have done for so many years but being paid directly by my readers.

I was used to having a product to sell (like a course), or being commissioned to write for newspapers (like the Guardian, Telegraph etc) or magazines (Red, Grazia).

Every year or two, I was commissioned to write a book, by a publisher.

The Freelance Mum and Shy were commissioned by 4th Estate, Raise your SQ was commissioned by Radar.

But relying on being commissioned meant I had little control over the pace I was working at (always slower than I’d like) and when I was paid (also too slow).

So I was thrilled that my Substack was going so well.

But then it started to plateau.

I know this happens in business, so I didn’t panic.

However, when it started to go down, and I was earning less each month rather than more, I did panic.

I wondered what I was doing wrong.

After many conversations around the breakfast table, I decided to change pretty much nothing.

To just continue sharing business articles, personal essays and self-development exercises.

But one thing I did start doing is try out the Notes feature on Substack (it’s a bit like a ‘Twitter’ feed, where you can share thoughts and ideas).

Like many Substack writers, I’d been wary of getting addicted to yet-another social media platform and that’s very much what ‘Notes’ feels like.

However, I was drawn to what others were sharing there - positive thoughts, ideas for growth, ‘permission’ to do things your way - and I wanted to add to this.

As I started sharing my own thoughts on business (and occasionally life), I noticed that people were showing interest.

I shared my advice on doing Substack your way and it got some interest.

On why you don’t need to include video and audio in your Substack articles if you don’t want to.

And then, on what I did when I started losing paid subscribers.

It became clear to me that people are hungry to learn more about Substack - and business in general. And people were reading my ‘notes’ and then subscribing.

I said I didn’t really change anything in terms of my writing but that’s not completely accurate.

I decided that each week, rather than sometimes doing two personal essays and other weeks, doing a business piece, I’d become more consistent.

So each week, my readers get:

• A self-development piece (a coaching exercise, a mindset shift, a guided meditation).

• A business article (tips for Substack, making more money, stories about entrepreneurs, online business advice).

• A personal essay (on freelancing, feminist issues, being a writer, friendship, motherhood, creativity and my mistakes).

Often, I was already doing this but I realised that firming up what I’m offering will mean the right people will be drawn to my Substack.

I like that other people post when they fancy and flit between personal essays and teaching, but I want a clearer rhythm.

And it seems my readers do too, because I’m now very much back on the up.

The grey downward arrow has turned green and it pointing upwards.

And I’m delighted.

What the ‘Notes’ section taught me is that a big part of my niche is teaching business.

My first book was a guide to going freelance after kids, so it makes sense that this is what a lot of my community are interested in.

But I have also run several successful businesses and I love sharing everything I know about what works and what doesn’t.

Today, I have brazenly shifted the ‘categories’ of my Substack from - you can choose which categories you sit in under ‘settings’ - to:

1. Philosophy (where I’ve been sitting in the global ‘top 20’ for some months).

2. Business.

To:

1. Business. That’s a better focus for me and my work.

2. Philosophy. Because I still like the idea of being a female philosopher.

Now, I want to rise up the business leaderboard and to be sat in the top 10, which is - of course - currently dominated by men.

Want to help me (and all women) rise in business?

And also, have access to all my business tips and tricks?

(As well as self-development exercises and my thoughts on being a working mum, feminism, when friends earn more or less than you and more.)

Annie x

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