We invited Nishant Jain, author of The SneakyArt Post—a publication sharing posts and podcasts from his sketches and observations of how we live in cities—to discuss his insights on how he honed his pitch, stays true to his principles while focusing on growth, and quit a career in science to pursue his creative dream.
Nishant has been an inspiration for my whole time on substack. He's showing the way to produce what feels right, and find an audience while doing it. Plus, I love his sneaky art. Thx for the up-close view of how he does it.
Firstly, as a former artist, I love these drawings, and I definitely agree with your philosophy on sharing the beautiful things we come across!
For my question: I would love to hear about what advice you'd have for a fairly niche substack author, as I'm currently writing one covering primarily French politics for an international audience, with touches on wider European and global politics.
Do you actively advertise your substack and do you have a particular focus when you do? Or do you focus primarily on achieving natural growth?
My quick advice would be to break your intended audience into the core audience (that cares about the specific subject) and the ancillary audience (people who will become curious). Consider where they would be found and approach them separately.
Thank you for the sincere, authentic advice, it felt accessible and relatable.
Two questions:
1) What is the value you offer to your paid subscribers if it’s not your best content? I’m very early in the Substack journey and had been thinking the same: to keep my best, juiciest content for paid subscribers. But if they don’t care (and presumably you’re now sharing that premium content with all your subscribers?) then what do you offer them and how do you articulate that?
2) I haven’t quite pinned down my niche and don’t think I want to yet - but I need to put something in ‘about me’/what this publication is about. Any advice on how to not pigeonhole myself too early but still help readers understand what I’m about? Thanks and good luck with your creative ventures.
(1) My best content goes to all readers. Paid subscribers are aware that their support allows me to give my work the time and energy it needs. I make it clear that they make my best work possible, not that it is exclusively for them.
To see how I articulate that, check out some of my paywalled but largely free posts over the last couple of months!
(2) Enjoy the days of anonymity. Play all the characters you might want. Don't rush into a niche. Readers don't care as much as you think about your niche.
Nice one - thank you for the insights. When you refer to the '1000 true fan model' I wonder if you've read 'Write. Publish. Repeat' - sure it's mainly about writing, but it's publishing all the same and I think if you don't know it you'd benefit. I'm working on the same principle, and with ten years stand-up comedy behind me and a YouTube channel I think it's working out. Substack is without doubt a good place to consolidate these 'fans'. I'll check out your '1000 true fans' link now. Thanks again,
"Write. Publish. Repeat" is brilliant, as are its sequels. I've loved Johnny, Sean & Dave's scrappy take on creating serialised indy epics for a while now, but I hadn't realised how adaptable their lessons are into something built at Substack. Excellent connection you made there, Chris!
And Nishant: you are doing all the right things in all the right ways, and I love that you're passing along the contents of your enormous brain to legions of new fans here. Cheers for your work. (And cheers for the kind shout-out at the end!)
Loved this post & how to develop a structure as well as the sprinkling of art!
Writing a book on curing rather than calming of Imposter Syndrome - seems a sprinkling of that really gets everywhere too! Anyone reading please shout to contribute ideas or questions
I really like the idea of having people pay to support you, rather than having a paywall. I shun newspapers who have paywalls, because with a little effort I can find the information I want and they have paid advertisers. Just my opinion of course. I support people with donations, I have people I pay just because I want to support, but not because I have to.
🙏🏼 Pseudonymity is great! But there is no inherent difference from the outsider's perspective if you use your name or another. It may be something to be careful about if your pseudonym defines what you do.
Thank you Nishant Jian and substack for this insight. I will definitely subscribe to Nishant newsletter. I love his arts. . . And the creativity he put into it.
I found your interview with Substack interesting. How did you build a following? Were most of your early subscribers friends and family? If so, how did you branch beyond them and other people in your network? Did people find you on Substack and subscribe that way? I look forward to your reply. Thanks.
Hi Bryan. Since I am an artist, IG is a primary platform. I had been writing and drawing for 12 years before I had a Substack, but no email list, so in a manner of speaking I did have to begin with friends and family at the start.
Reddit has also been huge for me.
But the real answer to your "how" is that I kept writing and drawing.
Nishant has been an inspiration for my whole time on substack. He's showing the way to produce what feels right, and find an audience while doing it. Plus, I love his sneaky art. Thx for the up-close view of how he does it.
Thank you Peter! 🙏🏼
This comment was the most popular thing I’ve ever done!
Well-played!
Well done!
Firstly, as a former artist, I love these drawings, and I definitely agree with your philosophy on sharing the beautiful things we come across!
For my question: I would love to hear about what advice you'd have for a fairly niche substack author, as I'm currently writing one covering primarily French politics for an international audience, with touches on wider European and global politics.
Do you actively advertise your substack and do you have a particular focus when you do? Or do you focus primarily on achieving natural growth?
My quick advice would be to break your intended audience into the core audience (that cares about the specific subject) and the ancillary audience (people who will become curious). Consider where they would be found and approach them separately.
Thank you!
Congratulations on your feature! 🥳
It’s a well deserved highlight to a consistent Substack.
Thank you so much, Chevanne! You've been a reader for a while, so I appreciate your thoughts on this. :)
Thank you for the sincere, authentic advice, it felt accessible and relatable.
Two questions:
1) What is the value you offer to your paid subscribers if it’s not your best content? I’m very early in the Substack journey and had been thinking the same: to keep my best, juiciest content for paid subscribers. But if they don’t care (and presumably you’re now sharing that premium content with all your subscribers?) then what do you offer them and how do you articulate that?
2) I haven’t quite pinned down my niche and don’t think I want to yet - but I need to put something in ‘about me’/what this publication is about. Any advice on how to not pigeonhole myself too early but still help readers understand what I’m about? Thanks and good luck with your creative ventures.
Hello Nazish.
(1) My best content goes to all readers. Paid subscribers are aware that their support allows me to give my work the time and energy it needs. I make it clear that they make my best work possible, not that it is exclusively for them.
To see how I articulate that, check out some of my paywalled but largely free posts over the last couple of months!
(2) Enjoy the days of anonymity. Play all the characters you might want. Don't rush into a niche. Readers don't care as much as you think about your niche.
Thank you for the prompt and thoughtful reply :)
🙏🏼
Nice one - thank you for the insights. When you refer to the '1000 true fan model' I wonder if you've read 'Write. Publish. Repeat' - sure it's mainly about writing, but it's publishing all the same and I think if you don't know it you'd benefit. I'm working on the same principle, and with ten years stand-up comedy behind me and a YouTube channel I think it's working out. Substack is without doubt a good place to consolidate these 'fans'. I'll check out your '1000 true fans' link now. Thanks again,
"Write. Publish. Repeat" is brilliant, as are its sequels. I've loved Johnny, Sean & Dave's scrappy take on creating serialised indy epics for a while now, but I hadn't realised how adaptable their lessons are into something built at Substack. Excellent connection you made there, Chris!
And Nishant: you are doing all the right things in all the right ways, and I love that you're passing along the contents of your enormous brain to legions of new fans here. Cheers for your work. (And cheers for the kind shout-out at the end!)
I have not read that book, but I will check it out now. Thank you!
You can get it here, free. it's dated in many respects, KDP is still called 'CreateSpace' but the entire book is basically the 1000 fan rule and, well, what the title suggests: http://libgen.rs/search.php?req=write.+publish.repeat.&lg_topic=libgen&open=0&view=simple&res=25&phrase=1&column=def
Thank you!
Absolutely loved Nishant’s beautiful, grounded perspective on growth and showing up authentically!
Thank you so much! 🙏🏼
Of course! Many thanks to you. It was with me as I sat down to write yesterday.
Loved this post & how to develop a structure as well as the sprinkling of art!
Writing a book on curing rather than calming of Imposter Syndrome - seems a sprinkling of that really gets everywhere too! Anyone reading please shout to contribute ideas or questions
Nishant’s journey has inspired me from my earliest days as a substack storyteller. That streak of stealth humility underlying every creative breath.
Thank you so much, Amie! :)
Very relatable. Thanks for answering questions I didn’t even know to ask. Just subscribed to your SneakyArt Posts! ♥️
Glad to hear that! 🙏🏼
I found the advice here to be very down-to-earth and relatable. Thank you.
You're welcome!
I really like the idea of having people pay to support you, rather than having a paywall. I shun newspapers who have paywalls, because with a little effort I can find the information I want and they have paid advertisers. Just my opinion of course. I support people with donations, I have people I pay just because I want to support, but not because I have to.
I agree. I think it is good to allow people a path to express their generosity towards your work.
Thanks for another great interview! What advice do you have for pseudonymous writers?
🙏🏼 Pseudonymity is great! But there is no inherent difference from the outsider's perspective if you use your name or another. It may be something to be careful about if your pseudonym defines what you do.
Thank you Nishant Jian and substack for this insight. I will definitely subscribe to Nishant newsletter. I love his arts. . . And the creativity he put into it.
You're welcome!
Wow, your commitment to creative independence is an inspiration! And the artwork is wonderful :-)
Thank you!
Hello Nishant,
I found your interview with Substack interesting. How did you build a following? Were most of your early subscribers friends and family? If so, how did you branch beyond them and other people in your network? Did people find you on Substack and subscribe that way? I look forward to your reply. Thanks.
Hi Bryan. Since I am an artist, IG is a primary platform. I had been writing and drawing for 12 years before I had a Substack, but no email list, so in a manner of speaking I did have to begin with friends and family at the start.
Reddit has also been huge for me.
But the real answer to your "how" is that I kept writing and drawing.
Well done, Nishant! What a delight to get a peek behind the curtain of your thoughts and strategies.
Thank you, glad to be of help. 🙏🏼