We brought four Substack writers — Polina, Henry, Judy, and Clara — together for a conversation about writing and making money in the current climate.
About the writers
Polina Marinova (The Profile), who recently left her job in the midst of a pandemic to go full-time on her publication
Henry Abbott and Judy Goodwin (TrueHoop), who switched up their editorial and pricing after the NBA suspended basketball season
Clara Parkes (The Daily Respite), who recently started a paid newsletter to provide "a brief interval of relief" to our inboxes every day
Topics covered
9:58: Introductions, backstory of each writer, and why their perspective is valuable in the current climate
19:24: How to adapt — or not adapt — what you’re writing about
29:50: What to do with your old ideas; experimenting with new publishing formats
39:33: How to think about pricing; pausing subscriptions; asking readers to support you
51:10: Managing reader relationships in uncertain economic times
56:37: The value of subscription revenue models
1:03:29: Advice for other Substack writers
Highlights from our conversation
Polina on why it’s okay to lean into the times (20:00):
Last week I interviewed seven different small business owners on [the shutdown]. Those resonated with a lot of people, because you got to hear from the people who are dealing with this in the current moment. Yes, it’s about what’s going on right now, but it’s a snapshot in time.
My instinct is: do journalism. This is a monumental time that we’re probably never going to experience again in our lifetimes. Documenting history is what I do.
Henry on experimenting with new formats (33:38):
This feels like gardening: let’s see what grows! We’re planting a bunch of stuff, it won’t all come up, but some of it will. We’re just quickly pivoting to whatever has green shoots.
Judy on the importance of connecting with your readers (1:03:38):
The newsletter format is an opportunity to be intimate with your readers. We use [our data] to be in touch with our readers, knowing what to encourage and communicating with them. Making them feel a personal connection is a really big deal.
Clara on adding paid subscriptions (18:28):
The first week was…just working out the kinks. People started writing in pretty quickly, saying, “How can we support you?” I was going to give it a month, but I did paid the next week, presenting it from the standpoint of, “You asked how you could help.” People want to express their gratitude.
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Hi. My name is Alesh...started a newsletter of editorial cartoons and commentary about six weeks ago...enjoying the process and responses for now.
I'm sure I haven't done enough research, but is there anybody else producing a newsletter with more of visual content?
Thanks
Edith Zimmerman's got a great one! https://drawinglinks.substack.com/
Thanks a bunch...will check it out
She is my new bff.
I was just wondering if substack might have a place we can ask legal questions because I'm not sure what I can and can't say when I'm charging people....
We cover some general legal advice for writers here: https://on.substack.com/p/your-legal-questions-answered For questions that apply to your personal situation, I'd suggest consulting a lawyer.
Second that post! It helped me when I got started. XO
That was very grounding, and encouraging, I have been futzing around with title and 'perfecting' a description, about page, all that and....ugh. For better or worse, I'm going to take this as momentum to just go for it! (Tired of my own circling around...) Thank you to everyone and to substack for this. :)
You've got this, Andrea! There's a certain point when you really just have to close your eyes and lob it out there and see what happens.
ahhhhh i just know you're right and that's true! thanks so much for the encouragement, Clara <3 it's going to go live...i'm off to take action.
There's so much planning and obsessing, and then just ... here we go! I feel like it's like doing safety checks before skydiving or hang gliding. There's one phase of extreme care and then at some point, you just have to jump!
I JUMP. Now I’m how long in...let me check...
So I started Feb 20th...holy shit. Sorry to swear. BUT that was less than 2 months after my DOUBLE EMERGENCY BRAIN SURGERIES IN Roanoke. Virginia. THAT WAS NOT THE PLAN for my winter break with my family...ha ha
Now and last week really I’m getting more serious about buffing up things. I haven’t had time to read any of this video/the prior blog post Nadia wrote about how to do...social stuff. Anyway jump in! The point of substack is that drafting is writing.
I’m thinking of mine as a body of work I’m building like a public sketchbook that later I can use if/when anything else comes of it OR just as a suplemental income itself.
Meanwhile, I follow other free versions (even of popular paid/unpaid) posts on my gut and occasionally look and screen shot emails/intros/about pages that strike my eye.
the corgi butts were so wonderful, Clara!
Thank you Andrea!
That made my day — totally would experiment on that kind of bakery. Thanks Clara!
It needs to be done! And you're welcome. :-)
Tips for growing in a niche area? I write a weekly newsletter about vintage and modern watches. Not a lot of others covering the space (well), but also difficult to find the readers I want.
What a cool newsletter! And what a cool niche. You really seem to have the pulse on this. I'm sure you've already done this, but I'm wondering if there's a way to reach the people *where* they're buying these watches. The people who put their money where their mouth is. Who would benefit from the currency of knowledge that you provide...
It seems counterintuitive, but at Substack we've seen that writers who focus on niche topics and audiences seem to do especially well, because you resonate extra-strongly with that group of people. So definitely lean into it! I second Clara's suggestion to try reaching people where they're buying watches, or just where they're gathering to talk about it.
Thanks Nadia, appreciate the comment!
(Let me update that: Everyone benefits from the knowledge you provide! I just mean for the super-collectors whose identity is, in a way, tied to what they know. For them, your level of insight would be an especially valuable currency.)
SOUNDS AMAZING follow me and you can do a guest post someday? I know MANY people who would LOVE THIS CONTENT. Like...watching Repair Shop on NEtflix already...and watch long form youtube train ride videos?
Readership grows slowly gradually then in bursts you can’t predict. Stay the course.
Tell Nicole Cliffe #onhere and once she’s feeling better/this time passes she will shout you out or know who might...she herself loves the quirky. We go way back. It’s mostly one sided, she does all the work in the relationship. All I do is fan girl. She’s had my back since I was home w my first baby TEN years ago. Hairpin for life.
CAPS LOCK ON: YOU COULD PRINT ON PAPER (SOME B&W OR FANCY KIND DOESN’T MATTER) YOUR SUBSTACK AND MAIL IT TO WATCH SHOPS. BOOM.
REMEMBER HANDWRITING?! I MEAN YOU COULD WRITE A LETTER TO GO WITH IT A LOVE LETTER TO WATCHES.
ANY TIPS FOR SOMEONE WHO ALMOST WANTS A WATCH BUT GETS ANNOYED WHEN WEARING HER 10YO’S NEW SWATCH EVEN THOUGH IT’S SO CUTE?
LIKE WHAT IS TIME EVEN. I’VE BEEN THINKING A LOT ABOUT THAT ONE.
https://cassie.substack.com/
ALSO BLACK MEN LOVE WATCHES, BBALL ETC BALLERS IN GENERAL TOO...ANOTHER AUDIENCE I SUBSCRIBED TO YOURS. I’M OUT CRACKER KIDS GETTING RESTLESS. THEY ARE AMAZING BUT, ALAS, OF THIS MORTAL PLANE.
The hilarious racial undertones are not lost on me. #peace
I know very few people and I am not so strong on the social Web. So my network is really little. How can I spread my newsletter in this difficult time and make it a way to let people relax for a little?
You might find this guide to be helpful: https://on.substack.com/p/getting-your-first-100-signups
I've done all those thing. My readers remain the same ones: 150, roughly. Should you know any Italian reader, please spread my newsletter to them all!
Hi corrado, this article has Ben helping me so far https://bloggingguide.substack.com/p/how-to-increase-paid-substack-newsletter
Thank u dear. I will check it soon
I am relying heavily on word of mouth for my newsletter, and I try to feature things that I know people would want to share with their friends. Which brings in a beautiful sort of self-selected readership while also spreading good things.
I tried it too but no result. Is there a way to contact the Italian community in the USA? It might be a desperate measure, but I don't how to carry it out. Or maybe it is time me to look for an American writer for a brand new newsletter in English.
I know some cool ones. Italians. Someday I’ll have a computer that works and I’ll share your site. XO You’ve got this.
Should u ever visit Rome, you'll be my guest
what up Maine!
yo!
Where in Maine are you? I’m in Portland
I'm up near Blue Hill
Beautiful! Love it up there
How's the lockdown for you in Portland?
I'd love to get other writers' advice on selling our paid subscriptions at the moment? Selling feels uncomfortable at the best of times, but right now it's even harder. However, at a time when writers are losing other work and subscribers are dropping (because people are cutting back on outgoings) it feels more important than ever to generate good revenue from our newsletters. Any thoughts would be much appreciated
It seems like you'd be in a special position to be able to charge, because what you offer is tangible help for freelancers to gain work. And in a way, you'd be modeling to them what we should all be doing, namely, not doing work for free... But I totally understand how hard it feels.
(That was probably not helpful of me, I see how much care you put into your March 23 request for subscriptions already...)
Not at all! I should have been more clear in my OP – I do already have a paid option. I've just noticed a dip in subscriptions and am thinking about navigating this period of uncertainty and how to find a way to sell that doesn't feel too icky.
Well, a vaguely indirect way is to really highlight something cool that's happening right now that just *happens* to be behind the paywall.
I don't know the write answer. Pricing is always the challenge. But I think every publication, from The New York Times on down, experiments. No reason you can't do the same!
I’d also say those stodgy places would be better off if they took MORE RISKS. #lessaddsmorerisk #morereaders
I agree many writers on Substack experiment with price changes or discounts https://bloggingguide.substack.com/p/how-to-increase-paid-substack-newsletter
I would look at this Substack post that helped me, specifically about adding value immediately to readers, who are often freelancers
Henry could you put a link to the "Lessons" you referred to? I'd love to learn more about the source of info about going the subscription model. That sounded interesting - thank you! (Congrats on the inadvertent podcast and youtube channel btw :) )
Ahh, that might have been my bad wifi. I was talking about Jessica Lessin, founder of The Information. Google her! She's really smart ...
I will! That's perfect. Thanks so much.
Can see you on youtube but not on this page on substack, it says video is not available but it is live and sounds god on youtube! https://www.youtube.com/watch?v=iuK2sey4MaU&feature=emb_err_watch_on_yt
Thanks so much for the great live stream! Delighted to hear pay-what-you want will be coming soon....Any idea about the timeline?
I’ll watch later homeschooling now. I have a Q:
when to start paid posts?
My situation is unique...but I know a common q.
Texting from closet.
Can look at mine if have time as model of writer first time really public online. Lost job bc of recent brain cancer diagnosis. IRONY So, my details are unique. Friends & fam I don’t want to ask $ from.
Nicole C and other Hairpin famous I follow...she is my guide in being as accessible aware as possible.
Many of my current 300ish readers are my community. Many broke pre COVID many not coastal elite. I love that diversity of audience. I’m from SWVA and live in Cancer Ally - the city that weathers storms - New Orleans.
Ak. Screaming kids need cracker IV. My love and care to all.
I know I need better punchy about pg btw. I’m following other cool looking accounts on impulse I love that you can’t search by topic, btw.
Phew tore open cracker box threw in their room. Crumbs vs silence = eternal Q.
ALSO Nadia, my famous WOC creative friend is about to move to patreon. Did you get my rambling email? I’m not mentally ill none of my tech has worked since double brain surgery. Getting a fix in mail in about a week. Fingers crossed.
I TRIED iPad as a computer life and hard no. So the exchange begins or I’ll rappel into the mall. Hum. My husband is scared I’m dgaf to do it. I would bc uptown white women are the perfect criminals!!!
#imout
Https://www.cassie.substack.com
Maybe typed link works unlike this tiny ass iPhone 6.
Cassie I am thinking it would kill a little more time if the kids tore open their own cracker box?
I can’t tell by this amazing advice...if you are an amazing parent OR an amazing friend of parents. 🤔 Meat to the lions is ideal feeding set up unless you do purchase my no $ down Soylent TM child IV
I love this video and your article on how to get free subscribers to paying https://bloggingguide.substack.com/p/how-to-increase-paid-substack-newsletter
I'm in a bit of a weird spot as my newsletter is primarily centered around my fiction and poetry (would love to hear if there are other examples out there like this!).
I'm interested in pursuing paid subscriptions, maybe in the form of a serialized novel. Any thoughts on whether this might make sense? Thanks! :)
I think embrace your niche and learn how to turn free readers into paid subscribers. This is hard but poetry is not yet overly saturated https://bloggingguide.substack.com/p/how-to-increase-paid-substack-newsletter
Hello. My name is Brenda. I write about travel, and the experiences that both me and my husband have. My question is...how do I go about sharing on Facebook and Instagram? It sounds silly, I realize, because it's straight forward. I used to be able to share with no problem, but I can't do it now for some reason. I get an error message saying content isn't allowed. I don't write anything obscene or inappropriate in any way. It's much easier to share with several people at once, so if there's a way around this, I would appreciate your advice. Thanks! 😊🙏
is there any way to allow me to send new newsletter subscribers my free ebook automatically?
Still here not watching the video. Realizing I need shorter punchy title. Mine was perfect for friend/family update emo tone. Now I want something 2-3 words. FYI if that helps anyone.
My good friend runs an amazing New Orleans based company called Punchline - sign up for her free content and consider paying her a bit for her valued advice. She knows her stuff about driving up clicklinksviewsaddslooks
Leana Patch - google her and Punchline she’s on the socials as well. VERY SMART.