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It might be counterintuitive, but it’s true: free content is crucial to successful paid newsletters.
Many publishers we speak to believe it’s important to save their best work for their paying subscribers. In general, that’s a big mistake. The most successful publications on Substack make much of their best and most accessible content free.
You might think that people subscribe to publications to get stuff, like articles, episodes, or reports. But mostly people subscribe for a sense of relationship with the publisher. In such cases, they’re paying for the publisher’s worldview. They want the ability to tap into the publisher’s brain; to see things through their eyes.
If you’re a publisher of a paid newsletter, then, your goal should be to give as many people as possible the chance to fall in love with your voice and worldview. Those who do come to love your work will happily pay to get more of that good thing in their lives.
High-quality free content is key to all of this.
The best possible marketing
Even though every fibre of your being may tell you that your best work should go behind the paywall, it’s smart to make your most thoughtful and accessible content free to everyone. That way, it stands a chance of being shared and widely read.
It’s important to note that this is not the same as clickbait. It’s about making sure that your best work gets the attention it deserves, and then using that gravity to pull people deeper into your orbit. (If you just trick people into clicking when the work is no good, they won’t subscribe.)
Free content is the best possible advertisement for your publication, since it demonstrates your unique perspective and abilities. It gives people a chance to fall in love. With that in mind, we automatically include a list of top posts at the end of every article so people who discover your work on the web can binge on it.
The goal is to get people onto your mailing list because you’ll then have multiple future opportunities to convert them into paying subscribers by publishing great free stuff. We suggest publishing at least one free post a week.
Grow your list
Of course, not everything you publish should be free. In fact, your subscriber-only posts should probably be more frequent, but they can be written in a more conversational tone for an audience of intimates who are already familiar with your worldview. For these posts, you should be reliable and consistent to maintain a satisfying relationship with the people who care most about your work. Happy subscribers will spread the gospel and bring you more happy subscribers.
But if you have to choose only one metric to pay attention to, it should be the size of your overall mailing list. The majority of people on that list won’t pay to subscribe, but that’s okay – a good portion will. As long as your list keeps growing, so will the money from the percentage of people who choose to pay (10% is common on Substack). We also give you the option of sending emails exclusively to people on the free list so you can give them teasers, unlocked posts, or limited-time discounts.
Your success as a publisher of a paid newsletter will always be a function of your overall mailing list. And that’s why our number one piece of advice for Substack publishers is always…

Publish great free stuff!
Got feedback? Questions? Leave them in the comments.
Examples of Substack publishers who use free contently wisely to drive subscriptions:
Judd Legum, Popular Information
Kate McKean, Agents and Book
Ryan O’Hanlon, No Grass in the Clouds
Anthony Pompliano, Off the Chain
Kelsey McKinney, Written Out
Mara Wilson, Shan’t We Tell the Vicar?
👋Hello. I thought I would share a quick story about the value of publishing your best work for free. Hope it helps:)
Last week, I published an article that was picked up first by Abnormal returns (a popluar website in the investing/finance space). Then, it was picked up and featured by Bloomberg Opinion writer Barry Ritholtz in his 10 AM Thursday reads and on the main Bloomberg website.
If I would have put that article behind a paywall (I did originally), it would have received limited attention. I made it free because of this article☝ ("Why free post pay").
Last year, I submitted an article to Abnormal Returns. And it didn't get published😔 I submitted another one last Wednesday, and he published it that morning. He works with Barry Ritholtz, so I guess that's how it came into his orbit.
Amazing what can happen when you put yourself out there!
So don't be afraid to submit your work to people who matter in your category. You never know what might happen!
Just thought I'd share. Hope it helped somone...
Caleb
As a "new to substack" writer, this is a great article and a great reply, thank you.
I have several full length novels I wrote that are free downloads on my website for various reasons. One is I do not own the rights to the story or characters, but as "fan fiction" I can and do give away a PDF version for a zero price tag. I have gotten interesting messages about those stories, some thank you messages and yes, a few who wonder if I an put a coherent sentence together with both hands. ---> GRAIN OF SALT STUFF <---
I do want to increase my readership, currently at 35 since last Friday. All connections are free, and I have already pre-programmed the next week of emails (3 a week) for Tuesday, Friday and Saturday.
As I said, I am really new to this and I hope this message is not out of line. The original article and Caleb's reply hit home and made a lot of sense to me. Words to live by.
As I tell people, I do not write to get rich, I write because there are stories in my head demanding to be put to paper and shared.
I love that last sentence "... I write because there are stories in my head demanding to be put to paper and shared". May I share this?
As it says in the sentence, PLEASE SHARE!! :)
Where can I read your quick stories and posts? When I click on your name both the Caleb Dismuke and Mr.Market substacks appear empty.
Also
https;//AuthorCancilla.com
It is called Journey to the Known
https://chriscancilla.substack.com/embed
People coming to my page from FB are having trouble finding the "subscribe" button. Shouldn't it just be at the bottom of each post, or do I have to put it there somehow?
Has to be put in there!
Great post. Super helpful in plotting out my first month of posts. Do y'all recommend a content calendar when starting out ... or is it better to just sort of wing it, wade out into the current, and adjust according to audience feedback? I'm used to content calendars, a reliable shackle to keep a publishing initiative on-time, but always up for trying something new...
Each to his own, but we like the “don’t overthink it” approach where you start publishing, see how people respond, and then iterate.
That's a good idea 💡
My "calendar" is very technical. :)
I write everything in MS Word and save it to a folder called SUBSTACK/PUBLISHED with the filename starting with the date it will be transmitted and the name of the article or story.
I also have a folder called SUBSTACK/IDEAS where I toss in random thoughts as files and as I work them, and complete them, they can be put into a schedule and moved to the PUBLISHED folder.
My biggest question I think is, how long should one published article be?
Currently, my 3 or 4 are between 1,000 and 2,000 words. Is that too long?
Should I drop to 750 words and send part 1 and part 2 on consecutive days for example?
I am asking those who have experienced this and hoping for a few answers.
In amateur radio, we call someone who has tons of experience an Elmer. I guess I am looking for an Elmer here.
Somewhat off topic question (but not really)--is there a way to save a post as a draft so I can write them in advance and then release them when I am ready? Or do I need to copy and paste on a daily basis (assuming daily posts)?
Yes, each post is auto saved as you write it. After you click “Publish & Send”, you will see a link that lets you schedule the publication time.
Thank you, being a mariner takes me offline sometimes for a couple of weeks or so. Scheduling is a valuable feature for me.
Thanks. Double thanks for the quick response.
My newsletter is just a couple days old and stumbling across this post was most timely! Thank you for sharing!
This is so true.
I believe the idea of free content is so powerful since I come from the open source world in programming.
People pay once they understand you and value your insights.
Thank you for the valuable information
I’d like to make paid optional, but substack doesn’t have that choice, does it?
I’ve been wondering if I can make paying voluntary. Looking for info on doing that — I myself am a retired person and paying for EVERYTHING I really want to read is not a possibility. But from time to time, I do shoot some $$ to my favorite places. But I’m not finding that option on Substack. Maybe it doesn’t exist. I’d love to publish here, but if my only choices are free or not free … hmmmmmmm.
Hello fellow substackers, i love this platform it encourages me to share my wisdom in the diet and fitness industry realms.
Oh we have been lied to on oh so many levels and the more you stand in your truth, the more downloads and channels we get.
Enjoy your journey!
Awesome
I need to know specifically how to indicate that some posts are to go to paid subscribers, others are free. Where do I find these settings?
I've been publishing for years on another platform with NO "subscribe" buttons. So, though I provided STRIPE and thought I was linked to a SUBSCRIBE button that offers FREE, Monthly, or Annual. All my content is available, regardless. What would NOT be available for FREE is the "comment" section. Is this right? And, why is my current SUBSCRIBE only offering FREE?
how do you know if anyone is reading your posting?
Is there any way to get some HELP on putting a mailing list together?? Is there any assistance available? I'm super frustrated, and can't find any place on the site to get some HELP!!! Please!
Hi David, the trick is to attract people to sign up to your mailing list by publishing great stuff.
And for future help, please email support@substack.com