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Dear Writer: Advice on creating trust with your readers
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Dear Writer: Advice on creating trust with your readers

Treat your clicks like currency for you and your readers, from Kate Lindsay of Embedded

As we kick off the Substack category tour, we asked Kate Lindsay, co-author of Embedded, to share some writer-to-writer advice about creating trust with your readers. Co-founded with Nick Catucci, Embedded is a twice-weekly guide to new internet creators including trends and weekly interviews with “very online” people. Read on for her advice, or listen to her read it aloud above.​

Dear writer,

How do you approach reading, as a writer? How does the lens of your own audience impact how and what you read?

Dear writer,

I’ll admit, there was a period of time when I was too jaded from working in the digital media industry to read any online content. At my first writing job, I wrote seven stories a day, sometimes waking up as early as 6 a.m. to fit it all in. By the time I’d worked at a few different publications, I could tell when an article was actually an SEO grab masquerading as a legitimate piece of writing, or a piece of clickbait meant to make people mad, and I wasn’t interested in feeding the machine with my own reading habits.

While I’d like to think this particular era of digital media is on its way out, you still see shades of it when the latest viral moment prompts every outlet to scramble for its own unique take. So many websites are writing the same thing. This can be helpful: When Yellowjackets was airing, I was so deep in the show and its fan theories that I read every perspective I could find in hopes of getting all the crumbs. But this strategy doesn’t work universally. For instance, I similarly consumed Covid-19 content in the first year of the pandemic, but I realized that this wasn’t actually reading—it was anxiety-spiraling.

All this is to say, I’m somewhat precious with what I consume, and definitely read a lot less than perhaps you’d think for someone who calls themselves “chronically online.” I like pieces that work to clarify a moment with reason rather than drum up anxiety for clicks, and I have a natural aversion to reading whatever piece has my Twitter timeline in an uproar—because it was probably designed to do just that. 

“I like pieces that work to clarify a moment with reason rather than drum up anxiety for clicks.”

This was one of the first things I noticed about writing Embedded: I no longer have to cater to SEO, or try to get someone’s attention on a timeline. We’re writing for readers who, by nature of signing up, already want to read us. So our coverage can be more thoughtfully catered to them in a way that feels helpful, not exploitative. 

Our best-performing pieces for Embedded are often the ones that seek to make the reader feel understood. Our newsletter is about the internet, but rather than highlight what’s dystopian about this time, I always try to focus on the things about it that are uniquely human, or voice something we all experience that hasn’t been formally put to paper. Similarly, the pieces I love and share with others aren’t ones that are particularly spicy or that make me want to get up and go do something, but that reflect back to me a thought or experience that makes me feel seen.

This isn’t to say you need to try to broadly appeal to your readers. Curating our My Internet series has taught me that the internet may be getting bigger, but people still find and occupy their own particular corners of it. The 2020 National Book Award nominee Rumaan Alam follows Mary-Kate and Ashley fan accounts. Former New York Times columnist Ben Smith is on Geocaching reddit. Writer Taylor Lorenz loves bird TikTok. Investing in a niche may not reach the most readers, but the people you are writing for will be real and engaged and appreciative, which is, ostensibly, why we all started doing this. 

“Investing in a niche may not reach the most readers, but the people you are writing for will be real and engaged and appreciative, which is, ostensibly, why we all started doing this.” 

I’ve also learned that people will pay for writing, and we should continue to normalize that. For My Internet, we always ask people what they pay for online, and some have named publications from the New York Times to Insider to Study Hall to, of course, their favorite Substacks. But when you step back and look at social media as a whole, everyday people in the replies and comments are routinely astonished when something is paywalled. Sure, running into a paywall is annoying, but the fact that you’re annoyed you can’t read something is the reason to pay for it! If you want to read good stuff, then you have to free writers from the advertising model that forces quantity over quality, and that means people with the means to give their money, doing so. 

Illustration by Liza Donnelly

If all else fails, I’ll leave you with these two pieces of advice: Trust recommendations from humans, not algorithms, and treat your clicks like currency—give them to the kind of content you want to see more of, not less. 

Sincerely,
Kate

This is the third in a recurring series of longform writer-to-writer advice, following Mason Currey’s advice column on creative growth and Anna Codrea-Rado of Lance on learning to celebrate just how far you’ve come.

Could you use some advice or inspiration from a fellow writer about creativity, motivation, and the writing life? Submit your question for consideration for a future advice column by leaving it in the comments below, or entering it (with the option to remain anonymous) using this form.

Bonus: Reading Room

Reading Room is a new mini series with writers like Anne Helen Petersen sharing their favorite publications to read on Substack. Kate is a thoughtful reader and researcher, both of her peers and of the online spaces that she covers. We asked Kate to share what she is reading.

Kate Lindsay’s recommended reads:

Visit Kate’s profile page to see more from her current reading list. Subscribe to Kate and Nick’s publication on Substack, Embedded, and you can also find them on Twitter here and here.

Discussion about this episode

Thanks to Kate for writing and reading this! In just 3 minutes 36 seconds you described precisely why Internet writing and reading can be dull and dulling. But you also share the antidote: Writing with care and intelligence for a subset of readers who are not bots and who want to connect with fellow thinking humans.

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Thank you for this. I very recently decided to stop sharing my writing on Instagram/social media and move to Substack instead. It feels extremely freeing and affirming knowing that my writing is now reaching people that, by nature of subscribing, actually want to read what I’m saying. It’s daunting but so much more rewarding.

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Thank you!

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Wonderful advice Kate. My biggest takeaway is this one sentence :

"Our best-performing pieces for Embedded are often the ones that seek to make the reader feel understood. "

Thanks for sharing this article.

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That line struck me as well. It’s very special when the reader connects with the work and feels seen.

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This is such a good post. I've been really sad to see on the Substack Facebook group that many of the writers' raison d'etre is 'clicks' and 'pay subscribes', as if their very existence on Substack depends on it. TBH, my favourite newsletters are those who write quietly, with beautiful language, from their heart and soul and don't necessarily charge for it. Sure they have extra packages for those who wish to pay, but their approach is egalitarian. They're the ones I feel whose content is most often 'share'-able.

It would be nice to generate an income from my Substack but I am a novelist anyway, so for me it's immaterial. What I really enjoy is writing for kindred spirits - that connection is gold.

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Nice read! I recently started my own newsletter The Hustle on work & career lately and I feel that I can offer something more personal with it that mainstream outlets don't do with their newsletters. It is nice to feel the support from people on the way and hearing the personal aspect it what is attractive about it.

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Great advice!! Thank you.

Specially your comment about treating our readers well. V

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Insightful! Thank you. I particularly liked what you said about clarifying a moment with reason. And I’m with you, why are people who hit a paywall surprised?

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Beautiful and helpful and important! You are part of the solution! TY and I really needed to see this because I’ve discovered that one of my favorite content providers did a bait and switch… Starting under the guise of being a great person offering a benevolent service… Only to announce a new book, and a new store, and and and. Deeply disappointing deeply troubling and that’s the end of that. At least for me. So, TY. I’ll go is search of resonate writers. They are out there. I’m sure

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This is an important point. Many readers are hypersensitive to bait and switch tricks or Agent Provocateurs. Leaders pull in followers with an appeal to reality and truth, and then suddenly converge to the Establishment, or turn out to be selling bitcoin. I've stopped a couple of subscriptions, perhaps prematurely, when I detected the signs of a Gotcha.

Writers who intend to stay on the path of truth should check their prose carefully to see if it sounds like a betrayal. Writers who are selling a product should declare their product initially and consistently.

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can a substack writer put anything out there based on personal experience

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I do that with my personal essays.

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They're the ones I prefer to read...

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MapQuest Directions traces its origins back to the early days of the internet. Founded in 1996, it quickly became one of the first platforms to offer interactive maps and turn-by-turn directions online at https://mapdirections.app/

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thank you for sharing this!

love "Trust recommendations from humans" and "treat your clicks like currency"

happy to have invested in these clickings right here!

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I agree with you. This is why sometimes, I take a break from posting what I have written down and I am glad because my readers understand I want the best for them. I also update them on events when my posting days doesn't happen as planned.

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Nothing beats pieces that work to clarify a moment with reason. A significant moment is upon us. The way readers manage their consumption of writing is evolving before our very screens. Dear Writer: Advice on creating trust with your readers lends clarity to what a best collective writers field response would look like. In that same moment, writers liberate from an advertisement industry that impurely influences the craft, quality replaces quantity of what's being put out there, and readers' self-curated experiences mode arises as the key resolve for media saturation brought about by the Information Age. Realizing where the cutting edge of innovation is in Writing is all the reason I need to focus on this space. Glad the key to harnessing it is in better reader engagement.

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I appreciate your opinion. it is important. but in a digital realm of information where people can pay for thousands of likes (including positive comments), that seems like some sort of 'click model' which masquerades as an advertising model.

other than that, I basically resonate with your podcast on creating trust, so thank you.

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nice. good listen

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a fellow writer about creativity, motivation, and the writing life? Submit your question for consideration for a future advice column by leaving it in the comments below,

https://www.clickercounter.org/

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