I love that you picked two of my favorite people to highlight - the most genuine and badass. But this whole article reminds me of a saying - Fast is for learning, slow is for growth. We can come, publish and move on or we can linger, connect and have some fun. And your finding support the slow and fun part.
Thank you, Lee. I am really enjoying how Kay and Kim are growing and building a presence organically. They are telling their stories, but they are also participating in the conversations that others are having. A perfect example of how to be both publisher and participant.
And I agree completely, the slow and fun part is how we sustain growth. Thank you for participating :)
Omg wow you mentioned me! Thank you Mack! As I started reading your post I was thinking geez what am I doing wrong. Maybe I need Mack to look at my stuff. Then I see my name along side with Kim. Mil gracias!! 🙏
Your pivot to focus more on your personal stories and experiences has been great, I am enjoying your stories! Loved the hospitality marketing posts too, now you are offering a deeper layer!
I love all of these observations you've made Mack.
I didn't discover most of my favourite creators on here through their posts on my feed. They shared a comment that pulled me in, their POV, their vibe, something other than what a "reply guy" would share, and headed over to their profile to check them out.
The thing that makes Substack unique is that because so few people make the effort to leave even just a few comments that add some value, showcase who they are, and what they stand for, it's easier to stand out to the right people.
Hey Csabi! I agree completely, I meet all my favorite creators the same way. The people who are stuck in the ‘publisher’ mindset seem to believe that ‘if you build it, they will come’. Just ship and your work is done.
As you touched on, Substack is about building relationships. The people who are natural community managers and builders are the ones who thrive. You have to stop thinking like a publisher and start thinking like a participant.
Would love to hear more about how active and engaged people who have a narrow niche can engage meaningfully without diluting their brand. I tend to comment on topics and writing that interest me, even if off-center. But it turns out that there’s a shared current flowing below even seemingly disparate topics. (People worry if they’re good enough, they want to find their tribe, they want to be validated and for their voices to be recognized, they genuinely want to help others.)
Just came across your Substack today. Great stuff!
I try to do all the things but I have a trickle of new subs. I’ve found if you get a note that goes viral your subs can explode. Of course you can’t predict that. 😏
Yes Notes are tricky, they can definitely open the floodgates with a popular one and send you a lot of subscribers, but most of them will leave just as quickly if the Note is ‘off-topic’ to your brand and positioning. The ‘trick’ is to write popular Notes that appeal to the masses, while also being true to the brand you are trying to build. Thus the tightrope to walk.
BTW, I have heard of and visited both ScreenRant and GameRant a few times. Congrats on building both!
Thank you so much for sharing these valuable tips and suggestions. Your Substack indeed is a reflection of confidence and self assurance, something to learn from you. I really appreciate that. 😇
Thanks for this Mack. I try my best to be active, comment and restack here and there - could probably do a better job. I am now sharing more of my personal journey so there is improvement. Appreciate all your work!
I definitely agree with this. And I see the difference even within my own self. There are times where I feel like I’m everywhere on Substack! And even other times (like recently) where I’ve been less active on other people’s Notes and articles.
I’ve noticed times where I do a slew of comments, and then pretty quickly it seems like the algorithm responds!
Hi Mack! Hope you’re well. Question for you: Can you give me an example of what you meant by people who only write about themselves and don’t grow vs. people who share their life experiences and do grow? Thanks in advance!
Hi Sophia! I meant the people who only focus on their own content and act as publishers, without engaging with other peoples content, those people aren’t typically growing as much as the people who are engaging with others. Sharing life experiences is almost always a plus and makes content more interesting. I understand not everyone is able to share personal experiences, or wants to. Hope that helps!
Hi Mack. I am growing. I have a lot of followers, but I can't seem to get them to convert. I write fiction in THE NOVELLA ZONE, and have been expanding into other areas. Still, my subscriber rate goes up and down like a yo-yo. It's taken me a month to gain ten subscribers. It isn't that I'm not getting them, but people are leaving just as fast as they're signing up. And NO ONE is converting to paid.
I understand how fiction is a difficult sell. People seem to think they shouldn't have to pay to read a story. But like I said, I have been spreading myself out. I do readings on Monday nights, and poetry readings on Thursdays. I have a serial I put out every Wednesday behind the paywall. I also write novellas-- obviously, since I'm in the Novella Zone -- which I put out on Saturdays in a section I call STORIES, AFTER EIGHT. Those are FREE, and always will be.
I've recently published an eBook of three novellas, which I call TRILOGY, with the idea of making it a series. It seems I spent more time trying to market myself than I do trying to interact with others 'Stacks. I figured out pretty quickly that fiction is a hard sell, and all I can do is just keep plugging away. But I can take your advice here and try to implement it
Ben, thank you for sharing this so honestly and I want to address a few things specifically because your situation is more solvable than it might feel right now.
First, the good news: you're already doing several things right. You're consistent, you're creating in multiple formats, and you clearly care deeply about your work. That foundation matters.
But here's what caught my attention: You mentioned you've been spending more time marketing yourself than engaging with other stacks. That's likely the biggest lever you have right now. Fiction is a relationship sale more than almost any other genre on Substack, readers don't pay for stories from strangers, they pay for stories from writers they feel connected to. The engagement work isn't a distraction from building your audience. It IS building your audience.
The churn you're describing, gaining and losing at the same rate, is almost always a relationship problem. When someone subscribes, what happens in the first 7-10 days? Do they get a personal welcome? Do they know exactly what they're signing up for and what to expect? If that window is empty, a significant portion of new subscribers will drift before they've had a chance to fall in love with your work.
On the paid conversion side, the serial behind the paywall is a smart instinct, but the question is whether free readers can see clearly enough what they're missing. Not just that there's a serial, but specifically why THIS serial, why NOW, what they'll feel when they read it. Show them the door vividly before you ask them to open it.
Your instincts as a writer are to publish your work and market it so readers are interested. My advice would be to focus a bit more time on engaging with current and potential readers on their Notes and posts. Once you start building personal relationships with these people, then they become far more invested in your work, and begin to adopt a supportive mindset. They begin to think about going Paid as a way to support this writer that they enjoy interacting with on Substack.
You've got the publishing side nailed down. I think if you could start beefing up the participant side as well, you'd be in great shape.
Thanks for that Mack. I think my problem is that I sometimes feel I'm intruding. (Old habits from an old man, I suppose.) I don't know why I haven't sent emails to my new subscribers. I've read how others have done it, but never implemented it myself. (No excuse for that, is there?) That changes today. In fact, I just went on Chat and made a sales plan for my new eBook, TRILOGY I: The Bridges of Rome. I plan to use that as an enticement for people to convert to paid.
Again, thank you for your prompt reply, and can I interest you into subscribing for a reasonable $30/year, and a free copy of my eBook?😆 I'm glad to see that you recognize how fiction is a difficult sell as far as Substacks goes, and though my climb has been slow and gradual, it is growing.
I appreciate the offer (and you taking the initiative), but I’m not the target audience for your work since I’m not familiar with it. You want to target regular readers who comment often. Look for clues like if they ask you “hey what’s included in your Paud offer?” Or if they mention they appreciate your work, like to support writers, etc. and you will hear more of these clues from readers the more you engage with them.
That’s okay. I knew that when I offered it. In fact, right now, even as we speak, I’m going through my mail and sending thank you invites to all my most recent subscribers. I’m a slow learner, but I do get it eventually! 🤣
Some excellent tips here Mack. I am slowly growing at a pace that enables me to check out and visit each new subscriber( I love that). I also love that you talk about engaging - this is paramount in so many aspects of our real lives - and truly magic in substack. Plus - honestly - there are so many really cool people to engage with here!
Thank you, Cecelia! I agree with you, I love being able to keep up with my Paid subscribers individually, but I also know this won't scale forever. Another reason why I think people need to enjoy being small, it lets you have deeper relationships with fewer people. Thank you for your thoughtful comment, as always :)
Right? I ran Backstage Pass for a decade on MailChimp. I couldn’t stick with it cause there was no social element. I got maybe 10 replies in 10 years! Substack is a different world ☺️
I love that you picked two of my favorite people to highlight - the most genuine and badass. But this whole article reminds me of a saying - Fast is for learning, slow is for growth. We can come, publish and move on or we can linger, connect and have some fun. And your finding support the slow and fun part.
Thank you, Lee. I am really enjoying how Kay and Kim are growing and building a presence organically. They are telling their stories, but they are also participating in the conversations that others are having. A perfect example of how to be both publisher and participant.
And I agree completely, the slow and fun part is how we sustain growth. Thank you for participating :)
Omg wow you mentioned me! Thank you Mack! As I started reading your post I was thinking geez what am I doing wrong. Maybe I need Mack to look at my stuff. Then I see my name along side with Kim. Mil gracias!! 🙏
Your pivot to focus more on your personal stories and experiences has been great, I am enjoying your stories! Loved the hospitality marketing posts too, now you are offering a deeper layer!
Thank you.
I love all of these observations you've made Mack.
I didn't discover most of my favourite creators on here through their posts on my feed. They shared a comment that pulled me in, their POV, their vibe, something other than what a "reply guy" would share, and headed over to their profile to check them out.
The thing that makes Substack unique is that because so few people make the effort to leave even just a few comments that add some value, showcase who they are, and what they stand for, it's easier to stand out to the right people.
Hey Csabi! I agree completely, I meet all my favorite creators the same way. The people who are stuck in the ‘publisher’ mindset seem to believe that ‘if you build it, they will come’. Just ship and your work is done.
As you touched on, Substack is about building relationships. The people who are natural community managers and builders are the ones who thrive. You have to stop thinking like a publisher and start thinking like a participant.
Would love to hear more about how active and engaged people who have a narrow niche can engage meaningfully without diluting their brand. I tend to comment on topics and writing that interest me, even if off-center. But it turns out that there’s a shared current flowing below even seemingly disparate topics. (People worry if they’re good enough, they want to find their tribe, they want to be validated and for their voices to be recognized, they genuinely want to help others.)
Just came across your Substack today. Great stuff!
I try to do all the things but I have a trickle of new subs. I’ve found if you get a note that goes viral your subs can explode. Of course you can’t predict that. 😏
Yes Notes are tricky, they can definitely open the floodgates with a popular one and send you a lot of subscribers, but most of them will leave just as quickly if the Note is ‘off-topic’ to your brand and positioning. The ‘trick’ is to write popular Notes that appeal to the masses, while also being true to the brand you are trying to build. Thus the tightrope to walk.
BTW, I have heard of and visited both ScreenRant and GameRant a few times. Congrats on building both!
Thank you! 🙏
Thank you so much for sharing these valuable tips and suggestions. Your Substack indeed is a reflection of confidence and self assurance, something to learn from you. I really appreciate that. 😇
Thanks for this Mack. I try my best to be active, comment and restack here and there - could probably do a better job. I am now sharing more of my personal journey so there is improvement. Appreciate all your work!
Great read. Thank you for spying on people. I appreciate it!😉
I definitely agree with this. And I see the difference even within my own self. There are times where I feel like I’m everywhere on Substack! And even other times (like recently) where I’ve been less active on other people’s Notes and articles.
I’ve noticed times where I do a slew of comments, and then pretty quickly it seems like the algorithm responds!
Thanks for sharing these Notes!
Also +1 to Kim being amazing!
Hi Mack! Hope you’re well. Question for you: Can you give me an example of what you meant by people who only write about themselves and don’t grow vs. people who share their life experiences and do grow? Thanks in advance!
Hi Sophia! I meant the people who only focus on their own content and act as publishers, without engaging with other peoples content, those people aren’t typically growing as much as the people who are engaging with others. Sharing life experiences is almost always a plus and makes content more interesting. I understand not everyone is able to share personal experiences, or wants to. Hope that helps!
Ahhh got it. That makes sense. Thanks and enjoy your weekend!
Hi Mack. This is great advice! You detailed the difference well between those who are growing and those who aren’t. Great article!
Hi Janeica! Thank you so much! Happy Friday!
You’re welcome! Happy Friday to you, too! I may be in a third category. Not sure why I’m on this platform, yet. Lol. 😂
Hi Mack. I am growing. I have a lot of followers, but I can't seem to get them to convert. I write fiction in THE NOVELLA ZONE, and have been expanding into other areas. Still, my subscriber rate goes up and down like a yo-yo. It's taken me a month to gain ten subscribers. It isn't that I'm not getting them, but people are leaving just as fast as they're signing up. And NO ONE is converting to paid.
I understand how fiction is a difficult sell. People seem to think they shouldn't have to pay to read a story. But like I said, I have been spreading myself out. I do readings on Monday nights, and poetry readings on Thursdays. I have a serial I put out every Wednesday behind the paywall. I also write novellas-- obviously, since I'm in the Novella Zone -- which I put out on Saturdays in a section I call STORIES, AFTER EIGHT. Those are FREE, and always will be.
I've recently published an eBook of three novellas, which I call TRILOGY, with the idea of making it a series. It seems I spent more time trying to market myself than I do trying to interact with others 'Stacks. I figured out pretty quickly that fiction is a hard sell, and all I can do is just keep plugging away. But I can take your advice here and try to implement it
Ben, thank you for sharing this so honestly and I want to address a few things specifically because your situation is more solvable than it might feel right now.
First, the good news: you're already doing several things right. You're consistent, you're creating in multiple formats, and you clearly care deeply about your work. That foundation matters.
But here's what caught my attention: You mentioned you've been spending more time marketing yourself than engaging with other stacks. That's likely the biggest lever you have right now. Fiction is a relationship sale more than almost any other genre on Substack, readers don't pay for stories from strangers, they pay for stories from writers they feel connected to. The engagement work isn't a distraction from building your audience. It IS building your audience.
The churn you're describing, gaining and losing at the same rate, is almost always a relationship problem. When someone subscribes, what happens in the first 7-10 days? Do they get a personal welcome? Do they know exactly what they're signing up for and what to expect? If that window is empty, a significant portion of new subscribers will drift before they've had a chance to fall in love with your work.
On the paid conversion side, the serial behind the paywall is a smart instinct, but the question is whether free readers can see clearly enough what they're missing. Not just that there's a serial, but specifically why THIS serial, why NOW, what they'll feel when they read it. Show them the door vividly before you ask them to open it.
Your instincts as a writer are to publish your work and market it so readers are interested. My advice would be to focus a bit more time on engaging with current and potential readers on their Notes and posts. Once you start building personal relationships with these people, then they become far more invested in your work, and begin to adopt a supportive mindset. They begin to think about going Paid as a way to support this writer that they enjoy interacting with on Substack.
You've got the publishing side nailed down. I think if you could start beefing up the participant side as well, you'd be in great shape.
..."Show them the door vividly before you ask them to open it..."
Love this line.
Thank you, Tom!
Thanks for that Mack. I think my problem is that I sometimes feel I'm intruding. (Old habits from an old man, I suppose.) I don't know why I haven't sent emails to my new subscribers. I've read how others have done it, but never implemented it myself. (No excuse for that, is there?) That changes today. In fact, I just went on Chat and made a sales plan for my new eBook, TRILOGY I: The Bridges of Rome. I plan to use that as an enticement for people to convert to paid.
Again, thank you for your prompt reply, and can I interest you into subscribing for a reasonable $30/year, and a free copy of my eBook?😆 I'm glad to see that you recognize how fiction is a difficult sell as far as Substacks goes, and though my climb has been slow and gradual, it is growing.
I appreciate the offer (and you taking the initiative), but I’m not the target audience for your work since I’m not familiar with it. You want to target regular readers who comment often. Look for clues like if they ask you “hey what’s included in your Paud offer?” Or if they mention they appreciate your work, like to support writers, etc. and you will hear more of these clues from readers the more you engage with them.
That’s okay. I knew that when I offered it. In fact, right now, even as we speak, I’m going through my mail and sending thank you invites to all my most recent subscribers. I’m a slow learner, but I do get it eventually! 🤣
As always, great advice here for anyone looking to grow their Substack ✨💫
Thank you so much, Shannon ☺️
Some excellent tips here Mack. I am slowly growing at a pace that enables me to check out and visit each new subscriber( I love that). I also love that you talk about engaging - this is paramount in so many aspects of our real lives - and truly magic in substack. Plus - honestly - there are so many really cool people to engage with here!
Thank you for another great post!
Good morning from Australia!
Thank you, Cecelia! I agree with you, I love being able to keep up with my Paid subscribers individually, but I also know this won't scale forever. Another reason why I think people need to enjoy being small, it lets you have deeper relationships with fewer people. Thank you for your thoughtful comment, as always :)
And good morning!
Creator: "Why isn't anyone reading my work?"
Also creator: hasn't commented on another person's post since the Obama administration.
😬
pretty much Chad!
It's amazing, isn't it???
Thank you, sis!
you are welcome :)
It’s a publishing platform and it’s still social media! I’m on Substack to connect with others, otherwise I’d just go back Kit only.
Right? I ran Backstage Pass for a decade on MailChimp. I couldn’t stick with it cause there was no social element. I got maybe 10 replies in 10 years! Substack is a different world ☺️
Yes! I was religious about sending my weekly email for years. I’d get a few replies here and there but it rarely turned into money. This is more fun.