In-Post Context: An Overlooked Strategy for Getting More Substack Subscribers
This is easy to implement today
Hi there, Substackers!
This week I want to share a powerful strategy for converting casual readers into subscribers, inspired by the publications I reviewed in the Substack audits I did last week. This strategy is easy to implement, and I’m often surprised that more publications aren’t using it.
Intro and call to action (CTA) above the fold
When new readers find your work - say by clicking through to a post you’ve shared on social media - you want them to understand that they are reading a newsletter they can subscribe to. And you want them to know what it is about, and what they will get when they subscribe.
If you don’t show them they’ve landed on a newsletter post, your reader will probably assume they are reading an ordinary blog post. They’ll probably be bracing for advertisements and pop-ups too.
Imagine their joy when they discover your post is high-quality and ad-free! They’ll be dying to subscribe. But only if they know they can.
That means every post you publish has to have some sort of introductory spiel and a call to subscribe (CTA) near the top of the page. Marketers refer to the top part of the page as ‘Above the fold’ - a term carried over from newspaper publishing days.
A post without an intro and a CTA is a wasted opportunity. Without them, casual readers who click through from social media…
- Don’t know they have landed on a newsletter post;
- Aren’t sure if the post is really meant for them or not;
- Don’t know if other posts from you will interest them;
- Are less likely to subscribe.
You can present your introduction as a short italicized note with a link to your About page, or use the ‘Subscribe with caption’ button. Make sure to include a brief description of what readers get when they subscribe.
Heads up! The introduction in your email header is not a replacement for the introduction and CTA in the body of the post. New readers who click through from social media don’t see your email headers!
If you are worried about ‘spamming’ your current readers with Subscribe requests you can add the CTA after you have emailed the post, but before sharing it to social media.
Don’t worry too much about the ‘spamminess’ though. I bet you barely noticed the CTA near the top of this email from me. You are so used to seeing it by now you probably tuned it out. It’s there for new people, dear readers, not for you!
Example
The newsletter Flagging Down the Double E’s has a CTA near the top of every post which says “Flagging Down the Double E’s is an email newsletter exploring Bob Dylan concerts throughout history. Some installments are free, some for paid subscribers only. Sign up here: [Subscribe button]”
So there you have it, a simple strategy to convert casual readers into subscribers, who will soon become your raving fans. All you need to do is include a little introduction and a personal request to subscribe near the top of every post.
Have a wonderful Easter, if that’s your thing, and a great week,
Karen
P.S. Want to learn more about my Substack audit services? Click here.
I know Substack probably won't see this, but I'd love it if we could customize our CTA with the subscribe button and not have to manually re-write it each time. In other words, change the default wording that comes with the subscribe with caption button. Adding the subscribe with caption button is so easy, but revising it each and every time to say what I want to say gets tedious, so I often don't.
This is brilliant! I've wanted to do this but using italics will help. So many people read my newsletter say they like it but don't subscribe. I don't think they know they need to!