I absolutely love this Karen. I'm one of those stagnating-but-doing-everything-right peeps. Kudos to you for saying the elephant in the room about some topics simply being harder to grow. Although I think I'm the other one, I had a meteoric rise that slowed down and now growth isn't as fast as I'd like.
"Comparison’s a recipe for despair: avoid it if you can."
Love that line, Karen! Thank you. It's important for me, and most likely all of us, to "watch/observe" that strategic mind, which is always comparing, rather than buying into it what it says.
Every successful publication has an effective offer.
Here’s an exercise that will help you to dissect offers, so you can reverse engineer them for yourself.
Choose 5 successful publications in niches different to yours. Find them here: www.substack.com/browse.
For each publication, ask yourself these questions:
Who is this publication for (is it clear or not? how do you know?)
What do free subscribers get?
What do paid subscribers get?
What do you expect to find when you browse this publication’s posts? What’s on the homepage? Is it clear what is inside each post? Do the posts deliver on the implied promise?
Who is the creator? Do you get a sense of who they are and why you should trust them?
Make notes about how these ideas have been conveyed by the creator, and ask yourself how you could do something similar in your topic.
If they have more than a few thousand subscribers, or are a bestseller (many paying subscribers) then their offer is good.
Ironically, the most typical comment about my work, showcased in Wildlands and in communities is, "You are doing exactly what is needed, please keep going."
I have a hard to grow topic and am doing all the things mentioned in your essay.
How does one keep going when they are pioneering and revolutionizing healthcare? And, people are too distracted to help share my work, or don't quite understand it yet, as it is ahead of its time. I've been growing this work for several years, it is complex, intense, and fascinating. It's a niche.
Please support work to help increase health, well-being, connection with nature and reduce harm. I've supported a lot of people to do their thing, many times, they are inspired by my work.
If people don’t quite understand it yet, it’s your job to raise awareness and help them to understand.
You might find you have two distinct audiences. One audience is the ‘converted’ who already know what you are talking about and say “You are doing exactly what is needed, please keep going." Write 50% of your content for them. Don’t dumb it down for them, go nerdy and deep. They will love you for it and spread the word to other ‘converts’.
Your second audience are the ‘not yet converted’, the people who don’t get it yet. Write introductory stuff for them, stuff that seems way too obvious for you and your ‘converted’ tribe. Introduce concepts at the most basic level, and coax them into the topic slowly.
Your second audience, these are people who will come on the journey with you, start to appreciate the deeper parts of your work and ultimately become your raving fans and ambassadors. But only if you invite them in with simple, lower-level ideas.
I discovered the two audience dilemma in my science-y Substack (published under a different account) some time ago and it’s been a game changer for me, knowing I need to serve up content for both groups. Has definitely helped grow my subscriber base and revenue.
Every time I read a post like this, I promise myself I’m going to hone my offer. Your post was so valuable that maybe this time I’m actually going to do it. Thanks! 🤗☺️
Karen tells it like it is: maybe your topic is not of interest. Tough love!
Thank youuuuu for sharing. Helpful and I will apply not all but..... May tell you how it goes or not if it explodes! 🤭
This is one of the most helpful pieces I’ve read about Substack growth - very practical and not overwhelming for an introvert with something to say 😉
I absolutely love this Karen. I'm one of those stagnating-but-doing-everything-right peeps. Kudos to you for saying the elephant in the room about some topics simply being harder to grow. Although I think I'm the other one, I had a meteoric rise that slowed down and now growth isn't as fast as I'd like.
So you completely nailed it :)
Really helpful insights. Have subscribed to learn more.
This list is really helpful. Thanks Karen.
"Comparison’s a recipe for despair: avoid it if you can."
Love that line, Karen! Thank you. It's important for me, and most likely all of us, to "watch/observe" that strategic mind, which is always comparing, rather than buying into it what it says.
Thank you for this insight.
So helpful!
Fantastic! What are some examples of offers that work on substack? 😀
Hi Lisa, great question!
Every successful publication has an effective offer.
Here’s an exercise that will help you to dissect offers, so you can reverse engineer them for yourself.
Choose 5 successful publications in niches different to yours. Find them here: www.substack.com/browse.
For each publication, ask yourself these questions:
Who is this publication for (is it clear or not? how do you know?)
What do free subscribers get?
What do paid subscribers get?
What do you expect to find when you browse this publication’s posts? What’s on the homepage? Is it clear what is inside each post? Do the posts deliver on the implied promise?
Who is the creator? Do you get a sense of who they are and why you should trust them?
Make notes about how these ideas have been conveyed by the creator, and ask yourself how you could do something similar in your topic.
If they have more than a few thousand subscribers, or are a bestseller (many paying subscribers) then their offer is good.
Enjoy the process, and let us know how you go.
Karen,
Ironically, the most typical comment about my work, showcased in Wildlands and in communities is, "You are doing exactly what is needed, please keep going."
I have a hard to grow topic and am doing all the things mentioned in your essay.
How does one keep going when they are pioneering and revolutionizing healthcare? And, people are too distracted to help share my work, or don't quite understand it yet, as it is ahead of its time. I've been growing this work for several years, it is complex, intense, and fascinating. It's a niche.
Please support work to help increase health, well-being, connection with nature and reduce harm. I've supported a lot of people to do their thing, many times, they are inspired by my work.
Your thoughts? Thank you.
Hi Robin,
Hard to grow topics are hard, yes.
If people don’t quite understand it yet, it’s your job to raise awareness and help them to understand.
You might find you have two distinct audiences. One audience is the ‘converted’ who already know what you are talking about and say “You are doing exactly what is needed, please keep going." Write 50% of your content for them. Don’t dumb it down for them, go nerdy and deep. They will love you for it and spread the word to other ‘converts’.
Your second audience are the ‘not yet converted’, the people who don’t get it yet. Write introductory stuff for them, stuff that seems way too obvious for you and your ‘converted’ tribe. Introduce concepts at the most basic level, and coax them into the topic slowly.
Your second audience, these are people who will come on the journey with you, start to appreciate the deeper parts of your work and ultimately become your raving fans and ambassadors. But only if you invite them in with simple, lower-level ideas.
I discovered the two audience dilemma in my science-y Substack (published under a different account) some time ago and it’s been a game changer for me, knowing I need to serve up content for both groups. Has definitely helped grow my subscriber base and revenue.
This photo is iconic
Every time I read a post like this, I promise myself I’m going to hone my offer. Your post was so valuable that maybe this time I’m actually going to do it. Thanks! 🤗☺️
Thank you for sharing this, very helpful 😊
So helpful for a newcomer. Thanks for sharing your insight.
Ty.