As usual, brillliantly said. So much good information. Obvious when you think about it. But, of course, I hadn't thought about it! Hadn't connected the dots! Thanks for helping us newbies on Substack.
OK, I used to think, I really, really did, that my intro to my newsletter was pretty good. Then, I read your post. Rock solid insight! I’m revising. Thank you.
Thank you. This is a great reminder. Communicating the offer clearly is my next challenge. Going back through my intro email and descriptions this week.
Thank you for this light bulb. I had done all of the audience thinking and planning, only to read this and realize I was nonetheless wasting my subscribe captions day in and day out, saying things like, "Do you like this? Maybe subscribe!" Of course, a visitor says, "Like what? I just got here..."
Your insights consistently reach novices, experts, and whatever I am.
My newsletter is about the relationship between humans and AI, providing insights based on scientific papers. I chose a specific angle, but this issue of yours definitely helped me to make it more appealing to people and focus on who my readers would really be. Thank you!
Thanks Karen for another very thought-provoking post. I wonder how to apply this to my own planned writing, which is still in its infancy. I mostly think about societal trends and most of my ideas are takes on them, but I also like to write about the meta-topic of writing itself and vignettes about personal life and how it relates to bigger, more universal ideas. I guess I am not far enough along the journey to offer something concrete, but I will keep your advice in the back of my mind.
I’m in the stage as you Simon here on substack. Though I totally acknowledge what Karen says, I also want and need to keep this writing free of strategy so I can keep joy and inspiration. If the goal is to get more subscribers free and paid then you need to think of this strategy. If your goal is to first commit to yourself and your writing and then share with everyone who wants to read then do as you feel. Keep the joy flowing !
Thank you for sharing this, Karen, and for your personal experience story! A clear call to action is something I think I'm missing, and will start implementing now!
This advice makes a lot of sense but is hard to implement when you have multiple audiences reading your posts for different reasons. Any thoughts about how to do it in this case?
This is a common problem. I actually face it in my paid publication. The answer is to choose one of your 'multiple audiences' and write (mostly) for them. Make concessions for the other types of people, but focus on your main people.
For example, I write my paid newsletter for food safety professionals who work for food companies. A huge proportion of my subscribers are not those people, but include journalists, consumers, nutritionists, analytical chemists... etc. etc., These different readers have different knowledge levels, needs and interests.
But I don't write for everyone, I just focus on my core audience. If I tried to write to please everyone, my newsletter would be an unfocused mess and no one would read it. So I write mostly for my primary (favourite) audience and make small concessions for other readers. For example, I add explanations of technical ideas and avoid overuse of acronyms so non-expert readers can follow along if they wish.
If you follow this strategy your core audience will love your work more and your other audiences will tolerate/follow-along/enjoy. Plus your messaging will become clearer because you aren't trying to appeal to too many different types of readers.
I share this question too, as I’m also thinking abt multiple audiences. Maybe that’s a problem in and of itself? Interested in hearing Karen’s response.
I mainly post short fiction, but also essays, film critiques, reviews of music or any other cultural/arts topics I find interesting, and at a certain point, I will offer a serialized novel. My approach is not very utilitarian, I'm afraid.
As usual, brillliantly said. So much good information. Obvious when you think about it. But, of course, I hadn't thought about it! Hadn't connected the dots! Thanks for helping us newbies on Substack.
Your posts are a much needed kick up the bum! Thank you for the great advice Karen.
OK, I used to think, I really, really did, that my intro to my newsletter was pretty good. Then, I read your post. Rock solid insight! I’m revising. Thank you.
Thank you. This is a great reminder. Communicating the offer clearly is my next challenge. Going back through my intro email and descriptions this week.
Thank you for this light bulb. I had done all of the audience thinking and planning, only to read this and realize I was nonetheless wasting my subscribe captions day in and day out, saying things like, "Do you like this? Maybe subscribe!" Of course, a visitor says, "Like what? I just got here..."
Your insights consistently reach novices, experts, and whatever I am.
Loved the opening story Karen. Very useful post as usual.
Thanks, Karen! As you know, I had struggled with this, so thanks for help getting on track. The fine tuning continues…
Just sub to this newsletter! This is one of the best thing to read this week. Thank you.
My newsletter is about the relationship between humans and AI, providing insights based on scientific papers. I chose a specific angle, but this issue of yours definitely helped me to make it more appealing to people and focus on who my readers would really be. Thank you!
Thanks Karen for another very thought-provoking post. I wonder how to apply this to my own planned writing, which is still in its infancy. I mostly think about societal trends and most of my ideas are takes on them, but I also like to write about the meta-topic of writing itself and vignettes about personal life and how it relates to bigger, more universal ideas. I guess I am not far enough along the journey to offer something concrete, but I will keep your advice in the back of my mind.
I’m in the stage as you Simon here on substack. Though I totally acknowledge what Karen says, I also want and need to keep this writing free of strategy so I can keep joy and inspiration. If the goal is to get more subscribers free and paid then you need to think of this strategy. If your goal is to first commit to yourself and your writing and then share with everyone who wants to read then do as you feel. Keep the joy flowing !
Thanks for the prompts, Karen! I'm going to go away and have another go at writing out my offering in this way now.
Great exercise that I am going to work on for my own newsletter! Thanks for sharing
Thank you for sharing this, Karen, and for your personal experience story! A clear call to action is something I think I'm missing, and will start implementing now!
Great advice. So hard to fix though. I'll complete the exercise you suggested 🙏
This advice makes a lot of sense but is hard to implement when you have multiple audiences reading your posts for different reasons. Any thoughts about how to do it in this case?
This is a common problem. I actually face it in my paid publication. The answer is to choose one of your 'multiple audiences' and write (mostly) for them. Make concessions for the other types of people, but focus on your main people.
For example, I write my paid newsletter for food safety professionals who work for food companies. A huge proportion of my subscribers are not those people, but include journalists, consumers, nutritionists, analytical chemists... etc. etc., These different readers have different knowledge levels, needs and interests.
But I don't write for everyone, I just focus on my core audience. If I tried to write to please everyone, my newsletter would be an unfocused mess and no one would read it. So I write mostly for my primary (favourite) audience and make small concessions for other readers. For example, I add explanations of technical ideas and avoid overuse of acronyms so non-expert readers can follow along if they wish.
If you follow this strategy your core audience will love your work more and your other audiences will tolerate/follow-along/enjoy. Plus your messaging will become clearer because you aren't trying to appeal to too many different types of readers.
I share this question too, as I’m also thinking abt multiple audiences. Maybe that’s a problem in and of itself? Interested in hearing Karen’s response.
Hi Erica, I responded to Fernando's question about multiple audiences. Hope it helps you too. Karen
Thank you, and yes, very helpful perspective.
I mainly post short fiction, but also essays, film critiques, reviews of music or any other cultural/arts topics I find interesting, and at a certain point, I will offer a serialized novel. My approach is not very utilitarian, I'm afraid.