Book Authors, Why Not Focus on The 95% to 99% (Who Will Never Pay For Your Newsletter)
I’m not kidding. Advice from a bestselling Substack writer and marketing expert.
A few days ago I became a “bestselling” Substack writer.
When you reach more than 100 paid subscribers you get an orange badge.
It looks like this:
Freaking bonkers!
Someone asked me how long it took to get this badge. I could say “three weeks” from enabling the paid button and getting the badge but this would be misleading.
I’ve been writing on Medium for more than three years now.
I’m also creating YouTube videos and am an online course instructor.
I’m not yet a book author but I’m writing a book.
Especially book authors and those who want to publish their books in 2024 reached out to me and asked me when the perfect time would be to go paid.
And how much I think they could earn. Whether it’s a full-time income.
So let’s get things straight.
Let me share some background information first:
In 2017, Substack arrived
A simple tool for launching paid newsletters.
It was clear from the start: newsletters are key.
They connect you directly with your fans.
No middlemen.
No publishers or bookstores.
Just you and your readers.
Starting a newsletter is straightforward
Share your journey, your updates, and insights into your writing life.
It’s all about engaging with those who appreciate your work.
But what if you’re starting from zero?
No readers, no published work?
Substack still offers a path.
It’s about creating something valuable, something that attracts attention.
It’s the same whether you’re blogging, podcasting, or making videos.
Content is king.
Substack isn’t just another email tool
It’s a platform betting on creators.
It thrives when you start charging for your content. But that’s a challenge. Not everyone will pay.
Yet, Substack advises a mix: offer valuable content for free, reserve some for paying subscribers.
The most successful newsletters understand this balance.
Substack’s visibility is its advantage
Your work becomes more discoverable, and shareable.
With Notes (launched in April 2023) you can enhance your visibility.
It’s a built-in community and social media platform inside Substack. Writers and readers, engage and grow together. This network effect is powerful.
Yet, growth isn’t automatic. You need a strategy. And this strategy is not “getting paid”.
It’s value, entertainment, something people want.
It’s to know your audience and craft compelling headlines.
And it’s a different game from traditional writing.
So you have to use it wisely.
All the energy you put into thinking about “getting paid”, how much to charge, what content to provide etc., better focus on those free subscribers which is the majority of about 95% to 99%!
Historically a newsletter used to be free
Writers made money when they sold a service, product (their book) or consulting.
Focus on those 95% to 99%!
It’s about keeping those who’ll support your next book engaged.
Treasure that connection.
Getting paid isn’t the only path!
A free newsletter, focusing on your readers, remains essential if you want to “sell” anything later.
In addition, your readers need to fall in love with your writing.
Especially if you’re a small indie writer.
I’m not an author looking to sell my book but if I were, I wouldn’t focus too much on becoming a paid newsletter writer.
I’d invest in my email list and nurture those 95% to 99% who won’t become paid subscribers but are willing to buy a standalone product and make a one-off choice!
If you want to sell our book focus on selling your book and..
- share what you’re working on
- announce any fresh news you’ve got
- provide a schedule of upcoming events
- present chances to engage and interact
- give a sneak peek into your daily life as a writer
- include thoughts on other writers whose work you find interesting
- link to your (published) book
- …
Don’t add more pressure on your shoulders by trying to become a bestselling Substack writer.
Tell me, are you an author wanting to start an email list on Substack?
My Online Writing Club newsletter keeps you updated and helps you focus on what truly matters. I would love to help you get started and grow your newsletter.
Learn more about Substack’s new recommendations engine: