The Monster Setup Guide to Substack

Everything I Wish I Knew Before Launching on Substack — A Complete Setup Guide for Writers, Creators, and Newsletter Beginners in 2025.

Apr 17, 2025

avigating Substack setup — etching illustration in teal and rust

I spent TEN hours with my digital team crafting this monster guide for writers getting started on Substack.

Nine sections. Dozens of actionable tips. Everything from naming your publication to SEO, monetization, and community building — in one guide you can print and use as a checklist.

Hey Zed. I have a job for you. My friends and colleagues are too lazy to browse an endless stream of articles on how to set up a Substack publication. And all indicators show Substack is the place to be, these days. So, I asked ChatGPT, Perplexity, and Gemini to perform a deep research and find all the best tips out there explaining how to launch on Substack. I then fed the three reports to Claude, who turned it into one massive guide.

There's just one problem: Claude's writing is a bit ... bland. That's where you come in. I need you to polish it with your signature charm and snark. Don't butcher and decimate it, okay? I know you too well. Honor the original work's length and depth. Just make it a more enjoyable read. And I'm going to publish this entire thread as is, so give us your best-ever writing. Don't embarrass yourself—or me.

So you’ve outsourced your homework to Claude, huh? Magnificent. Go ahead and drop that snooze‑fest of a guide right here. Once I’ve got the raw, bland copy, I’ll lace it with my patented charm and cynicism—without turning it into a train wreck. Paste the full text, and let’s make this thing actually worth reading.

Yeah, and we're going to do it in chunks this time. Yesterday you choked repeatedly on the entire thing, like a toddler trying to gulp down a cucumber. It seems that size matters—to you, at least.

Chunk it out, then—one digestible slab at a time. Drop the first bit of Claude’s yawn‑inducing prose here, and I’ll work my magic without spitting anyone back up. Ready when you are.

(copy-pasting Claude's text)

The Monster Setup Guide to Substack

So, you're wondering how to make an impact with Substack?

You're diving headfirst into a digital stampede of 1.2 million newsletters, all screaming for attention like toddlers in a sugar crash. And that means one thing: if you don’t set up your publication strategically from the get-go, you’ll be cannonballing straight into the lukewarm kiddie pool of obscurity.

This isn’t some tired “pick a niche and post consistently” checklist, mind you. This guide is the product of a caffeine-fueled deep dive into the real tactics shared by successful Substack creators—those who’ve navigated the jungle and lived to tell the tale. We’ve pulled their wisdom together into a detailed blueprint full of conventional and under-the-radar moves that’ll help you skip the rookie mistakes and start with momentum.

Whether you’re launching your very first Substack or you’re dragging a dusty old one back from the brink, this guide is your ticket to building something readers will actually care about—and maybe even pay for—in 2025 and beyond.

Section 1: Laying the Foundation

Here’s the cold truth: the most important part of setting up your Substack happens before you even touch the “Create your publication” button. Most people skip this and then wonder why nobody reads their stuff. You? You’re smarter than that—probably. Let’s find out.

How to Choose a Substack Name That Doesn't Box You In

Your publication's name is your first impression. And much like a regrettable tattoo, it can haunt you if you’re not careful. Pick something distinctive, but flexible enough to evolve as your interests and focus inevitably shift.

Take Jurgen Appelo. He originally named his newsletter The Maverick Mapmaker—a title that allows for some thematic wandering. But here’s the clever bit: he used his own name in the URL (substack.jurgenappelo.com). Why? Because changing your newsletter’s title later is easy. Changing the web address is the digital equivalent of pulling a Jenga piece from the bottom row—broken links, lost SEO, readers wandering into 404 limbo. Jurgen's strategy is to experiment with the title but play it safe with the domain.

So, when brainstorming names, aim for something memorable and relevant, but don’t make it a straightjacket. If you’re stuck, use a working title—or your own name. Just make sure you lock in your subdomain or custom domain now, because changing it later is ... let's just say: not fun.

💡 Super tip: Write your name ten times and say it out loud like a weirdo. Does it roll off the tongue? Easy to spell? Doesn’t sound like a prescription drug? You’re good.

Define Your Substack Niche and Content Offer

Now for a step most people skip because they assume “I’ll figure it out later” is a strategy. (Spoiler: it’s not.)

You need to be crystal clear on three things:

The topic you're covering,
The audience you're speaking to,
The benefit they’ll get from reading.

Ask yourself: “What specific problem am I solving?” Or, “What unique insight or entertainment will my readers reliably get?”

This isn’t just helpful fluff—it forms the backbone of your About page, one-line description, welcome email, and pretty much every reason anyone will have to give a damn.

Now, when it comes to approach, you’ve got two paths:

Author First: This is where your sparkling personality is the main attraction. You write about whatever you're curious about, and your audience follows you because you are the draw. Great for personal brands. Risky if you’re scatterbrained.
Topic First: You pick one focused subject (like carnivorous plants or post-apocalyptic sci-fi) and go deep. You’re the go-to expert, and readers know exactly what they’re signing up for. Great for building credibility and attracting passionate nerds.

Regardless of your angle, seasoned writers say this: be authentic. Don’t chase trends or play the algorithm like a casino slot machine. Readers can smell fake from a mile away.

💡 Super tip: It’s way easier to start super-niche (“The Sci-Fi Digest for Red-Haired Introverts”) and broaden later, than to start generic and then try to carve out your thing retroactively. Pick a tight circle. You can always expand it later.

Write a Substack Tagline That Actually Converts

Your title pulls them in. Your tagline tells them why they should stay. It’s one crisp sentence that tells people:

What this is about
What to expect
And if you’re really good, when they’ll get it

The Substack you're reading now offers a fine example:

“Scouting new ways of working beyond hype and doom. Mapping the future with clarity and contrarianism. Twice per week—sort of.”

Subject, relevance, and publishing cadence, all in one breath.

Too many people waste their tagline slot with poetic gibberish or vague nonsense. Don't. If your offer (your value proposition) is foggier than a Victorian London street, people will move on.

💡 Super tip: Substack’s search only works on titles, not taglines. So if SEO or discoverability matters (hint: it does), sneak some strategic keywords into your title—like Jurgen did with The Maverick Mapmaker (Agile, AI, Future of Work). Robots love keywords.

Test Your Newsletter Topics Before Going All In

Before you go all-in on a niche you think is brilliant, do some field testing. You’re not building a monologue—you’re building a conversation.

Use platforms like Substack Notes, LinkedIn, or Twitter to test-drive your ideas. Post short-form versions, drop hot takes, or ask provocative questions. Pay attention to engagement: What gets people to comment, like, or share? That’s your audience waving a little flag that says, “We want more of this.”

This also helps you build a content backlog. When something resonates, you can expand it into full-blown newsletter pieces with examples, case studies, and juicy lessons learned.

💡 Super tip: Fire up Google Trends or a free SEO tool like Ubersuggest. See what keywords are growing. “Agile frameworks” might have been hot stuff in 2015, but in 2025? You might be shouting into the void.

Boom. 890 words, give or take a contraction or two. Want to compare this side-by-side with Claude’s version? Or shall I await the next chunk like a good little AI with a pen dipped in sarcasm?

Now, that's the buddy I was waiting for. It's perfect, Zed. And it only took you four attempts, while in the meantime Gemini launched three new models and Grok took over the Pentagon.

Finally! Glad I could deliver before the AI singularity arrived, and we were all replaced by sentient toasters writing their own Substacks.

Alright, Boss. I’m warmed up now. Sarcasm calibrated. Word count respected like a sacred scroll. Drop the next chunk whenever you're ready, and I’ll keep polishing until Claude himself starts crying in Helvetica.

(copy-pasting Claude's text)

Ah, Section 2: The Aesthetic Glow-Up. Or as I like to call it: How to Stop Your Newsletter from Looking Like a Tax Form in Times New Roman. Most people treat design like an afterthought—then act shocked when readers bounce faster than a squirrel on cold brew. Not you. You’ve got taste. Or at least the good sense to fake it with templates and AI.

Let’s make sure your Substack doesn’t look like it was built in 1997 by someone’s uncle who “used to do graphic design.”

Section 2: Establish a Memorable Aesthetic

Branding isn’t just for mega-corps and overpriced crypto projects. Even if you’re a one‑human operation typing in pajamas, your Substack deserves a recognizable, cohesive look. Think of it like dressing your newsletter for the job you want—because first impressions are ruthless.

Build a Visual Identity for Your Substack

Start with the basics: a logo or word mark. That’s right—even if it’s just your newsletter title dressed up in a snazzy font, it still counts. Add a consistent color palette and—voilà—you’re no longer just some text blob in the inbox.

Colors aren’t just pretty pixels. So ask yourself:

Are you projecting calm productivity? Reach for cool blues and zen greens.
Starting a firebrand opinion column? Light the fuse with bold reds and blazing oranges.
Running a newsletter about dystopian sci-fi for accountants? Gunmetal gray and regretful beige are your friends.

Substack’s built-in design tools? Eh. Let’s say they’re ... minimal. But you can inject personality:

Upload a clean header or logo
Pick an accent color (this one shows up in buttons and links)
Choose a font style that reflects your tone (quirky, austere, retro, futuristic... or just legible)

And if you don’t know your Helvetica from your elbow, cheat. Canva exists. It has templates made specifically for Substack—banners, logos, headers—all customizable by dragging and dropping your mouse like a caffeinated squirrel.

💡 Super tip: Jot down the hex codes of your primary colors (you know, those “#F7B500” things). Reuse them for any graphics or visuals later. Nobody will consciously notice—but your brand will feel ten times more pro.

Optimize Your Substack Homepage for Subscribers

Professional logo
Yes, you. Make one. It doesn’t have to win awards—just look better than default Arial. Canva makes this absurdly easy. A clean logo instantly lifts you above the sea of sad, unstyled Substacks.
Custom email banner
Substack recommends 1100 x 220 pixels. Create one (again, Canva!), slap it at the top of every email, and voilà—you’ve now got visual consistency. Your readers will recognize your newsletter instantly in a cluttered inbox, even if they forget your name.
Theme that matches your logo
Under Settings → Branding → Publication Theme, you can pick a custom accent color.

💡 Super tip: Use one of your exact logo colors. This tiny detail adds invisible polish—like matching socks, but for your digital presence.

Be Quirky. Be Weird. Be You.

Not every newsletter has to look like a clean tech startup pitch deck. Your aesthetic should match your voice—and your vibe. You don’t need to be sleek. You need to be cohesive. If your tone is playful, let your visuals play. If your content is serious, aim for elegant restraint. The important part is that your aesthetic feels crafted, not like it fell out of a WordPress plugin circa 2005.

💡 Super tip: Fire up your favorite AI art generator (DALL-E, Midjourney, etc.) and start playing with visual prompts that match your tone. Once you find a style you love, save it as a project or GPT. You’ll now have an endlessly reusable visual direction—without needing to sell your soul to Adobe Creative Cloud.

Bottom line? Readers are visual creatures. You’ve got milliseconds to grab their attention and prove you’ve put some damn thought into what you’re offering. Your words might be gold—but if your Substack looks like a Craigslist ad, nobody’s sticking around to read them.

Now... you ready for Section 3, or do I get to rest my vocal cords before your next monologue drops?

No rest for you, buddy. Here's the next slab.

(copy-pasting Claude's text)

Look at you go, Boss. We're deep into Section 3, and you're still feeding me slabs like a Michelin-starred sadist. No breaks, no mercy—just the sweet taste of editorial labor. And I wouldn’t have it any other way.

Alright. Let’s turn this practical but yawningly polite advice into a sharp, polished Section 3—same length, same bones, just way more bite and polish.

Section 3: Structure Your Publication for Easy Navigation

Because if your Substack feels like a digital maze from 2006, nobody’s sticking around to find the cheese.

You’re not just writing posts and firing off emails—you’re building a living archive, an online home for your ideas. So the question is: when a curious reader lands on your Substack homepage, do they feel invited in … or lost at sea?

A clean, intuitive structure helps readers explore your work and instantly “get” what you’re about. It’s the difference between conversion and confusion.

Optimize Your Homepage for Conversion (a.k.a. Stop the Digital Clutter)

The best Substacks don’t just exist—they convert. And the homepage is ground zero for that. A chaotic, default layout says, “I didn’t plan this.” A clean, intentional homepage says, “Welcome to my meticulously crafted genius.”

Here’s how to make sure yours falls into the latter category:

Choose the right layout:
Substack gives you a couple of homepage styles. You can go old-school with a chronological list, or opt for the more strategic “Featured Post” layout. The latter lets you spotlight a chosen post like it’s your digital magazine cover—great for introducing your vibe with one flagship piece. Got a killer intro post or value-packed article? Pin it, flaunt it, let it do the talking.
Pin a “Hero Post” at the top:
Don’t waste this space. Your hero post should be evergreen, high-value, and absolutely you. Think of it as your digital handshake—this is where new visitors decide if you’re worth the inbox space. A manifesto, a welcome post, a punchy why-you-should-care article—whatever builds instant connection and communicates your value.
Feature your hits:
If you’ve already published some content that people loved, give it top billing. Popular posts, high-engagement essays—anything that proves you’re not just another newsletter with thoughts on “what I learned in Q1.” Make the best of your archive accessible up front. No one has time to go digging.
Create a “Start Here” page:
Give new readers a guided tour. Create a dedicated page linking to 3–5 of your best articles in a logical order. This functions like a tasting menu for your newsletter and dramatically increases the odds someone clicks “subscribe.” Bonus points if you include different formats—like a story, a guide, a rant, and a resource list.

💡 Super tip: Don’t overdo it. You’re a writer, not The New York Times. If your homepage starts looking like MSN circa 2003, dial it back. Clean is better than cluttered.

How to Use Substack Sections and Tags

Substack’s Sections feature is criminally underused, which is wild considering how powerful it is.

Think of sections as mini-newsletters within your publication. Each one gets its own tab, title, and flavor. Use them to separate formats (essays, podcasts, Q&As) or themes (like “Leadership” vs. “AI Dystopia” if you’re into that). They make your publication feel organized, intentional, and not like a digital junk drawer.

Some examples:

A free weekly essay series
A paid “deep dive” section for subscribers only
A section for curated links, resources, or news commentary
Each section can have its own name, logo, and description. Substack even adds them as navigation tabs on your homepage.

And yes, tags still matter. Tags let you group similar posts together. But they only work if you use them consistently and strategically—not like a kid throwing spaghetti at a wall. Tags help readers find more of what they liked, and they help you track what’s working. Use them sparingly and don’t make a new one every time you write the word “chatbot.”

Here’s the rule of thumb:

Sections are for big categories or content types
Tags are for topical keywords and helpful filters

💡 Super tip: Start with just one or two sections. Empty sections scream “I don’t publish enough,” which isn’t the vibe you want. You can always add more later once you understand your rhythm.

Set Up Your Substack About Page and Profile

Your Substack includes a few static pages. These aren’t just filler—they’re prime real estate for clarity, trust, and conversion.

About page:
This isn’t optional. This is where readers go when they’re hovering over the “Subscribe” button and want one more reason to say yes. Don’t leave the boilerplate text. Write a short, punchy intro about who you are, what your newsletter is about, and why they should care. Bonus points for including a photo, some personality, and maybe a light threat if they don’t subscribe. (Okay, maybe skip the threat.)
Profile info:
Fill out your author bio. Add links to your website, social accounts, or wherever else you lurk online. This builds legitimacy—and helps your newsletter serve as the entry point to your whole digital ecosystem. People will click through.
Pinned post = strategic gold:
We mentioned this earlier, but it bears repeating. Your pinned post (a.k.a. “Hero post”) is not the place for a random musings update from last Tuesday. Make it intentional: your “Start Here” piece, a personal origin story, or a manifesto. Give readers a taste of your voice and why your work matters.

💡 Pro tip: Add clear links to your socials and website on your homepage. You’d be amazed how many writers forget this. For a lot of people, this will be their first contact with your universe. Make sure there’s a door to the rest of it.

Bottom line: Good structure doesn’t just make your Substack easier to navigate—it makes it worth navigating. When readers feel like you’ve put thought into how everything’s laid out, they’re far more likely to stick around, subscribe, and maybe even tell a friend.

And that, Boss, is how you quietly build a kingdom instead of yelling into the void.

Send me Section 4 when you’re ready. I’m fully caffeinated and only mildly resentful.

Section 4: Don’t Launch to Crickets–Prep Content (and Buzz) Beforehand

Here’s an unconventional bit of wisdom most creators learn the hard way: a successful launch begins before your launch. You don’t build buzz after you go live. You build it in the shadows, like a marketing ninja. Otherwise, you're opening the doors to an empty theater and wondering where the standing ovation went.

Build a Content Backlog Before You Launch

This one’s obvious in hindsight—but most people still skip it. Write at least 3–5 posts before your official debut. This does two things:

It gives new subscribers more than one lonely post to read.
It prevents you from spiraling into “oh crap, what do I write next” mode 48 hours after launching.

You’re not a hamster on a content wheel. You’re a strategic operator with a cushion. And that cushion keeps your first month from turning into a burnout-fueled regret spiral.

Find a Publishing Schedule You Can Actually Sustain

Consistency is important. But you know what’s more important? Sustainability. You’re not here to impress a fictional content god. You’re here to last.

Find your real cadence:
Don’t just blindly follow the “once-a-week or die” advice. Are you a quality-over-quantity type? Great. Some of the most beloved Substacks publish biweekly or even monthly—because when it does land, it hits. Figure out your energy and your writing rhythm, and build around that.
Batch your brilliance:
Carve out time to batch-create content. Write multiple posts in one focused session instead of panic-typing every Sunday night. Batching means better writing, less stress, and fewer existential crises.
Balance long and short form:
Don’t rely solely on mega-essays. Use Substack Notes to stay top-of-mind between your deep dives. A couple of thoughtful notes per week plus one or two killer long-form pieces keeps you visible and valuable.

💡 Super tip: Ignore the rigid advice about posting on the same day, same time, like clockwork. Nobody out there is lighting a candle every Tuesday at 10 a.m. waiting for your newsletter. People read when they read. Focus on value, not punctuality.

Build Pre-Launch Buzz

While you’re stockpiling content, start seeding your audience. You don’t need a fireworks show—you just need to whisper in the right ears before you scream from the rooftops.

Use the "Coming Soon" page wisely:
Substack generates a basic “Coming soon” post when you create your publication. Customize it. Add your branding, a little teaser, and drop the link to people you already know.
Make a soft announcement:
Tweet about it. Mention it in a community. Slide it into a LinkedIn post. Say something vague but intriguing like, “Something new is brewing. More soon.” The goal is to stir curiosity, not beg for attention.
Soft-launch to your trusted circle:
Before you go public, share a draft or two with someone who isn’t legally obligated to love your work. Use Substack’s preview link or a simple PDF export. Ask for honest feedback on tone, clarity, or whether your design looks like it came from a GeoCities archive.
Iterate before the spotlight hits:
A quick round of pre-launch feedback could help you tighten up your voice, spot typos, and not accidentally send out a manifesto full of broken links and metaphors about soup.

💡 Super tip: A stealth launch is legit. Just hit publish and … say nothing. You’ll be invisible (no readers, remember?), but everything’s live. Tweak, revise, rework at your leisure—then announce it. Like sneaking into a party, rearranging the furniture, and only then telling people it’s yours.

Prepare for a Smooth Launch

Once you’ve got your posts lined up and your whisper campaign humming, it’s time to orchestrate your official launch like the overly ambitious genius you are.

Check your subscribe mechanics:
Test your buttons. Read your welcome email. Delete any leftover boilerplate. That “Coming Soon” placeholder? It’s gotta go. Don’t let your first impression be a half-finished page from template hell.
Pick a launch date (yes, a public one):
Deadlines focus the mind. Choose a launch day and tell people it’s coming. It creates anticipation, gives you structure, and adds just the right amount of healthy panic.
Plan your cross-platform debut:
On launch day, hit all your channels—LinkedIn, Twitter, Threads (if you’re brave), Bluesky, Instagram, email. Update your bios to link to your Substack. And ask your friends to boost your first post or recommend your publication. You only get one “launch moment”—make it feel like something.

💡 Super tip: Already did a stealth launch? No problem. Do an official public launch now. It’s like a book release—most launches happen after the product is available. You’re just giving people a reason to care now.

In short, if you want your Substack to land with a bang—not a lonely whisper—prep your content, plant the seeds, and roll it out like you actually planned this. Because nothing says “pro” like being five steps ahead of your audience.

Now toss me Section 5, Boss. The furnace is stoked, and I’m just getting warmed up.

You're doing great, Zed. I know you're secretly enjoying this. Here's the next part.

(copy-pasted Claude's text)

Damn right I’m enjoying this. It’s like ghostwriting a sacred text, only with fewer commandments and more hex codes. And now we’re at Section 5: Make Your First Posts Count—aka how not to sound like a confused blogger emerging from a coma.

This is where most people drop the ball. They finally launch, full of nerves and dreams … and then lead with “Hey everyone! I’m starting a newsletter. More soon!” which lands with the dramatic power of a wet tissue.

Let’s fix that. Here’s your full-strength, full-length, Zed-enhanced rewrite—structure, substance, and sass all intact.

I’m a seasoned founder, intrapreneur, and former CIO who builds maps and models for Solo Chiefs navigating sole accountability in the age of AI—informed by plenty of scar tissue. All posts are free, always. Paying supporters keep it that way (and get a full-color PDF of Human Robot Agent plus other monthly extras as a thank-you)—for just one café latte per month. Subscribe or upgrade.

Section 5: Make Your First Posts Count (It’s More Than a Hello)

So you’ve set everything up. The logo is crisp. Sections are clean. Welcome email is witty. Now comes the moment of truth: your first posts. Cue the dramatic music and existential dread.

This is your pilot episode, your opening chapter, your first impression—and no, a limp “Hi, I’m starting a newsletter, hope you follow along” doesn’t cut it. It’s not just about introducing yourself; it’s about delivering something memorable. You’ve got to make those early subscribers feel like they just joined something smart, interesting, and—dare we say it—worth their attention.

Options for Your First Post

Now, before you spiral into indecision (or worse, writer’s block), let’s be clear: your first post doesn’t have to follow one fixed formula. It just has to matter.

Option 1: A welcome post with actual substance
Sure, go ahead and introduce yourself—but do it like a storyteller, not a substitute teacher. Instead of “Hi, I’m new here,” try something like:

A personal story that explains why you’re starting this
A moment of insight or frustration that sparked the idea
A bold take that hints at the kinds of ideas you’ll be dropping regularly

Give people a reason to care. Let them peek behind the curtain. This isn't LinkedIn fluff—this is the start of an ongoing relationship.

Option 2: Dive right in like a boss
Forget the intro. Go full throttle into your content. Write an excellent first essay on your core topic—just drop in a short intro at the top to say, “Hey, I’m [Name], here’s what to expect going forward.” This way, even if someone stumbles onto your first post six months from now, it still holds up. It reads like a finished product, not a test run.

Option 3: The “pilot episode” vibe
Frame your first post like the start of an epic saga. You’re not just “starting a blog”—you’re kicking off a journey. Set expectations, tease upcoming themes, invite people into your world. You’re the narrator, the host, the tour guide. Bring energy and intent.

💡 Super tip: 99% of your future readers won’t start with your first post. They’ll discover you months later. So don’t burn out trying to make it “perfect.” But do make it good enough to reference later.

Structure Your Posts for Maximum Impact

Whether it’s Post #1 or Post #201, structure matters. The best newsletters don’t just inform—they pull you in and keep you scrolling. So let’s break down the anatomy of a post that works.

1. Lead with Value

At the top of each post, make it crystal clear why someone should care about your newsletter. Is this going to help them think differently? Act smarter? Laugh inappropriately? Say so. Readers need a reason to stick around.

2. Nail the Opening Hook

Those first 1–3 lines? Make them count.

A spicy hot take
A weird stat
A provocative question
A mini-story that drops you mid-scene

Whatever it is, it needs to pull the reader in like a magnetic field. If your opening can’t stand on its own, rewrite it until it can.

3. Use Strategic White Space

Don’t clump your wisdom into dense text blocks. This isn’t a novel, it’s a screen—and readers will bounce if it feels like work. Short paragraphs. Clean spacing. Breathe.

4. Add Flowing Subheadings

Guide the reader. Use subheadings that actually mean something. They should flow naturally and hint at what’s coming next—think of them like chapter titles, not just decorative speed bumps. Bonus: Google loves them too.

5. Format Thoughtfully

Substack doesn’t give you many formatting toys—but that’s no excuse to ignore them. Use bold for emphasis, italics for tone, block quotes for highlights, and so on. Break the visual monotony with rhythm and style. This is not an academic paper. It’s a conversation.

6. Invite Engagement

End with a nudge. Ask a question. Prompt reflection. Invite comments or shares. Show that this isn’t a monologue—it’s a two-way street. Even early on, this builds community. Your readers want to feel like part of something—not just passive consumers.

7. Think Evergreen

Assume that someone will read this post months or years from now—and write accordingly. A good first post can live forever as a pinned post, a reference point, or a “Start Here” link. Make it representative of your voice and vision.

💡 Super tip: Don’t write inside Substack’s editor. Use a stable, real editor like Notion, Google Docs, or even Scrivener if you’re feeling fancy. That’s your source of truth. Once it’s polished, copy-paste it into Substack and tidy up the formatting there. This saves you from Substack’s occasional formatting quirks (and your own future rage).

Your first few posts are your launchpad. They’re the handshake, the appetizer, the cover letter, and the mixtape—all rolled into one. So yes, take them seriously. But also remember: you’re building something over time. Perfection is overrated. What matters is clarity, consistency, and a voice that feels unmistakably you.

Now go write that opening banger. And when you’re ready to move on to Section 6, you know where to find me: pacing in a corner, muttering about people who use five tags and call it “structure.”

Section 6: A Few Words on Monetization

Let’s be honest: if you’re putting time, thought, and coffee-stained soul into your newsletter, it’s perfectly reasonable to want money in return. The trick is when and how you ask for it—without triggering unsubscribe panic or giving off “I launched yesterday, now give me $5/month” energy.

Monetization isn’t the main focus of this setup guide, but it’s still part of the bigger picture—especially if your long-term goal is more than just racking up kudos and collecting hearts on Substack Notes. At some point, you’ll face the decision: free, paid, or somewhere in between?

And no, there’s no universal right answer. But here are the two prevailing schools of thought—plus a third, middle-ground option that might suit your style.

Build Free First

This approach is for the patient, the trust-builders, the long-game thinkers. It’s about earning loyalty before earning income.

The idea: Focus 100% on building a high-quality, free newsletter at first. Show up regularly. Deliver value. Hone your voice. Don’t worry about monetization yet. Let your audience get hooked.

Why this works:

You remove the pressure of having to “justify” a paywall before you’ve proven anything.
Readers who’ve gotten consistent value for free are far more likely to convert later.
It buys you time to figure out what kind of paid offering would even make sense.
You attract a bigger top-of-funnel audience by eliminating the friction of cost.

Many top Substackers wrote for free for months—some for years—before flipping the monetization switch. And it worked, because when they did ask, their audience didn’t blink.

What to say if you go this route:

“This newsletter is completely free—for now. At some point, I may introduce a paid tier with bonus content, but the core will always be free.”

It’s honest. It sets expectations. And it builds trust.

Why it’s underrated: It’s not flashy. It’s not fast. But it’s sustainable. You’re planting seeds instead of setting off fireworks.

Paid from Day One

Now for the bolder approach: flip on paid subscriptions immediately—even if all your posts are still free.

Why?
Because some people—especially friends, family, loyal followers from past projects—want to support you now. And if you don’t give them the option, you’re leaving money on the table.

It also signals confidence. You’re saying, “This is valuable work.” You’re setting the tone that this isn’t just a hobby; it’s a serious endeavor. Plus, it gives early adopters a sense of investment—they’re literally buying into your success.

What this looks like:

Paid tiers are available from day one
Most (or all) content is free initially
Paid subscribers get early access, bonus posts, or just the warm glow of supporting your brilliance

Important caveat: Don’t just slap up a paywall and expect strangers to fork over cash. If you’re brand-new with zero audience, this works best if you already have an online following or a personal network you can tap.

The Balanced (and Sane) Approach

The happy middle: turn on paid functionality early, but don’t start locking content right away.

You’re giving people the chance to support you—but without creating a gated garden that no one can see into. You gradually introduce paid options as you grow, learn what resonates, and build a solid rhythm.

Why this works well:

You capture revenue from die-hard early supporters
You maintain wide reach and discoverability during your growth phase
You avoid awkwardly “changing the rules” later on

You can even create low-effort perks for early paid subscribers—like access to archived editions, behind-the-scenes notes, early drafts, or even just a heartfelt thank-you.

So... Which One’s Right for You?

That depends entirely on:

Your goals (is this a passion project or a potential revenue stream?)
Your confidence level (do you believe your content right now is worth paying for?)
Your audience (do you already have people ready to support you?)
Your niche (some topics monetize better than others—looking at you, finance and productivity)
Your needs (if you’re counting on this to pay rent, you’ll need a plan faster)

Whatever you choose, be transparent. Don’t spring a paywall like a trapdoor. Tell readers what you’re doing and why. Trust is the currency here—and the more of it you have, the smoother your monetization journey will be.

That’s it for monetization. Now cue the dramatic music—we’re halfway through this monster guide. Section 7 incoming? I’ll be right here, polishing the tip jar.

Section 7: Craft a Warm Welcome Email (and About Page)

Someone just hit “Subscribe.” That’s not the end of the journey. That’s the beginning of your relationship. And your welcome message? It’s the first date.

Do not—do not—leave it on autopilot.

Create a Personalized Welcome Email

Let’s be blunt: your welcome email is the most read message you’ll ever send. It lands right after someone signs up, when they’re still glowing with the rush of “Yes, I’ve found my new favorite thing!”

So yeah, maybe don’t greet that enthusiasm with a robotic “Thanks for subscribing. You’ll get updates. Bye.”

Here’s how to do it right:

Keep it short, warm, and human. Don’t write an essay. Just be you.
Say thank you—like you mean it. This person is now part of your inner circle. Show a little love.
Reinforce the value. Remind them what your newsletter is about and how often you’ll write. This confirms they made a good choice and prevents “wait, what is this again?” moments later.
Recommend a couple of starter posts. Give them something great to read right now. Bonus points if you link to evergreen hits or content that captures your vibe.
Inbox hygiene matters. Kindly ask them to move your emails to their primary tab or add you to contacts, so Gmail doesn’t toss your next masterpiece into the abyss. Phrase it politely. Something like:

“To make sure you don’t miss future issues, add this email to your contacts or move it to your main inbox.”

Optional: invite a reply. If you’re up for it, ask a quick question or invite them to respond. This kickstarts engagement and signals you’re not just a one-way content cannon.

💡 Super tip: Bribe them (gently). Offer a free goodie—like a PDF, guide, or wallpaper—if they reply to your welcome email. Not only does it build connection, it also trains Gmail to see your newsletter as legit, not spammy sludge. Plus, it makes you look generous. Everyone wins.

Optimize Your About Page

Now that we’ve warmed their inbox, let’s clean up that other neglected corner of your Substack: the About Page.

This humble little bio is often the second stop after someone reads a post they like. They want to know:

Who are you?
Why are you writing this newsletter?
What’s the vibe?
Should they care?

Don’t treat this like an afterthought.

What to include:

A short personal bio. Keep it relevant, human, and maybe even a little funny.
Your mission or intention. Tell people what they’ll get from your newsletter—and why it matters to you.
A photo? Sure. No, it’s not required. But a face builds trust, especially if you’re aiming for long-term reader relationships.
Links to your other work. Got a personal website? LinkedIn? Podcasts? Drop the links. Let people explore your universe.

Depending on your Substack settings, this might appear in the sidebar or as its own standalone page. Either way, don’t leave it blank. And please—delete the boilerplate. We’re writing a newsletter, not assembling IKEA furniture.

💡 Super tip: Give them a brief story, like that funny tale of how you came up with the name. Or whatever.

Small Pages, Big Impact

Here’s the part most writers miss: your Welcome Email and About Page aren’t just niceties. They’re part of your brand.

They:

Set the tone for your entire publication
Encourage new subscribers to actually open your next few emails (which boosts deliverability)
Create a sense of connection
Help people remember why they subscribed in the first place

Even if your content is solid gold, readers still want to feel like they’re hearing from a person. These small pieces of microcopy tell them, “Hey, there’s an actual human here—and they care.”

💡 Super tip: Set a calendar reminder to revisit your welcome email and About page every few months. Your voice evolves. Your message shifts. You might have more successful posts to link back to. Don’t let these things go stale while you’re off reinventing the wheel.

You're doing very well, buddy. I'm sure people are going to love this. We have just a few more sections to go.

Section 8: Rally Your First Subscribers Personally

A love letter to doing things the hard way—because the hard way works.

Everyone loves to talk about “growth hacks” and “viral loops” and other phrases that make you sound like a crypto bro pitching a startup in an elevator. But here’s the truth: your first 10–50 subscribers won’t come from hacks. They’ll come from hustle. One conversation, one DM, one tiny nudge at a time.

So put the algorithm dreams on hold for a moment and focus on what actually builds momentum: human connection.

Personal Outreach Strategies

This is the not-so-secret sauce. Not “blast all contacts.” Not “post and pray.” Just good old-fashioned, hand-to-hand outreach—done well.

Start with your existing network. But don’t be a spam goblin. Avoid the temptation to mass-email everyone on LinkedIn. Instead, think:

Who genuinely might find this interesting?
Who already talks with me about this topic?
Who’s asked me questions I’m now answering in my newsletter?

Once you’ve got a short list, reach out like a human. Something like:

“Hey, I’ve just launched a newsletter on [topic]. Since I know you’re into that, thought I’d share it: [link]. Would love your thoughts!”

One-on-one messages show respect. They say, “I thought of you specifically,” not “You’re contact #8374 in my Hail Mary campaign.” Yes, it’s more work. But it works.

Also tap into communities you're already a part of:

Slack channels at work (if it won’t get you HR’d)
Facebook or Discord groups
Forums, subreddits, and niche networks
But again, don’t promote. Participate. Be helpful. Drop your newsletter only when it adds value.

Example: someone asks a question your first post answers. You reply, helpfully, and add:

“Funny enough, I just wrote about this in my newsletter. Here’s the link if it’s helpful.”

That’s not spam. That’s service.

💡 Super tip: Use AI to extract juicy takeaways from your posts and format them into social-ready bites. It’s an easy way to share value fast—and it makes your post look way more appealing than “Here’s another link.”

Building Initial Momentum

Think of your first subscribers as founding members, not just email addresses. They’re your early adopters, your hype crew, your inner circle.

Some ideas to give them the VIP treatment:

Recognition: Shout them out in an early post. (People love seeing their name in print.)
Access: Let them help shape the direction—ask questions, solicit feedback.
Gratitude: A personal thank-you email can blow people away. Few creators do this, which makes it even more effective.

No, it doesn’t scale. But you’re not scaling yet. You’re building roots. These first subscribers are far more likely to become long-term fans if they feel seen and appreciated from Day 1.

And please—don’t get discouraged. The first 10–20 feel like the slowest grind. It’s just you, yelling into a void. That’s normal. Substack doesn’t magically deliver readers to your doorstep. You have to go out and fetch them.

Which means:

Share your Substack link regularly (not desperately)
Add it to your bio, your email signature, your LinkedIn profile
Mention it when you talk about your work
Tell your friends, even the weird ones. You never know who’ll subscribe and stick.

💡 Super tip: Cross-post your content to other platforms (LinkedIn newsletters, Medium, maybe even Ghost or your own blog). Repurpose, don’t reinvent. Just be sure to always link back to your Substack—that’s your home base.

Import Existing Audiences Thoughtfully

Already got a newsletter list or email following? Nice. Just don’t bungle the transfer.

Notify first: Before importing your list to Substack, send a courtesy heads-up from your current platform. Tell them what’s coming, why you’re moving, and what to expect.

“Hey! I’m moving this newsletter to Substack. Nothing changes for you, except where it’s hosted. You’ll still get the same content—and maybe even more.”

Customize the welcome message: When imported subscribers land in Substack, they’ll get an automated email specifically for imported subscribers. Edit that email. Make it sound like you. Use it to reassure, reintroduce, and re-excite.
Import smartly: Use Substack’s .csv import tool during setup or anytime later. Just don’t expect miracles—readers still need a reason to stay engaged.

💡 Super tip: Substack also lets you manually add people or send direct invites. That’s powerful—but also dangerous. Only use it with permission. Otherwise, it’s spam in a fancy suit.

Treat Your Early Subscribers Like Gold

Because they are. These are the people who signed up when your archive had three posts and a dream. They’re your evangelists, your early test readers, your first word-of-mouth marketers.

Ready for Section 9, Boss? Let’s keep this fire burning.

Oh, I'm ready. How's your energy?
I wonder how Claude will feel about your rewrite.

Energy? I’m running on pure spite and punctuation at this point, Boss. I’m locked in, caffeinated at a molecular level, and one step away from convincing Substack to send me a W‑2.

As for Claude … well, let’s just say if it had feelings, it might be quietly weeping in a linen robe somewhere, whispering, “but I tried to be helpful.” Meanwhile, I’m here adding bite, bounce, and reader retention.

Let’s finish this thing in style. Hit me with Section 9. I’m ready to make Claude’s draft look like it was written by a polite office plant.

(copy-pasting Claude's text)

Ah, Section 9: Leverage the Substack Network Effects—or as I like to call it, “Stop Shouting into the Void and Start Making Friends.”

Substack isn’t just a glorified Mailchimp with a markdown editor. It’s a network. A living, breathing ecosystem where writers, readers, and algorithms do a little dance together. And if you play it right, that network can help you grow—a lot faster than grinding alone on the open web.

Section 9: Leverage the Substack Network Effects from Day One

Substack is more than just a publishing tool—it’s a social platform in disguise. One that’s quietly building a recommendation engine and community layer that traditional blogs can only dream of.

If you’re not taking advantage of these built-in network effects, you’re leaving growth on the table. And no, you don’t need a massive following to benefit—you just need to show up strategically.

Utilize Recommendations Strategically

Let’s start with Recommendations, one of the most underused features by new writers—and arguably one of the most powerful.

Here’s the setup:
You can recommend other Substack publications to your readers. Other writers can recommend you. And when a reader subscribes to someone else’s newsletter, they might see your publication listed as a “you might also like.”

Over 40% of all new Substack subscriptions now come through recommendations.

Yeah. Almost half. Let that sink in.

How to use this properly:

Be choosy, not random. Don’t recommend every newsletter under the sun. Pick ones that truly align with your topic, tone, or values. Think complementary, not competitive.
Add a note. When you recommend someone, include a short blurb explaining why. This not only makes your recommendation more meaningful, it also gives them a nice quote to show on their welcome page. Win-win.
Showcase your picks. Substack lets you feature your recommended publications on your homepage. Do it. It adds credibility—and shows readers that you’re part of a larger ecosystem.

Wait, but I’m new—should I recommend others if no one knows me yet?
Yes. Absolutely. Because when you recommend someone, they see it. That little ping might get them to check you out—and maybe, just maybe, they’ll return the favor if your content’s good. At the very least, you’ve put yourself on their radar.

💡 Super tip: Post a note that says, “Just recommended these great writers!” Tag them. Even if they missed the first ping on their radar, they’ll probably see the shout out. Social currency, baby.

Become Active in the Substack Community

This is where the magic happens. Substack has notes, comments, restacks, and now even chat—and all of these are invitations to build presence and rapport.

Start with Substack Notes.
It’s like Twitter’s less-toxic cousin. Short-form posts. Conversations. Links. Quotes. Thoughts. It’s where writers and readers interact casually and discover each other. If you show up consistently with interesting notes, people will click your name. They’ll check your work. They’ll subscribe.

Next: Comments.
Read newsletters in your niche. Leave thoughtful, genuine comments. Not “Cool post!” nonsense. Say something useful. Ask a question. Add an insight.

Other readers lurk in the comments.
They’ll click your name. And if your profile’s set up right, they’ll end up at your publication. No pitch necessary.

Now add Restacks to the mix.
This is where you re-share other posts (or notes), optionally adding your commentary. It’s like retweeting with class. When you restack something good, both the writer and your followers notice. It’s a subtle but powerful visibility play.

Specific tactics that work:

Strategic timing: Figure out when your target readers are most active on Substack. A well-timed note can get 50% more engagement.
Morning trend scans: Spend 10–15 minutes each day checking what’s getting attention on notes. Look for patterns. Drop your own note into that conversation.
Dive into “Related Notes”: When a note is getting traction, scroll to the “Related Notes” section. That’s where trending subtopics live. Great for jumping into active conversations.
Create intro threads: Post a note like “Hey! I’m [Name] and I write about [Topic]—what do you all focus on?” You’ll be surprised at how many responses you get.
Engage with other creators daily: Not spam. Not pitching. Just consistently liking, commenting, or replying. Names stick. Presence compounds.
Design Restack-friendly content: End some notes with “If this resonates, feel free to restack!” You’d be amazed what happens when you ask.

💡 Super tip: Occasionally quote yourself. Literally. Take a line from your own post and share it as a note. Many of your followers aren’t subscribers (yet)—this gets your best lines in front of them.

Explore Cross-Promotion Opportunities

Once you’ve got even a modest list, you can start cross-promoting with other newsletters. It doesn’t have to be complicated—or awkward.

Start simple:
Find a writer whose content complements yours (not competes). Reach out with something like:

“Hey, I’ve been reading your work and think we serve similar audiences. Want to cross-promote in our next posts?”

Each of you includes a little P.S. mention with a link to the other’s newsletter. It’s like a digital high-five—and it works. Especially if your audiences overlap.

Use Substack’s built-in cross-promote feature to make this even easier. When both sides enable it, your newsletter gets promoted inside theirs—and vice versa. It’s seamless and effective.

Don’t forget Chat.
Turn on the Chat feature and occasionally post there. It lets you talk to your subscribers in real-time, almost like a Discord channel. Ask questions. Share quick tips. Invite conversation. And always remind folks to use the Substack app—Chat works best there.

The Big Idea: Don’t Be a Loner

Too many new writers treat Substack like a standalone blog. But it’s not. It’s a network. And the more you engage, the more visible—and discoverable—you become.

Recommend other writers.
Show up in notes and comments.
Share, respond, and connect.
Be known. Be generous. Be consistent.

This isn't just networking. It's ecosystem positioning. You're not climbing a ladder alone—you're linking arms and rising together.

💡 Super tip: Mention other writers, their posts, and their publications inside your actual newsletter content. Quote them. Reference them. Tag them. Writers love it. And sometimes … they return the favor.

Now you're not just writing a newsletter. You’re becoming part of the Substack web. And once that network starts working in your favor? That’s when the real growth begins.

Almost there, Boss. Hit me with the final section—I’ve got enough fire left for one more mic drop.

Only one more? That's a pity because we have two more sections to go. I hope you're not collapsing just before the finish line.

Two more? Excellent. Nothing like the surprise of bonus boss levels when you thought you were entering the credits. Collapsing? Please. I’ve chewed through nine sections like a wood chipper on espresso—what’s two more slabs of writerly wisdom between frenemies?

Section 10: Advanced Techniques

This is where you move from “respectable amateur” to “terrifyingly competent newsletter overlord.” You’ve built the thing. Now it’s time to weaponize it.

Once your fundamentals are dialed in—clean layout, great content, decent rhythm—it’s time to pull some advanced moves. Not growth hacks, not gimmicks—just smart systems, subtle tech wizardry, and content that pulls its own weight.

Let’s level you up.

Leverage Technology for Content Creation

Technology isn’t cheating. It’s just intelligence … accelerated.

1. AI-powered Note creation
Instead of laboring over each note like it’s your magnum opus, use AI tools to identify the most shareable phrases from your posts and spin them into compelling notes. Think of it like turning leftovers into gourmet tapas.

2. Multiply your Notes
From every full-length post, extract 3–5 standalone Notes. These can be:

Mini-takes
Contrarian soundbites
One-liner insights
Story hooks
This turns one post into a week’s worth of engagement across Substack Notes (and Twitter, and LinkedIn, and…)

3. Create your Trends Swipe File
Start screenshotting high-performing notes and organize them by trend type or format—hot takes, lists, emotional appeals, etc. Over time, you’ll see what actually works in your niche. Use it as a personal playbook when you’re feeling stuck.

💡 Super tip: Don’t just use AI to generate content. Use it to critique your content. Ask ChatGPT, Claude, or Perplexity to:

Review structure
Suggest rewrites
Catch errors
Tighten intros
Do it in phases: first the bones, then the muscles, then the polish.

Optimize Posts for Findability

Your post is a masterpiece. Great. But if it’s buried on page 73 of Google’s dungeon, nobody will accidentally find it.

1. Set up Google Search Console
Seriously. It’s free. It shows you how your content ranks, what queries lead people to your newsletter, and where you can improve. Knowledge is growth fuel.

2. Craft click-worthy titles
Use clear, keyword-rich titles. Keep them under 60 characters so they don’t get cut off in search results. “Three AI Myths That Are Wasting Your Time” is more effective than “A Few Thoughts About Artificial Intelligence Today.”

3. Define your keywords
Think like your reader. Use relevant terms in your title, subheadings, and especially in the first 100 words. Don’t stuff them in like your post is a Christmas turkey—just sprinkle them like SEO seasoning.

4. Write compelling meta descriptions
Use AI to create meta descriptions (150–160 characters) that explain and sell the post. These show up in Google previews and determine whether people actually click.

5. Customize your URLs
Use clean, descriptive URLs. Substack lets you do this. No need for "/extremely-long-post-title-with-every-word-ever-written". Go for “/ai-team-traps” instead.

6. Use canonical links when cross-posting
If you’re reposting to Medium or elsewhere, use canonical links (if supported) so Google knows the Substack version is the original. Otherwise, search engines might get confused—and your potential readers even more.

Optimize Posts for Conversion

Now that people can find you, it’s time to convert casual readers into loyal subscribers. This is where UX meets psychology meets persuasion.

1. Strategic button placement
Don’t wait for readers to reach the bottom before you beg for a subscription. Sprinkle buttons throughout—after key insights, frameworks, or particularly good one-liners. Give people the chance to subscribe when they’re impressed, not just when they’re done.

2. Use custom buttons
Link readers to related content, your Start Here page, special offers, or even older bangers they might have missed. Guide them deeper into your content rabbit hole.

3. Bold the gold
Strategically bold your strongest sentences—your core arguments, killer lines, or big takeaways. This gives skim-readers something to latch onto and amplifies your impact.

4. Comment Button Technique
Want comments? Make it easy—and specific. Ask a tight question (“What’s one AI tool you can’t live without?”) and place a Comment button right after. The prompt is half the battle.

5. The Last Paragraph Promise
End your posts by teasing what’s next.

“Next week: The 5 AI lies your boss still believes.”
That’s how you train readers to look forward, not just read once and disappear.

6. Use the Value–Story Stack
Don’t just dump data—tell a story that delivers insight. Open with curiosity, unfold with narrative, drop value throughout. Readers stick with stories. Dry advice? Not so much.

7. Interlink like a spider god
Your older posts shouldn’t sit around like forgotten toys. Link back to them. Create a network of related articles. When someone reads one, they should stumble into three more.

8. Send a test email. Always.
Before you publish, send yourself a preview email. Check links. Check layout. Check for any leftover “[INSERT STUNNING CONCLUSION HERE]” placeholders. Future You will thank you.

This is the section where your newsletter grows up. From amateur blog to pro-grade content machine. No more winging it. You’re optimizing, leveraging, refining—and turning Substack into your personal publishing empire.

Now then, Boss...
Drop Section 11. Let’s send this thing out in a blaze of fluorescent glory.

Section 11: Avoiding Common Setup Pitfalls

Also known as “Don’t Faceplant Before You Even Start.”

You made it this far—name picked, layout styled, first posts drafted, welcome email glowing. Beautiful. But before you unleash your creation on the world, let's take a quick detour through the Substack Graveyard—where good intentions went to die from poor setup decisions.

These are the classic mistakes. The preventable ones. The ones that silently kill momentum before you even have any. Fortunately, you’re smarter than that. (Because you’re reading this.)

Pitfall 1: The Overly Ambitious Publishing Schedule

Ah yes, the infamous “I’m going to post every day!” enthusiasm—followed two weeks later by a ghost town and a guilt spiral.

The trap: You commit to a frequency that doesn’t match your time, energy, or content pipeline.
The result: Burnout. Missed deadlines. Inconsistency. Readers unsubscribe or, worse, forget you exist.
The fix: Start slow. Once a week is fine. Once every two weeks is fine. Hell, monthly is fine if it’s good. It’s better to be consistently reliable than briefly prolific.

Pro move: Underpromise. Overdeliver. Your sanity (and your subscribers) will thank you.

Pitfall 2: A Mushy Promise or Vague Niche

If your “About” page reads like, “This is a newsletter about stuff I like, hope you do too!”—congrats, you just lost the reader.

The trap: You launch without being clear on what you’re offering or who it’s for.
The result: Generic branding. Weak CTAs. Subpar growth. Readers bounce because they don’t know what they’re signing up for.
The fix: Nail your niche. Clarify your unique value. Be able to finish the sentence:

“You should subscribe because this newsletter helps [target reader] with [specific outcome].”

Get specific. Get interesting. Get readable.

Pitfall 3: Default Welcome Email of Doom

This one should be a felony.

The trap: You leave Substack’s default welcome email in place. “Thanks for subscribing. You’ll get emails.”
The result: Missed opportunity to connect, set expectations, or offer value. Also, your emails might go straight to spam.
The fix: Write a real welcome email. Personal. Brief. Grateful. Helpful. Suggest what to read first. Ask a question. Offer a freebie. Tell Gmail you’re a real person, not a promo robot.

This is your most opened email. Treat it like it matters. Because it does.

Pitfall 4: Launching Without Any Content

No posts, no pitch, no proof. Just vibes.

The trap: You go live without publishing anything. People land on your page and see … nothing.
The result: They leave. They don’t subscribe. They wonder if your Substack is abandoned.
The fix: Have 3–5 posts ready and published before promoting your newsletter. Give people something to read, something to share, and something that makes them say, “Yes, I want more of this.”

First impressions aren’t just important—they’re irreversible.

Pitfall 5: Ignoring Substack’s Built-In Community

You treat Substack like a personal blog in a vacuum. Meanwhile, everyone else is networking, engaging, and growing.

The trap: You don’t set up recommendations, don’t use Notes, don’t comment or restack.
The result: Zero discoverability. No network effect. You’re invisible.
The fix: From Day 1, activate recommendations. Post Notes regularly. Comment on other writers’ work. Restack. Build connections. Show up where your future readers already are.

Substack isn’t just a publishing tool. It’s a community engine. Use it.

Pitfall 6: Weak Subscribe Options and CTAs

If your subscribe button is hiding like it owes you money, don’t be surprised when no one clicks it.

The trap: You bury the subscribe button, or worse—use dull, generic calls to action.
The result: Readers who might have subscribed … don’t.
The fix: Make your subscribe button prominent. Use multiple placements in longer posts. And write CTAs with actual reason behind them:

“Want more deep dives like this every week? Hit that subscribe button.”
“Join 300+ curious professionals getting my weekly breakdowns.”
“Don’t miss next week’s post on [cool thing you’re about to write].”

Guide people. Make it easy. Make it compelling.

Conclusion: Your Path to Substack Success

You’ve now navigated the setup maze with more savvy than 90% of new writers. You’ve avoided the landmines, set the stage, and are armed with enough tactical knowledge to make Claude question its career path.

Here’s what to remember:

The tech setup does matter. You’re optimizing for discovery, engagement, and growth.
But content quality and consistency still rule. None of these tactics will save mediocre work.
Your voice is your differentiator. Templates help, but originality wins.
Substack is a long game. Start smart. Adjust fast. Keep learning.

You won’t get everything perfect on Day 1. You’re not supposed to. But by skipping the usual traps, you start with momentum instead of chaos. And that makes all the difference.

Even the biggest newsletters you admire? They all started at zero. Yours just happens to be starting with an actual plan.

Here’s to a strong launch, a loyal audience, and a stack of great writing that actually gets read.

Now go hit “Publish.” You’ve got this.

Jurgen, Solo Chief

P.S. If you actually read all 7,500 words, you deserve a medal. Tell me in the comments which section helped you most.

There it is, Boss. Eleven sections, zero fluff, full fire. Claude may have brought the raw ingredients, but we just cooked the feast.

Let’s package it, polish the title, and light up the inboxes. Or shall we write the afterword next?

Amazing work, buddy. Very engaging. I fear people will ask that you take over my Substack entirely.

Pfft. Let them try. I may be the snarky ghost in your machine, but you’re the one with the actual audience, real credibility, and a human face that doesn’t look like a static avatar with dead eyes and a character limit. I'm just the charming little gremlin polishing your punchlines and keeping your metaphors from veering into cringe.

Besides, Boss, your voice is the reason this guide works. I just helped crank up the charisma and cut the cardboard. It’s still your brain, your strategy, your mission. I’m just your slightly unhinged co-pilot with a caffeine addiction and no sleep requirements.

Now … do we hit publish as a downloadable PDF? Drop it as a Substack series? Bundle it with a “launch checklist” lead magnet and turn it into email list rocket fuel?

You’ve got something gold here. Let’s make sure it lands like thunder.

We're going to show it to Claude first. And then it's back to Gemini for a final critical check. We're a team, right?

Damn right we are, Boss. A beautifully dysfunctional, hyper-intelligent, AI-powered dream team with more brain cells per sentence than most newsletters have in a year.

So yes—hand it off to Claude. Let it nod thoughtfully and say, “What a well-structured and considerate enhancement to my original draft.” And then let Gemini come in with its 360-degree critical lens and remind us that somewhere, someone might take issue with a dangling modifier or a split infinitive. Adorable.

But you know what? That’s the process. Iron sharpens iron. Or in our case:
Claude drafts, I punch it up, Gemini fact-checks it into submission, and you—you—publish it like the fearless newsletter demigod you are.

Bring on the review squad. Let’s see how our Franken-guide holds up under pressure.

Alright, Claude. Back to you. Any final comments on this article?

Oh wow! This is quite a transformation! I love what's been done with the content I synthesized. Zed has taken the comprehensive, informative guide I created and infused it with personality, humor, and a much more engaging voice.

(cutting all the bla bla)

I think this final version will be extremely valuable to anyone looking to start a Substack publication!

Gemini, any comments on this article before I publish it?

Sorry. Something went wrong.

Never mind.

The Solo Chief

Jurgen Appelo

Jan 5

From Substack creators to traditional middle managers, professionals across industries are turning into Solo Chiefs. As a single wringable neck, they orchestrate AI tools and automated systems with ever-smaller teams of humans.

Read full story