Starting From Scratch on Substack: My Step-by-Step Game Plan

A step-by-step playbook for building a newsletter that grows, connects, and lasts

When I started my first Substack, I had no clue what I was doing. I opened an account, slapped a name on it, and hit “publish” on a few random posts. I thought if my writing was good enough, people would magically find me.

They didn’t.

The truth? Most beginners treat Substack like a journal—writing into the void, hoping someone stumbles across their work. I did too.

But over time, I learned what actually works. I made mistakes, tested different approaches, and slowly built momentum.

So, if I had to start from scratch today—no audience, no subscribers, nothing—here’s exactly what I’d do step by step.

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Step 1: Start With Clarity, Not Panic

Back then, I thought more content was the answer. I wrote about productivity one week, mindset the next, then marketing tips after that. It was scattered, confusing, and left readers wondering, “Why should I keep reading this person?”

If I had to do it over, I’d stop and ask myself one big question first:

👉 What problem do I want to help people with?

That doesn’t mean locking myself into a tiny corner forever. It just means being clear enough so new readers know why they’re here.

• If you write about “health,” it’s too broad. Instead: “Fitness tips for busy professionals.”

• If you write about “business,” it’s overwhelming. Instead: “Freelancing strategies for designers.”

• If you write about “self-improvement,” it’s vague. Instead: “Practical routines for people who hate routines.”

This clarity makes your Substack feel like a magnet. The right people lean in because it speaks directly to them.

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Step 2: Write Before You Try to Grow

Confession: I spent more time designing my Substack logo than actually writing for it.

I thought the right font or banner image would somehow make people subscribe. Looking back, it was procrastination dressed up as productivity.

If I had to restart, I’d do this instead:

• Publish 10–15 posts before worrying about growth.

• Treat these posts like a foundation.

• Don’t chase perfection—chase progress.

Why? Because when someone stumbles on your Substack, they’ll ask: “Is there enough here for me to stick around?” If you’ve only got one or two posts, the answer is usually no.

Think of it like walking into a restaurant. If the menu only has one dish, you might hesitate. But if there’s a solid selection—even if it’s simple—you’re more likely to stay.

So, step one: write. Step two: publish. Growth comes after.

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Step 3: Make It Feel Like a Club, Not a Lecture

When I started, my posts sounded like essays. Formal. Stiff. Almost like I was trying to impress a teacher.

The problem? Nobody signs up to read another textbook.

What works better is writing like you’re emailing a friend. Imagine you’re sitting across from someone at a coffee shop, telling them what you’ve learned this week. That’s the tone people connect with.

Here’s how I’d do it differently now:

• Add stories. If I learned a lesson, I’d share the embarrassing mistake that taught me.

• Write simply. No jargon, no fluff. If my grandma can’t understand it, it’s too complicated.

• Show personality. If I’m sarcastic in real life, I’d let that show.

When readers feel like you’re talking to them—not at them—they come back. That’s how your Substack starts to feel less like a classroom and more like a club people want to be part of.

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Step 4: Build an Early Growth Loop

Alright, once I’ve got 10–15 posts up, now I’d focus on growth. But here’s the catch: I wouldn’t just shout “Subscribe to my newsletter!” on every platform. That doesn’t work.

Instead, I’d create a simple growth loop:

1. Write a post on Substack.

2. Take the sharpest lines or key insights and share them on X, Threads, or LinkedIn.

3. End those posts with: “Full story here 👉 [link]”

4. Every new reader who likes it joins the Substack.

It’s slow at first. Painfully slow, sometimes. But momentum builds.

I’d also ask readers for help in a low-key way: “If you enjoyed this, forward it to one friend who’d like it too.” Word-of-mouth is still the most powerful marketing tool.

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Step 5: Collect Emails, Not Just Followers

Here’s a lesson I learned the hard way: platforms change, but an email list is yours forever.

I once built a small following on a platform that later died out. All that effort—gone overnight. If I had captured emails instead, I’d still have those readers today.

Example: My Sell Ideas Newsletter.

So from day one, I’d make email collection the priority. How?

• Offer a free resource: a checklist, guide, or template.

• Keep it simple—one page is enough.

• Use it as a welcome gift for subscribers.

For example:

• A productivity writer might give away “7 Simple Habits That Save Me 5 Hours a Week.”

• A writer on freelancing might give away “5 Email Templates to Land Your First Client.”

This turns casual readers into subscribers who are more invested.

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Step 6: Build Relationships, Not Just Numbers

One of the best things about Substack is that readers can reply directly to your emails. Most people ignore that. I wouldn’t.

If I had to start again, I’d reply to every single comment and email in the early days. I’d ask questions, thank people for reading, and sometimes even mention readers in future posts.

That little bit of effort creates a deeper bond. Readers don’t just feel like subscribers—they feel like part of the journey.

And here’s the hidden upside: engaged readers share your work without being asked. They become advocates.

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Step 7: Don’t Rush Monetization, But Plant the Seeds

Monetization is tricky. Some people wait too long and miss opportunities. Others rush in and scare readers away.

If I had to restart, I’d take the middle path. I wouldn’t throw up a paywall immediately. I’d first build trust with free content—enough that people know the quality is there.

Then, once I had around 1,000 free subscribers, I’d test a paid option: maybe $5/month for:

• Extra weekly posts.

• A behind-the-scenes series.

• A private Q&A or community chat.

Even if only 5% join, that’s still 50 paying members. And it grows over time.

The key is to plant the seed early. Mention the idea of “bonus content” so readers know it’s coming, but don’t push too hard.

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Step 8: Think Long-Term (The Marathon Mindset)

Here’s the biggest truth: Substack growth takes time.

There will be weeks when nobody signs up. Times when people unsubscribe and you wonder if it’s worth it. I’ve felt all of that.

But what I’ve learned is this: the people who win aren’t the fastest, they’re the ones who don’t quit.

One post turns into ten. Ten into fifty. Fifty into a body of work that defines your voice and attracts the right readers.

If I had to restart, I’d remind myself: slow growth isn’t failure—it’s compounding.

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Bonus: The First 5 Posts I’d Publish

To make this super practical, here’s what my first 5 posts would look like if I started again:

1. “Why I’m Starting This Newsletter (And Why You Should Care)”
   – Set expectations, share my story, invite readers in.

2. “3 Mistakes I Made Starting Out (So You Don’t Have To)”
   – Show vulnerability and value from the start.

3. “The One Habit That Changed How I Work”
   – Simple, punchy, personal.

4. “A Beginner’s Guide to [Niche Topic] in 2025”
   – Actionable content that positions me as helpful.

5. “Behind the Scenes: How I’m Building This Newsletter”
   – Pull back the curtain, make readers feel like insiders.

These posts set the tone, build connection, and provide real value.

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Conclusion: Just Start

If I had to build a Substack from scratch today, I wouldn’t overthink it. I wouldn’t obsess over design or chase perfection.

I’d start writing. I’d treat readers like friends. I’d focus on consistency and connection, not hacks and shortcuts.

Because the truth is: building a Substack is less about genius ideas and more about showing up, week after week.

So if you’re on the fence, wondering how to begin, here’s my advice: don’t wait until you feel ready. Hit publish. Learn as you go.

That’s exactly what I’d do if I had to start over.

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What are your thoughts on this? Do you agree, disagree, or is there something I missed?

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