The Importance of Voice on Substack + the Checkmark

+ a few advice for newcomers

Since I’ve started my Substack in September 2023, I only wrote a couple of articles on the topic of Substack itself. And always in what felt like milestones moments to me. Like reaching 500 subscribers after starting at 0. Since I got the ‘Substack bestseller checkmark’ I’ve been wondering about taking the time to reflect upon the experience but so far, it wasn’t clear to me what I wanted to say. I needed time to process I think.

The checkmark

On a practical level, I can say that the checkmark has sped up my growth, which has always been my primary goal, so it’s been great. Of course despite having the checkmark, I still have reservations about the checkmark as a system itself, but that’s another conversation.

One thing I can say, is that despite all my best intentions, it has cranked up the pressure I set myself a little. Not the checkmark but the larger audience. Especially the larger paid audience. Beyond the purely material advantages of having paid subscribers, there is something rather unique to people willing to part ways with their hard earned cash for the sole purpose of showing you their support. So of course, one feels the need to deliver.

This is the switch that always happens with any endeavour when it transforms from hobby to something more professional. Some manage the transition and relish in it, and some don’t like the pressure that increased exposure brings along and struggle.

One the whole I’m more part of the former, but of course nothing is all black and white.

I guess the danger when something is working is to either end up pigeonholed by it, or to do the opposite and constantly try to reinvent yourself which can be exhausting. I don’t want this article to come across as a ‘boo boo’ article on how it’s hard to reach a modicum of success.

It’s more about sharing my genuine feelings, and also reflecting on what blogging, and so Substack has brought into my life.

What Blogging has brought in my life

Life as an artist is made of many rejections, we all know this. At the moment, I’m deep into that process. Sending out my work, exposing myself, and waiting for long periods for that one ‘yes’ in an ocean of indifference. Many of you will feel familiar with this.

What blogging and creating my community on Substack has brought, is this lovely and direct connection with an audience. It’s easy when grinding the many gauntlets of gatekeepers, to forget that the whole thing is actually about delivering enjoyable things to non-industry people. How tempting it can be to tunnel vision on the industry itself and see the gatekeepers as bigger than they are. How hard it becomes to stay motivated when things don’t quite go your way. It’s also understandable to feel an element of self-doubt in the long-winded process of querying or applying for funding.

Well, what blogging brings to me, is a reminder that there are human beings out there who genuinely enjoy what I have to contribute. It acts as a counterbalance to the long slog of wait and emails, and opens up non-gate-kept channels with fellow human beings, allowing me to understand myself better. To get a feel of what they enjoy from me, and what they enjoy less.

It’s almost impossible to get that feedback from the industry. People are looking at things through way too many lenses these days. The moons need to seriously align on many levels going way past a work of art itself.

Well, blogging is great for this. I’ve enjoyed building my little community here, seeing what makes people tick, even collaborating with them. I’ve met some really interesting and talented folks. And no gatekeepers in sight to stop me from doing so.

By the way, you don’t need to be extraverted to blog, although admittedly it can help. I find, however, that it’s much easier for an introvert, to reinvent a social identity online than offline. So I don’t think one needs to be extraverted to do well here. It’s mostly more like soliloquies than direct conversations anyway.

Being clear with one’s goal

I think however, that it’s important to be clear with one’s goal to enjoy the ride. For me, for instance, my goal is to build a large community. With that in mind, I knew I wouldn’t paywall anything, and I knew I was willing to compromise on income, running radical promotions in order to reach more people. So I have a simple goal, I don’t suffer from not making enough money and I’m willing to dedicate my free time to the task, without expecting to make a fortune out of it.

I know many people for whom Substack is an opportunity to live off their writing; that’s understandable. I’m lucky enough to make a living off my skills outside of Substack. If I was in a position where I did not, I would likely see things differently.

Finding your voice

There are a lot of articles on how to make it on Substack. Sincerely, I find most of them not very useful. Yes, you can rephrase your about page, or make a better hero post and the like. But ultimately I think, one’s ability to blog is contingent on one thing only: voice.

It’s an obvious thing to say, but it’s true. Finding one’s voice in blogging is similar as in art, and it doesn’t mean talking about yourself necessarily. It’s more about your way of seeing the world, your tone and flavour.

I see a lot of newcomers struggle with this, because it’s not so easy to let go and allow your personality out. It’s harder than talking about your life in fact, as we can see in places like Facebook, where people can talk about their lives like PR robots, with no personality whatsoever.

I think readers on Substack are like cooks; they are making their own little reading menu, and in there they want distinct taste and flavours. The difference between subscribing/following or not, is quick and instinctive and it relies on voice. I’m not interested in gardening but I would subscribe to a channel that discusses it interestingly.

Is Substack right for you?

When I started, I set myself one challenge: to not care too much what people thought. Easier said that done, especially now. But on the whole I’ve managed and that’s allowed my voice to get through.

So if you are reading this and wondering whether Substack is for you, just ask yourself this: are you willing to let yourself shine through or do you expect to do this with barriers up and succeed? That’s the question that needs answering. If you are willing to be genuine and carefree in your approach, then before you go in with any Substack guru, try to narrow down what makes you different, and build your stack around this.

People will read about what makes you tick, but only because of you. Because of your own voice.

Actually, that might not be true for journalists but I’m talking about creatives on substack here.

As a side note, be aware that writing fiction on Substack is harder than nonfiction. That’s just a fact that any fiction writer will admit. It takes more time, more resources and you won’t even get that much back from it—especially at first. That being said, the fiction community is a neat little crew, they really support each other’s work and organise themselves, so there’s always that. I think they get a lot of encouragement and motivation out of sharing their prose with each other.

Personally, I rarely write fiction in here because that’s what I’m already doing outside and I’m too tired to do both. I much prefer writing a column and have a quicker feedback loop with my audience.

This allows me to compensate the long loops I get in my professional work, with almost instantaneous connection. Something that not only balances me out, but allows me to refine my craft like an artisan. That has a lot of positive effect on the fiction outside of the blog; It’s good to press publish. Every time, you need to be brave, every time you need to make that decision for yourself, being your own publisher. It’s empowering.

If you have just made your stack and are wondering whether this is for you, I would tell you give it a shot until you have 100/200 subscribers, don’t paywall anything, have a fuck all attitude and just be sincere in your voice. Don’t be afraid to be passionate or cynical, or be a miserable wretch if that’s who you are, because there are probably folks out there who will find that refreshing. Don’t over-analyse the marketing side of things and just power through with the idea of voice.

Figure out what works and what works less, refine your voice, rename your publication if needed, start finessing... And soon enough, you’ll have a good idea of whether there is an audience for you, whether you have the stamina for it, etc.

I’m personally glad to have discovered this space. It’s strange but the numbers have no real importance to me anymore, the checkmark, the likes… The one thing I value above all is the sense of connection that I get every once in a while, in a thoughtful comment. In the experience that someone somewhere got a little something extra that day, thanks to my work.

This is invaluable to me, and I would not trade it against any success.

What about you? Are you new around here, and wondering WTF is going on? Are you an old bear willing to share his tips? Would love to know in the comments below.

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