Here's how I see the main types of author Substacks:
1. Those who write for their existing readers: WIP updates, new releases and promotions, events, etc.
2. Those who write for any reader: bookstackers and curators who engage around a shared love of books.
3. Those who write for writers: the ones offering behind-the-scenes looks at querying, submissions, publication, or their writing process.
4. Those who write for their potential reader: writers who connect through voice, stories, and themes.
The first group will grow slowly unless they already have a large fan base they can funnel in from another platform.
The second and third groups can grow quite a bit, since Substack is full of readers and writers. But I suspect the conversion rate to people actually buying *their* book is proportionally low.
The fourth type, to me, is the most interesting—and it’s what I’m trying to build with my own newsletter. Surprisingly, I don’t see this approach very often. Or maybe the algorithm is just hiding them from me because I am a writer who enjoys following writers.
I hypothesize that building this fourth type of Substack might be slower at first but more effective in the long run, since a higher percentage of your readers could eventually become book buyers.
Hey Marina - thank you for such a thoughtful contribution to the post! I can see how we authors fit into those four slots. I also have a suspicion that #4 is where it's at and am experimenting with it myself with my content plan for Our Haunted Spirits in particluar. I'll go check out your stuff 😊
I suspect the most important thing is to lead with storytelling, no matter what type of Substack you’re building. If you want people to read your stories, tell stories! That’s my premise, and I’m excited to see how it plays out. Thanks for your response!
Yes - I’m going for no 4 - not a conscious decision. I wanted to grow potential readers for when I publish my book, and have found writing a weekly essay has grown my subscription base with quite a lot of engagement. Plus - unintended bonus - I am enjoying the discipline and learning a lot as well as enjoying the relationships I am developing. Still in a learning curve. Have no idea if they’ll buy the book but I’m enjoying v myself, reading and writing
That’s fantastic, Jennifer! I also believe it’s an amazing way to improve your craft. You don’t have the time—or the trust—to beat around the bush; you need to grab your readers early and hold onto them.
I agree with you, Marina. I too am the fourth type. I had fantastic growth from 750 to 4000 subscribers Mar 2024 - 2025 writing weekly essays. This has plateaued for the time being which I gather is happening for a lot of people platform-wide, but I am happy to have found a lot more readers for my work including paid subscribers.
Hey Ros! The plateauing thing is interesting. Why do you think it’s happening?
I think your approach is spot on. You’re a fantastic storyteller, and those who are drawn in by your short-form work might eventually gravitate toward your long-form writing.
Are you measuring that in any way? Has your backlist benefited from having a Substack?
I have definitely sold a few books, though I only know this from subscribers telling me that have bought them/are reading them and enjoying them. The royalty statements haven’t shifted by any significant amount… yet! I have a feeling re plateauing that there are number of factors. I’ve heard others say the same thing; there has been a shift in the last couple of months. So it’s not entirely personal; a bit more platform-wide. Maybe some of the new entrants who are better at marketing are booming and leaving us less savvy people behind. Or maybe it’s due to bot/inactive subscriber clearance on Substack’s part (I noticed open rates dropping and after that my subscriber count remained static even though I could see people were signing up)
Here's to spending more time writing for our potential readers and finding our community! It doesn't always have to be niche, but it's certainly a way to find one another. The stories, for me, are the ones that make experiences feel more local and tangible. Like whenever I see a writer from NYC talk about them taking a specific train.
I’m a little in both camps right now. Trying to get subscribers but finding that I like writing short bits that relate to what I’ve written or WIP. What I like best is that people who follow me (not necessarily subscribe) have similar interests and I like reading their bits too! Thanks Annie for the information.
I'm definitely in both categories. My main WIPs are novella thrillers (domestic, psychological, crime) which I want to give updates on I'm my newsletters but I also want to share short stories in my newsletters too. If I feel excited about certain ones, I could ask the recipients if they think I should write more in those stories.
This is my FAVOURITE approach to author Substacks. Clever because you're collecting readers who love your writing and those readers are more likely to buy your books. As you say, you're also building a community by getting them involved in which stories they want more of.
Thank you for this! I’m getting ready to add a separate publication for a monthly newsletter and move my Mailerlite subs there, plus offer it to current subscribers wanting fewer emails. (In my current pub, I write twice weekly slice-of-life articles often related to writing, plus a serial fantasy.)
Great idea. If you can manage the two Substacks, go for it. Sometimes people add a second section but IMO that can get clunky and confusing for this kind of thing.
Number two is exactly what I am doing - I’m an author working on my debut (in upmarket romance) while I launch a Substack focused on serious literary style criticism of romance novels. I wasn’t sure this idea would totally work so it’s actually really validating to hear this written out this way!
Hi Rena - I've subscribed! While literary criticism can be wrought with danger for aspiring novelists, it sounds like you've really thought the concept through and will be collecting the kinds of readers who would love your novel (and that's the goal!) Congratulations on taking that first big step to build your list 😊
Oh thank you! You’ll have to tell me what you think on Tuesday 😵💫. I’m hoping what helps me navigate the dangerous terrain is my status as a genuine fan of the genre as well as the generosity I’m striving for with my criticism. We’ll see if I land it!
"An author curating a Bookstack to champion others in their niche" - I actually just started doing this! I'm a newbie contemporary romance short story author and I momentarily set aside writing my debut short story to co-write a romantasy book. I started reading short stories in 2020 and now that's pretty much all I read, and I wanted to share my favorite authors with the few subscribers I have. Along with other bookish things not related to my writing and my writing journey.
A really smart move but also such a joyful one! You’re building a community of readers who like the same stuff as you while building reciprocity and genuine connection with other writers 👏
Great post! I’m growing my newsletter organically and I’m not concerned by how many subscribers at this point. I write for me but who knows, that could change….
I thought the first point is the logical step - to then realise the chance behind becoming more topical. Still then: is this pub then just about what concerns me - or better what attracts readers?
Exactly. It depends on how much time you have to put into Substack and what you want to get out of it. I have a short story Substack that really is just for me. If there are readers, that’s a bonus.
I loved these two descriptions! Sometimes it’s hard to navigate Substack (as it is life lol), but you made it quite simple and straight to the point ☺️
A good breakdown as to the type of author newsletter but the way an author structures their newsletter should be driven by the reader they want to target and the implicit call to action. If I want mystery readers to subscribe and buy my books, I have to provide content that appeals to them. The more granular I can get about who is my ideal subscriber, the better my content can match their interests. And the better that newsletter will drive book sales.
Here's how I see the main types of author Substacks:
1. Those who write for their existing readers: WIP updates, new releases and promotions, events, etc.
2. Those who write for any reader: bookstackers and curators who engage around a shared love of books.
3. Those who write for writers: the ones offering behind-the-scenes looks at querying, submissions, publication, or their writing process.
4. Those who write for their potential reader: writers who connect through voice, stories, and themes.
The first group will grow slowly unless they already have a large fan base they can funnel in from another platform.
The second and third groups can grow quite a bit, since Substack is full of readers and writers. But I suspect the conversion rate to people actually buying *their* book is proportionally low.
The fourth type, to me, is the most interesting—and it’s what I’m trying to build with my own newsletter. Surprisingly, I don’t see this approach very often. Or maybe the algorithm is just hiding them from me because I am a writer who enjoys following writers.
I hypothesize that building this fourth type of Substack might be slower at first but more effective in the long run, since a higher percentage of your readers could eventually become book buyers.
Only time will tell!
Hey Marina - thank you for such a thoughtful contribution to the post! I can see how we authors fit into those four slots. I also have a suspicion that #4 is where it's at and am experimenting with it myself with my content plan for Our Haunted Spirits in particluar. I'll go check out your stuff 😊
Hey Annie,
I suspect the most important thing is to lead with storytelling, no matter what type of Substack you’re building. If you want people to read your stories, tell stories! That’s my premise, and I’m excited to see how it plays out. Thanks for your response!
Absolutely!
Yes - I’m going for no 4 - not a conscious decision. I wanted to grow potential readers for when I publish my book, and have found writing a weekly essay has grown my subscription base with quite a lot of engagement. Plus - unintended bonus - I am enjoying the discipline and learning a lot as well as enjoying the relationships I am developing. Still in a learning curve. Have no idea if they’ll buy the book but I’m enjoying v myself, reading and writing
That’s fantastic, Jennifer! I also believe it’s an amazing way to improve your craft. You don’t have the time—or the trust—to beat around the bush; you need to grab your readers early and hold onto them.
I’ll check out your Substack!
I agree with you, Marina. I too am the fourth type. I had fantastic growth from 750 to 4000 subscribers Mar 2024 - 2025 writing weekly essays. This has plateaued for the time being which I gather is happening for a lot of people platform-wide, but I am happy to have found a lot more readers for my work including paid subscribers.
Hey Ros! The plateauing thing is interesting. Why do you think it’s happening?
I think your approach is spot on. You’re a fantastic storyteller, and those who are drawn in by your short-form work might eventually gravitate toward your long-form writing.
Are you measuring that in any way? Has your backlist benefited from having a Substack?
I have definitely sold a few books, though I only know this from subscribers telling me that have bought them/are reading them and enjoying them. The royalty statements haven’t shifted by any significant amount… yet! I have a feeling re plateauing that there are number of factors. I’ve heard others say the same thing; there has been a shift in the last couple of months. So it’s not entirely personal; a bit more platform-wide. Maybe some of the new entrants who are better at marketing are booming and leaving us less savvy people behind. Or maybe it’s due to bot/inactive subscriber clearance on Substack’s part (I noticed open rates dropping and after that my subscriber count remained static even though I could see people were signing up)
Thanks for clarifying!
Here's to spending more time writing for our potential readers and finding our community! It doesn't always have to be niche, but it's certainly a way to find one another. The stories, for me, are the ones that make experiences feel more local and tangible. Like whenever I see a writer from NYC talk about them taking a specific train.
I’m a little in both camps right now. Trying to get subscribers but finding that I like writing short bits that relate to what I’ve written or WIP. What I like best is that people who follow me (not necessarily subscribe) have similar interests and I like reading their bits too! Thanks Annie for the information.
That’s good! Your stack is figuring out what it wants to be. And attracting readers who share similar interests is a smart strategy 🙂
For me it wasn't even a question because I write non fiction and I didn't want to write about myself. 🤣🤣
Valid! What do you write about?
Herbal infused DIY skincare and self-care.
I'm definitely in both categories. My main WIPs are novella thrillers (domestic, psychological, crime) which I want to give updates on I'm my newsletters but I also want to share short stories in my newsletters too. If I feel excited about certain ones, I could ask the recipients if they think I should write more in those stories.
This is my FAVOURITE approach to author Substacks. Clever because you're collecting readers who love your writing and those readers are more likely to buy your books. As you say, you're also building a community by getting them involved in which stories they want more of.
Thank you 😊🙏
Thank you for this! I’m getting ready to add a separate publication for a monthly newsletter and move my Mailerlite subs there, plus offer it to current subscribers wanting fewer emails. (In my current pub, I write twice weekly slice-of-life articles often related to writing, plus a serial fantasy.)
Great idea. If you can manage the two Substacks, go for it. Sometimes people add a second section but IMO that can get clunky and confusing for this kind of thing.
That’s why I wanted a separate pub. I will only send to the subscribers once a month. Thank you!!🙏
Great thinking. Good luck!
Thank you, Annie!!🙏
Number two is exactly what I am doing - I’m an author working on my debut (in upmarket romance) while I launch a Substack focused on serious literary style criticism of romance novels. I wasn’t sure this idea would totally work so it’s actually really validating to hear this written out this way!
My first essay drops Tuesday - wish me luck!
Thanks for this post!
Hi Rena - I've subscribed! While literary criticism can be wrought with danger for aspiring novelists, it sounds like you've really thought the concept through and will be collecting the kinds of readers who would love your novel (and that's the goal!) Congratulations on taking that first big step to build your list 😊
Oh thank you! You’ll have to tell me what you think on Tuesday 😵💫. I’m hoping what helps me navigate the dangerous terrain is my status as a genuine fan of the genre as well as the generosity I’m striving for with my criticism. We’ll see if I land it!
It’s a bold move but fortune often favours the bold 😊 For what it’s worth, I think bookish content is always a hit with readers.
I’m trying for a combination of both!
I love this!! @Rachael Johns Author does this in a way by still having a monthly regular newsletter. It’s a good strategy!
Rachael’s are very interesting, I love reading them, I find it harder thinking of things to write about! X
"An author curating a Bookstack to champion others in their niche" - I actually just started doing this! I'm a newbie contemporary romance short story author and I momentarily set aside writing my debut short story to co-write a romantasy book. I started reading short stories in 2020 and now that's pretty much all I read, and I wanted to share my favorite authors with the few subscribers I have. Along with other bookish things not related to my writing and my writing journey.
A really smart move but also such a joyful one! You’re building a community of readers who like the same stuff as you while building reciprocity and genuine connection with other writers 👏
I’m working on a Dungeons & Dragons like game with Superheroes, and I’ll be writing a blog/newsletter for Profiles in Heroism.
I also review comics, games, and books!
Super aligned! Well done!
There is also the third autor: Uncertain.
Perfectly fine too 😊
Great post! I’m growing my newsletter organically and I’m not concerned by how many subscribers at this point. I write for me but who knows, that could change….
The best attitude to have!
I thought the first point is the logical step - to then realise the chance behind becoming more topical. Still then: is this pub then just about what concerns me - or better what attracts readers?
Exactly. It depends on how much time you have to put into Substack and what you want to get out of it. I have a short story Substack that really is just for me. If there are readers, that’s a bonus.
I like that, just for you. I see many writers who are happy to use Substack as a way to express themselves.
I'm Team 2 - building a house.
Love this!
I loved these two descriptions! Sometimes it’s hard to navigate Substack (as it is life lol), but you made it quite simple and straight to the point ☺️
A good breakdown as to the type of author newsletter but the way an author structures their newsletter should be driven by the reader they want to target and the implicit call to action. If I want mystery readers to subscribe and buy my books, I have to provide content that appeals to them. The more granular I can get about who is my ideal subscriber, the better my content can match their interests. And the better that newsletter will drive book sales.
There are 2 types of people in this world. Those who think you can fit everyone into 2 categories…
and the rest of us.