Why Substack isn’t sending you subscribers (and what to do about it)

A subscriber recently shared this with me:

“My biggest pain point is my lack of new subscribers from within Substack.”

First, I felt that in my bones. Then I made a cup of tea.

Because, this pain point? It’s not rare. It’s the quiet hum behind every great newsletter that’s not (yet) growing like wildfire (including mine 😃).

You show up every week.

You write with your heart.

You hit publish.

You even nervously dip your toes into Substack Notes.

But the subscriber count doesn’t move. Or worse—it goes backward 😥.

It’s frustrating. It’s disheartening. And it makes you wonder: Is something wrong with me… or with Substack?

Let’s talk about it.

Substack is a platform, not a promoter.

Let’s clear something up: Substack wasn’t built to send us an avalanche of new readers.

It was built to give us a beautiful place to publish our work and email it to the people who’ve already raised their hands and said, “Yes, I want to hear from you.”

That’s a wonderful thing.

But it also means that if your list is small and no one’s sharing our work yet, Substack’s discovery tools don’t really have much to work with.

It’s like opening a charming bookstore at the edge of a sleepy town and waiting for foot traffic.

Spoiler: there isn’t any.

Not unless you put up signs, knock on doors, or offer free cookies.

Why you’re not getting Substack subscribers (yet)?

Let’s diagnose the problem without turning it into an identity crisis:

• You haven’t been recommended—yet. Recommendations are the fuel of Substack discovery. But most people recommend folks they know or read regularly. If you’re new or under the radar, you might be getting overlooked.
  

• You’re not showing up in Notes. Or you are, but you’re not being seen. Notes is a lovely place to connect, but it’s more like a high school cafeteria than a TED Talk. You have to chime in on conversations—not just wave your newsletter article around and hope for applause.
  

• Your titles might not be doing you any favours. People skim. Make your headlines do the heavy lifting. Clear > clever. (I’ve learned this the hard way.)
  

• You’re relying too much on Substack to find readers. And Substack is waiting for you to bring them.

It’s a bit of a stalemate.

Okay, so what does work to grow a newsletter on Substack?

Now let’s move from diagnosis to treatment.

You can absolutely grow on Substack—but the momentum starts outside of it.

Here are seven things you can do (starting today) to attract new subscribers (and yes, I’ve tried all of these):

1. Promote Your Work Elsewhere.

You need an off-Substack growth engine.
This could be LinkedIn, Twitter/X, Instagram, Medium, a podcast—whatever suits you.

Every week, I repurpose bits of my newsletter for LinkedIn.
A snappy hook, a story, a “read the full thing here” link.
And I always tell people why they should subscribe—because “hope they’ll find the button” is not a strategy.

2. Engage authentically on Substack Notes.

Two notes a day, bring the subscribers your way. (My new slogan)

I did a 45-day challenge of writing two notes a day, and the results were amazing.

Substack audience gets to know you through your notes. The more active you are on Notes, the more people get to know you.

Don’t just post links to your articles. That’s the social media version of handing out business cards at a funeral.

Instead, join conversations. Leave thoughtful comments. Share insights. Be a person, not a pitch.

3. Collaborate with other writers.

Find your newsletter neighbours—the ones writing about similar things.
Offer a value-based shoutout swap. Or just support their work. People remember generosity.

4. Invite your existing audience.

Do your LinkedIn connections know you have a Substack?
Does your email signature include your newsletter link?
Have you posted about your work more than once this month?
If not—start there.

5. Make your offer about transformation

Not: “I help creative professionals and creative businesses deal with issues that keep them from growing and prospering.”

Instead: “I help creative professionals turn their scattered ideas into one standout offer—and book their first $10K client in 90 days.”

Not: "I help creatives through my consulting practice and by telling stories of struggle and success."

Instead:“I help creatives move from stuck and scattered to clear and confident through story-driven strategy and 1:1 consulting."

People don’t buy vague. They buy outcomes. Clarity builds trust, and trust builds subscriptions.

Your newsletter should promise something—even if that promise is simply “You’ll laugh, feel seen, and write more this week.” People want to know: What’s in it for me? Spell it out.

6. Align your Bio, Newsletter Intro & About Page with your offer

Gone are the days when people subscribed just because your newsletter had a nice name. These days, readers investigate. They check:

• Your Substack bio

• The little intro at the top of your newsletter

• Your About page

And if those three things say wildly different things—or nothing at all—about what you actually do, they’ll back away quietly, like a guest who just opened the wrong door at a dinner party.

Make sure every touchpoint reflects the same clear message:
Who it’s for, what you write about, and what readers can expect.

7. Find out where your niche audience is, then tell them where the party is.

If your newsletter is for a specific audience—like midlife women, stuck creatives, or nostalgic baby boomers who still remember dial-up—don’t wait for them to magically discover you.

Find where they hang out. Are they on LinkedIn? Slack communities? Facebook groups? Reddit threads? Book clubs? Discord servers?

Go where they are. Join the conversation. Share your insights. Be helpful. Be human.

And then give them the invite to your party. Bring them over, one by one.

This part is slow, but it’s powerful.

Because the people who come this way? They stick.

Now, the real secret? You.

The hard truth (and also the hopeful one) is this: “You are your own discovery engine."

You can’t wait for the algorithm.
You are the algorithm.

You write.
You show up.
You talk about your work.
You make friends.
You give. You ask.
You build slowly.

And then—one day—you’re someone else’s favorite recommendation.

Substack is not a megaphone.
It’s a microphone—one that works best when people are already leaning in.

So if you’re feeling invisible, don’t take it personally. Take it strategically.

Start small. Share often. Be brave. Build the traffic yourself.

And remember: even the biggest newsletters started at zero.

Want my eyes on your Substack?

Become an Inner Circle Member, and you’ll get a 1:1 Substack Assessment with me.

In one focused hour, I’ll:

• Review your newsletter, bio, About page, and welcome email.

• Help you refine (or pinpoint) your core offer.

• Give you a written action plan to improve your positioning, messaging, and subscriber growth

Think of it as a personal tune-up for your newsletter—so it finally says what you really mean, and speaks directly to the people you want to reach.

Inside Author Circle, I help you build momentum, find clarity, and yes—actually finish the thing.

That’s all from me today.

As always, thanks for reading.