What happens when you put Substack writers in the same room?

Each person has their own formula, vibe, and vision. Yet, potential is the winner.

👋 Dear creative. Happy new month. How are you doing today?

Immense talents and builders paving the way.

Last month, I was invited by Substack to the launch of their French division. All I knew was that I had questions to ask, and I did not know what to expect from such a move by the leading platform. I arrived just in time to hear the final words of Marissa Cox, a partnership associate for Substack France. She talked about the potential for the French writers to create a unique Substack experience, as in London or the US.

Promising, I thought.

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📈 Substack arrives in France. New market?

We were many Substack writers, from leading voices to newbies, and from robust writers to curious explorers to artisans of the platform. It was an eclectic set of people with a common thread: Substack gives writers some Media vibes!

I discovered many French writers who excel at telling their unique stories but also travel back and forth from English to French. We discussed how very few people in France knew about Substack. Nevertheless, France is a land of many writers, and such a move signals market growth. I had already seen many French publications on marketing, tech, French lifestyle, and food. I knew it was just a debut. Now, the adaptation of a platform and a country begins. 

Within that room, full of books, I listened to all this information on writing, growth, collaborations, and how to succeed on the platform. And I thought, Wow! It is no joke. People are really owning their Substack for business. I finally saw, tangibly, the potential of Substack. Yet, I also realized all the leverage for each author to stand out as they were standing out.

☕︎ Let’s dive into thoughts, truths and questions for any Substack writer who dives into the platform. Yes, my baby Substack writers, this is for you!

Each person has their formula, vibe and vision. Yet, potential is the winner.

© Keva Epale

🎯 Some insights on growing a Substack from those who are nailing it

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✅ French writers writing in French and those writing in English

I thought there would be mainly French writers present, but surprisingly, I found many English writers. Many are American, British, and more and live in France. It was nice to hear bilingual conversations here and there. 

As for full French publications, it felt like the audience was smaller yet more engaging. If you gain traction in France, you will stand out even more. Even if some features could be adapted or translated into French, new French readers can adapt to the substack ecosystem. I then realized how challenging it can be to be French and write in English for such a competitive audience as global English readers. Despite the language gap, I know what matters is that your language choice feels right. Moreover, nothing stops you from using more than one language in different publications.

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✅ How do you get 15,000 subscribers?

I listened to all these stories of publications nailing it on Substack. Some are full-time and thriving and I heard numbers I never thought possible for an email newsletter. At least not this close to me. After all, Substack is a platform like any other; some major publications reside on the platform, and they have a massive following. 
While interacting with two fellow writers, I asked that question a little naively: How do you get 15,000 Subscribers? I am sure they were a little startled. I guess I was curious about some steps and roadmaps for magnetizing so many readers.

They told me everything resides in consistency and organization. But also thinking strategically about your publication, and so on.
There is no specific answer to such a question. Only the one who has achieved that growth can reveal a unique process. They shared their journey, which is not an easy one, but a possible one.

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✅ They know the rules of traditional publications

One specific writer shared her Substack story, where writing has gained a significant space in her life. She is a full-time journalist for a big magazine and knows the ins and outs of ‘‘what is a publication’’. She shared with me how that experience is super valuable yet somewhat limiting. Today, thanks to her publication, she can speak her true voice. Creating a publication can be a revealing and liberating process! Not everyone will understand your writing venture, especially if you are a renowned writer elsewhere.

I also noticed many of these writers were journalists and/or had worked for renowned publications. I was surrounded by people who knew the rules of writing, marketing, storytelling, and capturing the reader.
For many, it is a thought-through step to have a Substack. I started mine on a whim, and I have not looked back since. Today, as I evolve, I see the long-term, but at its core, I navigate my Substack as an artisan. It was interesting to witness how prepared some are and how organized and strategic they have become.

One keyword I heard was disruption. When you know the rules of traditional publications, you can use and hack them within your publication. You can dare to talk about topics a traditional publication wouldn't dare tackle. Having a background is an advantage, but mostly an opportunity to play with the rules your way. Disruption, indeed, is something I believe in and train towards.

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✅ Repeated words: consistency, growth, ideas, business mindset

• One of my first conversations was at the orange juice station, where I started talking with a Substack representative. She asked me how I got onto the platform, and I shared my intro story to Substack. Her questions and answers revealed some milestones for a new Substack writer. 

  Initially, I joined the Substack platform without a pre-existing email list. During the conversation, I observed that many authors brought a significant number of readers to the platform. So, it is quite a confident move to grow from there. For those who start from scratch, it takes more endurance and time to attract their loyal readership.

• Secondly, there is consistency. She told me to grow on the platform; writing more than once a week is essential to growing your subscriber base! However, it's crucial to follow your own pace but keep in mind that the more you write, the more you will attract subscribers on Substack. 

• Lastly, big accounts are magnets for support from Substack. 

I listened to her and wondered: Well, before they became big accounts, they were small, right? How do you help small publications? How do you keep up-to-date to promote their work or discover them? Our talk ended there; I could not ask more of these questions because she had to leave. From what I heard, the more accounts can drive paid subscriptions and community, the more Substack earns money and grows. So, I guess it is a journey of doing your best work and listening to your readers (if you can have that engaging feedback to improve and serve). 

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✅ Foodie talks and mindset

You know I love food talks! A fellow writer introduced me to a leading French writer and chef. I asked him many questions about his Substack and his process, and he was kind to share many interesting insights. You know, when you meet someone who loves what he is doing, he is free and speaks from his core. That is inspiring!
He was a chef in a restaurant for years and decided to go solo and create his own world to find a better sense of happiness and purpose. His quest for alignment reminded me of my journey, and I understand better his dedication to his craft.
He spoke about his Substack with such intensity and care that I got the picture: that drive and play to create. It was refreshing to witness that.

We talked about how food is a magnet. People love reading, watching, and listening to everything about food, especially in France. Food attracts like crazy! Yet, it takes more than that to make your readers captivated. He shared that he also uses social media and live events to promote his books, work, and vision of cuisine. 

It takes many leverages to reach magnetism. Beyond that, it is a brand effort. Your Substack is just one canal in your brand awareness. And any new project, collaboration, or partnership serves the overall vision.

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✅ When you dive into a bigger pond

I have found myself in rooms with people of influence. I have talked to people with higher levels of business and content creation. Moreover, I have met designers I admire and look up to. And I think to myself, How do they do it?
When you find yourself in a bigger pond, it is a window to possibility.
That evening, surrounded by writers, journalists, and even chefs who write, I was there as a creative (a designer, an illustrator, and more) who writes. I felt a little bit thrown into a bigger pond; it was uncomfortable and triggering as well. Do I consider myself a writer? Can I finally add that to my panel of talents without the accreditation of a renowned publication? I have never written for anybody other than myself. Credibility, I thought, does help a lot, and so does talent. 

Even if I started my design years at AD magazine as a trainee, I did not stay in that field. A little anecdote: I will never forget the day I was sent to Vogue magazine in Paris to deliver a proofread. I thought to myself: What a dynamic place.
I reckon, younger, I had dreamed of owning a magazine one day. It was part of my creative dream kit. So, that evening, surrounded by all these people who had pursued journalism and beyond, It felt like a coincidence or a message from a distant past. Nothing happens by mistake.
I saw my younger self walking in those rooms and observing how you bring a magazine to life. It was an early experience that directed many steps in my life. For example, my years in the cultural sector, my love of books and my dedication to illustration and writing. But also creating projects, managing and seeing the bigger picture of a project. A bold reminder and confirmation of what is possible if it’s what you love and want to pursue.

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✅ Think like a publication

I realized how strategic some writers were early on about their branding. They had gear for that system: the name, visuals, copywriting, social media, and more.
A publication must be identifiable, not only visually but also thanks to its style of approaching topics. A signature publication is memorable, the writers do not give the tone, the publication does. 

Thanks to my design background, I have been experimenting with my Substacks. I knew they would be visual alongside writing statements. It takes a lot of people to do it—to design, write, edit and promote. When you are alone and do it yourself, seeking advice from successful writers on the platform can be pivotal. I talked to one writer and journalist who took that step and asked an agency about the best practices to start her Substack. Such as think branding, think editorial and think voice... As I observe many writers today, it is clear that having a branding foundation for your Substack gives you a highway of focus.

I also talked with her about the ability to be experimental and transform that trait into DNA for your publication. We discussed how some renowned publications dedicated to one topic could find it challenging to suddenly talk about a radically different topic. For sure, It can be confusing for any reader, especially if they are not prepared or used to that diversity. After all, readers come for one thing and more, but they mostly come to your publication for your voice that YOU is the key! Behind our publications, there is a YOU, WE, and THEM. We are approachable; our readers can reach us and connect. Thanks to our independent status, we can decide where to lead our publications. External economic or political influences do not bind us.

Thinking publication is thinking vision. Within that vision, you can explore and experiment in all relevant directions. It may be one or more if they all fit under the umbrella of your publication it is part of the bigger picture.

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✅ Duo newsletter strategies

I found someone else who has a duo newsletter! We both realized we had a similar approach to Substack: two newsletters with separate topics. We laughed about that dynamic and how it was a paying one. Both letters feed each other. Readers come from both sides and as a result, it is a dynamic flow from one to the other. That was a funny encounter! It is always nice to share similar experiences and results we witness. It works for real on both sides!

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✅ Possibility is the winner

As I was walking away from that café and heading to the subway, I was full of peace and contentment. As I said before, the day I decided on a whim to start this newsletter, it was an intuitive instruction. I am grateful I followed the hunch and pushed through the process.
I started with no email list; I probably had first on board my mom and sister. 
You can start from scratch or with a loyal readership. There are no written rules for starting or succeeding. And more importantly, a question to often ask oneself is: What is success for you anyway? 

During that evening, I saw people who were like me. They have many activities and projects. Yet, they have succeeded in turning their Substack into a magnet for many. From their stories, I know it was not an easy ride, but once you align ✦ vision + strategy + opportunity and patience, writing a Substack can become a surprising experience. 

I don’t think having a French division will change my Substack life. It is good to see fellow writers, but more than ever, possibility is the winner. The journey is to reveal what a Substack publication can be and can do for myself and others. Whatever you decide it to be, it is a powerful platform and toolkit to ''do your thing'', learning from those who own their Substacks by owning their stories. 

There is no recipe for success on Substack. Each one of these authors did it their way. They disrupt the space in their style and thinking. Those are the beginning steps of magnetism.

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🔥 Some of the authors I met at the event:

✦ Simon Auscher is all about food storytelling, with great detailed content and yummy recipes. I love how didactic his recipes are.
✦ Constance Dovergne brings a new narrative to lifestyle topics. I am looking forward to witnessing her alternative approach to major magazines out there.
✦ Samuel Lopez-Barrantes We did not speak much but I already knew his Substack. His Substack is a masterclass on writing. Go check it out!
✦ Augusta Sagnelli took pictures of some substack writers and kindly put you at ease. She talks about photography and has a powerful graphic eye. Dive in, it is art!

Voilà! A short list of engaging people to learn from. There were many more writers, but I did not speak to everyone. And I did not find a list of writers present that night. Hopefully, more names will appear in your feed by discovering a new writer on the list.

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I hope you found some cheerleading in these words. I wanted to render what I perceived and felt that evening, probably for someone new and curious about the platform's potential. Wondering: What if?
The platform changes every day, and despite these changes, new writers can easily craft their spaces and create their stories. As always, the big goal is to focus on what you want to say and bring into this creative world. 

Be inspired and go ''do your thing!''
Sending 💌 vibes.

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PS: Yes, many readers read only through emails. They don’t reply or comment, but they read. No matter your publication scale, it is just part of how many readers like to receive their favourite publications. That inbox is the statement so far.

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🤩 Creative awe

• 📢 Pitch yourself to success (A deep dive into the importance of PR with Lucy Werner: PR expert and author of Brand Yourself and Hype Yourself).

• 🎨 Pantone invades your home (H&M Home x Pantone created a gorgeous collection! So graphic, organized and refreshing. Yummi for the eyes!).

• 🔮 The Purpose of Dreams (Brain surgeon Dr Jandial shares the significance of dreams, their impact on our waking life, and the mysterious workings of our minds during sleep).

• 🌱 Simplified by Rishav Jain (A weekly newsletter that simplifies complex ideas into actionable insights. I find humbling and moving his realisations on life and owning your path).

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To you who dare to take that pen: to write, draw, direct, and critique. You who elevate, think, surrender, love and seize. I lift my glass to you and claim you are the heroines and heroes in the room.

Keva

I hope you enjoyed this new deep dive. It was another layer of growth for me: finding peace with my Substack pace. Thank you for being here!
If you want to support my work you can subscribe or upgrade. More ways to share the love here. I leave you with one of my favorite songs these days. Enjoy!

Have a bright week,
Keva.

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