With more than four years of writing a weekly Substack–My Home Office Hacks–I have some thoughts on how to start a ‘stack’. I was recently interviewed on that very topic. Here’s the first part of that interview.

Q: What’s the biggest mistake you see people make when starting a Substack newsletter?
A: People assume it works like Field of Dreams that if they build it, readers will magically show up. A Substack is more like self-publishing a book. Once you have book in hand, the real work begins–marketing. Even people you expect to be no-brainer subscribers—friends, colleagues and your existing network often don’t sign up. You have to build your own audience, and that takes consistent effort.

Q: What should someone do immediately after publishing their first issue?
A: First, post a Note. Notes are Substack’s version of social media, and they’re one of the fastest ways to get visibility inside the platform. Then share your post on your own social channels. Just as important: subscribe to other Substacks and recommend the ones you genuinely like. When you recommend another publication, readers from both newsletters can see that connection—and curiosity alone can bring new people to your work.

Q: Some writers worry that recommending other Substacks sends readers away. How do you respond to that?
A: The foundation is good content. If readers like what you write, they’ll come back. Recommending quality Substacks actually enhances your credibility, especially when they cover a similar subject area. It shows you’re thoughtful, well-read, and part of a larger conversation—not just shouting into the void.

Q: You emphasize “good content” a lot. What does that actually mean?
A: Good content starts with genuine interest. You should care about what you’re writing. It also needs to be in your voice and reflect your point of view. Just like on a website, social media, or a traditional newsletter, stories sell—or in this case, they get people to stick around. The goal is to earn trust and engagement first. Free subscribers today can absolutely become paid subscribers later.

Q: When should writers start thinking about monetization?
A: Later than most people think. Focus on creating good content and building a following before introducing a paid option. And for some writers, monetization may not be the goal at all. If your objective is to spread your message, build authority, or reach a new audience in a different forum, a free Substack can be incredibly effective on its own.

Q: If monetization isn’t the goal, how should writers measure success?
A: Success looks different for everyone. Early on, I got hung up on subscriber numbers—and there’s definitely a dopamine hit when that number goes up. If I were starting again, I’d focus more on engagement. An engaged reader who comments regularly can make content creation much easier and far more enjoyable.

Q: How can writers encourage engagement?
A: Polls are a great place to start. Substack’s poll feature is simple and effective, and the results can easily become the basis for a future issue. If you’re using the free version, comments matter—but you have to invite them. Ask pointed questions. Even small incentives, like a $5 Amazon gift card for a poll, can help get the conversation started.

Q: How do you turn reader feedback into future content?
A: Let’s say you run a poll asking what topics readers want more of. In your next issue, you can write about the results and link to articles you’ve already written on those subjects. Comments work the same way. Even a handful of thoughtful responses can spark an entire article.

Q: Does this approach still work with a very small audience?
A: Yes—but I’d recommend first focusing on getting to about 100 subscribers. That usually doesn’t take long if you’re writing consistently, posting Notes, and sharing your work. Cross-promotions with other Substack writers can help you get there quickly. You can ask friends or LinkedIn connections to subscribe or share—just be realistic. It works best when there’s genuine interest in your topic.

Q: What’s a realistic 30-day plan for a new Substack writer?
A: Keep it simple. Write one good article a week. Post. Share it on social media. Repeat. That’s still my approach with My Home Office Hacks. Some writers publish daily and post constantly—but it really comes down to how much you want to do and what’s sustainable for you.

Q: What’s the one mindset shift new Substack writers need to succeed?
A: It’s not Field of Dreams. If you build your Substack, people won’t automatically come. You have to be willing to do it for nothing at first. But if you love writing and genuinely want to share your voice, you will find your audience.