How to Create a Substack Newsletter (Step-by-Step Guide)

So you want to start a newsletter on Substack?

Good choice.

Substack is like if an email platform and Twitter had a baby. You get to publish content AND you actually own your audience.

Unlike Instagram, LinkedIn, or TikTok where you’re building on rented land, Substack lets you export your subscribers. They’re yours.

But here’s the thing: most people screw this up before they even click “publish” on their first post.

They skip the most important step.

And then they wonder why nobody subscribes.

Let me show you how to do this right, step by step.

Step 1: Pick Your Niche (Do This BEFORE You Create Your Account)

This is the step everyone skips.

And it’s why most newsletters die after three posts.

You need to know exactly who you’re writing for and what problem you’re solving. Not “kinda” know. Not “I’ll figure it out as I go.” You need crystal clarity.

Why going broad kills your newsletter before it starts

Most people think: “I’ll write about productivity. Everyone wants to be more productive!”

Wrong.

Here’s what happens when you go broad:

• You’re competing with thousands of established creators
• Nobody sees you as THE authority on anything
• Your content gets buried in the noise
• People scroll past because it’s not specifically for them

Think of it like this: Would you rather be a small fish in the ocean, or a big fish in a pond?

Broad topics = ocean. You’re invisible.

Micro-niches = pond. You dominate.

The micro-niche formula

Here’s how to narrow down your topic:

Step 1: Start with your broad topic

What do you know a lot about? What could you talk about for hours without getting bored?

Examples:

• Productivity
• Fitness
• Marketing
• Parenting
• Investing

Step 2: Pick a specific audience

Who exactly needs this information? Get as specific as possible.

Don’t say “people who want to be productive.” That’s everyone.

Say “content creators” or “busy parents” or “freelance designers.”

Step 3: Identify one clear problem

What’s the main thing keeping this audience up at night? What would they pay to solve?

Broad topic → Micro-niche examples

Let me show you what this looks like in practice:

• Productivity → Productivity for content creators
• Fitness → Helping men over 50 lose belly fat
• Marketing → Email marketing for coaches
• Parenting → Gentle parenting for divorced dads
• Investing → Real estate investing for people with full-time jobs

See the difference?

The first version is forgettable. The second version makes someone say: “Wait, that’s exactly me.”

Test if your niche actually works

Ask yourself these three questions:

1. Can you describe your audience in one specific sentence?
2. Can you name the exact problem you solve?
3. Is there an underserved market here?

If you answered “no” or “maybe” to any of these, your niche is too broad.

Go back. Get more specific.

What if you can’t choose?

Pick the intersection of:

• What you know (your expertise)
• What people struggle with (their pain)
• What you enjoy talking about (your interest)

Choose one and commit for 100 posts.

You can always adjust later. But you need to start somewhere specific.

Don’t overthink this. Just pick something and move forward.

Step 2: Create Your Substack Account

Alright, now that you’ve got your niche nailed down, it’s time to actually create your account.

This part is straightforward. Don’t make it complicated.

The basic signup

Go to Substack.com and create your account:

• Type your email address
• Enter your name
• Choose a password (make it stronger than 1234567)
• Accept the terms and conditions (or skip reading them like everyone else does)

That’s it. You’re in.

What happens next

Substack will ask you to create a “publication.”

This is where all your content will live. Think of it as your newsletter home.

Don’t rush through this next part. It matters.

Step 3: Name Your Newsletter

Substack is going to ask you two things. Both are important.

Your publication name

You’ve got two options here:

Option 1: Use your name

Best if you’re building a personal brand. Simple. Clean. Timeless.

Example: “Matt Giaro”

Option 2: Use a niche-specific name

Best if you want the name to tell people exactly what you’re about.

Examples:

• Broad: “The Productivity Letter” (meh)
• Micro-niche: “Creator Productivity Weekly” (better)

For niche-specific names, think about what your audience searches for. Make it obvious what problem you solve.

If you’re helping people invest in real estate while working full-time, something like “The 9-to-5 Real Estate Investor” immediately tells people what you’re about.

If you’re stuck, there are newsletter name generators online. But honestly? Just keep it simple.

Your publication URL

This is your permanent Substack address.

My recommendation: use your name.

Example: yourname.substack.com

Why? Because it’s flexible. If you pivot topics later (and you might), your name still works.

Can’t easily change it later, so choose wisely.

My setup as an example

• URL: mattgiaro.substack.com
• Publication name: Ideas To Income

The name reflects my niche (helping experts monetize their knowledge), but my URL stays neutral.

Click “Continue” and you’re into your publisher dashboard.

Step 4: Understand Your Publisher Dashboard

This is your content control center.

Everything you do on Substack happens here:

• Writing posts
• Publishing Notes
• Tracking subscribers
• Managing settings

Think of it as your cockpit.

But here’s the rule: Don’t post anything yet.

I know you’re excited. I know you want to hit publish.

But there’s something critical you need to fix first.

Step 5: Write Your Substack Bio

Your bio is the first thing people see when they land on your profile.

They’re going to decide in about three seconds whether you’re for them or not.

Three. Seconds.

That’s why your niche needs to be crystal clear here.

The bio formula that works

Here’s the template:

“[Credential/experience]. Helping [specific audience] [solve specific problem].”

That’s it. Simple. Direct. Clear.

Let me show you what this looks like in practice.

Bad bio examples

“Writer. Coffee enthusiast. Exploring creativity and life.”

What’s wrong with this? Everything.

• Who is this for?
• What problem does it solve?
• Why should anyone care?

Nobody knows. So nobody subscribes.

Another bad one:

“Cat lover. Exploring the world. Sharing my journey.”

Cool. Great for you. But what’s in it for me?

Good bio examples

“Fitness coach with 15 years of experience. Helping men over 50 get rid of belly fat.”

See the difference?

• Clear audience: men over 50
• Clear problem: belly fat
• Clear credential: 15 years of coaching

Here are more examples:

“Former teacher turned 6-figure course creator. Helping coaches build online courses that actually sell.”

“20-year real estate investor. Showing full-time employees how to buy rental properties without quitting their jobs.”

“Divorced dad of 3. Sharing gentle parenting strategies that work when you only have weekends.”

Each one speaks directly to a specific person with a specific problem.

What to include in your bio

1. Your credential or experience (if you have one worth mentioning)
2. Who you help (your specific audience)
3. What problem you solve
4. Write it like you’re talking directly to one person

What NOT to include

• Generic personal interests that don’t relate to your niche
• Vague statements about “sharing your journey”
• Anything that makes people guess what you’re about

If it doesn’t help someone self-identify as your ideal reader, cut it.

Add your profile picture

Upload a clear photo of yourself.

Use the same photo across all your platforms (LinkedIn, Twitter, your blog). Makes you instantly recognizable.

People trust faces. Don’t use a logo or an AI-generated image. Just use your face.

Step 6: Publish Your First Post

Alright. Account created. Niche defined. Bio written.

Now you can finally start creating content.

The two types of content on Substack

Text Post:

• Long-form article
• Goes to all your subscribers via email
• Your main newsletter content

Note:

• Short-form post (like Twitter, but no character limit)
• Appears in Substack’s social feed
• How new people discover you

Both matter. But they serve different purposes.

How to publish your first Text Post

1. Go to your publisher dashboard
2. Click “New Post”
3. Select “Text Post” from the dropdown
4. Write your article in the editor (it’s straightforward)
5. Add images if you want
6. Hit publish (or schedule it)

What to write about in your first post

Your first post should establish your niche and build trust.

Here are some ideas:

• Introduce yourself and explain why you care about this problem
• Share your origin story related to your niche
• Teach one specific tactic that solves a small version of their big problem
• Expose a common mistake people make in your niche

Examples by niche:

• Productivity for creators: “The 3-Hour Content Creation System I Use Daily”
• Men’s fitness 50+: “Why Traditional Diets Fail After 50 (And What Works Instead)”
• Email marketing for coaches: “The One Email That Made Me $5,000 Last Month”

Make it about them, not you. Give value immediately.

How to publish your first Note

Notes are simpler:

1. Click “New Note” in your dashboard
2. Write a short insight related to your niche
3. Post it immediately

Notes appear in Substack’s feed where other people can see them. This is how you get discovered.

Examples of good first Notes:

“Most people think productivity is about doing more. Wrong. It’s about doing less of the right things.”

“After 50, your metabolism isn’t broken. Your approach is.”

“Your email list isn’t too small to make money. Your offer is too vague.”

Short. Punchy. Related to your niche.

Step 7: Choose Your Newsletter Format

There’s no “right” format for a newsletter.

But there are formats that work better than others.

Format 1: Conversational emails

This is what I use.

Write like you’re talking to one person. Personal. Personality-driven. One idea per email.

Focus on teaching something small but useful. Then make it conversational.

Example flow:

• Hook (grab attention with a problem or insight)
• Story or explanation
• Actionable takeaway
• Simple call-to-action

Builds a strong connection with readers over time.

Format 2: Template-based newsletter

Some people like structure. If that’s you, use a template.

Example structure:

1. Your article or insight
2. A relevant article from someone else in your niche
3. A recommendation or resource

Jamie Northrup uses this approach in his “Minimalist Hustler Daily” newsletter. Keeps it consistent and easy to batch-create.

Format 3: Tutorial or listicle articles

These perform well and are easy to write:

• How-to tutorials: “How to [Solve Niche Problem] in 5 Steps”
• Listicles: “7 [Niche] Tips to Achieve X”

Examples:

“5 Mistakes Content Creators Make That Kill Productivity”

“7 Strength Exercises Men Over 50 Should Do Weekly”

“3 Email Subject Lines That Get Coaches Clients”

Pick one and stick with it

Don’t overthink this.

Find newsletters in your niche and see what they do. Test different approaches. See what feels natural.

But stay laser-focused on your niche. Every email should relate back to the problem you solve.

You can use AI to speed up the writing process, but it still needs your voice and personality.

Step 8: Set Your Publishing Schedule

Consistency beats perfection.

Let me say that again: Consistency beats perfection.

Your first posts will probably suck. That’s fine. You need volume before you get good.

Recommended posting frequency

For Notes: Post 1-3 Notes every day.

All related to your niche. Keep you visible in the feed. This is your primary discovery tool.

For long-form articles (Text Posts): Publish 1-2 per week.

Gives you time to create quality content. Sustainable long-term.

The 100-piece reality check

Plan to write at least 100 pieces in your niche.

That’s when you’ll start seeing real traction. That’s also when you’ll actually get good at it.

Why 100?

Because competition is fierce. Even in micro-niches.

Your first 10 pieces? Probably bad.

Your first 50? Getting better.

Your first 100? Now you’re figuring it out.

Most people quit after 10. Don’t be most people.

Why consistency matters more than talent

You need to enjoy your niche topic. Because you’ll be talking about this for months. Maybe years.

If you hate your niche after 10 posts, pick a different one.

But give it at least 100 pieces before you quit. That’s enough data to know if it’s working.

The people who succeed on Substack aren’t the best writers. They’re the most consistent writers.

Step 9: Grow Your Subscriber List

Writing great content isn’t enough.

You need people to actually see it.

Here’s how to grow from zero.

Path 1: If you already have an audience

Got a LinkedIn following? Twitter audience? Existing email list?

Use it.

For social media followers:

Post about your Substack regularly. But make it clear who it’s for.

Don’t just say: “I started a newsletter!”

Say: “If you’re a [specific audience] struggling with [specific problem], I just started a newsletter for you.”

Add your Substack link to all your bios.

For existing email lists:

Use Substack’s import feature:

1. Go to Settings
2. Click “Import subscribers”
3. Upload your list (CSV file)
4. Done

You’re not starting from zero.

Path 2: Growing from scratch

Don’t have an audience yet? Here’s what to do.

Use Substack Notes as your discovery engine

Notes are how people find you on Substack.

Every Note should relate to your niche. Share insights, tips, lessons about your specific topic.

Don’t post random thoughts. Stay focused.

The daily interaction strategy

This is the fastest way to grow:

1. Find 10-20 creators in YOUR SPECIFIC NICHE (not just any creators)
2. Spend 15-30 minutes per day interacting with their content
3. Leave thoughtful comments on their Notes
4. Post your own 1-3 niche-focused Notes daily

Why this works:

You get seen by people already interested in your niche. They check your profile. They see you’re focused on their problem. They subscribe.

Example:

Let’s say your niche is “productivity for content creators.”

Find creators writing about:

• Productivity
• Content creation
• The creator economy

Comment on their posts. Share your own productivity insights. Their audience becomes your audience.

How to comment effectively

Don’t leave garbage comments like “Great post!”

Add to the conversation. Share an insight. Ask a thoughtful question.

Example:

Someone posts about morning routines. Instead of “Love this!” you write:

“This is exactly what I needed. I’ve found that batching content in the morning (before checking email) has 3x’d my output. Do you batch or spread tasks throughout the day?”

See the difference?

Other growth methods

• Guest posts: Write for other Substacks in your niche
• Cross-recommendations: Partner with similar newsletters for mutual promotion
• Recommendations can drive 40%+ of growth for some writers

But start with Notes. It’s the most accessible method for beginners.

Step 10: Keep Everything Simple

Here’s what trips people up: they try to do too much.

They want the perfect name, perfect bio, perfect first post, perfect strategy.

Perfection is the enemy.

Just start.

Write your first post. It doesn’t have to be amazing. It just has to exist.

Post your first Note. It doesn’t need to go viral. It just needs to be relevant to your niche.

Comment on someone else’s content. It doesn’t need to be profound. It just needs to add value.

Do this consistently and you’ll grow.

Your Action Plan

Here’s exactly what to do, in order.

Do this today (before anything else):

1. Define your micro-niche using the formula
2. Write it down: “I help [specific audience] [solve specific problem]”
3. Test it with the 3 questions I gave you earlier
4. Only move forward once this is crystal clear

Then create your account:

1. Sign up for Substack
2. Choose your publication name
3. Set your URL (use your name)
4. Write your niche-focused bio
5. Add your profile picture

Do this this week:

1. Publish your first long-form article (Text Post) about your niche
2. Post 3-5 niche-specific Notes
3. Find 10-20 creators in your exact niche
4. Start commenting on their content daily
5. Make every post crystal clear about who you help and what problem you solve

Do this this month:

1. Publish 4-8 niche-focused articles
2. Post Notes daily (1-3 per day)
3. Interact with creators in your niche every single day
4. Track your subscriber growth
5. Pay attention to which topics get the most engagement

The Truth About Getting Started

Your niche choice matters more than your writing quality.

Broad = invisible. Specific = discoverable.

Your first pieces will be imperfect. That’s completely normal. You need volume before quality emerges.

Aim for 100 total pieces in your niche to see real traction.

If you hate your niche after 50 pieces, you can pivot. But you need focus to break through the noise.

Most newsletters fail because people try to appeal to everyone. Don’t make that mistake.

Pick your pond. Dominate it. Then expand.

Start today with a clear niche, not tomorrow with a vague one.