The Surprising Reason Why Your Content Isn't Resonating with Your Audience (And How to Fix It)
"Substack is like a self-therapy platform for writers.”
That was the first note I read when I just joined Substack.
And you know what? I totally felt the same way in the beginning. Actually, I still do. There's something really therapeutic about putting your thoughts out there. Substack lets you build your name as a writer by just being yourself - showing up, being real, and connecting with people.
The magic happens when you stop trying to be perfect and just let people see the real you - all the ups and downs, the messy stuff, the happy moments.
But here's what's weird: why are so many writers showing up every day, being super authentic in their posts and notes, but still not finding readers?
Last week, I talked to about 15 different Substack writers who were all feeling rather down because it seemed like nobody was reading their stuff. So I checked out their publications, wanting to help.
What I found was actually pretty surprising - and really hopeful! Every single one of these writers was making the exact same mistake.
The good news? After they fixed this one issue, all of them saw their open rates jump by at least 5%..
Should we jump in?
I launched my Substack last May with no social media following or any other email list lying around. Within six months, I became a Substack Bestseller and began earning a living from my writing. If you're ready to start earning from your writing in 2025, let’s explore the fast-track steps together.
Here is what I found
These writers were creating amazing content, but they were writing with only themselves in mind.
It's like they were writing for an audience of one - themselves. Their newsletters were essentially private conversations with themselves that they happened to publish publicly.
Of course, that can be absolutely fine - but it depends on your goals.
In the case of these 15 writers, they had subscribed to
because they actually wanted to build a business. They wanted paid subscribers. But they'd forgotten one crucial thing: to write for their audience.When I asked them "Who are you writing this for?" most of them gave vague answers like "people interested in personal finance" or "anyone who likes good writing." And when I asked what specific problem they were solving for their readers? Blank stares.
The issue was that they were not thinking about who was on the other side of the screen.
To build a successful newsletter (especially one people will pay for), you need to know exactly two things:
Who you're writing for - not just broad demographics, but their specific situation, mindset, and needs
What problem you're helping them solve - what keeps them up at night that your writing addresses
And to all my fiction writers out there - this applies to you too! Know your audience. Write for them as much as you write for yourself. Your stories need to connect with specific readers who are looking for particular experiences.
The moment these writers shifted their focus from "what do I want to write about?" to "what does my audience need?" everything changed.
Their writing became more focused, more useful, and ironically, even more authentic than before.
How to find out what your audience wants
So how do you figure out what your audience actually wants? It's simpler than you might think.
Through a lot of trial and error with my own community and endless talks with experienced and new writers, I came up with these actionable steps to get there.
And to finally write content that your audience can resonate with.