SUBSTACK: Things You Should Know

While I love Substack, here are a few weaknesses you need to consider regarding the Substack platform. A must-read for new Substackers.

There have been many questions recently about Substack’s functionality - lost posts, Twitter X compatibility, lost conversations, and a host of others. As per my norm, I have done boatloads of research regarding these glitches. Here are a few of my findings.

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Most platforms use a marketing strategy called Top Funnel Marketing. Top-of-funnel marketing refers to the strategies and tactics used to attract and engage potential readers at the initial stage of a captured or invite email. The marketing system takes them downward through three primary stages:

1. Top-of-Funnel: Spreading awareness of articles, products, podcasts, or other media that generates interest.

2. Middle-of-Funnel: Showcase an article or media product that can satisfy the interest or need of the reader/viewer. We call it “the hook.”

3. Bottom-of-Funnel: This stage is when interested readers/viewers make a decision to subscribe, buy, or upgrade their interests.

Our ministry uses this approach; most do. We have worked for years attempting to master the funnel, not for financial gain but to reach the masses with our mission. Unfortunately for us, it keeps us poor as church mice. However, Substack does not function in the organic methods of this model.

Substack starts the process in the Middle-of-The-Funnel. Their madness method looks something like this:

• You gather permission-based email addresses.

• Each is dumped into the Middle-Of-The-Funnel.

• The writer works to capture the attention of the receiver through a topic, in hopes to secure the recipient in remaining as a FREE subscriber.

• The Substack writer develops a “premium” subscription that opens the door to the “full-featured” articles and media of the hosting writer. This drops the subscriber into the third element of the marketing funnel. With the hopes of securing more financial gain through products and services.

A marketing funnel is a visual representation of the subscriber’s journey, illustrating the various stages potential readers/viewers go through as they move from being unaware of a brand, the author, business, or ministry to guiding the contact in making a purchase, minimally becoming a faithful follower.

Here are a few weaknesses you need to keep in mind regarding the Substack platform:

1. The corporate team is constantly working out the “bugs.” Which means you will see changes in methods of functionality. The downside is that these “glitches” can be annoying, such as lost posts, removed conversations, and their recent switch from “Subscribe” to “Follow.”

2. Since Substack is not a Top Funnel approach, the platform only works with people who already know you or who have been introduced to you. This makes grazing onlookers hard to find you. Substack is working to improve this weakness, but as for now, more glitches.

3. Substack limits your ability to address readers personally. Unless the reader clicks on that “comment” button. Outside of that, the platform hides all other personal profile information. While some enjoy this feature, most are annoyed by the inability to communicate with well-earned subscribers. In my case, I have hundreds of subscribers, but I am unable to communicate with any of them outside of with those who leave a comment. Furthermore, I have no idea which subscribers are reading my work and which ones are not. Bummer!

4. Substack is a mass email platform that restricts “client” lists. Simply put, they do not allow you to take any information other than email addresses. Whatever you write has to go to everyone on your subscription list. I believe they are working on this, but nonetheless, it is troublesome.

5. Beware. The platform struggles to manage “hate speech” or slanderous comments. Many subscribers complain about nasty name-calling & profanity used by some writers or posters. While I enjoy engaging with “hate speech” commentators, most don’t.

6. Substack uses Stripe. So does our ministry. Stripe withholds 2.9% from “paid subscribers.” Substack takes an additional 10% off the top before processing the purchase. That is a 12.9% cost ratio. Some channel operators place links in their articles to direct the readers directly to their Stripe account or other like-minded donor links. Substack is a business. It is their method of paying their bills. However, this becomes a challenge for non-profit organizations & writers.

SETTING THE CHALLENGES ASIDE

Suppose you’re new to Substack; welcome! Personally, you won’t find a better writers’ platform - at least one that is as popular as Substack. I am a BIG fan.

I consider Substack my own personal media empire - so to speak. If you’re serious about building an audience online, and you want to do it fast and easy, don’t choose Substack. It is a lot of work that requires faithful responses to those who do subscribe and comment. Writers are forced to stay engaged if they expect growth. This is not a post-and-leave platform. Unless you are of celebrity status, with thousands of existing followers, Substack will make you earn your keep. As for this old writer - it is worth every minute invested.

Final advice: Go to the “Support” section of Substack and study the do’s and don'ts of what makes Substack work effectively for you.

WOW! After all that, I need a cup of coffee. Consider supporting my work by buying me a cup of coffee by clicking HERE.