Unfiltered truth: growing your Substack as a neurodiverse writer
Rejection sensitivity is real...
Dear reader,
Are you a neurodiverse woman looking to make your mark on Substack as a new writer?
I've been reflecting on the best ways for a new client to differentiate herself and build a loyal following, as a neurodiverse woman.
Conventional advice on ‘how to grow’ may not be effective as it might not align with our nervous systems or personal values.
Drawing from my two years of experience on Substack, combined with my expertise in business coaching, professional copywriting, and catering to neurodiverse needs, I've distilled my insights here. More of a brain dump than ordered strategy…
Writing Quality
I’m not sure if I’m stating the obvious, but the best way to stand out on Subtsack and grow an engaged audience is to create brilliant work. Everything else is almost irrelevant if the bones of our work are not good quality, interesting and carefully considered.
The craft of writing itself is one of my special interests. I now realise that writing stuff that people want to read—consistently— isn’t as easy as everyone thinks. It’s not like social media where you can fire off random comments and get results. It takes commitment, regular practice and study.
However, as neurodiverse women, we start with a brilliant foundation. Why? Because we’re naturally creative, we LOVE researching, exploring and going down rabbit holes, and we have a unique way of viewing the world - all of this is GOLD when it comes to writing and setting us up for success.
We just need to build on these foundations with regular practice, and if we can, attend as many writing workshops as possible. Learn from those who already know what they’re doing. I’m a qualified ‘Master Journalist’ with over a decade of writing experience and I still regularly attend writing workshops.
We’ll only grow if people share our work, and people will only share our work if it's well written, provides value and resonates deeply.
Think back to the last piece you shared. Why did you share it?
Strong Publication Name & Bio
To captivate potential readers, craft a compelling publication name and bio that succinctly conveys your unique perspective, expertise, and the themes you explore in your writing. By clearly communicating what you stand for, you'll quickly engage those who resonate with your message, making it effortless for them to invest their valuable time in exploring your work further.
Ineffective example: Hannah Anstee (nobody knows me)
Better example: The Unmasked Woman by Hannah Anstee (hopefully it’s fairly obvious I’m writing about unmasking neurodivergence, if not they can see from my bio that I am)
Post Titles
Crafting clear, informative post titles is paramount. While creative titles are admirable, prioritise clarity. Include relevant keywords that accurately describe the piece, letting potential readers gauge if it's worth their time to engage with your work, as the decision to click through often hinges on the title alone.
Here are some emails I recently opened, with the words that piqued my interest in BOLD, demonstrating how effective titles cater to personal preferences.
The Social Media Sea Change: What happens when the thing that structured so much of our lives loses its utility?
In Conversation with Stephanie Raffelock: 7 Questions on Writing About the Divine Feminine and Spirituality
Weekend Journaling Prompt: The textures of silence
The never-endingness of Substack Notes (and all social media): Digital Minimalism Diaries #1
Why not take a look at your inbox and look at what you opened and why?
Substack Notes
I hate Substack notes. There I’ve said it. I’ve heard using notes is an excellent way to grow your substack. I don’t care, I’m not interested. I’ve written before about why social media isn’t a good fit for neurodivergent minds, and notes is a social media platform no better than any other. It’s draining, triggers our rejection sensitivity, and leads us on a dopamine boom and bust rollercoaster. I’m not using notes (at all) and my publication continues to grow week by week
That said. If you do feel like dipping your toe in, especially as a newbie, I’ve seen introduction posts for new writers go viral. Just a simple, “Hey I’m a new writer here, I write about X and X and X” could be worth a try when you’re starting.
Likes
I make the effort to ‘like’ every post I read. I value likes on my own posts so much (I won’t deny it.) that I want to share that generosity with others who continue to write and bravely put themselves out there.
I realised early on in my journalism career that writing publicly is like extracting your beating heart, placing it on a silver platter and showing it around for people to smash with a hammer if they so wish. Slightly dramatic but that is the vision I had and it remains.
And occasionally people will smash it. And it hurts. And if you have Rejection Sensitivity (like so many of us) it hurts like hell and we remember it for years—or even decades—after.
Liking others’ work supports fellow writers and cushions them against negativity. It also strategically attracts attention to our own writing. Notifications of our interactions pique the curiosity of those we engage with, motivating them to explore our content, especially when accompanied by an intriguing publication title that hints at the unique value we offer (see above).
Comments
Nothing is more uplifting than seeing a thoughtful comment from a reader who has resonated with our work. I’ve made genuine long-term connections with women who’ve commented on something I said. And the same as ‘likes’, when we comment on another’s work we’re making ourselves (and our work) more visible.
Also true: Nothing is more upsetting than negative comments on our work.
If we’re extremely sensitive and don’t handle negative feedback well, we could choose to turn comments off. This would slow down growth. But growth is only sustainable if it aligns with our nervous system. If every time we publish something we feel terror, it’s not worth it.
I publish work that’s at the edge of my comfort zone. I write because I love it and it’s part of who I am, but my bigger ‘WHY’ is that I write to call out mainstream capitalist bullshit and help others feel less alone. This helps me to press send (and leave comments on) even when I’m scared. I’ve cultivated a ‘f*ck it’ mantra to counteract any fear and soothe my system which works well but not always…
Writing controversial pieces about high-profile people and/or brands is a surefire way to grow but I don’t recommend it for highly sensitive people (HSPs).
Last year, I experienced the double-edged sword of writing pieces that attracted both new subscribers and unwanted negative attention. An article on Wim Hof drew in many new readers but also led to a barrage of negative comments (always from men) which took a toll on my nervous system, ultimately leading me to delete the piece. Similarly, when I wrote about the non-alcoholic spirit Sentia, the company shared it with their mailing list, resulting in an influx of new subscribers but also brutal and personal negative attention, prompting me to remove that article as well.
It’s a balancing act. What can you cope with and what is worth it and what is not? Only you can decide.
Niche Topics
Writing about niche topics is a powerful strategy to attract dedicated readers in the crowded landscape of 75,000 Substack newsletters. By focusing on a specific area of expertise or interest, we make it easier for our target audience to discover and connect with our content. Attempting to appeal to everyone often results in attracting no one, as we generally seek out writers who deeply understand and cater to our unique curiosities.
If you're unsure about your niche or struggling to decide, explore. Consistently write about your diverse interests, honing your skills and voice along the way. Over time, you'll naturally gravitate towards the topics that ignite your passion and resonate with your growing readership.
Go Offline
Not many people do this but promoting your writing offline is a great way to attract lifelong readers. I had business cards printed with my publication details, which I gave to women I encountered in airports, bus stops, parties, or even the doctor's waiting room. When engaging in conversations, I found myself naturally mentioning topics I write about, making it an opportune moment to offer my card and invite them to explore my work further.
To be even more strategic, identify the real-life hangouts where your target audience is likely to be found. This could include book clubs, bookshops, libraries, yoga classes, or gyms - depending on your niche. If you can find large events this is even better, for example, I gave my cards out at the ADHD Summit for Women conference in Manchester.
By connecting with potential readers in real life and providing them with a tangible reminder of our work, we create a strong, personal connection.
How Often To Publish
I think the better question to ask should be: How often can I write a good quality piece to the very best of my ability? If it’s only once a month, then only write once a month. A carefully written piece once a month is more valuable than sub-standard content we’re writing because we think we ‘should’ write every week which readers are unlikely to engage with. I generally write about three times a month now - but nothing is set in stone, it depends on my capacity.
Metrics
A writer told me recently that she ‘only’ had 30 subscribers. Substack subscriptions shouldn’t be confused with regular social media metrics like Instagram/TikTok etc.
What if we went for a reframe and said: Wow, I have 30 breathing human beings who like my work enough—and trust me enough—to give me their email address and allow me into their world.
Visualise yourself in a room with all of those 30 people and imagine them saying: “Hey I love your work, thank you!” This is powerful. Keep going. If 30 people already love your work, more will be sure to follow.
Sidenote
To ensure that your hard work and valuable content don't go to waste, it's crucial to consider publishing your Substack articles on your website as well. While Substack content remains available indefinitely (unless behind a paywall), it is subject to algorithmic time limits, meaning it won’t receive ongoing attention unless it goes viral. By also publishing your content on your website, you can reap several benefits.
Regularly posting on your website boosts your search engine optimisation (SEO), making it easier for potential readers to discover your work through search engines.
Even if people haven't come across your Substack articles, having them available on your website allows new visitors to explore your content and familiarise themselves with your writing.
Publishing on your own platform future-proofs your content, ensuring that it remains accessible and under your control, regardless of any changes or limitations that may occur on Substack or other third-party platforms.
While it may seem unlikely now, there might come a time when you decide to leave Substack, just as many writers I follow have recently done for various reasons. Although I currently have no intention of leaving, it's impossible to predict the future.
If you don’t have a website I advise you to get one.
It’s going to feel hard when nobody likes or comments on your work. The life of a writer (or any artist) is a life of constant rejection. But you just keep going anyway.
I’ve had to try and make peace with that and it does get marginally easier with age (giving less of a f*ck) and with each passing year of practice.
What is true, is that Substack is a brilliant, largely safe space, to grow as a writer and find community. As a neurodiverse woman with high-sensitivity and low tolerance for bullshit it’s the only platform I’m happy to be on. Substack has enriched my life and my business and continues to do so.
Growing an audience on Substack as a neurodiverse woman requires a thoughtful approach. Remember to be patient with yourself and celebrate the connections you make along the way, even if your growth feels slow at times (and it will feel slow at times).
You want to write for a reason. You have something to say and your voice matters. Keep going. And let’s congratulate ourselves for bravely doing so - even when it seems like nobody is listening.
I hope you have a creative week,
Love Hannah xoxo
Thanks so much for the shout out Hannah! And for sharing your wisdom - I especially love your re-frame about remembering that each and every subscriber is a "breathing human being who likes my work enough—and trusts me enough—to give me their email address and allow me into their world." Beautiful❤️🙏🕊️
Thank you - this is really encouraging. And such a great reminder that 30 subscribers does NOT mean the same as 30 followers on Insta etc. I am finding that Notes are doing nothing for me either, and trigger RSD as I compare myself to other writers whose notes seem to take off even though they're posting similar things to me. So it's refreshing to know we can just take the option of ditching them!