Cappuccino Thoughts 110: On so you want to start a Substack....

How to start, stay consistent, and create an engaged community

Hudson Roastery, Hudson, NY

The main hang-up most people seem to have is around the question of “Does what I have to say matter?” I know multiple people who have set up a Substack, branded it beautifully, even written multiple posts, but have never published for fear of “who cares?”

Here’s the real answer: it matters if you think it matters. If you think it’s worth writing, then it’s worth publishing. Even if only one person reads it and enjoys it, isn’t that worth it?

I was talking about the issue of just starting, in this case, a physical products business, with another woman at a party and she mentioned that she was so worried about being seen as “cringe.” She thinks she has the ideas, the ability, and the drive, but it’s the fear of potentially being made fun of that paralyzes her. At that moment, my guy friend said, “Wait, that’s the only thing stopping you? I’d be scared about losing money or not being able to make it work, but if the only thing stopping you is how people will see you, then just do it.” I believe that particularly for us women, we are often so worried of how others will perceive us that we let it stop us from doing what we really want to do.

In this instance, I think the guys have it right.

So, what should you write about? Whatever you want. No, really. If you want to write about your favorite kinds of salad or what you did for a week in a foreign country or just interesting people you meet in the big city, there is an audience for that. I know this because these are all real Substacks that I subscribe to. If the writing is good, the audience will follow.

You do not need to write what you think you should write. When I first started Cappuccino Thoughts, I wanted it to be like the next Business of Fashion. I wanted to offer my thoughts on the state of retail and fashion today. Well, that lasted about one issue before I realized I didn’t have enough to say on that topic. I think I hit my groove around issue 3: the power of one good friend.

People respond to authenticity. Writing about turning 25 was my most vulnerable essay, and it was also the one that got the most feedback and that people still bring up to me. If I had stayed at a remove, I don’t think it would have resonated.

The writing matters more than the subject. I read newsletters like Hunter Harris’s even when I have no idea about the topic, because her writing style always makes me laugh.

You do need to give your readers a sense of your parameters, and it’s helpful for yourself, too. Last year, I landed on the tagline that Cappuccino Thoughts is a newsletter about culture and creativity in New York. That helped me narrow my focus. But it’s also pretty broad, and sometimes I write about traveling in Paris or Singapore. A couple people recently told me that my brand is so distinct and my first reaction is still, “Really? Then can you tell me what it is?” I have leaned more into my own voice, which does help create a consistent brand experience. You should also ask yourself if Substack is the right medium for you. Not everyone enjoys writing and that is okay. I can’t tell you how many people have told me to start posting on TikTok, but it doesn’t work for me. Some people thrive making fun videos—I am not one of them. Writing has always felt natural to me. Think about if you’d be better served investing your time in Instagram or on a podcast, because you do not have to write if you don’t want to.

How to keep going

Find a schedule you genuinely believe you can stick with. The head honchos at Substack recommend once a week. I do think it is the best cadence because less than that and you risk not making it a regular part of your routine. I just had coffee with a brilliant young woman who told me that she used to write a weekly newsletter, and when she dropped down to every other week, it was actually harder because she wasn’t in the habit of writing as much. I also subscribe to plenty of Substacks that publish three times a week, and then not at all for months (looking at you, Elif Batuman). Most people will not hold you to a schedule they don’t even know about. They’ll see your newsletter and treat it as a fun little gift in their inbox. If you reality is publishing sporadically or never, then do it sporadically.

Once you’ve chosen your cadence, decide when you will write. From the beginning, I have written my newsletter on Sunday nights and I’ve published on Monday mornings. I don’t make plans on Sunday nights because I write. If you want your Substack to be a priority, then make it one. That may mean saying no to other things.

Another question I get asked is how long it takes me to write. It depends on the piece. I have had a burst of inspiration and have written an entire essay on my notes app on the subway, or while at the spa, or at 2am when I can’t sleep. I also have pieces that I chip away at over weeks or even months (like my hand modeling piece). In the earliest issues, it took me up to five hours to write each piece. Now it’s about 1-3 hours. The shortest pieces to write are the neighborhood guides. The longest are interviews or other pieces that involve reporting.

I go through two rounds of editing (if you get a paid subscription, I’ll tell you who my two secret editors are).

The other thing that has helped me is since the beginning I have a structure to my newsletter and recurring segments. If you read the early issues, you will see that I have a picture of a cappuccino I had that week, the main essay, an update on the bag brand, and what’s on my bedside table. Later, I added a look of the week, and a sentence at the bottom noting what I will be doing in the coming week. I find that structure very helpful, so I’m never starting with a blank page.

The secret is