How to Use Essays to Build Traction in Your Substack Publication
In March, come explore the 6 editorial building blocks that create momentum, keep readers engaged and give them a reason to return.
Writing is most fulfilling when it feels organic, but a publication gains momentum when it has purpose. If you've been publishing essays one by one and feeling like something isn’t clicking — like you’re pouring your heart into the work but not quite building a bridge to your readers — this series is for you.
For the rest of March, I’ll be breaking down six core types of essays that act as editorial building blocks for a strong, engaging publication. These structures aren’t about boxing in your creativity — they’re about giving it a framework so that your writing doesn’t just resonate with you, but also lands with your readers.
If you’re just getting started on Substack, I always recommend working through my Start Here archive and running your topic through my 3-step pressure test to make sure your niche is sturdy. But if you've been publishing for a while and you’re feeling the need for more traction, this series is designed for you.
Outside of editing, I collaborate with writers and entrepreneurs on writing plan makeovers, where we examine the intersection of their business goals, creative voice and the audience they’re trying to reach next. A big part of that process is looking at what kinds of essays their readers actually need — not just what feels good to write in the moment.
This series is where I’m sharing the six essay types I return to most often when shaping a publication that doesn’t just exist, but thrives.
Are Your Personal Essays Actually Connecting?
Before we dive into the first type of essay, I think it’s important to pause for a moment. If you’ve been writing personal essays and feeling like you’re not gaining momentum, here are some signs that your work might not be fully connecting with your readers:
Your engagement feels inconsistent — some pieces get responses, but many don’t.
Readers aren’t commenting or replying to your emails.
Your subscriber growth has slowed down, or you’re losing people at the same rate you’re gaining them.
You feel like you’re writing in a vacuum, rather than being in conversation with your audience.
You’re getting fewer shares or referrals, meaning your work isn’t compelling enough for people to pass along.
If any of these feel familiar, it’s not immediately a sign that your writing isn’t good. (Though, sometimes we do need help improving there, too.) Often, for more established writers, it’s a sign that your audience might need more clarity from you — more guidance, more rhythm, more ways to engage with your ideas.
The Core Essay: The Bread & Butter of Your Publication
The foundation of every publication is what I call the core essay — your signature style of writing or storytelling that shapes your voice, tone and audience expectations. This is the essay that helps readers know they’re meeting you and not someone else. It’s the format that brings you to life as a writer, and it will ultimately influence and hold the standard for all the other editorial building blocks we’ll be discussing in this series.
Its Purpose: To explore your personal interests and themes in a way that feels most natural to you.
What It Looks Like:
A weekly or biweekly essay that follows a theme.
A recurring column on a subject you love.
A long-form deep dive on a niche topic.
A monthly podcast interview with interesting friends from your network.
An experimental or deeply personal reflection.
If your publication is just personal essays, it’s worth asking: Is my writing guiding readers toward something, or is it just self-expression? Personal essays are powerful, but if they don’t invite your audience into a larger conversation, they can feel like individual puzzle pieces without a bigger picture.
In my experience, the best publications don’t just share — they create rhythm, consistency and a reason for readers to return. Stay tuned for the rest of the series. I’m confident it will help you shape that rhythm, starting with these core essay structures that build momentum over time.
Thank you for this. I’ve been feeling the pressure to post something meaty every week, which is not sustainable. I know you’ve been saying this over and over again, but I think it finally landed with me this time. 🥴
I mostly write personal essays, although I used to have a schedule much like what you describe. I fell off of it when I started to second guess myself and why I was writing. I recently did a pivot back to what resonated more with me, changed my newsletter name and will look at getting back to a more purposeful editorial 'schedule.' My experiences lately seem to be mirroring your editorial topics! How timely and perfect. Thanks Amanda.