Beginners have questions, I have answers - let's go!!

This Q&A is the second part of my class and teaching for Soceity of Authors - https://societyofauthors.org/event/professional-development-substack-for-beginners SUBSTACK CALCULATOR - How to work out Stripe/ Substack fees - https://sparkleon.substack.com/p/can-...30 Day Free Trial to Sparkle on Substack for Society of Author Members - https://sparkleon.substack.com/soa

1. Getting set up

Is there basic guidance on adding images and audio, file formats and the Substack basics? Yes. In the post editor, press the image button and choose any photo from your computer. Click the image to resize it or make other edits. The same button lets you add a gallery of up to nine photos at once. For audio, use the audio button to record straight into Substack or upload an MP3. There’s lots more of this for free inside Sparkle on Substack.

Does Claire’s ebook give a step-by-step guide to setting up Substack? There’s loads of setup guidance inside How to Build a World Class Substack, in paperback or ebook. You’ll also find free and paid interactive resources inside my Sparkle on Substack membership. Message me if you need more.

Do you use your existing email address or set up a separate one? I use my work email, so all my Substack correspondence lands there. If you’re setting up first just to read other people’s Substacks, a personal email is fine. If you’re ready to launch, use your business email.

If I write under two names, should I have two Substacks? Yes. Set up two separate profiles with two separate email addresses. I have a YouTube tutorial on running multiple publications at once.

Is it better to have separate Substacks for different themes or audiences? It depends. Dog training and romance might want pulling apart. Often, though, there’s more synchronicity in us and our personal brand than we expect, so everything can live under one umbrella. Test it, self-express and see what comes out.

Is it better to start a new publication than revive an old one? New writers often get a little flurry of support and visibility, but algorithms change all the time. In my opinion it’s not better to start again. Put your work into the publication you already have and focus on some outreach and marketing.

Can a co-author and I share a profile? There can only be one owner, but you can add multiple authors. The owner receives all the Substack-related emails, as correspondence can’t go to two owners.

2. Branding and customising

What’s a wordmark? Your wordmark is the design across the top of your Substack. You can use one of Substack’s regular fonts, or design your own in Canva or another design programme and upload it. Mine was made by a professional designer. There’s also a separate space for a small logo.

Can you fully customise that area, or only use set formats? You can customise a lot, and Substack keeps giving us more options. Essentially we get a Substack website, so you can design it up. I have tutorials on designing your homepage.

Where was the SAVE button? Posts save automatically as you type. For other settings, look top right, but mostly everything saves by itself.

3. Posts, Notes and formats

Am I publishing an article or a Note when I make a post? An article. Your articles all live in your publication’s archive, whether they’re written pieces, video classes or invitations. Notes are the scrolling feed on the Substack homepage, where you can read everyone’s Notes and post your own. You can create a new article or a Note from the button there.

Where do you put articles? They all go inside your publication, which is your Substack website. Mine is Sparkle on Substack.

Substack doesn’t seem very text-focused. You can absolutely be a writer and simply write. I add community elements because I’m a creative who loves community, but many of the top-grossing Substackers don’t use any bells and whistles. They’re brilliant writers, and they write.

4. What to write about

Is it a good idea to write on a topic nobody is covering? If you’re passionate about it, and other people in the world are too, it can find traction. Substack is simply a format within the wider internet. Have a Google around if you’d like, but if you want to write it, write it, and your readers will come and find you.

Can niche topics like animal rights poetry do well on Substack? Absolutely. The animal rights world is huge, poetry is well loved, and Substack is full of animal lovers. When Notes first launched, we all shared photos of our pets for ages (such a fun time).

What goes in a newsletter if you’re just writing a book? Share the behind the scenes. Write about your process, where the ideas came from and how it’s all going. Tell readers where you write, how you find the time, and whether you use notebooks or online tools. There’s so much to say.

I’d like to start but I’m scared. What can I offer? The best advice I can give is to simply start and see where it goes. That fear is your nervous system worrying about rejection or looking silly. In 2026 we’ve been showing up online for a long time, people are succeeding at this every day, and you’re amongst friends. A supportive community helps you feel like you’re amongst colleagues rather than out on a limb. Try Sparkle on Substack, Beth Kempton’s Soul Sanctuary, Susie Walker’s Heartleap Writing Group, London Writers’ Salon, or what the Society of Authors offers.

5. Growing your audience and being discovered

What are the best ways for a new writer to attract readers? Start by sketching out your ideal reader so you know exactly who you’re writing to. Once those people gather, you’ll get more traction. On Substack, use recommendations, post Notes, comment on other people’s posts and join communities. Off Substack, share on social media and add your Substack to your email signature.

How do you make your content discoverable and stand out? Write well and do your best work. Show up on Notes, and join in with community if you can.

Any tips on connecting with others and reading their work? Use the like button, leave thoughtful comments and join in conversations. Showing up inside communities works beautifully too, because you meet people gathered around someone they admire.

How important is posting on the same day each week? Readers love a rhythm. If your newsletter lands on a Sunday morning, someone might make a cup of tea at 11 and settle in to read it. It’s also one less decision for you to make.

What do you mean by “going viral”? Anything that gathers a momentum much bigger than your regular work, like an avalanche. A quote I shared on Notes had about 600 likes on Tuesday afternoon and around 10,000 by Wednesday teatime. From that, 36 new people joined my publication.

6. Subscribers, emails and data

What’s the difference between subscribers and followers? Followers follow your Substack Notes. Subscribers have signed up to your newsletter, so they receive an email every time you publish a new article.

Do we get our subscribers’ email addresses? Yes, you do.

What’s GDPR? GDPR is the General Data Protection Regulation, the data protection law covering how you collect and use people’s personal information, including email addresses. It applies in the UK (as UK GDPR) and the EU.

I find posts by email too much. Why is email always recommended? You can switch to reading in the app and on the website only, so nothing lands in your inbox. That’s how I read, and I receive no Substack emails at all. We only have so much capacity, so delete freely without unsubscribing if you prefer. For writers, email matters because your words land directly with readers rather than relying on an algorithm.

Can anyone read a newsletter, or do they have to subscribe? Anyone can read it without subscribing, unless you’ve put it behind a paywall. Then they need to pay.

Can I make people subscribe for free before they see free content? No, unfortunately not.

Is Substack only for paid subscribers, or can you give content away free? You can give plenty away for free. In the editor you can add a paywall line: free readers stop there, and paid subscribers see everything below it. Use the preview button to see exactly what free readers will see. If you have free trials switched on, they’ll be offered one (mine is seven days).

7. Moving over from websites and other platforms

Can my MailerLite subscribers be moved to Substack? Yes. Download your list and upload it to Substack, but ask your subscribers’ permission first, and if you’re in the UK, check th