9 Things I’ve Learned About Growth & Self-Promotion (From Someone Who Would Rather Just Write)

Buckle up for the long game.

David McIlroy

and

Caroline Cala Donofrio

May 28, 2024

179

➡️ If the thought of promoting your writing gives you the heebie-jeebies, make sure to download my free 3-page guide, Sharing Without The Cringe.

Caroline Cala Donofrio

Like many people (perhaps you, too), I became a writer because I wanted to write. Nothing thrilled me more than the idea of hiding behind my laptop, safe in the company of my own words. But as we all know, being a writer in 2024 entails a lot more than writing — it can also include being a marketer, publicist, social media producer, strategist, brand consultant, videographer, town crier...the list goes on.

For a long time, I shied away from these aspects, especially when it came to promotion. But after years of trial and error, I’ve learned to embrace it (and in some cases, even enjoy it).

Here are 9 tips, tricks, and reframes I’ve discovered along the way:

1. Focus on connection

Last week, I was with a group of writers when the conversation turned to self-promotion. Everyone groaned. Within moments, they were using words like “horrible” and “gross” and “shame.” I get it. At its worst, promotion can seem like a cry for attention or an obvious ploy to increase stats. But through another lens, it isn’t so much about selling or advertising as it is about connection.

Forget about numbers for a minute and remember that on the other side of that screen, there is a person. What might they get out of reading your work? What might they learn or enjoy from discovering it? How might they benefit from what you have to offer? It won’t happen if you don’t put it out there.

2. Offer a peek behind the curtain

Just as there is a person on the other side of the screen, it can be worthwhile to give people a glimpse of the person on your side. We don’t all write memoir or personal essays, and may not wish to appear as a character. But whatever the shape of your work, readers want to connect with the human behind it. Whether it’s a glimpse of your workspace, an anecdote about your day, or a question you’ve been pondering, why not share it?

Even if it’s not your typical beat, consider sharing vulnerable or less-than-perfect moments, too. People are happy to embrace an underdog, a flawed character, a human. Because it’s always nice to discover we’re not alone.

3. Nothing is one-size-fits all

Best practices are everywhere. Yet when it comes to something as subjective as finding your voice, building a career, or growing a publication, nothing is one-size-fits-all. I’ve found it’s less about what “works” and more about finding what works FOR YOU. Whether it’s crafting or promoting a newsletter, book, essay, story — or yourself, as a writer — the best approach is what feels authentic.

Try different things to see what resonates with your audience. Experiment with format, titles, and paywalls. Figure it out as you go, readjusting as needed. When you land on something that rings true, lean into it.

4. Use what you already have

If you consult pretty much any advice list about growth or success, one phrase reigns supreme: “Be consistent.” Whether this means posting daily, weekly, or otherwise, it always equals a lot of content. But regularly sharing (on Notes, social media, or anywhere) does not mean you need to constantly produce new material.

Slice up previous work into bite-sized morsels or pull quotes from your archives to give old pieces new life. Repost what you shared on this day last year. Post an old photo with a caption sharing the story behind it. Re-use what you already have to make it work for you.

🙂 Can you support me?

Paid subscriptions make up the bulk of my revenue as a writer. The more paying subscribers I have, the more time and effort I can invest in Substack. That’s more time spent writing articles, recording podcasts and videos, running webinars, and creating digital resources designed to help you succeed.

On the flip side, if I don’t get enough financial support, it becomes more and more difficult to maintain my presence here. I’m a one-man band, after all.

So if you enjoy my work and can afford to support me as a paid sub (and want to keep me on Substack for the long-haul), do consider upgrading to my paid tier. The sheer amount of content, insight and ongoing support you’ll receive will pay for your subscription many times over, especially if you become an annual subscriber.

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5. Make an occasion wherever you can

It seems like every day is another made-up holiday — Cookie Day or Pet Day or “Dance Like a Chicken Day” (which is not only real but happens to coincide with the day I am writing this). While the volume of special days has become a bit much, they demonstrate an excellent promotion strategy, which is to make an occasion wherever you can. Birthdays, anniversaries, milestones, changes in the weather…all of these are excellent reasons to celebrate.

You can write about what you’ve learned in your first year of freelancing, or to commemorate your 100th post, or offer discounted subscriptions in honor of your pet’s birthday. The possibilities are endless. Consult the calendar and get creative.

6. Is it uncomfortable, or is it inauthentic?

A friend once shared this genius way to assess whether or not something is worth pursuing/posting/trying. Ask yourself: Is it out of your comfort zone? Or, is it inauthentic to you? Some things will feel like a hard stop. Others will feel like they’re worth the learning curve. If the thing in question is just new, unfamiliar, and perhaps a bit uncomfortable, forge ahead. This is how we grow.

7. Pretend you’re a publicist

To my previous point, when something is deemed “uncomfortable,” there is a game I like to play to encourage myself to follow through. I’ll ask, “What would ‘confident me’ do?” Or, “What would ‘shameless me’ do?” Or, “What would I do if I knew I could not fail?”

Sometimes, I’ll pretend that I am not myself, but rather my (imaginary) publicist, and try to discern what they would do. (They would obviously post the thing.) Then I’ll grimace and press send. One hundred percent of the time — truly — I’m glad I did.

8. It probably bears repeating

There are TV commercials I haven’t seen in twenty years, but I could sing you the jingle right now. Is it because they’re catchy, or because I’ve heard them countless times? Either way, they succeeded. People need to see something an average of five to seven times before they commit it to memory.

Likewise, people don’t always click the first time they see a link, or upgrade at the first prompt. I used to worry that if I re-posted something I was irritating the masses, when in all likelihood no one saw or noticed it the first time. I’m not saying to become a broken record, but if you have a point to make, or a piece you’re particularly proud of, don’t be afraid to repeat yourself.

9. Stop. Breathe. Remember it’s a long game.

Whenever someone asks me for advice on growth, I tell them the same two things. On the surface, they have seemingly little to do with growth. Yet I’ve found them to be the most important factors, for both my mental health and longevity.

The first is to find support. Writing — especially if you’re a freelancer or solopreneur or other lone wolf — can be an isolated game. Even on a platform like Substack with a warm sense of community, there is nothing quite like the feeling of connecting with your “colleagues” over the proverbial water cooler.

So, find some. Reach out to writers whose work you admire. Leave thoughtful comments. Trade emails or schedule video meetups. Finding people to bounce ideas off and commiserate with makes the work feel that much better. Not to mention more sustainable.

The second is that everything takes longer than you think it will. From the outside, it may look like everyone else’s success and progress is immediate. But if there’s one thing I know for sure, it’s that growth is not always fast, and certainly not linear.

Everyone’s goals and metrics will be different. But whether you’re building a publication, growing a readership, writing a book or any other project, these things take TIME. In most cases, we’re talking years, not months or weeks. I say this not to be discouraging, but so that anyone wondering what’s “wrong” with their approach can breathe a little easier knowing the answer is likely nothing. It’s a long game.

Buckle up and remember you can take it one day, one attempt, one step at a time.

🤷‍♂️ What’s next?

I’m ready and waiting to support you in the next stages of your creator journey. Here’s how I can help:

Start Your Podcast on Substack: A complete course guiding you from concept to launch, based on everything I’ve learned so far during my own podcasting journey. Learn to plan, brand, record, edit, publish, and promote your podcast while building an audience. Perfect for creators eager to share their voice with the world.
Sustainable Scalable Social Strategy: This 6-part, online, self-driven course will guide you through the same process I used to develop a strategy for my social media management. When you finish, you’ll have a sustainable social strategy in place that will help you scale your business properly.
One-To-One Coaching: Live coaching sessions over Zoom plus a full video audit of your Substack publication. Ideal for those who want to grow their online presence, identify their key strengths, and develop a long-term business strategy. Upgrade to VIP Membership for full access.
Promote to 18,000+ readers: Get yourself in front of a highly-engaged online audience via email, podcast and social media.