What are soft paywalls and how do you use them?
The psychology of giving readers real value before asking them to pay.
What is a soft paywall?
A soft paywall appears partway through your content rather than at the start. It gives readers a generous preview, or even most of the post for free, then places the rest behind a paid wall. That final section might include extra insight, a resource, a checklist, or a takeaway that wraps up the piece.
The idea is simple: the reader gets to experience the value of your work before being asked to pay. On Substack, this usually means free subscribers can read the opening sections of a post, while paid members get the full piece or bonus materials. Unlike a hard paywall, which blocks almost all of the post, a soft paywall lets readers engage first and find value regardless of whether they upgrade.
I like using soft paywalls - especially on Grow Your Newsletter - because they balance openness with monetisation. They allow you to share your writing widely while still giving paid readers something of additional value.
And when free readers can still take value from paywalled work, they’re likely to continue engaging, opening and sharing too.
Why do they work?
Soft paywalls work because they build trust before asking for a commitment. When a reader enjoys your writing, they’re more likely to upgrade at the exact moment they want more. It’s similar to the logic Amazon Kindle uses with books that allow you to read the first chapter before buying the full thing. You get hooked, then want to keep reading.
There’s also a clear psychological edge. People value what they’ve already invested time in. If they’ve read 800 words of a post and found it useful, the chance they’ll want the rest increases. You’re not selling something that’s abstract or hard to picture, you’re selling the continuation of something they already appreciate.
Studies from publishers using metered or soft paywalls show this approach leads to higher engagement. Readers who sample content tend to spend longer on a site, return more often and convert at steadier rates than those faced with an immediate block. In short, soft paywalls work because they reduce engagement friction without giving everything away.
They also help with reach. Posts with open intros can be shared freely across platforms, discovered through search, and circulated in newsletters. That visibility pulls in new readers who then encounter your upgrade prompt in a far more natural, low-pressure way.
How to use a soft paywall in your newsletter
1. Start with something worth reading
The open section should be able to stand alone. It should deliver real value (not just a teaser) so people trust both the writing and content. You can even think of it as a self-contained piece while there are deeper layers below the paywall.
For example, you might publish an essay or guide where the first two-thirds cover context, story or explanation. Then the final section, behind the paywall, includes a ‘valuable takeaway’, ‘checklist’, ‘examples that worked’, or even a downloadable resource. You want the reader to feel satisfied but curious.
2. Place the paywall thoughtfully
On Substack, you can insert the paywall divider wherever you like. A good spot is right after you’ve established value but before the post resolves. If you’re writing a guide, that might be before action steps. If you’re writing a case study, it might come before the results.
3. Give genuine value below the wall
The paid section has to offer something of value. Readers will remember what’s hidden there, and it shapes whether they renew or cancel. It doesn’t have to be long, but it should feel like something personal, useful or complete.
Some writers add resources (downloadable guides, templates, links). Others include commentary, answers to reader questions or insights they don’t want shared publicly. You can even test different types of bonus material and see what drives upgrades.
4. Keep consistency
If you only use the paywall occasionally, people may forget it exists. Consistent soft paywalls build rhythm and expectation. Your readers will come to learn that every few posts, the best material is behind the upgrade.
That normalises paying for your work, but they still receive value and come back to read even if they’re only a free subscriber.
Examples
Say you write a newsletter about independent publishing. You post an 800-word essay on how authors build their first 100 readers. The first 600 words share stories, quotes and lessons anyone can use.
Then, right before the ending, you add the paywall with a note or clarification, such as: ‘Paid members can access the full checklist I use when building email lists for authors.’
That final section contains the actual checklist, plus extra tips. Readers who enjoyed the opening section have every reason to upgrade. They already trust your voice and see that you deliver.
Another example: a journalist writing about media trends offers a full analysis in the free section, then puts detailed charts and their expert commentary below the paywall. The post can be shared widely because most of it’s accessible, but upgrades come when readers want the full piece.
There are tons of ways you can do this, you just have to find the maximum value in any one post, and that’s what goes behind the soft paywall.
A few cautions!
Don’t hide the paywall too early or you’ll frustrate readers (and it just won’t be a soft paywall anyway). Give them enough substance to feel rewarded before you ask for money.
And be careful not to promise extra value below the divider and then deliver filler, because that’s how you lose goodwill quickly. Once goodwill is gone from an individual reader, it’s extremely hard to get back.
Also, remember that paywalls are only effective when readers care. No structure can fix weak writing - so be sure to edit, proofread and refine as much as possible.
Want personal help growing your newsletter?
Don’t forget: If you’re wanting specific support with any aspect of developing or refining your Substack newsletter, I offer private, 1-2-1 coaching for Substack writers at all stages. Whatever support you need to help grow your newsletter, and whatever stage you’re at, I’m here to help.
Ready to go all-in? I also offer a three-session package with three full months of email support.
Already publishing? We can audit your setup, content, and strategy and give you a hyper-focused plan to boost growth or conversions.
Just getting started? We can pressure-test your idea, review your positioning and tighten any launch plan.