Why consistency > monetisation when building a new newsletter

Focus on publishing consistently, everything else can come in time.

There is no shortcut to running a successful newsletter.

When you start a Substack, it’s easy to dream about turning it into a full-time income, landing sponsors, or selling ads. And while there’s nothing wrong with aiming to make money from your writing, focusing too much on monetisation too early can actually work against you.

The truth is, most of the successful newsletters you see today didn’t take off overnight. A few writers had existing audiences or public recognition that gave them a head start. But if you don’t already have a built-in following, that route probably won’t be available to you.

So don’t treat your newsletter like a ‘get rich quick’ scheme because it rarely works that way. I have a bestseller badge on Substack (which just means 100+ paid subscribers), but it took me four consistent months alone of publishing before the very first person upgraded. For many others, it takes longer.

The danger of rushing monetisation

Offering a paid option early isn’t inherently bad because some readers will happily pay to support your work. But there are risks in pushing too soon:

• Unrealistic expectations. It’s natural to hope readers will instantly start paying, but it almost never happens. If you expect quick results and don’t get them, it can feel demoralising.

• Burnout risk. Putting pressure on yourself to deliver for paying subscribers from day one can backfire. If you slow down or pause, it may feel like you’re letting people down, which only makes it harder to sustain your momentum.

I remember in my early months, growth was much slower than I had (naively) expected. At times, I felt burnout creeping in, and I had to step back and remind myself why I started writing in the first place: because I enjoy it, and because of the community it creates.

For me, the income came later. While it’s a welcome bonus and I’m hugely grateful, it wasn’t the reason I started here.

Why consistency is important first

Before you think about charging for your newsletter, focus on consistency and growth.

Consistency builds trust. Readers subscribe because they want value, whether that’s insight, education, or a regular dose of inspiration. If they see only a handful of posts, they’re unlikely to pay. But if they see months of thoughtful, reliable writing, they’re much more likely to support you.

When I looked back at my own numbers, I noticed most paying subscribers upgraded about three months after joining for free. That time allowed them to see the value and build trust.

Waiting to monetise also gives you the freedom to experiment without pressure. You can test different topics, formats, or publishing rhythms until you find what works… and actually enjoy the process!

How to focus on consistency and growth

Here are some of my top tips for focusing on consistency first.

• Set realistic goals. Instead of chasing revenue right away, set goals that build momentum, like publishing once a week for a few months, aiming for a 40% open rate, or growing your subscriber base by 10% each month.

• Create an achievable schedule. Consistency doesn’t mean posting daily. For many writers, even once or twice a month can be enough. Choose a rhythm you can sustain without burning out.

• Build relationships. Reply to comments, respond to emails, and be active on social media. Creating a sense of community fosters loyalty.

• Track what works. Pay attention to your analytics! Open rates, clicks, and subscriber growth. Use that data to refine your content and understand what resonates.

It’s a marathon, not a sprint

Yes, it’s a cliché. But it’s also true. Building a newsletter that lasts takes time, persistence, and a lot of patience. Success doesn’t on Substack doesn’t come about in the form of a viral wave, but rather out of consistency and trust.

Start by showing up, sharing what matters to you, and letting people get to know your voice. Once you’ve built a base of engaged readers, monetisation becomes far more realistic - and actually attainable.

Focus on consistency first. The money can come later.