Brand Positioning I: Handle, Newsletter Name & Profile Photo
This is how I did it and how you can too.
P.S.: Scroll to the bottom for a practical step by step guide on how to grow your newsletter fast.
I grew my newsletter, The Stoic Manual, from 1,049 subscribers to 17,132 subscribers in a span of only 4 months.
I’ve also grown my revenue significantly over those few months.
This is how I did it and how you can too.
Introduction
The difference between a newsletter that thrives and one that fades into obscurity often comes down to a single factor: how many people decide to subscribe. Growth isn’t just about writing great content—it’s about making sure people notice you in the first place. The more subscribers you gain, the easier it is to grow further, the more income you earn. It’s a snowball effect.
Substack is crowded—or it’s heading there now that they’re incentivising people to migrate to the platform. Anyone can write, and anyone can publish. So why should someone choose you? That’s the question your presence needs to answer. From the moment someone stumbles upon your name, your posts, or your profile, they need to see something compelling enough to make them stay. This isn’t just about you—it’s about them. What value are you offering? What conversation are you inviting them into?
How does your newsletter stand out at a glance? Does your profile look like something worth paying attention to? If a stranger lands on your page, does it immediately signal credibility, value, or originality? Most people won’t give you a second chance to make a first impression. You either capture their interest in an instant, or you don’t.
This isn’t about gimmicks—it’s about making every element of your presence work toward one goal: turning casual readers into subscribers. The better you optimize for this, the faster your audience compounds. And when growth takes off, everything else becomes easier.
1. Choose a Name That Sticks
Before anyone reads a word of your writing, they see your name. It’s the first impression, the hook, the reason they remember—or forget—you. Pick the wrong one, and you’ll blend into the background. Pick the right one, and people will recall it effortlessly, as if they’ve known you forever.