Why we write matters

Yet another post on "how to do Substack the right way," as if you needed another one...

What is the right way to do Substack?

There is an ongoing debate over notes and posts in general, with what seems to be two camps at Substack debating the right way to approach writing on the platform. I call them the pragmatists and the purists —no offense intended with either label. Both sides have compelling reasons to claim their way is the right way.

So, I guess it’s my time to pick a side, right? Well, not exactly. I will share my thoughts on this debate, but keep in mind that my perspective is influenced by my own experiences and motivations, which may not apply to everyone. So here are my two very biased cents.

Pragmatists believe that success on Substack, defined by having many readers and making it profitable, requires giving readers what they want. This often involves choosing a niche, maintaining a consistent schedule, addressing readers' interests, and aligning with a specific mindset or echo chamber. To stand out in the competition, you must write well and create content people want to read. Essentially, this camp suggests optimizing your writing for your audience, treating it like a product designed for a target market.

This is the writing as a business side.

On the other hand, purists argue against this approach, claiming it leads to burnout and misery. They believe that writers should focus on what they truly want to write about and follow their own schedules. This might mean writing five essays in a week or one essay in a month. Eventually, if your writing is genuine and good, readers will come; more than readers, they will be friends.

This is the writing as a calling side.

I think the right way to do Substack is… anything in between. And yes, I know, this is the blandest opinion I could have. But hear me out. I think I have a point to make.

The two extremes, writing as a product and writing as an art, are both valid. The fake dilemma arises when you ask the wrong questions first. Instead of asking what to write about or how to write, start by asking why you're writing. That is, determine your motivations first: for income, curiosity, self-discovery, finding peace, or building a community. Once you know why you're writing, choosing topics, schedule, structure, and niche becomes much easier.

If you want to make a living from your writing and create a business, you must write about topics people will pay to read. In this case, your work may lean towards news digests, explainers, or something more product-oriented.

On the other hand, if your reasons for writing are more personal – connecting with yourself or a community, finding your voice, understanding your emotions, or satisfying your curiosity – then your writing will feel more personal and chaotic, connected to those pursuits.

Now, once you find a why and a what, how is more or less pretty straightforward, good writing advice works across all genres – be it fiction, news, essays, or a scientific paper. Your writing should be engaging and strong, reflect your values, and encourage the reader to ask difficult questions.

You should strive for good, clear, straightforward writing that doesn’t make the reader struggle to understand what you mean. This will always improve your writing, whatever your motivations or topics. Likewise, using personal stories, relating to the reader's experiences, and having a strong voice all contribute to engaging and compelling writing.

Some aspects of the "how" will depend on the "why." For instance, a consistent schedule and structure are more important if you're writing for money because you're creating a product. On the other hand, if you're writing for artistic or personal reasons, having a schedule or consistent structure is less crucial. Instead, it's essential that each piece feels unique and genuine. But most writing advice is general.

So there you go, there is no real dilemma. This discussion might seem like a dichotomy because people disagree on the "why." If you and I are writing for different reasons, it's natural that we'll write about different topics using different techniques.

And here's my strong claim of the day: all motivations for writing are equally valid. No one can tell you why you should write or what motivates you to become a writer. There are no stupid reasons to write.

Why are you writing on Substack? That's something only you can answer. No one else can judge your motivations, no one is on your shoes. Once you know your reason for writing, then we can talk about whether your actions align with those motivations and see if there’s something you could do better. But the why, that’s all on you.

So here is my question for you: why are you writing?