If you ask people how to grow on Substack, you’ll hear a lot of advice.
Post consistently.
Write better headlines.
Comment more.
Find your niche.
All of those things matter.
But over the last few months, I’ve become fascinated by a different question:
Why do some Notes spread while others disappear almost instantly?
Not because I’m trying to “beat the algorithm.”
Because I want to understand why people choose to share certain ideas.
Since May 7, my own publication has grown from 893 subscribers to 1,740 in just under 90 days.
Can I attribute every new subscriber to Notes?
No.
But I can confidently say they’ve become one of the biggest drivers of that growth.
And what I’ve discovered is surprisingly simple.
People don’t share Notes because they’re clever.
They share Notes because they see themselves in them.
A Note That Explained Substack Better Than Any Marketing Article
One of the examples we looked at during this week’s Monetize Your Mission Mastermind came from community member Soph Newman.
Her Note read:
By the time we met, it had generated nearly 19,000 likes, more than 1,300 restacks, and hundreds of comments.
More importantly...
It had brought roughly 400 new subscribers to her publication.
Why?
Not because it taught anything new.
Because everyone on Substack immediately recognized themselves.
It wasn’t information.
It was identity.
It gave people permission to say:
“These are my people.”
That may be the most powerful sentence in the entire Note.
During the mastermind, one of our members, Tracy Nicholas shared that the line “My people” was the part that resonated most deeply. Everything before it made sense, but those two words created a feeling of belonging. Others echoed the same idea - that Substack felt like the place where they had finally found their corner of the internet.
That’s an important lesson.
People rarely share content because it’s technically impressive.
They share it because it helps them express something they already believe.
Most coaches are doing all the things…
posting,
showing up,
creating content…
…and still not seeing consistent clients.
😏
Not because the content is bad.
😲
Because there’s no clear client acquisition system behind it.
That’s exactly what the Client Acquisition Audit is designed to fix.
🤯
In this 30-minute session, we’ll look at your current setup and identify the specific gaps that are keeping you invisible or inconsistent with clients.
😎
If your message is there but the clients aren’t… this will show you why.
👉 Book your Client Acquisition Audit here
The Pattern Appeared Again
Soph’s wasn’t the only example.
I also shared one of my own Notes.
It reached over 183,000 people, generated 15,000+ likes, 1,700 restacks, and brought in 253 new subscribers.
Interestingly...
The two Notes weren’t even about the same topic.
But they shared something much more important.
They both invited people to recognize themselves.
One challenged the way we think about identity.
The other celebrated finding people who understand us.
Different subjects.
The same emotional experience.
Neither Note tried to sell anything.
Neither demanded attention.
They simply gave people something they wanted to carry into conversations with others.
The Goal Isn’t Virality
One of the first things I said during the mastermind was this:
Going viral isn’t really the goal.
The goal is getting your ideas into places where your ideal readers are already spending time. Every now and then a Note takes off in unexpected ways, but the real opportunity is consistently expanding your reach among people who are likely to value your work.
Virality is unpredictable.
Visibility isn’t.
Visibility comes from consistently showing up.
From participating in conversations.
From commenting thoughtfully.
From asking genuine questions.
From helping other people be seen.
One of the biggest discoveries for many members was realizing that Related Notes are one of Substack’s hidden discovery engines. When you consistently engage with other writers, your own Notes begin appearing alongside theirs, introducing you to readers who may never have found you otherwise.
That’s community.
Not algorithm hacking.
Community Creates Momentum
One thing I love about Substack is that growth isn’t just about publishing.
It’s about participating.
Some of the best opportunities come from:
Leaving thoughtful comments.
Replying to everyone who comments on your Notes.
Restacking work you genuinely appreciate.
Asking questions that invite conversation.
Highlighting other writers instead of constantly talking about yourself.
When people interact with your Notes, they’re not simply increasing engagement.
They’re expanding the number of places your ideas can be discovered.
That’s a very different way of thinking about social media.
Use AI to Help - Not Replace You
Another question that came up during the mastermind was whether AI has a place in creating Notes.
I think it absolutely does.
I use AI regularly.
Not to replace my voice.
To help me brainstorm, generate possibilities, and organize ideas more efficiently. During the session, I also shared how scheduling Notes in advance lets me stay consistent while leaving room for spontaneous ideas when inspiration strikes.
The heart of the Note still has to come from you.
AI can help shape the words.
It can’t manufacture genuine connection.
The Substack Notes Strategy Most Coaches Miss - How Intentional Boosting 10x’d My Visibility
It wasn’t that long ago; I was doing what so many coaches do on Substack. I would find notes boost threads in the notes and add my link - follow/subscriber and sometimes a few people followed back. But most of the time it felt random. The growth was inconsistent, and honestly, many of the new subscribers never really engaged.
Visibility That Leads Somewhere
Here’s the biggest mistake I see.
People think Notes are the destination.
They aren’t.
They’re the introduction.
A great Note creates curiosity.
That curiosity brings someone to your publication.
Your publication helps them decide whether they want to subscribe.
And over time, trust becomes relationship.
Relationship becomes opportunity.
That’s why we spend so much time inside the Client Acquisition for Coaches community talking about Notes - but also about the entire client journey.
Because visibility is wonderful.
Visibility that leads somewhere is what builds a business.
If you’d like to join us live for future Monetize Your Mission Masterminds, ask questions, and be part of conversations like this one, I’d love to welcome you into the community.
And if you’re just getting started on Substack, don’t skip the foundation.
The Substack Setup Intensive is designed to help you build a publication that doesn’t just attract readers-it gives those readers somewhere meaningful to go next.
Because getting seen is only the first step.
Building something that grows because people are glad they found you - that’s the real goal.
With love & clarity,
Jill Hart💜The Coach’s Alchemist
Amplify Your Voice • Monetize Your Mission • Get Visible
Hi, I’m Jill Hart, The Coach’s Alchemist. I help spiritual entrepreneurs and coaches amplify their voice, attract aligned clients, and monetize their mission through Substack and podcasting.
If you’ve been creating content but not seeing it turn into conversations, clients, or consistent income, Client Acquisition For Coaches is for you.
It’s where we simplify visibility, build authority, and create a clear path from your content to your offers without chasing algorithms or trying to be everywhere.
