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I’m so happy you’re here—always. I’m amazed by the work you are and everyone in Substack Writers at Work is doing. So committed.

Now is the time to go all in on your Substack.

Which is why we’re talking about your Substack DNA.

On a purely mercenary level, it’s really hard to get, engage, and keep subscribers if your Substack is vague or doesn’t feel like there’s a person behind it.

Those Substack creators who chase the latest “hack” and “trick” are missing out. Substack is so much richer than that. It’s deep work, the kind you find yourself in and achieve things you never thought possible.

I see it in my clients all the time.

And it requires knowing your Substack DNA.

What your Substack DNA is:

DNA is the genetic code that makes us different from anyone else. It’s the blueprint that defines our characteristics, appearance, and what we do.

Your Substack’s DNA is the part of you that is your Substack.

It’s what obsesses and preoccupies you, what you could write and talk endlessly about and never get bored.

What your Substack DNA isn’t

* It’s not the “stuff” you offer—posts, chat, whatever. It’s what makes the stuff you offer make sense.

* It’s absolutely not your marketing “niche.”

DNA isn’t a perfect metaphor. Substacks can change (DNA supposedly can’t). We aren’t (I don’t think) trying to propagate our Substacks. And Substacks that have no DNA don’t cease to exist; mainly, they just flounder and atrophy.

But the idea that your Substack grows and develops when we establish the core of what we do, and can communicate it to others, holds.

Case studies from my clients

One of the main things I do as a Substack strategist is to help my clients and Mastermind members discover what their Substack DNA is.

When they do, they take off.

To show you exactly how this might play out (in real life, not Substack-growth-hacker-nonsense land) here’s what happened with two of my clients.

Your Substack DNA may be narrower than you think: Petya Grady

Petya K. Grady is the creator of A reading life.

* Petya changed her Substack from Lifequakes, about life transitions, to A Reading Life—a wonderful Substack about how we can reclaim our intellectual and reading lives and take responsibility for our inner landscape.

With your Substack DNA comes growth:

* Within a year of figuring out her Substack DNA, she went from 400 subscribers to over 7500.

* In the eight or so months following, she was also featured by Substack three (3!) times.

(If you’re interested in a basic overview of how Substack decides whom to feature, read “How to Be a Featured Substack.”)

* A key moment came during one of our sessions when she realized she should focus on who she wants to be “talking with” rather than “talking to.” (I love this too.)

* It happened when she stopped asking What am I an expert in? and instead focused on What am I most interested in? and (I love this) What activates my gossip nerves?

* Once she identified her core interest in reading despite having a busy life, she simply decided to talk to the people who shared that interest.

* That clarity made everything fall into place so easily. The logistics took care of themselves.

Your Substack DNA may be broader than you think: Emma Vivian

Emma Vivian is the writer behind Attempts at Optimism by Emma Vivian.

* Her story of being diagnosed with breast cancer at 29, shortly after her best childhood friend was also diagnosed, and being the only one to survive it is remarkable and the topic of her memoir.

* Her Substack, as we discovered while working together, is larger than that.

* Initially, her Substack was called Am I Cured Yet? but then realized she didn’t want to write about cancer all the time.

* We talked through what her posts had in common. As Emma put it, “I had cancer. I am not cancer.” The experience shaped her outlook, which was far more interesting for a Substack.

* The DNA, the core, of her Substack is her outlook on life: attempting optimism despite our natural human pessimism (and without toxic positivity).

* Emma had two Notes go viral, which came after we pivoted away from her posting about cancer and instead tapping into her life more generally and the essence of always trying.

* Viral Note #1: Introducing herself and her “new” Substack:

* Viral Note #2: She had been posting Notes about cancer. When she went broader and more in line with Attempts at Optimism, her Notes got engagement and reached more people:

Having clarity about her Substack DNA gave her a framework that generated new ideas and made her excited about writing again. She didn’t worry about running out of things to say each week.

It didn’t change what she was writing; it just made her Substack clearer to readers and subscribers.

The noise about Substack growth “hacks” is exhausting. They’re also a waste of your time. Real growth, long-term growth, joyful growth comes from knowing what your Substack is truly about—and loving it.

If you want more help with your Substack DNA and want the Substack white-glove treatment, I see a limited number of private clients—book your Single Strategy Intensive here or 3-Session Substack Accelerator Package here.

©2025 Substack Writers at Work

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