Thank you
, , , and many others for tuning into my live video!I built this livestream around this Note I wrote about promotions. And I answered a handful of questions that came into the comments.
Promo Questions From the Livestream
:
"Do you shout your promotions from the rooftops, aka notes, once you send them out? Or do people hate spam?"
Amanda:
"It depends on how long the offer lasts and what the intention is. If you're nurturing readers already inside your newsletter, they’ll probably need at least two to three reminders, spaced out and curated. But nurturing your existing readers versus people on notes who might not even be subscribed to you needs to be really different. For example, I rarely offer actual public discounts. Instead, I’ll offer upgrade goodies, like a digital guide. For me, I’ll promote these more publicly but in a thoughtful, non-repetitive way. The line I draw is that discounts are sent directly to specific segments, not broadcast widely."
:
"It’s my first time doing a promo. I’m nervous. Should I offer a discount or something extra instead?"
Amanda:
"That’s totally normal! I always remind people that readers signed up for your newsletter for a reason—they like hearing from you. If you're engaging thoughtfully around the topic they care about, I don’t think you can go wrong. Discounts aren’t punishing anyone who paid full price; they’re a way to test your pricing and gauge interest. But if offering a discount feels off, an extra goodie can work just as well. What matters is making it clear and intentional. Don’t forget to take care of current paid subscribers too—make sure they also get the extra gifts and love."
Reda (follow-up):
"I’m thinking of doing a giveaway—crime fiction novels and murder mystery games worth $300."
Amanda:
"Great idea! My advice is to simplify. If this is your first promotion, make it as easy as possible for readers to engage. Instead of listing many items, focus on one or two standout pieces that tie into your newsletter’s theme. Simplicity can make the value clearer and reduce potential overwhelm."
:
"I recently shifted my newsletter focus. How can I use this pivot to encourage upgrades?"
Amanda:
"It depends on how much the focus shifted and if you’ve communicated the change clearly. If the shift was because of low engagement, I’d focus on delivering consistent, valuable posts for a few months first. Substack has built-in upgrade nudges all over the site and the app, so I would just let those work for now. When you’re ready, test your messaging with a clear value proposition for upgrading. Stick to a giving-to-asking ratio of about 3:1 or 5:1—offer value several times before making an ask."
:
"I was thinking about offering a discount for the holidays. Should that be done in a post, a note, or both?"
Amanda:
"I recommend putting promotional discounts in one-time emails. It avoids friction with paid readers and allows for better targeting. Plus, it’s easier to manage. Essays should focus on the experience readers will get, while discounts are best kept in specific, context-driven invitations. Avoid putting discounts in your main posts to prevent confusion and future cleanup issues."
Amy (follow-up):
"I donate all paid subscription revenue to a scholarship fund for a private school for kids with special needs. Should I emphasize that in my emails?"
Amanda:
"Absolutely! Readers need to know where their money is going and why it matters. Share specific examples of how the scholarship fund impacts kids’ lives and the community. This context helps readers feel confident that their subscription makes a real difference. Include updates regularly—maybe at the end of your essays—to show progress on how much you’ve donated month over month and help keep the mission top of mind."
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