One of the biggest things I’ve learned from working with newsletter creators—both here and in my offline work — is that almost everyone hits a point where they start second-guessing their topic. They wonder if their niche is too broad or too narrow, if they’ve boxed themselves in or if they even want to keep writing about the same thing.
And here’s the truth: this isn’t a failure — it’s part of the process. Most of the behind-the-scenes work I do is with writers who need to pivot in some way. The difference between a newsletter that thrives and one that stalls is how you navigate that shift.
That’s exactly why I hosted this live conversation — to talk openly about what to do when doubt creeps in. We covered everything from how to tell if your newsletter still fits, to making small shifts instead of full overhauls, to the most common signs that it’s time to evolve.
Below, I’ve summarized the biggest questions that came up, the editorial advice I shared and the key takeaways that might help if you’re feeling stuck in your own newsletter.
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Common Questions We Explored:
💡 “I feel boxed in by my niche. How do I expand without losing my readers?”
💡 “I started my newsletter as a personal rant, but now I want to help people. How do I make that shift?”
💡 “I have ADHD and jump between interests. Does that mean my newsletter will never feel cohesive?”
💡 “I’ve been publishing for years, but I feel stagnant. How do I get my momentum back?”
💡 “I want to pivot, but should I start a second newsletter — or adjust the one I have?”
💡 “I write for business owners, but I can’t get paid subscribers. Am I in the wrong space?”
Key Takeaways & Editorial Insights:
1️⃣ Pivots Are a Sign of Growth, Not Failure.
If you’re second-guessing your newsletter, it doesn’t mean you made the wrong choice — it means you’re listening. Most of my behind-the-scenes work is with newsletter creators who are pivoting in some way. This is normal. The challenge is figuring out if your newsletter needs a small tweak, a bigger expansion, or a complete shift.
☀️ Strategic & Editorial Feedback: If you’re feeling boxed in, start by asking: What parts of my newsletter still feel good? What parts feel restrictive? Sometimes, it’s not the whole concept that needs to change — it’s the way you’re framing it or the format you’re using.
2️⃣ If Your Niche Feels Too Small, Look at What’s Expanding in Your Life.
One writer felt trapped in their niche (Tarot for midlife women). My question back was: What part of your life is naturally growing beyond this? Often, the topic we start with is just the first chapter of something bigger.
☀️ Strategic & Editorial Feedback: Instead of seeing your niche as a box, see it as an entry point. You don’t have to throw everything out — you just need to follow where your curiosity is leading. What conversations are you naturally having? What topics are showing up in your daily life? That’s where your newsletter might be trying to grow.
3️⃣ Moving from Personal Rants to Helping Readers.
Another writer started their newsletter as a place to vent about cultural norms but now wants to help people find their own voice. The shift makes sense, but the challenge is moving from a reactive space to a guiding one without losing authenticity.
☀️ Strategic & Editorial Feedback: If you’re making this shift, don’t just change directions overnight. Bring your readers into the transition. Talk about why your focus is evolving, what you’ve learned and how you want to be more useful. Otherwise, it can feel abrupt to longtime readers.
4️⃣ If You Have ADHD & Jump Between Topics, Make That Part of Your Brand.
A writer worried that their shifting interests made their newsletter feel incoherent. But the reality is if you name it, you can frame it. The issue isn’t having varied interests — it’s not setting the right expectations for readers.
☀️ Strategic & Editorial Feedback: Your newsletter doesn’t have to follow a rigid theme — it just needs a clear throughline. What’s the common thread in how you explore ideas? Instead of trying to force yourself into a niche prematurely (or ever!), make it explicit that your newsletter is a space for curiosity, pattern-tracking or creative exploration. And then in your personal bio, make sure readers can get a taste of the kind of person you are — so they can discover if your interests naturally intersect.
5️⃣ Feeling Stagnant? You Might Need a “Messy” Season.
One writer said they felt drained of ideas for personal essays. My instinct? Before you force a pivot, allow yourself a season of creative messiness. Sometimes, the problem isn’t the newsletter — it’s that you’ve been too structured for too long.
☀️ Strategic & Editorial Feedback: If your writing feels dry, it’s usually a sign that your inner artist needs more nourishment. Instead of trying to tighten your structure, loosen it. Journal. Brainstorm. Make a mess. Join newsletters that have nothing to do with your niche. Write without publishing for a while. The best ideas don’t come from trying harder — they come from playing more.
6️⃣ Should You Start a Second Newsletter? Only If It’s Strategic.
One writer wondered if they should start a second newsletter for a totally different topic. My take? That’s a lot of extra work. A second newsletter isn’t an escape hatch — it’s an entirely new project that needs its own momentum.
☀️ Strategic & Editorial Feedback: Before you split your focus, ask: Can I explore this new topic inside my current newsletter first? Often, all you need is a new section, a themed series or a slight rebrand — not a whole second publication. If your first newsletter doesn’t feel solid yet, don’t create a second one — strengthen the first.
7️⃣ Struggling to Get Paid Subscribers? Make Sure Your Expertise Is Front & Center.
A business writer on Substack was struggling to get paid subscribers. My advice? Readers need to immediately understand why your expertise is valuable. If they can’t see what makes your insights different, they won’t pay for them.
☀️ Strategic & Editorial Feedback: Don’t assume people will connect the dots. Your expertise needs to be obvious. Make sure your about page, bio and posts show why you’re the right person to write this newsletter. If paid subscribers aren’t coming in yet, don’t panic just yet — test, refine and see what readers respond to before making major changes.
Final Thoughts: Your Newsletter Will Change — Let It.
The biggest aha moment from this conversation? Your newsletter is supposed to evolve. Every writer will hit a point where they second-guess their topic. That doesn’t mean you should scrap everything — it means you should listen to what’s changing.
If you’re feeling stuck, start by asking:
✅ Is this still a topic I can sustain? (Longevity check)
✅ Does this still feel personal & distinct? (Differentiation check)
✅ Do I still want to be writing this? (Commitment check)
If you’re realizing your newsletter needs a shift, don’t panic — pivoting is part of the creative process. The key is making thoughtful adjustments that keep you excited while keeping readers engaged.
💬 Want help figuring out your next steps?
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