How to Navigate Paywalls and Growth on Substack with Integrity

Explore these key factors in the context of your newsletter

Before the month of October got here, I told a few folks on Instagram (I’m in an Instagram experiment right now) about how nervous I was.

A whole month talking about money and paywalls? Those two topics, side by side, can get slimy really fast. And I have historically worked very hard to avoid ever sounding like some horrific financial guru impersonator … just trying to squeeze a buck out of hopeful newsletter creators.

But you know what?

I know myself.

And I know you, my readers.

And I’ve been helping people sell stuff (and also selling stuff myself) online for a long time.

And the real dividing line between ethical and unethical selling tactics is squarely inside you.

How you handle dynamics like reciprocity and scarcity can be done ethically when you bring your own moral compass and ethos to the table.

The pressure to sell, convert and grow can make even the most authentic writers feel like they’re losing sight of why they started a newsletter in the first place. So while talking about paywalls and making money from your writing can sometimes feel like a big bucket of ick, I promise there’s a way to navigate it all with your ethics in tact.

Earlier this week, I touched on some invisible dynamics—like reciprocity and scarcity—and why they’re really important to understand in shaping how readers interact with your work. And today, I want to dive deeper into how these principles work and how you can use them in ways that feel natural, not manipulative.

Let’s break down these key buying psychology principles and how you can use them on Substack to create a paywall strategy that aligns with who you are as a creator, so you can grow without feeling like you’re losing your integrity.

Reciprocity: A Small Gesture That Goes a Long Way

Reciprocity is all about creating a natural give-and-take relationship with your readers. It’s that warm feeling when someone does something kind, and you feel like returning the favor. For newsletters, this can mean offering thoughtful, high-quality free posts that give value upfront, so when you ask readers to subscribe, they feel like they’re supporting something meaningful.

How to apply it on Substack: One easy way to build reciprocity is through thoughtful free posts. You could also let readers know in your comment sections or Notes that their engagement is part of the value they’re giving. When you’re ready to offer something behind a paywall, it feels less like a sales pitch and more like an invitation to be part of something special.

Gentle strategy: At the end of a free post, try a soft reminder, like: “If this resonated with you, I’d love to have you as a paid subscriber. Your support helps me continue writing work that matters to both of us.” Keep it open-ended, so readers feel invited but not pressured. Just note: the more customized you can make these kind of invitations to your readers, the better. Show that you know them and what they value.

Scarcity: Create Meaningful Moments, Not FOMO

Scarcity doesn’t have to be about triggering FOMO. It can be about highlighting the unique value of what you offer—making it clear that something special is available for those who choose to support you. When readers feel like they’re getting access to something exclusive, it adds value without the pressure.

How to apply it on Substack: Use scarcity in a thoughtful way by offering paid subscribers something they can’t get anywhere else—like subscriber-only chats or exclusive live events. This kind of engagement feels like a special opportunity, rather than a gated experience for free readers.

Gentle strategy: Frame these exclusive offers as deeper connection points: “As a paid subscriber, you’ll have access to live chats where we can explore topics more deeply than I can in my free posts.” This way, you’re offering something valuable without creating urgency or pressure.

Consistency: Building Trust Over Time

Consistency is about showing up for your readers in a reliable way, which builds trust and long-term engagement. If readers know they can count on you to deliver regular, thoughtful posts, they’re more likely to support you.

How to apply it on Substack: Use your consistent publishing schedule to build trust, and let readers know what they can expect from your paid offerings. You might say, “Subscribers can count on a deep-dive post every month, crafted with the same care as my free work.” This shows reliability in the substance of what you offer, not just overwhelming volume.

Gentle strategy: Signal your consistency by maintaining a balance between your free and paid offerings. Keep a steady rhythm of free posts to build that trust, and use your paid posts to show your dedication to delivering even more value.

Loss Aversion: Highlight the Value, Not the Guilt

Loss aversion is the idea that people are more motivated by avoiding loss than by seeking gains. But rather than focusing on what free readers are missing out on, position your paid posts as added bonuses that bring readers closer to your work.

How to apply it on Substack: Instead of making free readers feel like they’re losing out, think of your paid downloads or exclusive posts as something extra special for those ready to take the next step. For example, offer detailed guides or behind-the-scenes posts for subscribers, positioning it as an added benefit.

Gentle strategy: Focus on the positive aspects of subscribing: “Subscribers get a little extra—a behind-the-scenes look at my creative process and exclusive insights that deepen our conversation.” This way, readers see upgrading as a value-add, not a penalty for staying free.

Thoughtful Strategy, Genuine Connection

Building a meaningful newsletter isn’t just about using tactics—it’s about understanding the dynamics that are already at play and aligning them with your values. The goal isn’t to manipulate your readers but to create a thoughtful experience that feels genuine for both you and them.

By applying these principles with a strategic and intentional approach, you can grow your newsletter in a way that honors your voice and nurtures your community. This isn’t about pushing people to subscribe—it’s about building trust, showing your readers what’s special about your work and inviting them to support you when they’re ready.

Next week, I’ll be sharing more about the Tote Bag Model, a flexible, community-centered approach to newsletter growth that’s designed with these principles in mind. Stay tuned!

If you found today’s essay helpful in illuminating the invisible dynamics at play in your newsletter, I have something special for you. For this month only, when you upgrade to a paid subscription, you’ll receive my newest digital guide, Speak from the Ground You Stand On. This series of prompts will help you dive into what makes a newsletter uniquely yours and not just a passing interest. Upgrade today to get access—this offer is only available for October!

New to Amanda and The Editing Spectrum?

• Explore My Resources Library: Discover digital guides like The DIY Writer’s Substack Launch Plan and Reader Connection Blueprint. Plus, get ready for Audit Your Substack Data Like a Strategist, launching Nov. 4 (and available as a recording). Browse the full Resource Library here.

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