A full year of consistency on Substack: here's what I've learned.
What worked, what didn't, and what you can expect from another year at The Ghost Post. 👻 Plus, exciting new features to support your freelancing business.
🤫 Psst… There are exciting new features and a one-time only offer at the bottom of this article! Be sure to check them out. 🚀
I’ve been writing on Substack for almost two years, but I didn’t start posting consistently until July 2nd of last year. That means I’ve ✨officially✨ been dedicated to this lil publication for a whole YEAR!
I’m excited to share my progress with you today: the wins and losses, growth and stagnation, what went well and what didn’t. I’m even more excited to give you a sneak peek into what this next year will look like at The Ghost Post.
This post is gonna be a good one, so buckle up!
When my growth surged 🚀
The one-month period during which I saw the most growth was November 15 to December 15, 2024, during which I went from 183 subscribers to 342. That almost doubled my count, growing my publication by 159 subs. While 159 may not seem like a lot compared to some of the major publications out there, it was a HUGE growth rate considering I had such a small platform at the start of the month. More subs typically equals more reach, so I was really happy with the growth I saw then.
🤔 So, what worked?
Adding value through actionable pdfs and useful resource links.
In December, I shared a free downloadable action plan guide with my subscribers. This guide helped freelancers set and keep goals for their freelancing businesses, and the post in which I linked this guide saw more traffic, likes, and interaction.
I also found that including links to useful resources helped my posts gain more traction. Readers are grateful for quick access to the things that help them succeed!
Rebranding my newsletter to “The Ghost Post.”
In September, I rebranded my Substack from “Allegory Landing” to “The Ghost Post.” When I first created my newsletter, I intended to write miscellaneous short stories and personal articles, but my goals shifted as I realized how much I love helping others find the freedom I’ve found in a freelance writing career! The content adjustment required a branding adjustment so that potential readers could see quickly what my newsletter is really about. Shortly after changing my newsletter name, description, and branding to create a cohesive publication, I saw a steep increase in subscriptions.
Establishing relatability and authenticity through personal essays.
I never gave up on my personal essays. While most shifted to relate to the writing life, some of my most popular posts weren’t about writing at all. In my most open, authentic, and raw article, I discuss my experience growing up with anxiety and OCD. Turns out, a lot of writers related to my story! It was inspiring to encourage others and feel seen in the process.
When my growth slowed 🐌
My slowest one-month period was May 28 to June 28, 2025. During this period, I went from 725 subs to 711. This was the first period during which I lost more subs than I gained, which makes sense: I wasn’t very active on Substack. Taking a bit of a “vacation,” I posted rarely on Notes and even more rarely on my main page.
I’d also had a surge of new subscriptions just prior to this period, most of whom came from a Note unrelated to my publication. I surmise many people subbed from my Note, then unsubbed upon realizing they weren’t interested in my content.
🤔 So, what didn’t work?
“The Ghost Host” podcast launch and job opportunities.
In February 2025, I launched a biweekly mini podcast on my page. The first episode did fairly well, but the second saw very little interaction. After polling my subscribers, I found that there wasn’t much interest in the podcast content, even though I spent extensive time and energy preparing episodes. Accordingly, it made sense to “pause” the podcast so I could work on other projects.
Moving forward, I learned to pay more attention to what my subscribers tell me they need.
Sharing generic notes and information.
I never did this on purpose, but looking back I realize I shared some tips/resources that were way too generic. The purpose of this newsletter is to say something helpful for freelancers. Sure, some of my tips will be repeated elsewhere - there’s some advice that’s just plain helpful, so multiple writers will share it. But the goal is to say things that are original: to cover things that may not be covered elsewhere, to stir creativity and excitement within my readers, and to produce resources they can’t find elsewhere.
My top three Substack lessons this year 🎒
If you don’t already have some, get grit. While there are Substack users who grow crazy fast, it generally takes a lot of legwork to get a successful publication going - especially if you’re coming to the platform with no following! You have to be patient and dedicated for your newsletter to work.
To grow your following organically, post on Notes, collaborate with other writers, and use recommendations! They really do help.
It’s good to set goals, but accept that you might not always meet them. Don’t be so hard on yourself that you get burned out when you don’t make as much progress as you hoped for.
What the next 12 months will get you… Plus, an early bird discount! 🕊️
I’m committed to the next 12 months on Substack.
I’m also changing things up a bit around here to reflect what readers like YOU have told me helps you out the most.
Here’s what you’ll get with a paid subscription:
The exact pitch templates that have landed me $30k+ clients, how-to guides for enhancing your portfolio and job search efforts, and other actionable resources at least every other week. 🚀
Collaborative 30-day writing challenges to keep you on track with your work. ✍️
Weekly lives that answer all your burning questions about freelancing, with appearances from other successful writers. 🎥
Weekly Chat goal-setting to hold one another accountable and celebrate our wins together. ✅
Consistent, info-packed posts with info for freelancers on Mondays and lifestyle essays about the freelance writing life on Fridays. 📝
Click the following link to access this one-time offer today:
As always, I’m super grateful for each of you, whether you’re a free or paid subscriber. Thanks again for following along here at The Ghost Post - looking forward to another awesome year of writing together! 😊