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What a month

Did anyone else watch the Eurovision Song Contest and think the UK entry was apt for my last month on Substack?

This would usually be The Hype, my monthly email, but I’m finding it hard to rebuild it as it was.

It’s a bit like returning to an old job. You can. But things have to be different.

The Substack Growth Mafia don’t share the extent of the mental tax of trying to build a paid newsletter service.

I’m 18 months in, and after the delete situation, I’ve taken a large step backwards on all metrics.

It’s disheartening.

I’m not viral. I don’t have hundreds of thousands of followers. I’ve just shown up week after week. Building this to 450+ paid subscribers was not easy. It’s mostly a mental agility exercise about being unreasonably consistent in regularly showing up.

I wanted Substack to be my main job.

The worst part from the last month was the realisation that when there is a technical problem (whoever is to blame!), just entirely how unprotected and alone I was with it all.

I have several friends with hundreds of thousands of followers who received multiple phone calls on how to grow on Substack before they have even earned $1.

I did some maths on the available data and would put myself in the Top 20% of paid Substack earners. Yet, I had to beg for a call after #deletegate, and that was more for me to try to make changes for the next person who may do what I did.

My follow-up request for a call to help me rebuild was ignored entirely. And, actually, that part was the part where I got emotional.

Maybe it is because I have a lot of experience in crisis PR or that I live with someone whose job is brand ambassador and community engagement. It felt like I didn’t need much help just to get me back on my feet.

The goal was to hit 1,001 paid by September 2026, and the ghosting made me feel for the first time that maybe I won’t ever do this.

Not because I’m not good enough or don’t deserve it, but because maybe I don’t have the mental resilience. It was tough enough before the obstacles of last month.

Why I do what I do

But honestly, on a better day this behaviour feeds into my strength.

I’ve always rooted for geeks in their niche. For that reason, I launched my own agency in 2014 and wrote my first book. I don’t believe you need to be a big name or turn over millions to access premium-level insight and support.

That’s why I do the work I do.

I know that what I create, how my brain works, even the weird way I process and action things (yes, including the click-path that led to accidentally deleting my whole publication) is unique to me.

Would I rather have hundreds of thousands of followers and a tiny income, or a healthy income without obsessing over audience size?

I think I just wanted to feel that Substack valued me as a creator regardless of either.

I’ve always championed the underdogs, and while it’s tempting to spend my two child-free afternoons a week trying to rebuild the past, I’m choosing to focus on evolution instead.

I hope you stay with me on this journey. And if you are rooting for me and want to support my work, please consider upgrading to paid.

Below is a breakdown of what the new paid offerings will look like.

Thanks for sitting with me.

Lucy x

Updated membership tiers at a glance:

• Free subscribers:
  Weekly essays offering inspiration, insights, and practical strategies for your self-employed journey.

• Paid members:

  • Monthly live strategy Q&A calls with me or a guest from my network

  • Exclusive weekly Q&A community chat with immediate access to expert advice.

  • Bi-monthly curated directory of high-value opportunities (hours of research done for you!)

  • Priority access and discounts on events and workshops.

• Founder members:

  • All Paid benefits, plus quarterly private mastermind sessions tailored to your goals.

  • Priority responses in community Q&A.

  • Early access and deeper discounts on courses and workshops.

  Please help me on my rebuild with a share if you found this a useful read.

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