There’s a phrase travelers say all the time.

“I’ve already been there.”

We say it about cities, countries, and sometimes entire regions of the world.

We visit once, see the famous places, take the photos, and mentally check the destination off our list.

Done.

Next.

However, during my latest conversation with of Rare Finds - Luxury Travel, I started thinking about how much that mindset can cause us to miss.

Robyn first traveled to Croatia four years ago.

Since then, she has kept going back.

Not to repeat the same trip.

To discover how much she didn’t see the first time.

A Country Isn’t One Destination

When most people think about Croatia, a few familiar destinations probably come to mind.

• Dubrovnik.

• Split.

• The coast.

But during our live, Robyn pulled up a map and started walking me through the country.

• Zagreb.

• Rijeka.

• Pula.

• Poreč.

• Istria.

She showed me just how close northern Croatia sits to Slovenia and Italy. Trieste is nearby. Venice isn’t nearly as far away as many travelers might assume.

And I realized how easy it is to reduce an entire country to the one place we’ve heard the most about.

Robyn’s first Croatia experience was Zagreb during Christmas.

She arrived from Florida to temperatures around 17 degrees and her luggage was lost.

She had one set of clothes and instead of sitting in her hotel waiting for her suitcase to arrive, she went out with a private guide and explored the city.

There was an ice-skating rink winding around a park, a DJ, music, food booths, and Christmas markets!

An entirely different version of Croatia than the coastal summer destination many travelers imagine.

That’s the first lesson.

A country isn’t one destination.

And one trip rarely tells you the entire story.

Sometimes You Have To Go Back

I asked Robyn near the end of our conversation where she wanted to travel next.

She started listing places she hasn’t seen yet.

• The Baltics.

• Finland.

• Scotland.

• Ireland.

• Southeast Asia.

There’s still so much of the world she wants to explore; however, she said something that stayed with me.

She never expected to keep returning to the same countries because when you love travel, the instinct is often to keep moving.

A new country, a new stamp, and a new destination.

But Robyn has learned that going back doesn’t necessarily mean doing the same trip again.

• You can visit the mountains in one region and the coast in another.

• You can experience a country in December and return in May.

• You can stay in the capital on one trip and discover a 2,500-year-old town you had never heard of on the next.

Going back isn’t always repeating yourself.

Sometimes it’s how you finally begin to understand a place.

The Croatia Most Travelers Miss

For this episode, Robyn took me into Istria.

It’s a region in northern Croatia with hills, vineyards, coastal towns, and access to the Adriatic.

Last time we talked about Croatia, Robyn took us truffle hunting.

We talked about wine, olive oil, and family-owned businesses.

This time, she brought me into Poreč and showed me two completely different ways to experience the same town.

One had more than 500 rooms. The other had 13.

One Town. Two Completely Different Trips.

The first property Robyn showed me was a sprawling five-star coastal resort.

• Eleven swimming pools.

• Seven restaurants.

• Water slides.

• Family activities.

• Adults-only suites.

• A rooftop deck overlooking the Adriatic.

Robyn described it as almost like Disney on the beach in Croatia.

Families can bring their children and find enough activities to keep them entertained, while adults looking for a quieter experience can stay in a separate adults-only building.

The resort had only recently opened when Robyn visited, yet it was already attracting significant demand.

Then, only minutes away, Robyn took us somewhere entirely different.

A 13-room heritage hotel.

The rooms don’t have numbers.

They have names.

Robyn stayed in the Teresa room, named after the woman who helped open, manage, and design the hotel with her husband in 1913.

Even the bedside experience was personal.

Guests are given four scented cards.

You scratch them, smell them, and choose your favorite.

The next day, a diffuser with your chosen scent appears beside your bed.

My immediate reaction during the live was simple:

“That’s next level.”

Because it is.

Neither hotel is automatically better.

They simply offer completely different ways to experience the same destination and that’s the point.

The same place can become a completely different trip depending on how you choose to experience it.

Luxury Is Often In The Details

One thing I’ve learned from listening to Robyn talk about travel is that she notices details some people would probably miss.

• The glass bar holding the utensils at dinner.

• The architecture of a hotel lobby.

• The way a building resembles a ship.

• The scent waiting beside the bed.

• The story behind a room’s name.

• The concierge who remembers what you need before you ask.

These details are why I think Rare Finds works.

Robyn doesn’t just walk into a hotel, take a picture of the pool, and tell you the view is beautiful.

She pays attention to how a place makes you feel.

At the larger resort, she experienced a nearly four-hour, 12-course dinner with nine wine pairings.

Each course came with an explanation, how the dish was made, what went into it, and why a particular wine was chosen.

At one point, Robyn explained that she had a 4 a.m. flight to catch.

The concierge’s response?

Essentially: no.

You’re doing the tasting menu.

That story made me laugh during the live, but it also says something about hospitality.

Sometimes the thing you remember isn’t the meal.

It’s the person who made sure you stayed long enough to experience it.

You Remember The People

This might have been my biggest takeaway from the entire episode.

Toward the end of our conversation, Robyn said:

“It’s not just the destinations, but it’s the people you meet that make the experience so much better.”

And when I look back at everything she shared, the people are everywhere.

• The private guide who showed her Zagreb.

• The concierge who wouldn’t let her skip dinner.

• The hotel team who made her feel welcome.

And then there was chef Ana Roš.

Robyn sat with Ana for an hour over a glass of Merlot.

They talked about her upbringing in Slovenia, her background as an athlete, her path into food without a traditional culinary career, her travels, her creativity, and the way she thinks about flavor.

When Robyn asked how she creates her dishes, Ana gave an answer I love:

“Painters see colors. I see flavors.”

That’s the story Robyn remembers.

Yes, the restaurant matters, the food matters, and the destination matters, but years from now, I have a feeling she’ll still remember sitting on that deck and having that conversation.

You may choose a destination because of the place, but you often remember it because of the people.

The Big Lesson

One trip gives you an introduction.

It doesn’t always give you the full story.

Sometimes you have to return in a different season, to a different region, and with a different itinerary.

You have to be willing to look beyond the place everyone told you to visit and ask what else is there because a country can hold more than one version of itself.

• Mountains and coastlines.

• Five-hundred-room resorts and thirteen-room heritage hotels.

• Christmas markets and Adriatic sunsets.

• Michelin-starred tasting menus and conversations over Merlot.

Going back doesn’t always mean repeating the same trip.

Sometimes it means discovering the place for the first time all over again and maybe that’s why Robyn keeps returning to Croatia.

She hasn’t run out of things to see and she keeps discovering how much more there is to find.

In This Episode

Robyn Levin from Rare Finds - Luxury Travel and I discuss:

• Why Croatia keeps pulling her back.

• The difference between visiting Zagreb, Split, Pula, and Istria.

• Why shoulder-season and winter travel can completely change a destination.

• The quieter Croatian town of Poreč.

• Two completely different luxury hotel experiences in the same town.

• A sprawling five-star coastal resort and an intimate 13-room heritage hotel.

• The small hospitality details Robyn notices while traveling.

• A 12-course tasting menu with nine wine pairings.

• Robyn’s conversation with chef Ana Roš.

• Why the people you meet often become the most memorable part of a trip.

• Why returning to the same country doesn’t mean repeating the same experience.

Whether you’ve been to Croatia before or it’s still somewhere on your travel list, I hope this conversation makes you reconsider the phrase:

“I’ve already been there.”

Maybe you have. but maybe there’s still an entirely different version of that place waiting for you.

↑ Replay Above

Resources From This Conversation

Scan Robyn’s QR code for exclusive activities in Jadran →

Scan Robyn’s QR code for exclusive activities in Pical →

Follow Robyn at Rare Finds - Luxury Travel →

Rare Finds - Luxury Travel

For luxury travelers drawn to extraordinary hotels, design, emerging destinations, and the people behind it all. You'll find them here. Go before the crowds.

By Robyn Levin

Follow Robyn at Finding Your Edge →

Finding Your Edge

Helping growing entrepreneurs increase visibility and get featured in Forbes, WSJ, Inc. and more through strategic storytelling and AI search.

By Robyn Levin

Scan Robyn’s QR code to access her Youtube channel →

Follow Jess at Unstuck to Published →

Unstuck to Published

Turn your Substack from an idea into a live, paid publication—in 60 minutes, without guessing what to do next.

By Jess, The Creator

Thank You

Thank you so much for everyone who tuned into this live, your presence is truly appreciated, and to the people who are watching the replay, thank you!

See you next Friday at 12pm ET for our weekly show, stay tuned!

-Jess, The Creator & Robyn Levin

It sometimes feels like every creator is expected to turn on a camera.

• Record a video.

• Go live.

• Post reels.

• Show their face.

For a while, it seemed like if you wanted to grow an audience online, video wasn’t just an option—it was the expectation.

However, what if that’s not how you communicate best and what if your ideas come alive through your voice instead?

If the thought of being on camera has been the one thing holding you back from podcasting, I want you to know something.

You don’t have to be.

I know this from my own experience. I’ve had my NP Fellow Collective podcast on Spotify for almost a year now.

I have an entire library of recorded episodes of me reading my NP Fellow Become The CEO of Your Health articles.

There’s no intro with a jingle, no special guests, no cameras, no crazy podcast room, no microphones, and definitely no fancy equipment or lighting.

I use my phone to read the article out loud and I use my laptop to record. That’s it.

My podcast is literally just my voice. If I can do it, you certainly can too. 🙌

The Real Reason I Wrote This

After publishing my guide on How To Start A Podcast On Substack, I expected questions about microphones, recording software, and podcast hosting.

Instead, something else happened.

People started telling me why they hadn’t started a podcast in the first place.

One reader shared:

“I don’t like being on lives or doing videos, so a podcast will allow me to share what I want to without sharing my face.”

That comment stuck with me because it wasn’t really about podcasting.

It was about finally finding a publishing format that felt natural.

Sometimes we assume podcasting means interviews, video, expensive equipment, or a professional studio.

It doesn’t.

Sometimes it’s simply your voice. Just you, your recording device, and your piece of writing you’re reading out loud. That’s it.

Work With Me 1:1

Presence Without Performance

One of the biggest misconceptions about podcasting is that it has to feel like performing.

It doesn’t.

Podcasting gives you the chance to connect with people in a different way.

• You don’t have to think about lighting.

• You don’t have to worry about your background.

• You don’t have to spend time editing videos.

• You simply press record and share your ideas.

For many creators, that’s a much more comfortable way to communicate.

Your audience isn’t looking at your camera.

They’re listening to your thoughts and your perspective.

Your Voice Is Enough

One of my favorite things about podcasting is how flexible it can be.

You don’t have to interview guests, you don’t have to create elaborate productions, and you don’t even have to invent brand-new content.

If you’ve already been publishing articles on Substack, your next podcast episode could simply be you reading one of them aloud.

→ You’ve already done the hard part and you’ve already written the words.

→ Now you’re giving your readers another way to experience them.

Sometimes that’s exactly what they want.

Join The Collective

Build The Podcast That Fits You

I think creators get into trouble when they try to copy someone else’s podcast.

• They see polished interviews.

• Multi-camera setups.

• Professional intros.

• Weekly guests.

And they assume that’s the standard.

It isn’t.

Your podcast should reflect the way you naturally communicate.

• Maybe that’s reading your articles.

• Maybe it’s sharing a five-minute lesson.

• Maybe it’s having thoughtful conversations with other creators.

• Maybe it’s a mix of all three.

There isn’t one right way to build a podcast.

There’s only the way you’ll still enjoy recording six months from now.

Start With Your Strengths

The goal isn’t to become a podcaster.

The goal is to become someone who publishes consistently.

→ If podcasting helps you do that, it’s worth exploring.

Not because everyone else has a podcast, but because it might be the publishing format you’ve been looking for all along.

Final Thoughts: If You’re Stuck Right Now

For a long time, it felt like creators only had one path.

• Write.

• Film.

• Edit.

• Repeat.

Today, we have more ways than ever to share our ideas.

If being on camera has kept you from starting a podcast, it doesn’t mean podcasting isn’t for you.

It might simply mean you’ve been imagining a version of podcasting that doesn’t fit the way you naturally create.

The best podcast isn’t the one with the most expensive equipment, the biggest audience, or the most polished production.

It’s the one you’ll actually keep publishing because consistency has never come from choosing the most popular format.

It comes from choosing the one that feels like home.

Thank you so much for being here. I truly appreciate you.

— Jessica

Move first. Refine second. Publish with structure.

Leave a comment

Work With Me 1:1

ICYMI, Previous Articles & Live Episodes →

Scan the QR code below to subscribe to Unstuck to Published →

Share

Subscribe now

Join The Collective

Work With Me 1:1

📓 Field Note

Writing Comes First. Publishing Comes Second.

When and I sat down for the very first Conversation at The Publisher’s Desk, I thought we were going to spend our time talking about burnout.

Instead, we spent nearly five hours talking about writing.

Somewhere in the middle of our conversation, Odel said something that completely changed the way I think about publishing.

→ “When I write, I don’t think about posting. I just write.”

That sentence stayed with me long after we ended the conversation because I realized something.

Writing and publishing aren’t the same thing.

For a long time, I’ve treated them like they are.

I’ll spend hours researching an article.

• Then formatting it.

• Designing a thumbnail.

• Adding images.

• Creating a downloadable resource.

• Tweaking the layout.

• Checking every heading.

By the time I hit publish, I’ll tell myself I just spent eight hours writing an article; however, I didn’t.

→ I spent part of that time writing.

The rest?

→ I was publishing.

Those are two completely different creative acts.

Writing asks:

“What do I want to say?”

Publishing asks:

“How do I want people to experience it?”

Both matter, but they’re not the same job.

That realization helped me understand something else.

Maybe burnout doesn’t always come from writing too much and maybe sometimes it comes from expecting ourselves to write and publish as if they’re one continuous task.

They’re not.

→ Writing requires curiosity.

→ Publishing requires craftsmanship.

→ Writing creates the work.

→ Publishing shapes the experience.

Neither is more important than the other; however, recognizing the difference changes how I think about both.

That’s what I’m taking away from Conversation 001.

Not a new productivity system and not a better publishing schedule.

Just a quieter reminder that writing deserves its own space before we start thinking about headlines, formatting, thumbnails, and everything else that comes after.

Sometimes the best thing we can do is simply write.

We can worry about publishing tomorrow.

Conversation 001 Takeaway

→ Writing creates the work. Publishing shapes the experience.

Don’t confuse the two.

Continue The Conversation

Thank you for pulling up a chair at The Publisher’s Desk.

If today's conversation sparked a new idea or perspective, I'd love for you to continue the conversation by sharing your biggest takeaway in the comments.

↑ Listen to Conversation 001 of The Publisher’s Desk:

Write What You Can Sustain

One of my favorite parts of The Publisher's Desk is introducing you to thoughtful people whose work I genuinely admire.

I'm grateful that Odel’s the first person to pull up a chair at The Publisher's Desk.

Leave a comment

About Odel Assellie

Thank you so much for everyone who tuned into this live, your presence is truly appreciated, and to the people who are watching the replay, thank you!

Odel Assellie is the author of The Mirror Room.

Through thoughtful essays, reflections, and poetry, Odel explores identity, relationships, and human behavior, helping readers better understand themselves and the lives they're living.

If today's conversation resonated with you, I think you'll really enjoy Odel's work in The Mirror Room.

The Mirror Room

Reflections, essays, and poetry to help you better understand yourself, your relationships, and the life you're creating.

By Odel Asseille

Scan the QR code below to subscribe to The Mirror Room →

Scan the QR code below to subscribe to Unstuck to Published →

Share

Subscribe now

Thank You

Thank you so much for everyone who tuned into this live, your presence is truly appreciated, and to the people who are watching the replay, thank you!

-Jess, The Creator & Odel Asseille

“How do I start a podcast on Substack?”

The good news?

You don’t need a recording studio, you don’t need expensive equipment, you don’t need years of podcasting experience, and you definitely don’t need thousands of subscribers before you begin.

You simply need an idea, a way to record your voice, and a place to publish it.

Substack gives you all three.

However, before we jump into the setup, there’s one thing I think every creator should understand.

Subscribe now

Your Podcast Isn’t A Separate Business

When most people think about starting a podcast, they imagine launching something completely separate from everything else they’re already creating.

• A new brand.

• A new audience.

• A new platform.

• A new business.

That’s not how I think about podcasting on Substack.

I think of a podcast as another doorway into your publication.

→ Some people love reading.

→ Others would rather listen while they’re driving to work, walking the dog, cooking dinner, or exercising.

They’re consuming the same ideas.

They’re simply choosing a different format.

That’s what makes podcasting on Substack so powerful.

Your podcast isn’t living on an island.

It connects directly to your:

• Articles

• Notes

• Live videos

• Chat

• Subscribers

• Paid memberships

Everything strengthens everything else.

• One article can become a podcast.

• One podcast can spark a conversation in Notes.

• That conversation can inspire your next article.

Your publication becomes an ecosystem instead of a collection of disconnected content.

That’s the mindset I want you to have as we go through this guide.

You’re not creating more work.

You’re creating more ways for people to connect with your ideas.

Now let’s build your podcast.

Step 1: Decide What Your Podcast Is About

Before you click a single button inside Substack, spend a few minutes getting clear on your podcast.

You don’t need a detailed business plan.

You just need a simple answer to four questions.

Ask yourself:

• Who is this podcast for?

• What will I talk about?

• Why would someone listen?

• How often can I realistically publish?

Keep it simple.

For example:

“This podcast helps new Substack creators build, publish, and grow with more clarity.”

Or...

“This is where I read my weekly articles for readers who prefer listening.”

Or...

“Every week I share conversations about publishing, creativity, and building an audience.”

Notice something?

None of those are complicated.

They’re clear and clarity matters far more than cleverness.

Your first version doesn’t have to be perfect.

It simply has to give listeners a reason to press play.

Step 2: Choose Your Podcast Format

Now decide what type of podcast you want to create.

There isn’t one right answer.

Choose the format you’ll actually enjoy creating.

Some simple options include:

• Solo teaching episodes

• Audio versions of your written articles

• Interviews with guests

• Weekly reflections

• Reader Q&A episodes

• Recorded Substack Lives

If you’re just getting started, I’d recommend keeping it simple.

In fact, one of the easiest ways to begin is by reading one of your existing articles aloud. I’ve been doing this for over a year now and have received positive feedback from my readers as they appreciate listening to the article in a familiar voice.

Many creators think they need an entirely new content strategy before starting a podcast.

You don’t.

If you’ve already published ten articles...you already have ten podcast episodes waiting to happen.

• Read the article.

• Expand on a point.

• Tell the story behind why you wrote it.

• Answer a question a reader asked after reading it.

• Podcasting doesn’t always require creating new ideas.

Sometimes it simply means delivering your existing ideas in a different format.

That’s one of the biggest advantages of building your podcast inside your publication.

Everything compounds.

One idea can become:

• An article

• A podcast episode

• Several Notes

• A Live discussion

• A future workshop

→ One piece of content can create an entire week of conversations. That’s leverage.

Creator Tip: Choose the format you can repeat consistently.

Consistency builds trust.

Complexity usually builds excuses.

Step 3: Record Your First Episode

Now it’s time to record.

Here’s the good news.

Your first episode doesn’t need to be thirty minutes long, it doesn’t need professional editing, and it definitely doesn’t need to sound like an NPR production.

A strong first episode might only be five to fifteen minutes.

You can record using:

• Your phone

• Your computer

• A simple USB microphone

• Substack’s recording tools

Any basic recording app you’re comfortable using.

→ Find a quiet room.

→ Pick one topic.

→ Press record.

If you’re unsure what to say, answer these questions:

• Who are you?

• What’s your publication about?

• Why did you start this podcast?

• Who’s it for?

• What can listeners expect?

• How often will you publish?

That’s enough. Seriously.

Most creators delay publishing because they think the first episode has to impress everyone.

It doesn’t.

Its job is simply to exist.

You’ll improve by recording Episode 10; not by endlessly editing Episode 1.

You don’t need a professional studio to record your first episode.

Step 4: Open Your Substack Dashboard

Once you’ve recorded your episode, log in to your Substack dashboard.

This is where you’ll manage everything related to your publication, including your podcast.

Depending on when you’re reading this, the layout may look slightly different as Substack continues to evolve.

Look for the podcast option within your dashboard settings.

If you don’t immediately see it, don’t worry.

Substack occasionally updates where podcast settings live, but they’re easy to find within your publication settings.

Click on “Podcast” on the lefthand side under “CONTENT” then choose ‘Create podcast” to begin setting up your show.

Step 5: Create Your Podcast

Inside your publication dashboard, choose the option to create a new podcast.

If you already host a podcast somewhere else, you’ll also have the option to import your existing RSS feed.

If you’re starting fresh, simply choose:

→ “I’m starting a new podcast”

Substack will walk you through the setup.

Don’t worry if some of the settings feel unfamiliar.

We’ll go through them together.

Remember...you’re not building an entirely separate business.

You’re adding another experience to the publication you’ve already been building.

That mindset makes the setup feel much less intimidating.

Choose “I’m starting a new podcast” if you’re starting a new one or click “I have a podcast hosted elsewhere” if you already have a podcast.

Step 6: Name Your Podcast

Now it’s time to give your podcast a name.

You have two good options.

Option 1: Use the same name as your publication.

For many creators, this is the simplest choice.

If your publication is already well positioned, keeping the names the same creates consistency across your brand.

For example:

• Unstuck to Published

• The Unstuck to Published Podcast

When readers see the title, they’ll immediately recognize it’s connected to the publication they already know.

Option 2: Give your podcast its own name.

Some creators want their podcast to have a slightly different identity while still supporting the publication.

For example:

• The Publisher’s Podcast

• The Publisher’s Desk

• The Creator’s Publishing Lab

• Behind The Build

• Publishing Out Loud

There’s no right answer.

Just remember:

Clarity beats cleverness.

Someone should understand what your podcast is about without needing you to explain it.

Choose a title that’s clear, memorable, and connected to your publication.

Step 7: Write Your Podcast Description

Think of your podcast description as your elevator pitch.

It doesn’t need to be long.

It just needs to answer three questions:

• Who is this for?

• What will listeners hear?

• Why should they subscribe?

Here’s an example:

The Publisher’s Desk, brought to you by Unstuck to Published, is where creators learn how to stop overthinking and start publishing. Each episode explores the mindset, systems, and strategies behind building a publication people want to return to.

Notice what’s missing?

• Long biographies.

• Buzzwords.

• Trying to sound impressive.

Your goal isn’t to explain everything.

It’s to make the right person think:

“This sounds like it’s for me.”

Your description should quickly explain who the podcast is for and why someone should listen.

Step 8: Add Podcast Artwork

Your podcast artwork is often the first thing people see.

Keep it simple.

A few guidelines:

• Use large, readable text.

• Choose high contrast.

• Avoid tiny details.

• Make sure it still looks good on a phone screen.

If your publication already has established branding, carry that into your podcast artwork.

• Use similar colors.

• Fonts.

• Design elements.

Your podcast shouldn’t feel like a completely different brand.

Here’s an example of artwork for The Publisher’s Desk →

Upload a square image sized at least 1400px X 1400px to represent your podcast.

Remember:

You’re expanding your publication—not creating a second one.

The more connected everything feels, the easier it becomes for readers to recognize your work.

Keep your podcast artwork clean, readable, and consistent with your publication.

Work With Me 1:1

Step 9: Upload Your First Episode

Now for the exciting part.

→ Upload your first episode.

Substack allows you to upload audio—and depending on your setup, video as well.

You’ll be asked to add:

• An episode title

• A short description

• Your audio or video file

Simple first episode titles might include:

• Welcome to The Publisher’s Desk

• Why I’m Starting This Podcast

• Start Publishing Before You Feel Ready

• What This Podcast Is About

For the description, don’t overthink it.

A couple or few sentences summarizing the episode is enough.

→ If you mention resources, links, or related articles, include those as well.

Remember:

Every episode becomes another piece of content inside your publication.

It isn’t separate; it’s connected.

Click “Create new episode.”

Upload a recording file or press record to get started on your first episode. Then, write a title and subtitle, and add a short description, field note, or companion article before publishing.

Step 10: Decide Who Can Listen

One of the biggest advantages of podcasting on Substack is that you control access.

→ Before publishing, decide who can listen.

Depending on your publication settings, you may choose:

• Free for everyone

• Paid subscribers only

• Free preview with the full episode for paid members

• Bonus episodes for paid subscribers

If this is your first episode, I’d recommend making it free.

Why?

Because your audience hasn’t heard your voice yet.

Give them an easy way to experience your podcast.

Once you’ve built trust and established a rhythm, you can introduce paid or bonus episodes if they make sense for your publication.

→ Don’t rush monetization.

→ Focus on connection first.

→ Trust creates subscriptions.

In the “episode or post Settings,” which is located in the bottom righthand corner of the post, choose your audience—whether your episode is for all subscribers a.k.a “Everyone” or “Paid subscribers only.”

Step 11: Publish Your Episode

Eventually you’ll reach the button every creator spends too much time avoiding.

→ Just publish.

This is where perfectionism usually shows up.

You’ll hear yourself differently than everyone else does.

You’ll notice every pause, every “um,” and every sentence you wish you’d said differently.

Your listeners won’t.

They’re listening for your ideas.

Your perspective and your experience.

Not flawless audio.

One of my favorite reminders is this:

→ Your first episode isn’t your final episode.

→ Its purpose is to teach you what recording Episode Two should sound like.

So when everything looks good...press publish.

Post your podcast episode the same way you post an article. Choose “Send to everyone now” or schedule it for later and press publish!

Congratulations!! You officially have a podcast!!

The hardest button to press is usually the most important one.

Once you create your podcast, you will have “Podcast” automatically added to your Substack Homepage Navigation Bar as seen above. There you can click to view your podcast and its episodes. ↑

If you don’t wish to have “Podcast” added to your publication homepage a.k.a your publication website, you can uncheck the box under “Show on website” in your podcast settings to remove it from the navigation bar. ↑

You can update your podcast layout in your publication Dashboard under “Settings” through the “Website Editor” under “CONTENT“,” click “Podcasts.” ↓

I picked “Feature media” for my podcast layout and I chose “List” for the body of episodes.

Step 12: Share Your Episode

Publishing isn’t the finish line.

It’s the beginning.

• Tell people your episode is live.

• Share it in Notes.

• Mention it in your next newsletter.

• Reference it inside Chat.

• Link to it from your About page.

• Include it in your welcome email.

Don’t assume people will stumble across it.

Invite them.

For example:

“🎙️ I just published the first episode of my Substack podcast.

If you prefer listening instead of reading, I’d love for you to check it out.”

→ Always include a link to the podcast episode whether you’re mentioning it in an article, posting a Note your episode is live, inside your community chat, etc.

Simple and friendly and no complicated launch campaign required.

Step 13: Let Your Podcast Reach Beyond Substack

One of the best parts of podcasting on Substack is that your content doesn’t have to stay on Substack.

Depending on your settings, your episodes can also be available through:

• Spotify

• Apple Podcasts

• RSS feeds

• Other podcast apps

• YouTube (if you’re publishing video)

That means you can manage your podcast from one place while still allowing listeners to use the apps they already enjoy!!

→ Your publication becomes your home base.

→ Everything else simply extends its reach.

Substack can distribute your podcast to the platforms your audience already uses.

To access the “Distribution Settings,” go to your publication Dashboard, click “Podcast” on the lefthand menu bar and then click “Settings” to access the “Podcast settings.”

Scroll down to “Distribution” and choose how you want to “Distribute your podcast.”

Podcast Launch Checklist

Before you hit Publish, there’s one thing I want you to remember.

Launching a podcast on Substack isn’t about having the perfect microphone, recording studio, or editing software.

It’s about getting your first episode into the world.

I’ve put together a simple checklist you can use before publishing your first episode.

Save it, bookmark it, and come back to it every time you launch a new show. →

Notice what’s missing from the checklist.

• No expensive equipment.

• No professional editing.

• No perfect voice.

• No massive audience.

Those things might help later, however, they aren’t what gets you started.

Publishing comes first.

Everything else gets easier after you’ve pressed Publish once.

💡 Pro Tip: Don’t treat this as a one-time checklist. Save it somewhere you’ll actually find it again. Every time you launch a new podcast—or help someone else launch theirs—you’ll already have the process mapped out.

Join The Collective

Common Mistakes To Avoid

Before I wrap up, I want to leave you with some mistakes I see creators make when starting a podcast on Substack.

1. Waiting Until Everything Is Perfect

The biggest mistake is waiting.

• Waiting for better equipment.

• Waiting until you’re more confident.

• Waiting until you have a larger audience.

Your first episode isn’t supposed to sound like your fiftieth.

It’s supposed to teach you how to create your second.

2. Creating A Completely Separate Brand

Your podcast doesn’t need to feel disconnected from your publication.

If someone enjoys your articles, your podcast should feel like a natural extension of that experience.

The strongest Substack publications create consistency across every part of the platform.

3. Thinking Every Episode Has To Be New

Many creators believe every podcast episode requires a brand-new idea.

It doesn’t.

• Read one of your articles aloud.

• Expand on a section.

• Share the story behind why you wrote it.

• Answer a reader’s question.

One idea can become multiple pieces of valuable content.

That’s not repetition.

That’s leverage.

4. Focusing On Downloads Instead Of Connection

Every platform has metrics.

Podcasting is no different.

Downloads matter; however, relationships matter more.

If one listener finishes your episode and feels more connected to your publication than they did before, your podcast is doing its job.

Build trust first.

The numbers tend to follow.

Final Thoughts: If You’re Stuck Right Now

One of the reasons I love podcasting on Substack is that it doesn’t ask you to build something completely separate.

It asks you to deepen what you’ve already started.

Your publication is still the foundation.

• Your articles teach.

• Your podcast gives people another way to experience those ideas.

• Your Notes help readers discover them.

• Your Chat keeps the conversation going.

• Your Live videos can become future podcast episodes.

Everything supports everything else.

That’s why I don’t think of podcasting as creating more content.

I think of it as creating more opportunities for connection.

→ Some people will always prefer reading.

→ Others will connect with your voice in a way they never could through text alone.

Both experiences matter because at the end of the day, people aren’t subscribing because you wrote an article or recorded a podcast.

They’re subscribing because they trust the person creating them.

So don’t wait until you have the perfect microphone, don’t wait until you’ve mapped out your first fifty episodes, and definitely don’t wait until you finally feel like a “real” podcaster.

• Record one episode.

• Upload it.

• Publish it.

• Learn from it.

Then do it again because your first episode doesn’t need to be perfect.

It just needs to exist.

If you’re building your Substack and want more clear, foundational breakdowns like this, subscribe and follow along.

Unstuck to Published exists to help you build correctly from day one, with structure.

Thank you so much for being here. I truly appreciate you.

— Jessica

Move first. Refine second. Publish with structure.

Leave a comment

Work With Me 1:1

ICYMI, Previous Articles & Live Episodes →

Scan the QR code below to subscribe to Unstuck to Published →

Share

Subscribe now

Join The Collective

Work With Me 1:1

This week we explored Substack Notes—what they are, how to use them strategically, and why the creators who grow the fastest aren’t necessarily the ones posting the most. They’re the ones building relationships.

If you’ve spent any time on Substack, you’ve probably asked one of these questions.

• “How many Notes should I post?”

• “What’s the best time to post?”

• “How do I beat the algorithm?”

They’re reasonable questions; however, after this week’s conversation with , I realized they’re not the questions that matter most.

The biggest mistake people make with Substack Notes is thinking they’re another social media platform.

They’re not.

Notes aren’t about posting more. They’re about building relationships.

Once you understand that, everything else starts to make more sense.

Stop Promoting. Start Contributing.

One of the easiest traps to fall into is treating every Note like an advertisement.

• “My article is live.”

• “Read my newest post.”

• “Don’t miss this week’s newsletter.”

There’s nothing wrong with sharing your latest work.

However, if that’s all you ever post, you’re asking people to give before you’ve given them a reason to care.

Instead, take one insight from your article.

• One sentence.

• One lesson.

• One question that made you think differently.

Give readers value inside the Note itself.

If they want more, they’ll naturally click through to the full article.

Conversations Are Content.

One of my favorite strategies we discussed during the live was asking simple questions.

• What are you building?

• What are you struggling with?

• What’s one decision you’re overthinking right now?

These aren’t engagement hacks.

They’re conversation starters.

More importantly, they’re research.

Every response teaches you something about your readers.

You’ll discover the language they use, the problems they’re trying to solve, and the questions they’re already asking.

That’s some of the best material you’ll ever have for future articles.

Let People Watch You Build.

Another overlooked type of Note is the milestone post.

Many creators avoid sharing milestones because they worry it sounds like bragging.

I see it differently.

You’re not saying,

“Look what I did.”

You’re saying,

“Look what we built together.”

• Your first subscriber.

• Your first paid member.

• One hundred subscribers.

• Your first Bestseller badge.

• Your hundredth article.

These moments invite your community into the journey.

People enjoy celebrating progress because it reminds them that progress is possible for them too.

Don’t Overthink Every Note.

One of my favorite moments from our conversation had nothing to do with strategy.

Robyn shared one of her best-performing Notes.

It was simply a beautiful travel photo with the caption:

“No edit needed.”

That’s it.

No elaborate hook, no marketing funnel, and no perfectly optimized caption.

Sometimes the things that feel too simple are exactly what people want to see.

• Photos from your workspace.

• Your favorite notebook.

• The coffee you’re drinking while writing.

• The book sitting on your desk.

• Your dog walking across your keyboard.

These little moments remind readers there’s a real person behind the publication.

You Don’t Need to Reinvent Yourself Every Day.

One of the biggest mindset shifts from our conversation was realizing that Notes don’t require constant new ideas.

You don’t need to reinvent yourself every day.

One article can become multiple Notes.

• A teaser before publication.

• An announcement when it goes live.

• A favorite quote.

• A key takeaway.

• A lesson you learned while writing it.

• An “In case you missed it (ICYMI)” reminder a few days later.

Instead of creating more work, Notes help you get more value from the work you’ve already done.

Stop Chasing The Algorithm.

Toward the end of our conversation, we started laughing about the Substack algorithm.

How many Notes should you post?

• Three?

• Six?

• Thirty?

The truth is...nobody actually knows.

→ You can spend hours trying to reverse-engineer an algorithm you’ll never fully understand.

→ Or you can spend those same hours writing something helpful or meaningful, building relationships, and serving your readers.

One of those things is completely within your control. The other isn’t.

Community Compounds

The biggest takeaway from this week’s live wasn’t really about Notes.

It was about relationships.

• People discover you through Notes.

• They begin conversations through Notes.

• They decide whether they trust you through Notes.

Eventually, many of them subscribe because of those interactions.

→ Articles tell people what you know.

→ Notes help people get to know you.

Great publications need both.

The goal of Notes isn’t simply to be discovered.

It’s to become memorable and recognizable.

If you’re constantly asking,

“How do I beat the algorithm?”

Try asking a different question instead.

“How can I help one person today?”

That’s a question you’ll always be able to answer and ironically, it’s probably the one that helps your publication grow the most.

In This Episode

Robyn and I discuss:

• What Substack Notes actually are and why they matter.

• Different types of Notes you can post.

• How to turn one article into multiple Notes.

• Why asking questions builds community.

• Milestone Notes and bringing readers along your journey.

• Photos, videos, and behind-the-scenes content.

• Restacks, recommendations, and building relationships.

• Why you shouldn’t obsess over the algorithm.

• Practical strategies for staying consistent without creating more work.

Whether you’re brand new to Substack or looking to get more from the platform, I hope this conversation helps you think about Notes a little differently.

Every great publication is built one relationship at a time.

→ Articles may introduce people to your ideas.

→ Notes give people a reason to keep coming back.

That’s why Notes matter.

Not because they’re another content format, but because they’re where community begins.

↑ Replay Above

Resources From This Conversation

The Substack Notes Formats I would use if I were new to Substack today →

Follow Jess at Unstuck to Published →

Unstuck to Published

Turn your Substack from an idea into a live, paid publication—in 60 minutes, without guessing what to do next.

By Jess, The Creator

Follow Jess at Nurse in The Market →

Nurse in The Market

Helping busy professionals navigate the stock market using a systematic approach so you can build wealth without needing a translator.

By Jess, The Creator

Follow Jess at NP Fellow Become The CEO of Your Health→

NP Fellow Become the CEO of Your Health

A mental health & functional medicine newsletter helping you build emotional regulation, mental clarity, and health ownership.

By Jess, The Creator

Follow Robyn at Finding Your Edge →

Finding Your Edge

Helping growing entrepreneurs increase visibility and get featured in Forbes, WSJ, Inc. and more through strategic storytelling and AI search.

By Robyn Levin

Follow Robyn at Rare Finds - Luxury Travel →

Rare Finds - Luxury Travel

For luxury travelers drawn to extraordinary hotels, design, emerging destinations, and the people behind it all. You'll find them here. Go before the crowds.

By Robyn Levin

Scan Robyn’s QR code to access her Youtube channel →

Thank You

Thank you so much for everyone who tuned into this live, your presence is truly appreciated, and to the people who are watching the replay, thank you!

See you next Friday at 12pm ET for our weekly show, stay tuned!

-Jess, The Creator & Robyn Levin

“I finally published my first article… but what do I actually post on Notes?”

And honestly?

That’s the question most new creators hit right after they publish because writing the article is one thing.

Showing up between articles?

That’s where people freeze.

• Do you post the article link?

• Write something completely new?

• Promote the same article all week?

• Disappear until your next newsletter is ready?

Most creators aren’t struggling because they don’t have ideas.

They’re struggling because they don’t know what belongs in Notes.

Here’s the mindset shift that changed everything for me:

→ Your newsletter builds authority.

→ Your Notes build familiarity.

→ Authority gives people a reason to subscribe.

→ Familiarity gives them a reason to stay.

When you understand this Notes stop feeling like another content chore.

They become part of the publication.

Subscribe now

Every Note Has A Job

One mistake I see new creators make is expecting every Note to do everything.

• Get subscribers.

• Go viral.

• Start conversations.

• Promote an article.

• Build relationships.

• Create trust.

That’s a lot of pressure for one tiny post.

No wonder people stare at the box like it owes them money.

Instead, think of Notes like a team.

Each type has a different job.

• Some introduce people to your ideas.

• Some deepen relationships.

• Some invite conversation.

• Some show personality.

• Some build trust over time.

And when those Notes work together?

That’s where familiarity compounds.

So if I were starting Substack today, these are the Notes I’d be posting.

1. The Thought Note

A Thought Note is one idea from your latest article.

Not the whole thing and not the link.

One idea.

That’s it.

Why It Works

People scrolling Notes don’t want another “new post is live” announcement every five seconds.

They want something interesting enough to stop them.

A strong Thought Note gives value before asking for attention.

Curiosity brings people back to the article.

Try This

Finish one of these sentences:

• Most people think…

• I’ve realized…

• One lesson I’ve learned recently…

• Something I wish I knew sooner…

Example:

Most creators don’t have a content problem.
They have a decision problem.

That’s a Note.

Short. Clear. Useful. Valuable.

2. The Quote Note

What It Is

A Quote Note pulls one memorable sentence from something you’ve already written.

One sentence.

That’s it.

Why It Works

Great writing deserves more than one life.

One strong sentence introduces people to your voice without asking them to read a 2,000-word article first.

Sometimes one sentence is enough to make someone curious.

Try This

Open your last article.

Find the sentence that made you pause when you wrote it.

Turn that sentence into a Note.

Example:

Many successful writers treat Notes as a distribution system, not an extra feature.

That line can live in more than one place.

Let it.

3. The Question Note

What It Is

A Question Note asks your readers something real.

Not fake engagement bait and not “what do you think?” tossed at the end because you didn’t know how to close.

A real question.

Why It Works

→ Questions invite participation.

→ Participation builds community.

The answers often become your next articles, offers, or paid posts because when people tell you what they’re stuck on?

They’re handing you the language your publication should be using.

Try This

Ask questions like:

• What’s the hardest part about starting your Substack?

• What’s one thing you’re currently overthinking?

• What topic would actually help you this week?

• What’s the one decision keeping you stuck?

Simple questions create meaningful conversations and conversations are where trust starts.

4. The Milestone Note

What It Is

A Milestone Note shares progress.

Not to flex and not to perform.

To bring people along with you.

Why It Works

Readers enjoy watching something become real.

Milestones make your publication feel alive.

They show movement and movement makes people pay attention.

You can share:

• Your first subscriber

• Your first paid subscriber

• Your tenth article

• Your first workshop

• Your first collaboration

• Your first month publishing consistently

• Becoming a Best Seller

However, here’s the part most people miss:

Don’t just announce the milestone. Tell people what it taught you.

Try This

Instead of:

I just published my 25th article!

Try out something like this:

I just published my 888th article.
The biggest lesson?
Consistency gets easier when you stop trying to turn every article a science project.

Here’s another Milestone Note example:

Now the milestone becomes useful. That’s the difference.

Work With Me 1:1

5. The Restack Note

What It Is

A Restack Note shares someone else’s work and explains why it matters.

Not just:

Great article!

That’s lazy.

And honestly? It tells us nothing.

Why It Works

Not every Note needs to start with you.

A thoughtful Restack helps your audience discover valuable work, builds relationships with other creators, and shows people how you think.

The best Restacks answer one question:

Why should someone else read this?

That’s what turns a share into a recommendation.

Try This

When you Restack someone, add your perspective.

Example:

I liked this because it names something a lot of creators feel, but don’t know how to explain.

Or:

This changed how I think about consistency. Especially the part about showing up before the results are visible.

That’s useful and that’s signal.

6. The Perspective Note

What It Is

A Perspective Note shares your opinion about something happening now.

That could be:

• A Substack update

• A trend in your niche

• Something another creator wrote

• A book you’re reading

• A lesson from your own work

• A mistake you keep seeing

Why It Works

People don’t just follow creators for information.

They follow them for perspective.

→ Two people can see the same thing and walk away with completely different lessons.

Your perspective is what makes your publication feel like yours.

Try This

Start with:

• I’ve been thinking about…

• Everyone seems to believe…

• Here’s what I see differently…

• One thing I’ve noticed…

Example:

Everyone talks about getting more subscribers.
I think more creators need to ask whether their publication is clear enough for one right person to pay.

That’s a perspective. Not just content.

7. The Photo Note

What It Is

A Photo Note shares a real moment from your day.

Not because it’s perfect, but because it’s human.

Examples:

• Your workspace

• Your notebook

• Your whiteboard

• Your coffee

• Your walk

• Your bookshelf

• Behind the scenes of something you’re building

• Your pets

Why It Works

Readers don’t just subscribe to publications. They subscribe to people.

Photos create familiarity fast.

Sometimes one simple photo says more than five paragraphs.

Try This

Don’t ask:

Is this photo impressive enough?

Ask:

Does this help people know me a little better?

That’s the job.

8. The Video Note

What It Is

A Video Note is a short video posted directly to Notes.

No fancy setup, no ring light production studio, and no 14 takes because one eyebrow moved weird.

Just talk.

Share:

• What you’re building

• What you learned

• A quick lesson

• An observation

• Something easier to say than write

Why It Works

• Video builds familiarity quickly.

• People hear your voice.

• They see your face.

• They get a better sense of how you think and that matters because trust isn’t built from information alone.

It’s built from repeated exposure.

Try This

Record a 30-second video answering:

What have I been thinking about today?

Don’t script it.

Talk like you’re talking to a friend because that’s the whole point.

9. The Story Note

What It Is

A Story Note shares a short moment from your life.

Not a full essay and not your entire origin story.

One moment.

• Something that happened.

• Something you learned.

• Something that changed how you think.

Why It Works

Information teaches and stories stick.

Think about the creators you remember most.

You probably remember:

• Where they were

• What happened

• How they felt

• What they learned

Long after you’ve forgotten the exact advice they gave.

→ That’s emotional memory and emotional memory builds relationships.

Try This

Start with:

• Yesterday…

• When I first started…

• I almost…

• I’ll never forget…

Example:

On Thursday morning, this workshop didn’t exist.

By Saturday afternoon, I was hosting it live.

In less than 48 hours, I made $291 from a $97 offer and ran a session where two creators left with structured, monetizable Substacks built correctly.

No long runway, no polished funnel, and no months of planning.

Just a clear idea and decisive action.

You don’t need dramatic stories. You need honest ones.

10. The Build-In-Public Note

Share something you’re actively working on.

• A draft.

• A question.

• A headline.

• A podcast episode.

• An article.

• A framework.

• A decision you’re making.

• A product you’re creating.

Why It Works

People love watching things being built.

Not because they’re finished, but because they feel included.

Join The Collective

Build Your Signature Series

Once you experiment with these different Note types, you’ll start noticing something.

Some formats feel more natural than others.

Good. Lean into that.

• Maybe every Monday becomes a writing lesson.

• Maybe every Friday becomes a personal story.

• Maybe every Sunday becomes your weekly reflection.

That’s how recognizable creators are built.

Not by posting randomly, but by developing rhythm.

Readers don’t just remember what you write. They remember how you show up.

Your First Week On Notes

If you’re wondering where to start, borrow this.

Don’t overcomplicate it; seriously.

Monday

• Post a Thought Note from your latest article.

Tuesday

• Ask a Question Note your reader can answer easily.

Wednesday

• Share a Quote Note from something you’ve already written.

Thursday

• Post a Story Note from your own experience.

Friday

• Share a Perspective Note on something you’ve noticed.

Saturday

• Restack another creator and explain why their work matters.

Sunday

• Post a Photo, Video, or Milestone Note.

This isn’t a prison sentence so please don’t turn it into one.

It’s a starting point.

The goal isn’t consistency for the sake of consistency.

The goal is to make showing up easier.

Your Challenge

Before you close this article, open Notes.

• Choose one of the ten Note types above.

• Spend five minutes writing it.

Not thirty. Five.

Don’t overthink it, don’t edit it into a TED Talk, and don’t wait until tomorrow because you “want to make it better.”

Publish it because the goal isn’t to master Notes today.

The goal is to become visible today.

One conversation at a time.

Final Thoughts: If You’re Stuck Right Now

The biggest mistake I see creators make is treating Notes like advertisements.

They only show up to say:

“My new article is live.”

Then they disappear until next week.

Imagine treating a friendship that way.

Awful.

Notes aren’t advertisements. They’re conversations.

→ Your newsletter builds authority.

→ Your Notes build familiarity.

→ Familiarity builds trust.

The more consistently you participate, the more recognizable you become.

Eventually, you stop asking:

What should I post today?

And start asking:

What conversation do I want to start today?

The creators who succeed on Notes aren’t always the ones posting the most.

They’re the ones who become recognizable.

One conversation, one familiar face, and one Note at a time.

If you’re building your Substack and want more clear, foundational breakdowns like this, subscribe and follow along.

Unstuck to Published exists to help you build correctly from day one, with structure.

Thank you so much for being here. I truly appreciate you.

— Jessica

Move first. Refine second. Publish with structure.

Leave a comment

Work With Me 1:1

ICYMI, Previous Articles & Live Episodes →

The Creator's Edge

7 Lessons for Building Relationships & Landing Collabs from Rob & Jess

Today I went live with Jess, The Creator to talk about friendships, collaboration, and growing on Substack…

Listen now

23 days ago · 46 likes · 23 comments · Rob Riker and Jess, The Creator

Scan the QR code below to subscribe to Unstuck to Published →

Share

Subscribe now

Work With Me 1:1

Join The Collective

“Do I need a custom domain for my Substack?”

It’s a simple question.

However, underneath it is a much bigger one:

“What actually matters when you’re building a publication?”

I’ve seen creators spend weeks debating domains, logos, fonts, and branding before they’ve published a single article.

Meanwhile, other creators launch with a basic Substack URL and start building an audience immediately.

So let’s talk about custom domains.

What they are and when they matter.

And why most creators should worry about publishing before they worry about branding.

Subscribe now

What Is A Custom Domain?

By default, every Substack publication gets a free Substack URL.

For example:

yourpublication.substack.com

That works perfectly well.

In fact, it’s how I recommend most creators start.

However, at some point, you may want something that feels more like your own brand.

That’s where a custom domain comes in.

Instead of:

yourpublication.substack.com

You can use:

yourpublication.com

or

www.yourpublication.com

A custom domain is simply your own website address connected to your Substack publication.

That’s it.

Nothing magical and nothing complicated.

Just your publication living on a domain you own.

Why Would Someone Want a Custom Domain?

For example, both Nurse in The Market and Unstuck to Published use custom domains because they are long-term brands, not just newsletters.

The biggest reason is branding.

When someone visits:

yourpublication.substack.com

they immediately know you’re using Substack.

When someone visits:

yourpublication.com

The focus shifts from the platform to your brand.

It feels more professional, more established, and more like a business than a profile.

For some creators, that matters.

Especially if they’re building a long-term brand around their publication.

Does A Custom Domain Help You Grow Faster?

No.

At least not directly.

A custom domain will not magically get you:

• More subscribers

• More views

• More recommendations

• More engagement

Growth still comes from publishing useful content consistently.

I see creators make this mistake all the time.

They assume growth comes from better packaging.

• A better logo.

• A better domain.

• A better website.

However, most publications don’t struggle because of branding.

They struggle because readers aren’t clear on who the publication is for and why it matters.

A custom domain can make a strong publication look more professional.

It cannot make an unclear publication clear.

Will A Custom Domain Hurt My SEO or Subscribers?

This is another question I hear fairly often.

The short answer?

No.

Substack automatically redirects your old *.substack.com URLs to your new custom domain and handles the technical SEO side correctly.

In most cases, readers won’t notice much of a difference.

A small number of subscribers may be asked to log in again depending on their browser’s privacy settings, but it’s typically a one-time step.

For most creators, switching to a custom domain is a branding decision—not an SEO risk.

The bigger question isn’t whether you should be worried about SEO.

It’s whether you’re solving the right problem.

Should New Creators Buy One Immediately?

Usually, no, and that surprises people.

Most creators are worried about:

• Domains

• Logos

• Branding

• Colors

• Websites

before they’ve published a single article.

One of my favorite questions to ask creators is:

“Have you published ten articles yet?”

If the answer is no, I almost never recommend spending time on a custom domain.

Not because domains don’t matter, but because publishing matters more.

You learn more from ten published articles than you do from ten hours of branding decisions.

Remember:

Move first.

Refine second.

Publish with structure.

If you’re still in the early stages, focus on publishing first.

You can always connect a custom domain later.

How To Set Up A Custom Domain On Substack

The good news?

The process is surprisingly simple.

Step 1: Purchase A Domain

You can buy a domain from providers such as:

• GoDaddy

• Namecheap

• Squarespace Domains

• Cloudflare

Examples:

• yourpublication.com

• yourbrand.com

• yourname.com

Choose something simple and easy to remember.

Step 2: Open Your Substack Settings

Once you purchased your domain, go into your publication dashboard.

Inside Substack:

Dashboard → Settings → Domain (under Advanced Settings in the Left Navigation Bar)

You’ll see an option to connect a custom domain.

• Click on “Add.”

• Add your payment info.

  • Substack charges a one-time fee of USD $50 to complete this operation.

• Enter your new custom domain.

Step 3: Follow Substack’s DNS Instructions

Substack will provide DNS records.

These records tell your domain provider where to send visitors.

→ You’ll copy the records from Substack and paste them into your domain registrar.

This sounds more technical than it actually is. For most people, it’s a five-to-ten-minute process.

Here is an example of the DNS record for Unstuck to Published in Namecheap:

How to create a CNAME record for your domain in Namecheap click here

Step 4: Wait for Verification

Once connected, Substack will verify your domain.

You will receive an email from Substack that your custom domain was successfully connected.

Sometimes this happens within minutes and sometimes it takes several hours.

Once your custom domain is linked to Substack, it can take up to 36 hours to fully configure. If it's been over 36 hours, there may be an issue in the configuration.

Once verification is complete, your publication will be available at your custom domain.

What Domain Should You Buy?

Keep it simple.

Good examples:

• yourpublication.com

• yourname.com

• yourbrand.com

Avoid:

• Long phrases

• Unnecessary words

• Complicated spellings

• Multiple hyphens

→ A good domain should be easy to remember.

→ A great domain should be easy to repeat.

If someone hears it once in a conversation, on a podcast, or in a Note, they should know exactly how to type it.

That’s usually a sign you’ve chosen well.

My Recommendation

For most creators, the order should look like this:

Step 1:

Build the publication.

Step 2:

Publish consistently.

Step 3:

Validate the idea.

Step 4:

Upgrade to a custom domain when you’re ready.

Too many people reverse the process.

They spend weeks perfecting the packaging before they’ve proven the publication.

Don’t do that.

The domain isn’t the publication.

The publication is the publication.

• The ideas.

• The content.

• The trust.

• The relationship with your readers.

A custom domain can make those things look more professional.

It cannot create them.

Final Thoughts: If You’re Stuck Right Now

A custom domain is a strong branding move and for most creators, there’s very little downside.

But remember:

→ A custom domain won’t make an unclear publication clear.

→ It won’t fix weak positioning.

→ It won’t replace publishing.

If you have to choose between spending an hour publishing an article or spending an hour tweaking your branding, choose publishing.

Every time because readers subscribe to valuable publications.

Not DNS settings.

Build the foundation first.

Then improve the packaging.

That’s how you build your Substack the right way from day one.

If you’re building your Substack and want more clear, foundational breakdowns like this, subscribe and follow along.

Unstuck to Published exists to help you build correctly from day one, with structure.

Thank you so much for being here. I truly appreciate you.

— Jessica

Move first. Refine second. Publish with structure.

Join The Collective

Book a 1:1 Session with Jess to build your publication together →

Recent Articles👩🏻‍💻

Share

Subscribe now

Leave a comment

The response surprised me.

Not because people were interested in investing, but because people recognized themselves in the invisible phase.

One reader told me they saved the article for later.

Not because they needed it today, but because they knew those feelings would eventually return.

• The doubt.

• The uncertainty.

• The temptation to wonder:

  • “Is this actually working?”

That comment stuck with me because every creator eventually reaches a point where the excitement of starting wears off and the results haven’t arrived yet.

That’s the invisible phase.

The stretch of time where effort goes in and very little seems to come back.

And if you’re not careful, you’ll mistake invisible progress for no progress.

That’s why I wanted to write this article.

Not about growth, not about algorithms, and not about subscriber counts.

About survival because most creators don’t quit because they lack information.

They quit because they lose belief before the results become visible.

Subscribe now

The Psychology of The Invisible Phase

The invisible phase feels difficult because it works against how humans are wired.

We like immediate feedback.

Immediate rewards and immediate proof.

• You touch a hot stove and you get instant feedback.

• You go to the gym and you eventually see physical changes.

You publish an article?

Sometimes the reward arrives months later.

That’s a difficult relationship for the brain to maintain.

Psychologists sometimes refer to this as delayed reinforcement.

The longer the gap between effort and reward, the harder it becomes to stay motivated.

Publishing is filled with delayed reinforcement.

You write today.

The opportunity arrives six months later.

You publish this month.

The subscriber joins next year.

You share an idea.

Someone remembers it long after you’ve forgotten you wrote it.

The problem is that while those things are happening, your brain is asking:

“Is this worth continuing?”

That’s where most people leave.

Not because the process is broken, but because the feedback is delayed.

🔒 Paid subscribers continue reading below.

Understanding the invisible phase is helpful.

Surviving it is what changes everything.

Below, I’m sharing the six-part framework I use to evaluate progress, stay consistent, and keep publishing when the results haven’t arrived yet.

Read more

One was about money.

The other was about words.

One lived in brokerage accounts.

The other lived in drafts and newsletters.

Then I noticed something strange.

New investors and new writers make the exact same mistakes.

• They check the numbers too often.

• They expect results too quickly.

• They switch strategies before giving one enough time to work.

And most importantly:

They quit during the phase when compounding is happening, but remains invisible.

That’s the compounding nobody talks about.

Subscribe now

Most people understand compounding in theory.

• Invest a little money consistently.

• Wait long enough.

• Watch it grow.

What fewer people realize is that compounding exists almost everywhere.

• Skills compound.

• Trust compounds.

• Relationships compound.

• Reputation compounds.

• Writing compounds.

• Publishing compounds.

The problem is that compounding is invisible at first.

And humans are terrible at believing in things they can’t yet see.

I remember publishing articles I was convinced would take off.

I was just about done with my article and I finally got it done last minute and published it.

I was thinking to myself “This is it. This is the article that’s going to make me famous!”

What happened next?

Almost nothing.

A handful of views and maybe a comment.

Maybe less than I expected.

I’d refresh the dashboard far more times than I’d like to admit.

Not because I needed the numbers, but because I wanted proof.

• Proof that someone was reading.

• Proof that the effort mattered.

• Proof that I wasn’t talking to myself.

Around the same time, I was learning how to invest and trade stocks and I noticed something uncomfortable.

I was reacting to both the same way.

• When a stock didn’t move, I questioned the strategy.

• When an article didn’t perform, I questioned the publication.

• When results weren’t immediate, I assumed something was wrong.

However, uncertainty isn’t evidence that the process is broken.

It’s often evidence that the process is still working.

Just not on your timeline.

Most people never experience compounding.

Not because it doesn’t work, but because they leave before it arrives.

The Four Stages of Compounding

Whether you’re building wealth or building an audience, the pattern is remarkably similar.

Stage 1: Effort Without Results

This is where most people begin.

• You publish.

• You invest.

• You show up.

Nothing happens, or at least nothing visible happens.

This stage feels unfair because effort and results seem completely disconnected.

→ The writer wonders if anyone cares.

→ The investor wonders if anything is growing.

Both are doing the right things.

Neither receives much evidence.

This is where most people quit.

Stage 2: Effort With Tiny Results

Now there are signs of life.

• A few subscribers.

• A few comments.

• A small increase in your portfolio.

• Tiny signals that suggest something might be working.

The problem?

The results still feel too small to justify the effort.

You’re working hard for what appears to be very little return, but something important is happening.

• Trust is growing.

• Skills are improving.

• Systems are forming.

• Compounding has started.

You just can’t see much of it yet.

Stage 3: Acceleration

This is the stage everyone wants.

• Growth becomes noticeable.

• Subscribers arrive faster.

• Opportunities appear.

• The portfolio begins producing results that feel meaningful.

→ From the outside, it looks sudden.

→ From the inside, it feels earned.

Because you remember the months—or years—when nothing appeared to happen.

The acceleration wasn’t sudden.

The visibility was.

Stage 4: Apparent Luck

This is where people start saying things like:

• “You’re lucky.”

• “Your newsletter took off.”

• “You found the right audience.”

• “Your investments worked out.”

What they don’t see are the years spent showing up before anyone was paying attention.

They see the outcome.

Not the accumulation, not the compounding, and not the invisible work.

The Invisible Phase

The hardest part of publishing isn’t writing.

It’s surviving the invisible phase.

The stretch of time where effort goes in and little comes back.

• Where you’re asked to believe before there’s evidence.

• Where you’re required to continue without certainty.

This is where psychology matters more than tactics because most people don’t quit due to a lack of information.

They quit because they misinterpret silence.

They assume silence means failure.

It doesn’t.

Silence often means you’re earlier than you think.

When I first started writing on Substack, some of my articles got slim to no likes, none.

However, I didn’t care much because I knew you had to write online consistently for 1-2 years so you can prove to yourself that you are a writer that can be taken seriously and be consistent.

So that’s what I did. I made a commitment to myself to publish once week, on Sundays and followed the plan.

I enjoyed it because I like writing and it comes natural to me, and I know an article I wrote two years ago that got no likes, still has the potential to be seen and found by others while I’m alive and when I’m gone.

• Maybe it was an article that eventually found readers.

• Maybe it was a publication that took months before momentum appeared.

• Maybe it was a paid subscriber who arrived long after you wondered whether any of this was working.

Whatever it is, this is where the article becomes yours.

The Real Job

For a long time, I thought my job was to write better.

Now I think my job is something different.

My job is to stay in the game.

• To keep publishing.

• To keep learning.

• To keep showing up long enough for trust to compound.

Because the hardest part isn’t writing.

The hardest part is continuing when the results haven’t arrived yet.

→ The market taught me that wealth belongs to people who can stay invested through uncertainty.

→ Publishing taught me that visibility belongs to people who can stay visible through uncertainty.

The lesson was the same.

If You’re Stuck Right Now

Patience isn’t passive.

• It’s active endurance.

• It’s continuing when the rewards haven’t arrived yet.

• It’s believing in the process before the process rewards you.

→ The market teaches patience.

→ Publishing tests patience.

→ Compounding rewards patience.

And maybe that’s the real goal.

Not becoming a better writer and building a bigger audience.

Not chasing the next milestone, but becoming the kind of person who can keep going when the evidence isn’t there yet because most people never experience compounding.

Not because it doesn’t work, but because they leave before it arrives.

What stage of compounding are you in right now?

Thank you so much for being here. I truly appreciate you.

— Jessica

Move first. Refine second. Publish with structure.

Leave a comment

Recent Articles👩🏻‍💻

Share

Subscribe now

One of the biggest mistakes I see creators make on Substack is trying to do everything themselves.

→ They write alone.

→ Publish alone.

→ Promote alone.

→ Grow alone.

And then wonder why growth feels slow.

In this week’s live, from Finding Your Edge and I discussed something I believe is one of the most overlooked growth strategies on the platform:

Collaboration.

Not because it’s trendy and not because everyone else is doing it, but because it works.

Collaboration Creates Leverage

One of the biggest benefits of collaboration is that you’re no longer relying only on your own audience.

When you collaborate with another creator:

• You’re introduced to a new audience.

• You borrow trust.

• You increase visibility.

• You create more opportunities.

As I shared during the live, you can try to grow alone or you can grow together and often much faster.

The key is making it easy for someone to say yes.

Don’t just send a message saying:

“Want to collaborate?”

→ Show them the idea.

→ Show them the overlap.

→ Show them the benefit.

Have a plan.

One Piece of Content Can Become Many

Another topic we discussed was repurposing content.

Most creators spend hours creating something and then promote it once.

Then move on.

However every article.

→ Every live.

→ Every interview.

→ Every collaboration.

Is an asset.

One live can become:

• An article

• Several Notes

• Multiple clips

• A cross-post

• Future collaborations

• Content for weeks

The goal isn’t creating more content.

The goal is getting more value from the content you’ve already created.

Why I Love Cross-Posting

Cross-posting might be one of the most underrated features on Substack.

→ Instead of duplicating content, one creator publishes the original piece while the other creator cross-posts it to their audience with additional context.

This creates:

• More reach

• More visibility

• Less duplicated work

• Stronger partnerships

And most importantly:

It helps readers discover creators they may never have found otherwise.

Community Matters

We also talked about a feature I recently launched inside Unstuck to Published:

→ The Community Chat.

I created it because I wanted paid subscribers to have a central place to:

• Ask questions

• Get support

• Share their work

• Connect with other likeminded creators and writers

The reality is that building a publication can feel lonely.

Community changes that.

→ Sometimes the fastest answer doesn’t come from me.

→ Sometimes another creator in the room already knows the answer.

That’s the power of community.

The Real Lesson

The more time I spend on Substack, the more convinced I become of one thing:

Growth isn’t just about publishing.

It’s about relationships.

• The people you meet.

• The conversations you have.

• The collaborations you create.

• The communities you build.

Every collaboration is a seed.

• Some grow into subscribers.

• Some grow into partnerships.

• Some grow into friendships.

• And some grow into opportunities you never saw coming. ←

Watch the replay above as Robyn and I discuss collaboration, cross-posting, Notes, community building, and some of the strategies we’re actively using to grow on Substack.

In This Replay

Robyn Levin from Finding Your Edge and I discuss:

✓ How to find collaboration partners on Substack.

✓ Why collaborations help creators grow faster.

✓ The difference between restacking, quoting, and cross-posting.

✓ How to turn one article or live into multiple pieces of content.

✓ Why Notes are one of the most powerful discovery tools on Substack.

✓ How I recently launched the Unstuck to Published community chat.

✓ The role community plays in long-term publication growth.

✓ Practical ways to increase visibility without publishing more articles.

Whether you’re brand new to Substack or trying to grow an existing publication, you’ll walk away with several ideas you can implement immediately.

Resources From This Conversation

If today’s conversation sparked ideas about visibility, storytelling, collaboration, community, or promoting your own work, here are a few resources worth exploring:

Follow Robyn Levin at Finding Your Edge →

If you’re interested in building your brand story, using PR strategically, or learning how to position yourself as an expert in your field, I highly recommend following Robyn Levin’s publication.

Finding Your Edge

Helping growing entrepreneurs increase visibility and get featured in Forbes, WSJ, Inc. and more through strategic storytelling and AI search.

By Robyn Levin

Book a 1:1 Session with Jess to build your publication together →

Join Jess’s From Unstuck to Published live workshop tomorrow, Saturday June 13th at 10am ET →

Reserve Your Seat here

The Ultimate Playbook for Going Live on Substack →

Cross-Posting Article →

If You’re Getting Ready to Open Your Paid Tier →

Thank You

Thank you so much for everyone who tuned into this live, your presence is truly appreciated, and to the people who are watching the replay, thank you!

See you next Friday at 12pm ET for our weekly show, stay tuned!

-Jess, The Creator & Robyn Levin

Share

Subscribe now

Join Live Workshop Here!!

They think they need:

• More subscribers

• More Notes

• More recommendations

• More articles

• More visibility

Sometimes that’s true.

Most of the time, it isn’t.

Most creators don’t have a growth problem.

They have a clarity problem.

→ A positioning problem.

→ A conversion problem.

→ A foundation problem.

Every week, I review Substack publications from creators who feel stuck.

→ Some have been publishing for months.

→ Some haven’t launched yet.

→ Some have hundreds of subscribers.

→ Others have fewer than ten.

Regardless of where they are in the journey, I find myself asking the same questions:

→ Can a reader understand this publication quickly?

→ Can they tell who it’s for?

→ Can they tell why it exists?

→ Can they tell why they should subscribe?

The creators who grow the fastest aren’t always the best writers.

They’re often the clearest.

Inside this article, I’m sharing the exact audit framework I use when reviewing client publications before launch.

→ Open your publication in another tab.

→ Work through each section honestly.

→ And pay attention to the areas where you hesitate.

Those are usually the places creating the most friction.

Subscribe now

Read more

Most creators think the gap between free and paid subscribers is solved by growth.

• More subscribers.

• More traffic.

• More visibility.

However, I’ve seen creators get their first paid subscriber with fewer than 100 readers.

And I’ve seen creators with hundreds or even thousands of subscribers struggle to convert anyone.

The difference is rarely audience size.

It’s clarity.

When readers understand exactly what your publication is, who it’s for, and what changes when they upgrade, paid momentum becomes much easier to create.

Most people focus on getting more people into the room.

Very few stop to ask whether the room makes sense once people arrive.

Subscribe now

David’s thoughts:

That’s not a growth problem. That’s a momentum problem.

Growth and momentum aren’t the same thing.

→ Growth is a metric.

→ Momentum is what happens when your readers start showing up for you (replying, sharing, upgrading) because they feel like you’re writing directly to them.

This article is about the gap between the two and the three drivers that close it.

writes ENG Sales, a newsletter that helps technical founders build revenue systems from the ground up.

He’ll show you what getting the momentum foundation right looks like.

Then, I’ll connect it to the engagement system that turns readers into paid subscribers.

Getting Your Publication Live & Paid

One of the biggest mistakes I see new Substack creators make is waiting too long to think about monetization.

They tell themselves:

“I’ll figure out paid later.”

• First they’ll grow.

• Then they’ll publish consistently.

• Then they’ll build an audience.

• And eventually, they’ll turn on paid subscriptions.

The problem is that approach often creates a publication with readers, but no clear path forward.

I’ve started thinking about this differently.

Instead of asking:

“How do I get my first 1,000 subscribers?”

I think creators should ask:

“What would make subscriber #1 pay?”

That question changes everything.

Why? Because now you’re forced to think about:

• The outcome your publication delivers. ←

• The offer behind it. ←

• The difference between free and paid. ←

• Why someone would upgrade in the first place. ←

A paid subscriber isn’t just revenue.

It’s proof.

• Proof that someone understands what you’re building. ←

• Proof that your offer makes sense. ←

• Proof that your publication points somewhere. ←

The creators who build paid momentum fastest are often the ones who establish that foundation early.

Not because they’re trying to maximize revenue immediately, but because clarity compounds.

The Broadcast Trap

Most Substack creators are publishing. Very few are connecting.

The default mode looks like this: write the post, hit publish, share it to Notes, check the open rate, repeat.

It feels productive. It isn’t compounding.

David did this for nearly a year with ENG Sales.

• Broadcasting to his list like he was sending a company memo.

• Writing for the feed, not for a person.

• The posts were solid (at least some were 😂).

• The replies were almost zero.

• Readers were opening, but nobody was talking back.

Then he made one change.

David stopped writing for everyone and started writing for one person.

For him, that’s the technical founder who defaulted into the head of sales.

Someone who’s growing a product they believe in, but hates the idea of “selling.”

David started writing like he was sitting across from that person at a coffee shop. He just wanted them to understand that selling is really just, “Problem solving with another human.”

The shift was gradual.

• Readers who used to open and scroll started replying.

• Then they started reaching out between issues, asking me for help.

That only happens when someone feels like you wrote it specifically for them.

Broadcasting optimizes for impressions. Connection creates momentum.

Broadcasting is one-way.

There’s no conversation started and without conversation, you have an audience—but not momentum.

That’s when I realized there were 3 drivers that helped me start more conversations.

The 3 Drivers That Create Paid Momentum

Momentum isn’t accidental.

It’s the result of three things happening consistently in your content.

Each one adds force to the relationship between you and your reader.

Skip one and the system leaks.

Driver 1 — Problem Insight

Every article should open with your reader’s problem.

The difference is subtle, but it changes everything.

→ Leading with content says “here’s what I made.”

→ Leading with problem insight says “here’s what you’re dealing with and I’ve been there too.”

That second framing is what makes a reader feel found.

Readers who feel found build trust and trust is why they buy.

Before you write your next issue, ask yourself one question:

“What is my reader struggling with right now, this week, in their specific situation?”

Start there and build the content around the answer.

For example:

“How to Start a Substack in 2026.”

→ That’s content-first.

Compare that to:

“You’ve spent three weeks thinking about starting a Substack, changed your niche twice, opened 17 tabs about monetization, and still haven’t published a single post.”

→ That’s the problem insight.

The second version immediately helps the reader feel seen.

They recognize themselves in the problem before you ever give them the solution.

And when readers feel understood, they’re far more likely to keep reading, subscribe, reply, and eventually buy.

Driver 2 — Personal Story

Data convinces. Story connects.

Your readers can find frameworks and tactics anywhere.

What they can’t find anywhere else is your specific experience: the moment something clicked, the mistake that cost you, or the thing you tried that nobody told you would work.

One specific moment does more work than three polished insights.

It helps the lesson land.

→ It gives the reader permission to share their own moment in reply.

→ And it reminds them why they subscribed to you and not the hundred other newsletters covering the same topic.

The story doesn’t need to be dramatic. It needs to be real.

The more specific the detail, the more universal the resonance.

Driver 3 — The Direct Ask

This is the driver most creators skip. It’s also the one that closes the loop.

Every issue ends with one question.

Not “let me know what you think.”

A specific, low-friction question that invites the reader to locate themselves in the problem.

→ “What’s the one thing you’re still stuck on right now?”

One invitation. No pressure. Just welcoming conversation.

What comes back is more valuable than any open rate metric.

When a reader tells you what they’re stuck on, they’re handing you your next piece of content, your next offer, and the exact language your paid tier should use to convert them.

The direct ask is how broadcasting becomes conversation.

And conversation is where paid momentum starts.

This is the same work David does with technical founders on the sales side.

• Driver 1 is defining the problem you solve, clearly enough that a buyer recognizes themselves in it immediately.

• Driver 2 is proving you’ve lived it, not just studied it.

  • Said another way, “what outcomes will you deliver and what outcomes have you delivered for others.”

• Driver 3 is creating the conversation that moves them from interested to committed.

The mechanics are identical whether you’re converting a B2B buyer or a Substack reader.

You’re solving a problem for a human. The platform changes. The pattern doesn’t.

Jess’ Thoughts:

One thing I’ve learned building on Substack is that paid momentum doesn’t start when someone upgrades.

It starts long before that.

It starts when a reader feels understood.

• When the publication feels clear.

• When the offer feels relevant.

• When the creator consistently shows up.

By the time someone clicks “upgrade,” they’re usually not making a spontaneous decision.

They’re responding to weeks or months of trust being built.

That’s why momentum matters so much.

Growth gets people in the door.

Momentum gives them a reason to stay.

Action Step

Don’t wait for your next publish date.

This week, open your Substack subscriber list and find your five most engaged readers—the ones who’ve replied before, clicked consistently, or stuck around the longest.

Send each one a direct message with one question:

“What’s the thing you’re still stuck on with your Substack right now?”

Five messages. ←

Five conversations started. ←

That’s how momentum begins—not with a campaign. With a question.

Thank you so much for being here. I truly appreciate you.

— Jessica

Move first. Refine second. Publish with structure.

Leave a comment

About Jess, The Creator

Jess helps creators stop overthinking and start publishing on Substack with clarity, structure, and a clear path to monetization.

Through Unstuck to Published, she teaches creators how to build a publication people understand, subscribe to, and pay for.

If you’re stuck between having an idea and launching a publication, that’s exactly what she helps people solve.

Explore Unstuck to Published →

Unstuck to Published

Turn your Substack from an idea into a live, paid publication—in 60 minutes, without guessing what to do next.

By Jess, The Creator

About David at ENG Sales

David helps technical founders build revenue systems that create predictable growth without feeling like traditional sales.

Through ENG Sales, he breaks down customer conversations, sales systems, and revenue generation for founders who’d rather build products than sell them.

When you subscribe, you’ll receive his Revenue Flywheel Scorecard to help identify the biggest gaps in your current revenue process.

Explore ENG Sales →

ENG Sales

Eng Sales is a weekly sales system converastion for technical-founders & small B2B leaders who are still closing deals themselves. I’ve done this work and built sales teams. Now I’m sharing my experiences for people who are still their own 1st sale rep.

By David Roy

Recent Articles👩🏻‍💻

Share

Subscribe now

• More articles.

• More Notes.

• More strategy.

• More everything.

And sure, consistency matters, but after building on Substack, studying successful publications, and listening to what best-selling creators actually do, I don’t think “write more” is the full answer.

The creators growing fastest aren’t s…

Read more

Today, that same person has become a client, a collaborator, a friend, and the creator of two growing Substack publications.

→ We’ve gone live from Europe.

→ We’ve built two publications together.

→ We’ve spent hours refining audience, positioning, branding, and strategy.

And it all started because I decided to answer a comment from someone who needed help.

This is the story of , Finding Your Edge, Rare Finds - Luxury Travel, and what actually happens behind the scenes when a publication starts becoming something real.

Subscribe now

This Started in The Comments

This all started in March.

At the time, I had only been running Unstuck to Published for about a month.

I was preparing for Round 3 of my From Unstuck to Published Workshop, which was scheduled for March 21st.

Like many creators, I was doing what I now teach people to do:

• I was showing up.

• I was publishing.

• I was answering questions.

• And I was looking for the people who were already looking for me.

On a Sunday evening, I posted a Note that said:

“I’ve built 10 publications and 3 became Substack best-sellers. Ask me anything! I’m here to help.”

The Note kept getting engagement into Monday afternoon, so I stayed in the comments answering questions from people who were stuck, confused, or trying to figure out how to build their publications.

One person stood out.

Her name was .

The Comment Section Wasn’t Working

Robyn was new to Substack.

She had questions.

I had answers, but somehow, we kept talking past each other.

I could tell she wasn’t totally clear on the difference between a Substack article, a post, and a Note. And because of that, neither one of us was fully getting our point across in the comments.

So I messaged her privately and told her I’d help her in the DMs.

That helped a little, but not enough.

We were still going back and forth, and it was clear this would be much easier to explain out loud.

So I did something I almost never do.

I gave a random woman from Substack my phone number

I basically said:

• Call me.

• FaceTime me.

• Zoom me.

This will be so much easier and faster to explain on the phone.

Robyn called me right away.

And, the rest was history.

The Three-Hour Phone Call

We ended up talking for over three hours.

The time flew.

At first, I was giving her a mini Substack masterclass, but about an hour into the conversation, we realized we both lived in Florida.

Then I found out Robyn had been a competitive figure skater since she was two years old.

That immediately caught my attention because I grew up playing competitive travel ice hockey.

So now we had the Florida connection.

Then, we had the ice connection.

And then the story got even crazier.

Robyn told me that back in the 1990s, she bought an abandoned ice hockey rink in South Florida called Light House Point, which she renamed to Gold Coast Ice Arena, which was renamed again to Glacier Ice Arena five years later after she sold it.

At that point, I was freaking out because I realized I had just met the woman who bought the abandoned hockey rink in South Florida.

I was young at the time, so I barely remembered the details, but I knew my dad would know exactly who she was.

In her early thirties, Robyn bought the abandoned rink, turned it into an NHL training facility for the Florida Panthers, and then flipped it five years later.

So now I’m sitting there thinking:

Wait.

I thought I was helping her with Substack, but I just accidentally met a superstar.

Finding Your Edge

The first publication we worked on was Robyn’s Substack called Finding Your Edge.

We started with the foundation:

• Her profile bio.

• Her publication positioning.

• Her publication short description.

• A clear one-liner.

• Who she helps.

• What makes her different.

Together, we landed on this one-liner:

“Helping growing entrepreneurs increase visibility and get featured in Forbes, WSJ, Inc. and more through strategic storytelling and AI search.”

Finding Your Edge

Helping growing entrepreneurs increase visibility and get featured in Forbes, WSJ, Inc. and more through strategic storytelling and AI search.

By Robyn Levin

And then it hit me.

Robyn helps growing entrepreneurs.

• She helps people increase visibility.

• She helps people get featured in places like Forbes, The Wall Street Journal, Inc., and more.

And I’m sitting there thinking:

Wait a second.

I’m growing.

I’m technically doing this entrepreneurial thing.

This woman can probably help me way more than I can help her press buttons on Substack.

That was the moment the relationship shifted.

It was no longer just “Jessica helping Robyn with Substack.”

It became:

• Robyn has expertise I need.

• I have expertise she needs.

• And we both started helping each other!!

That’s when the collaboration really began.

March 21: Workshop Day

On March 21st, Robyn attended my From Unstuck to Published Workshop.

From there, we decided to keep working together.

Not as a one-time thing.

As collaborators and as creators.

As two people building in public and figuring out what this could become.

April: The Substack Lives Begin

Here’s the funny part.

Before Robyn, I hated going live.

I had no intention of doing regular livestreams.

• I liked writing.

• I liked building.

• I liked helping people behind the scenes.

But going live?

No thank you.

When Robyn suggested we go live, I was like:

“Live? Me??”

Robyn had to push me a bit, but I just showed up even though I wasn’t embracing video, yet!

That’s when Robyn and me decided to do it.

On April 3rd, we went live on Substack for the first time.

And then we decided to turn it into a regular Friday show called:

Unstuck to Finding Your Edge

Here’s the timeline:

→ April 3: First Substack Live together
→ April 10: Creating Your First Paid Offer
→ April 17: Getting Your Brand Featured
→ May 1: Live from Italy
→ May 11: Live from a Floating Houseboat in Croatia
→ May 18: Travel Tips When Things Go Wrong
→ May 22: Live to promote my Nurse in the Market stock market workshop

What started as a random comment became a recurring show.

• A collaboration.

• An exclusive content series.

• A case study.

• A relationship.

And honestly, a reminder that you never know where one conversation can lead.

Then Europe Happened

While all of this was unfolding, Robyn spent 22 days traveling through Europe.

→ She went to a conference in the UK.

→ She spent two nights in Costa Brava, Spain, where she was invited to experience a five-star adults-only beach retreat.

→ Then she went to Lake Maggiore and Lake Garda in Italy.

→ Then Croatia.

And while she was traveling, we kept going live.

At one point, we went live while Robyn was on a floating houseboat hotel in Split, Croatia.

• Tiny gangplank.

• Private deck!!

• Jacuzzi.

• Storms!!

• Lost luggage stories!!

• Luxury travel.

Real-time content.

It was the kind of thing you can’t manufacture in a content calendar.

And that’s when Rare Finds started to make even more sense.

Rare Finds - Luxury Travel

Luxury travel discoveries for people who want exceptional hotels, insider access, and destinations before they become mainstream

By Robyn Levin

Enter Rare Finds Luxury Travel

Once Robyn came home, we shifted our attention to her second publication:

Rare Finds - Luxury Travel

This wasn’t a quick tweak.

This was a full foundation refinement.

We started from the bottom:

• Publication name and publication logo.

• Audience.

• Publication short description.

• About Page.

• Testimonials.

• About page banner and email header and footer.

• Branding.

• Welcome page and recommendations.

• Paid subscription strategy.

• Substack collaboration opportunities and cross-posting.

This is the part I want paid subscribers to really pay attention to because most people think building a publication means picking a name and writing posts.

It doesn’t.

Building a publication means making decisions…over and over again.

• Who is this for?

• What problem does it solve?

• Why should someone care?

• What makes this different?

• What should be free?

• What should be paid?

• What should wait?

• What should be simplified?

• What should be removed?

That’s the real work.

My 1:1 Build Session with Robyn For Rare Finds

Step 1: Clarifying The Name

Robyn’s travel publication had the essence already, but we needed to clean up the presentation and make the name feel clear, elevated, and aligned with the audience.

We refined the name to:

Rare Finds - Luxury Travel

This immediately made the publication easier to understand.

It tells readers:

→ This is travel.

→ This is elevated.

→ This is curated.

→ This is about finding something special.

Step 2: Refining The Publication Short Description

Then, we worked on the publication description.

We wanted it to feel specific, polished, and clear without sounding generic.

We landed on:

“Rare Finds Luxury Travel uncovers extraordinary hotels and under-the-radar destinations, personally vetted by Robyn, a six-continent traveler.”

Then we refined it even further into a more active, reader-friendly version:

“Follow Robyn’s adventures uncovering extraordinary hotels, meeting the people behind them, and discovering places before the crowds.”

Then Robyn refined it once more to make it more tailored to her:

“Luxury travel discoveries for people who want exceptional hotels, insider access, and destinations before they become mainstream.”

That line matters because it gives the reader movement.

It tells them what they’re following.

Not just luxury travel.

→ Adventures, hotels, people and places before the crowds.

That’s the difference between a generic travel newsletter and a publication with a point of view.

Step 3: Defining The Audience

Robyn’s audience has multiple layers.

She’s speaking to:

• Seasoned travelers.

• Solo travelers over 50.

• Luxury travelers.

• People who want under-the-radar destinations.

• Travel brands that want more visibility with this audience.

At first, this can feel like too much; however, it actually makes sense once you understand the structure.

→ The publication can serve the traveler.

→ The business can serve the travel brand.

That distinction matters.

Rare Finds can attract readers who love luxury travel and unique experiences.

Then Robyn’s deeper media, visibility, and storytelling expertise can also support travel brands trying to reach that same audience.

That is how one publication can become an ecosystem.

Step 4: Creating The Publication Logo

Then we worked on the visual identity.

I created a new logo concept in Canva using a vintage hotel key.

I brought it to life — live, while patiently refining it to Robyn’s creative direction.

This worked because the symbol immediately communicated:

• Travel

• Hotels

• Discovery

• Nostalgia

• Luxury

• Access

A good logo doesn’t need to explain everything.

It just needs to feel aligned.

The vintage hotel key made Rare Finds feel more editorial, more elevated, and more connected to boutique hospitality.

Step 5: Pausing Paid Subscriptions

One of the most important decisions we made was to pause paid subscriptions for now.

This might surprise people because I teach people how to build paid publications, but not every publication needs to monetize immediately.

For Rare Finds, the smarter move right now is to grow the subscriber base, build trust, refine the content, and strengthen the publication identity first.

Paid can come later.

The foundation has to come first.

This is something I wish more creators understood.

Monetization works better when people know what they are paying for. When there is a simple, clear offer.

Step 6: Strengthening The About Page

Then we worked on the About Page.

The goal was to make it clear:

• Who Robyn is.

• Why she is credible.

• What Rare Finds is.

• Who it is for.

• Why readers should subscribe.

• What makes her travel perspective different.

Robyn isn’t just someone who likes hotels.

• She is a six-continent traveler.

• She has real luxury travel experience.

• She has media experience.

• She has storytelling experience.

• She knows how to find places before they become obvious.

• She’s simply a GOAT!!

That credibility needed to come forward.

Step 7: Adding Testimonials

We also discussed testimonials, but not generic testimonials that sound fake.

I suggested using screenshots of real emails and real messages so the social proof feels authentic because readers can sense when something is overly polished.

Actual screenshots make the praise feel real, especially for a publication like Rare Finds, where trust matters.

If someone is going to follow your travel recommendations, they need to trust your taste.

Step 8: Cleaning Up The Visuals

We also discussed:

• Adding a new banner.

• Making the banner match the logo.

• Adding dividers between sections.

• Creating a cleaner email header.

• Creating a stronger email footer.

• Making the brand feel consistent across platforms.

These details matter.

Not because everything needs to be perfect, but because a luxury travel publication needs to feel intentional.

If the publication is about curated travel, the publication itself needs to feel curated too.

Step 9: Thinking About Recommendations & Collaboration

We also talked about Substack recommendations and collaborations.

This is one of the most underrated growth tools on Substack.

I shared with Robyn that recommendations have brought me over 2,100 subscribers.

That is not a small thing.

So part of the strategy for Rare Finds isn’t just publishing in isolation.

It is building through:

• Recommendations

• Cross-posts

• Live videos

• Collaborations

• Relationship-building

• Visibility

That is exactly how this whole relationship started in the first place.

Through visibility, through one comment, and through one conversation.

Step 10: Cross-Posting The Live

We also planned to cross-post the live from the houseboat in Split, Croatia, but the important lesson here is specificity.

Instead of saying:

“We went live from Croatia.”

We want to say:

“We went live from a floating houseboat hotel in Split, Croatia.”

Even better:

“We went live from Oasis, a floating houseboat hotel in Split, Croatia.”

Specificity creates curiosity, it makes the story feel real, and it’s what turns content from forgettable to memorable.

Step 11: The Most Fun Part!! Making AI Thumbnails for Rare Finds!!

Last, we generated AI images for Robyn and Rare Finds.

Making AI thumbnails is always a fun time!

What This Case Study Shows

This is why I wanted to showcase Robyn inside Unstuck to Published because this is what building actually looks like.

It’s not always linear, it’s not always clean, and it’s not always obvious from day one.

• Sometimes you start with one publication and realize there is another one underneath it.

• Sometimes you think you are helping someone and realize they can help you too.

• Sometimes a client becomes a collaborator.

• Sometimes a comment becomes a three-hour phone call.

• Sometimes a phone call becomes a livestream series.

Sometimes a livestream from Croatia becomes the clearest example of what a publication can become.

The Bigger Lesson

The biggest lesson from this experience wasn’t about logos, audience strategy, or Substack settings.

It was about being willing to start the conversation.

• One comment led to a phone call.

• One phone call led to a collaboration.

• One collaboration led to two publications, multiple livestreams, and a friendship I never expected.

Most opportunities don’t arrive looking like opportunities.

• Sometimes they show up as a comment from a stranger asking a question.

• Sometimes they show up in a confusing DM thread.

• Sometimes they show up as a woman from Florida who used to figure skate, bought an abandoned hockey rink, built something incredible, and then somehow found her way into your Substack comments.

And sometimes saying,

“Call me,”

changes everything.

That’s the real magic of building on Substack.

Not just publishing.

Connecting and staying open long enough to see where the conversation goes.

Where To See Jess & Robyn Next

and I are going live on Substack this Friday, June 5th at 12 PM ET to discuss how to use public relations (PR) to promote your workshop or product, see you there!!

Thank you for being here. I truly appreciate you.

— Jessica

Move first. Refine second. Publish with structure.

Build With Me

You can follow Robyn’s work here →

Rare Finds - Luxury Travel

Luxury travel discoveries for people who want exceptional hotels, insider access, and destinations before they become mainstream

By Robyn Levin

Finding Your Edge

Helping growing entrepreneurs increase visibility and get featured in Forbes, WSJ, Inc. and more through strategic storytelling and AI search.

By Robyn Levin