Avsnitt
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Only 3% of Substack writers have a clear strategy for growth.
Most of us wing it, hoping that good content will magically attract readers.
But the truth is, consistency is key. It's not about writing the perfect essay or pouring your heart out. It's about showing up, day after day, with value that resonates.
The question is, what's your plan for the next 30 days?
Discover how I cracked the code to Substack growth with a revolutionary new tool - Substackulous. Ditch the struggle and unlock your full potential.
Get ready to transform your Substack in just 30 days!
Substackulous is launching in March.
Which is your favorite functionality yet? (or what else you would like to have)
You have a friend who would also benefit from this? Share this post with them today.
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit howwegrowtoday.substack.com/subscribe -
Most people make offers that get ignored.
They drop a link and hope.They slap a price on something and pray.They assume people will just know why it’s worth it.
That’s why they don’t sell.
Here’s how I make an irresistible offer:
I stack the value.
I don’t sell a newsletter. I sell results.
✅ Growth challenges that get you more subscribers.
✅ Live workshops with step-by-step guidance.
✅ A community that helps you grow faster.
I remove the risk.
No one wants to waste money. So I make it a no-brainer.
📌 "Join, get massive value, or unsubscribe. No hard feelings."
I make the deal too good to pass up.
💡 “One strategy from this newsletter can make you thousands.”
💡 “Join today, and you get access to $2,500+ in marketing tools.”
💡 “Founding members? Lifetime access, no renewals. Ever.”
Most people just say, ‘Subscribe to my paid newsletter.’
And wonder why no one does.
Make your offer so good, people feel stupid saying no.
That’s how you win.
Thank you Trevor Casper, Tim Fortier, Jane Bertch, Aneta, Anjali Krishnakumar, and to the 354 people tuning into my live video!
Want more hands on insights? Check these 2 webinars (free access for all How We Grow members):
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Saknas det avsnitt?
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Here’s What No One’s Telling You.
Ever wonder why some creators effortlessly turn followers into paying members—while others, despite posting consistently, never break past free subscribers?
I did. So, I went deep.
After months of testing, tweaking, and analyzing hundreds of successful monetization strategies across newsletters, YouTube, and online courses, I found something shocking:
The creators who successfully convert followers into paying subscribers don’t have the best content.
They don’t post the most often.
They don’t even have the biggest audiences.
They just understand something about human nature that others don’t.
And today, I’m pulling back the curtain on what actually makes people pay for content.
The Myth That’s Keeping You Stuck
Most creators believe if they just keep giving insane value for free, people will feel compelled to pay them.
Wrong.
Here’s the truth: Your audience will NEVER upgrade unless you create a clear reason why they should.
Think about it:
* Your free readers aren’t sitting around thinking,
“Wow, this person gives so much away. I should really pay them.”
* They’re thinking, “This is great. I’ll keep reading for free.”
❌ The mistake most creators make: They assume their best free content will automatically convert people into buyers.
✅ What actually works: Creating tension—a clear, emotional, and logical reason why free content alone isn’t enough.
The 3 Psychological Triggers That Make People Upgrade
If you don’t use these, your free subscribers will stay free forever.
1️⃣ The ‘Oh Sh*t’ Moment
People don’t pay for content.They pay for realizations.
💡 Your job isn’t to inform. It’s to shift their mindset.
🛑 Wrong: “I teach newsletter growth.”✅ Right: “Most people think more content = more subscribers. But here’s what they’re missing: The fastest-growing newsletters are posting LESS frequently, not more.”
How to use this today:
→ In your next post, don’t just give value. Create a moment where your reader realizes they’ve been doing something wrong.
2️⃣ The “What You’re Missing” Effect
Free readers feel like they’re getting everything they need—until you show them what they DON’T have.
How to make them feel the gap:
❌ Bad CTA: “Upgrade to paid for more.”✅ Good CTA: “This post gave you the strategy. Paid members get the step-by-step execution plan, plus my personal help.”
Example:
📌 “I just outlined the biggest mistakes killing your audience growth. But here’s what I didn’t include—my personal system for fixing them. That’s inside the paid membership.”
3️⃣ The “Regret Not Buying” Strategy
If people don’t feel urgency, they won’t act. Period.
How to make them regret waiting:
* Show them what will happen if they DON’T join today.
* Make them feel the opportunity cost of staying stuck.
Example CTA:
❌ “Join anytime.”
✅ “Every week you wait, you’re losing subscribers who could be paying you. You can figure it out alone, or you can plug into a system that’s already working.”
What Happens When You Get This Right?
When I applied these principles to my own growth system:
✅ 41,000+ subscribers in 5 months✅ Paid memberships exploded✅ $15,000+ in monthly revenue from subscriptions alone
But here’s what matters more:👉 It’s repeatable. Anyone can do it, if they understand the strategy.
Which brings me to this:
Want the Blueprint? Join My Growth System Today.
Inside my paid membership, you’ll get:
✅ The Monthly Growth Challenge – This month: Turn Your Followers into Paying Subscribers
✅ Step-by-Step Workshops worth thousands – Get the full system behind audience growth, monetization, and branding. Some of the latest workshops added that you will get access to:
* How to create an irresistible offer that converts
* Hooks that stop the scroll
* The 3 types of notes that drive growth
* Why your content is not converting and how to fix it
Plus
* 30 days of content calendar and my favourite examples turned into templates
* My personal swipe file of the best performing notes
* and more
✅ Real-Time Feedback – I personally review every week paid members’ offers to help them sell more
✅ Private Q&As + Tools – $2,500+ worth of growth resources
💡 For the next few days, I’m offering 34% off for early members.
👉 Join Now & Get Instant Access.
This is the Moment.
❌ You can keep posting without a plan, just hoping people will eventually pay.
✅ Or you can use proven strategies that make upgrading a no-brainer.
The choice is yours.
BTW, What’s stopping you from converting more followers into paid subscribers? Drop your biggest challenge in the comments. Let’s fix it. 💬
🔥 If this was helpful, restack & share! More creators need to hear this.
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit howwegrowtoday.substack.com/subscribe -
Thank you Florian Martinon, Elle Wolfe, Chris Jenkins, and many others for tuning into my live video! Join me for my next live video in the app.
Join me on my next Live Webinar and learn:
All growth members get access to this webinar and the entire Growth Challenge this month. Join them so you can grow your Substack exponentially too. (Save 27% off on the annual plan for the next 15 subscribers)
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit howwegrowtoday.substack.com/subscribe -
Join me for my next live video in the app
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit howwegrowtoday.substack.com/subscribe -
Join me for my next live video in the app
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit howwegrowtoday.substack.com/subscribe -
If you’ve been following me for a while, you know my thoughts on social media and growth.
For a long time, Notes felt like just another feature. Post something, get some likes, move on. I didn’t see the potential.
But then something changed.
Join now my Notes to Subscribers January Growth Challenge by becoming a paid member and get access to weekly growth webinars, tools, notes boost and our community. Save your spot at 20% off with the annual plan forever and practically access it all at $9/month, paid annually.
Just look at my last 30 days growth as a matter of “proof”
All because of notes like these:
Fast forward to today: 60% of my Substack growth now comes from Notes.
I want the same for You!
Here’s why Notes matter, how I turned them into a growth machine, and my best advice for turning your Notes into subscribers (paid ones, too).
Why I’m All In on Notes
Harsh truth: You don’t own your audience on social media.
* You’re at the mercy of algorithms deciding who sees your content.
* Even with over 33,000 subscribers, only a small fraction of my audience interacts with each post.
* Notes? They’re direct, personal, and designed to build connections.
With Notes, I’ve gained direct access to my readers—people who care enough to subscribe and engage.
Here’s why Notes are my favorite growth tool:
* They build trust. Each Note is a chance to share insights or start conversations.
* They’re quick but impactful. Bite-sized content that gets results.
* They’re perfect for testing ideas. Some of my best-performing posts started as Notes.
Join now my Notes to Subscribers January Growth Challenge by becoming a paid member and get access to weekly growth webinars, tools, notes boost and our community. Save your spot at 20% off with the annual plan forever and practically access it all at $9/month, paid annually.
How I Turned Notes Into a Subscriber Engine
1️⃣ I Changed My ApproachAt first, I treated Notes like social media posts—quick thoughts and random musings.It didn’t work.
Then I shifted to writing Notes with purpose:
* Hooks that make people stop scrolling: “Why isn’t anyone talking about this?”
* Questions that invite engagement: “What’s your biggest challenge with growing a Substack?”
* Controversial takes that spark curiosity: “Most creators are doing this all wrong.”
2️⃣ I Built a Notes CalendarConsistency without strategy is a waste of time. That’s why I created a system:
* Growth Notes: Bold opinions and trending topics to grab attention.Example: “Your Substack isn’t too small to matter. Drop your link, and I’ll check it out!”
* Educational Notes: Bite-sized insights that build authority.Example: “Your quietest readers are often your most loyal. Write for them, even when it feels like nobody’s watching.”
* Entertaining Notes: Relatable, funny, or personal stories that connect.Example: “Confession: My first 10 Notes flopped. Here’s what changed.”
This mix keeps my content fresh and engaging while growing my audience.
You can still get access to The 3 Types of Notes webinar in which I breakdown all that it takes to write notes that drive growth + access to your working file + Bonuses.
(all paid subscribers get free access to this and All weekly webinars + Bonuses. If you’re not yet ready to become a paid member, you can access it for just $37)
3️⃣ I Made Notes About My Readers, Not MeYour audience doesn’t care about your random thoughts. They care about what’s in it for them.
Here’s what worked:
* Asking my readers what they’re struggling with and turning their responses into Notes.
* Sharing stories they could see themselves in.
* Writing Notes that solve small, specific problems.
4️⃣ I Showed Up Daily (But Smarter)Notes are a long game. Showing up consistently—on Notes and in comments—builds relationships and keeps you top of mind.
But here’s the key:
* Engage meaningfully. Don’t just drop emojis; add value.
* Focus on Notes that spark conversations, not just reactions.
* Use Notes to direct readers to your long-form posts.
5️⃣ I Focused on Conversions, Not LikesIt’s easy to get distracted by engagement numbers, but here’s the truth: Likes don’t pay the bills.
What I tracked instead:
* Engagement: Are people replying or sharing?
* Conversions: Are Notes leading to new subscribers?
* Momentum: Is my audience growing steadily over time?
Some of my best-converting Notes had fewer than 10 likes but brought in dozens of subscribers.
My Best Advice for Turning Notes Into Subscribers
Focus on connection, not perfection.
* Treat each Note as a way to serve your readers.
* Write like you’re talking to a friend—be real, honest, and approachable.
* Don’t overthink it; your audience values consistency and authenticity more than polished perfection.
Your Turn
What’s your biggest struggle with Notes? Or, what’s one tip that’s worked for you?
Drop it in the comments—I’ll share my favorite responses next week.
P.S. My January Growth Challenge is in full swing! We’re diving deep into turning Notes into a subscriber engine this month.👉
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit howwegrowtoday.substack.com/subscribe -
Why Engagement Matters
When I started writing on Substack, I had this picture in my mind: I’d hit publish, people would rush in, comments would flow like wine, and my inbox would light up with notifications.
Reality? Crickets.
It took me longer than I care to admit to realize this: you don’t get engagement by accident.
Engagement is something you create. It’s the secret sauce that turns passive readers into loyal subscribers and loyal subscribers into superfans who share your work like it’s gospel.
Here’s what I’ve learned—through trial, error, and a lot of awkward silences—about how to build conversations that actually matter.
Your Bonus:
This January, I’m sharing exactly how to drive engagement that grows your audience:
* My 3-Note Framework for writing Notes that spark real conversations.
* A Notes Calendar to stay consistent without feeling overwhelmed.
* Swipe files of my most engaging Notes (and why they worked).
* Weekly Notes Boost Parties to engage with your Notes and grow faster.
💥 Join now and get 37% off for on the annual plan the next 24 hours. (Basically you save your spot at just $7.19 per month, paid annually)
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit howwegrowtoday.substack.com/subscribe -
🎁 This December, let’s grow together—Secret Santa style. 🎁
Substack can feel like a solo game sometimes—just you, your keyboard, and the hope someone’s out there reading.
But growth isn’t just about audience size or paid subs—it’s about connection. It’s about building relationships with people who get what you’re doing, who cheer for you when you’re not in the room.
That’s what this is about: A little connection, a little creativity, and a whole lot of thoughtfulness.
Introducing: Substack Secret Santa—Digital Edition.
No addresses. No stress. Just thoughtful digital gifts to celebrate growth, creativity, and this community we’re all a part of.
How It Works 🎅
* Sign Up by December 17
* Drop a comment with:
* Your name
* Your Substack username
* A short “about me”—what you write about or what makes you light up.
* Example: “I’m Ana! I write about portfolio careers, growth, and creativity. I love art, personal stories, and anything about how people build their lives.”
* Get Your Match on December 18
* I’ll personally and randomly pair you with another Substack writer and send you their details. You’ll get:
* Their name
* Their Substack link
* Their “about me” description
* Deliver Your Digital Gift by December 24 🎁
* It’s a digital-only Secret Santa, so here’s where you can get creative:
* A thoughtful letter or shoutout about why their work matters.
* A resource, playlist, or article you think they’d love.
* A mini review or share of their Substack in your next post.
* A personalized note about what you enjoy in their writing.
* A membership access to your subscriptions
* A gift subscription to a newsletter you love
* So many ideas
The gift doesn’t have to be big. It just has to show you see them. That you care.
Why Do This?
Growth isn’t just about numbers—it’s about people.This Secret Santa is about showing up for each other, cheering each other on, and reminding ourselves that this journey doesn’t have to feel so solitary.
* You’ll make someone’s day.
* You might discover a writer who inspires you.
* And who knows—you might get a new reader, collaborator, or friend out of it.
The Rules 📜
* Digital gifts only—no addresses or physical items needed.
* Be thoughtful. This isn’t about fancy—it’s about meaningful.
* Share your gift by December 24.
* Please commit only if you mean it. It would be a pitty to make someone wait. Santa’s seeing you.
How to Join 🎄
Simple: Just Drop your name, Substack link, and a little “about me” in the comments below.
Deadline to enter: December 17Matches sent out: December 18Gifts delivered: December 24 (or earlier if you wish so)
Let’s make this December about growth that matters—about connection, creativity, and supporting one another.
Drop your details below, and let’s spread a little holiday magic. 🎁✨
Drop your name, Substack link, and a little “about me” in the comments below.
Ready to play Secret Santa? 👇 Let’s grow together. 🚀
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit howwegrowtoday.substack.com/subscribe -
We’re rolling into Week 2 of the December Growth Challenge: Get Your First Brand Deal! 🚀
Over 50 creators have already joined, and the momentum is real. Whether you’re here to land your first deal or level up your brand, this challenge is about so much more than just brand partnerships.
This Challenge Will Help You:
✅ Learn how to pitch like a pro – A skill that’s useful for brand deals, client work, collaborations, and beyond.✅ Define your differentiator – What makes you stand out and why brands (or anyone) should work with you.✅ Strengthen your personal brand – Clarity and confidence in who you are and what you bring to the table.✅ Grow your exposure – Build relationships, open doors, and make yourself visible to the right people.✅ Level up your communication – Craft pitches that connect, whether for partnerships, job offers, or project opportunities.
This is bigger than one deal. These are skills that will help you grow your portfolio career for years to come.
Week 2: Craft Your Perfect Pitch
This week, we’re diving into:
🔥 How to identify the right brands – Stop shooting in the dark and start targeting opportunities that fit YOU.🔥 Proven pitch templates – Emails that grab attention and get responses.🔥 Research tips – Tools to find decision-makers fast so you can pitch with confidence.
By the end of this week, you’ll have:
✅ A pitch you’re proud of and ready to send✅ A list of brands to target✅ The confidence to put yourself out there
The tools are waiting for you 👉
Haven’t Joined Yet? It’s Not Too Late!
This challenge is packed with everything you need to move forward:
* Step-by-step guides
* Time-saving templates
* A community of 50+ creators cheering you on
Here’s how to join:
* Comment “I’m in!” below.
* Use the Challenge Tracker to log your progress.
* Jump into the chatroom and connect with others.
Why Now?
This is the ONLY free Growth Challenge I’ll be running. Starting January, Monthly Growth Challenges will be paid subscriber exclusives.
Next Month’s Growth Challenge:
👉 Get Your Notes to Go Viral – Learn how to grow your audience fast with strategies that actually work.
Want in on every challenge?
👉 Lock in 91% off with your annual subscription now and get access to all future challenges, tools, and resources. Forever!
The group is on fire, and I can’t wait to see the pitches you create this week.
Whether it’s your first brand deal, your next client, or simply a clearer personal brand—this challenge will help you get there.
Let’s make it happen. 🚀
See you in the chatroom,
Ana
P.S. 2 creators already landed a pitch call, and another found clarity on their niche this week. Your win could be next!
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit howwegrowtoday.substack.com/subscribe -
That’s the headline, but you know what’s missing?
The messy, chaotic, not-so-glamorous truth behind it.
The truth that “overnight success” is just what people call the years of work they didn’t see.
Thanks for reading How We Grow! This post is public so feel free to share it.
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On November 15th (my husband’s b’day), I woke up to see How We Grow marked with that shiny Bestseller badge.
Three months after going all in on Substack, and I hit a milestone I wasn’t even sure was possible this fast.
🎉 26,000 subscribers in 3 months 🎉
That’s the headline, but you know what’s missing?
The messy, chaotic, not-so-glamorous truth behind it.
The truth that “overnight success” is just what people call the years of work they didn’t see.
Thanks for reading How We Grow! This post is public so feel free to share it.
The Reality Behind the Numbers
Let’s rewind. By the time I launched How We Grow in September, I wasn’t starting from scratch.
I brought over 5,000 subscribers from my email list and social media, built over years of showing up, writing, testing, and sometimes failing.
Here’s what those three months really looked like:
* Over a decade of refining my voice—working with clients, building personal brands, and studying what connects with people.
* Hundreds of LinkedIn posts to a professional audience, figuring out how to simplify ideas and resonate.
* Launching and failing with other projects, learning what works (and what doesn’t).
* Stayed Consistent (Even When It Was Hard)
The unsexy truth about growth? Consistency is king. I showed up every single week, no matter what.
* I wrote when I was tired.
* I posted Notes when I wasn’t sure they’d land.
* I kept engaging, even on slow days.
Those three months of growth were built on years of foundation.
So, no—it wasn’t “just” three months.
It was a culmination of everything I’d done before.
You don’t grow a newsletter by being perfect. You grow it by showing up.
How Substack Changed Everything
For years, I’d been on LinkedIn, building my personal brand. I’d seen success there, but the platform often felt noisy and transactional.
Substack? Substack felt like home.
* Here, people actually read.
* They engage.
* They stay for the depth and connection, not just the surface-level soundbites.
When I moved to Substack, I realized I could create something more meaningful: a space where solopreneurs, creators, and high-performers could learn to build portfolio careers and multiple income streams—without burning out or selling their souls to the hustle grind.
That clarity became the backbone of How We Grow.
What Worked (And What Didn’t)
What worked:
* Notes as a discovery engine:
* I posted daily, shared insights, and connected with others.
* This wasn’t just growth—it was community building.
* A clear value proposition:
* I made sure new readers knew exactly what they’d get—practical strategies, hard-won lessons, and no fluff.
* Optimized My Newsletter Page (and Made It All About Them)
* Smart pricing:
* My annual plan at 91% better than subscribing monthly was a no-brainer for many readers.
* Built Relationships with Creators (Not Competitors)
* I didn’t treat other creators as competition—I saw them as allies. Substack is a community, and leaning into that community was one of the smartest moves I made.
* What I did:
* Cross-promotions: I partnered with newsletters in complementary niches to feature each other’s work.
* Engagement: I didn’t just promote myself—I genuinely supported other creators, sharing their posts and commenting on their work.
* Genuine connections: I reached out to creators I admired, not to “network,” but to learn and collaborate.
* Told My Story (and Shared My Journey)
People subscribe to people, not just content. I made my newsletter about more than just tips—I made it personal.
I shared:
* Why I left my executive role to start over and build a portfolio career.
* The struggles I faced along the way (like the fear of starting at zero).
* The wins: Like being featured in Forbes and landing my first major brand deal.
* Wrote with Relentless Value (and a Dash of Controversy):
* From personal stories to actionable strategies, I made every post count.
* Every post & note had a purpose:
* Actionable tips they could implement immediately.
* Contrarian takes that made them think differently.
* Stories they could relate to.
Don’t just write—overdeliver. Make free readers feel lucky to get your content, and make paid subscribers feel like they’ve found a goldmine.
What didn’t work:
* Cold DMs: Not my thing, and frankly, they rarely work.
* Big discounts: My pricing strategy was already compelling. Flash sales weren’t necessary.
* Overthinking: I kept it simple—write, post, engage. That’s it.
Why the Bestseller Badge Matters
Let’s address the elephant in the room: Isn’t this just vanity?
Maybe. But here’s what it’s done for me:
* Credibility: It’s proof that my strategies work. If I’m teaching others how to grow and monetize, I need to walk the walk.
* Visibility: The badge adds weight to my profile and attracts new readers and opportunities.
* Exclusive perks: Advanced stats, access to Substack’s Product Lab, and Business School. These tools have been game-changers for understanding growth and retention.
The Article That Broke It All Down
Recently, I gave an interview about my Substack journey—how I went from burnout in the corporate world to building a thriving newsletter.
One thing I emphasized was this: growth isn’t about luck; it’s about systems.
I leveraged every channel I had—LinkedIn, social media, even Forbes articles—to create a flywheel of growth. It wasn’t a casual effort; it was an intentional strategy.
If you haven’t read the full interview yet, check it out here. It’s packed with insights and practical tips for growing your Substack.
What’s Next?
Now that How We Grow is thriving, I’m doubling down on helping others:
* The Growth Challenge: Deepening engagement with my audience through personal challenges and community-building.
* Private Chat: Exploring new ways to collaborate with brands and creators.
Our private chat is where strategies, tips, and real conversations happen. It’s also where we share Note boosts because why not help each other win?
* Scaling my paid subscriptions with even more exclusive value:
* $2,500+ worth of tools for content creation and monetization.
* Access to exclusive webinars on Substack growth and branding.
* Weekly Q&A sessions and live workshops.
* Notes boost
* Monthly Challenges
* and more
What I Want You to Take Away
Success isn’t linear. It’s messy, iterative, and often slower than you want. But it’s possible.
If you’re starting out, here’s my advice:
* Build trust first. Your audience won’t pay for something they don’t believe in.
* Show up consistently. You don’t need perfect posts—just honest, valuable ones.
* Experiment. Try Notes, test pricing, engage with your readers. Growth lives in the attempts.
So, if you’re ready to grow—join me in the challenge, upgrade to paid, or just keep showing up.
The audience will come. You just need to start.
P.S. What’s one step you’ll take today to grow your audience? Let me know—I’d love to hear your story.
Here’s to your growth,Ana
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit howwegrowtoday.substack.com/subscribe -
In 2016, I was stuck in a successfully dead-end 9-to-5, with a looming question:
“Is this all there is?”
Today, I’ve built multiple income streams, diversified my career, and work on projects I’m deeply passionate about—all without abandoning financial stability.
At the heart of this transformation lies the concept of a portfolio career.
It’s a simple yet powerful idea: instead of relying on one job or one paycheck, you leverage your unique skills and interests to create a variety of income streams.
Before we go on, if you find this helpful, please consider resharing. Substack creators need to know they got options, and these reads makes a huge difference! ♻️
When you become a paid member you get all these benefits. Claim them below:
(P.S. Annual membership is now at 52% off, only until November 16th. Spots are limited, claim it now)
* Free live masterclass on Monetising your content online (recorded)
* Free live masterclass on Brands pitching (upcoming)
* Your media kit template to pitch brands
* 50 headline templates for inspiration
* My swipe file of most successful Notes yet
* Content idea generator
* 10 prompts for your content creation
* How to identify your ideal target audience - practical guide
* Creating an expert marketing strategy prompt
* How to get inspiration form your favorite Youtube videos
* My favorite tools so you can grow your portfolio
* Access to weekly live streams.
* Plus, you will get invited to a Notes boost every day.
* And more
While many assume building a portfolio career requires extraordinary talent, resources, or a significant time investment, I’ve found that the secret lies in small, consistent actions—and in understanding how to break the mental barriers holding you back.
Here are 3 key mindset shifts I’ve mastered to unlock new income opportunities, and how you can use them too.
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit howwegrowtoday.substack.com/subscribe -
This is a free preview of a paid episode. To hear more, visit howwegrowtoday.substack.com
How do I get people to subscribe?
How do I start with monetisation?
How to balance a 9-5 job with family and side projects?
& more…
Thought we’d do something a bit different today.
I reached out to the community recently and asked you all for your questions, anything you’re curious about, whether it’s about building your portfolio career, growing your Subst…
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Let’s get one thing straight: You’ve been sold a lie about building a career. Actually, you’ve been sold nine.
The world is full of half-truths, especially when it comes to success and wealth.
For years, we’ve been sold the idea that the only way to become a millionaire is aiming for the stars—launch a startup, create the next big app, or revolutionise an industry.
But what if I told you that the future millionaires aren't working on the next Facebook? They’re not in Silicon Valley. They're a lot closer than you think—probably even in your own backyard.
Let’s talk about how we’ve been sold a lie—and the truth behind the millionaires who are quietly building their wealth right under your nose.
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Let’s get real for a second: I also used to believe the biggest lie on social media—that more followers equals more success.
We’ve all been there, scrolling through Instagram, seeing those influencer accounts with hundreds of thousands of followers and thinking:
“That’s what I need to land brand deals.”
But here’s the truth: it’s total b**s**.
I’ve landed more than 27 solid brand deals without ever hitting 100K. In less than 3 months!
And guess what?
You don’t need 100K either.
You don’t even need a fraction of that.
Why?
Because it’s not the numbers that brands are chasing anymore—it’s authenticity and connection.
Let me tell you how I did it, stopped chasing the follower count, and started landing deals that actually matter.
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1. How My Niche Audience Became My Superpower
I’ll admit it—I used to try to appeal to everyone.
I thought casting a wide net would attract more opportunities.
But then I realized something: nobody cares about broad, generic content.
The key to unlocking brand deals is to go niche. But with a catch.
Here’s what I did:
I stopped trying to be everything to everyone and focused on my people.
Solopreneurs, freelancers, portfolio career builders—people who are done with the 9-5 grind and want to build their own thing.
Once I was clear on that niche, things changed.
My engagement skyrocketed, and that’s when brands started to notice.
Shortform, for example, one of the best reading hubs out there, reached out to me after I posted a simple tip on growing a personal brand.
They didn’t care that I wasn’t clocking 100K followers—they cared that I was speaking directly to the people they wanted to reach.
We are now partners beyond a brand sponsorship as I became their lifetime ambassador too. (I only recommend products that I love and I mostly end up partnering for a longer period of time with brands like these):
That’s the beauty of a niche audience: you don’t need to shout, because your people are already listening.
2. Authenticity Is Your Currency
(And It’s Worth More Than Followers)
Here’s where it gets really controversial: follower count is becoming irrelevant.
What really matters to brands? Engagement.
And that comes from authenticity.
So, stop trying to play the algorithm game or follow the latest trend—your audience can smell when you’re faking it.
When I started being myself—sharing stories about my struggles building a portfolio career, my wins, and even my screw-ups—my audience responded.
And guess what? Brands responded too.
One deal I landed wasn’t because I had thousands of followers; it was because I had an audience that trusted me.
Here’s how you know you’ve got authentic engagement:
* When your followers talk back.
* When they ask questions
* Respond to your content
* And genuinely care about what you have to say.
That’s the kind of engagement that brands drool over, and you don’t need 100K followers to get it.
3. Quality Over Quantity (Or Why Posting Less Helped Me More)
In the beginning of my social outreach, I was obsessively posting on LinkedIn every day, thinking that the more I posted, the more likely brands would find me.
Spoiler alert: it didn’t work.
In fact, it was burning me out, and my content was getting weaker.
So I stopped. I slowed down. I started focusing on quality over quantity.
I remember creating one in-depth, meaningful post about the challenges of personal branding. It wasn’t flashy, but it resonated with my audience.
That post got me a brand deal, not because it went viral, but because it was valuable.
Here’s how they approached me:
The brand loved the depth of the conversation in the comments—people weren’t just “liking” it, they were engaged with it.
My takeaway?
You don’t need to post every day.
You don’t need to play the numbers game.
You need to post value (for your audience), and that’s what will attract brands.
They want to see creators who understand their audience and bring real insight.
4. How I Turned My Audience Into My Leverage
If you think brands are only looking for huge influencers, let me tell you something: brands are getting smarter.
They know the return on investment for working with smaller, more engaged creators is better than throwing money at mega-influencers who can barely scratch the surface of connection.
Here’s what I did: I leveraged my audience’s loyalty.
Instead of waiting for brands to come to me, I reached out to the brands that I genuinely loved and used. And, even more important, that I knew my audience would love and want to use.
I reached out to the best brand deal hubs and put myself out there.
I showed them my engagement metrics, shared examples of content where my audience responded enthusiastically, and—this is key—I pitched ideas that aligned with their brand’s goals.
Brands don’t just want to know how many followers you have; they want to know how your audience trusts you and how you can help them tell their story.
One brand I worked with literally said, “We don’t care about your follower count. Your engagement is what hooked us.”
5. The Rise of the Micro-Influencer (And Why It’s a Game Changer)
Here’s the kicker: micro-influencers (creators with smaller, highly engaged followings) are becoming the sweet spot for brands.
Why? Because smaller creators build real relationships with their audience.
They’re seen as more authentic, and their followers actually listen when they recommend a product.
I remember one of my best deals came after a campaign with another creator completely flopped.
Why? Because that creator had a huge following but zero connection with their audience.
Meanwhile, my smaller, engaged following showed up and actually converted for the brand.
That’s when I realized: small doesn’t mean less valuable. It means more targeted.
So, What’s the Real Secret?
You don’t need 100K followers. Heck, you don’t even need half that.
What you need is to understand your audience, build genuine connections, and focus on creating value for them (aka what they need to solve their problems)—because that’s what brands are looking for too.
Here’s what I want you to take away from this:
* Engagement beats followers every time.
* Be authentic—don’t be afraid to share your real story.
* Pitch brands—don’t wait for them to come to you.
* Leverage your niche—it’s your superpower.
I stopped chasing followers, and guess what? The brand deals came anyway.
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No fluff, no jargon — just pure, actionable insights.
It’s a harsh truth, but a headline is your first and only chance to make a good impression. It’s what people see in search results, in their social feeds, and in those overstuffed email inboxes. So if you’re stuck with bland, boring titles, your masterpiece is going to end up like a fine wine at a frat party — completely overlooked.
But don’t worry; I’ve got you covered. Today, I’m pulling back the curtain on our top 9 article headlines that brought in millions of visitors.
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Back in the year 2018, I launched my first crowdfunding campaign online. Believe it or not, it all started because of an “ugly cat” portrait I made.
I was a “struggling artist”, barely making ends meet. I just quit my corporate career and started to do art for the first time, without any art network or even art making practice. So, it was challenging to say the least.
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Until one day, when I painted a fun portrait of my neighbour's cat. The cat was messing with my dogs, making them bark everyday so I wanted to immortalise how I saw her at that moment.
(hint: I am a dog person)
The cat portrait turned, well, let's say "aesthetically challenged."
But my neighbour saw it, loved it, and insisted even on paying me for it.
That's when lightning struck.
I thought, "What if I painted ugly pet portraits for money?"
Even better: “what if I paint ugly funny portraits of pets and put them on a tee?”
💡
So, I set up a crowdfunding campaign as a joke.
"Fund my quest to paint the world's ugliest (best) pets portraits! So you can wear them everywhere with you. Even on your tee"
I expected maybe a few pity donations from friends.
Boy, was I wrong.
The campaign went viral overnight.
Suddenly, I was flooded with requests and pledges.
People were fighting to have their pets painted ugly!
Here's what I learned from this bizarre experience:
* Embrace the weird: Conventional is boring.
* Humor sells: People love to laugh and share.
* Timing is everything: I hit a sweet spot of internet culture.
* Engage your backers: I shared progress updates religiously.
* Deliver on promises: Even if they're ridiculous.
* Adapt quickly: I learned to paint "ugly" really fast.
The campaign raised over $50,000 in 30 days. I went from starving artist to "that ugly pet portrait gal."
It wasn't just about the money, though.
I found a community of people who appreciated absurd art.
We laughed together at each hideous masterpiece.
It was my reminder that art doesn't have to be serious.
This experience taught me that sometimes the most unconventional ideas can lead to the greatest success.
After all, you never know which one might resonate with people and take off.
So, what's your weird idea that might just work? Don't be afraid to give it a shot.
You might be surprised at where it leads you.
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Did we solve world hunger and world peace already?Because we’re now nitpicking ketchup ads.Yes, ketchup ads.I remember when ads were just ads.We laughed at silly jingles, smiled at clever lines.Now, we're digging into every frame like it’s a crime scene.Take the Heinz wedding ad.People were furious because the dad wasn’t in it.Suddenly, it’s a symbol of erasing Black fathers.Then Heinz drops another ad.A man with ketchup on his lips.And boom, we’re talking about minstrel shows from the 1800s.Are we serious?In our quest for diversity, are we losing perspective?Here’s what I think:1. Context matters. So does intent.2. Not every ad is a social statement.3. Let’s not turn every mistake into a firestorm.4. Let’s focus on real change, not just outrage.5. Brands should do better, but let’s not overreach.The point? We’ve got bigger battles to fight.P.S. Are we focusing on the right things or missing the mark?
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How did we get to the point where ketchup ads are now the battlegrounds of racial representation debates? Well, grab your fries 🍟, because this Heinz controversy serves up a whole lot more than condiments.
Let me start by saying that advertising isn’t easy—especially these days. I get it. Brands are in constant pursuit of that elusive viral hit, trying to stay relevant, "woke," and sell you something all at the same time. And people… well, people are in the constant pursuit of telling brands how they do them wrong… or are they? Dramatic face incoming.
Because, excuuuse me: did we solve world hunger, poverty, and climate change already?
Judging by the outrage over Heinz ads, it seems we’ve got plenty of time to nitpick every detail of every commercial.
Are we really drawing lines to 19th-century minstrel shows now?
Okay, let’s take a step back. Heinz—yes, the ketchup people—ran two ads, and in true 2024 fashion, they’ve been accused of everything from erasing Black fathers to evoking minstrel shows.
It begs the question: have we run out of real problems to solve?
The First Offense: The Wedding Ad
So, here’s the deal: Heinz put out an ad showing a newlywed interracial couple at a wedding, complete with the bride’s mother but no father in sight.
Cue the outrage—people were upset that this ad was erasing Black dads. There were heated comments, viral tweets, and social media posts, all because of a missing dad in a ketchup ad.
Now, don’t get me wrong—representation matters. But did we just solve world peace overnight? Because the energy put into dissecting this ad as some symbol of racial erasure feels a bit...over the top.
Are we really so hyper-focused on inclusion that we can’t even let a ketchup ad go without controversy?
Then Came The Ketchup Lips
Right when Heinz was probably thinking, “Phew, we dodged that one,” they roll out another ad.
This time, a Black man with exaggerated red lips covered in ketchup. It was just in tune with the upcoming Halloween and everyone thought they would have a good laugh.
But suddenly, people are making references to minstrel shows from the 1800s. Really?
This 1800s reference👇
I mean, who had so much time on their hands to dig up this one???
And, more importantly, in 2024, we’re still making historical leaps from a condiment ad to 19th-century racist performances?
Do we honestly believe Heinz, a company famous for its ketchup, is in the business of reviving offensive theatrical tropes from two centuries ago?
Looks like we do:
I’m not buying it.
This feels like we’re reaching—stretching so far that it’s hard to even connect the dots.
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Are We Losing Perspective?
In our collective quest for inclusion and diversity, are we losing perspective a bit? These issues are important—absolutely. But are we really solving racial injustices by going after every single ad that misses the mark?
Let’s break it down:
* Context matters. Not every mistake is an assault on diversity.
* Intent matters. If a company is genuinely trying to be inclusive, let’s not jump to the worst conclusions.
* Proportionality matters. Not every ad deserves to be picked apart like it’s a dissertation on social justice.
* Focus on real change. Are we creating more noise than solutions with these outrages?
* Keep the conversation productive. We can call out missteps without acting like every ad is a moral battleground.
Look, brands should do better, and they can. But dragging ketchup ads through the mud like this feels...excessive.
There are real issues to tackle—like improving representation in meaningful, impactful ways. But when we start nitpicking every detail, we risk missing the forest for the trees.
We’ve got serious problems in the world. And they won’t be solved by turning every commercial into a cultural war. Heinz didn’t get it right, but let’s keep our outrage for the things that truly deserve it.
So, is our focus in the right place, or are we just spinning in circles? What do you think?
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