Yes, Writers Can NOT Focus on Audience-Building (And Still Earn Well)
On enjoying the writing process while earning from it.
Hey there, it’s John here, from the Writing to (L)Earn team.
I want to share a comment from one of my pieces outside Substack that I believe captures a concern many writers here share:
Let’s break this down.
First, there is the pressure to aggressively market your work, especially when you are starting out with no real audience. If you post on Substack or your blog when you have zero audience, you are likely to get very few or no readers. This makes many writers feel compelled to try every social media hack they read about.
But if you are like us here at WTL, you mostly dislike self-promotion.
Second, there is what I call "low engagement hell." Many new writers quit after seeing little or no traction on their work. That may be acceptable if writing is not your passion, but if it is your dream career or something you have always wanted to do but procrastinated for life, work, or other reasons, then quitting is not an option. Writing is already damn hard, and it is even harder to earn from writing, yet I am still here because it is what keeps my soul alive.
Now, almost every writing advice article tells you the same thing: build an audience first. Grow your social media. Create a platform. Without readers, you'll never earn money.
But what if that advice is wrong?
This reader above hit on something important. Many writers quit after seeing no engagement in their work. If you've posted consistently for months with little response, it's easy to believe you're doing something wrong.
I've found a different approach: Create a writing process that's both enjoyable and profitable, and let audience growth become a byproduct rather than an obsession.
Here's how that could work in real life.
An enjoyable and profitable writing process
In a few days, I'll be flying to Reykjavik for the Iceland Writers Retreat, co-founded by Iceland's former First Lady. This is an all-expense-paid trip, awarded to me by the IWR organizers after they read my literary samples.
I’m excited about this trip because, for months, my writing has focused entirely on newsletters and blog articles that pay the bills.
As you know, I make my living full-time from writing articles here on Substack and elsewhere. While I enjoy this work, my deeper passion is literary writing.
When I started, balancing these interests seemed impossible. My first major project as a writer was to publish a novel. The whole process took me two years. It sold a few thousand copies, mostly in local bookstores (not Amazon, so I got to keep more of the revenue). But nowhere near enough to pay for those two years of work!
Meanwhile, Darius and Michael targeted their first books to a specific audience to solve a specific problem. This strategy works well, especially when your interests naturally align with an income-driven model. If this is the path for you, I highly encourage you to keep going.
But if you're like me and drawn to more personal, "artsy" writing, you need a different approach. One that makes space for both income and creative fulfillment without obsessing over audience metrics.
(On that note, if you’re also looking to treat yourself to a well-deserved writing retreat, then I encourage you to check out the Iceland Writers Retreat. Happening this April 23rd. I believe one of our founding members, also hosts creator retreats.)
How to build a dual-purpose writing life
My Reykjavik trip demonstrates this approach in action. After months of nonstop article writing, I'm giving myself a short break to focus on my literary work.
Here's how to apply this to your own writing:
Clarify your dual goals
Set two clear goals: writing for your "soul" and writing for income. For me, the former is literary writing, while the latter is Substack articles. This clear division lets me meet different needs, both for myself and my audience, without feeling like I'm betraying either.
Create a structured schedule
Dedicate specific time blocks for different types of writing. You might reserve mornings for creative projects and evenings for practical, reader-driven content. Or like me, reserve entire days or weeks for certain types of writing.
Let your experiences cross-pollinate
Use insights from your personal work to enrich your income-generating writing, as I'm doing right now. This creates authenticity that attracts readers more naturally than forced marketing tactics.
Work with your creative rhythms
Some days, I commit to finishing a Substack piece but wake up full of energy for my new novel instead (I just finished the first chapter!). I give myself three hours max to follow that energy, then return to my planned work later or the next day.
The key is to consistently show up for both types of writing.
Many writers risk burning out by neglecting their passion-driven work or ending up stuck in unsatisfying jobs because they don't give enough attention to their income-driven writing.
The real byproduct of consistency
When you build a process you genuinely enjoy rather than chasing audience metrics, two things happen:
You stick with writing long enough to actually succeed (because you're not constantly frustrated).
Your authentic voice emerges more naturally, which ironically attracts more of the right readers. This is even more crucial now with AI slop all over the internet.
Here’s one example of how audience-building became a byproduct of consistency.
Some time ago, I noticed that a person who commented on my Medium article eventually subscribed to me here on Substack. They initially liked my work on the business and craft of writing, which made them subscribe to Writing to (L)Earn. Later, they enjoyed one of my literature and culture-related articles on my personal Substack and became a paid subscriber.
I believe this is the best way to build an audience without resorting to marketing tricks that leave you feeling empty. When you consistently produce quality content and position it well to attract the right readers, the next ingredient is time.
Time for readers to discover your work and, eventually, to continuously find it valuable until they become loyal, paying readers/customers.
Over time, many other writers quit, which gives you an advantage. Those who persist have a better edge in attracting and keeping an audience.
What part of your process do you need to adjust to make your writing career more sustainable for the long haul?
Feel free to let us know here or by replying to this email.
See you in a few weeks!
—John, with Michael and Darius