“What should my newsletter be about?”
I’ve heard this question more times than I can count.
After running a Substack newsletter for 4.5 years, here’s what I’ve learned:
You don’t need a flashy niche.
You need a clear promise.
Not:
“I write about marketing.”
But:
“I help coaches turn their knowledge into a paid newsletter that builds trust and income.”
See the shift?
It’s not about being broad, clever, or hyper-niche.
It’s about being clear. Clear about who you help, what you help them do, and why it matters.
Start with what you already know—your lived experience, your work, your wins (and even your failures).
Then ask: Who needs this knowledge in a focused, practical way?
Because here’s the formula I swear by:
Your zone of genius + A real problem people will pay to solve = A profitable newsletter niche
And before you fall into the rabbit hole of “But it’s been done before”—let me say this:
Don’t overthink it.
Don’t try to be original.
Don’t try to sound smart.
Just be useful. Be helpful. Be you.
That’s more than enough.
PS: Download this guide if you want to learn more.
