120 | Substack for Clinicians: Why I don't recommend it
In the Clinic with Camille
120 | Substack for Clinicians: Why I don't recommend it

I've gotten several questions lately about whether or not I recommend Substack to clinicians who want to start a newsletter to help promote their clinical practices. TLDR: it's not the best tool for the job.

In this episode, I spell out why I don't think herbalists and nutritionists are well-served by using Substack as a way to promote a private practice.

Essentially, it all boils down to:

  1. It's not designed for promoting services, classes, workshops, etc. and it shows.
  2. It's free, which is great, but you do pay in other ways - for example, in control over you readers' experience.
  3. Support is basically nonexistent.

I go into a few other reasons in the show, but these are the big ones.

Go ahead and use an email service provider that's designed for the type of promotion we do when we write a newsletter. I use MailerLite, but there are tons of great options with similar features.

For more on writing newsletters, check out my book: Write Better Newsletters: Grow your 1:1 practice with newsletters people actually want to read.

And/or join my newsletter for practitioners to get a new note from me every Thursday.

Thanks for being here!

- Camille

 

Thanks for listening.

I'd love to hear from you. Leave me a voicemail with feedback or submit a question (click the pink "Send Camille a Message" button on the side of the page) 💚

Camille's Helpful Links for Practitioners

00:08 - Substack Overview

01:39 - Why Not For Practice

03:21 - Control And Limitations

04:24 - Support And Costs

05:40 - Ethics And Social Shift

06:20 - Discoverability Myths

07:36 - Build Your List

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Hi there, welcome to In the Clinic with Camille. My name is Camille Freeman,

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and this podcast is for herbalists and nutritionists who are in clinical practice.

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Today, I want to answer a question that I've gotten repeatedly over the last few weeks.

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Probably four or five different people have asked me this in various contexts,

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which is, what do I think about using Substack to write an email newsletter

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as part of your marketing or promotional plan for your clinical practice?

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And I can see the appeal of Substack for this purpose. It's nice because it's free.

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Now, a lot of our email service providers are free in the beginning,

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but once you get past about 500 subscribers, maybe 1,000, depending on the service

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you're talking about, you are going to start to have to pay.

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And the way Substack works is you do not pay, but if you charge for your newsletter,

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they take 10% of it on top of Stripe fees.

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So if you're like, well, I never want to charge for my newsletter,

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then maybe it makes sense to be like, oh, okay, I'll just use the free version.

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And that sounds great.

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People are also drawn to Substack because it has a little bit of.

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A sense that maybe you could have some organic discoverability to use marketing

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speak if you go there, meaning they have some promotional things built in where

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they may be showing your newsletter to people who are subscribed to other Substack newsletters.

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So it seems like maybe a good way to expand your reach, especially for those

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of you who are trying to move away from social media.

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And again, I can see how this makes sense. They make it very easy to get started,

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and it does seem like, oh yeah, you know, maybe this is a great kind of budget,

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low-cost option to consider.

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For most people, my recommendation is to probably don't use Substack for the

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specific purpose of marketing a clinical practice.

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Now, you are welcome to, of course, ignore my advice altogether and do it. Plenty of people do.

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And of course, I don't have any opinions on Substack for other purposes.

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For example, if you want to write a different type of newsletter,

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if you're not trying to promote a practice, etc., maybe Substack would be the perfect venue.

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But let me just tell you why I don't recommend it if you're thinking about it

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as a key part of your marketing and promotion plan.

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One of the problems with Substack is that it is free for a reason.

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You'll often hear people say, like, oh, if you're not paying for the service, you are the service.

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And to a certain extent, that is true in Substack as well.

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One of the issues with Substack is that I actually tried Substack,

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not for my main newsletter, but as a side project over the last year.

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And one of the issues with Substack is that they have control over your readers

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a little bit, meaning they can independently send messages out to people who

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subscribe to your newsletter.

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Promoting different things, trying to encourage them to download the Substack

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app, which if they do that, they can actually turn off their email notifications.

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And all of a sudden, they're not getting emails from you. They're just reading

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in the app when they go to the app.

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They can send, sometimes they'll send out messages about like,

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oh, you might like these other newsletters and so on and so forth.

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So in some ways, you kind of lose control over your user experience,

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which maybe you don't mind that, but I do have some concerns about it.

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One of the other issues I have with Subsec is that it's really not designed to be promotional.

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It is a reasonable software, I think, if the newsletter is the product.

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Again, if you are trying to sell access to the newsletter, it could be worth a try.

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But if your whole intention is to actually sell your services or classes that

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you're teaching or some combination of those types of things,

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Subsec is really not designed for that, and you will run up against some limitations.

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So you can't really easily segment your list by saying like,

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oh, here's all the different people who have bought this product.

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Technically, as I understand it, it's against the terms of service to promote

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a bunch of things that are not within the Substack ecosystem.

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So anyway, it's not designed for that. It's not going to be easy to do that.

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If you just have a very straightforward every now and then you're going to send

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a sales email about signing up for your services, it could work.

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You possibly could do it.

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But if you're in practice long enough and things get a little bit more complicated,

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you're going to outgrow it.

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Another concern I have with Substack is that customer service is essentially non-existent.

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When I did mine, again, it was a side project that I was doing,

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but I had a couple of issues that, in my opinion, were pretty big issues that

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I would have liked to have a response to.

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And there's just no way to get a person.

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You can email, you can try to chat with them, but it's an AI that you're chatting

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with. I sent some emails to support. I never heard anything back.

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So if there's any major problems, I'm not really sure you're going to get much

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out of working with Substack.

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And that's a concern if this is a big part of your promotional or marketing

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plan, because you need to have control, you need to be able to,

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fix problems that arise. You need to be able to adjust things and make sure

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the experience is what you want for your readers, and Substack just doesn't

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always make it easy to do that.

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So for those reasons, I would actually recommend starting with a paid email

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service provider, even if you're on the free tier at first.

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But once you get enough people that you need to move into the paid tier,

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I think that it's an expense that is worth paying, particularly if this is a

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cornerstone of how you're planning to find clients.

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As a side note, if you look into the people behind Substack.

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You may not like what you find there either.

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And I know we can't always, everything can't be perfect and we can't be perfectly

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aligned with every service and product we use.

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And at the same time, we do have a choice in who we support.

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And so I think it's worth looking at that.

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They're also kind of pushing it more into a social media territory with notes

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And anyways, it's getting to be more social media-like, which may be good.

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Maybe that's what some people want.

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But for a lot of people, I think it's perhaps something we were trying to move

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away from in the first place.

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The last thing I wanted to address is that idea that, oh, yeah,

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maybe it is kind of social.

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Maybe there's this promotional piece built in where they're going to promote

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my newsletter, and maybe I'll get a big bump of people because of Substack's

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promotion, as opposed to just having to go through and get every single subscriber myself.

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And again, the data doesn't really reflect that this is what actually happens.

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They do a pretty good job, I think, of promoting larger newsletters.

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But for the smaller newsletters of new people that are just getting started, they're not,

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you really aren't going to get a ton of random new people stumbling across your

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newsletter and subscribing via the Substack app.

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Maybe, you know, a very handful of people every few months would be the absolute

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maximum, and they're probably not going to be the best fit.

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So as much as it would be nice to say that there is a button,

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you know, an easy button that you could just be like, oh, just sign up for Substack

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and the subscribers will flock in, it really isn't like that.

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Like most things, you just have to do the brick-by-brick work of finding your

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people, telling them that you have a newsletter, writing a newsletter that they

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want to read that's useful, that makes them want to open it,

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and doing that kind of work. That is what is going to help build your practice.

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If you're interested in more of this, I have a whole book that I wrote about

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newsletters called Write Better Newsletters.

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I'll put the link in the show notes, but you may be able to find it on Kindle and your library, etc.

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So for more info on newsletters, check that out.

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Otherwise, I hope that helps make a decision. Like I said in the beginning, feel free to ignore me.

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If you're like, I want to try Substack, great, you can do it.

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It's not that hard to move away from it. You can get a list of all the people

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that are subscribed and you can change email service providers later.

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So if you'd start it and you're like, oops, I think Camille was right.

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I shouldn't have done this.

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You can just export them into a different service if you want,

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or maybe you'll try it and you'll love it and you'll be very happy there.

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And I love that for you too.

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Let me know if that happens because I want to hear your experience.

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Okay, there we go. If you want to sign up for my newsletter,

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speaking of newsletters, you can go to camillefreeman.com and sign up right there on the homepage.

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I'd love to send you my next newsletter. It goes out every Thursday and I've

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got a good one coming up this week.

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So have an amazing day. Thank you so much for the work that you do.

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And I hope this was helpful.