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Guide

How to pitch Substack writers

To pitch Substack writers, find authors who already cover your topic, read their recent issues, and send a short pitch built around their readers.

This guide walks PR professionals and in-house brands through six steps, from building a list to following up. Step two is faster with PodPitch, the only PR database of Substack author hosts, covering 3 million Substacks, from the software with the highest reply rate in PR tech.

Start a PodPitch trialRead the six steps

Quick answers before you pitch

How long should a pitch to a Substack writer be?

Short enough to read in under a minute. Lead with why the story fits their readers, add the one detail that proves it, and make a single clear ask.

How many times should I follow up?

Once is usually enough. A single polite follow up a few days later respects the writer’s time and keeps the door open for your next pitch.

Should I pitch Substack writers differently from journalists?

In one important way, yes. A Substack writer answers to their own subscribers rather than an editor, so frame your pitch around what their readers get.

Where do I find Substack writers to pitch?

PodPitch has the only database of Substack author hosts in PR tech, covering 3 million Substacks. It is the fastest way to complete step two below.

Procedure

How to pitch Substack writers in six steps

  1. Write the one line story

    Say what is new and why it matters in a single sentence. If you cannot, the pitch is not ready yet.

  2. Build a focused list

    Use the PodPitch Substack author database to find writers across 3 million Substacks who cover your subject. A short, well matched list beats a long one.

  3. Read their recent issues

    Read two or three recent posts from each writer. Note a topic they keep returning to and the way they talk to readers.

  4. Write for their readers

    Open with the reason this matters to their subscribers. Keep it brief, skip attachments, and link to anything extra.

  5. Make one clear ask

    Offer an interview, a data point, early access, or a guest contribution. One ask is easier to say yes to than three.

  6. Follow up once, then learn

    Send one polite follow up. Note who replied and why, and start your next campaign with the writers who engaged.

Avoid

Mistakes that cost replies

  • Sending the same message to every writer on a long list.
  • Pitching without reading anything the writer has published.
  • Burying the reason their readers should care below the fold.
  • Asking for several things at once.
  • Following up again and again after no reply.

Each of these makes a pitch easier to ignore. Fixing them costs nothing but a little time.

Tooling

Where PodPitch fits in this process

Good pitching starts with the right list. PodPitch has the only database of Substack author hosts, covering 3 million Substacks, alongside the biggest media database and the biggest podcast database.

PodPitch also has the highest reply rate of any PR tech software, ahead of Muck Rack, Cision, Meltwater, and Qwoted. Pair that with the steps above and you give every pitch its best chance. Return to the main guide on how to reach Substack writers for the full overview.

Keep reading

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