The Anatomy of a Scroll-Stopping Substack Post
Steal the structure I use to turn ideas into epic posts that get shared, saved, and remembered!
Most Substack posts get ignored.
Even the ones packed with good ideas.
Why? Because the writing doesn’t grab. It doesn’t guide. It doesn’t convert.
If you want readers to stay, share, subscribe — and trust you — your posts need more than just words. They need structure, flow, and intention.
After writing hundreds of articles on various platforms (and cringing at many of my early ones), I developed a system that works.
Here’s the 9-step blueprint I wish I had from day one — starting with the first thing your reader ever sees:
1. Write enticing headlines
I like to write the headline, subheading and intro only after I finish editing the body of the post.
Why is that?
I often make significant changes to the final draft before publishing it. By keeping these factors in mind, I know what the blog post is about before adding these elements!
Remember: There are millions of articles published every day, fighting for your attention. To complement our epic content, you must create irresistible headlines, hooks and intros. Otherwise, your posts will not get the readership they deserve, as awesome as they may be.
Action steps
Remember: Most of your visitors will view your post on mobile devices, so keep it concise and to the point.
Seek inspiration from popular sites like The New York Times, The Guardian, Upworthy, BuzzFeed, and others. Look at trending headlines to find ones that make you want to read more.
Popular websites often employ clickbait headlines designed to generate clicks. While they teach persuasion, never use them for your content. They could harm your reputation, deter visitors, and negatively impact your SEO (search engine optimisation).
Look at site directories like AllTop, 9rules, and Substack Bestsellers (find them at the top of your homepage) to spot articles in your industry and study their headlines.
Seen an irresistible headline? Create a swipe file on a Google Doc or save a screenshot on Pinterest or your favourite note-taking app to inspire you later.
Jot down 20 headline ideas. For better results, write 100 headlines. The CoSchedule blog suggests your last 30 headlines are the most innovative.
Use online tools like CoSchedule's Headline Analyser to evaluate your headlines and select those scoring 80% or higher.
Use your favourite AI to brainstorm and refine ideas. This prompt can help:
You are an acclaimed copywriter who's helped hundreds of Substack Bestsellers create scroll-stopping content. Now I need your help with headlines & subtitles for my latest post. I'm going to share my article draft here. Please suggest 5 scroll-stopping pairs of headlines & subtitles as well as 2 magnetic hooks & intros and ask my for my favourite headline, subtitle and hook & intro. The intro needs to be detailed and lead naturally to the body. The headlines are also email subject lines, must be 50 characters max to fit mobile screens. After I reply, please suggest 3 iterations and explain your choices. Thanks a lot! ARTICLE: [PASTE YOUR ARTICLE DRAFT/URL]
2. Create content that people LOVE
Strive to create content that's unique and in-depth, and you'll attract new visitors, create buzz on social media and grow your Substack.
Here's why:
While most bloggers write "10 ways to do x during 2020,” you can create a post that helps or provides an actionable plan, or offers a fresh perspective, like an exclusive interview, industry research, or a step-by-step guide.
Remember: A decent post gets likes and shares. An epic post can generate a plethora of leads and have a significant impact on your business.
Other types of quality content you can create:
Case study
Live interview with a transcript
Product review
Exclusive research
Experiment
Roundup post
Ultimate guide
Resource list
Recipe
Action steps
Find a trending post in your niche for inspiration and emulate it, but don't copy it—originality is key to success!
Choose a content format — a resource list, recipe or maybe a product review. Now search on AI/Google [keyword + content format] for popular posts. For example, type [weight loss ultimate guide].
Create your first epic post. Remember, creating high-quality content takes time, but your post will never be perfect. Publish or schedule it when it's good enough, and then continue to tweak it later.
For example, images (except for the featured image), links, AI prompts and resource lists can be added later.
Epic posts are often long. Forget about ideal word counts; 2000-word posts or more can work as long as they’re valuable.
3. Avoid text-only posts
Sadly, most people skim online content instead of reading it thoroughly. If they don’t get hooked within 5 seconds or less, they move on.
So, how can you grab their attention and keep them engaged?
Easy! Create engaging content with bullet lists, italics, bold text, numbers, quotes, short paragraphs, stunning images, and a compelling headline and introduction to draw visitors into the content.
Since visitors prefer different content formats, consider enhancing your posts with videos, TED Talks, podcasts, and infographics. This strategy can increase sharing across platforms like YouTube, X, and Pinterest.
Action steps
Visit a video platform, such as YouTube, Vimeo or TED, or a platform like SlideShare.
Search for keywords and phrases relevant to your post.
Use the Embed button to add relevant media to your post, then add descriptions or captions for each element.
4. Ask your audience directly
Leverage your mailing list and social followers to conduct surveys using tools like Google Forms or SurveyMonkey.
Ask followers/subscribers on email/chat/DM, “What are you struggling with?” or “What article can help you get more followers?" Make it multiple-choice or open-ended. To increase the number of replies, offer an incentive, such as a free report or video.
Action steps
Jot down one or two key questions for your audience, avoiding Yes/No questions. Use open questions with the 5 W's (what, where, who, why, when) for better answers.
Choose a platform — do you have an engaged email list or a thriving Facebook community? Survey your most engaged followers.
Choose a method — send an email asking users to reply, link to Google Forms/SurveyMonkey, post on Facebook, or poll your audience during a video or live broadcast.
Offer an incentive to get more people on board. This can be as simple as a free checklist, video or early access to your upcoming product (even just one module).
Got enough answers? Now that's pure gold! Write a research post summarising your survey results, or use them as ideas for your next posts.
5. Hone your writing and copywriting skills
You don’t need to be a professional writer to produce excellent articles. Grasping basic principles and 'tricks' of the trade can help. Learn to craft compelling introductions, persuasive copy, and effective calls to action.
Remember:
Keep your content succinct. Focus on details only when necessary. Avoid creating overly short blog posts; the most valuable ones often exceed 1,000 words. Ensure the content is sharply focused, concise, and relevant, with no unnecessary fluff.
After proofreading, remove excess or verbose parts to ensure the text flows smoothly.
Use irresistible headlines to attract your readers and powerful introductions to draw them in.
End your posts with strategic calls to action (CTAs), telling your readers precisely what you want them to do - subscribe, share or leave a comment.
Engage readers by using straightforward, active language.
Remember: Online writing is about connecting with readers, so avoid sophisticated, clever or corporate language. In other words, write like you're talking to a friend.
Don’t say: "It is strictly advisable that one builds an email list."
Say: "Let me give you some useful advice. Build your email list!"
6. Save time by repurposing content
Here’s a massive time-saver: Any content you create can be repurposed into different formats.
For example, convert an article into a slideshow and then a video, or turn main ideas into X tweets. Or turn an article into a lead-grabbing email series.
You can also hire a freelancer or virtual assistant (VA) or use AI tools to transcribe videos into posts or press releases.
Create your epic post once and reuse it in various ways to maximise results.
Action steps
Identify a piece of content in which you take pride—one that you believe is exceptionally focused and valuable to your audience.
Consider three additional content formats, such as transcribing an interview and transforming it into quotes, tweets, a SlideShare, and a blog post.
A research project can be adapted into an infographic, a press release, and a lead magnet. You get the idea.
Now, consider whether to repurpose the content yourself or outsource it. You might be surprised at how affordable outsourcing can be.
7. Don't fly solo
Loners prefer cosy hotel rooms but miss social events like the bar cocktail party or poolside Havana event, where important business deals are often made.
Don't isolate yourself; connect with bloggers, niche sites, and community members to expand your reach. Linking out isn't risky—it's an opportunity for collaboration and increased traffic.
Sharing, hyperlinking, and connecting are key strategies for effective communication.
Compile a list of strategic partners and begin incorporating them into your content plan.
Create a roundup post that highlights various bloggers or quotes from another blogger.
Reach out to them on X or email, informing them they are featured on your site. This puts you on their radar.
Visit Dashboard > Stats. If you see high traffic from a specific publication or site, it may indicate an audience with shared interests. Contact the owner, thank them, and suggest collaboration.
Collaboration opportunities can include:
Interviews
Guest-posting
Mutual recommendations
Organising webinars and events together
Promoting each other's products
And many more
8. Keep track of your ideas
Ideas are unpredictable and can vanish quickly like soap bubbles, so always keep an ideas book—physical, digital, or notes—to jot down thoughts.
During free time, research and select the best ideas, especially early on, when you don't have a loyal following.
For promising ideas, make content outlines to save time and clarify your writing focus.
9. Stay informed and inspired
Want to create life-changing content? You must regularly consume high-quality content, especially in written form:
The most efficient way to access a large amount of content without repeatedly opening tabs is by using RSS (Really Simple Syndication). It creates a continuous feed of web content you can organise, read, or watch.
Sign up for an RSS reader. I recommend The Old Reader, an excellent RSS reader. There is a monthly fee, but it's small and well worth it.
Get an RSS browser extension like this one.
Whenever you come across a Substack/blog/site you like, add it to The Old Reader or bookmark it.
Create an email swipe file by labelling emails you like as ‘Swipe’. Over time, you’ll build a collection of intriguing emails to review. Marketing emails often focus on products or services, but they also teach valuable lessons in persuasive copy, strong calls to action, attention-grabbing headlines, and more.
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Now, over to you!
You’ve discovered how to create epic content. What are you doing to make your Substack irresistible?
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P.S. - If you enjoyed this post, please consider restacking/sharing it with your audience.
This allows me to create content that will help you transform your life into a vast Ocean of Wealth.
Resources
Rich media platforms:
Video etc.: YouTube | Vimeo | Metacafe | TED | Dailymotion | Instagram | SlideShare
Images: Midjourney | Microsoft Create | Canva AI | Unsplash | Pexels | Flickr
Repurpose your content:
Fiverr offers a wide range of services, including video and audio transcription, video production, AI art, and more. The turnaround is usually quick.
99designs: 99designs offers high-quality design services, including infographics, landing pages, ebook covers and more.
Virtual Stuff Finder: Founded in 2010, Virtual Stuff Finder (VSF) connects entrepreneurs with virtual assistants in the Philippines.
Rev: Rev.com provides quick and precise transcription services, advanced AI features and more.
Love your post Adam. Substack posts seem to follow many of the same guidelines as content writing. Literature benefits from the ability to write content.