EXPERT session - Audio for connection and conversion from free to paid subs on Substack
with Lindsay Johnstone this May!
Diamond Members get opportunities to DEEPEN their Creative Practise and grow their understand and their opportunities here on Substack.
You can read more about the benefits and join us for a year as a diamond member here.
NEXT week we are writing our About Pages with professional copywriter and storyteller
Hi all
I’ve got SUCH an exciting announcement for you today.
As you know I’ve talked a lot in the sparkle calls about my theory of using audio for deeper connection on Substack - it’s real and I’ve found the evidence!
I’m always BOWLED over by how many people listen to my podcast - currently heading towards 16k downloads - whaaaat?! I just can’t believe it - thank you thank you thank you!!!
I wanted to write to you today and tell you about my pal
.Lindsay has been part of my paid community here at
since the beginning. She is a writer, a creative and she uses Substack in explosively brilliant ways. Her craft is super impressive - I’m a bit in awe of her tbh.She’s active on notes and her publication grows each and every single week.
Lindsay is doing dazzling things here with audio in a grounded and authentic way!
In February 2024, she became a Substack Bestseller (over 100 paid subs) and I was thrilled to find out that her percentage conversion is OVER 14%. This is the highest I’ve come across in my circles.
We all have different goals here but if your goal is to convert MORE of your subscribers to a paid community and you’re interested in how audio can help this is the session for you!
As I’ve shared with you all previously we can expect anywhere between 1-10% of our readers to become paid subs. Average is 3-5%, 10% is WAY high!
So how did she do it? Well the answer is multi-faceted of course and that’s why I’ve invited her to speak with my Diamond Members live as we podcast on Friday 10 May, 2-3pm (UK time).
We’ll stop our recording and give you space and time to quiz Lindsay at the end.
The podcast will be out to everyone (free and paid subs) here at
by July.
About Lindsay
Lindsay (she/her) is a writer based in Glasgow, Scotland. Her roots are firmly in the west coast, though she has been known to travel when the occasion calls. She writes about motherhood, the impact of intergenerational trauma and the interplay between the natural world and our mental health.
Lindsay was the recipient of a John Byrne Award in October 2022 and has been shortlisted for the 2022 annual Award. She was shortlisted for a Writers’ Award at the Scottish Mental Health Arts Festival in 2022 and was supported by Creative Scotland and ASLA's emerging writers' programme, Our Voices, in 2021. Her memoir, Held in Mind, is currently on submission with UK publishers.
In her former life as a high school English teacher, Lindsay wrote for the Herald and BBC Bitesize. She is a regular voice on BBC Radio Scotland, and can (mostly) be trusted with a microphone. By day, she works at Scottish Book Trust and by night, performs more than her share of caring duties for her family’s many pets.
What we’ll cover at the podcast recording session
Lindsay’s work and journey to her “best selling” Substack
Using audio, the practical, the techniques, the way with it all
Deep connection with readers/ listeners
Converting readers to paid subs
Next steps for Lindsay’s Substack and her big dreams including how she’s working on her first novel and a new narrative non-fiction book, the concept for which has come directly as a result of connecting with readers and writers on Substack!!!
Questions and answers for my Diamond Members LIVE (not recorded)!
Have you thought about how to use audio for your Substack?
Come join us and remember we just covered this topic in the Sparkle Call too. Congrats to
for taking gorgeously measured action on this!See you next week,
Claire
 | A guest post by
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So interesting! I launched my memoir on Substack 3 months ago and recorded an accompanying audio version for my most recent post 2 days ago. It generated some really positive comments. Thank you so much Clare for your generous sharing. It’s so helpful to newcomers like me. And Lindsay’s Substack sounds great. Will definitely have a read.
This will be a stunner of a convo. Can’t wait Claire. I’m a big fan of Lindsay’s - her voice is like honey. Thanks for your big ♥️