REPLAY - The Four Buyer Types on Substack

+ Sales Psychology and How not to Feel Weird about it.

The Holidays are coming 🎄 and I’m running a set of Christmas Classifieds (ads) - you can sign up for the waitlist to get more details to book an affordable slot to advertise to over 11500 readers right here. Special offers for members! ✨

Hi Sparklers,

After some chats with you all, I’ve bumped up our Sales Psychology and How Not to Feel Weird About it class from November to TOMORROW so you can be ready for any end of year/ new year sales you might want to do.

When I talk about sales I mean the selling of paid subscriptions/ memberships not flash sales or discounts.

When I talk about sales psychology that’s the piece that makes someone want to buy from you. (sometimes flash sales or discounts but not always and you don’t have to).

Chicken before egg?! 🐣

The missing piece is that you also must want your readers to be here… this is mostly energetic… it’s also multi-layered and complex.

More in my FREE Audience Alchemy Class (replay)

Substack is a complex platform.

For lots of reasons but from a sales POV because we share it with celebrities, best selling authors, award winning journalists, incredible writers - tens of thousands of others who also ask for paid subs.

I want to reassure you, you can still be authentically you without mimicking what they do and still get paid on your terms.

Feeling in…

There are some factors at play when it comes to buying into a subscription here on Substack…

Our buyer behavior is often different to that of our readers. Not always but we can’t model what we would pay for on what they would/ will.

I thought it would be helpful for you to sink into these - journal on them and audit your own Substack before our masterclass tomorrow if you’re coming?

1. The ‘know, like and trust factor’. Believe me when I say you want all three before someone buys from you. When I’ve had buyers in my world on impulse there have been issues. You’re not for everyone and neither am I - good job we don’t have to be. Price slice sales tactics that override nervous systems and conscious thought can end in tears. We covered more about this in the

   Vibrant Visibility Challenge (September 2025)
   - posts still visible for a short time for free.

2. Platform trust - this is THE biggest failing I see in most people I work with - you have to explain how this platform (Substack) works, keep clarity about pausing and renewing subs. I’ve processed four refunds this week - people just don’t know the procedure and they miss things.¹

3. Value and what they get - we are all intrinsically valuable and so is our work but people have to understand how to navigate your space and the archive unless you’re running a patron model. Your readers have to recognise the value and stay connected to it.

🛒 The Four Buyer Types on Substack ✨

1. The Supporter

Why they buy: They love you or at least they are super fond of you. They believe in your work, your voice, and your mission, they’ve bought your books or into your work somewhere before, follow you on socials, tell all their friends about you.

Buyer Behaviour…Your supporters:

• Often subscribe early or without reading every post.

• View their subscription as a thank you or a patronage gesture, likely to pledge before you turn on paid subs. They expect way less from you than you might think.

• Stay long-term especially if they feel emotionally connected or part of your story.

• Tell their friends and colleagues about you and shout you out in Notes.
  

How to nurture them:

• Share personal reflections, behind-the-scenes updates, and gratitude.

• Let them see the human behind the work - special invites are a great way in.

• Occasional “thank you” notes or supporter-only posts go really far.

NB - the supporter will leave if they don’t feel seen or get bored.

To read about the other 3 buyer types on Substack and how to spot them you can become a member of

Sparkle on Substack

- we’d love to welcome you to our community of over 400 lovely writers, creatives, wellbeing enthusiasts, business owners and expressionists. You can continue reading about the 4 buyer types and our class replay is below.