I Analyzed 50+ Viral Substack Notes: Here's the 3 Types of Notes that Drive the Most Growth

I've coined a new theory of the Internet in 2025.

It’s the basis for my new company.

I call it the "Boutique Impact" Theory.

Five years ago, audience was king. Make content, build audience, profit. I know this firsthand. I served 7,000+ Write of Passage and Second Brain students, many of whom wanted to build an audience. Most people sharing on the Int... See more

In my past experience as the VP of Product at Substack, and now as the cofounder of Every, I’ve noticed an obvious pattern to the moment when paid newsletters generate the most subscribers: It’s when the writer sends an email to free users that is primarily a pitch to become a subscriber. This could take the form of an announcement, a regular remin... See more

Step 2: Master the 3 Types of Notes

Not all Notes serve the same purpose. I rotate between three types:

Community Notes : Behind-the-scenes moments, asking questions, sharing struggles. These build connection and tend to convert followers to subscribers.

Educational Notes : Quick tips, insights, mini-lessons. When people scroll through your feed, the... See more