Should You Choose a Niche? Here’s What Most Creators Get Wrong
The right question will give you better insight
I first discovered Substack in June 2024.
Before then, I wrote on several platforms online: Medium, Quora, LinkedIn, and X.
One day, I was reading an article on Medium, and the writer talked about how they managed to grow their newsletter to thousands of subscribers in a matter of months.
Naturally, I had to find out how they did it.
That same day, I launched my own newsletter: Creators Playbook.
After spending a few hours setting everything up, it was time to write my first post. My mind went blank.
I didn’t know what to write about or who my audience was.
But all I knew was this: I was curious about content creators and how they made money online.
I’d been following a few of them for a while, subscribed to their newsletters, and I always read their stories.
I enjoyed reading about how they grew their audiences, launched products, and built businesses out of writing.
One creator I really admired was Justin Welsh.
He built a million-dollar business sharing his knowledge on LinkedIn and X.
He's made over $2 million just from digital products and coaching.
I found that fascinating.
Like, how do people just write online and turn it into a full-blown business?
Still, when I started, I had no clear plan.
So I did what most new writers do; I just started writing whatever I knew.
Fast forward 10 months, and Creators Playbook has grown to over 1,600 subscribers, and it’s still growing strong.
Not bad for winging it, right?
A few days ago, I had a coaching call with a fellow writer here on Substack.
She asked me: “Should I choose a niche if I want to grow my newsletter?”
Here’s what I told her:
“The most important thing when starting a newsletter is knowing why you’re starting it in the first place.”
That might sound simple, but it’s the foundation of everything else, including whether or not you should niche down.
Let me explain.
Some people start newsletters as a creative outlet.
They want a place to share personal stories, explore their thoughts, or document their life.
They’re not trying to make money from it. They’re just writing for the joy of writing.
If that’s you, then no, you don’t need a niche. Just write what you love and let your voice guide the way.
But if you're serious about turning your newsletter into a business.
If you’re serious about growing an audience, monetizing, or building a brand, choosing a niche is important.
Why?
Because your newsletter isn’t just a journal anymore. It becomes a channel for helping people solve specific problems.
And when people know what they can expect from you, they’re more likely to subscribe, stick around, and eventually buy something you offer.
Here’s another lady I had a call with recently.
She survived domestic abuse and wants to use her voice to help other women who are going through similar situations.
Her newsletter is focused on sharing resources, offering support, and telling stories that other women can relate to.
She’s building a coaching program around this mission.
Her niche—women overcoming domestic abuse—is crystal clear, and it aligns perfectly with her end goal.
Another writer I had a chat with is a teacher.
She wants to help parents who homeschool their kids by sharing educational tips and simple learning exercises.
Her dream is to create digital products like worksheets and lesson guides.
Again, her newsletter has a clear purpose and direction.
It’s niche-focused, and it’s aligned with her business goal.
So here’s the real answer:
Whether or not you need a niche depends on your why.
Do you just want a space to express yourself, or do you want to grow something bigger, something that can generate income or lead to new opportunities?
If it’s the latter, then choosing a niche is going to make your life a whole lot easier.
How to Find the Right Niche: The 3-Point Intersection
Now, let’s talk about how to choose a niche because I know this can feel overwhelming.
You don’t want to pick something that feels boring or forced.
Otherwise, you will burn out.
You want something that feels natural, exciting, and full of potential.
Here’s a simple 3-part framework I like to use:
Interest, Experience, or Expertise
Choose something you’re genuinely curious about, have experience in, or are actively learning.
You don’t have to be a certified expert.
You just need to care enough to keep showing up and writing about it.
I didn’t know much about content creation, but I was curious enough to learn. This became by niche.
Audience Demand
Make sure there’s a group of people out there who are interested in what you want to write about.
You don’t need millions, just a small, reachable audience that resonates with your message.
Search online communities, Facebook groups, Reddit, and YouTube.
Google search to see if people are talking about the topic you want to explore.
Monetization Potential
Can this niche support a product or service?
Could you offer coaching, write a book, or build a course around it someday?
If you want to turn your newsletter into a business, this part matters.
When you find the sweet spot where all three overlap, that’s your niche.
So, should you choose a niche?
If you’re writing for fun, not necessarily.
But if you’re building something long-term, a business, or a brand, then yes, choosing a niche will give you direction, focus, and clarity.
Also, remember, your niche isn’t a prison.
It’s a starting point.
You can always evolve as you grow.
You don’t need to have everything figured out on day one.
I didn’t. Most creators don’t.
The most important thing is to begin with a clear why and let everything else unfold from there.
Want to grow your newsletter faster?
I put together a free workshop called “10X Your Newsletter.”
In this short video lesson, I share 10 tips that helped me grow my newsletter and gain thousands of subscribers over the last 12 months.
If you're serious about growing your newsletter, click the button below and grab the free workshop.