How To Use Substack Notes To Create A Neighborhood Filled With Your People

Substack Notes aren't going away as a growth strategy... but something *has shifted* in how they're working... July 2026 update!

Every week I consistently get most of my new subscribers from the Notes feed.

And they never of come from “viral” moments.

They come from Notes that made me laugh while I was writing them, or ones that felt like inside jokes with people I haven’t met yet. Some that would make certain people scroll past — but make MY people stop and think, “Wait, who IS this?”

“People like us do things like this.”

Seth Godin said that.

It’s become my entire Notes strategy. I don’t write for everyone. I write for people like me — people who are tired of the same recycled advice, allergic to guru tactics, and done performing for algorithms. And when you write for people like you, they find you. They always do.

The truth is, I’m all-in on Substack. When I’ve promoted on other platforms, statistically, nothing different happens. My growth is coming from within Substack. So that’s all the reason to go all-in on Notes.

But what type of Note keeps people subscribing?

I’m going to try and break that down here… so keep reading!

Here’s the pattern I keep seeing in my own Notes—and the ones from other writers who consistently attract the right people.

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The “People Like Us” Substack Notes Framework

These aren’t random shower thoughts. They’re positioning statements disguised as observations. Each one draws a line in the sand: here’s what I believe, here’s what I reject, here’s what people like us do differently.

The right readers see themselves in it. The un-aligned ones scroll past. That’s the point.

Here are the 4 types of “People Like Us” Notes that work:

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1. People like us hate the same things

The formula: Call out what you (and your people) are tired of seeing, doing, or tolerating.

• AI slop that sounds like everyone else.

• Guru tactics that feel manipulative.

• Performing for algorithms instead of connecting with humans.

• Social media that makes you feel like you have to become a reality TV star just to get likes and comments and follows.

I’m not trying to appeal to everyone. I’m trying to REPEL the wrong people and magnetize the right ones.

This one took off because it named what people like us were already feeling — but hadn’t said out loud yet. When you articulate shared frustration, you create instant resonance.

Why it works: You’re not complaining for the sake of it. You’re validating an instinct your readers already have. You’re giving them permission to reject the thing they’ve been quietly uncomfortable with.

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2. People like us laugh at the same things

The formula: Find the absurdity in what everyone else takes seriously or what is considered normal.

Could be ridiculous advice like “just post consistently!” Growth hacks that promise the moon. The bizarre performance culture of LinkedIn motivational posts. Inside jokes about how broken your industry is.

When I write Notes that make ME laugh, they land. This one came to my mind.

Why it works: Humor is a filter. The people who get the joke are YOUR people. The ones who don’t? They’ll scroll past. And that’s exactly what you want.

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3. People like us value the same things

The formula: Name what matters to you—and what doesn’t.

This is the filter for every Note I write. Does this add substance, or am I just filling space? Does this sound like me, or am I performing for strangers?

When you lead with your values, you attract people who share them. It’s that simple.

Why it works: Values are polarizing in the best way. Some people will nod along. Others will disagree and move on. Both outcomes are good — you want self-selection, not mass appeal. And when they really hit? They get restacked… which grows your list faster!

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4. People like us are tired of the same things

The formula: Name the thing everyone’s sick of but nobody’s saying.

Hustle culture. Cookie-cutter advice. Being told to “niche down” until you’re unrecognizable. Courses that promise results but deliver recycled Canva templates.

I write Notes that call this stuff out because I’m tired of it. And every time I do, my comments fill up with “THANK YOU for saying this.”

You’re not the only one who’s done with this. Your people are too. Say it out loud.

Why it works: Naming collective exhaustion creates instant camaraderie. It doesn’t come across as venting — you’re validating what your readers are already feeling.

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How to reverse-engineer this to find YOUR people

Here’s the framework I use (with my examples below them):

Step 1: Make a list of what pisses you off about your industry

• AI-generated advice with no soul

• Gurus selling $10K courses about “how to manifest being rich”

• Growth hacks that feel slimy

Step 2: Make a list of what makes you laugh or lights you up

• Absurdist humor about the state of social media

• People who are real about their struggles

• Specificity over generic advice

Step 3: Write Notes that lean into BOTH lists

• Call out what you hate (repels the wrong people)

• Celebrate what you love (magnetizes the right people)

• Use YOUR voice, not the voice you think you’re supposed to use

Step 4: Test every Note before you post

• Does this feel like ME or like I’m performing?

• Would I engage with this if someone else wrote it?

• Does this make me laugh/feel something, or am I just checking a box?

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The pattern I’ve noticed

My anti-AI slop posts hit because my people also hate it.

My anti-guru posts hit because my people are also allergic to manipulation.

My “social media is exhausting” posts hit because so are my people.

I don’t need to guess what will resonate because I write what already resonates with me, and people like me keep finding it.

That’s how you attract more subscribers and followers in a week without worrying about gaming an algorithm. You write stuff that feels like you, and people like you keep showing up.

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People like us do things like this

Your Substack Notes strategy doesn’t have to be about trying to going viral. And it’s way more fun just to be unapologetically you that the right people can’t help but subscribe.

So write Notes that:

• Make YOU laugh

• Call out what YOU hate

• Question what YOU question

• Sound like YOU talking

People like us? We find each other. We always do.

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This is a July 2026 update of a previously posted post about Notes. Notes are still super important for growth on Substack!

If you’re new here, I invite you to subscribe and hang out a while! My whole deal is anti-guru, pro-let’s have fun building our Substacks together. I write about writing that build your online presence with your unique experience and expertise, and how to monetize it.

If you’re looking for a fun and structured way to get more visible on Substack, this is a great time to upgrade to paid!

For 10 days starting this Wednesday July 15th, I’m hosting the Aligned Visibility Sprint.

For new Substackers and veterans alike who are feeling like they need a visibility boost, a low-pressure and fun way to connect and collaborate with other Substack writers who are your people.

Upgrade to paid (any tier!) and get access to the challenge!