How to Turn Your Readers Into Promoters (Without Paying for Ads)

Author

Reginaldo Osnildo

Want to grow your Substack newsletter without spending a dime? Learn how to activate your readers as loyal promoters using smart, authentic strategies.

Hey again, it’s Reginaldo Osnildo—cheering you on as you grow your local newsletter!

By now, you’ve probably heard the golden rule of online publishing:

“If you want growth, you need paid ads.”

Wrong.

There’s a better way—and it’s free.

It’s called the reader referral flywheel.

And it works like this:

You create great content.
Your readers share it because they believe in it.
Their friends subscribe.
Those new readers become fans… and the cycle repeats.

But here’s the secret: it won’t happen on its own.

You have to ask, guide, and reward.

Let me show you exactly how to turn your readers into promoters—naturally, enthusiastically, and sustainably.

1. Ask for Shares in a Human Way

Skip the corporate CTA. Try something honest:

“Know someone who would love this? Forward it to them!”“Help me reach more folks in [City]—share this with a friend.”

Put this after your best content or at the very end of your email.

People share things that are personal, helpful, or surprising.

Make your ask feel like an invitation, not a transaction.

2. Use Substack’s Built-In Referral Program

Substack lets you:

Turn on referrals
Set rewards (e.g. bonus content, shoutouts)
Track who referred whom

To enable it:

Go to Settings > Referrals > Activate

Then promote it regularly:

“Refer 3 friends, get a digital bonus.”
“Top 5 referrers this month get a local coffee on me!”

Gamification + gratitude = growth.

3. Highlight Readers Who Help You Grow

Celebrate the people behind the scenes:

“Shoutout to @Carlos and @Marina who each brought in 5 new readers this week. You rock!”

You can also add a monthly section:

“Community Ambassadors”
“Top Referrers of the Month”
“Local News Champions”

It makes support visible and viral.

4. Give Readers Something Worth Sharing

Let’s be real—people only share content that:

Makes them look smart
Helps their friends
Reflects their values

Make your newsletter:

Quote-worthy
Locally insightful
Visually engaging
Actionable

And if you’re feeling bold, add share buttons under key sections.

5. Create a One-Page “Why Subscribe” Post

Make it easy for your current readers to pitch you.

Write a post called:

“Why You Should Subscribe to [Newsletter Name]”

Include:

Who it’s for
What readers get
A few testimonials
A big “Subscribe Now” button

Then tell readers:

“If you love this newsletter, this is the post to share.”

Simple. Smart. Shareable.

6. Launch a Reader Challenge

Once every few months, try something like:

“Let’s grow this community! Refer 5 friends in 7 days and get a free shoutout + bonus post.”

Add urgency with:

Deadlines
Public trackers
Fun prizes (even a sticker or local gift card works)

Community drives create momentum.

7. Make Referrals Feel Like Membership

Frame it as joining a mission, not just spreading content.

“This isn’t just a newsletter—it’s a movement for smarter, stronger local connection. Bring your friends in.”

Turn referrers into ambassadors with:

Custom titles (Founding Member, Local Ally, Civic Connector)
Bonus materials
Early access to content

Let them feel invested.

8. Use Social Proof to Spark More Sharing

In every email, mention moments like:

“500 people read this issue”
“10 new subscribers joined us last week”
“Shared 50+ times in the past month!”

When people see momentum, they want to join the wave.

9. Reshare and Engage When People Promote You

If someone posts about your newsletter on social:

Like it
Repost it
Thank them
Tag them in a future post

It reinforces the behavior—and shows others that you value every share.

10. Track Referrals and Improve Over Time

Use:

Substack’s built-in stats
Google Forms for manual referral tracking
UTM links for advanced setup

Every month, review:

What content gets shared the most
Which referral rewards perform best
Where new subscribers are coming from

Use that data to tweak and repeat.

Want the Full Growth Blueprint for Your Local Newsletter?

If you're ready to grow your Substack newsletter without burning out or spending on ads, you need a real system—a roadmap built for local creators like you.

Here it is:

👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network

Inside, you’ll get: