After decades of writing everything from corporate white papers to ghost-written memoirs, I can tell you this: the dream of hitting it big with millions of readers is about as realistic as finding a parking spot in Manhattan during rush hour. And frankly, it’s the wrong dream anyway.
I learned this the hard way when I spent two months nearly driving myself (and my partner) to the brink of divorce creating an online course. My 19-year-old grandson had confidently declared, “If you want to make a fortune, publish a course online.” Wrong. Dead wrong. But that disaster taught me something valuable about the difference between chasing massive audiences and cultivating dedicated ones.
The internet was supposed to democratize everything for writers. Instead, it just made the room bigger and the noise unbearably louder. But here’s what I’ve discovered after watching thousands of writers struggle and a precious few thrive: the goal isn’t accumulating a massive audience of casual browsers anymore. It’s about finding your people—the ones who actually want to hear what you have to say. We used to call them your “tribe.”
From street performer to jazz club musician
Think of it this way. You can be a street performer with a thousand people walking by, most ignoring you, a few tossing loose change. Or you can be a jazz club musician playing for a hundred devoted fans who know every note, buy you drinks after the show, and tell their friends about you.
I’ve been both. When I was freelancing for major publications, I was the street performer—reaching thousands who barely remembered my byline. Now, I have nearly 10,000 followers across my newsletters and platforms, but not all of them are superfans. I’ve learned the difference between readers and believers. I truly value all my readers, and I am especially connected with the people who read deeply, implement my strategies, and let me know how it’s all working for them.
This whole concept got rocket fuel from Kevin Kelly’s brilliant essay “1,000 True Fans.” His math is elegantly simple: find 1,000 people willing to spend $100 a year on your work—books, courses, whatever you create—and you’ve got a $100,000 income. For most writers, that’s not just a living wage; that’s freedom.
The creator economy toolkit (warning: it’s overwhelming)
The creator economy is an exploding current system where writers, artists, and all sorts of independent creators can sell their work directly to their audience. We’re all building our own tiny media empires, powered by an ever-growing toolkit of platforms.
The tools available would make my younger self weep with envy. Back when I started, you needed a publisher, an agent, and the luck of finding a unicorn in your backyard. Now we have platforms like Substack and Ghost for direct reader relationships, monetization tools like Patreon and Ko-fi (digital tip jars that actually work), and product platforms like Gumroad or Payhip that make selling as easy as sending an email.
Then there are the Swiss Army knives like Systeme.io—which nearly broke my brain during that course-creation debacle. (Pro tip: their learning curve is steeper than a San Francisco street, and that’s coming from someone who mastered video creation in her seventies.)
The sheer number of options can feel like assembling IKEA furniture without instructions while blindfolded. But here’s the thing: you don’t need all of them. You need the ones that help you connect with your people. You have choices.
Your superfans are already there (you just haven’t noticed)
Here’s what nobody tells you: you probably already have superfans. They’re leaving digital breadcrumbs everywhere, and most writers are too busy chasing new readers to notice them.
They’re the ones who open every email and actually hit reply with thoughtful questions. They’re in your comments section, engaging not only with you but also with other readers. They bought your main product and that little $4.99 PDF you offered as an afterthought. They share your work without being asked because they genuinely believe in what you’re doing.
During my course creation marathon (eight hours a day, seven days a week—don’t try this at home), these were the people asking when it would be ready. They didn’t care about fancy videos or AI-generated graphics. They wanted my take on building a writing career because they’d been following my journey. They understand that I always offer value.
How to turn readers into raving fans
You don’t find superfans; you create the conditions where they can flourish. After decades of watching what works, here’s what I’ve learned:
Ask for their opinion. When I was planning my course modules, I asked my most engaged readers what they were struggling with. That input shaped everything from the content structure to the pricing. People who help create something feel ownership in its success.
Move from broadcast to conversation. When someone leaves a thoughtful comment or replies to my newsletter, I send a genuine, personal response. I’ve seen single email exchanges turn casual readers into devoted advocates faster than you can say “unsubscribe.”
Create an inner circle. Give your most dedicated followers something special—a private Discord channel, early access to new work, or beta reader opportunities. I’m considering a small group for testing new article ideas before they go live. It signals that you value their engagement and makes them feel like part of your creative process.
Solve their next problem. This is where most writers fail. They create something, then wonder what to make next. Instead, pay attention to what your superfans do with your advice. If they’ve used your writing tips to start a blog, your next product should show them how to grow their audience. If they’ve built something, teach them to optimize it.
The business case for depth over breadth
Here’s the practical reality: superfans provide sustainable income. They don’t disappear when algorithms change or platforms implode. They buy multiple products, refer friends, and provide the kind of social proof that no amount of advertising can match.
They always know where to find you.
During the course launch, my presales came entirely from existing followers—people who’d been reading my work for months or years. They didn’t need to see fancy sales funnels or testimonials. They trusted me because I’d consistently delivered value and shared the messy, unglamorous parts of the journey.
That’s the difference between having an audience and having a community. An audience consumes; a community participates. An audience might buy once; a community buys repeatedly, brings friends, and recognizes the value in what you do.
The reality check
Will focusing on superfans make you rich? Probably not. My grandson was wrong about online courses being a path to fortune (he gets his information from Discord and YouTube anyway). But superfans give you something more valuable: independence, creative freedom, and the deep satisfaction of knowing your work matters to people who truly appreciate it.
After nearly losing my sanity creating that course—and almost my relationship in the process—I’m back to writing for the nearly 10,000 people who follow my work. Some are casual readers, but the ones who matter most are the superfans who’ve been with me through every project, every pivot, and every honest admission of failure.
They’re the reason I can work 3.5-hour days instead of the grinding 60-hour weeks of my younger years. They’re why I can take creative risks and write about topics that matter to me instead of chasing trending keywords. When I send them an email announcement, they hop right over to see what I have for them this time. And they bring other writers along.
Find your 100 superfans. Serve them brilliantly. The million readers can wait—you’ll be too busy building something that actually lasts, then you can devote some thought to expanding.
Tired of waiting for your superfans to find you? Let me solve the problem with The Story Funnel Playbook—not a sales funnel (yuck!) but a way to woo your shy superfans with a can’t-miss strategy. You should buy this playbook and implement the plan!
Thank you so much for this newsletter. It🤗 reminds me of the saying: people do business with those they know, like, and trust. These people become repeat customers/clients. Quality over quantity.
Another great bit of info, Maryan. Out of about 1700 subscribers (free), I have what I would say are a few hardcore regulars. And I love that. It's okay it's not a thousand. It may become that someday, or it may not. But there are definitely readers who are aware of my nuances, etc.. I enjoy that.
As my energy level increases (it has been heading up), I need to do more of your suggestions. I typically respond to every comment, but I don't have a discord channel yet! :-)