A year on: was starting a second Substack the most unhinged decision I ever made?

The accidental magic of writing honestly on the internet

Apr 08, 2026

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Hi friends,

A year ago I did something that made absolutely no sense for my workload: I started a second Substack.

I was struggling with health issues, I had an unwell, elderly father two hours drive away. I had a busy Substack already, a business of my own in a cost of living crisis, a daughter just started at Uni, and piles of uncertainty all around me.

So a second publication was a no brainer, right?

I had started to have a pinchy feeling whilst writing Letters from Therapy. I loved it, of course, and growing quite fast at the start, in 2024, was a dream come true. Making friends, getting heartfelt feedback. I felt such deep satisfaction, and a sense of purpose that had my heart beating a little faster.

I had written a few posts about my experience of being a writer, an online therapist write, but it didn’t really fit my publication. I was writing for people who felt a bit lost, who wanted to reconnect with themselves, and I wrote tools and tips for them. I shared personal stories too, but it felt strange to also to write about my experience as a writer. It felt a bit ‘off., a bit intrusive, for many of my subscribers there are going through difficulties - that was why they were there.

The Moment it Clicked

So, a light came on, and I started Therapeutic Writers on Substack as a place to write about writing, and all that goes with it.

A space not just for me, but a space where likeminded therapeutic writers, healers, wellbeing friends could be honest with each other. Not just about our craft, but about all of it. The self-doubt, the imposter syndrome, or weeks where you pour your heart into an post, and it’s met with silence.

This place became somewhere that held the behind-the-scenes reality of writing as a space holder on Substack. It felt isolating sometimes, and I knew I wasn’t the only one.

Letters from Therapy had been running for over a year by then. I was, and still am immensely proud of myself. I was so afraid I wouldn’t be able to keep it up, to show up each week indefinitely. I didn’t know if I would experience crickets or rejection, or dizzying success. I felt those same fears swirl around me as I wrote here too.

Writing on Substack often left me feeling vulnerable and exposed.

At times, in growth periods, I still spend too much time looking at my stats (hello undiagnosed ADHD! I seek a lil’ dopamine hit, despite being a therapist, a 51 year old mum to a grown up, I have my own business and home. Get a grip, I tell myself, and turn to chocolate. Kidding! I turn to writing! 😉)

Starting a second publication was an interesting choice! Because writing once a week is enough for any schedule!

Would anyone come or care (you did! Steady growth since to 490 of us.

The success for me of Therapeutic writers is quieter than at Letters from Therapy, smaller numbers, but higher engagement rates, support for me/us and high conversion to paid subscriptions here of 7% (thank you, it is you that keeps me going here!)

What Makes this Space Special

I put no pressure on this publication for growth or income, though it comes by itself.
I shared my personal experiences of writing on Substack, the things I grapple with, because I think you grapple with the same things.
This means we are all in the same boat, which makes my writing relatable.
We want community, writing can feel isolating, being in a healing profession or role can feel lonely too.
We all want to understand the changing online landscapes, and how we manage this, especially Substack, algorithms, phone-life, (I’ll share a notes growth update soon!)
We probably all have a bit of imposter syndrome, self doubt, and loud inner critics, and this space is the antidote!

Lessons From Running Two Substacks

It’s a lot.

Some weeks, I don’t know which one to sit down with first. Sometimes my ideas pile up faster than I can write them! All weeks actually! Strangely, I don’t feel that I’m spreading myself too thin - because I love writing both, they feel very different, and this place is my nourishment for Letters from Therapy.

There is a difference in how I write them both.

I am getting better at writing and scheduling ahead on Letters from Therapy. I plan. I have loose ‘arc’s’ for seasonal work. I create series to take people through a journey. I worry more. I try harder.

Here at Therapeutic Writers, I write on the day, or the day before I post, which feels more fluid and easy going. I write about what is bothering me, or what I am going through. It feels more like a ‘normal’ Substack, rather than a Membership for ‘reader-clients.’ Maybe that ease and authenticity is why a larger proportion pay me here?

The Emotional Reality of Writing On Substack

Time. Energy. Meeting expectations. The burden of the promise we make, especially when life’s curveballs show up. In midlife, they come from all sides, but i’m better at catching now.

These obstacles don’t go away.

The self-doubt may stay after our first post, or our hundredth.
The tumbleweed still rolls.
We can loose our bestseller status.
We can see that horizon only in our dreams.
A troll gets you right in your left atrium.
We’ll get left out of invites.
The imposter syndrome still comes.
Your strategy to gain more paid subscribers results in loosing more.

But we can still show up.

We can change our relationship to what we do, and write anyway. We can trust that someone is pondering a little differently because of our writing. We develop the skill of showing up consistently, imperfect, and human, despite it all. We learn to ride the waves.

This is my greatest achievement!

I’ve written this year about things I ponder as a Substack writer. My growth strategies that worked, the Substack obligation trap, goals, my Substack earnings, finding our light, writing when you’re tired and vulnerable, about self-disclosure and boundaries. I grabbed the fire horse energy with both hands.

Even about whether Substack is too saturated with therapeutic writers like us.

Spoiler alert: it isn’t. There is always room for your authentic voice and everything that brought you there.

If it feels right, do it. If not, tweak it. And you can always break; all experiments teach us something.

If you’re just starting out, or thinking about starting, I will soon share what I would do if I was starting on Substack in 2026.

The Real Rewards of Writing on Substack

We talk a lot about subscriber numbers, conversion rates, income. And yes, some financial recognition for this work matters for many of us (it is a lot of work, I spend about 2 full days here a week, often more, for a below average income, (and I’m happy to).

And then there’s you.

Writing this publication has given me somewhere to unpack the questions I have, the lessons I learn. To chat with you. It has been unexpectedly therapeutic!

I loved inviting other writers on here for the interviews (more amazing writers on the way!) Sarah D Rees , Sarah Raad Emma Simpson Gabrielle Treanor Dr Vicki Connop Amanda Saint have shared their thoughts. Hearing the process of others, struggles and tips is pure gold.

Letters from Therapy is educational, though here at Therapeutic Writers, it feels more like pulling up a chair next to you, and we are here together.

Perhaps that’s what we all need, not only to give support, but to receive it.

We spend so much of our energy holding space for others on Substack. This is a space to hold us too.

So here we are, one year in! I am so grateful you are here with me. What about you?

Are you just starting out? Feeling stuck? Growing faster than you expected? Wondering whether to quit? Share your name, where you live, your Substack - what it’s about, and the url. How can we help you?

Thank you for being here. I’m not going anywhere!

With so much love,

Kate x

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Therapeutic Writers on Substack is a space to gain clarity, confidence, inspiration and community for therapists, psychologists, coaches and health and wellbeing writers on Substack. Tools, tips and behind the scenes at Letters From Therapy. Join us!

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