Leigh makes the worlds of social media and “content" accessible to all - but perhaps her truest gift is an intuition that connects writers with their readers.
Leigh, I love how each of these case studies reframes “platform” as something organic and narrative-driven rather than transactional. What lands for me is the way you treat audience-building as an act of translation: Jessica translates the invisible labor of motherhood into thriller-ready stakes; Martha translates architectural memory into collective resilience; Brisa translates Broadway sparkle into bookish delight. In all three, the bridge isn’t a marketing tactic so much as a shared sensory image (legal pads on a kitchen table, a farmhouse on the Vineyard, a cocktail shimmering in theatre lights) that lets two seemingly separate crowds recognize themselves in each other.
That lens feels especially urgent for those of us whose first following came from teaching craft. It’s easy to become an advice-dispensing automaton; harder to pivot that trust toward a story that isn’t how-to at all. Your reminder that “permission often arrives disguised as nostalgia” (those yellow legal pads!) is a nudge I needed—because sometimes the most powerful sales copy is simply an origin myth told clean.
Curious: when you’re helping a writer collapse two lists into one, how do you decide how vulnerable to go in that first unified post? Jessica went all in on personal history; Brisa led with playfulness and memes. Is there a rough heuristic you use—context, genre, existing parasocial intimacy—when calibrating that first bridge?
Yes, I agree with you that the techniques of storytelling can be used in marketing.
If you create content that teaches the craft of writing, you will attract an audience of aspiring writers. But I think a lot of writers wish they were attracting *readers* so that's where they get stuck.
I'm following my client's lead always in terms of what to share/how vulnerable to get. I'm listening closely to what they say and thinking about how to turn their preoccupations into content. I also ask them at the very beginning what gives them the ick on social media and what they want to avoid, so I know where the guardrails are. I never want my clients to feel publicly exposed. (I don't want to feel publicly exposed!)
I'm so glad to be working with you! It's truly been transformational with the way I view Substack and social media in general. 💚💚 Thanks for the shout out!
Really appreciate you sharing these case studies and not only introducing us to other authors and seeing how they've bridged audiences, but also introducing us to fabulous books we may not have been aware of on our own.
It has been so much fun working with you, Leigh. You transformed my whole social media approach and made the new book such a success. I envy those lucky Hype House writers!
This is so helpful. I learned about your work on the Blocked and Reported podcast.
I have two audiences- this Substack where I write about my life in France (my husband is French), but I skewer stereotypes about the French and Americans.
The other newsletter is for my marketing communications firm, mostly working w/ think tanks and advocacy groups.
Good question. To clarify, it is not a book, it is my business.
Based In Paris Substack: People interested in different perspectives about “La Vie en Rose” (typically right-leaning ppl or those open to a right leaning perspective)
Marketing Memo (my business newsletter): People in advocacy, public interest legal groups, think tanks who need marketing communications support (most of which are right of center or Jewish)
If you’re trying to get more customers for your business from your audience who follows your Paris Substack, can you talk about your job in the Paris newsletter? Check out Lucy Werner on Substack—she teaches PR and also writes about her life as a Brit in France in the same newsletter
I just registered! I'm excited! Ahh!
Great! will email you the Zoom links tomorrow
Leigh makes the worlds of social media and “content" accessible to all - but perhaps her truest gift is an intuition that connects writers with their readers.
thank you Melanie!
Leigh, I love how each of these case studies reframes “platform” as something organic and narrative-driven rather than transactional. What lands for me is the way you treat audience-building as an act of translation: Jessica translates the invisible labor of motherhood into thriller-ready stakes; Martha translates architectural memory into collective resilience; Brisa translates Broadway sparkle into bookish delight. In all three, the bridge isn’t a marketing tactic so much as a shared sensory image (legal pads on a kitchen table, a farmhouse on the Vineyard, a cocktail shimmering in theatre lights) that lets two seemingly separate crowds recognize themselves in each other.
That lens feels especially urgent for those of us whose first following came from teaching craft. It’s easy to become an advice-dispensing automaton; harder to pivot that trust toward a story that isn’t how-to at all. Your reminder that “permission often arrives disguised as nostalgia” (those yellow legal pads!) is a nudge I needed—because sometimes the most powerful sales copy is simply an origin myth told clean.
Curious: when you’re helping a writer collapse two lists into one, how do you decide how vulnerable to go in that first unified post? Jessica went all in on personal history; Brisa led with playfulness and memes. Is there a rough heuristic you use—context, genre, existing parasocial intimacy—when calibrating that first bridge?
This is beautifully written!
Yes, I agree with you that the techniques of storytelling can be used in marketing.
If you create content that teaches the craft of writing, you will attract an audience of aspiring writers. But I think a lot of writers wish they were attracting *readers* so that's where they get stuck.
I'm following my client's lead always in terms of what to share/how vulnerable to get. I'm listening closely to what they say and thinking about how to turn their preoccupations into content. I also ask them at the very beginning what gives them the ick on social media and what they want to avoid, so I know where the guardrails are. I never want my clients to feel publicly exposed. (I don't want to feel publicly exposed!)
I'm so glad to be working with you! It's truly been transformational with the way I view Substack and social media in general. 💚💚 Thanks for the shout out!
aw I’m so happy to hear that, thank you!
I love Jessica Payne's newsletters and I look forward to checking out the others!
Really appreciate you sharing these case studies and not only introducing us to other authors and seeing how they've bridged audiences, but also introducing us to fabulous books we may not have been aware of on our own.
It's such a joy to work with you!
aw thank you, I feel the same! 😊
It has been so much fun working with you, Leigh. You transformed my whole social media approach and made the new book such a success. I envy those lucky Hype House writers!
Thank you so much Martha! 😊
These are great examples and my wheels are already turning. I signed up for your Hype House this morning! Can't wait!
yay! will email you the Zoom links tomorrow
Love these examples: practical and inspiring!
This is so helpful. I learned about your work on the Blocked and Reported podcast.
I have two audiences- this Substack where I write about my life in France (my husband is French), but I skewer stereotypes about the French and Americans.
The other newsletter is for my marketing communications firm, mostly working w/ think tanks and advocacy groups.
I have no clue how to bridge these audiences. 😅😆
are both audiences the target audience for the book you’re promoting?
Good question. To clarify, it is not a book, it is my business.
Based In Paris Substack: People interested in different perspectives about “La Vie en Rose” (typically right-leaning ppl or those open to a right leaning perspective)
Marketing Memo (my business newsletter): People in advocacy, public interest legal groups, think tanks who need marketing communications support (most of which are right of center or Jewish)
If you’re trying to get more customers for your business from your audience who follows your Paris Substack, can you talk about your job in the Paris newsletter? Check out Lucy Werner on Substack—she teaches PR and also writes about her life as a Brit in France in the same newsletter
Will do, thanks for the recommendation!
My concern/question is…
“Would my Substackers who care about French pension reforms give a hoot about marketing?”
“Would my business subs give a hoot about why the French don’t have A/C?”
I’ll def check out Lucy. And part of this might just need some experimenting on my part!