A Tale Of Two Substacks And Why You Should Reply To Comments
Everyone must reply to comments on social media, emails, and Substack.
I’m not talking about trolls, petty arguments, or people picking fights. I mean genuine questions, compliments, or comments; they deserve a response.
Two Substackers: Goofus and Gallant.
Gallant launched her Substack a few years ago and now has 20,000 subscribers, many of whom are paying.
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She replies to every comment. Even if it’s just, “Thank you!” or “Thanks for reading—glad you’re here.” It’s warm, gracious, and kind. Unsurprisingly, she has high engagement and a loyal following.
Then there’s Goofus. Goofus writes about public policy. He rarely, if ever, replies to comments.
Call me crazy, but if someone takes the time to engage on niche topics like welfare reform or raising the retirement age? That’s HUGE.
And yet… silence. No replies. No likes. Nada. I see this a lot. Sometimes it’s a capacity issue, arrogance, or obliviousness. Or a cocktail of all three.
I know what you’re thinking:
“Ellie, incentives MATTER. If Goofus answers to his manager, donors, the media, and Capitol Hill, why should he care what a random person thinks?
Three Reasons Why Goofus Should Care What A Random Person Thinks
🔎 You never know who the commenter is.
Once, on behalf of a client, I replied to a random lady’s email with a quick but polite message. She was so struck by the professionalism, she donated $15,000 to the client.
✨ Public perception matters.
The internet is the public square (whether we like it or not). How we treat people publicly shapes how they view us and our mission.
📈 It boosts your visibility.
Thoughtful engagement leads to more reach. Isn’t that the goal?
I know you’re busy. Donor meetings! Board presentations! Media hits! Research! Court appearances (as a lawyer, not a defendant—ha!).
✅ Here’s your move:
Block 15 minutes in the afternoon. Grab an espresso or lemonade, and do a quick blitz of replying. Don’t say “Thanks!” to every comment, but show up. Be present. And feel free to delete or block trolls and snide remarks.
📧 Same goes for email.
I’ve worked with not one but two organizations where the generic “info@” inbox went unmonitored for years. People had emailed asking how to donate, register for events, download podcasts, and were ignored. 😲
I advised them to check it on M/W/F and set an autoresponder:
“Thanks for your email! This inbox is checked Mondays, Wednesdays, and Fridays. We look forward to replying.”
Magically, people started… donating. Registering. Downloading reports. All because someone answered an email.
It is like the equivalent of finding $20 in your winter coat pocket. Even with inflation that buys you one carton of eggs!
So, what’s the best marketing tip?
It’s not going on Fox News. It’s not “harnessing the power AI.” It’s not dropping $100K on paid ads.
It’s this: answer comments. answer emails. and be kind.
In the age of AI, cable news, podcast bros, and digital slop, genuine human connection and good manners go a long way.
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