15 Substack Newsletters That Absolutely Nail Their Niche
These creators know exactly who they’re writing for—and it shows.
Ever read a newsletter and think, “Wait…this exists?”
A Tolkien deep-dive.
A financial guide for yacht crew.
Sex advice for people over 50.
These aren’t just newsletters, they’re niche communities with a clear point of view and dedicated followings.
That’s the power of niche. And these Substacks absolutely nail it.
The Power of Positioning
Picking a niche isn’t about boxing yourself in. It’s about building something people actually remember and keep coming back to.
When you get specific about who you’re writing for and what you’re helping them with, everything else becomes easier:
Every issue feels relevant. Your audience doesn’t just skim. They care about every post, because you’re consistently solving the kinds of problems they actually have.
You grow faster. It’s easier for readers to refer you, recommend you, and share your work when your value is obvious and memorable.
You monetize more effectively. People are more likely to pay when they see you as the go-to resource for their niche, not just another generalist.
You’re easier to collaborate with. Whether it’s cross-promos, podcast interviews, or guest essays, niche clarity makes it easier for others to say yes.
You build trust faster. Repetition builds authority. A clear through-line in your content helps readers see you as an expert, even if you’re just getting started.
You avoid burnout. When you know your lane, you don’t have to reinvent your positioning every time you publish. It provides constraints, which serve as rocket fuel for creativity.
These newsletters show how powerful that kind of clarity can be. They all have different audiences and formats, but each one is dialed in to a clear purpose that sets it apart.
15 Substack Publications That Nail Their Niche
From decoding container shipping trends to sharing stories of being laid off to curating focus-friendly playlists, these Substacks prove that the more specific your niche, the stronger your voice.
Some are wildly popular. Others are delightfully weird. All of them are great reminders that there’s no one right way to grow a newsletter.
1. Marketing Ideas by Tom Orbach
Niche: One unconventional, battle-tested marketing idea delivered every week.
💡 Why It Works: The format is refreshingly simple—one idea, once a week. But each one is sharp, surprising, and actually useful. Tom draws on real startup experience (he leads growth at a $32B company) and combines behavioral psychology with tactics you won’t find in a Google search. It’s bite-sized, but packs a punch.
If you’ve ever run out of ideas for growth campaigns, this newsletter will refill the tank fast.
2. Laid Off by Melanie Ehrenkranz
Niche: Candid first-hand accounts of job loss and what comes after.
💡 Why It Works: Melanie takes something many people experience—and often hide—and turns it into a place for community, honesty, and healing. Each post features a new personal story, revealing just how universal and nuanced layoffs can be. It’s journalism with heart, and a must-read whether you’re in transition or just trying to understand this economic moment.
It calls itself the “coolest place on the internet to talk about being laid off,” and with a recent New York Times profile,1 it really is!
3. Author Growth by Fleur Hull
Niche: Strategic book marketing advice for entrepreneurs and experts who want their book to grow their business.
💡 Why It Works: Fleur flips the usual advice of write first, market second on its head She helps authors position their books like products, with strategic clarity, audience research, and monetization plans baked in from day one. If your book is a business asset, not just a passion project, this is your roadmap.
It’s the opposite of “launch and pray.”
4. The Sports Gossip Show by Madeline Hill & Charlotte Wilder
Niche: Weekly podcast + newsletter covering the off-the-field drama of athletes, leagues, and teams.
💡 Why It Works: The Sports Gossip Show, which was recently added to the Athletic Podcast Network,2 isn’t just about sports; it’s about sports culture. With one eye on the game and the other on the personal life section of every athlete’s Wikipedia page, Madeline and Charlotte bring context, chaos, and charisma to the weirdest and most entertaining corners of the sports world. It’s smart, funny, and wildly accessible, even if you only just learned who Travis Kelce is.
As Madeline and Charlotte say, if ESPN and Bravo had a baby, this would be it.
5. Jokien with Tolkien by JRR Jokien
💡 Niche: A deeply nerdy, often hilarious exploration of Tolkien’s world through lore, faith, and fan culture.
Why It Works: It’s Tolkien fan service in the best way possible, equal parts reverent and irreverent. One week, you’re diving into the redemption arc of Boromir; the next, you’re reading a parody press release from Rivendell. The tone is warm, geeky, and always deeply informed.
The tagline says it all: “Lore, Laugh, Lord of the Rings.”
6. Sex Advice for Seniors by Suzanne Noble
💡 Niche: Shame-free, joyful conversations about sex, intimacy, and aging.
Why It Works: Suzanne tackles what few dare to: sex after 50. Through essays, guest posts, and podcast episodes, she covers everything from the emotional to the anatomical with warmth, humor, and zero condescension. It’s empowering, educational, and deeply validating for an audience that’s often ignored.
Breaks taboos, answers real questions, and proves great sex doesn’t come with an expiration date.
7. Lessons From The Flight Deck 💺 by Captain Nick
💡 Niche: Aviation insights and calm explanations for nervous flyers, curious travelers, and aviation nerds.
Why It Works: Captain Nick is a working pilot who demystifies what’s happening in the cockpit with clarity, warmth, and the occasional laugh. His writing is equal parts reassuring, informative, and wildly entertaining. Perfect for anyone who’s ever Googled “can turbulence bring down a plane?”
It’s the kind of newsletter that makes you both feel smarter and safer before takeoff.
8. Flow State
💡 Niche: Weekday instrumental music recommendations designed to help you focus.
Why It Works: Every morning at 3 a.m. ET, Flow State delivers two hours of curated instrumental music to help you get into a flow state for deep work. Each issue highlights one artist, with just enough context to guide your listening without distracting from it. It’s music that’s “as interesting as it is ignorable,” and it’s become a trusted part of the morning ritual for thousands of knowledge workers.
Over 40,000 people now rely on Flow State to get into the zone.
9. Hospitality Marketing Insight by Dawn Gribble
Niche: Actionable marketing strategy for hotels, restaurants, and hospitality pros.
💡 Why It Works: Dawn delivers exactly what time-strapped venue managers need: clear, seasonal, ROI-focused content that keeps their promotions and platforms sharp. From Halloween promos to NYE booking timelines, every issue is written by someone who’s been in the trenches.
It’s like having a hospitality CMO in your inbox.
10. Maritime Analytica
Niche: Strategic insights and branding intel for the global container shipping industry.
💡 Why It Works: Maritime Analytica brings sharp analysis to an industry that rarely gets this kind of coverage. It blends data, business storytelling, and reputation strategy to serve executives and professionals across global shipping. If your world involves ports, pricing, or positioning vessels in volatile markets, this is your edge.
It turns port logistics into boardroom-level strategy.
11. The Yachting Investor by Charl Minnaar
Niche: Personal finance for yacht crew—saving, investing, and building wealth while working offshore.
💡 Why It Works: This niche is narrow, and that’s what makes it genius. Charl writes specifically for people working on yachts, helping them navigate money decisions while living a unique, transient lifestyle. From crypto to real estate, every tip is tailored to the realities of yacht work.
It’s smart, practical finance advice for people whose office floats.
12. Midjourneysref.com by underwood
Niche: Weekly curated prompt codes for advanced Midjourney image generation.
💡 Why It Works: Midjourney is powerful but confusing. Underwood breaks it down with bite-sized, hyper-specific SREF codes (Style Reference prompts) that creators can plug in and instantly use. For AI artists and visual content pros, this is pure gold.
If you want your AI images to actually look good, start here.
13. Airline Revenue Economics by Oliver Ranson
Niche: Deep-dive economic and strategy analysis for the airline industry, beyond just ticket prices and load factors.
Why it works: This newsletter zooms in on everything airlines can do to make money, but often don’t. From galleys and loyalty programs to aircraft interiors and airport retailing, Oliver connects the dots across silos with insight you won’t find in traditional industry media.
If you work in aviation (or just fly a lot), this will change how you see every seat and service.
14. oldjewishmen by E.Z. Rinsky
Niche: A uniquely voiced chronicle of aging, culture, and chaotic wisdom, told through the lens of loud old men with a lot to say.
Why it works: What started as an Instagram page has grown into a whole universe, encompassing memes, fashion, humor, and now, this newsletter. It’s deeply Jewish in its rhythms and references, absurd in all the right ways, and sneakily philosophical. Each issue reads like a dispatch from a parallel world where time moves slower, opinions are stronger, and nothing is too small to rant about.
It’s like if Curb Your Enthusiasm had a newsletter, but somehow it was sillier and more educational at the same time.
15. Wedding MusicLetter by Matthew Campbell
Niche: Wedding music guidance for engaged couples and wedding professionals.
Why it works: Wedding music shouldn’t be an afterthought, and this newsletter treats it like the emotional engine it is. Matthew blends song suggestions, industry insights, and timeline-savvy tips to help DJs, planners, and couples craft soundtracks that actually reflect the vibe of the day. It’s obsessive in the best way, and grounded in real-world experience across decades of weddings.
If you’re planning a wedding (or helping someone else plan one) this will save you hours and elevate everything.
How to Nail Your Newsletter Positioning
The newsletters in this list make positioning look easy, but getting to that level of clarity takes real work.
If you want help refining your own niche, I created a step-by-step worksheet to walk you through it.
Inside, you’ll get:
A simple 4-question framework to uncover your niche.
Tips to avoid common positioning mistakes.
A plug-and-play sentence formula to describe your newsletter clearly.
Real examples to guide your own.
By the end, you’ll have a strong niche where you can thrive and a one-sentence positioning statement you can use in your About page, pitches, bio, or anywhere else you want your newsletter to stand out.
This resource is available to Really Good Business Ideas Premium subscribers in the Really Good Resource Library.
Premium members also get access to office hours, where you can get one-on-one feedback and guidance from me directly.
Upgrade to access the worksheet and start sharpening your niche today.
To endless possibilities,
Casandra
💬 Do you have a super unique newsletter? Please share it, or your favorite niche newsletter, in the comments!
Knowing your niche is everything! Great list
Brilliantly curated and deeply insightful.