Kurt Vonnegut's 4 rules for succeeding as a writer on the internet
Notes on giants - Number 28
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🏷️ Categories: Writing.
Sometimes we forget that writing well isn’t only an art—it’s also a craft.
We publish so that someone on the other side understands, connects, and wants to keep reading. But in this digital world, Substack competes against videos, podcasts, memes, infinite scrolling, and a thousand forms of entertainment that require far less mental effort.
There will always be distractions pulling us away from reading.
There will always be an easier form of entertainment than reading.
If you don’t write in a style that hooks instantly, it doesn’t matter how many good ideas you have: no one will stay with you long enough to hear them. That’s the harsh reality of modern writing, especially digital writing, like on Substack.
And this is where Kurt Vonnegut comes in.
Kurt was one of the most influential authors of the 20th century. He wrote novels that are cultural references: Slaughterhouse-Five, Cat’s Cradle, Breakfast of Champions. But he also left small gems about the craft of writing, including an essay that is pure gold and has completely shaped my style as a writer: “How to Write with Style.”
If you write on the internet, it might transform you too.
Let’s begin.
1. Write about what you care about
“Find a subject you care about… It is this genuine caring… that will be the most compelling and seductive element in your style.” — Kurt Vonnegut
Kurt doesn’t start with technique—he starts with heart.
Writing about something you truly care about is the easiest way to sound authentic. When I’m genuinely invested in a Substack letter, the sentences write themselves. And he’s right. I’ve written letters in an hour because the topic fascinated me so much that all I had to do was move my mind onto the page. They were subjects I was passionate about.
When you write about things you don’t care about, it takes three times longer—and the result doesn’t attract.
Golden rule: If you’re passionate about what you write, you’ll be prolific and you’ll sound authentic because you’re obsessed with the topic and you take it personally. In the digital world, those two traits are exactly what make you stand out.
Example 1
Generic: “Developing habits like meditating helped me with anxiety.”
Kurt: “I woke up with anxiety and couldn’t even breathe anymore. I couldn’t keep living like that.”
Example 2
Generic: “I improved my creative process when…”
Kurt: “For weeks I hated everything I wrote… then I understood why.”
It’s easy to be relatable when something touches you personally.
It’s easy to be prolific when you’re passionate about the topic.
Exactly the two qualities you need to hook readers instantly and make a name for yourself online.
2. Be clear, simple, and direct
“The simple language is not only proper but sacred.” — Kurt Vonnegut
Now we get into the technical side of writing.
Vonnegut said that Shakespeare and Joyce wrote almost childlike sentences when they wanted to say something profound—like the famous “To be, or not to be?” That struck me. It made me ask: Do I write to sound smart or to be understood?
On the internet, that question is everything.
Substack is not the place for complexity. Yes, the average reader here wants something more thoughtful than a Twitter thread, but above all, people want clarity. Substack isn’t a novel; readers consume letters like this on their phones or laptops while having breakfast, riding the bus, or lying down to rest.
If you’re not clear from the first sentence, the reader thinks: “I’d rather go back to TikTok.”
And they leave.
What’s curious is that they don’t leave because your topic is uninteresting—they leave because deciphering your message requires more effort than they’re willing to give. You need to be direct, clear, and simple so that even the hardest idea feels easy to grasp.
Example 1
Confusing: “The cognitive bias underlying decision-making in accelerated environments leads us to a higher number of erroneous choices.”
Clear: “We make worse decisions when we’re in a hurry.”
Example 2
Confusing: “The creative process can generate discomfort when we demand a performance beyond our real abilities.”
Clear: “Perfectionism overwhelms us, and it kills creativity.”
Example 3
Confusing: “Today’s society suffers from constant overstimulation.”
Clear: “We live surrounded by noise.”
The first message requires decoding; the second reads itself.
Write so your reader can understand each sentence instantly, without tripping.
3. Cut what’s unnecessary
“If a sentence doesn’t illuminate your subject in some new and useful way, strike it out.” — Kurt Vonnegut
Kurt had no mercy. I like that.
I don’t have mercy either when I edit my texts. My rule when editing is simple: if the reader can skip it and lose nothing, I delete it. I learned this from Kurt, and I use it every day. By removing adjectives, adverbs, unnecessary justifications, and endless introductions, I discovered that my text became maximally efficient.
And that’s crucial for writing on the internet.
The key concept here is information density: how much information you deliver relative to the number of words used. You can speak directly or wander around with adjectives, adverbs, and justifications.
Example
Low information density: “In my opinion, the most important thing is learning to manage our expectations so we don’t get frustrated when things don’t turn out as we hoped.”
High information density: “Frustration is born from failing when you had high expectations. Avoid projecting idyllic futures.”
This trimming saves the reader space and time. Space because they scroll less on their phone or computer. Time because the idea arrives faster, reducing the chance of interruptions.
If attention is at an all-time low, the best thing you can do is get to the point.
4. Think of the reader and make the work easier
“Readers have a tough job and need all the help we can give them.” — Kurt Vonnegut
This advice is my compass.
Kurt said reading is hard, and he’s right. The reader has to decode ideas in the form of words in an environment full of distractions. It’s exhausting compared to watching videos or listening to podcasts—no wonder it’s less popular.
So your job as a writer is to make it easy.
When I structure a Substack text, I do it with one goal: to make the reader’s path as smooth as possible. Short, well-marked sentences that work as conclusions to the idea I just presented; a rhythm between development and short takeaways; clear titles and subtitles; and accessible examples. The path through the words is straight and flat.
When a reader gets lost, it’s never the reader’s fault.
It’s the writer’s.
Checklist before publishing
Are the conclusions clearly marked?
Does each section develop a single clear idea?
Is everything understandable the first time, or are there technicalities?
Have I marked the path with titles, subtitles, and examples?
Can I remove something without the reader losing essential information?
Writing well is part art and part craft.
It’s writing so that someone wants to keep reading—and that it feels beautiful at the same time.
The enemy of reading isn’t the internet; it’s the constant noise of the modern world. And the only way to win this battle for attention is this: make your text the most pleasant place someone can stumble upon online.
If you do that, they won’t just read you.
They’ll return.
Want to keep exploring? Here are 3 related ideas:
Elmore Leonard’s 10 rules for mastering the craft of writing
5 inspiring lessons from Isaac Asimov, author of over 500 books
✍️ Your turn: What other aspects are essential to being a writer in this digital world?
💭 Quote of the day: “Charm is a strategy for winning the instant affection and trust of strangers.” — Kurt Vonnegut, Breakfast of Champions
See you in the next letter! 👋
References 📚
Vonnegut, K. (1980). How to Write with Style.
I look forward to your posts as there is always something to take home and ponder upon.
As an editor told us: Rite tite!