about erin
Erin Shetron is a creative advisor, editor, and widely regarded “newsletter whisperer” for some of the internet's most beloved newsletter writers.
Known for her editorial sharpness and strategic clarity, she helps authors and creative entrepreneurs expand their readership, nourish their business, and cultivate deep community connections. She brings more than a decade of experience across marketing direction, creative development, and editorial strategy, along with a reputation for insight that is both grounding and catalytic.
Erin also writes her own Substack newsletter called Frequent Criers Club, where she explores how to stay tender when everything is scary and everyone is numb. A Philly-area native, Erin lives with her two scruff potatoes (also known as dogs), dabbles in astrology and reiki, and kick-chalks her pool cue shamelessly.
how i got here
For years, I worked as a marketing director for EdTech and E-Commerce startups, owning all copy, content, and growth strategy, running teams of media buyers, graphic designers, and social media managers. I’m still proud of this work, and you can check out my portfolio here.
It was heaven. This is where I learned how to transform ideas into scalable products and services, and how to achieve remarkable but sustainable growth. But it was also extremely intense, pressure-filled, sometimes morally-ambiguous work, and I burned out. I left my company and took time off.
In January 2023, during my time away from startup life, I met Alex Dobrenko of Both Are True, a top 10 humor newsletter on Substack. We hit it off, and he became my first client.
It turned out I was well-suited to the job and Alex liked working with me. So, word spread. And spread further. I’m writing this 3 years later and I’ve worked with over 100 Substackers from over ten countries.
I still can’t really believe I’m here, but I can tell you how happy it makes me. I would trade the startup hustle for this work any day of the week. There’s that Rick Rubin quote where he says it’s “the confidence I have in my taste and my ability to express what I feel” that’s “proven helpful for artists.”
I think that’s sorta true for me with writers. I do not have all the answers, but I have trust in my creative and strategic vision. In the sense-making and the world-building and the enlivening ideas that take your work somewhere new. This is the happiest work of my life, and I am just so happy to be here.
Okay here’s a dog photo for making it to the end of this section:
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