Substack growth, systems, monetization

Summary

• Live masterclass on how to use Substack to grow audience and income from writing.
• Led by Cem Günel, with team members Philip and Yari moderating and supporting.
• Audience mix: complete beginners, early Substack users, and more advanced writers/creators.
• Core focus:
  • Using Substack’s discovery and collaboration features.
  • Building systems for consistent (“autopilot”) growth.
  • Adopting a relationship-first mindset to avoid burnout.
  • Treating a Substack publication like a product to monetize it.
• Session also introduced and sold the “Substack System” course + community.

Action Items

• Now (Attendees) Block distraction-free time to apply at least one tactic (notes, recommendations, collaborations, or launch planning).
• Now Create or refine your Substack profile and publication description with a clear, specific value proposition.
• This week Publish at least one Substack note that uses a strong hook and expresses your niche and personal voice.
• This week DM or email 1 creator in your niche to explore a recommendation swap, guest post, or simple connection.
• This month Decide what you will offer behind a paywall (paid tier and/or digital product).
• This month Map a simple 4‑week content calendar (notes plus long-form posts, free vs paid).

Audience & Context

• 1,300+ registrations; around 200 live attendees at peak.
• Global participation:
  • US, UK, Europe, Australia.
  • Several people joined late at night or after work.
• Mix of:
  • First-time attendees of Right Build Scale trainings.
  • Complete Substack beginners (no profile/publication yet).
  • Existing Substack writers, some with first paying subscribers.
• Niches represented:
  • Education, writing/creator education.
  • Personal development, relationships, community.
  • Health/wellness, sports/fitness.
  • Cooking and lifestyle.
  • News/politics, marketing, business, culture, philosophy, travel.

Trainer Background & Credibility

• Started online writing on Medium in 2018, when online writing was less mainstream.
• Built an audience of 80,000+ followers on Medium.
• Former coach and trainer:
  • Turned coaching sessions, workshops, and presentations into articles.
• Substack history:
  • First publication in 2020; later paused to use another email service.
  • Returned to Substack in 2024 and went all-in as a team.
• Built and ran:
  • Medium Writing Academy.
  • Freedom Business Accelerator.
  • Right Build Scale community and membership.
• Editor at Better Marketing (large Medium publication) since 2023.
• Right Build Scale Substack:
  • Launched summer 2024 with Cem, Philip, and Yari.
  • Reached 10,000+ subscribers and 400+ paid subscribers within months.
  • Climbed to #1 on Substack’s Education leaderboard.

Substack Opportunity & Platform Context

• Platform growth:
  • Monthly visits have steadily increased since 2021.
  • Paid subscriptions rose from 4M (Nov 2024) to 5M (Mar 2025).
• Interpretation:
  • Readers are not just browsing; they are paying for high-quality, ad-free writing.
  • Growth spans many niches and genres.
• Prominent creators recently joining:
  • Justin Welsh called Substack the “future of smart writing and interesting thoughts.”
  • Dan Koe said he regretted not starting sooner.
• Positioning:
  • Substack was founded in 2017; it is established and still growing.
  • Attendees are “right on time” to benefit from current momentum rather than too late.

Why Substack – Key Advantages

• Direct audience relationship:
  • Tools for two-way connection: notes, comments, DMs, chat, live sessions.
  • Readers subscribe with their email; creators can see and export subscriber emails.
• Email-first model:
  • Doubles as an email service provider and discovery platform.
  • Email list is an asset you own; if Substack changes or disappears, you keep your list.
• Built-in monetization:
  • Native paid subscription tiers via Stripe.
  • Able to run a paid newsletter without custom tech.
• Collaboration infrastructure:
  • Newsletter recommendations between publications.
  • Guest posts published inside other newsletters.
  • Co-hosted events, joint publications, and cross-promotions.

Growth Pillar 1: “Autopilot” Growth Systems

What “Autopilot” Actually Means

• Autopilot growth = systems and structures that bring recurring visibility and subscribers.
• It is not:
  • A way to grow without effort.
• It is:
  • Upfront work to set up repeatable processes so growth continues with less manual pushing.
  • A way to free time for higher-value activities like writing and relationship building.

Discovery via Notes (Short-Form Feed)

• Notes are Substack’s short-form posts, shown in a central discovery feed.
• They help:
  • New writers get initial visibility.
  • Established writers test angles and hooks quickly.

Suggested types of notes:

• Inspirational

  • Short lines or micro-essays expressing a belief or principle.
  • 1–4 sentences; easily shareable and memorable.

• Educational mini-stories

  • Small lessons or anecdotes with clear takeaways.
  • Great entry point for people scared by 1,500‑word articles.

• Personal insight / “why I write”

  • Explain why your topic matters to you:
    • Past struggles, experiences, or motivations.
  • Builds emotional connection; helps readers understand who they’re supporting.

• Entertaining

  • Light content (pets, hobbies, daily moments) tied to a relevant message.
  • Works when connected back to your topic or values so it’s not random filler.

• Question-based

  • Invite people to reveal whether they’re your ideal readers.
  • Ask about goals, struggles, or plans (e.g., “Who else is going all in on Substack in 2025?”).
  • Encourages conversation and feedback.

Key reminder:

• Notes attract attention and engagement.
• To convert that attention into growth and revenue, you need long-form and structured “conversion content” behind them.

Conversion Content & Premium Content Library

• Conversion content:

  • Long-form posts designed to turn readers into free and paid subscribers.
  • Educational deep-dives, step-by-step guides, case studies, and resource roundups.

• Premium content library:

  • A central page listing everything paid subscribers receive, with links:
    • In-depth articles and guides.
    • Video workshops, mini-courses, and other premium resources.
  • Helps new readers immediately see the breadth and depth of paid value.

Approach:

• Do not wait to launch until you have a huge library.
• Start with a small set of premium pieces and expand over time:
  • For example, add one strong article or workshop each week or every two weeks.
• Define the role of each piece:
  • Free discovery.
  • Free-to-paid conversion.
  • Library depth for existing paid members.

Example of a content feedback loop:

• Publish: “5 Steps to Productize Yourself.”
• See strong reader interest in the “mini-course” step.
• Respond by:
  • Writing more about mini-courses.
  • Creating related resources.
  • Linking those pieces together.
• Measure:
  • Track how posts like “How to Create Your First Mini-Course” generate new free and paid subscriptions.

Leveraging the Network Effect: Recommendations

• Recommendations = one newsletter explicitly promoting another to its own subscribers.
• Impact:
  • For Right Build Scale, nearly 50% of subscribers came via recommendations.
  • 300+ publications currently recommend them.

Mechanics:

• In Substack’s settings, creators can select other newsletters to recommend.
• Subscribers of those recommending publications see your newsletter in:
  • “Recommended by” sections.
  • Various in-app discovery surfaces.

How to use this even as a beginner:

• Do not wait passively for others to discover you.
• Proactively:
  • Identify creators with overlapping audiences.
  • Engage genuinely with their work (likes, comments, restacks).
  • Reach out about mutual recommendations once alignment is clear.

Key idea:

• Your “network is your net worth” especially on Substack.
• Recommendations can accelerate discovery far beyond what you can achieve with notes alone.

Collaborations Beyond Recommendations

Benefits of collaboration:

• Low financial risk.
• Opens you to audiences other creators have already built.
• Can snowball: one good collaboration often leads to more.

Collaboration formats mentioned:

• Live streams / co-hosted events

  • Joint masterclasses, boot camps, interviews, or Q&A sessions.
  • Multiple hosts promote the same event, multiplying reach.
  • Many attendees of this session came via partners like Derek, London, Russell, and Jana.

• Joint multi-author projects

  • Example: “10k Secrets” book co-written by 10+ creators.
  • Accompanied by a dedicated Substack publication showcasing collaborative work.

• Guest posts

  • You pitch and write a full article for another creator’s publication.
  • They provide fresh, high-quality content to their audience.
  • You include a bio and call-to-action linking back to your own Substack.

• Cross-promotions

  • Partners feature your events or offers in their newsletters and vice versa.
  • Example: partners helped promote this masterclass to their audiences.

Principles:

• Aim for true win-win deals.
• Build with people you trust and whose work you respect.
• Use each successful collaboration as a seed for further opportunities.

Growth Pillar 2: Mindset & Relationship-First Growth

From Numbers to Conversations

Common trap:

• Obsessing over:
  • Followers, views, likes, open rates, and raw subscriber counts.

Recommended shift:

• Focus on:
  • Conversations.
  • Individual relationships.
  • Specific people you want to help.

Billboard thought experiment:

• Imagine your Substack profile is a giant physical billboard:
  • Thousands of people see it every day.
  • What one key message would you put on it?
  • Which people would that message be meant for?

Cem’s early approach:

• Wrote for her younger self (16–18 years old).
• Shared what she wished someone had told her at that age.
• Guided by:
  • Battles she had fought.
  • Challenges she had overcome.

Guiding questions:

• “What conversation do I want to start?”
• “What would have helped me earlier?”
• “What questions do I wish someone had asked me years ago?”

Building Relationships One Reader at a Time

• Even 1–2 thoughtful replies are valuable.
• Your audience grows one relationship at a time, regardless of speed.

Practices:

• Ask questions in notes, posts, and chat.
• Encourage comments and replies.
• Respond to readers so they feel seen, heard, and supported.
• Right Build Scale:
  • Runs recurring interactive posts (e.g., “Winning Wednesday”).
  • Actively answers comments and DMs from both free and paid subscribers.

Philip’s 1–10–5–1 Rule

For each note you publish:

1. Publish 1 note

   • Share something meaningful and relevant.

2. Like 10 notes

   • From other creators whose content you genuinely enjoy.

3. Comment on 5 notes

   • Leave thoughtful, substantive comments that add value.

4. DM 1 creator

   • Start a conversation:
     • Ask a question.
     • Share appreciation.
     • Explore a collaboration.

Why it works:

• Applicable whether you have 0 or 10,000+ subscribers.
• Grows your network and visibility.
• Anchors your growth in genuine relationships, not just algorithms.

Growth Pillar 3: Monetization – Treat Substack Like a Product

Why Productize Your Publication

If your goal includes making money, you need to:

• Define a clear value proposition and transformation for readers.
• Build a system that delivers that value predictably.
• Create and launch a compelling paid offer.

Problems when you do not productize:

• Paid tier is vague:
  • “Support my work” with no specifics.
• Content feels random:
  • No structure, themes, or plan.
• No dedicated launch:
  • Paid option exists but is rarely promoted and easy to ignore.

The Productization Framework

A “productized” Substack has three core elements:

1. Purpose (Value Proposition)

   • Clear promise for subscribers:
     • Help them achieve goals.
     • Solve a problem.
     • Inspire, entertain, or challenge their thinking.

2. System (Publishing Framework)

   • Themes, series, and repeatable structures for content.
   • Content calendar and workflows so you always know:
     • What you’re writing.
     • When it goes out.
     • Whether it’s free or paid.

3. Offer (Paid Tier)

   • Specific benefits for upgrading:
     • Extra content (articles, guides, mini-courses).
     • Events (boot camps, workshops, office hours).
     • Community access or deeper interaction.

Defining a Clear Value Proposition

Examples shown:

• Real Time Mandarin

  • “A multimedia resource to immerse you in the latest Chinese language trends and inspire you to practice and improve your Mandarin every week.”

• What to Cook When You Don’t Feel Like Cooking

  • “One ridiculously impressive complete meal recipe delivered to your inbox every Saturday morning that dirties minimal dishes and requires under an hour of time.”

• Five Things You Should Buy

  • “Suggestions of what to wear for when you don’t want to look anymore. I scroll so you don’t have to.”

Common traits:

• Specific topic and outcome.
• Clear format and frequency.
• Strong appeal to a precise reader situation.

Building a Repeatable Publishing Workflow

• Use tools like Notion to:
  • Maintain a content calendar and pipeline.
  • Track ideas, drafts, and scheduled posts.
  • Separate free vs paid content and themes.

Benefits:

• Less stress about “What do I post next?”
• More time for:
  • Higher-quality writing.
  • Relationship-building activities.
• More predictable reader experience:
  • Readers learn when and what they will receive.

Aligning Free and Paid Content

• Strategically decide:

  • What remains free:
    • Discovery, authority building, wide reach.
  • What goes behind the paywall:
    • Implementation.
    • Deeper training.
    • Premium resources.

• Build internal pathways:

  • Free content that naturally leads to premium content on the same topic.
  • Interlinked posts that create “rabbit holes” for interested readers.

Example:

• Free article: “5 Steps to Productize Yourself.”
• Paid or deeper follow-ups around:
  • Building your first mini-course.
  • Launching it to your audience.
• Track which pieces:
  • Bring new free subscribers.
  • Convert readers to paid plans.

Launching & Growing a Paid Tier

Step 1: Prime Your Audience

Before launching:

• Talk about your paid tier ahead of time:
  • Mention upcoming paid content in free posts, notes, and emails.
• Ask questions:
  • What would readers most like to learn from you?
  • What problems are they struggling with?
• Preview:
  • Content formats (workshops, mini-courses, in-depth series).
  • Benefits of upgrading.

Goal:

• Make upgrading feel like a natural, expected step.
• Raise attention and curiosity so your launch doesn’t come “out of nowhere.”

Step 2: Run a Structured Launch

Key pieces:

• Set a specific launch date

  • Treat it like an event, not a soft rollout.
  • Avoid constant mild selling; instead run clear, time-bound campaigns.

• Create a strong launch offer

  • Limited-time pricing or discounts (e.g., founding member deals).
  • Exclusive bonuses:
    • Boot camps, special workshops, or other live experiences.
  • Extra resources only available to early adopters.

Example:

• “Substack September Bootcamp”:

  • A focused event for creators, bundled with the paid plan.
  • Promoted via:
    • Emails.
    • Notes.
    • Substack chat messages.
  • Gave a clear, urgent reason to upgrade.

• Promote across channels

  • Use:
    • Email list.
    • Long-form posts.
    • Notes.
    • Chat and DMs.
  • Make sure people see and understand the offer while the window is open.

Step 3: Keep Converting After Launch

• Monetization is ongoing:
  • Not a one-off event.
• You can:
  • Run monthly themes with smaller promotions.
  • Run larger quarterly campaigns.
• Between launches:
  • Offer occasional subscriber-only perks:
    • Bonus Q&A.
    • Behind-the-scenes posts.
    • Special discounts.
  • Announce upcoming price changes to create gentle urgency.
  • Regularly mention your paid tier in free content where relevant.
  • Showcase what paid members are currently receiving:
    • Summaries of recent workshops.
    • Highlights from discussion threads or deep-dive articles.

Substack System Program (Offer Overview)

Who It’s For

• New writers who want to start on Substack without wasting months on trial and error.
• Current Substack creators who feel stuck or want faster, more predictable growth.
• Authors, coaches, and entrepreneurs wanting a better way to grow their email list and client base.
• Experts who want to monetize their knowledge online with systems and structure.

Core Components

• Substack System Video Course

  • A step-by-step curriculum built around four pillars:
    • Notes strategy.
    • Publication design and workflows.
    • Collaborations and recommendations.
    • Monetization and launching paid tiers.

• Weekly Group Coaching Sessions

  • Live video calls with Cem, Philip, and Yari.
  • Feedback on your Substack, posts, and offers.
  • Accountability and direct answers to questions.

• Substack Bestseller Case Study

  • Detailed breakdown of how Right Build Scale Substack:
    • Launched.
    • Hit bestseller status within ~60 days.
    • Structured content and promotions.

• Substack Expert Interview Series

  • Recorded interviews with multiple top creators.
  • Focused on their Substack growth and monetization strategies.

• Substack Operation System (Notion)

  • A complete Notion workspace including:
    • Content calendar.
    • Idea bank.
    • Publishing pipelines.
    • Collaboration and recommendation trackers.
    • Outreach and DM templates.
    • Growth and launch checklists.

• Support & Accountability Community (Circle)

  • Private community space for 3 months:
    • Interaction with coaches and peers.
    • Progress sharing and feedback.
    • Reminders and support to stay consistent.

Access, Pricing & Updates

• One-time payment: USD 697, or a 3‑month payment plan.
• Lifetime access to:
  • The course.
  • All templates and the Operation System.
  • Future updates to the course.
• 3 months access to:
  • Community.
  • Weekly coaching calls.
• Option to extend community + coaching beyond 3 months on a quarterly fee.
• 30‑day refund policy:
  • If you complete and apply the program but feel it was not worth the investment.

Program Pillars in Practice

1. Notes

   • Frameworks for notes that get seen and engaged with.
   • Templates for different note types (inspirational, educational, personal, question-based).

2. Publication

   • Guidance on:
     • Structuring your publication.
     • Writing a compelling value proposition.
     • Designing your about page and premium content library.
     • Establishing a workable, consistent publishing rhythm.

3. Collaborations

   • Identifying the right creators to partner with.
   • Evaluating fit and audience overlap.
   • Systematizing outreach and follow-up.
   • Using recommendations and guest posts effectively.

4. Monetization

   • Structuring your paid tier and value stack.
   • Planning launch calendars and campaigns.
   • Using emails, notes, and posts to drive upgrades.
   • Keeping conversions going after initial launch.

Community & Experience

• Emphasis on:
  • High participation (sharing work, asking for feedback).
  • Supportive culture, especially helpful for introverts and solo creators.
• Testimonials highlight:
  • Increased clarity and confidence.
  • Substantial revenue growth (e.g., almost tripled publication income).
  • The program “paying for itself” within months for some members.
  • Appreciation of the depth and practicality of templates and frameworks.
• External partners (e.g., David S.) emphasize:
  • The team’s genuine care for student success.
  • Their ability to turn Substack into a sustainable growth engine.

Decisions & Strategic Takeaways

• Substack is worth committing to as a central audience and revenue driver in 2025 and beyond.
• Recommended strategy:
  • Use notes for discovery and conversation.
  • Build a clear, productized publication with a strong value proposition.
  • Systematize publishing through content calendars and workflows.
  • Leverage recommendations and collaborations aggressively rather than waiting for organic discovery.
  • Monetize with a planned, launched paid tier and/or external digital products and services.

Open Questions for Each Creator

• How will you describe your unique value proposition in one clear, specific sentence?
• Which collaboration formats will you focus on first:
  • Guest posts, live events, recommendation swaps, joint projects?
• How often will you run focused monetization pushes:
  • Monthly themes, quarterly launches, or a hybrid?
• How will you integrate Substack with any existing platforms:
  • Medium, LinkedIn, other newsletters, or websites?
• If you write in a non-English language:
  • Which creators and communities will you connect with to build your own collaboration ecosystem?