How to Start and Grow Your Substack Publication in 2026

Discover, subscribe, trust: the only framework that matters

If you want to build a thriving Substack publication, grow your audience, and finally make money by sharing what you know online, you need to forget most of the advice you’ve heard so far.

Because most of it is either outdated or was never true in the first place.

That’s exactly why I’m hosting a free live Masterclass next week, where I’ll walk you through the three frameworks that actually work right now. When you join us, you’ll learn how to grow your audience and income on Substack this year, even if you’re just starting out. Grab your spot here.

Quick context if you’re new here: My co-founders and I have built Write • Build • Scale to over 1,000 paid subscribers in the past year, and we’ve helped hundreds of creators launch and grow their Substack publications.

And here’s what we’ve learned: most creators overcomplicate it.

They think they need a bigger audience, better tools, or some secret growth hack, but they don’t.

Growth on Substack fundamentally comes down to three things.

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The Core Framework: Discover, Subscribe, Trust

You need readers to discover you, need them to subscribe, and need them to trust you.

If you can do those three things, people will eventually become paying subscribers who stick around month after month.

Let me break this down a little further (because it’s different from other platforms):

On YouTube, the game is clicks and watch time.

On social media, it’s likes and shares.

But Substack works differently.

On Substack, most of your readers aren’t browsing a feed looking for something to click. They’re opening their email inbox, seeing your post, and deciding whether to read it. By the time they’re making that decision, they’ve already subscribed to you.

This means the real game on Substack is getting people to subscribe in the first place—even for free. Because once someone is on your free list, you have a direct line to their inbox. You don’t have to fight an algorithm to reach them. You don’t have to hope they see your post. It just shows up.

So how do you get someone to subscribe?

First, they need to discover you. This happens through Notes, recommendations from other publications, search, social media, or someone sharing your work.

Regardless of how exactly they find you, they land on one of your posts or your publication page.

And in that moment, they’re asking themselves one question:

Is this worth my email address?

That’s a lower bar than asking for money, but it’s still a real commitment.

People protect their inboxes. They don’t subscribe to everything. So your job is to make clear that subscribing to your work is worth it.

This is where your writing has to deliver value. And value comes in three forms:

Educational value — they’re learning something they can use. A step-by-step breakdown, a new framework, a practical skill.

Entertainment value — they’re genuinely enjoying the read. They’re hooked on your storytelling, your voice, your perspective.

Inspiration value — they’re feeling motivated to take action. They finish your post and immediately want to work on their own thing.

Every post you write should deliver at least one of these.

When a new visitor reads something valuable, they think: if this is what the free stuff is like, I want more. And that’s when they subscribe.

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The Free Subscription Is the Starting Line

Now here’s the crucial part, and this is where most creators fail.

Once someone subscribes for free, your job is to build trust over time.

You do this by showing up consistently, by delivering value in their inbox week after week, and by letting them get to know you—your voice, your perspective, your personality.

Trust is what turns a free subscriber into a paying one. Not a single great post, but the ongoing experience of thinking “this person consistently helps me” over weeks and months.

And that trust is built in the inbox. Post by post. Email by email. Until one day, they see your paid offering and think: of course I’m going to pay for this!

So when we’re thinking about growing our publications, we want to be mindful of playing a longer game. We’re not trying to convert strangers into paying customers overnight.

We’re trying to earn attention, then earn an email address, then earn trust, then earn the upgrade.

Every step matters. But it starts with the free subscription.

Now, the nice thing about providing value is that it automatically builds trust. Every time someone reads your work and thinks “that was worth my time,” you’ve made a deposit in the trust bank.

But value alone isn’t enough. There’s another factor that accelerates trust: personality and voice.

There are certain publications you read where you just vibe with the creator.

You like how they think. You like how they write. You feel like you know them even though you’ve never met.

This is why faceless or purely informational newsletters have a harder time growing than publications where the creator’s personality comes through. It’s difficult to build a connection through purely generic content.

On Substack, your success is essentially based on the relationship between you and your reader.

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Why Substack Notes Changes Everything

The personal connection is why Substack Notes is so powerful.

Notes isn’t just for promoting your posts, it’s where you get to be human. It’s where you share the behind-the-scenes moments, the random thoughts, the personal bits that don’t fit into a polished article.

At Write • Build • Scale, my co-founders and I are constantly sharing personal pieces of our lives alongside the business content.

My co-founder, Jari, for example, regularly posts photos with his dog:

At this point, our community has basically accepted the dog as part of our brand. People ask about him. They comment when he shows up. They feel like they know Jari—not just as a creator, but as a person—simply because they know his dog.

That’s not a strategy we planned to use. It’s just Jari being Jari. But it works because it’s real.

Notes gives you permission to be direct and to sound like a human instead of a robot.

You don’t need perfect grammar or a fully formed thought.

You can share a quick win, a frustration, a photo from your morning walk, or a question you’re wrestling with.

These small moments of personality create a connection that your long-form posts alone never could.

And if showing up on Notes consistently feels like a hassle, you’ll love our 365 Substack Notes Templates. That’s a year’s worth of templates that you can tweak within minutes, so you always have something to share.

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Every Post Is a Lottery Ticket

So this is a high-level overview of what it takes to grow a Substack publication: Get them to discover you, get them to subscribe, and build trust over time.

Now, if we imagine all of this packaged up into a single piece of content—that’s one post. One post that helps someone discover you, convinces them to subscribe, and starts building that trust.

Unfortunately, if it were just that easy, everyone would be successful on Substack. It’s not that easy because you need to create lots of these posts.

One of the biggest factors that contributes to growth is consistency. The more you create, the more likely people are going to discover you.

Here’s how I think about it: every post is a lottery ticket.

Every time we publish, we’re playing the lottery. We’re stacking the deck in our favor by writing good headlines, using strong openings, and providing value.

And the truth is, every post is a chance for you to be discovered.

But you never know which one is going to take off. All you know is that showing up more often equals buying more lottery tickets, and hence increases your chances of actually being discovered.

If you only have four posts, you’ve only bought four lottery tickets. You’ve only planted four seeds.

But if you’ve been publishing consistently for a year or two and you have 50, 100, 200 posts—now you have dozens of seeds planted. Dozens of lottery tickets. And chances are, at least one of those is going to hit.

So what does this mean practically?

If you’re just starting, aim for at least one post per week. That gives you 52 lottery tickets per year—52 chances to be discovered.

Can you do more? Sure. But one quality post per week is sustainable for most people, and it’s enough to build momentum.

Now here’s where Notes comes back in: Notes is the simplest way to increase your visibility without creating more long-form content. You don’t need to write a new post every day. You can use Notes to repurpose what you’ve already created.

Restack your own quotes from past posts.

Share a single insight that took you three paragraphs to explain—but in two sentences.

Post a quick behind-the-scenes moment.

Ask your audience a question.

Respond to something another creator wrote.

Notes lets you show up more frequently without burning out. It keeps you visible between posts. And every Note is another chance for someone new to discover you and click through to your publication.

Think of it this way: your long-form posts are the lottery tickets. Your Notes are the reminders that you exist—the breadcrumbs that lead people back to those posts.

The creators who burn out are usually the ones who tried to post long-form daily for two weeks, exhausted themselves, and then disappeared for three months. But if you combine one solid post per week with a few Notes per day? That’s sustainable.

And our 365 Substack Notes Templates will make it stupidly easy for you to actually show up regularly without wasting time staring at a blinking cursor.

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The Niche Question

Imagine a Substack where the first post is about cooking, the next is about career advice, the third is a book review, the fourth is about parenting, and the fifth is about cryptocurrency. That publication is trying to do a lot.

And here’s the problem: when someone discovers one of your posts and likes it, what do they do next?

They click on your profile and they look at your other posts.

They’re trying to figure out—is this publication for me?

If they found you through a cooking post and then see cryptocurrency, career advice, and parenting, they have no idea what to expect if they subscribe. So they don’t.

And even if they do subscribe, what happens when your next post lands in their inbox and it’s about something completely different from what drew them in?

They stop opening. They lose interest. Eventually, they unsubscribe.

This is the real cost of not having a niche: you can’t build a loyal audience because every post attracts a different type of person.

You might get individual reads, but you’re not compounding. You’re starting from scratch every single time.

The same applies to recommendations. When another creator recommends your publication, their audience needs to understand what they’re signing up for. “She writes about fitness for busy moms” is a clear recommendation. “She writes about all kinds of stuff” isn’t.

If you want to grow your Substack, you need to define your niche.

A niche is a target audience plus a value proposition.

For example, let’s say you’re passionate about fitness. “Fitness” is too broad—there are thousands of fitness publications.

But “strength training for women over 40” is a niche. That’s a specific target—women over 40. And a specific value—strength training tailored to their bodies and goals.

Or maybe you love photography. “Photography tips” is crowded. But “iPhone photography for busy parents who want to capture better memories of their kids”—that’s a niche. Specific audience, specific outcome.

Every single post reinforces the same core message to the same core audience. And because of that, when someone discovers one of your posts, they’re likely to vibe with your other posts too. Your publication becomes bingeable. Your audience compounds.

Now, I know a lot of creators resist niching down. You’re multi-passionate. You’re interested in many things. Putting yourself in a box feels limiting.

But here’s the reality: The market doesn’t reward generalists. The algorithm can’t categorize you. Readers don’t know what to expect from you.

You can be interested in a hundred things and still only write about three of them. Not every passion needs to be monetized. Some things can just be hobbies.

And think of it this way: once you have 10,000 subscribers who trust you, you can start exploring more topics because you’ve earned that permission.

But if you try to do everything from day one, you never build that core audience in the first place. You need to niche down to eventually scale up.

So before you start publishing, ask yourself: what’s the smallest viable audience I could serve really well? That’s your starting point.

One specific thought that has always helped me is to keep my past self in mind.

You have walked a certain path yourself, and you probably know a lot of things right now that you wish you had known in the past. The more you think of your past version and how you could help yourself, the better you’ll be able to serve your audience.

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The Hobby vs Business Crossroads

Once we have clarified the niche question, we come to the next one—a crossroads almost every Substack creator faces.

Do you want to do this as a hobby, or do you want to build a business?

You’re not allowed to say both. Because these are different approaches with different rules.

Hobbies are things you do for yourself. You do them because they’re fun. There’s no expectation of growth or income.

A business is something that adds value to other people. It grows. It generates revenue.

I see creators all the time who treat their Substack like a hobby—posting whenever they feel inspired, writing about whatever interests them in the moment, avoiding promotion because it feels uncomfortable.

But they have business goals. They want 10,000 subscribers. They want to hit $5,000 a month. They want financial freedom.

When your approach is “hobby,” and your goals are “business,” there’s a gap.

You want something, but you’re not doing what it takes to get it.

If you’re doing this as a hobby and your goal is to have fun, you can just do whatever you want. There’s no conflict.

But if you want growth and income, you need to treat your Substack like a business.

This means publishing on your schedule even when you don’t feel inspired.

It means spending 30 minutes on your headline, not 30 seconds.

It means telling people about your paid tier without apologizing for it.

It means looking at your analytics weekly and asking, “what’s working?”

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What I’d Actually Do in 2026

So let’s put it all together. If I were launching a brand new Substack in 2026, here’s the playbook I’d follow:

First, I’d define my niche. Who am I helping? What specific transformation am I offering?

I’d complete the sentence:

“My publication helps [specific person] achieve [specific outcome].”

Second, I’d make sure I can publish at least five strong pieces in the first couple of weeks after launching my publication. Not just a sad welcome post, but five posts that demonstrate the quality subscribers can expect.

Third, I’d commit to publishing at least one post per week and 1-3 Notes per day. The posts build depth. The Notes build visibility. You need both.

Fourth, I’d focus on relationships from day one. I’d engage genuinely with other creators in my space. I’d leave thoughtful comments on their Notes. I’d build connections before asking for anything. A significant portion of growth on Substack can come through recommendations from other publications—and recommendations come from relationships. Here’s an in-depth piece on creator collaborations on Substack.

Fifth, I’d treat my paid tier like a product, not an afterthought. Instead of just quietly adding a subscribe button, I’d create a specific, compelling offer with a clear deadline and a clear reason to upgrade.

And sixth, I’d remember that this is a long game. I wouldn’t expect thousands of subscribers in my first month. I’d commit to at least a year of consistent effort before evaluating whether it’s working.

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Ready to Get Started?!

Everything I just shared comes down to three core frameworks, and I’m breaking them all down step-by-step in a free live Masterclass next week.

You’ll learn exactly how to grow your audience and income on Substack in 2026, even if you’re just starting out.

No fluff. No outdated tactics. Just what’s actually working right now.

Save your spot here →