The Substack Growth Playbook for 2026
Including: Substack’s 3-layer system, and the discovery feature most writers still ignore.
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By now, most creators have found out that Substack isn’t just another newsletter platform.
But here’s what nobody explains: Substack is actually THREE platforms in one, and if you don’t understand all three aspects, you’re leaving money and readers on the table.
In this piece, I break down exactly how Substack works—not just the basics everyone talks about, but the actual system that separates the 99% who quit from the 1% of writers who build thriving writing businesses.
The Mind Shift You Need to Make First
Forget everything you think you know about newsletters.
Because calling Substack a “newsletter platform” is like calling YouTube a “video storage website.”
It’s technically true, but you’re missing the whole point.
Think of Substack as a hybrid between Medium, email service providers like Kit, and short-form platforms like Twitter—all rolled into one.
When you write on Substack, you’re not just sending emails.
You’re building a solid foundation where you OWN your audience and your content.
This means you can easily take your work anywhere else, republish, and leverage what you build for years or decades.
Unlike Medium where only the algorithm and boost nominators decide who sees your work, or social media where you’re one algorithm change away from invisibility, Substack gives you direct access to your readers’ inboxes.
Think of Substack as a 3-layer cake:
Layer 1: Your newsletter (what goes to inboxes)
Layer 2: Your publication (your home on the web)
Layer 3: The discovery network (Notes, recommendations, search)
Most writers only use Layer 1, and that’s why they struggle.
So let’s master all three together.
Your Profile vs. Your Publication (Where 95% of Beginners Mess Up)
You have TWO separate entities on Substack, and understanding the difference is crucial.
Your PROFILE is YOU as a person.
Think of it like your Twitter profile or LinkedIn. It shows your face and your bio, which explains what people can expect from you. This follows you everywhere on Substack. When you comment, when you post Notes, when you engage—people see your profile.
Here’s my profile:
And through your profile, they can then check out your publication. (Through my profile, for example, you’d land on the publication by clicking on “Write • Build • Scale.”)
Quick tip nobody mentions: Your profile picture shows up TINY in most places, so use a clear headshot that’s recognizable even at small sizes.
Your PUBLICATION is your brand, your newsletter, your business.
At Write • Build • Scale, we have our own logo, our own About page, and our own navigation. This is where your actual content lives.
Here’s why this matters:
You can have MULTIPLE publications on one profile. There are writers running three different newsletters on Substack—one on productivity, one on parenting, one on fiction writing—all from the same profile.
That’s not necessarily what I recommend doing unless you have a lot of time on your hands, but it’s an option you have.
For your publication, here’s what actually matters:
Your publication name needs to be either:
SEO-friendly (The Productivity Newsletter)
Brand-memorable (Write • Build • Scale)
NOT your personal name unless you’re already famous
Your navigation bar is prime real estate almost everyone wastes.
At Write • Build • Scale, we have different pages that serve different purposes. We run our podcast on Substack, link to our YouTube channel, feature our flagship program Substack System, and have an extensive About Page where we describe the paid tier in detail.
The links in our navigation bar help us consistently make sales because those are prominent links that many people see and click on. You really don’t want to waste this space.
The Notes Goldmine (The Discovery Engine Nobody Uses Right)
Remember when I said Substack has a secret social layer?
This is Notes. And if you’re not using Notes, you’re literally invisible on Substack.
When you publish a newsletter, mostly your existing subscribers see it because it shows up in their inboxes.
But when you post a Note? The algorithm can show it to thousands of potential readers who have never seen your work before.
The Note Strategy That Actually Works
Here’s what everyone gets wrong: they use Notes like Twitter/X.
Random thoughts, quote tweets, arguments. That’s noise.
Right now, people love that Substack is still different from platforms like Twitter, Instagram, and LinkedIn.
Here’s what I recommend instead: Follow the 3-2-1 formula:
3 value posts (tips, insights, frameworks)
2 engagement posts (questions, polls, discussions)
1 soft promotion (link to your latest article or paid tier)
The Restacking Revolution
Now here’s a feature that’s pure gold—Restacking.
It’s like retweeting but better. When readers restack your post with a comment, it goes to THEIR audience with their endorsement.
One restack from the right person can bring you dozens of new subscribers.
So how do you get restacks? You make your content “restackable.”
Every post needs what I call a “screenshot moment”—one paragraph so good, so quotable that people WANT to share it.
There are two ways to think about restacking:
Make sure you have bits and pieces in your content that are restackable, so people want to share your work with their audiences.
Use this feature to show up more often in the Notes feed yourself by restacking either your own content or other people’s content.
Here’s what a restack from a long-form post could look like:
The Publishing Interface
One of my favorite things about Substack is that the user interface is really simple, clear, and clean.
If you’re brand new to the world of online writing, you can easily create a new post, plug in your title, and start writing.
Although the interface is clean, you have a lot of formatting options to make your pieces visually attractive: dividers, images, buttons to encourage subscriptions, and of course you can add a paywall if you’re running a paid tier.
The Subscriber Management Secret
One of my favorite features on Substack is that you can look into the behavior and engagement of your readers when you open your subscriber list.
What you see there is not just email addresses. You also see:
Who your most engaged readers are
Who are paid subscribers
Who might be a potential customer in the long run
You can set up different filters to select only your paid subscribers. You could email just them, filter by people who have been commenting, or filter by activity status.
For example, you could say the activity status is five stars—these are your most active subscribers who open and read most of your emails:
Since those are your loyal readers, you can make them different offers, reach out to say thanks for their support, or get creative with campaigns that speak to different audience segments.
The Money Layer (When to Turn On Paid)
One of the most frequently asked questions among Substackers is: “When should I go paid?”
But that’s the wrong question.
The right question is: “What should I charge for?”
If you know what you want to charge for, you can reverse engineer and decide on the best time to launch your paid tier.
Here’s the truth—you can turn on paid subscriptions from day one. But HOW you do it determines whether you make $5, $50, or $5,000 a month.
The Three Monetization Models
The Paywall Model: Some content free, premium content behind paywall
The Support Model: Everything free, paid is optional support
The Community Model: Free gets content, paid gets community access
Of course, you can mix and match. At Write • Build • Scale, we use a combination of these—live workshops where only paid members can join or receive recordings, plus in-depth guides with PDFs and workbooks.
Pricing Psychology
Most Substackers charge $5–$10 per month and encourage monthly upgrades.
What we recommend instead: Set your monthly tier to be a little more expensive and make your annual tier more attractive so you can keep people engaged for a longer period.
It’s a win-win because they get a discounted rate and you get more touchpoints and opportunities to actually serve your readers.
But here’s the key—you need to position paid subscriptions as transformation, not information.
Don’t say: “Get access to paid posts.”
Instead, say something that shows them what they’re missing out on if they don’t upgrade.
The Growth Playbook (0 to 1,000 Subscribers)
This is what you actually came for—how to GROW on Substack when starting from zero.
Phase 1: The Foundation (0-100 subscribers)
Week 1-2: Setup
Profile optimization (bio, picture, one-liner)
Publication basics (name, logo, about page)
Write your Start Here page
Create 3 pillar posts (your best work)
Week 3-4: The Warm Launch
Import any existing contacts (even 10 helps)
Share on ALL your social media
Join 5 Substack publications in your niche to see best practices
Comment thoughtfully on 5 posts daily
Post 1 Note daily
This should get you to 50-100 subscribers. If not, your positioning is off.
Phase 2: The Momentum Build (100-500 subscribers)
Now you have social proof. Time to accelerate.
The Guest Post Hack: Find publications with a similar topic and offer to write a guest post for them. Focus on how you can provide the best possible value to THEIR audience.
The Recommendation Loop: When someone subscribes to you, Substack shows them other publications to follow. If you get recommended by the right publications, you’ll grow on autopilot.
How to get recommendations:
Recommend others first (they get notified)
Build relationships in Notes
Directly ask publications similar in size
Create “recommendation swaps”
We’ve gained 7,000 subscribers just through recommendations, which is massive:
The Fatal Five Mistakes That Kill Growth
Let me save you months of frustration. These are the mistakes I see EVERY DAY:
Mistake 1: The Perfectionist Trap
Writing one “perfect” post per month instead of one good post per week. Frequency beats perfection. Your judgment of a piece might not be the same as your audience’s. Sometimes you just have to ship before feeling 100% ready so you can get feedback and iterate.
Mistake 2: The Closed Loop
Only sending to email, never posting on Notes. That’s like having a store with no sign outside. Notes is your discovery engine.
Mistake 3: Being Unapproachable
Real human connection and social proof matters. People want to see the person behind the publication. Even if you don’t want to share too much of your personal life, sprinkle some personality across your work so people can connect with you on a deeper level.
Mistake 4: The One-Way Street
Never engaging with other writers. Substack is a community. The writers who grow fastest are the ones who comment, restack, and build relationships.
Mistake 5: The Generic Promise
Never say “Subscribe to my newsletter.”
Instead, give readers a good reason to care about your work by focusing on how you can truly help them.
The Bottom Line
Right now, Substack is having its “early YouTube” moment.
The platform is exploding, readers are hungry for quality content, and the algorithm actually helps new writers.
But this window won’t last forever. Every platform eventually gets saturated.
You can either start now, when it’s still relatively easy to grow, or you can wait until next year when everyone has a Substack.
The writers making six figures on Substack today? They’re not better writers than you. They just started. They figured out the system. And now you know it too.
If you’re brand new to Substack and want templates, swipe files, and frameworks to get started fast, check out our Substack Starter Kit. 🧰
Let me know in the comments: Which of the three Substack layers are you currently neglecting the most? 💬
I’d love to hear where you’re focusing your energy!
— Sinem
💡 Next: Start Building Your $10K/Month Substack
If you’re serious about turning Substack into a real income stream, this is the video to watch next.
I break down the exact 3-pillar method we used to grow Write • Build • Scale to over 1,000 paid subscribers—plus a complete 90-day roadmap you can follow starting today:
Very good advice-thank you!
Found this so helpful as I venture into growing my publication. Thank you so much!