I built a Substack to 10K subscribers and 500 paid in ~18 months alongside a full-time job. Here's what actually worked step by step.

Step 0 - Decide: business or hobby

This sounds obvious, but most people skip it and pay for it later.

If it's a hobby, write freely, don't stress the numbers, enjoy the community. Substack is a beautiful place for that.

If it's a business, you need to answer one question before you touch your profile or write a single post:

Who has a problem I've already solved, and what would they pay to understand how I did it?

Write this in one sentence: "I help [someone] achieve [specific outcome] without [specific frustration]." If you can't finish that sentence, you're not ready to set up anything yet, because your offers will be built on this and your entire content has to be around this - that's how you convert.

Step 1 - Set up for conversion

• About page: lead with what you do for the reader, not your CV. Make it about them, not you, tell them why they should upgrade and why now.

• Welcome email: your highest converting email (I know because I have a special offer in it so I can track, Substack doesn't provide data on this). Most people send two sentences or keep the Substack default. Set expectations, make them feel something, then pitch your paid tier.

• Pinned post: don't waste it on a welcome note nobody reads twice. Pin a "Start Here" guide that links to your best paid content with a soft nudge to upgrade.

• Headers and footers. most people don't even use these. I use them to promote my offers. They sell with every email I send.

Step 2 - Decide what to write (it's a positioning question, not a content question)

• Pick 2–3 content pillars max. If your newsletter covers more than 3 topics, it covers nothing. Readers can't recommend what they can't describe in one sentence. Make them around your paid offer in the paid subscription.

• Name your pillars like columns or products, not topics. Not "marketing tips", one of mine is called "Write2Sell." A named column becomes a brand inside your brand - people remember that.

• For your first 10 posts, don't start with what feels easiest. Start with what builds trust fastest: your origin story, your strongest contrarian take, a personal failure and what you learned, a data-backed breakdown, a behind-the-scenes "how I actually do X," the answer to the most common question you get asked, a curated resource list, a hot take, a reader story or case study, and what you believe that most people in your niche get wrong.

Step 3 - Grow with the tools most people ignore

• Notes: Write Notes that make the reader feel seen, not impressed. "I needed to hear this today" beats "wow" every time. My Notes are always on the topics I cover in my newsletter - that's how I make sure I attract people who are likely to convert. The highest free-to-paid conversion rate of people coming from Notes and the app is 11.7%. Most people use Notes to share what they ate today - huge mistake.

• Recommendations: Go to your dashboard → Grow → Recommendations, recommend someone you admire, and tell them. That single action opens collaborations, and collaborations are how you grow fast without paying for ads.

• Collaborations: one deep collab beats ten shallow ones. The easiest format: each of you writes one section of the other's newsletter on a shared topic. I use cross post and guest posts and lives. The biggest growth comes from lives with others, even if they have a smaller audience.

• External channels: I'm not quite active in these, but if you have the time, it complements growth - pick one and master it before adding another. LinkedIn is the most underrated channel right now for professional niches. Medium readers convert at a surprisingly high rate for me (I repost my free content there - that's all I do). YouTube is integrated with Substack, so your Substack lives can auto-publish there.

Step 4 - Monetize earlier than feels comfortable

The sequence most people follow: write → grow → monetize.

The sequence that actually converts: monetize → write → grow.

If you wait to figure out what you're selling, you risk building the wrong audience entirely.

• Turn paid on immediately, or at least as soon as your positioning is clear, not when you hit an arbitrary subscriber number. Make sure you add tangible stuff inside - things you can keep delivering continuously. People who sell AI prompts convert very well.

• Annual plans convert better than monthly. My split is 90%+ annual. Make the monthly price high enough that annual feels like a no-brainer. I launched mine at $36 annual and $9 monthly, with a $120 founding.

• Promote your paid tier constantly, everywhere. Most people think one post about it is enough. It's not. Nobody buys what they don't know exists. I automatically import Substack subs to Kit and run a nurturing + sales sequence designed to convert. I never promoted my paid tier after I implemented this and it bring me about half of my paid subscribers monthly.

• My paywalling method (the most efficient conversion engine): keep the WHY and the WHAT free, give some proof, keep the HOW behind the paywall. That's what keeps free subscribers from unsubscribing when a paid post hits their inbox.

That's it in a nutshell.

The biggest mistake most people make: They start with setting up the profile and start wiring without monetization. Two writers can publish on the same topic with similar quality for the same amount of time and get completely different results. The gap is almost always positioning, not content or consistency. Decide what you sell first, then write about it.

The one thing that actually separates people who build something real from those who don't: They stayed long enough to figure it out. Substack compounds. The income is real, the relationships are real, but it's not a fast game. If you want to make more money faster - add mid and higher ticket offers and sell them to your audience (courses, coaching/consulting/done for you).

I also created a one-pager blueprint you can print and follow, this is where you can download it: yana-g-y.com/p/how-to-s…