§ 01 · The Hook
The bait, then the rug-pull.
Sinem Günel opens with a credibility story — eight years of writing online — and a single piece of advice she heard from everyone: build your email list. Then she pivots to the reframe that powers the whole video: visibility without an email list is just a hobby, not a business. Everything from minute three onward is engineered to deliver one answer — start on Substack.
What the video promised.
stated at 01:05“In this video I'm going to show you the fastest and honestly the easiest way to build your email list in 2026. You don't need a following, you don't need a complicated tech setup, and you definitely don't need to be on every social media platform.”delivered at 13:58
Where the time goes.
00:00 – 01:24
01 · Cold open
Personal credibility story plus the reframe: followers don't belong to you, only email subscribers do. Promise stated at 01:09.
01:24 – 02:52
02 · Point 1 — The Problem
Creators treat list-building as a phase-two thing. The visibility you build on social media doesn't belong to you. Followers are not the same as subscribers.
02:52 – 04:18
03 · Point 2 — Why most email tools fail new creators
Kit, Beehiiv, Mailchimp are powerful but have learning curves and monthly costs before you've made a dollar. Friction stops people from ever starting.
04:18 – 05:52
04 · Point 3 — What changed on Substack
Substack Notes (April 2023) added a built-in discovery feed. Now you can start with zero audience and grow inside the platform. Recommendations, cross-promos, guest posts, live streams, recording studio.
05:52 – 06:08
05 · Mid-roll: Substack Starter Kit
Soft pitch for the free Starter Kit lead magnet at writebuildscale.com/ytstarterkit. Setup checklist, content planner, strategy guide.
06:08 – 08:08
06 · Point 4 — Profile vs. Publication
Your profile is you (name, photo, bio) and follows you everywhere. Your publication is your brand — its own name, identity, homepage. Most newbies collapse the two and never name their publication.
08:08 – 10:00
07 · Point 5 — Posts vs. Notes
Posts build depth (trust, SEO). Notes build reach (cold readers via the algorithm). Cadence: one post per week, daily Notes.
10:00 – 11:40
08 · The paid tier is a milestone, not day one
Substack's paid tier is real and proven (her own publication: 1,600+ paid subs in <2 years) but launching it with no list is pointless. Build the free audience first.
11:40 – 13:58
09 · Realistic first-week plan
1) Create account + name your publication. 2) Publish your first post (intro, short, just to practice). 3) Show up on Notes daily. The culture is collaborative — comment, restack, have real conversations.
13:58 – 14:39
10 · Closing CTA + next-video loop
Grab the Starter Kit (linked below). Then watch her next video on building a paid Substack tier that generates recurring revenue.
Visual structure at a glance.
Named ideas worth stealing.
01:57concept
Followers vs. Subscribers reframe
Followers belong to the platform; subscribers belong to you. A follower isn't even likely to see your next post; a subscriber is committed to hearing from you.
Steal forany email-list or owned-audience pitch — works as a cold-open hook on its own
06:28concept
Profile vs. Publication
- Profile = the person (name, photo, bio, follows you everywhere)
- Publication = the brand (its own name, homepage, identity, what people subscribe to)
Most new Substackers collapse the two and end up with a publication named after themselves with no clear focus. Treating them as separate forces you to name your brand and articulate its angle.
Steal forany 'start a newsletter' tutorial — also applies to YouTube channel names vs. creator names
08:08model
Posts vs. Notes (depth vs. reach)
- Posts build depth (trust, SEO, the thing they subscribe to stay for)
- Notes build reach (the algorithm pushes them to cold readers)
Posts convert; Notes acquire. You need both, but they do different jobs.
Steal forany platform with a long-form + short-form pairing (YouTube long + Shorts, blog + tweets, Substack posts + Notes)
09:18list
Weekly Substack cadence
- One long-form post per week
- Notes daily (or at least a few times a week)
- Engage in other people's Notes and comments authentically
The minimum viable rhythm she recommends to her clients. Posts do the depth job, Notes do the reach job.
Steal forcreator content calendars in any niche — the 1-per-week + daily-shorts split is platform-agnostic
10:00concept
Paid tier as milestone, not day one
Setting up paid subs with no list is pointless — you'll be writing premium content for five people. Build the free audience first, then activate paid when you have enough subscribers to launch to.
Steal forany monetization-timing question — 'don't sell yet, audience first'
Lines you could clip.
01:05
“Visibility without an email list is just a hobby. It's not a business.”
01:57
“Your followers don't belong to you. Your YouTube subscribers don't belong to you. But every single person on your email list — that's really yours.”
02:18
“Followers are not the same as subscribers. A subscriber is committed to hearing from you. A follower, on the other hand, isn't even likely to see your content when you hit publish the next time.”
03:42
“The tool you actually use is always better than the perfect tool you never even set up.”
09:18
“Publish one post per week and show up on Notes daily. The more consistently you show up, the faster the list will grow. It's as simple as that.”
11:08
“The paid tier is not a day one decision. It's a milestone.”
How they spent the runtime.
Hook length84s
Info densitymedium
Filler8%
Things they pointed at.
03:00toolKit (ConvertKit)
03:01toolBeehiiv
03:02toolMailchimp
How they asked for the click.
13:58newsletter
“And if you want to get started right away, the Substack Starter Kit is linked below. It's waiting for you. It's free and it will walk you through everything we covered today.”
Lead-magnet CTA, not subscribe-CTA. Soft-mentioned at 05:52 (mid-roll), explicit at 13:58 (close). Followed immediately by a next-video loop pointing at her paid-tier breakdown — keeps the viewer inside her funnel either way.
Word for word.
HOOKopening / re-engagementCTAthe pitchmetaphorstory
00:00HOOKI started writing online in 2018 with no audience, no brand, and no idea what I was doing. And throughout my journey, one piece of advice kept coming up no matter who I listened to or what I read. It was build your email list. I didn't fully understand why. I didn't have a product to sell. I didn't even have a clear topic yet, but I did it anyway. I started building my list from day one. And looking back, that's one of the smartest business decisions I've ever made. Now here's what most creators do instead. They spent months,
00:36HOOKsometimes even years building an audience on Instagram, YouTube, or LinkedIn. They grow. They get views. They get followers. And then one day, they realize they don't actually own any of it. The platform changes the algorithm, their reach drops overnight, and they have no direct way to reach the people who actually like their work. Because here's what nobody tells you early enough. . It's not a business. And in this video, I'm going to show you the fastest
01:09HOOKand honestly, the easiest way to build your email list in 2026. You don't need a following to start. You don't need a complicated tech setup, and you definitely don't need to be on every social media platform to do it. So let's get into it. Most creators treat email list building as a phase two thing. They think that they need visibility first, and they try to build an audience without building a list. But that logic has a serious flaw because the visibility you build on social media doesn't really belong to you. Your followers don't belong to you. Your YouTube subscribers
01:47don't belong to you. But every single person on your email list, that's really yours. That's that no algorithm can take away from you, at least not as easily as a platform. And I see this happen constantly. Creators spend two, three years grinding on platforms, and then they launch something, a product, a course, a service. And that's when they realize they have no real way to convert their audience
02:15into buyers because followers are not the same as subscribers. A subscriber is committed to hearing from you. A follower, on the other hand, isn't even likely to see your content when you hit publish the next time. And here's the thing, you don't have to choose between building visibility and building your list. You can do both at the same time if you use the right platforms and the right strategies right now. Now the obvious question is, where do we actually build this thing? Because that's where most people get stuck. They know they need a list. They just don't know where to start. And when they look at the options, they feel overwhelmed. So let me tell you exactly
02:53where I would start if I were beginning today. The tools most people think of first, like, Kit, Beehive,
03:01Mailchimp, the big email service providers, they are incredibly powerful, but they come with a learning curve, a setup process, and in most cases, a monthly cost before you've sent a single email or made a single dollar. Now for a lot of creators, that friction is enough to stop before they even set up a list. And this is exactly why I've been recommending
03:24Substack to my audience and clients for years, long before I've actually been on the platform myself. The reason is simple. Substack is the perfect place to start your email list if you feel overwhelmed by complex email service providers and don't want to go through the hassle of the tech setup behind the scenes as a new creator. With Substack, you don't have a complicated dashboard,
03:47complex automations, and a thousand different settings to fix before you can send out emails. You sign up, you start writing, and people who like your work and want to read more subscribe by clicking a single button. The barrier to entry is as low as it gets, and that matters more than people realize because . And in 2026,
04:13Substack actually has advantages that no other platform can compete with. Now let me give you the full picture. When Substack was first launched, it was a publishing tool. You could write, you could send newsletters, you could build a list. But getting discovered by new readers was entirely on you. You had to bring your own audience to the platform. But in April 2023, Substack launched notes, which is a built in social feed of short form content that circulates through the platform, gets recommended, gets shared by other writers, and reaches readers who have never heard of you before. Now you can actually start a Substack with no audience and grow inside the platform itself.
04:56And since then, has continued to build out discovery and collaboration features, recommendations between publications, cross promotions, guest posts, live streams, even an entire recording studio for audio and video directly directly inside
05:12CTAthe app. The platform is growing rapidly right now. Big voices across the creator world are publicly talking about why they are paying attention to Substack. And if you've spent even a couple of hours actually using Substack as a reader, you will understand why. It feels different. It feels calmer, more intentional, less engineered to keep you scrolling just for the sake of it. So right now, Substack is genuinely one of the most interesting opportunities available to any creator who wants to build an email list from scratch. So let me show you how to actually get started and make the most of your email list on Substack right now. But before I walk you through the actual setup, I have put together a free resource called the Substack Starter Kit with everything you need to launch and grow your Substack,
05:59CTAincluding a setup checklist, a content planning system, and a strategy guide. I'm linking it below so you have instant access to all the info and can get started right away. Now let's talk about how to actually start and grow on Substack. The first thing you need to understand before you touch anything on Substack is this. Your profile and your publication are two completely separate thing. Your profile is you. This is your name, your photo, your bio as a person. It exists across the entire platform
06:30and follows you everywhere whenever you comment, whenever you engage with someone, or enter a collaboration. Your publication is your brand. This is essentially your newsletter. It's the home for your content and your subscribers,
06:44and it is everything you publish. It has its own name, its own homepage, its own identity, and it's what people actually subscribe to. A lot of new creators don't realize that there's even a difference, and they end up with a publication that's just their first and last name and with no clear focus or identity. But you are actually supposed to give your publication its own name, its own angle, its own reason to exist. This is completely separate from who you are as a person. It's even possible to create more than just one publication if you do want to write about multiple completely
07:20different topics. . Substack gives you a lot of flexibility in how you design it. You can use a header, a tagline, a welcome post pinned at the top, sections that organize your content by topic, and a subscribe blog that converts visitors into subscribers with a custom message. And you really want to take your time to build your publication page because when someone discovers you through notes, for example, or recommendations
07:49or a search result, this is where they land. They will check out your publication main page. And the goal here is very simple. A first time visitor should immediately understand what your publication is, who it's for, and why they should subscribe. If these things are not obvious in the first few seconds, the visitor is likely going to be gone. Now let's talk about the two main types of content on Substack. These serve completely different purposes and most new creators either don't even know the difference or they treat them the same way simply because they don't understand how to make the most of each type. So on Substack, your posts are essentially your newsletter. These are long form posts and they usually go out via email to your subscribers.
08:33These posts also live on your publication's homepage. Posts usually do the heavy lifting of building trust. They can also be indexed by search engines, which means they can bring in cold traffic from people searching for topics you write about, completely independent of anything you do on the platform itself. Now notes on the other hand are different. This is your short form social feed. A note can be a short thought, an observation,
08:58a question, a short take on something relevant to your niche. It can even be a photo or a quick video. Notes circulate through the Substack Network. They get shared by other writers. It's what we call restacking, and they can reach people who have never heard of you simply because the notes algorithm is pushing content in front of people who might be interested,
09:19just like most social networks do. And here's the key principle. Your posts build depth. Your notes build reach. If you are starting from zero, notes is how new people will find you. And when they land on your publication, thanks to a note they saw, your posts will convince them to subscribe and stay. So here's the most straightforward approach that we recommend to most of our clients. Publish one post per week and show up on notes daily. The more consistently you show up, the faster the list will grow. It's as simple as that. Now I want to talk about Substack's paid tier real quick because this is where a lot of new creators get excited, but also where they get distracted
10:01from the actual goal. Substack makes it simple to set up a paid subscription tier. You set up a price, decide what's behind the paywall, and you are essentially done. But here's what I actually want you to understand. The paid tier on Substack is a real business opportunity. It's a genuine proven revenue stream that thousands of creators are already building and leveraging right now. We know this firsthand at Rightbuildscale, and it's a big part of why I'm talking about this platform specifically.
10:29We have grown to more than 1,600 paid subscribers within less than two years, and it's generally one of the most exciting opportunities to build hot leads for the rest of your business if you already have one. And let's be honest, the opportunity to monetize your newsletter through paid subscriptions is real right now, but the timing matters. Because if you are just starting from scratch with a small list or no list at all, launching a paid tier right now is not going to move the needle for you. It's not because the model doesn't work, but because the timing just isn't right for you yet. Because any product needs an audience that you can sell it to. And in the early days, building the audience is the work that you should actually be focused on. So here's how I want you to think about it. The paid tier is not a day one decision. It's a milestone. You build your free publication. You grow your list. You deliver consistent value, and then you introduce the paid tier when you actually have enough subscribers to launch it to. Because when you do it, you want to do it properly, and you want to see real tangible results.
11:35The opportunity isn't going anywhere. And when you're ready to activate it, you will be set up to do it in a way that actually works. Because the most disappointing thing is to set up a paid tier, only have a handful of paid subscribers, and show up week after week creating paid content for just a few people. Build the audience first and take it one step at a time from there. Now let me give you the actual starting point and the realistic picture of what your first few weeks could look like. First, you create your Substack account and you set up your publication. Obviously, this is the starting point. It's crucial. You want to give your publication a clear name and a short tagline that tells visitors exactly who this is for and what they can expect. Don't overthink the small decisions. You can always tweak them later, but make it clean and clear to start with. Number two, write and publish your first post. It can be short. It can be an introduction. It can be about who you are, what you write about, and why you started. Just publish something to get familiar with the platform right away. Barely anyone is going to see your first few pieces anyway. This is your opportunity to practice in silence. Number three,
12:43start showing up on notes. At least a few times a week, ideally even daily, share something short, a thought, an insight, something you noticed, and engage with notes that genuinely resonate with you. If you've already been creating content elsewhere, this is a perfect opportunity to repurpose your existing work. Now within your first week, you should have a solid feel for how the platform works. But here's what makes Substack different right now. The culture on the platform is genuinely collaborative.
13:15People share each other's work. They support each other. They respond to comments. They recommend publications they actually like. It's not the cutthroat engagement farming that you see on other platforms right now. It's closer to a community than the social networks that we are used to. And that means that showing up authentically, having real conversations,
13:36CTAand being genuinely in other people's work is not just the right thing to do. It's also the fastest way to grow. I would even say it's also the most fun way to grow because you get to talk to really interesting people. So lean into that. Have conversations with people. Share your perspective. Comment on other people's work. Be active in publication chats.
13:58CTAGo where your audience might already be hanging out on the platform and meet them right there. And if you want to get started right away, the Substack Starter Kit is linked below. It's waiting for you. It's free and it will walk you through everything we covered today and much much more so that you're not staring at a blank page anymore. And if you want to build a paid tier and make money directly through paid subscriptions on Substack, watch this video next where I break down exactly how to build a Substack publication that generates real recurring revenue. The strategy, the positioning, and what actually makes the difference between a publication that grows and one that stalls. I'll see you there.
§ · For Joe
Steal the lead-magnet funnel.
Substack-as-onboarding playbook
Don't sell the channel — sell the lead magnet. Use the talking-head longform to build the reframe, recommend the tool, and dump the viewer into a free download that captures their email.
- Open with a reframe, not a feature pitch. Sinem spends 3 minutes establishing 'followers are not subscribers' before naming any tool. The reframe is what makes the tool sound inevitable.
- Use white-card 'Point N' section titles every 2-3 minutes. Cheap to produce (bold black text on white BG), and they function as re-hooks for the watch-time graph.
- Make the primary CTA the lead magnet, not subscribe. A YouTube view is worth ~$0. An email goes into your funnel forever. Mid-roll soft mention + explicit close.
- Disclose before the audience suspects. 'I recommended Substack before I was on it myself' kills the shill objection in one sentence — borrow this pattern for any tool you endorse.
- End on a next-video loop pointing inside your funnel — never 'thanks for watching.' Hand the viewer the next click before YouTube does.
- Acknowledge the alternatives by name (she named Kit, Beehiiv, Mailchimp). Trying to pretend they don't exist would make her sound like a hustle bro; naming them makes her sound like an honest guide.
- Build the cadence into the lesson: 1 long-form per week + daily short-form is the platform-agnostic creator rhythm. Repeat the prescription explicitly so viewers screenshot it.
§ · For You
What this could mean for you.
If you're thinking about starting a newsletter
If you've been putting off building an email list because the tools feel overwhelming, Substack is engineered exactly for the version of you that hasn't started yet.
- Sign up for Substack today — not Kit, not Beehiiv, not Mailchimp. The goal at this stage is to send your first email, not pick the perfect tool.
- Name your publication something other than your own name. Even something simple like 'Notes on [your topic]' forces you to declare what it's about.
- Write your first post this week — even a 200-word 'hi, here's what I'm going to write about and why' intro counts. Almost no one will see it. That's the point: you're practicing in silence.
- Post one long thing per week. Post on Notes (the short-form feed) most days — even just a single sentence reaction to something you read.
- Comment on other people's Notes and posts before promoting your own. Substack culture rewards genuine engagement; restacks from people slightly ahead of you are the fastest growth path.
- Ignore the paid tier for the first 6-12 months. Set it up when you have an audience to launch to, not before. Free posts + free Notes is the entire job at the start.
