💡 The 4 Ways to Make a Living on Substack (And Why Most People Don’t)

The simple framework behind paid growth, retention, and real revenue.

Hi Sutoscientists,

Substack sells a very specific fantasy.

You write something smart. You hit publish. A thousand discerning strangers instantly recognize your genius. You flip on paid. Stripe starts making that satisfying little ka-ching noise. You retire into a life of artisanal fruit and vibes.

And yet… a ton of writers end up in the same spot: a respectable free list, a handful of sweet replies, and revenue that feels more like “fun money” than “I can pay rent and still buy guac.”

It’s not because you’re doing it “wrong.” It’s because Substack isn’t one game.

It’s more like a gym with four different ways to get in shape — and most people are doing treadmill workouts while trying to train for a powerlifting meet. Then they’re confused why their squat isn’t improving.

So instead of asking, “How do I make money on Substack?” ask the better question:

What kind of income machine am I actually building here?

Before we get into the four ways to earn, let’s set the table: Substack has two main publishing models, which we went over in our first week class for the Substack Sprint, which you can watch here 👇

✌️ The Two Publishing Models (The Container Everything Sits In)

1) Essay-driven: content is the product

This is the classic newsletter archetype. Your writing is the main dish. People subscribe because they like your mind, your taste, your ability to make sense of the world, your research, your voice — the specific way you see things.

In this model, when you’re “doing it right,” the reader finishes your post and thinks:

“I’m glad I read that. I see the world differently now.”

2) Community-driven: membership is the product

This is the one people misunderstand, because they hear “community” and think “comments” or “a chat thread where two people say ‘great post!’ and then disappear.”

Real community is much simpler: people pay to be in a room.

They’re paying for closeness — to you, and to other readers. They’re paying for momentum, accountability, shared language, inside jokes, and that magical feeling of “I’m not doing this alone.”

In this model, when you’re “doing it right,” the reader thinks:

“If I left, I’d miss something.”

Now here’s the important part:

Either model can make a living.

But the way you make money depends on which engine you choose.

And there are four engines.

🍀 The 4 Ways to Make a Living on Substack

1) Paid Membership (Recurring Revenue)

Let’s start with the obvious one — not because it’s the best, but because it’s the one Substack quietly nudges you toward like a waiter gently suggesting the most expensive wine.

Paid membership is the “people pay you directly” model. It works when readers feel like they’re getting an ongoing experience, not a one-time hit of insight.

If you’re essay-driven, the paid version is usually some combination of “deeper, sharper, more specific.” If you’re community-driven, paid is “closer, more interactive, more alive.”

The trick with membership is that your product isn’t just posts. Your product is continuity.

People stay subscribed when there’s rhythm. A pattern. A ritual. Something they’d notice if it disappeared.

A monthly live session. A weekly office-hours thread. A Friday roll-call. A short sprint. Anything with rhythm that makes the membership feel like a place you go, not a button you click.

Here’s a gut-check that never lies:

What happens here that can’t happen if I just read your posts alone?

If the answer is “honestly… nothing,” then you don’t have a membership yet. You have content with a paid toggle.

And again: that’s not bad. It just means you’re trying to earn one way while building another.

🔒 The 3 Other Ways to Make a Living on Substack (And How to Choose the Right One)

If membership is your engine, you already know it. It feels obvious. It feels like your people are gathering around something real.

But if you’re not sure, it’s usually because you’re actually building one of the other three engines—without naming it.

That’s what the rest of this post is: the other three ways people make a living on Substack, what each one really is, and what you should publish if you choose it.

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