How to Win on Substack: Dr. Mehmet Yildiz on Nailing Content Strategy, Building Audience, and Monetizing With Mastery

Exclusive Interview of Dr Mehmet, Head of Illumination Publications, Seasoned Writer, Content Strategist, and Kindest Person

Image courtesy of Aiden (Owner of Illumination Gaming)

I am a new writer on Medium and Substack loving both platforms passionately. Substack is all the rage among writers, and for good reason. Since its launch in 2017, the platform has grown exponentially. With 35 million monthly active readers, a 5–10% free-to-paid subscription conversion rate, 50% annual growth, and over 2 million paid subscriptions, Substack is helping writers build both readership and revenue.

Dr. Yildiz is a science and technology consultant who has worked for large organizations like IBM, Microsoft, Siemens, and NATO for over 40 years. He has a well-established academic and research background, with a professional doctorate and dissertations across multiple disciplines, including cognitive science, information technology, education, business, and leadership. He has over four decades of writing and publishing experience and has witnessed many platforms grow and collapse.

Dr Mehmet is the head of Illumination Publications, a content strategist, a seasoned writer, and the kindest human being in my perspective. His latest book “Substack Mastery: Insider Secrets from a Content Strategist & Seasoned Author” instantly topped many charts in digital, paperback, or audio formats and became an Amazon bestseller.

This unique book is an informative, educational, and inspirational source for writers who want to start a Substack newsletter, build their audience, and grow with a supportive community. Please read my review here. He also released a concise version of the same book and helped freelance writers save over $600. I had the opportunity to beta-read the book before its release and learned wonderful strategies that have turned all of my substack metrics green.

I met Dr Mehmet on Substack and joined his publication 2 months back. He has always supported and appreciated my work. Today, I have the immense pleasure of interviewing Dr Mehmet, asking him all the burning questions about growing on Substack, writing online, building content strategy, and monetization from the perspective of a budding writer.

Here are my 14 Questions Dr Mehmet Kindly Answered via His Slack Workspace after Reading His Best-Selling Book

Image cover of the Substack Mastery book by Dr Mehmet Yildiz (Main)

1. Why Substack? Why not use any other platform, which can provide pay-per-view for new writers?

We can use all platforms to grow our audiences. But since your question is about Substack, let me highlight a few key points. It offers a unique combination of freedom, direct reader relationships, and the ability to build a sustainable business. Unlike Medium’s paywall model, which relies on page views and algorithmic decisions, Substack empowers writers to monetize their work directly through paid subscriptions without a middleman, giving them control over their income. It also focuses on community building, allowing writers to develop more meaningful, long-term relationships with their audience. For new writers, this direct connection with readers can be motivating and rewarding. As I pointed out in my stories and my recent book Substack Mastery, using Medium and Substack together can bring more benefits. I personally benefited from Medium in growing my audience on Substack.

2. Finding a niche or diversifying content as new writers, what will work best on Substack?

Finding a niche is necessary, especially when starting out but one can have several niche topics and integrate them. A focused topic allows us to attract a specific audience who shares our interests. Once we’ve built a dedicated following, we can experiment with diversifying our content. That said, Substack thrives on authenticity. If your passions span multiple subjects, don’t be afraid to explore them — but ensure there is cohesion or a common thread that ties your content together. This can keep your readers engaged without losing focus.

3. How do I tell people about my newsletter without sounding salesy?

Focus on the value you’re providing rather than selling the product. Be transparent about why you created your newsletter and what readers will gain by subscribing. Share your excitement and passion for the topics you’re covering, and invite people to join a community rather than just signing up for another email. Offering free content or previews can also help potential readers feel confident in subscribing without feeling pressured.

4. What should be the goal for someone who is just starting out? Quality or Quantity? Suggest a strategy to build an audience.

Quality should always take precedence. Consistency is important, but consistently high-quality content is what will ultimately build trust and retain readers. As for strategy, focus on delivering content that resonates with your target audience. Engage with them through comments, social media, or even surveys to understand what they want. Offering something valuable, whether it’s insightful commentary, educational material, or entertaining stories, will naturally lead to growth over time.

5. What do you think about providing value vs writing for monetary gain, can these two be combined in any way?

Yes, they can definitely be combined. In fact, they should be. Providing value is what keeps readers engaged while writing for monetary gain is what allows you to sustain your work. The key is to find the sweet spot where your content offers something truly valuable — whether that’s education, inspiration, or entertainment — while structuring it in a way that encourages readers to support you financially. Many successful writers create free content to build trust and then offer premium insights or deeper dives for paid subscribers.

6. How to understand what readers want as a new writer with fewer followers or someone who is just starting out?

When you’re just starting out, feedback is invaluable. Engage with your early readers as much as possible — ask for their input, encourage them to leave comments, and run polls or surveys to understand their preferences. Pay attention to the posts or topics that get the most engagement, and let that guide your content. Also, stay true to your voice and interests; often, readers are drawn to authenticity more than anything else.

7. What are other ways to network on Substack apart from guest posts?

Substack offers several networking opportunities beyond guest posts. Engaging with other writers by subscribing, commenting, or sharing their work helps build relationships. Substack also has features like “Recommendations,” where writers can suggest other newsletters to their readers, creating a sense of community. You can also host or participate in discussions, start collaborative projects, or create a series that involves contributions from other Substack writers. Networking organically through genuine interactions can lead to better connections.

8. In my experience, people who design their Substack as an email marketing platform to sell their courses or products make the most money. Is this assumption accurate? How can writers who like to write storytelling forms of content earn money?

It’s true that Substack can be used as a marketing platform, but there’s also plenty of room for writers who focus on storytelling. Storytelling resonates with readers on a personal level, and many are willing to pay for thoughtful, well-crafted content that isn’t purely promotional. To monetize storytelling, consider offering premium content, exclusive behind-the-scenes insights, or even serialized content for paid subscribers. Creating a strong connection with your readers will lead to loyal supporters who value your work enough to invest in it.

9. How do you generate so much content regularly? Don’t you get writer’s block?

I used to have writer's block in my younger years, but not anymore. Staying consistent with content can be challenging, but having a system in place helps. I schedule regular writing times and keep a running list of ideas, which ensures I always have something to work on. As for writer’s block, I try not to wait for inspiration to strike — I work through it by writing even when it’s tough, knowing that not everything has to be perfect on the first draft. Taking breaks and switching up my environment also helps when I feel stuck.

10. I often suffer from perfectionism, it gets hard for me to hit publish until I have written everything to my satisfaction, which takes me a lot of time to get. What advice can you give about this?

Perfectionism can definitely slow the progress. One strategy is to set clear deadlines with MVP (minimally viable product) and commit to publishing even if the work isn’t perfect. Remember that done is better than perfect. You can always refine your writing over time, but the most important step is to get your ideas out there. Trust that your audience will appreciate your efforts, and often, they’ll provide feedback to help you improve.

11. What advice do you have for writers who suffer from imposter syndrome?

Imposter syndrome is common, especially for writers. The key is to remember that everyone, no matter how successful, has moments of self-doubt. Focus on the value you bring to the table, and trust in your unique perspective. Also, try to detach from comparing yourself to others — every writer is on their own journey. Building confidence takes time, but consistently creating and sharing your work will help reinforce that you do belong.

12. When should one think of making their Substack paid? What do you think is the ideal amount to charge? And what is the fastest possible path to reach monetization?

You can instantly turn on monetization otherwise, Substack will have no incentive to promote your newsletters. However, you can keep providing free content and consider making your newsletters paid when you’ve built a loyal, engaged readership who find genuine value in your work. The ideal amount depends on your audience and the type of content you’re offering. Many writers start with something like $5/month or $50/year, but it’s important to test what works for your community. To monetize quickly, focus on delivering consistent, high-quality content and engaging your readers directly to create a sense of community and loyalty.

13. How do you identify potential clients from your readers?

If you’re offering valuable insights or expertise, it’s likely that some of your readers are potential clients. Pay attention to who regularly engages with your content, leaves thoughtful comments, or reaches out directly. You can also create content tailored to solving specific problems or offering advice in areas where you have expertise — this may naturally attract clients who need your services. Don’t hesitate to offer consulting or premium services to those readers who show strong interest.

14. Can someone earn a full-time income from Substack? If yes, what strategy should one follow?

Yes, it’s possible to earn a full-time income from Substack, but it requires consistency, high-quality content, and building a dedicated audience. Focus on growing your email list, engaging with readers, and offering both free and paid content.

One common strategy is to offer free content to attract a broad audience and then provide premium, exclusive content to paid subscribers. Diversifying income streams through sponsorships, consulting, coaching, training programs, or digital products can also help boost revenue.

Thank you, Ana, for the opportunity for me to briefly answer your excellent questions. I covered most of these points in my recent book Substack Mastery in detail. Your brilliant questions inspired me to add more chapters to this evolving book.

I will definitely add chapters on dealing with writer’s block, perfectionism, and impostor syndrome issues which I covered in multiple stories before. They can be found in this list on Medium.

I can be contacted via my website for guidance or collaboration. I also invite all Medium and Substack writers to be guest bloggers on our community blogs to create visibility for their stories or newsletters. I wish you and other writers the best in this exciting journey.

Thank you, Dr Mehmet, for your insightful answers; I am sure any new writer reading this would benefit immensely. I know you interviewed many writers, and I appreciate your kindness in adding me to your list.