Dan Koe’s Substack Funnel Breakdown (Why Simple Still Sells Millions)
It’s not flashy, it’s not complicated, but it’s pulling in millions.
I started writing online because of Dan Koe.
One article and boom, I was hooked. Honestly, the man is responsible for half of Twitter’s “new writer” population. If you don’t know him, quick refresher:
He’s:
Made $7M+ selling low-ticket products
Built an audience of almost 4.03M followers.
Rocks a profile pic that screams “modern philosopher with WiFi.”
Pulls in about $2M per year (working fewer hours than most interns)
He moved 50k of his most active members to Substack, just because he could.
But here’s what makes this funnel deep dive spicy: it’s a Substack funnel.
Way different from the others I’ve roasted so far: how he gets new free subscribers and welcome email are quirky in all the right ways.
If you’re on Substack, you’ll want to steal his playbook to:
set up a persuasive Substack offer
create a binge-worthy Substack website
Turn free subs into paid ones (takes 60 seconds to set up).
Not on Substack? No problem. You’ll still learn:
How to structure an offer people can’t resist.
How to make your welcome email so good it slaps.
An uncommon copywriting philosophy that works, but you no one talks about it.
Ready?
Grab your goggles, we’re cannonballing into Dan Koe’s funnel.
Funnel Piece #1: The Landing Page
Dan’s website isn’t technically a landing page… but since that’s what he links everywhere - Threads, X, probably his grandma’s fridge, I’ll cover it.
Here’s the twist: this page doesn’t try to convert you fast.
Instead, it tries to squat in your brain by making you read for as long as possible. Longer read time = more trust = more sales.
And how does he do it?
By casually dropping a 27,000-word featured post.
That’s not a blog post. That’s a book. 90–120 pages. Sure, there’s a table of contents, but once you start, it’s less ‘light skim’ and more ‘full brainwash into his worldview
Honestly? Brilliant.
Because instead of a free PDF lead magnet, you get absorbed into his entire philosophy just by visiting the site. Free rent in your head, courtesy of Dan.
What works well
Featured post indoctrination. His “lead magnet” is basically: “Here’s my manifesto, good luck.” And it works.
Menu optimized for binge-reading. It’s like Netflix, except instead of “Next Episode,” it’s “Next Essay.”
What flops harder
No single CTA. A proper landing page forces you: subscribe or leave. This one’s like: “Stick around… or not. Whatever.”
Weak newsletter pitch. “Stay relevant”? Dan, I don’t wake up dreaming of relevance. Give me a benefit, not a vague vibe.
Zero proof. Why should we trust you? A little authority goes a long way. Toss in a stat, a testimonial, something besides “trust me, bro.”
No subscribe at the bottom. If someone makes it that far, don’t punish them with a scroll-back workout. Drop a button. See how below:
Final verdict: 4/10.
Some good ideas, but missing the basics. Felt less like a funnel and more like stumbling into a library with no librarian.
Funnel Piece #2: The Welcome Page
What I liked
Paid members actually get juicy perks: AI writing tools and a full business launchpad course. Not bad, it’s like Netflix, but for solopreneurs.
What could be improved
No price tags. Add them, Dan. It makes the features feel like a luxury steak dinner instead of mystery meat (the full one-person business launchpad course ($100))
Benefits missing. Don’t just say “skill library.” Tell me if it’ll help me land clients or just teach me to juggle PDFs.
Free tier is a snoozefest. Why should I subscribe? To feel like I’m part of a club with no perks?
Founding member tier = zero incentive. “If you just want to show support.” Dan, this is where other creators dangle 4 bonus calls and a shiny tote bag. You gave us… vibes.
Final verdict: 4/10.
The copy feels like it’s on autopilot. The perks are fine, but the pitch needs more spice or at least a free mug with his face on it.
Funnel Piece #3: The Thank You Page
So, what happened after I subscribed?
I was hit with a recommendation spree. I said “no thanks”
“Want to recommend Future/Proof?”
Me: “Uh… no thanks.”
Why would I? There’s zero upside for me. (Dan, buddy, benefits aren’t optional. They’re the copywriting oxygen) The “let your readers know…” selling point doesn’t work.
But then things got interesting…
A referral program.
Invite friends → get a free month.
Now that’s a clever move. Who doesn’t love bribing their friends in exchange for perks? It’s basically “multi-level marketing,” except ethical and you don’t have to sell protein powder.
The brilliance here?
Every new subscriber has a built-in reason to pull in more subscribers. It’s growth that scales itself. Genius.
Can I get a free month by inviting friends?
Want to set this up? It’s easy:
Settings → Referral → 1 free month for 3 referrals.
Boom. Your audience becomes your unpaid sales team.
Funnel Piece #4: The Welcome Email
Subject Line: thank you, here’s what to expect
Preview text: You’re receiving this because you subscribed to future/proof
What he nailed:
Free value posts. Like free samples at Costco, get a taste, get hooked, end up with 3 packs of frozen dumplings you didn’t need. Smart.
Linked paid posts. Little teases of what’s behind the velvet curtain. Juicy enough to make you wonder what you’re missing.
Only one link. Just a Subscribe button. No “menu of chaos” with 5 links competing for your click. Simple = effective.
Where he faceplanted:
Subject line = Nyquil. If he weren’t known, I’d skip it. Toss in some curiosity, or a benefit. Example: “Welcome to Future/Proof + 4 articles to grow your biz in 5 minutes.” Now I’m clicking.
Boring intro. “You subscribed.” Yes, Sherlock, I was there when I did it. Give me something with flavor, not a receipt. Make the first sentence hook me so that I stick around.
Destroyed his own authority. “I’m a beginner myself.” Dude. If the pilot said that before takeoff, I’d run. Tell me what you are good at, not what you’re bad at. E.g.: flex your subscriber count or how much money you. made.
Overall:
The freebies and paid teasers? Solid. But no social proof = my skeptical brain goes, “Cool… but does this actually work, or am I beta-testing your hobby?”
Let’s Recap, Shall We?
Tactics Worth Stealing From Dan’ Funnel
One single CTA (Subscribe) keeps it clean and conversion-friendly.
Referral program = turning readers into unpaid, but happy, sales reps.
Free content as the bait, paid content as the hook - Costco sample strategy.
Teasing paid posts builds FOMO and nudges upgrades without being pushy.
Potential Upgrades He Could Make (That You Can Learn From)
Spice up subject lines - curiosity > coma-inducing.
Add social proof (numbers, testimonials) to erase doubt
Strengthen the free tier pitch - give people a reason to join besides “relevance.”
Lead with authority, not apologies in the welcome email. Nobody wants advice from “a beginner.”
Boom → now the ball is on your court!
Which of these moves are you stealing this week?
Hit reply → I want to know.
Until next week,
David