Sparkle on Substack BTS Experiments and Flywheels on Substack with Destini Copp
Hi folks,
I’m excited to bring you this conversation with Destini Copp. Hasn’t she got the most wonderful accent?
Destini and I connected because she wrote a killer headline in her email newsletter.
I reached out and asked if she fancied coming on my podcast.
At the time of recording Destini was fairly new to Substack.
She’s an expert in newsletters and runs the Newsletter Profit Club which I’ve been in for a while.
In her own words…
Hi, I’m Destini - a certified business growth coach, marketing professor, and host of the Creator’s MBA Podcast. I help digital product entrepreneurs go beyond funnels and build rinse-and-repeat growth flywheels (with a little AI magic) so sales feel consistent, not stressful.
Over the years I’ve:
* Taught 12,000+ students through online courses and programs
* Built multiple digital product brands (including my B2C brand, HobbyScool)
* Shared my expertise on 50+ top industry podcasts and events
At the heart of it all, my mission is simple: to help you scale a business that gives you freedom, flexibility, and predictable revenue — without burning out.
https://www.instagram.com/destinicopp/
Podcast - The Creator’s MBA
AI summary
Claire sits down with Destiny, an online educator and newsletter powerhouse who has just launched The $1 Million Hobby School Experiment — a bold public journey to grow and potentially sell her B2C brand, Hobby School, for £1M by 2027. Every twist and behind-the-scenes moment is being published inside her new paid Substack.
Destiny brings serious depth to the conversation:
* She’s taught marketing online since 2005.
* She runs Creators MBA, helping thousands build and sell digital products.
* Her B2C brand Hobby School has 40,000+ subscribers — grown almost entirely through collaborations, not social media.
* She operates complex email systems, funnels, and a weekly newsletter outside of Substack.
She joined Substack for two reasons: her audience kept asking, and she needed the perfect home to document this high-stakes, build-and-sell experiment. Substack’s long-form, story-driven nature made it the obvious choice.
Claire lifts the curtain on how Substack really works — the mix of newsletters, social discovery, and Notes. Notes, she explains, rewards honesty, personality, and storytelling far more than promotional posts. The magic is that Notes activity naturally draws readers into the main publication, where the deeper connection happens.
Claire offers Destiny practical, strategic pointers:
* Use a clear publication name that situates the reader instantly.
* Add pinned posts, helpful site navigation, and hero posts to welcome newcomers.
* Keep everything under one publication for momentum and clarity.
* Pair Substack with existing email systems — they strengthen each other.
They dive into the power of discovery without traditional social media. Destiny has barely touched Instagram or TikTok, so Substack may become her first true social platform — one built for readers, community, and narrative rather than noise.
Together they explore:
* Storytelling as the engine of growth.
* Why people connect more deeply to humans than faceless brands on Substack.
* The pleasure of reading in the Substack app.
* How Claire has grown her own thriving community through Notes, meetups, and thoughtful collaborations — not virality.
* How even major brands are beginning to use Substack for storytelling.
Claire finishes by screen-sharing Destiny’s Substack, offering branding tweaks, and planning a future check-in as the experiment unfolds. Destiny also invites Claire to teach inside Creators MBA.
This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sparkleon.substack.com/subscribe