Write • Build • Scale How These Twin Brothers Built a 90,000+ Subscriber Substack (From Scratch)
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Nov 3, 2025 Luis and Rui Sousa, co-founders of The AI Break, share their journey from side project to a thriving Substack with over 90,000 subscribers in under two years. They discuss the power of paid ads and how they reinvested profits to fuel growth. The brothers reveal their innovative monetization strategies, emphasizing the importance of credibility over pitching services. They also provide practical advice on using AI effectively and creating quality content, illustrating how to balance free access with paid offerings for maximum engagement.
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Started As A Side Project After ChatGPT
- The AI Break began as a 2023 side project triggered by ChatGPT's rise and word-of-mouth.
- Early growth came from WhatsApp, Slack, and direct outreach to founders and CEOs.
Use Lead Magnets To Acquire Free Subs
- Run ads to acquire free subscribers with clear lead magnets in the welcome email.
- Also test paid-tutorial ads but expect higher CAC; free-funnel ads usually give better long-term return.
AI-Generated UGC Cuts Ad Costs
- Using AI to generate UGC ads drastically reduced cost per acquisition.
- They saw CAC drop from $2–$3 to about $0.80 when shifting to AI-driven UGC creative.