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Does this even work?
My team and I have been using DMs for 7+ years now, we had the biggest FB group on the subject of DMs. We have sent 50+ DMs a day for 5+ years, we have booked 3,000+ sales calls, and we’ve done just over $3.5M in sales… all because of the right funnel, content and DM strategy.
And in addition to that we’ve trained 1,000+ people on our DM systems resulting in over $60M in client results. So we know a thing or two about DMs.
Here you have an ideal flow… someone views your content or long form, they DM you a keyword and then you get them on a call or sold through DMs. This isn’t always the case and waiting around for ‘inbound leads’ will leave you scratching your head. So this system will work on creating inbound leads, but also making sure we reach outbound to warm leads and even some colder leads if needed.
The ‘Ideal Flow’:
The Goal of this System:
- Make the sales process easy
- Create “self-lead” prospects
- Sell without a sales call (or with if you want)
- Attract and convert DREAM Clients
- Create Consistency and Predictability
- Generates $10k, 30k, $50k even $100k/mo in pure profit
- Gets you into your zone of genius, enabling you to create the business your clients deserve
Words to live by:
“Every Notification is an Opportunity”
Anytime some one ‘touches’ your brand, you MUST see that as an opportunity to start a conversation and dig deeper. These people have shown interest, however small that interest level is we need to capitalize on it. So your new mantra is: every notification is an opportunity.
How’s this different:
DMs are seen as slimy and short sighted, but that’s simple because people are going around firing off random pitches with no context and no thought about the prospect at all. WE DO NOT DO THAT.
We can incorporate cold, but the goal of cold is to turn them warm:
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Old Way
- Chase/Beg for Clients
- High Volume for low leads
- Qualifying and Disqualifying
- Prospects feel forced
- Lot’s of sales calls
- Low Close rate
- High Revenue, Low Profit
- No freedom, fun or passion
New Way
- We don’t beg, we attract
- Leads come to us
- Disqualify by default
- Self-lead prospects
- Low to no Sales calls
- High close rate
- High revenue, high profit
- Complete love for business and clients
The Bulletproof Framework:
When I first started my business 8+ years ago, I had no idea how to get clients at all. But what I did know how to do was hustle. So I sent 100s of messages to friends, family and anyone who would listen. I got a lot of “get lost Jason” but that’s fine because I knew this could/would work.
Eventually the volume game wasn’t enough, I needed to couple all that volume with an actual script that performed, an actual system that allowed us to scale.
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We tested absolutely everything and every script under the Sun. Eventually we found a formula that worked, and it worked time and time again. We created a script for it… but scripts only take you so far, so instead we created a framework, that helped when we ran into difficult or complicated scenarios with prospects. And once we did that… things took off and it’s lead us to collecting over $3.4M in the last few years (screen shot is 2 months old so it’s well over $3.5M now).
The framework comprises of 7 specific parts… we’re going to get into that. BUT DM’s are only a tiny part of the equation without the rest of the pieces this won’t work. So if you want to win… make sure you read through the entire doc.
The Funnel:
Now I could walk you through the most complicated funnel in the world, however you and I both know that simple sells. So the simple funnel you need to follow looks like this:
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Simply create great content → DM engagers and new connections → move towards a call or a long-form content piece → Book call/send offer → sale.
Yes it can be that simple…
The Content:
THE MOST INTEGRAL PART OF THE EQUATION… The following is just a sample from my Content Swipe file… Every post in here generated at minimum of 1 New client per post.
When it comes to content, so many people overcomplicate it: “To value post, or not to value post”
Realistically, every post should be inherently valuable, the reader should have a takeaway that shifts their perspective either about you, your model, your offer or the industry in general.
Now not every post converts right away. Content is death by 1,000 paper cuts. Each post hacks away at shifting your readers perspective until they think “oh I need to work with this guy”.
There are so many types of content that I’ve used to convert. I’ve picked out a few of my favorite types for you, these seem to convert at the highest rate and the quickest:
Offer/Sales Posts:
- In-Direct Offer Posts
- Direct Offer Posts
- Value Trade Posts
- Power Offer Post
- The Pre-Promo Post
- The Mechanism Post
- Case Study Story
Stories/Belief Shifters:
- Journey Identification Posts
- Written Webinar
- Core Story Posts: Origin Story
- Core Story Posts: Vehicle Story
- Core Story Posts: Internal Story
- Core Story Posts: External Story
In-Direct Offer Posts
Quick Overview: The goal of this post is to get leads to raise their hand and say “I want this”. This is also known as a hand raiser, 2-Step or action post. However, most people do these wrong. They just want more comments or more people to DM. Instead we want to create an in-direct offer that DIRECTLY solves a pain point, but not only that it demonstrates our competence in what we do.
I’ve done hundreds of these, I’ve attached a few examples below
Post Screenshot:
Direct Offer Posts
Quick Overview: I have generated a minimum of 1-2 sales every single time I’ve posted one of these. I sometimes think I should post these more, but the key is to make these “special” and the real key is having pre-hype and promo before you actually post this. This post is literally explaining your offer in full. I’ll attach our best performing post ever which generated 6-figures+ on it’s own.
Post Screenshot:
Value Trade Posts
Quick Overview: I can’t overstate the importance and the value of doing this exercise. To drive it home further for you, we performed one recently and it generated $25k in CASH, within a few days. Which is interesting because the goal of a Value Trade isn’t exactly to make money, but it can and will.
A value trade is simply a zoom call where you ask questions of your ideal prospects to get a better understanding of who they are, what they’re struggling with, what obstacles they face, what their goals/dreams are and any additional info you can find.
Post Screenshot:
Power Offer Post
Quick Overview: The power offer post is one of the best post formats I’ve ever used. It is designed to get people interested or “pre-interested” in your offer.
I’ve used this for low-ticket, workshops, challenges and for my main offers. The goal is to explain your offer in a way that makes people think “yep it’s worth a try”. Then you want to book a call ASAP or send them to your landing page.
BONUS TEMPLATE:
Optional Headline: Are you next? - Doing something crazy - Need your help
Call out Avatar: Attention NICHE - Attention Coaches and Consultants
Benefit: If I offer to (1)
Without you: 1, 2, 3
Ask: Would you take me up on that offer
Optional Social/Personal Proof: Just like this guy who did $2k
Ask: Are you next? - Who would want to learn how to steal our exact strategy
Optional CTA: Comment ‘details’ and I’ll reach out ASAP
Post Screenshot:
The Pre-Promo Post
Quick Overview: This is the process of documenting working on the thing you’re working on. Document your excitement, build up hype and show behind the scenes of you creating it. I can’t tell you how powerful this is. Sometimes it’s more powerful than the actual launch post.
Post Screenshot:
The Mechanism Post
Quick overview: This is important, this is where you explain how you or your clients have used your mechanism to grow or get the desired result. Most people go wrong with this because they think they need to make some crazy fancy Mechanism, when the reality is you can use mechanisms people already know, but just done in a better/different way. Here’s an example of me doing this with content:
Post Screenshot:
Case Study Story {DO THIS ASAP} BONUS TEMPLATE
Quick Overview: This case study post has been one of the best content pieces I’ve ever written. It’s designed to showcase what it is that you do, tell a compelling story, and get clients to buy in to the emotions felt while working with you.
There are some nuances to this post, you need to make sure you’re telling stories with emotions, not just stories that are cool numbers. You also need to make sure you’re telling stories that are relatable to your target market. I have a number of case studies of people who were already crushing it and then I make a tweak and they crush it even more. Yes that might work, but it’s not relatable.
Template
Scroll Stopping Headline: She asked for a refund 7 days in
Context: She paid me $6k with the goal of launching an offer, building an acquisition system and getting to $50k/mo. ASAP.
Challenges: I knew it was possible, but we were facing a few challenges:
1 - She ran an Agency so time was limited
2 - She didn't have an audience
3- She didn't know what to post
4 - She didn't have any materials
5 - She didn't believe me at first
Optional Additional Context or Open Loop: ...And 7 days after paying in full suggested a refund... more on that shortly.
Solve Challenges: (look at example below) - solve each of the 1-5 challenges you presented above
Close Loop: Close loop
Result: From her 'launch' she brought in 5 sales at $6k. So $30k in about 45-60 days...
She was happy but her time was tight so...
We almost doubled the price to $10k, then focused on building this thing up to $50k/mo.
She didn't message me directly... she posted in our client community:
"It happened $50k month. What Changed? Believe Faster"
Happy Ending/Conclusion: She was a tough client, but also an easy one. She eventually renewed for another 2 years, but then sold her agency to just do coaching and hang with her family, which for me is the ultimate prize...
Optional CTA: Reply with the word "Accelerator" and I'll be in your inbox within an hour.
Example 1
She asked for a refund 7 days in
She paid me $6k with the goal of launching an offer, building an acquisition system and getting to $50k/mo. ASAP.
I knew it was possible, but we were facing a few challenges:
1 - She ran an Agency so time was limited
2 - She didn't have an audience
3- She didn't know what to post
4 - She didn't have any materials
5 - She didn't believe me at first
...And 7 days after paying in full suggested a refund... more on that shortly.
Here's what we did:
1 - We built out an offer which prioritized access to her, not always what I suggest, however she had no other materials.
Plus her energy was infectious.
The offer: Build your own Agency, targeted towards Women in Corporate jobs.
2 - As I said she didn't believe she had an audience
It's just not the reality if you've been on social media for a few years... even just socially.
The first thing we did was run a "low-hanging fruit" campaign to her people. Which resulted in 5 sales calls in the first week.
3 - Even with these calls booked she got nervous, she had someone in her ear saying this would never work. Then she lost an agency client which dipped her income by $5k/mo.
So she messaged me and said: "Jason, I don't know if this is a good idea, I think I should just get more agency clients, do you think we could just end here and I get a partial refund?"
I said: "If you give this another 2 weeks and feel the same, we can chat then. But never make rash decisions after a 'loss'".
She decided to stay... and I knew then that we were going to win.
4 - We created a simple sales script that she crushed and with the first 5 calls, only 3 showed, but 2 closed at $6k a pop.
She was happy, but she didn't want to celebrate yet. So we set up a content cadence that did the following:
Demonstrated Competence
Shifted Perspectives
Made offers - 3 x a week
5 - We worked on finding consistent lead flow. We did that through her network, referrals and then through engaging in specific communities.
From her 'launch' she brought in 5 sales at $6k. So $30k in about 45-60 days...
She was happy but her time was tight so...
We almost doubled the price to $10k, then focused on building this thing up to $50k/mo.
She didn't message me directly... she posted in our client community:
"It happened $50k month. What Changed? Believe Faster"
That kinda summed it up perfectly...
She was a tough client, but also an easy one. She eventually renewed for another 2 years, but then sold her agency to just do coaching and hang with her family, which for me is the ultimate prize...
She started with wanting me to build with her an offer, an acquisition system and support/accountability.
Which is exactly what we do in Client Accelerator... the cool thing is... it's not $6k, it's much more affordable and easier to start.
I have a crap load of you responding to my emails on this stuff. I'll be getting back to you today.
If you want the details, the plan and the actual investment.
Reply with the word "Accelerator" and I'll be in your inbox within an hour.
Example 2
This guy paid me $6k to help him break out of $3-$8k month and get to $20k/mo.
We hit $10k in the first 14 days and then got to $20k within the next 60...
This guy ran a coaching business that helped therapists charge more and get out of hourly pay.
He was charging $2-$4k for this offer, that he mostly sold via calls, that he booked through DMs.
His challenges were:
- No Consistent lead flow
- No System for generating calls
- No Tracking or Follow up
- Offer and content wasn't resonating
$20k/mo is a reasonable goal for an offer like this.
It requires 5-7 sales a month, with a 30% close rate that's about 20 calls a month.
Our goal was to do this in a way that didn't require thousands of DMs and infinite amounts of content.
As this guy was traveling and wanted to enjoy his life while making more.
The first thing we did is re-work his messaging and offer.
We uncovered that a majority of his ideal clients were frustrated with being paid hourly, it meant they were basically employees.
So we shifted the messaging around that, firstly creating a "How to create packages and break-free of hourly pay" lead magnet.
No it wasn't some value packed e-book, it was a simple 1-2 page doc and video that explained how it was possible.
That was bringing in 10-15 new leads a day organically. He was finding leads on FB and IG by just interacting with their content.
We later moved to ads but that was after the $20k had been hit.
We shifted the offer to be shorter, it was 6 months, we dropped it to 8 weeks, but kept the price the same.
People assumed that if the offer was 6 months it would take that long to hit their goal, so we used that to our advantage.
We then implemented KPIs and tracking. It sounds like "boring work". But it's as simple as clicking a button on an app, then entering it (or getting a VA to do it) into a spreadsheet each day.
This allowed us to reverse engineer what was missing in order to scale.
We added in a CRM and ran a "Cash Campaign" which resulted in a $10k CASH weekend.
After our time was up, this client actually fell off.
He tried some other systems, he went into ads and came back when his rev dipped below $10k/mo.
All we did was set back up what was working, then add in his new ads strategy. and he went right back to $20k/mo and beyond.
We also added in email, and he went from 400 subscribers to 2,000 quickly. Which gave him the confidence to always know where his next client was coming from.
Business can be so simple if you understand what your market wants, create content to show them what they want is possible and then build a system around consistently getting in front of them...
I've used every tactic under the sun... but I'll always come back to the fundamentals, because they work.
Journey Identification Posts
Quick Overview: One of the most powerful posts out there, because it’s so damn subtle. I do this in 2 ways. Either completely call out the audience like the below example or as you will see a lot of people use because of my teaching, use an objection or common saying in the industry put it in quotes and then discuss it.
It works so well to break objections and to snap people away, here’s a quick example:
“I can’t make any sales”
Here’s why….
Post Screenshot:
Written Webinar
Quick Overview: I have been using this format unknowingly for a long time. I’ve recently started to format it a lot better, and make it super simple for both you and I to use no matter the context. Below will be the Framework and a brief summary of each section, then a few example posts.
Example of me using this in Video form: https://youtu.be/1YYfbX7A_9g
The Framework
Here’s the framework I have been using and then a brief description of what’s involved:
Framework:
- Hook
- Pain
- Tease
- Excite
- Position
- Paradigm
- Mechanism
- Commitment
- Transition
- OPEN ENDED
The Example:
The goal of content is not to “Give Value”
But your content should inherently be “valuable”
I see so much frustration when it comes to creating content.
You’re posting every single day… no leads enter your inbox
You’re engaging and growing your account… no one wants to buy
You’re doing all the things you ‘Should be doing… but still not getting the result you’re after
By the end of this, all that should change for you
And if you do this right, your inbox should be full of “I’m ins” instead of unsolicited Landing Page design pitches
I wake up to 5 inbound leads a day, granted not all convert, not all are ready, but they are leads I can work and eventually they’ll buy
I used to think creating content was just something you “should be doing”
It was something that generated interest and then you could push your way to a sales call and sell them on the real stuff like prospecting, sales and systems
But then I stumbled upon creating content in this unique way, that I thought would never work, the crazy thing is, it does, oh and you’re in the middle of it right now, I’ll show you that another time if you ask nicely…
I create content not to get you to say “wow so valuable bro” I create content to get you to “think in a new way” my goal is to create a “I was was blind, now I see” type of moment
Not because I have to sell you something every time I post, although that would be nice.
I post and create in this way because changing your paradigm is actually the most valuable thing I can do for you
I could give you the “here’s the 5-steps to lead gen” which I have in the past and may still do from time to time
Or I could give you the “how I don’t care about lead gen” post, which explains that lead intent is more important than lead gen, and you should optimize for people who have the intent to buy, not the intent to get some cool stuff
I structure my posts and my videos in “webinar format” I call it “Written Webinars” - there are about 10-14 “steps” I use when I write, each building upon the next, and then ending in me hopefully changing your perspective…
Which is inherently valuable because you now can see things in a different light
And when you want to work with someone, do you want to work with the guy who gave you the “5 super foods to better vision” or the guy who showed you “The new way to improve your vision and it’s easier than you think”
Obviously the later, because it’s a whole new world with that person. The former it’s just a bit of an improvement, and that’s no fun…
The best part about this is it doesn’t require years of copywriting knowledge, or hours of hand-writing sales letters, or any of the mental masturbation most people go through to write or create better content
It really requires you to firstly being you. Secondly understand your audience, thirdly have the right offer, fourthly match the messaging/offer with your audience and then finally follow a framework that… works
Then make you can wake up to inbound leads ready and begging to work with you…
Core Story Posts: Origin Story
Quick Overview: A complete introduction of you and “how you got here”. You can do this in a few ways, you can document the full journey, or document just the relevant journey. I prefer the later. The quality of your stories determines the quality of your clients, so if you want to attract beginners tell the beginner story, if you want to attract more experienced people, tell a recent story.
Here are a few examples:
Core Story Posts: Vehicle Story
Quick Overview: Not a slightly better life or business, but an entire new life and business. This is the way to hit your goals. Sell the transformation, make them believe your method is the way to get them there
Share the story of the “why” you created this. Point out the failures of the previous ways and how this lights up the new direction
Post screenshot:
Core Story Posts: Internal Story
Quick Overview: Tackle the enemy within - fear, doubt and that inner sheep. People don’t buy because they doubt themselves more than they doubt you and your product.
Share the story of how you overcame those same doubts. Show them that the only thing standing between them and their dream is belief
Post Screenshot:
Core Story Posts: External Story
Quick Overview: Handling objections like time, money, resources. This is the last stand between your audience and action. This is important because people have clear and defined beliefs and they’d rather hold onto them vs. trying to make a change so USE THIS.
Post Screenshot:
Bonus: Tracking
DRILL THIS INTO YOUR HEAD:
“There’s no shame in not hitting your goals, but there is in not knowing why”
If you want any ounce of success with DMs then you need to be tracking your numbers EVERY SINGLE DAY.
I’ve been doing so for the last 5+ years and it allows me to reverse engineer every problem I have encountered. I used to do it with a google sheet and a hand held tally counter. But with the addition of AI I’ve been able to build an App which serves as both a tally counter AND a Sheet AND presents data in a beautiful simple way.
Right now we’re in Beta 1.0, this product is ONLY available for clients… but if you’ve found this doc and read through it, you can join us to. We will be launching at $16/mo. but right now it’s just $8/mo. for life…. by the time you’re reading this the price might be doubled already so jump over, check out the demo and join us!
UPDATE: We have doubled the price due to increased demand. If you want in at $8/mo (50% off) use the promo code: BETALAUNCH at checkout. Make sure you copy the code directly.
LINK TO JOIN: https://www.kpitracker.ai/
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The DM Script:
Now you probably thought “oh this guy is going to keep things vague and not help at all… well sorry to disappoint here is the full script for you…
Stage 1 Rapport
New Follower
Hey NAME, appreciate you giving me a follow. Curious what caught your eye about my page? Would love to provide more of what you like to see!
Old Follower
Hey NAME, noticed we haven’t spoke before, my bad. How’s your month been so far my friend?
Content Engager
Hey NAME, appreciate your thoughts on my post (GIVE CONTEXT). How’s your month been so far my friend?
Stage 2 Recognize
OPTIONAL
I really resonate with your content, how long have you been doing this for?
MUST BE CUSTOM TO YOU AND YOUR OFFER… Here are a few examples:
- “I just skimmed through your pinned post, love the model you have right now. Is X the main platform for this or are you getting leads elsewhere?”
- “Looks like you’re super consistent in the gym, how long have you been at it? Are you enjoying the process?”
- “Oh man, I’ve always wanted to visit Toronto. How is the nightlife and dating scene up there? I’m sure you’re crushing it”
Here’s one we use a lot:
Gotcha, I’ve been doing this for about 7 Years now… so a bit of an OG in the game haha.
Saw you have your profile really set up as a funnel. I like it. Have you been signing clients consistently through IG? Or some other platform
Stage 3 Reveal
MUST BE CUSTOM TO YOU AND YOUR OFFER… Here are a few examples:
- “Gotcha, so X is the main platform. Curious how the leads have been over here? Fairly consistent or hit and miss?”
- “Great work, yeah I know it’s tough getting started, are you following a workout or nutrition plan? Or kind winging it haha”
- “Yeah I’m always super busy to, are you using the apps to find dates then? Or has the dating side been on the back-burner?”
What we use: (Note this skips steps but can work)
Ok yeah IG is a tough game, we’ve found great success on there but the right content and DM strategy are important.
From your perspective what seems to be the obstacle for ya?
Stage 4 Reality
You may make assumptions here so be careful… Here are a few examples:
- “Understood, for you right now what’s the biz look like? Are you hovering above that $10k/mo mark or?”
- “Totally get it, what does the current fitness plan look like then? Like 5 days a week or?”
- “I understand completely, is dating something you’re pursuing right now, or is it more a later type thing?”
Stage 5 Results
MUST BE CUSTOM TO YOU AND YOUR OFFER… Here are a few examples:
- “Hmm understood, curious what are you looking to get to? Like do you have a big goal you’re trying to hit”
- “Totally get it, what are you trying to achieve with fitness? Like do you have a certain goal/milestone in mind”
- “Yeah I’m always super busy to, are you using the apps to find dates then? Or has the dating side been on the back-burner?”
Stage 6 Roadblocks
Examples (Optional sending content)
- “Funnily enough I actually just posted about this here: LINK - give that a quick read when you have a chance”
- “I’ve actually created a pretty good guide on this, it’s here on PLATFORM, do you want me to send it over?”
One I’ve used recently:
I actually just touched on that with a client, here’s the link to that post: LINK
Have you tried anything to solve this?
Stage 7 Repeat: Optional
MUST BE CUSTOM TO YOU AND YOUR OFFER… Here are a few examples:
- “Hmm understood, curious how long that has been going on for? Also have you tried anything to solve this?”
- “Totally get it, what are you trying to achieve with fitness? Like do you have a certain goal/milestone in mind”
- “Yeah I’m always super busy to, are you using the apps to find dates then? Or has the dating side been on the back-burner?”
One we use and how we dig:
Ok, so lead flow seems to be the issue… I’ve seen that before.
Let’s say on average how many leads are you getting each month?
And out of those leads how many are converting?
What would you like that to be? Like what’s the goal?
Which would mean what sort of revenue?
How long have you been facing this obstacle man?
Ok yeah I mean that’s quite tough, your a legend for sticking it out. Has this had an impact on you personally?
Stage 8 Resource
EXAMPLES:
- “Glad that resonated, being honest here, I believe we can help you solve this plus (core components of your offer) Curious are you open to getting help with this?”
- “Glad I could help, I think there are a few more things that might get you unstuck here. But don’t want to pry, are you open to getting a little support with this?”
What we use:
Ok I’ve got it. Look I could go back and forth with you forever on this haha. I have a 50 page doc of thoughts for ya, but don’t want to shove my ideas down your throat if you’re not open to it.
Are you open to some new ideas/help with this? I’ve seen your challenge hundreds of times I have some thoughts
NOTE: lately I’ve not needed to do this that often, I usually sell via docs. This is where I’d send it. But if you’re doing calls still use the following…
EXAMPLE:
Great man, I appreciate the honesty. To save the back and forth can I send over my cal link for you to pick a time that works best for you?
Great here it is: Calendar Link
Let me know when you’ve booked so I can check it on my end…
Got you locked in Thursday 9am EST, that right?
Cool, I’ve made a quick video outlining our model and how we can help, probably great for you to watch before our call.
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