The DMs Into Clients Workbook

Step 1 of 6 · Learn it

Write your offer sentence and price

"Online coaching" is not an offer, and nobody pays a high price for something they can't picture. If you DM people before this is clear, you will end up cutting your price to close.

How to do it

1. Pick your pond: one group your own story and proof can win, like new moms or men who quit the gym three times.
2. Write the result they want, the time frame (90 days or 12 weeks works), and who it's for. Put it in one sentence: Get [who] [result] in [time].
3. Work backward: list what a client does each week, like a custom plan and a weekly check-in.
4. Set your floor: what you want to earn a month, divided by how many clients you can coach well at once. Price the result, not the hour.
5. Collect cash up front, or in two or three set payments with a signed agreement. Add real stakes, like coaching free until they hit the result if they did their part.

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Step 2 of 6 · Learn it

Set up your page and plan three Reels with keywords

The best DMs start in your content, not in your outbox. Without a keyword at the end of each Reel, people watch and scroll away, and you're left sending cold DMs that rarely sell a high price.

How to do it

1. Build a simple mobile page: who you help, what they get, and one button that says Book a Free Call. Put the link in your Instagram bio.
2. Plan three Reels: one about who you are, one about how you think, and one you love making.
3. Make each one a gift: one painful problem your pond has, your real fix, and proof you're the one to hand it over.
4. End each Reel with: "Comment [KEYWORD] and I'll send you [free tool]." The tool is small and useful, like a 3-move warm-up.
5. Pick a posting routine you could keep on your worst month. Film one longer video a week and cut it into short Reels.

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Step 3 of 6 · Learn it

Write your DM scripts

If you pitch in the DM, they say no to the price before the result is real to them. The DM has one job: a yes to a call, not a yes to the price.

How to do it

1. Reply to every comment or Story reply the same day. Open with what they did, not your offer, and end with one question.
2. Ask where they are, one question at a time. Let them type. The more they write, the more they trust you.
3. Ask where they want to land. Copy their answer word for word. It's what you'll sell on the call.
4. Invite them to a 20-minute call with two set times, not an open question. Don't mention price in the DM.

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Step 4 of 6 · Learn it

Set up your lead tracker and follow-ups

Most leads go quiet because life got busy, not because they said no. Without a schedule you either forget them or chase them for weeks.

How to do it

1. Write every hand-raise in the tracker the day it comes in. Ask where they found you and write it down.
2. Copy where they hurt and where they want to land in their own words.
3. If they go quiet, follow up the next day, then three days later, then a week later.
4. Give something with every follow-up, like a tip or a short video answer to their question.
5. After the third follow-up, stop and keep posting. Many people come back when the timing is right.

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Step 5 of 6 · Learn it

Plan your 20-minute call

Without a plan you talk in circles and give away the moon. My first sale, to Miss Gertrude, took about two hours of talking; I went from horrible to mediocre to great by doing the reps, and a plan on paper makes every rep count.

How to do it

1. Before the call, read where they hurt and where they want to land from your tracker.
2. Spend most of the call asking questions and repeating their words back. Sell the vacation, never the steps in between.
3. Then give them the result, the time frame, the price and the promise. Then ask for a yes.
4. "I need to think about it": ask "Totally fair. What part are you thinking through?"
5. "It's too expensive": go back to what they want and add value, like an extra check-in. Keep the price. "I need to talk to my spouse": book a short second call with both before you hang up.

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Step 6 of 6 · Learn it

Set your weekly numbers

Nobody can promise you five clients this week, but you can start five real conversations today. If you only watch views, you can't tell where leads drop off or what to fix.

How to do it

1. Use the calculator: clients you want this month, your close rate and your show-up rate. If you don't know your rates yet, guess, then fix them after week one.
2. Each week, write down conversations started, calls booked, calls that showed up and clients closed.
3. Divide each number by the one before it. The lowest one is your next fix.
4. Write down why people said no, then change one to three things.
5. Grade yourself against your own last week, never against someone else's page.

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The plan

Your next 7 days

Do one small thing a day. By day 7 you'll have real conversations and calls on your calendar.

Your answers, in one place

One small job a day