26:41Brian Mark · Tutorial
How To Make Money From Your Instagram Content
Brian Mark walks a roomful of coaches through his 3-layer Instagram funnel — live, whiteboard out, no fluff.
April 18thThe argument in one line.
Cold DMs destroy your reputation before the conversation starts; the only sustainable calendar-filling system is messaging people who already raised their hand and walking them through five questions that end in a booked call.
Read if. Skip if.
READ IF YOU ARE…
- You're an online fitness or service-based coach trying to convert Instagram engagement into sales calls without running ads.
- You have followers who like and comment but never seem to become clients — you're losing them somewhere in the DMs.
- You're early-stage (under 1,000 followers) and want a zero-cost lead pipeline you can start this week.
- You've been sending cold outreach and hitting a wall of silence or blocks.
SKIP IF…
- You're selling physical products or e-commerce — this system is built entirely for service-based coaching.
- You already have an inbound pipeline at capacity and aren't actively prospecting in DMs.
The full version, fast.
Most coaches fail in DMs because they lead with a pitch to strangers who have zero context. The fix is simple: only message people who have already shown a signal — inbox replies, story poll votes, comments, likes, new follows — and then read the conversation temperature (speed + message length) to know how hard to push. Once warm, open with one non-salesy question, get permission to ask more, then run five questions in order: pain, goal, vision, permission, offer. End with a calendar link and ask for a screenshot confirmation. That one extra step cuts no-shows and locks the call.
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00:00 – 01:00
01 · Hook + credentials
Pain-first hook: coaches treat DMs like cold calls. Introduces PT Domination's 900 calls/month result and 12,000+ coaches helped. Sets up the 4-rule framework.
01:00 – 02:00
02 · Rule 1 — Never cold DM
Defines what a cold DM is and why it kills your reputation. Establishes the core principle: only message people who've already shown interest.
02:00 – 02:55
03 · Rule 2 — Five warm lead buckets
Covers the five places warm leads hide: inbox, story poll responders, comments, likes (90% of leads), and new followers. Includes a bonus pool of existing personal contacts for beginners.
02:55 – 04:00
04 · Rule 3 — Read the temperature
Two-signal temperature matrix: speed of reply and length of reply. Cold, warm (two types), and hot lead behaviors. Voice notes = hot lead signal.
04:00 – 05:00
05 · Rule 4 — The opening message
The opening message must be short, specific, and not about you. One question that sorts the room: 'Are you on a fitness journey right now or just enjoying the content?'
05:00 – 06:06
06 · The 5-question flow + booking close
Full 5-question sequence: permission → pain → goal → vision → offer. Then the booking script, calendar drop, and screenshot confirmation request. Recap of all four rules.
Lines worth screenshotting.
- Cold DMs don't just get ignored — they actively damage your reputation and train Instagram's algorithm to suppress you.
- 90% of your leads are hiding in your Likes, not your comments — because liking costs one tap while commenting costs real attention.
- Reply within one hour and book the call within 24 hours; any longer and the lead goes cold permanently.
- Two signals tell you everything about a lead's temperature: how fast they reply and how long their messages are.
- Voice notes are the highest buying signal in a DM thread — treat anyone who sends one as a hot lead and book immediately.
- The opening message should make them feel seen, get them talking about themselves, and sort the room — three things with one question.
- 'Mind if I ask a couple of questions to see if I can help?' is your permission gateway. Nobody says no to that.
- Asking for a screenshot of the calendar booking commits them to showing up — it's a micro-investment that cuts no-shows.
- Story poll responders tapped in when they could have swiped past — that friction is a buying signal worth acting on.
- The fifth question in the flow — 'Would you like some help?' — is the only one that pitches. Four questions build the desire before you ever mention your offer.
- New followers raised their hand the second they clicked Follow — a same-day welcome message catches them at peak interest.
- If someone takes forever to reply AND sends one-word answers, they're cold; stop spending energy on them.
- The 5-question DM flow works in sequence because each answer pulls the prospect deeper into imagining the outcome they want — you're the person they're picturing it with by question four.
Five questions that turn a warm signal into a booked call.
WHAT TO LEARN
The gap between a follower and a client isn't persuasion — it's a structured conversation that earns the right to pitch before you ever make an offer.
- Warm signals — likes, comments, poll votes, new follows — are your only valid prospecting pool; messaging strangers poisons the well before the conversation starts.
- Reply speed and message length together tell you how close someone is to buying; cold behavior (slow + short) means stop spending energy, not try harder.
- The opening message has one job: make them feel seen and get them talking about themselves, not tell them what you sell.
- Asking 'Mind if I ask a couple of questions to see if I can help?' before probing creates a permission frame that almost no one declines — and shifts the dynamic from pitch to consultation.
- Building desire through pain, goal, and vision questions means the prospect is imagining their own result before you've said a word about your offer.
- Asking for a screenshot of the booked slot is a commitment device — the small friction of sending it raises show-up rates by making the appointment feel real.
Terms worth knowing.
- Cold DM
- A direct message sent to someone who has never interacted with your account — no follows, no likes, no comments. High spam risk, low conversion, reputation-damaging.
- Lead temperature
- A read on how close a prospect is to buying, measured here by two DM signals: how quickly they reply and how much they write per message.
- Story poll responder
- Someone who tapped an answer on an Instagram Stories poll — a mid-tier warm signal because tapping required deliberate engagement rather than a passive scroll-by like.
- Permission question
- The first of the five DM questions: 'Mind if I ask a couple of questions to see if I can help?' It resets the dynamic from salesperson to consultant before any probing begins.
- Screenshot confirmation
- Asking the prospect to screenshot their calendar booking and send it back — a commitment device that increases show-up rate by making the appointment feel more real.
Lines you could clip.
00:45
“My goal is not to chase strangers. My goal is only to interact with people who have already shown interest on my profile.”
02:56
“This is where 90% of your leads are — most people will scroll, like, and move on.”
04:08
“The opening line is short and specific and it's not about you.”
05:30
“That screenshot piece is huge. It commits them to actually showing up.”
Word for word.
Read-along
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metaphoranalogystory
00:00Most fitness coaches trade DMs like cold sales calls, and that's exactly why nobody's booking with them. In the next ten minutes, I'm gonna give you the exact system that books over 900 sales calls a month inside of my business and how to start using it this week even if you've only got 200 followers and a quiet inbox. My name is Brian Mark.
00:16I run PT Domination, the number one coaching business for online fitness coaches. We've helped over 12,000 coaches, 450 of them have made $10,000 a month, and 44 of them are over a $100,000 month. The front door to all of that is inside of the DMs and let's get into it.
00:27Rule number one, never ever ever send a cold DM. A cold DM is when you message somebody who has zero connection to your page. They've never followed you, they've never liked a post, they've never commented on anything.
00:38You found them on a hashtag or some random Facebook group and you're about to ruin their day by doing this. If you do this, you're gonna look like every other annoying coach on the internet and they're gonna either block you or ignore you. I know that because that's what I do.
00:49The only people you are ever going to message are people who have already shown some level of interest in you. That's the entire game. My goal is not to chase strangers.
00:59My goal is only to interact with people who have already shown interest on my profile. Now there's five places that your buyers are hiding right now and most coaches are ignoring all of them. The first and the most obvious place is in your inbox.
01:11If somebody messages you about your offer and you don't reply the same day, . My rule is that you need to reply within the hour and book the call within twenty four hours. Any longer than that, the lead will end up going cold and you're gonna lose them.
01:23The second place you're gonna look is your Instagram story poll responders. Put a poll up on your Instagram story, ask a question your niche actually cares about, and then DM the people who voted. The fact that they tapped in the poll instead of swiping past tells you that they're paying attention.
01:35Now the third place is your comment section. Anybody leaving a real comment on your post is showing the highest level of engagement on the platform. Shoot them a message thanking them for the comment and start the conversation from Now the fourth place is your likes.
01:46Now this is where 90% of your leads are because most people will scroll, like, and move on. But they're warmer than strangers because they like your content, but they're colder than commenters because the message has to be lighter. Because obviously it takes a second to double tap and it takes a longer second to leave a comment.
02:01Now the fifth place is your new followers. Anyone who hits follow just raise their hand. Send them a welcome message the same day that they follow you.
02:08And if you're brand new and you don't have any engagement yet, this is a bonus pool and that's your existing friends and followers from before you started this business. People you went to school with, your old gym buddies, your family members. You already have a relationship with them, so opening that conversation is the easiest way to start.
02:21And all you're gonna say is, hey, Ryan. Just wanted to shoot you a message and ask how you've been doing, brother. That's it.
02:25Rule number three. Once somebody's in your DMs, you need to know if they're worth booking a call with. And Here's how you're gonna tell.
02:30There's two signals that you're gonna look for. The first signal is how fast the reply, and the second signal is how long their messages are. Stack those two together and you've got a read on the temperature.
02:40If they take forever to reply and they send you one word answers, they're cold. They're not buying anything today. You're chasing them and it's a waste of energy.
02:46If they take a while to reply but they're sending paragraphs, they're warm. There's interest here. You just need to keep the conversation going.
02:52If they're replying fast but they're sending short messages, they're also warm. They're paying attention, but they're not that invested.
02:58And if they're replying within minutes and sending you paragraphs, that's a hot lead. And you need to book the call as soon as possible. That person is already trying to buy from you.
03:05Just think about the time and energy it takes to type out a long ass message like that. That also includes voice notes. If somebody's sending you a voice notes, that's an indication that they're a hot lead.
03:12Number four, the opening message is where ninety nine percent of coaches blow it. They lead with a pitch and the lead disappears. The opening line is short and specific and it's not about you.
03:19Something like, hey Nick, just wanted to say thanks for engaging with my content. Are you on a fitness journey right now or just enjoying the content? This one question does three things at once.
03:26Number one, it makes them feel seen. Number two, it opens the door for them to talk about themselves. And number three, it sorts the room.
03:32The ones who say that they're on a fitness journey are the prospects. The ones who say that they're just enjoying the content aren't interested in buying. So we're not just gonna try to sell them.
03:39We're just gonna say, cool. I appreciate you for being on my page. If they're a new follower, you're gonna flip it slightly.
03:44Hey Nick. Appreciate the follow. Are you on a finish journey right now or just enjoying the content?
03:48That's it. That's the whole opener. There's no pitch and there's no offer and there's no link to your calendar.
03:52It's just a real conversation with a real human. Once they reply back, they'll tell you they're on a fitness journey. Here's the exact five question flow that books the call.
03:59Write this down. The first question is your permission to ask. Once they reply that they're on a fitness journey, after a couple back and forth questions, you're gonna say this.
04:05Mind if I ask a couple of questions to see if I can help? They're gonna say yes. Nobody says no to that.
04:09Now you have permission to ask them questions. The second question is, what's the biggest thing holding you back in your finish journey right now? People love talking about themselves and most people are problem aware, so they usually tell you what's going on.
04:18The third question goes right after the goal. And what's your number one fitness goal right now? This is gonna pull them into the future and get them excited about what they'd to achieve.
04:24The fourth question goes deeper into the vision. Okay. That's dope.
04:27I love that. In the next sixty to ninety days, what are the top two to three results you're wanting to have? Now they're imagining the version of themselves that they wanna be, and you're the person that they're picturing it with.
04:34And the fifth question is the offer. Would you like some help? If they say no, you don't book the call.
04:39Usually, they'll say, what help are you offering? What do you mean by that? Tell me more about what you mean.
04:42Then we're gonna go straight into the booking, and you're just gonna say Cool. I'll tell you what, Nick. Why don't we do this?
04:46Let's hop on a quick fifteen to thirty minute call. We'll talk about your number one struggle in your finish journey, your number one goal, and I'll you come up with a game plan to achieve your goals. Are you up for that?
04:5380 to 90% of the time, people are gonna say yes. When they do say yes, you're gonna say, cool. Let me go grab my calendar, and you're gonna send that message.
05:00Then you're gonna drop your calendar link. Go ahead and book in now. Spots always fill up quick.
05:04Send me a screenshot and let me know what time you pick. Cool question mark? That screenshot piece is huge.
05:08It commits them to actually showing up and it gives you a chance to confirm the call. That's the entire system. You find the warm lead, you read the temperature, you open the conversation, you run the five questions, and then you book the call.
05:18Quick recap. Number one, never ever ever send a cold DM because cold DMs kill your reputation. Find warm leads in your inbox, your story polls, your comments, your likes, and your new followers.
05:27Number two, read the temperature with the two signals, which are time of response and length of response. Number three, open every conversation with a real human question, not a pitch. Like this.
05:36Run this five question DM flow, which is permission, pain, goal, vision, and offer. And then you're gonna drop the booking link. That's the same DM system we use inside of PT Domination to book over 900 sales calls a month, and we've scaled 44 coaches past a $100,000 a month and gotten results like this.
05:51Now in the next section, I'm gonna break down exactly what to say when the prospect is on the call, the sales script, the objection handling, and the close, everything that you need to cement that sale. And if you're getting value from these videos, make sure you like this video, leave me a comment below, turn on the bell notification, and I'll see you in the next one.
06:05Peace.
The Hook
The bait, then the rug-pull.
Most coaches pitch strangers and wonder why the inbox stays quiet. This video makes the case that the problem isn't your offer — it's that you skipped the step where the other person actually wants to hear from you.
Named ideas worth stealing.
01:05list
The 5 Warm Lead Buckets
- Inbox
- Instagram story poll responders
- Comment section
- Likes
- New followers
The five places on Instagram where warm prospects are hiding — ranked roughly by signal strength, with comments being highest and likes being the most volume-rich.
Steal forAny service business using Instagram for organic lead gen
02:35model
The Temperature Matrix
- Slow reply + short message = cold
- Slow reply + paragraphs = warm
- Fast reply + short message = warm
- Fast reply + paragraphs = HOT
Two variables (reply speed, message length) create a 2x2 that tells you exactly how hard to push in the conversation.
Steal forAny sales team doing outbound via text/DM/email
04:18list
The 5-Question DM Flow
- Permission: 'Mind if I ask a couple of questions to see if I can help?'
- Pain: 'What's the biggest thing holding you back right now?'
- Goal: 'What's your number one fitness goal right now?'
- Vision: 'In the next 60-90 days, what are the top 2-3 results you're wanting to have?'
- Offer: 'Would you like some help?'
A sequenced conversation scaffold that earns permission before probing, and builds desire through goal/vision questions before making any offer.
Steal forAny high-ticket service where trust must be built before pitching
How they asked for the click.
VERBAL ASK
05:48next-video
“Now in the next section, I'm gonna break down exactly what to say when the prospect is on the call, the sales script, the objection handling, and the close.”
Soft bridge to a follow-on video in the series. Also closes with a standard like/comment/subscribe ask.
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
