39:12Jeremy Moser · Listicle
15 Instagram Content Formats That Turn Strangers Into High-Ticket Clients
Fifteen Instagram post formats an agency used to turn strangers into $10 million in coaching-client sales, format by format.
September 4thThe argument in one line.
Instagram growth for a coaching or info business comes from a repeatable nine-step content funnel rather than follower count, and the funnel only converts when the offer, the positioning, and the content format are all built to move a stranger toward a DM conversation.
Read if. Skip if.
READ IF YOU ARE…
- You run or want to run a coaching, consulting, or info-product business and sell through booked sales calls rather than a self-checkout cart.
- You're posting Instagram content for lead generation but can't explain why some posts convert and others just get views.
- You already have an offer and some audience and want a structured way to turn followers into DM conversations and booked calls.
- You manage a content or social team and want a shared framework for research, scripting, and distribution instead of ad hoc posting.
SKIP IF…
- You're building an e-commerce brand or a self-serve product; this framework is built around high-ticket sales calls, not cart checkouts.
- You don't have an offer yet; the video assumes you already know what you're selling and focuses on how to sell it through content.
The full version, fast.
Follower count doesn't predict Instagram sales, a structured content funnel does. The framework starts with a clear offer built around transformation, then layers brand positioning around a specific niche and story so the algorithm can target the right audience. Content splits into three jobs, reels for reach, carousels for education, and stories for conversion, each matched to a stage of a top, middle, and bottom funnel. A profile is treated like a landing page, and lead magnets plus story sequences push warm viewers into DMs, where a two-stage discovery-then-pitch process qualifies and sells before a call ever gets booked. Winning content then gets re-spent through shoutout pages and DM ads, and nine leading and lagging metrics show exactly which stage, marketing, setting, or sales, is holding growth back.
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00:00 – 00:46
01 · Cold open
Moser states the claim up front, over $100 million in tracked coaching and info sales across 30-plus client accounts, and argues follower count had almost nothing to do with it. He frames the rest of the video around a nine-pillar content funnel.
00:46 – 09:54
02 · Pillar 1: The Offer
Before any content strategy, Moser argues the offer has to be right: a clear transformation, defined steps and support to get there, and a positioning angle, not a guarantee, as the differentiator. He contrasts how cold-ad buyers and organic-content buyers respond to the same offer, then walks a real estate example through ICP, USP, features, and transformation.
09:54 – 18:20
03 · Pillar 2: Brand Positioning
He challenges three pieces of common advice, chase all attention, be the niche, lead with subject-matter expertise, with case studies of clients who lost audience trust by chasing controversy. He introduces brand market fit (what the audience wants overlapped with what you offer) and the purple cow concept, illustrated with Andrew Tate's Bugatti and an ex-JPMorgan banker client.
18:20 – 24:16
04 · Pillar 3: Content Strategy
Introduces the content equation, topic plus format, optimized for a target audience, and the three-stage content funnel (top, middle, bottom). Maps reels to top-of-funnel reach, carousels to middle-of-funnel education, and Stories to bottom-of-funnel conversion, then walks through creator Shelby's actual Instagram grid as a worked example.
24:16 – 29:23
05 · Pillar 4: The Instagram Profile
Treats the profile like a landing page: compares a weak bio (no context, straight pitch) against a strong one (clear who-it's-for framing, outcome stated, single CTA). Walks a setup checklist covering username, profile picture, bio structure, three story highlights, and three pinned posts.
29:23 – 36:10
06 · Pillar 5: Content Creation & Distribution
Names common distribution mistakes (spamming reels, posting five-plus times a day) and argues for one intentional post daily, roughly four to six reels and one to two carousels weekly. Demonstrates his two research methods, scrolling the reels tab for relevant viral formats and pulling a competitor's top 50 posts by view count through a browser extension, then describes a weekly research-to-script-to-record workflow.
36:10 – 42:47
07 · Pillar 6: Lead Generation
Covers two lead-generation mechanisms: lead magnets built from a 'box system' that maps a customer's journey and gives away the easy early steps for free, and story sequences, a four-slide structure of hook, objection, proof, and offer, walked through with two real swipe-file examples.
42:47 – 47:33
08 · Pillar 7: DM Setting
Breaks the DM process into a discovery stage (indirect qualifying questions on location, business interest, and budget) and a pitch stage, and stresses that the setter's job continues after a call is booked, getting the prospect to consume more proof content so they show up sold on the vehicle and the person, not just curious.
47:33 – 50:54
09 · Pillar 8: Content Amplification
Argues that once a piece of content is proven to convert, it should be re-spent rather than replaced, through paid shoutout and collaboration pages, follower ads, and DM ads reportedly costing $1 to $5 per inbound DM. Uses Luke Belmar's repeated redistribution of one viral clip as the reference example.
50:54 – 57:03
10 · Pillar 9: The Scoreboard
Lays out three leading indicators, new inbound leads, percent of leads booked, and collected dollar per booked call, each split by department (marketing, setting, sales), plus supporting lagging indicators like DQ rate, response rate, and reach, to diagnose which stage of the funnel is actually the bottleneck.
57:03 – 58:28
11 · Close and CTA
Closes by summarizing the framework as a durable, trackable system rather than a black box, then pitches his agency's done-for-you service and asks viewers to subscribe and share.
Lines worth screenshotting.
- On cold ads people buy the offer and the outcome, but on organic content they buy who you are and who they could become, which means the same offer needs two different pitches.
- An offer built only around a guarantee makes a business one of many, while an offer built around a unique method or story is what actually differentiates it.
- Reels are a discovery tool that mostly reach new people, but carousels get shown to existing followers first, making them the stronger tool for educating an audience that already knows you.
- Instagram Stories work best as bottom-of-funnel content because only people who already follow and engage with an account see them prominently.
- Talking about too many unrelated topics confuses the algorithm's targeting, which hurts lead quality even if it grows total reach.
- A brand built only on subject-matter expertise is a one-legged stool: anyone with a bigger result or more experience can outrank it instantly.
- Leaning into divisive commentary to chase attention can gut sales fast if a business's actual buyers don't share those views.
- A profile bio should function like a landing page headline, a clear transformation, an authority signal, and one call to action, not a list of hobbies.
- Posting once a day with intentional topic selection consistently outperforms posting five or six times a day without a plan.
- The fastest content research method is studying competitors' top-performing posts by view count, not trying to invent a new hook from scratch.
- DM conversations should qualify people through indirect questions about their situation and budget before a program or price ever comes up.
- Winning organic content should be re-spent through paid shoutout pages, follower ads, and DM ads instead of being posted once and abandoned.
- Nine leading and lagging metrics, split across marketing, setting, and sales, show exactly which part of a funnel is actually broken.
Nine steps turn Instagram content into booked sales calls.
WHAT TO LEARN
Instagram growth for a coaching business comes down to nine connected steps, offer, positioning, content, profile, distribution, lead magnets, DM sales, amplification, and metrics, not follower count or posting volume.
02Pillar 1: The Offer
- A strong offer needs three things: a clear transformation, defined steps and support for getting there, and a positioning angle that makes it different from a similar-sounding competitor.
- Cold traffic responds to a stated outcome and guarantee, but an audience that already knows a creator responds more to a credible transformation story than to a hard guarantee.
03Pillar 2: Brand Positioning
- Talking about too many unrelated topics sends mixed signals to the algorithm and lowers lead quality even if it grows total reach.
- The strongest positioning stacks three layers together, personal story, point of view, and demonstrated expertise, instead of relying on any single one.
04Pillar 3: Content Strategy
- Different content formats serve different funnel stages, so content built purely for reach rarely converts, and content built purely to convert rarely reaches new people on its own.
05Pillar 4: The Instagram Profile
- A profile should function like a landing page: username, photo, bio, story highlights, and pinned posts should each answer who this is for and what happens next.
06Pillar 5: Content Creation & Distribution
- Studying a competitor's best-performing posts by view count, then adapting the format and hook rather than copying the words, is a faster research method than inventing new ideas from scratch.
- Posting once a day with a deliberate plan for the week consistently beats posting several times a day without one, because relevance drives conversion more than volume.
07Pillar 6: Lead Generation
- Free content that walks through the easy early steps of a process, while holding back the harder later steps, creates a natural point where a viewer wants direct help.
- A story sequence that raises an objection, answers it, backs it up with proof, and then makes an offer converts warm viewers more reliably than a single promotional post.
08Pillar 7: DM Setting
- Asking indirect questions about someone's situation and budget, rather than pitching immediately, both qualifies the lead and gets them talking themselves into wanting the offer.
09Pillar 8: Content Amplification
- Once a piece of content proves it converts, spending money to push it further through shoutout pages or paid ads is a more reliable growth lever than creating something new.
10Pillar 9: The Scoreboard
- Tracking three leading indicators, inbound leads, percent of leads booked, and revenue collected per booked call, shows quickly which part of a funnel is actually broken.
- A low reach or follower growth number points to a marketing problem, a low booking percentage points to a setting problem, and a low collected-dollar-per-call points to a sales problem, so fixes should target the right team instead of the whole funnel at once.
Terms worth knowing.
- ICP
- Ideal Customer Profile, the specific type of person a business is trying to attract and sell to.
- USP
- Unique Selling Proposition, the specific claim or angle that makes an offer different from a competitor making a similar promise.
- Top / Middle / Bottom of Funnel
- The three stages content moves a viewer through: awareness of who you are, education on how your solution works, and conversion into a buyer.
- Brand Market Fit
- The overlap between what an audience actually wants to see and what a creator has the story, knowledge, or results to credibly offer.
- Purple Cow
- A marketing idea describing a business that stands out through one unmistakable point of difference instead of blending in with similar competitors.
- Story Sequence
- A planned series of Instagram Stories, usually three to four slides, that raises an objection, answers it, backs it with proof, then makes an offer.
- Box System
- A method for mapping a customer's step-by-step journey to a result, used to decide which early steps to give away free as lead magnets.
- DQ Rate
- Disqualification rate, the percentage of inbound leads who turn out not to be a fit once a seller starts a conversation with them.
- Collected Dollar Per Booked Call
- Total revenue collected divided by the number of sales calls booked, used to judge how efficiently a funnel turns conversations into cash.
Things they pointed at.
55:00toolManyChat
41:40toolBrowser extension for finding a competitor's top outlier posts by view count (heard on audio as "Sword Feet", exact name/spelling unconfirmed)
Lines you could clip.
00:30
“I can say with stupidly high confidence that the follower counts had almost nothing to do with their success.”
02:35
“Your offer should be the bridge between where the person's at and where they want to go.”
35:40
“It's easier to get one video that hits 5 million views than to create 50 videos that get 100,000 views each.”
47:00
“You don't get paid as a setter for booking a call. You get paid to generate cash.”
Word for word.
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Imagine this, every single month, you get hundreds of highly qualified sales calls booked onto your team's calendar, resulting in over two, three, or even 400, $500 ,000 in info and coaching sales for your business at extremely high margins, all because you posted one piece of content on Instagram every single day. We've done that over 30 times for our clients, resulting in over $100 million in info coaching sales for some of the biggest personal brands in the game.
And on top of that, I've seen the same happen dozen dozen of times behind the scenes of nearly every 10 out of 10 personal brand you can think of. And after getting access to all this data, I can say with stupidly high confidence that the follower counts had almost nothing to do with their success. Instead, it's a nine pillar content funnel that predictably and consistently turns cold viewers into ready to buy customers within minutes.
of interacting with your content. So in this video, I'm gonna go and break down each individual pillar in excruciating details with real examples from creators you probably follow or look up to. And I'm gonna make this so simple that you can copy and paste this entire framework into your own business to go and generate more leads, book more calls, and most importantly, go and scale an info coaching offer to multiple six.
if not seven figures every single month. So let's get started with probably the one thing that most of you overlook or are too arrogant to even consider, which is the offer. Without a strong offer, it doesn't matter how many views you get, how many people message you on ManyChat, or even how many sales calls you book.
The conversions will always be catastrophically low. And from seeing inside of dozens of eight -figure operations and scaling a handful ourselves, right, I can go conclude that the best offers are all built around getting into conversations with a prospect as humanly as possible. To go and kind of play into this a bit more, right?
On the cold ad side, when you actually run ads, the play is to always lead with the offer, lead with the guarantee, make it about just strictly the outcome or like assurance they have to go and see success. The problem is if you take that very approach into the Instagram and content side, you're more often than not going to be let down.
The reason for it is super simple. On the paid ad side, people go and buy the offer. They buy the outcome.
They buy sort of like what you can do for them. Whereas on the organic side, they buy into who you are and who you can help them become, which very much are like two different premises. And so I want to go and walk you guys through exactly kind of how we look at offers as well as what you can go and leverage in order to go and get the most out of your traffic that we're going to go and generate.
Right. Very much like from a principle based perspective, from an organic philosophy perspective, it goes down to like what Russell Brunson said back in the day, where essentially like . The reason this is so important is because.
For someone to go and actually want to take action, they need to look at you and think, oh, this person was or can resonate with where I'm at right now. They used to be there. And now that it is amazing life that I want to go and live.
And the bridge behind this all is the offer that they're selling, right? It's not the guarantee. It's not like the crazy claim.
It's just the, oh, by getting into X vehicle, they were able to go from A to B. And that's a very promise that we want to lead with, right? And so essentially, like really the three things we kind of look for, and this is on a very simple level, right?
When it comes down to offers is one, a clear transformation, because again, they buy who you are and what you've accomplished. So you could have some form of a decent transformation, which kind of synonymously is the outcome that they can achieve. Now, to be very clear, the outcome that they achieve isn't necessarily only centered around like, hey, this is the money you can make.
It's the transformation, the person they become, the action they'll be. able to perform as a result of getting results right it's more than just i can buy a car and basically go clubbing like it's it's as simple as that right the second thing is sort of like the offer components which like how will i complete each step and how will i be supported throughout that now the reason i even mentioned all this might seem second nature to you is because the better you get at outlining the steps the tools as well as the support levels that you leverage to help people go from a to b the better you can use that inside of your content but we'll cover that in a bit and last but not least is just the offer positioning right aka what makes your offer unique now what i mean is you should never go and you lead with a guarantee on socials because people are in a state where they want to have a transformation they want to have an evolution of themselves if your whole play is like i'll guarantee this that and the other you just are one of many whereas if you have a unique way of doing it right whether that's your own method whether that's like a clear -cut growth plan whether that's just like hey we actually do this for you i help
you every step of the way. That actually helps you sort of position yourself differently, right? As you can see here, like I really want to make sure if I create content.
probably similar to ads at this point is I want to make it seem as in an untapped market. As an example, we once upon a time had a few Airbnb clients and in the Airbnb space, it's obviously like, you know, rent and sublet, there's like managed properties and then there's buy and sublet. And so we had a client who was in the buy and sublet market specifically.
And because it framed it as, hey, look, this is the best way to get into real estate because you buy a property and then you just sublet it. The framing of it was differently than, oh, you should get into Airbnb because it allows you to make this much money.
The framing was you can increase your cash flow. You can actually have tax deductions and it actually helps you to replace your nine to five income. That different sort of like framing initially just sets you away from the competition.
right off the riff. And so you really want to go and figure out how you can make yourself different. Because again, even if you have like an AI leverage point or anything that makes people look at and go like, wow, this feels or sounds different.
That's when they will actually want to go buy your stuff. To put this into practice, right? When we look at offer building, we always want to have a few opponents.
Obviously one, what is the ICP? AKA who are we actually trying to sell to? The second thing is then what is the USP of the offer?
As an example, it's if the USP is, we don't help you just to build a short -term rental business. We help you build real wealth. by helping you buy and basically like sublet properties profitably.
So you can also get tax deductions. It's a bit of a USP. What are the features?
What are the step -by -step process they go through? What's the support levels? Just stuff that you could then use within your content as well as in your marketing to actually go make things sweet.
And last but not least, what's obviously the transformation that they can go and achieve? Fairly self -explanatory. With Airbnb, as an example, the transformation will be replace or match your W -2 income with short -term rentals so you can watch your kids grow up, right?
It's very simple. like sort of transformation. The features of it would be an ideal finder, a profit calculator, coaching.
Obviously, there's a lot more you could tax on, just a few examples here. The more you can make these features clear, the easier it is to create content because when you show people how to go and get results in your content, which we'll cover in depth later on, I now am aware that, oh, wow, here's how I'm going to be supported or I see this thing and they go, oh, wait, this tool sounds amazing.
How do I get access to this? do by buying your program which again you're making an indirect pitch right these sort of like offer usps buying sublet properties you can get tax savings through cost segregation studies etc and then last but not least the icp is obviously existing real estate investors or corporate employees that want to go retire early and so the reason this is so important with the offer stuff right which again some of you might look at and be like well i already do a million a month like this is irrelevant it matters because once you get clear on this you can now actually go and create better content okay because for every single personal brand that we're gonna go and build we need to go and have okay cool what's the story of the creator and how is it relevant to people what's his personality like what are his views opinions his like you know just like traits that he has areas of interest and once you have that you actually kind of know what to speak about what is his unique knowledge what are his strategies what are his accomplishments that we can actually speak about right what are the topics that he wants to speak about and what are the visual formats in which we're going to create content once you actually have all of that and you can layer it with
that offer overview that's when you come up with content as an example if i understand somebody wants to make content around ecom and one of their passions is they want to speak about is gardening the match of what the brand is about and who we wanna sell the offer to or what the offer is, it's just not there, which means we're not gonna go and do it.
I know people tell you, you need to be authentic. You are the niche. But the point is that this is not some fluffy become an influencer type.
What we wanna do is we wanna build a brand that's gonna consistently turn strangers into paying customers. If a customer doesn't give a shit about gardening at scale, we don't need to make content around it. We'll just very simply put that.
Once you get clear on the offer, you want to go move over into what I would call the brand positioning. Because once again, Right now, we're no longer in a scenario where people look at it and go, wow, building a personal brand is so niche.
I need to go and do that. We're now in a space where there's dozens of people in every single niche, similar to the ad market. And so the easiest way to go and figure out how you can dominate without having to compete much with your competitors is by using what I call brand positioning.
Okay. Generally speaking, again, people say you are the niche, you know, show your subject matter experts and like all attention is good attention, which sounds good, but is actually wrong. I'm going to just go through this one step at a time, right?
If all attention is good attention, it can also be that you get a bunch of hate, which, you know, maybe you get a sale out of it, but you lose more than you gain. A very good example of it is this. Whenever President Trump make certain announcement, right?
We think about it, how can we piggyback off of the attention? One of our clients who's fairly conservative, he was like, let me piggyback off. And he made this whole riff -raff really going and voicing his support for President Trump.
And within two weeks, sales pretty much dried out. Well, the reason for it was that most of his buyers were actually liberal voters that were interested in Kamala Harris. And so by being himself and getting as much attention as possible, like he actually killed his sort of like buying audience because they were like oh i don't align with what you're saying why would i buy from you same thing with a different client that we had you know we were selling primarily to families at the time his icp was like a family who wanted to achieve the same thing him and his wife had long story short the client started to talk about like a lot like red pill contents around like how the role should be traditional and you know most importantly how he would have like different you know sort of like sexual partners or side chicks which again the average family started to look at that and went go from this guy is so relatable i want to be like that too what the fuck is this guy talking about?
Now, as a result of that, we pretty much like half the business because he kept speaking about that. And so the lesson here is like we had to really strongfully like refrain the client from talking about this type of stuff because it actually hurt the business in ways he did not anticipate at all, right? And so to kind of say that, that's why I think that all attention isn't good.
The second thing is you are the niche. Well, once again, if you have stuff that you believe in that your ICP does not resonate with at all, you are literally committing suicide by talking about that. Second of all, is there's always topics that people don't give a shit about that will just bring in the wrong crowd.
The reason I say that is because if you say you are a niche, you should make content around 10 different topics. You're sending mixed signals to the algorithm. You talk about fitness, you talk about money, you talk about like, you know, nutrition, you talk about relationships, they're all things that you care about.
But now the algorithm doesn't know are you a relationship expert, are you a fitness expert, are you a business expert? And as a result, What happens is very simply put, your content actually gets shown to random people because there's no clear -cut targeting from the algorithm.
who your content is for which means you get mixed people in the algorithm doesn't refine of oh this is the kind of person that will want to watch this content which means you're going to get a bunch of randos in which is how you get extremely bad lead quality and last but not least showing your subject matter expert whilst i agree with that the problem is that if all you have is your expertise you are a one -legged stool which means if somebody comes across who just has achieved the bigger result or might have taught you or might have just achieved things that you haven't you lose the battle and it's a one -legged stool we all always want to build our brands on the person we are, the things we believe in and that we've accomplished, as well as the knowledge that we have.
And so by having three different layers, you kind of create a one -off one niche, which is how you're able to go and dominate the competition for years to come. Now, the second concept that I have, piggybacking off of this, is the crucial thing. Your brand positioning is determined by your ability to find brand market fit.
Brand market fit, simply put, is the same concept as finding product market fit when you first start selling your product. You want to go and figure out if what you have is something that the market actually gives a fuck about, which is the same thing here you're gonna figure out two things what does the audience want aka what's the topics that they engage with what are the topics that they give a about what are the things within your niche that they want to learn about what are topics that spark controversy and most importantly what are the formats or sort of visuals formats that they currently consume and then you want to overlay that with what you have to offer aka Who are you as a person?
What's your story? What's your background? What are your accomplishments?
What's your knowledge? What are your views, opinions, the whole nine yards? And what are your preferred ways of creating content?
And once you overlay the two, you will find this little section here, right? Which is like blacked out right now. And that's going to be what you call your brand market fit.
This is your exactual zone of genius. As an example, if what the audience wants is like gardening, like a cuck behavior, but you are the exact opposite. You're not going to go make content around that.
Right. You as a woman, for example, have a bunch of young chicks and you want to make money around like how you should just be with the same guy from your high school. But all the women that you speak to, they just want to go beat themselves, make a bunch of money and just kind of.
have fun that's very misaligned right and yes well there's a one percent of the one percent that are able to like realign and sort of like reshape the entire way people think about it i think you need to tie into what does the market want what do i have that i can give to satisfy the market and do exactly that now last but not least you want to always think of unique positionings right so there's a thing called the purple cow where in a field of cows if everyone looks the same but one of them is purple it's going to stand out massively you want to do the exact same thing i look to this earlier but as you kind of map out your sort of like personal brand you want to go and look at what about your story your personality your knowledge your content topics or your formats can you do that's unique to yourself So I'm gonna give you a few older examples, right?
Andrew Tate massively blew up, yes, because he had interesting views, but also because he had a Bugatti. Nobody in the info coaching space or nobody in the online space had a Bugatti. Someone else would able to be standing out by, you know, having a model wife because most people haven't had a model wife.
Some people might be standing out because they have a massive mansion, whatever. So those are all like little leverage points. Now I'm gonna go give you a few leverage points that I did myself.
For us, we have a client who's the ex -JP Morgan banker who now helps people, you know, accomplish a certain form of acquisition. By being an ex -JP Morgan banker, he has a unique lever over everyone else because people give you authority through that.
One of our former clients, he sold a company for $30 million in an e -com industry where nobody else had ever accomplished such a thing. Again, that in of itself turns them into a purple cow. And so what you want to do at this stage is you want to go through your story, like all these sections, and you want to ask yourself, what do I have that's unique?
Is it that I have within my knowledge field, I have like unparalleled authority. But with my knowledge field, I have like a special strategy, right? Is it that I have like views or opinions that are really strong?
Is it about my story that I have certain like, again, accomplishments? Is it certain like losses? Is it like a background, right?
Is it like something about me that's unique? As an example, you know, you being, you know, I would say either from an African -American background, from like, you know, an Asian background, your parents being immigrants. Those are all unique layers, right?
At the end of the day, like you want to figure out what makes you special that nobody else in the competition has. You know, they can copy your ads, they can copy your funnel, they can copy your guarantees, but they can't copy you as a personality. And so you really want to spend some time thinking because it's going to go and give you that unique positioning.
Again, unique positioning could be, I'm someone figuring it out. So I'm literally just one step ahead of you guys. Having a unique positioning would be, hey, I have the biggest luxury Airbnb rental portfolio.
So like luxury properties being your positioning, where it's like, oh, it's like. pretty cool now that your positioning is established and you know how to stand out you'll have a significantly easier time making content that not only gets views but also converts more people than creators with 10x your size the question now becomes what types of content should you be posting because most people just think oh it's reels because instagram ceo adam mosseri came out and said that they get you the most reach and whilst that's true there's something else that you should go and cover reels there are important part of your strategy because they actually get you more reach But the problem becomes if you solely rely on reels to go get your customers, you're going to really shoot yourself in the foot.
To better explain that, I want to go walk through what I would call the content funnel, which is made up of topics and formats. Because if you're not utilizing what I would call carousels, as well as story sequences, you're losing out anywhere between $100 ,000 to $300 ,000, $400 ,000 every single month. And I've proved to back it up.
And so with that being said, let's get dive into the content strategy side of things, okay? Most people make this massive mistake where when they think about getting clients from content, they just... believe it's that you post content, you get views, people reach out to you, you close them.
Easy as. But the reality is that the biggest brands, they know something that you probably don't, which is that Instagram, YouTube, any social platform has to be treated like a funnel, just like you would with paid ads. You don't just create some ads, spunk it out and just expect people to come by to you.
That's not how it works. It's about reaching new people. educating them on what you do and how you can help them and ultimately converting them into a paying customer or a sales calls in the first place.
The same thing happens on the content, right? We call this the content funnel, which really has three stages. The first thing is top of funnel, right?
Where essentially you just focus on actually getting awareness. People get awareness of you if they understand what you do, who you are, why they should follow you and why what you speak about and who you are as a person is relevant to them. As an example, you know, Emangazi creating videos.
it became relevant to people because they saw he was in the same position as them and had the same goals as them and therefore following him might get them close to the goal. Vice versa, you know, who he was, his story, his background, his mission, his pain, that's something people could resonate with. And again, what he was doing, it's the agency model that just looked pretty cool.
So people want to learn more about it. That's again, getting the awareness, getting people to follow you. Once they follow you though, they don't just convert by themselves.
Again, it comes down to educating them properly. At this stage, it comes down to... How does this work?
What are the individual steps that need to be completed to go from A to B, to go from zero to one, one to five, five to 10? How do they do it? What tools do they use?
What are the mistakes that are being made? What about X, which are usually just like objections people have, right? And so it's really like, you do a lot of educating and like reframing their mindsets in order to take them from, you know, someone who follows you into like a, wow, this person really knows their shit.
And like, this person might be able to go and help me X, Y, and Z. And that's, again, is our middle of the funnel content. And then last but not least, least you know you have your conversion which is simply put you need to give them belief that they can do it it's the right thing for them to go and do and you've helped people similar to them once again you bottom a funnel once you've been able to ascend them through that's when they're turning into actual money.
Now, you might ask yourself, well, this sounds great. I've heard that before. Why does it have to do with like formats?
I can do that with Reels. Maybe you could, but I think you're forgetting a very big thing. In order to go and get clients from content, you need to go through what I would call the content equation, right?
Which is essentially your content is a result of the topic, which you wrap into a visual format, optimized for the target audience. The reason this is so important is because you can take a viral content format that is going to not speak to your ICP. get a million views and make zero dollars.
Or you can get 10 ,000 views or 5 ,000 views on a topic that isn't viral, very important to your target audience, packaged in a way that's relevant to them and actually make $100 ,000. The point I'm trying to make is this, right? Different formats and different topics are optimized for different purposes.
And so what do you want to actually go and accomplish is for every single brand, especially starting out, you wanna have three topics and three formats as you mix and match together. I put it this way, right? You wanna have three formats and...
three things and you're gonna have one format and three topics that talk about top of funnel. You have some that talk about middle of funnel, right? And last but not least, you have bottom of funnel, right?
Now, let me give you an example, okay? If I had to go and say this as an example, to me, I would use top of funnel, I would use reels, right? Now, you can use one format only on the reels, you can use two formats on the reels.
The second thing I might go and do is I wanna have a format that educates people, right? Which I would use carousels. Now, let's look at the differentiation real quick.
Reels. As per Adam Mosseri, the Instagram CEO, they're great to be shown to new people, aka especially with trial reels. Instagram reels are your discovery mechanism, your cold ads that bring in new people, right?
So that's how you get known. And that's how you drive new reach. People become aware of who you are.
But now... If you rely on the same mechanism to get you more educated people into the DMs eventually, Reels actually aren't the best format. Yes, they still work to an extent, but carousels slash threads, how we call them, work significantly better.
Because carousels... like those swipeable little sliders, they actually get shown to followers first. And only if a massive majority of your followers engage with it, they get shown to new people, which makes them a great neutral asset.
Because again, when you have a carousel, it gets shown to existing people who already engage with your content, which means... inside of the content funnel, they're in the education phase, which means it's a lot more effective and again, makes them higher intent. And last but not least, when you look at the bottom of the funnel, those are people who already know and like you and to an extent trust you, which we would use the stories, right?
We would use our Instagram stories as really like a bottom of funnel content because people have to follow you and have to engage with your content to go and see your stories because otherwise they're just going to get spammed at the very end of the Instagram story tile, right? Which is the more you engage with them, the more to the left that they show.
And that's really where you're going to go. would turn people from fans into interested potential customers you want to go and be aware now with that in mind what are the topics and the formats that you're going to be putting in every single individual place now to go and underline that and show you that i'm not just talking some bullshit let's go and look at one of the most prolific brands that i think is doing a fantastic job is shelby's up right simply put so let's go and look at her stuff now i want to be very prefaced by saying this but i don't believe that i'm gonna know it all and like i know exactly how shelby's brand works i have a very good idea right but again she's the only person that will truly know so to go and look at that right now when you look at her content we'll just look at the reels first okay they're split into two particular scenarios right one which is essentially like a lot of like chopper funnel stuff like stuff like this we need like it's trends it's audios
It's like, what's your love language? Stuff like that. And that's very much like top of funnel, getting views, like showing off the lifestyle.
Then you have a lot of middle of funnel. Like what the fuck is high ticket sales? You're gonna click off unless you care about sales or you know who Shelby is and you wanna know how she finances the lifestyle.
Again, same thing here. Very tactical, like very like in depth. This one, more top of funnel stuff, which is pretty cool.
This, a lot of middle of funnel, a lot of nurturing, right? Again, here, transformation. Like that's as much as top of funnel and awareness as it gets, right?
how hot girls choose clothes too expensive in sales. That's actually a good mixture of like top and middle of funnel. But again, all of this is extremely optimized for like getting attention and like kind of nurturing people.
And then on our stories, again, oh my God, getting attention, right? Boom, showing social proof. Boom, boom, boom.
This one, you can see, pitches you to go and get it. This is good bottom of funnel content. And so essentially, that's pretty much how the whole funnel works.
Now, when you look at Shelby's stuff, she doesn't implement carousels as much as I believe she should, but she makes too much money. So can't really say shit to her, you know, but in ideal scenario, you'd be seeing her and you see her occasionally go and do it, throw in some more carousels, like stuff like this. Things that don't mix, water and oil, me and stingy people.
This is just educating people on like what she does, like what she believes in. Again, getting you sold on who she is as a person. Good thing here, right?
I've sold three lattes as a barista, knocked on doors, selling pests, control and built a number one sales company. Here's how to get someone to sell themselves. Boom.
Simply put, that's kind of the blueprint. And again, it shows you three formats. Top of funnel, viral, like sort of like lifestyle stuff.
Middle of funnel, her talking into the actual camera, as well as like, you know, sort of like... carousels which would be two formats obviously and then bottom of all just instagram stories it's extremely simple but combining that now gives her three engines an engine that like you know reaches new people and helps her grow the audience, an engine that helps her nurture the audience and ultimately generate leads as well, and an engine that converts people into high -intent leads and ultimately gets them into the sales conversation.
And so that's exactly what you want to go and have in the third part. Once you're aware of the offer you're going to sell and how you're going to sell it, how to position yourself uniquely from your competition, it's now about setting up a funnel in a way where you actually understand how to go and optimize your entire content for one thing which is sales now when it comes to content and story specifically we'll get to that in a bit because it's a very specific way of doing that But now that you kind of have the strategy and everything, the first step in actually turning this whole nice theory into hardcore action is through what I would say the Instagram profile, right?
Very simply put, the way I would view the actual profile is very similar to a sales funnel. Now, when it comes to your Instagram profile, you kind of want to look at it very similarly put to an Instagram website, right? Now, I just picked some random BSL that I came across, okay?
Which is for a sales training offer, but very simply put... like obviously the headline here right again i'm no vsl expert so i'm not going to pretend this is awesome but this tells you who it's for right again it gives you what you kind of can expect then obviously the vsl in of itself which tell why it's relevant to them right now the problem is with a good and a bad profile is this okay if you if you viewed this as a website and no disrespect to mr joel joel's a legend but he literally goes straight into the pitch if you don't know joel already you have no clue what the he does you don't know what the this is for what exactly are you wanting to do so this is pretty bad you know the profile picture's decent the name's decent but then the bio in of itself is pretty damn bad.
Minus points for following too many people, Joel. Now let's look at a good website, right? A good little profile or like, you know what I would call like a landing page is this super clear username.
Again, it's a personable username, not some like random corporate name. It's a person. The profile is pretty good.
I actually thought personally, like this would be a better profile picture to me, but this is not bad too. It gives you a bit of an insight of like who the person actually is. Then what are you going to have is you have a clear cut thing of who he is.
and like what he does, right? Cool. Founder, okay, cool.
Gives a bit of personal insight what he does. Gives an outcome, I've achieved this in operating a six -month -long sales team, right? Cool, okay, this is sort of like what I can expect out of it, like sales advice or sales team building advice.
And then free call audit, little CTA, boom. It's not just, hey. Just welcome to my profile, buy my shit.
It gives you a bit of context first. And obviously here's the link in bio. I think this is pretty decent, right?
So when you set up your own stuff, what do you want to go and do is you want to just have a super simple checklist. Number one, you want to go get a username, right? Simply put, you want your username to be something like Jeremy Moser or like, you know, Jeremy Nick, or like you want to have official Jeremy Moser.
You just want to have something associated with your name since you're building. a personal brand and people buy from people they know i can trust i know it's crazy on the second thing profile picture make it professional just like a headshot what you don't want again if you do this please unfollow me if you have like a crypto pictures like if you do an nft you're dumb You literally hate money.
Same thing if you do some like half -flexy picture of your car, like something random in it. Make it just people know who it is and they have some face to like, you know, be personable with, right? And like no distraction in the pictures either because again, that just costs you a bunch of money.
Number three, and this is probably the most important thing when you have like your Instagram bio, right? And I made an in -depth video on this, by the way, if you want to check it out on my profile. But again, with the bio, you just want to make sure you have a clear -cut transformation, potentially something about your background, if that's a leverage point you've identified in the positioning part.
Some form of authority of an... right something that people go damn that's pretty impressive i want to do the same and then usually either have like a personal statement like husband of two or like you know part -time paddle pro whatever it might be as well as the cta of like hey what i can actually go and achieve next things up that you want to go and do is you want to have some some form of story highlights again very simply put like a storytelling should be like about me where you tell your origin story layered and framed in a way that makes it relevant to your ICP.
You want to do like your journey, right? Show some social proof, your actual results, you actually working the business or vehicle that you're saying you did, right? As well as your student results.
That I would say in of itself, those are three story highlights, super simple setup, okay? You want to go and have your pinned posts. That's the last thing.
I usually say I want to have three pinned posts. A transformation post, where I was, where I'm at now, right? A tactical blueprint showing how to get a result with your vehicles or like step -by -step breakdown, as well as some students.
success whether it's just a highlight of like you know hey what our students did last week or it's an actual client case study if you have those three posts pinned at the top of your profile it's pretty good so if i went on shelby's profile and obviously on my laptop it looks pretty it's like the harsh truth about networking as a woman we took shelby's up to locking doors pretty good This one is the only one I would probably replace with like some origin story.
If you had an origin story here, some her in the field doing the thing, as well as some tactical insight, I think that will be pretty damn good. Now, once you have your profile properly set up, the last part that you have to go and complete is essentially this, which is the actual. content the moneymaker now one quick thing before we do an entire content deep dive if you're a business owner you do you know a few hundred grand a month and you want this entire system i'm going through here just built for you and shown to you so you know exactly what to go and do and just have to execute as opposed to piecing this whole thing together, just click the first link in our description.
It's basically to book a call with ourselves to go and see if we can go and take over your Instagram and help you go and scale up. It's very simple. We just go through what you're currently doing or why you're not doing it in the first place, show you exactly how it would help you install this content funnel into your business and help you go and add a few hundred grand a month, potentially.
Again, we can't really make any income disclaimers here. If that sounds interesting to you, just click a link to book my team and pretty much from there, see if we're a good fit. The next thing that I want to talk to you about is the...
actual distribution aka the content creation of itself most people really sort of like over or under complicate this part if you get it right now i want to just call out a few things that i think is pretty bad spamming trial reels i think it's pretty stupid posting six times a day or five times a day is is not a not the best idea that i've seen i believe when it comes to distribution as well as creating the content as a business owner it's about quality over quantity what we like to do is we like to post once every single day and what we like to go and do is we like to be very intentional of our posts so every single day or every week more so we think of what posts are we going to do what are the seven posts we're going to do if we realize that we are short on leads or we're short on just follower growth and brand growth in general, we might do more top of funnel stuff.
Again, at which point we ask ourselves, what are some good content topics that we could riff? You know, what are some good transformations we could do? Are there some trends or trending sounds that we can do transformation over?
Are there some opinions that I hold or some industry news that I could piggyback off on? Just again, figuring out what we can go do to get more awareness. I feel like I struggle with lead generation.
I might choose some more tactical pieces of content or post a bunch of social proof around my own business. So I can actually go and show them that I'm doing what I'm doing and provide tactical insights that shift them closer towards reaching out. Or I can literally just go on my feet, go and do some giveaways, generate a few more leads.
Last but not least, if I have issues in actually converting people, I might just need to build more trust, at which point I might actually show some more. proof -based content. When it comes to the content setting of itself, you just want to figure out what's the bottleneck that you're facing and then optimize your content strategy around that.
Typically speaking, we post around four to six reels on a weekly basis and then one to two carousels on a weekly basis. That is a good split. It's just finding the topics.
When it comes to the actual topic, honestly, there's two ways that we research. Number one, we just open, if you go to Instagram, you open the reels tab. There's as simple as it gets to be quite frank with you.
We open the reels tab. Once the reels tab open, all we do is we literally just go and start scrolling and we look for what's relevant to us as an example if i wanted to go make tennis content here i would go and you know do different types of content pieces okay i watch too many dark rails as it appears but i would literally just go and see okay this didn't this didn't really work so it's probably not worth it this worked really well but it's not relevant to my niche right so i scroll oh cool okay so i see this real right Someone in my niche.
He does the co -founder of Bloom's $80 million TikTok shop strategy. So now I realize, okay, this gets views and it's relevant. I'm just going to add that to what I would call a swipe file.
And so I want to repeat that for a few times, right? The second thing I would then go and do is I would go and find competitors. So as an example, i would let's say take mr jeremy haynes right it's in a similar vertical to me so what i would do if i come to the jeremy haynes page i would use a tool called sword feet okay if you just type it in it's called sword feet so it's it's a basically like an extension that you could download right i highly recommend it so you just basically do that for some reason it keeps getting removed for me if i actually go and add it right what it does very simply put is it shows you how to use outlier scores.
What I would do now is I would essentially just go and say, hey, based on the last 50 posts, I want to optimize based on views. What it does now, it basically just, as you can see, it just sorts them, right? And now for my competitors, I can go and see essentially for lack of better terms, what's working for them.
So this one did the best for him, right? So I'd go and check what he actually speaks about. Here's the real truth about what's going on with your paid ads right now.
Every time you go to scale in that. So I look at that and I go, okay, cool. That's actually kind of interesting.
Maybe the real truth. I could go and look at... Obviously, this content doesn't seem to be ripping the hardest, but if I look at something that's really hard hitting, let's say it's super viral.
People prior to the call or prior to the webinar, nobody's picking up and it's not impacting your show rate positively. That's for sure. Your phone numbers could be burned.
That's one. So again, I would say now that's center -based, if I have a topic, either I have a different opinion, I have a different approach or have a super big strategy, I can go and leverage that as a research find to go and create some good content. I'm gonna use someone who's probably a bit more like within my space, right, as an example.
So I'm gonna go and use someone, let's say Brian Mark. You know, I think he creates some pretty good content. You know, he obviously spam posts a bit in my opinion, but he's doing awesome money.
So we appreciate Mark. And so essentially what we can go and say is I gotta go scroll his 50 best performing content pieces, right? Over the past, however long this was.
And now I can go and say, cool this. And I decide, does this align with my brand? Does it not?
Doesn't align, doesn't align. This is pretty cool. Did definitely fairly well.
So I would go and say, do I have a lesson that I have? That's pretty good. Nope.
Okay. Well, I could go and say, okay, cool. Some cloud hack.
Maybe I have that. Oh, this one as an example, the 24, 5K per month posting schedule. That sounds very aligned with me.
So I could go and say, well, this exact schedule we followed to make our client 300K last week. Boom, boom, boom, boom, boom. So now we actually have like a very good little way to go and essentially just take what is working and already create simple formats, right?
The one thing is we don't take something and copy it word for word. What we actually go and do is we find a format, a style, a hook that's working, and then we tweak it into what we do. Now, when it comes to the actual distribution and the creation process, right, which is probably a bit more of an in -depth video for a later time, but what we do is we simply go and sit down once a week, recap the research that we've conducted on a day -to -day.
basis, pick five to seven content pieces that match the need of the brand right now, that's more reach, more followers, more leads, or just more high intent leads, right? And then based off of that, we then go into the framing and scripting process. And again, within a three to four hour block, we essentially just go, go through all the research, pick the topics, write the first draft, go to sleep, next morning.
spend another two hours essentially like reviewing the drafts and then just recording the content. It is fairly simple. Yes, if you want to go and do it on an extremely high level, it'll probably take a bit more time.
But in four to five hours per week, you can go and have your entire content sorted because then the video editing and stuff like that, we just pawn off to other people, right? And so again, the biggest thing that I have is quality. beats quantity because as Mr.
Beast said, it's easier to get one video that hits 5 million views than to create 50 videos that get 100 ,000 views each. And I already believe that. We've had one piece of content that just booked out our client for the entire month because that particular video, it had clear intention.
It has signed that it was an outlier for an existing creator or for a different niche. And we knew exactly how to go and make it relevant to our ICP. If you can go and do those three things, then you're more likely to go and get views and to go and generate views.
Talking about views and leads. We want to go and really move over into the one category that I think is very little spoken about, which is lead generation, right? For us, what we go and do is we generate leads in two ways.
Number one, through what we would call lead magnets. And number two, through story sequences. First things first, lead magnets, right?
As the name says, what we want to go and figure out is we want to figure out the box system, okay? Now, the box system that we do is for every single person, right, for our ICP, we go and figure out like, what does their customer journey look like? And what's the results journey look like?
If they start here, right, let's call it ST. what is the first step that they're going to go and create, right? What is the second step, okay?
What is the third step, right? So I'm going to use a social media marketing agent as an example. For an agency, it would first be to basically like, you know, pick a niche.
Then it would essentially go and be to pick like an offer, right? And then it would essentially to be like outreach, right? And then from there, it comes to like, from there, it would go to like the sales element.
And then from there, it goes to like actually running the ads as an example. So what I would do is I would say, hey, this, this, And this, I can go give them away for free.
I want to get to the point where they have like a sales call, right? And they probably don't need that much help on the sales side. But I want to be able to get to the point where they get on a call with people and they can potentially make money, right?
And so what I go and do is I find these steps that are actually like not too valuable or that I'm okay with them figuring out by themselves so that when they get to a point where there's friction or they're getting scared, they want to go work with me. So as an example, if they want to go and run ads, that's where a lot of people friction or when they get on sales calls and they can't close, that's when they're like, ah, I really need some help.
And so when they've actually had such a positive experience or have gotten the value out of my free shit, they don't want to go and buy, which again, for each of those, we would go and create a lead magnet. Right now, why is that important? For two reasons.
Because number one, if I go and have a step -by -step, I probably will create a content piece around how to go and create your niche. Or I will go and create a lead magnet around how to craft an offer or how to go and do outreach to people if I sold an SPMA course. And so if I make content pieces around those topics, I want to have something at the end where it's like, by the way, I've created this thing, a training, an AI agent, whatever, that will help you achieve this thing a lot faster if you want to reach out.
By giving something a way of value, I lead with value. I give them some goodwill, right? Which means they actually want to, you know, potentially transact with me.
And it gets them to reach out. It gets them to go and say, hey, I'm actually serious about this in my head at the minute, at least. We usually tell people to comment a certain keyword, which triggers a money chat automation that then go and lands them into the DMs.
And that's realistically, if I'm being very honest with you, That's essentially where we want them. Now, either way, we want majority of our traffic to be driven into the DMs.
because at the end of the day that's where we have a unique advantage point to go and converse with a lead and ultimately like warm them up and convince them to book a sales call with our team later on more on that in a second but that's really the first wave lead magnets where at the end of our feed content piece we actually want to go and have them essentially just you know really ingrained with what it is we're doing who we are as people so they reach out they go into the dms we can occur first the second one is what we would call story sequences i'm gonna just quickly pull this up here but essentially the one thing that we really like when it comes to instagram stories is we like what's called sequences, right?
On the surface, they just look at little snapshots from your life. But for us, they're actually like very strategic marketing pieces that we use to overcome objections, create desire, show social proof, you know, simply just paint a specific picture, feed the narrative we're creating on the actual feed, and most importantly, just liquidate intent to buy.
There's obviously a variety of different ways, but usually the way a story sequence would go is this. We lead with like a hook, which is solely here to go and get attention. And again, it's very specific.
Like we already preface something the lead is thinking in their head and they're like, damn, like this actually feels awfully relevant to me. So for example, when we did Airbnb, a lot of people's issue was, oh, what if the landlord says no? The landlord wouldn't let you sublet the property.
They could do it themselves. So we would literally just go and say, bunch of people will keep saying this stuff and they'll like just pinpoint like this objection out, right? And then we'd say, well, but here's the thing.
And then we, boom, show some social proof. Like we then go into this. second slide where we dismantle the objection.
In the third slide, then go and underline why what we're saying is true. And then in the fourth one, say, by the way, if you want to help with that, or you need, you know, our support in doing that, we actually do X, Y, and Z for you. DM us to go and get started.
So let's use a few examples here. We have this little swipe file that we're keeping here. So as an example, I think this one's pretty good.
It's like just putting out a question, right? Of like, hey. How do you know when it's best time to post?
Common question that, you know, beginning creators usually would ask for whatever reason. What this person did here, you know, is essentially just went, there are two different answers. Boom.
He moves on to the second slide, right? He asked them to distinguish. He shows you what to go and do.
He then shows you what to do if you have more followers. Then shows you where to grab the insights, right? What to go and look for.
And ultimately as well, you know. gives you a very valuable lesson. So in this particular scenario, he didn't do anything.
What he could have done is he could have added a CTA. I'm going to show you a second example, right? So you generate by saying this.
If you're struggling to get clients, I got five tips. I'll help you sign some faster. Anyone, right?
Okay, cool. Tip number one gives the actual tip. Cool.
Build some goodwill. Tip number two, right? Gives you another tip.
And then goes, by the way, if you just want to skip the hard part and get coach 101, just DM me clients and I'll help you out. Sweet. Then you go tip number three.
You give another tip. Cool. Sweet.
Tip number five. Boom. At the end of this, you could literally just go, you give a bunch of valuable tips.
So you've given some value. You might've overcome an objection, right? And then essentially you just have a little CTA where like, hey, by the way, message me a keyword.
In both cases, as I've just kind of outlined to you guys, in both cases, what is going to happen is you're going to end up with people. coming into your DMs because they want to go and learn more. And that is the actual sweet spot where we want to go and have people.
Let me go and show you exactly how we go and leverage DMs because I will be honest with you, DM setting is probably the one thing. a side of the content that we have a very different approach at. So once people actually gone through the content, they watch your stories and they end up in your DMs, here's a very like sort of psychology you need to go and understand.
By this point, people are aware who you are. They like and trust you as an individual and they believe that you can help them achieve their accomplishment and essentially complete that bridge transformation that they're looking for. And so at this point, this is very much in your sales process, but that doesn't mean that you can just blatantly pitch them, right?
These people are still very insecure. They're still like very aware that they might be sold to, so they have a bit of barrier up. What we like to do is like to do two things.
We like to indirectly qualify and heavily nurture these people. Because again, once someone shows up on the sales calls, we want to make sure they know who you are, they like who you are as a person, aka they're sold on you as their creator and the potential mentor, and they believe in the vehicle themselves. If people are sold on the creator as well as the vehicle, that's when you get the most amount of conversions out of your followers.
What we usually do, very simply put, is we have two stages, right? The discovery side of things, as well as the pitch side of things. On the discovery side of things, what we do is we sort of do reverse this qualification.
Instead of just going right for the money. we first want to go and ask probing questions to go and figure out, is this lead disqualified? So on a state where it's like basically like, you know, real estate or like something with tangible assets, we've got like, okay, cool.
Where are you looking to start this business? And if they say like, oh, I'm in Nigeria or like I'm in India, they're like in a third world non -US country, right? We're like, ah, probably can't help you brother.
And we just like disqualify them like swiftly or push them into a low ticket offer. Very simply put, if they pass that simple test, we go into discovery where we gauge interest in the business model. So we say, cool, what are you interested in?
starting XYZ business? Like, give me a bit of background. At this point, they should ideally, you know, give us their background.
They kind of tell us what we do. We ask probing questions, you know, sort of like how much they know about the business model, you know, how aware they are, like kind of just probe a bit, like how clear are they on how the business model works and how much intent do they have to actually, you know. proceeding with this.
If they show that, ah, I'm not really sure. I don't really want to go. I don't know much.
At that point, we just kind of like, you know, hard frame a bit and we just kind of give them a bit of shit. And if we realize they're super keen to get started, but they don't know as much, we just go, okay, cool. Have a resource go away.
Within the first two, three conversations, three key outcomes happen. Number one, they're super qualified. Like they know a lot about the business and they're really clear on what they want and they're in a good location, which means we ascend to the next station.
Number two, they give us a very low sort of like feedback and they're a bit like wary of what they share. At which point we just kind of like... push back and be like, well, why would you want to do that?
We want to get to the point where they tell us why they should do it, aka they start selling themselves. Or number three is they're really keen to get started or they don't know much. In the latter two scenarios, we usually give them like, you know, nurture assets.
So as an example, if somebody sold on the vehicle, but they're not necessarily going sold on the creator, we give them a story sort of like YouTube video or like PDF guide that gets them to be like, damn. this guy's the shit you know i really want to work with this guy or if they're in a place where they're like oh actually like you know they don't know much too much about the vehicle we give them a very tactical like case study type guy where they're like damn This is actually really cool.
I should be doing that. And then usually within 24 to 48 hours at this point, we kind of follow up for a response. We ask, hey, what value did you get out of it?
Yada, yada, yada. And then from there, we're trying to see, cool, well, what's the game plan? How can we go and actually like, you know, kind of game plan from here?
And then if they have a clear game plan, we're like, cool, well, what if I actually could help you foster with it? And you just gradually work yourself to the point where you can go and pitch them. And then realistically, like at this point, if they're not super clear, you ask for their thoughts, you ask what they like and dislike.
And you simply just have a conversation with them. And it was crazy. Now, if in the first part, somebody's like, hey, I'm super clear on what I want.
I really like this stuff. You just ask them like, cool, what would your next steps look like? Okay, do you feel like you can do this by yourself?
And you just want them to kind of admit that they have some form of pain. Like, I don't know exactly what to do. I don't really know like how to get results myself.
And at this point, you just kind of pitch the program, right? But this is the thing. We qualify based on financials, not by saying, hey.
or programs around 10K. Do you have 10K to invest? It's a dumb way to ask.
What we usually go and do is we just say, hey, you know, it takes roughly X amount of money to go and set up the business. And we just inflate it slightly. Is that something that you have access to in cash?
And when we tell them the business, starting the actual business costs this much, they're like, yeah, I have that much available. Cool. We understand that.
Okay. If we say it costs 10K to start it up, it might take 5K, but we charge, you know, five to 10K and that would be a split pain of itself. Boom.
And so that way we're aware of like, cool, this person definitely has the money. this point we go into the pitch where we actually book him onto the call the most important part though which is most people get that wrong is once people actually are sold on the business model in of itself and they actually walk into the hey i want to go and book up i've booked a call we don't just leave and be right we don't go okay cool you booked a call see ya the most important part of any dm setting conversation is what happens after the call because You don't get paid as a setter for booking a call.
You get paid to generate cash. And so the moment someone books a call, the moment they commit to booking that strategy session, essentially chat to one of our advisors, aka salespeople, that's when the setter's real job begins. We want to make sure we say, cool, I booked in with X, Y, and Z and hype up the closer.
You want them to go and say, hey, here's some of the resources we want you to consume so you know as much as possible. By the way. We want the seller also to go and say, hey, I just looked up one of our successful clients is actually from your area or similar background to yourself.
You should really watch that. You want to make them consume another hour or two hours ideally before the call. So when they show up.
It's not about, is the business model the right one for me? It's about, damn, how can I go and get started? The moment you shift the conversation from a strategy call to see if it's a fit to how can they get started, that's when you make your sales team's life significantly easier.
And so that's exactly what we want to go and actually accomplish here. So with that being said. Concluding the DM setting side, that is the entire funnel from front to end.
From posting content to getting customers. But this is where it just starts. Instead of just blindly hoping that, oh, I get these customers now, cool.
Let me just try and make as much money as possible and like just post as much as possible. You want to be extremely strategic. I kind of look at this like our version of media buying.
If we see that a ad creative, aka an organic piece of content, generates significant lead flow, books significant calls, or generates significant revenue organically only, we want to put that thing on steroids. And the way we do that is through what we call content amplification. Now, just to kind of illustrate the goal of the content funnel and how amplification works, it's extremely simple, right?
Once we understand that we consistently turn viewers into paying customers, what we want to do next is we want to do something extremely simple. We want to now take our best performing content, the content that predictably turns viewers into paying customers, and we want to go and find additional distribution, right? It's exactly the same thing as like, this is a winning ad, let me spend more money on it.
Very simply put, you take the feed piece of content, right this content piece here that you have and what you do is you throw it on what i would call instagram shout outs or instagram collaborations very simply put those are instagram pages okay those are instagram pages that just basically allow you to pay them for additional distribution so as an example you know this is a page that we would use right and you'd pay that page to go and add extra distribution another one would essentially be mindset therapy so as an example they would go and you know charge people for like a paid distribution post let's see if we find one right off the riff they would they would ideally do paid sponsored.
So as an example, they would take an organic piece of content, put it onto here, and they would say, hey, this person has achieved X, Y, and Z, and they post about whatever topic they speak about. Please drop them a follow. And so because they have, you know, 2 million or sorry, 11 million followers at this point, they would go and send people to our actual sort of like, you know, posts.
And they would actually be the ones that go and then drive traffic to our profile, which is how we can actually get more people not only to follow us, but also to reach out. That's only the start. Once you figure that part out, what you can then go and do, especially if you're in a bit more tight niche, you can then use the same piece of content as either a follower ad or a DM ad.
We recently started experimenting, especially with DM ads, where we literally just go and say, oh, this piece of content works well. We're literally just going to add 10 of them into an ad account, two or three ad sets, rip it. And we're roughly getting...
anywhere between $1 and 50, all the way up to like $5 on the high end per inbound DM. And again, those are not just like some random people from a third world non -buyer demographic. We're talking people in the US who basically share the traits of a buyer.
The reason this is so important is because realistically speaking, we know that one in 10, one in 20 conversations, we book onto a call, which means as a result, right? If we understand that, oh, one in 20 customers, we're booking calls from anywhere from $30. all the way up to $100 per call.
And so that in of itself makes it so scalable because if the sales team is complete dog shit, we just need to scale the spend very drastically, which is going to result in us generating significant amounts of new revenue. Again, the point of the amplification sort of scaling component is very simple. What you want to figure out is how can you consistently and predictably get new people into the mix as well as take what's already working and just get the most amount of juice out of it.
If you are aware that, let's say, your story is working well, Why would you try about posting a bunch of stuff? when that's where you can make more money out of.
I'll give you this very good example of Luke Belmar. He started in a different way, but Luke Belmar took this, I studied bro clip and basically just splatted it across all his clipping pages. And you know, the more they posted it, it would consistently go and go viral again.
His problem was he added on clipping pages, which means they had to go and redirect it to his main page. But I took the same principle of saying, Hey, how can I go and take a winning piece of content and maximize the amount of distribution we can get it, which you can get through three page distribution. through ad distribution.
We just want to do it that way where we don't have to create something multiple times. Once we've created it once and we know it's working, we maximize the distribution on it, which again leads me to the last and most important thing, the scoreboard, right? You always wonder to yourself, what is the actual scoreboard?
How do I measure it? And I think a lot of people can't actually get the amount of money out of Instagram that they want because they don't know what to measure. The way we measure the organic efficiency is very simple.
We have three leading and for each leading three lagging indicators, okay? So for us, the way we look - at it, we have three particular scenarios.
Okay, so we have metric number one, we're just going to go and do is live here. We have marketing.
That's one metric that we have, which is a leading. Then we have setting, I guess, which is obviously where we're booking calls, right? And then we have sales.
Now I'm going to just go and show you for marketing. The one indicator that we have is new inbound leads. Okay.
That's like basically just how many new leads is our content generating on a weekly, monthly basis. For setting it's percentage of leads booked. Okay.
So what percentage of new inbound leads are booked onto a sales call? There's a sub version of it, but for now this is a good metric, right?
And then last but not least, what's the collected dollar per book's call? This is probably the only metric that I measure more so than show and close, right? Kudos to Josh Troy from Wires from Strangers since he introduced us to this metric and has been probably the core pillar of how I evaluate sales teams in the past years.
Now, those are what I would call the leading indicators. That's how I figure out if it's a marketing setting or sales problem.
Now, the second thing I would look for is what I would call a lagging indicator. Okay. Now with lagging indicators, what it would essentially go and be is like three sub -segments.
Okay. Now with each sub -segment, again, it's a bit more difficult to go and dissect, but to me, it would essentially go and be, you know, it would be like, how many new followers are we getting? Because if let's say the inbound lead flow is low, we can very simply explain that as, oh, the content hasn't done as well as it should have, which means our new followers been low.
which means we need more followers, right? Because that's how we get more leads. Or if you run ads, you can do your cost per lead.
If your cost per lead is extremely high or last but not least, this is a bit more of a niche one, is like reach. The way I look at it is if my reach is extremely low, my conversion, like I get good follower growth. The lead flow isn't ideal.
And the cost per lead, if I ramp it up, it's okay. The only reason is because I don't reach enough new people. That means I just need to focus on a lot more top of funnel stuff.
So the reason how you know that lead flow is the problem is if you get less than 2 ,000 inbound conversations on a monthly basis. So if you go to ManyChat and you go and filter for new subscribers or new conversations in the last 30 days and it's below 2 ,000, you have a lead problem, not anything else. Maybe you have multiple problems, but that should be the core problem to go and solve.
So the second thing I would then focus on is I would go and check, okay, cool. So we got, we got no. lead problem, which is good, right?
But we might actually have a percentage of book calls problem. With percentage of book calls, again, the reason we don't book a specific number of calls from the leads we get is because either we have really bad response rate, right? So we want to figure out what's the response rate.
Anything below 50 % is pretty bad. The second thing could basically be like, you know, the queue rate. Now that would go and show you.
that if the DQ rate, right, of leads is extremely high, like above 10, 20%, that means the lead quality is pretty bad, which feeds it back into marketing. And then most importantly, what you then want to go figure out the last but not least rate is essentially like speed to lead. This is very simple.
If the response rate is really low, it means the marketing and sales and setting team needs to work together to go and get more percentage of people to respond. This could be because your outreach message is bad, the framing of the resource or like the CTA is bad. The DQ rate in of itself just means bad lead quality, which means it's a marketing problem.
The reason you might not book the percentage of leads that you need is because of your speed to lead. I will say with setting, let's put a response rate aside because we might actually change that. But that's really like a core issue.
We could probably add a fourth sort of like lacking indicator into the mix, which if we added that one in over here, the reason for that one. would essentially go and be question, let's say, throughput. So if you have low throughput, where a lot of, or like we call it the drop -off rate.
So if you have a high drop -off rate of conversations where you're like, damn, it could be that you just simply ask way too many questions. And because you ask too many questions, people drop off. And so at this point, if that's the problem, then you obviously need to go and reduce the number of questions.
Now, last but not least, if I realize the collected dollar per book call is below $1 ,000. Now, there's some sales teams where it's like significantly higher, right? Which obviously is awesome.
But there's some sales teams where the collected dollar per book call is lower than $1 ,000. At this point, what I would go and look for is I would go and look at like three submetrics. The average order value.
I would go and look for the show rate. And then I would go and look at... the close rate it will tell you a very interesting picture very quickly right because what it'll tell you is one of two things if the average order value is extremely low right it means it shows you that the closer just like basically like allows people to split pay or i just does like a bunch of payment plans which is stupid especially when you have a bunch of financing options now second thing you have a low close rate then you know it's a closer issue if you have a show rate issue last but not least you might actually realize that your pre -call process is pretty your closes are not good or the setters are not doing a good job and either or by doing and tracking these metrics you'll be very quickly able and consistently able to go and figure out what are the leading problems aka what's actively like you know which department is holding us back from growth or it'll show you exactly like what's the you know actual story underneath the hub so you know if you just have a bad bad engine on your car you might not know what the reason for it is
as you dig deeper into the lagging indicators, that's when you'll be actually showing you like what's the real problem here. But having those metrics, right, alongside this entire like nine -step plan that I've broken down, you'll be consistently able to not only figure out how to go and like, you know, get more leads, but also how to optimize the entire system.
Because again, you don't want to have a gazillion leads and, you know, make any money out of it. And again, if I talk about the metrics, right, how to go and actually treat those metrics, how to run KPIs, that should show you that the core lesson I want you to take away is that Instagram, I mean, itself should be treated like an in -depth funnel.
It should be treated like an actual marketing channel as opposed to this like magic black box where like, I'm building a personal brand, I'm posting content and making money. Stupid. The more you're capable of actually making those tweaks and treating it like a proper platform, the more you will actually be able to make consistent cashflow and maximize the amount of money you can make.
And again, this is very simple. You measure it, you understand what works and what doesn't, you improve it. And most importantly, this is how you make your business very durable.
If you run a lot of paid ads, right, watching this, this is how you can not only improve your ROAS because this conversion structure will leach off of spillover traffic that doesn't convert, but you'll also get a bunch of ad ideas that you can add into the ad mix, making your ad campaigns more durable and potentially giving you some form of USP.
If you are creating content, this now turns your content of like any 2K rate Hail Mary viral content into a predictable system that allows you to turn viewers. into customers and actually shows you as well of which part of the content funnel you're messing about. Now, look, this pretty much brings it to the end of the video, but I want to give you one last thing.
You can go and build this yourself. You know, you have the entire blueprint laid out in this video and you can piece out some of the stuff together. probably left out here today because we want to have our paying customers have some form of leverage right and you can probably over time piece it together or you might be the person that's like fuck making mistakes fuck wasting time trying to figure this out i just want to go and have this done for me and you know just really go start hitting the road know exactly what to go and say in the dms know exactly what to go and post know exactly how to go and create content that actually attracts people and as well just consistently generate leads within the first 60 30 60 days as opposed to spending 60 days piecing it all together and if that's you again click the link in the description you know We'd love to chat to you and see how we can go make you a fuck ton more money and just see where your business is at and how what we do could potentially help you.
If you want to do that, please click the link below. We're super excited to be chatting with you. And if not, no worries.
I hope the implementation goes well. And most importantly, I hope this video drove some value to you. If it did, please, it would mean the world to me if you just like, subscribe to the channel and share it with a friend who probably has a shitty brand or creates very stupid content or needs to start creating content because he hasn't done it in the first place.
Now, either or. I appreciate you for watching this time for this behemoth of a little training and we'll speak to you soon.
The Hook
The bait, then the rug-pull.
He opens with the number that's supposed to make you keep watching: over $100 million in coaching and info-product sales, generated for more than 30 client accounts, from a content system he says has nothing to do with follower count. What follows is that system laid out pillar by pillar, on a live whiteboard, from the offer to the DM script to the exact metrics that tell you which part of it is broken.
Named ideas worth stealing.
30:30model
The Content Equation
Content is defined as a topic wrapped in a visual format, optimized for a target audience; changing any one of the three variables changes whether the piece converts, independent of view count.
Steal forbriefing or evaluating any piece of content before it gets made
08:03model
Offer Building framework (ICP / USP / Features / Transformation)
- ICP
- USP
- Features
- Transformation
A four-part checklist for defining an offer before building content or ads around it, worked through with a real estate example.
Steal forwriting a sales page or DM pitch script
21:28concept
Top / Middle / Bottom of Funnel content mapping
- Reels (top of funnel, reach)
- Carousels (middle of funnel, education)
- Stories (bottom of funnel, conversion)
Assigns each Instagram content format to a specific funnel stage instead of treating all formats as interchangeable.
Steal forplanning a weekly content mix
37:38concept
The Box System (lead magnet mapping)
Maps a customer's full journey to a result step by step, then gives away the early, lower-friction steps for free as lead magnets while holding back the steps people actually need help executing.
Steal fordeciding what to give away free versus sell
52:15model
Leading and Lagging Indicators (Marketing / Setting / Sales)
- New Inbound Leads
- % of Leads Booked
- Collected Dollar Per Booked Call
Three leading metrics, each owned by a department, with supporting lagging metrics (follower growth, DQ rate, response rate, show rate, close rate, AOV) that isolate exactly which department is underperforming.
Steal forany sales team dashboard
How they asked for the click.
VERBAL ASK
57:30link
“click the link in the description... to book a call with ourselves to go and see if we can go and take over your Instagram and help you go and scale up”
The pitch is delivered twice: once mid-video after the profile section as a soft, framed-as-bonus offer for his agency's done-for-you service, and again at the close paired with a subscribe-and-share ask. Both times he explicitly frames it as optional, positioning the free training as complete on its own.
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
