Big Idea

The argument in one line.

A deliberately boring, single-topic Instagram page converted better than a polished one because every piece of content was built to filter for one narrow buyer and funnel them into a qualifying DM conversation instead of chasing views.

Who This Is For

Read if. Skip if.

READ IF YOU ARE…

You're a coach, consultant, or operator with a specific offer who wants Instagram to produce sales calls, not just followers.
You already have an offer and want a repeatable system for turning content into DM conversations and booked calls.
You're comfortable being camera-shy or unpolished on video and want proof that production value isn't the lever that matters.
You run content or growth for a client and need a concrete funnel structure (content, amplification, lead magnets, DM qualification) to copy.

SKIP IF…

You're chasing follower count or viral reach as the goal itself, not as a path to sales calls.
Your offer doesn't support a high-ticket DM-to-call sales process (this system assumes calls worth well over $1,000 each).

TL;DR

The full version, fast.

A marketing agency turned a vending-machine coach's Instagram into a $300K–$400K-a-month funnel by refusing to chase virality. Every reel, carousel, and story stayed locked to one topic: proving vending machines are a stable, boring investment for people who want financial security, not a flashy lifestyle. Shoutouts and paid collaborations amplified whatever already worked, lead magnets pulled viewers into the DMs, and a qualify-then-book script converted them into calls worth roughly $1,000–$1,500 collected each. The takeaway: optimizing for a small, qualified audience beats optimizing for a large, random one, because narrow content trains the algorithm to keep showing your work to buyers instead of scrollers.

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Chapters

Where the time goes.

00:00 – 00:56

01 · The Boring Instagram Strategy That Prints

Cold open: the presenter's team took a vending-machine coach's Instagram from close to zero to just shy of $400K/mo with no fancy edits, no supercars, none of the usual guru production.

00:56 – 04:54

02 · Mike's Profile Strategy

Every content piece was locked to one objective: sell vending machines as a stable, boring path to financial security. Before the rebuild, the account's followers were mostly fake, visible in absurd like-to-view ratios.

04:54 – 08:38

03 · Why Views Don't Matter

The team optimized for a specific ICP instead of virality: 32 qualified comments from one reel beat 300 comments from a random viral post, and unpolished, phone-shot content built more trust than a professionally edited one.

08:38 – 16:27

04 · The Actual Numbers Behind the Page

The full funnel (content, comment-to-DM trigger, shoutouts/collabs for amplification, DM qualification, sales calls) and the real monthly revenue figures: $314K–$397K a month, roughly 5,700 leads, 350 booked calls, and $1,000–$1,500 collected per call.

16:27 – 17:36

05 · Lead Magnet Strategy

Lead magnets (a YouTube explainer, a PDF guide, a zip-code-based AI tool) exist to get uneducated traffic to consume more proof and enter the DMs, not to replace the pitch.

17:36 – 20:03

06 · DM Setting Strategy

The DM script: gauge interest, assess understanding, expose a knowledge gap, send a resource, then pitch. Setters also follow up after calls are booked, which alone drove an estimated $30K–$40K a month.

20:03 – 26:07

07 · How To Steal This

The brand market fit concept (niche wants ∩ what the creator can offer) and a concrete 30-day content research process: define the ICP, pull hooks from competitors and adjacent niches, set a weekly content mix, and track leads and calls.

Atomic Insights

Lines worth screenshotting.

A $400K-a-month Instagram page ran on deliberately unedited, phone-shot content, because slick production makes viewers feel sold to.
32 comments from one niche-specific reel were treated as more valuable than 300 comments from a viral post, because the 32 already understood the offer.
The team spent roughly $1 to $2 per lead through Instagram shoutouts, versus the $10 to $20 per lead direct-response competitors paid for similar leads.
Every booked sales call collected roughly $1,000 to $1,500 even with a close rate of only 15 to 17%, because the average order value was around $10,000.
The page's follower count sat around 100,000 to 150,000 during its highest-revenue months, far below what most people assume $400K/mo on Instagram requires.
Before the rebuild, the account's follower base was fake: some posts showed 882 likes on only 800 views, a direct sign of bought engagement.
The only real job of every content piece was to drive one action: get a qualified stranger to send an inbound DM.
A lead magnet's purpose wasn't the pitch, it was buying more time for the viewer to consume proof before ever hearing a pitch.
Casual DM follow-ups from the setter after a sales call was already booked generated an estimated $30,000 to $40,000 a month on their own.
Brand market fit means finding the overlap between what a niche's audience already wants and what a specific creator can credibly offer, not copying whatever the loudest account in the niche is doing.
The content research process was mechanical: pull ten hooks from five direct competitors and ten more from five adjacent niches, then filter for what fits the brand.

Takeaway

A boring, ICP-locked funnel beats chasing viral views

WHAT TO LEARN

Optimizing content for a narrow, qualified audience and a DM-based sales process converts better than optimizing for reach, even when the content looks deliberately unremarkable.

02Mike's Profile Strategy

Lock every piece of content to one narrow topic instead of chasing variety, so the whole profile reads as one coherent expert instead of a random feed.
Match the content's emotional register to what the buyer actually wants, like financial stability, instead of a flashy lifestyle they can't relate to.
Bought or fake followers show up in the ratio between likes and views, not the follower count, so audit that ratio before trusting any account's reach.

03Why Views Don't Matter

A handful of comments from people who already understand the offer converts better than hundreds of comments from a viral, unqualified audience.
Deliberately unpolished, phone-shot content builds more trust than a professionally edited video, because polish can read as 'sold to' instead of 'relatable operator.'
Pick a narrower total addressable market on purpose when the per-customer value is high enough to make the smaller audience worth more.

04The Actual Numbers Behind the Page

Track four numbers on any DM-based funnel: cost per lead, percentage of leads booked, show-up and close rate, and collected dollars per booked call.
A funnel can be extremely profitable with a mediocre close rate if the average order value and the collected-dollars-per-call number are both high enough.
Let organic content prove the offer converts before spending on paid amplification like shoutouts and collaborations, not the other way around.

05Lead Magnet Strategy

Use a lead magnet to get uneducated traffic to consume more proof before they see a pitch, not as a way to skip the pitch.

06DM Setting Strategy

Qualify interest before assessing understanding: confirm someone wants the outcome first, then figure out how much they already know.
Build a knowledge gap on purpose by asking small diagnostic questions, then offer the pitch once the person admits they don't know the answer.
A setter's job doesn't end when the call is booked: a casual follow-up message before the call meaningfully lifts show-up and close rates.

07How To Steal This

Find brand market fit by overlaying what your niche already wants against what you personally can credibly offer, not what the loudest account in the niche does.
Pull hooks from both direct competitors and adjacent niches serving the same buyer, so ideas aren't limited to what's already saturated in your own space.
Run any new content system for a full 30 days and track leads and booked calls before deciding whether a topic or format actually works.

Glossary

Terms worth knowing.

ICP (Ideal Customer Profile): The specific type of person a business wants buying, used here to decide which viewers and DMs are worth pursuing versus ignoring.
Brand market fit: The overlap between what a niche's audience already wants to see and what a specific creator can credibly offer, used to decide what content to make.
Cost per lead: How much money it costs, on average, to generate one qualified inbound contact from content or paid amplification.
Cost per booked call: The average amount spent to move one qualified lead all the way to a scheduled sales call.
Collected dollar per booked call: The average cash actually collected for every sales call booked, used as the core profitability metric for a DM-based funnel.
ROAS: Return on ad spend: the ratio of revenue generated back to the amount spent acquiring it.
Lead magnet: A free resource, such as a guide, video, or calculator, offered to pull a viewer into a direct-message conversation.
AOV (average order value): The average dollar amount a customer pays per sale, used here to explain why a lower close rate can still be highly profitable.

Resources

Things they pointed at.

10:56channelJosh Troy / Wires from Strangers

24:24toolManyChat

Quotables

Lines you could clip.

07:05

“Ugly content makes pretty profit.”

short, named principle, stands alone with zero context→ TikTok hook↗ Tweet quote

05:30

“We don't optimize for crazy virality. We optimize for creating content for a very specific ICP.”

the video's core thesis in one sentence→ IG reel cold open↗ Tweet quote

14:26

“For every caller booked, we made $1,000 effectively.”

concrete, punchy number→ newsletter pull-quote↗ Tweet quote

02:39

“882 likes on 800 views, which are all indications that the followers were fake.”

surprising, specific, easy to visualize→ TikTok hook↗ Tweet quote

The Script

Word for word.

Read-along

Don't just watch it. Burn it in.

See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.

This Instagram account makes close to $400 ,000 a month and all the creator talks about is vending machines. And I noticed because my team and I built Mike's entire Instagram system from zero to just shy of $400 ,000 with probably the most boring content imaginable on Instagram.

No fancy animations, no hyper -edited captions like every other guru, no super cars, nothing that every other content guru will tell you you should have. Just a boring system that has not only worked for Mike, but has allowed us to generate over $100 million for more than 30 personal brands in the info coaching space. And I guarantee that you study some of our brands already.

In this video, not only am I going to for the first time really pull back the curtains and show you exactly how we turn Mike into... a creator that shits out tons of qualified leads, but I'm also going to give you quite literally every step you need to actually go and be able to do the same for yourself and level up your content, brand, as well as conversions inside of the DMs.

Now, with that being said, let's go and take a look at Mike's profile. For context, he's a vending machine coaching offer where he helps W2 employees or like nine to fivers to actually start a vending machine business. The offers range anywhere from 6K all the way up to like 15K.

Now, the cool thing about it is this, right? Every single content piece, when you kind of look at it, is optimized around a very simple objective, which is selling people or introducing them to the concept of vending machines, selling them on the fact that vending machine is a great business, explain the actual ins and outs as well as the profitability on it, and ultimately creating proof that it's a real business, right?

Again, showing it as a viable business option, showing Mike actually operating the vending machine business, creating financial comparisons to other ventures that people might consider. Everything and anything visually, as well as like contextually and topic -wise is... optimized around vending machines.

Because very importantly, we realized that people who buy from Mike, they don't give a shit about having like a flashy lifestyle. They don't care about like, you know, popping bottles, like going to Miami. They care about having financial stability for their lives.

And they just wanted to make some extra money. They want to be smart investors. And so we literally didn't try to reinvent the wheel.

We literally just tapped into that in the most simple way possible, right? And obviously you can see kind of changes as we stopped working with him, which is why outside of... posting content the engagement's fairly down but again i want to show you what happened before we jumped on in the first place right before we jumped on you know mike just had the second page where he was just posting like you know random videos he was doing like these like cut out videos from podcasts and what you might think is like yeah the views look really good you know he had great views he had a bunch of followers problem is all of his followers were fake right if you look at the nuanced intricacies you can see he had 400 likes on 2000 views 600 likes on 1700 views or 500 882 likes on 800 views, which are all indications that the followers were fake.

And the only way he was actually making any form of money was by going into competitors' comment sections and DMing the people that were messaging his competitor. So when we came up with Mike, we were like, hey, look, we're going to go craft a very concise strategy around your actual business model of, you know, being smart, being a savvy investor, and, you know, more simply than not, just making you a niche authority and leveraging that to generate sales.

To summarize this, the content strategy was extremely simple, right? We would have reels like this that are maybe slightly top of the funnel.

This led us to gain awareness of how we replaced it and give it step -by -step breakdown. So B -roll based reels, you know, we had actual carousel posts and then here and there, a few tweets or just one slider reels, right? Where we'd go and give tactical investment -based information.

The premise of it was this. Mike wasn't an entrepreneur that was like, hey, I want to be an influencer. He was an actual operator.

He didn't want to be in front of the camera as much as he, you know, as other people would like to. He was like, I just want to operate. I want to sh**.

them how I actually run my vending machine business. And I want to leverage that to go and drive sales, which is exactly what we executed through a mixture of the B -roll based reels, as well as text based carousels. And so at the end of this with the content side, what we would do once we get views, right, we would go and comment the word training.

And then if a post would work extremely well, what we then would go and do as a very simple touch up would be we would boost it through, you know, Instagram shout outs. As an example, this could be one, right, where you have someone that says, hey, you know, Americans are now legally reducing taxes by placing vending machine.

Boom, boom, boom. And basically just paying for additional distribution. This is a very simple system.

Post content on the feed, right? Get people into the mix, then actually nurture them up through carousels, use shout outs to get more followers in, and then push them into the DMs where they're being converted into paying customers. Now, the reason we chose to do it is because vending machines as a business are extremely boring compared to most what gets pushed in to make money on LiveSpace.

And so by showing the more numerical and tactical side, we were able to kind of carve out a little niche competition advantage because we've... felt that, hey, it's actually worthwhile highlighting that. And so contrasting that to what he was doing beforehand, right?

Just kind of posting random YouTube clips out, podcasts. It changed everything. Once we started giving every single piece a job, a clear purpose and intention, the profile became a super dialed in marketing system, which brings us to the part most people get wrong when they look at pages like this, the views, right?

If we go back to Mike's content, like sure, you go and see that like, you know, there's some page of 2000 likes, but again, he now has 300 ,000 followers at the time of... to work with us, he had less than, you know, 100 by the time we started. But very simply put, if you look through the performance in of itself, right?

You see a post of 600 likes, you see 184 likes, you see 100 likes. Not every content is viral. Maybe this is one of the only viral posts there is in a while, right?

But still, he's making more money than most people with a million followers. Because the thing is, we don't optimize for like crazy virality. We optimize for creating content for a very specific ICP.

and making sure the right people see it and the right people actually engage with us in the one way that we really care about, sending us an inbound DM. To share that, let me give you a good example, right? We have this reel here, mistakes to avoid when buying your first vending machine.

Again, we do the this, whatever. Off of that, we've gotten 32 inbound leads. They're like comments that want to learn more, right?

The biggest thing is this, those 32 individuals are probably more valuable than 300 leads from like a random post because those people, they care enough to watch content on mistakes to build a vending machine business, which means... those individuals know what a vending machine is and know why it might be a good one. They want to learn the nuance.

Those are the hottest leads that you could probably have. And so essentially what we really want to focus on across the board is making sure that, yes, we want to go and get views. We wouldn't mind going what I would call niche viral.

What we want to do is we want to get the right kind of people engaging with us because on the front end, yes, we could go viral and we could get a bunch of impressions. But more importantly, because we're so dialed in on the ICP based messaging, we're able to actually speak to those kind of people. but also train the algorithm on only showing our content primarily to those kind of people, which means when we go viral, the, you know, 100 ,000, 300 ,000 people that view it, they're actually the kinds of people that we want to sell to as opposed to a bunch of randos.

And the last thing I want to note, especially on a video like this that actually generates money, it just looks super normal. It looks like the actual operator, aka Mike, has done it, right? And that's why it works because exactly when you see a content that's been professionally edited, whatever, you can't really relate to that person.

Right? You think that, wow, this person has a whole editing team. They must be this big operation.

And subconsciously, you feel sold to. Whereas this video, no disrespect to our editing team, isn't particularly sexy edited. It looks like somebody's made it on an iPhone, which it is.

And the preface for it is because there's a principle called ugly content makes pretty profit, right? Which is, again, videos like this will make a fuck ton of profit. But also, why we are not chasing, you know, millions of views every single time?

Because we care about how many qualified people see the content and how many of them ultimately move into... the DMs. So as an example, right, we understand how big the total restful market is.

As an example, if we make content for a VC backed founder, then if we're trying to make broad money content for teenagers, teaching them how to use a credit card, because the audience is smaller or more niche, that means we make more niche content and we're okay with that because we know the money per viewer is significantly higher.

So for me, I take a post that reaches the right people over a viral post that reaches randoms. And that exact principle is why the next thing I want to show you is really sort of the math. behind this entire page.

But before we get into numbers, just a quick little disclaimer, right? If you're already making a bunch of money, your ads are ripping or your content's already giving you a bunch of leads and you'd rather have this built for you instead of reverse engineering it from this video, then the first link in the description gives you a short, quick video that allows you to go and book a call with my team.

On that call, we'll basically just look at what you're posting or why you're not posting in the first place and show you some of the gaps that you're currently experiencing and how it would actually look if you leveraged our system and how we can support you in actually doing this. a fit. Calls 100 % free.

In the worst case, you actually walk away with an actual game plan. So if you want to do that, great. If not, let's get back to it.

Now to go and show you the math behind Mike's 400K month, I want to start by showing you the actual funnel. Because I think the biggest thing is when you can understand the funnel or the psychology behind how we got it, then the numbers will start to make sense to you. Otherwise, I'm just flexing you for no reason.

And that's not my intention here, right? So very simply put, it all starts with content. I just broke down to the exact content system of like how many times we would post.

which is once a day. And I showed you exactly what we would post, right? And so in between having five to seven feed posts a day and three to five story sequences a week, we would essentially just go get a bunch of profile visits, right?

People actually visiting our profile. Those people would eventually turn into inbound DMs where they would say, I want a lead magnet or I'm actually just ready to go work with you guys, right? And from there, they would essentially hit the lead magnet and in some way enter a DM conversation, right?

From the DM conversation, we would essentially just qualify them, right? Then if they were qualified, they get booked on a call. And from there, very much just go through our sales process.

I'm not going to go too deep into that in this video. And eventually they turn to a sale. If they appear as unqualified instead of the DMs, we would go and try to pitch them into a low ticket course, right?

And from there, they go into an upsell call to go make sure we actually get as much money out of the lead as we could, right? And make sure we onboard the client into our highest ticket program they can afford. This is the funnel.

From there, once we understand we have the validation of, hey, the organic content is converting, we would go and spend a lot of money on actually like paid amplification. distribution. For us, primarily we'd use collaborations, aka theme pages or some other small creators that would collaborate on a well -performing piece of content to give us additional distribution and views onto that content piece, which ultimately turns to leads.

And number two, shout outs, simply put, we would pay those same theme pages just to post our content piece as a standalone advertorial on their Instagram posts and direct all the traffic to our profile. This is really how we got a lot more profile visits and followers, right? But also through optimized profile by...

we would go and get a bunch of inbound leads. Further on, which we never got to, we could have done stuff like DM ads or follower ads to really just take high -performing content to the next level. But generally speaking, this is the entire format.

Content to go and get views and leads, shoutouts and collabs to amplify the effect of best performing content, ultimately lead generation where we drive everyone into the DMs, and then last but not least, having a good DM conversation to nurture them up and book them onto a sales call. Let me actually go and show you the numbers because more importantly, you probably don't believe me.

Now, with that being said, shout out to josh troy from wires from strangers they've done such a good job documenting the data because they were running the sales team so yeah shout out to him essentially as you can see here this was in april we did around 314k attributed now after some of the website sales were re -attributed due to bad tracking as you can see here this is may payout for us as a profit share of company by basically it shows that essentially here 397k in sales for mike hoffman which that's pretty awesome right if we look through june payout so that's sales, just to be quite blunt with you, we had 383K.

And then obviously July, which is a June sales, right? We would go and have 339K. So very consistent, the over 300K, sometimes just shy of 400K, which again, just to kind of cross -reference this to you as well, you see the May sales, you know, they're like 327K, right?

Then here to June sales, you know, 365K. Again, very, very consistent, right? Fairly, fairly high as well of like what is actually like possible here, 332.

So we drove like, you know, more than... of the actual volume of that entire business, which it was pretty cool to see. Last but not least, like I would love to be able to show you some actual call data, but don't really have it.

But as a rough estimate, since this data sheet is not very accurate, in the month of April, where we did 397K, we booked 350 calls. We also had a total of 5 ,700 opt -ins. So that's 5 ,700 responded leads, aka people on Manichat that would reach out from the content.

So 5 ,700 leads from our content. which then turned into, you know, 350 sales calls. So roughly, I would say between seven to 8 % of leads were booked onto a sales call, which is pretty decent.

And then off of that, we generated close to $400 ,000 in sales, which it tells you a few things, right? What we could have optimized in that particular sentence is what percentage of leads were booked onto a call, right? That could have been improved massively, number one.

Number two, I think what it shows that we had extremely good sales team, because again, out of 350 calls making 400K, it means we made right around like one. 1 .3, 1 .5K in cash collected per book call, which I think personally is pretty damn fantastic. And so that kind of gives you a realm, right?

Generally speaking, I want to have between five to 10 % of new leads booked into calls. And on top of that, what I would want to go and see is I want to go and see sales team collect well over a thousand dollars per call. And so that in of itself should give you a really good overview of like how that looks like from a cash perspective and kind of prove to you this shit actually works.

Now let's look at what's actually happening behind the page. As an example, when it comes to the content and the whole leads, right?

On a weekly basis, we would post between five to seven times on the feed, which was a mixture of the B -roll reels that I showed you, as well as the carousel. On top of that, we had three to five story sequences go live. And then last but not least, we would spend anywhere between $1 ,000 to $2 ,000 a week on Instagram shoutouts, but on average, 100 to 300 plus leads in a single day.

And then on the back tail of that, what would happen is the sales team, or the setter team more so specifically, would book in anywhere between 6 % to 8%. At the highest, they were booking 12%. Someone said like 3 % or 4 % where they were...

struggling a bit more, that would then over a month to month basis help us consistently book between 300 to at a high around 500 plus sales calls. The best thing about the whole system was because in the DMs, we actually were nurturing those people in extreme depth. We would get anywhere between 65 to 70 % of people showing up with some sales reps that were extremely dialed in having individual show rates of 85 % plus.

Now with that particular sales team that we had, they would push most people into the highest ticket show rate. So the close rate was around 15 to... 17%, which might not appear to be the best, but because our average order value was roughly around $10 ,000, the amount of sales that we were actually making was extremely lucrative, which means the close rate didn't matter as much because we had a well over $1 ,000 collected dollar per booked call, aka for every caller booked, we made $1 ,000 effectively.

And so rough around the edges, you know, give or take the call volume, we would get around 40 to 50 sales, which obviously resulted in that infamous number of just around 350 to 400K. Now if you're response marketing you understand how difficult it is to achieve those numbers because just on the leads alone people spend between 10 to 20 dollars for those leads whereas for us we would go and spend rough around a dollar to two dollars for the exact same leads and convert them at an extremely low not only cost per book call but also collected dollars per book call which means the ROAS was absolutely astronomical now if you want to translate that into yourself right if you start to run up content what do you want to understand from a funnel metrics perspective is a few things you want to understand how many leads you're getting in the response rate of those leads?

What percentage of the leads actually book? When you book a call, obviously the typical show rate and close rate, but also what's the average order value? Because all that combined allows you to calculate your cost per lead, how much it costs you to get an inbound lead, your cost per book call, how much you actually spend to acquire a call, your collected dollar per book call, right?

Which shows you how much money you make for every call that's being booked. And that kind of gives you a row as well, which is pretty damn amazing, right? Now, the best part about it with all of those metrics is that even though Mike now has well over 300 ,000 followers, at the time he just had between 100 to 150 000 plus followers which is very remarkable given how much money he was making the only reason he was able to do those numbers very consistently is because there's a system behind the content right the reels that i've alluded to they're just meant to like attract people create awareness of who mike is and what he does the carousel they handle the deeper teachings and ultimately put the story is what turns fans into high intent leads the same way we then use lead magnets to go and get people into the dms from our content and then from there that organic system as i've alluded to, we then take shout outs or collaborations to really go and scale up the actual thing.

Now, one part that kind of goes unspoken about in his entire system are lead magnets, right? Whenever we have traffic, whether that be from reels, whether that be from stories, whether that would be from carousels, what we would understand is that especially from reels, people would be very uneducated and unaware. And so instead of hard pitching them like, hey, DM me this keyword, we would just want them to consume more information.

So if we would make a video where we would introduce the concept of vending machines, we would just go and say, hey, comment this keyword and I'll send you a free. guide on how to start your vending machine business right we would have tools such as a youtube video explaining the whole concept a pdf document showing how it works or an ai lead magnet where people could add in their zip code and then from there what realistically would happen is they would go and opt in right kind of give in their zip code and they would show how many good locations there were all that had one purpose number one we wanted to get them into the dms which was their ultimate purpose but second of all they consume more content and get more sold on not only the vehicle in of itself but on mike being the actual creator that they can trust because if you create good content and you have valuable resource to back it up with, people trust you at an extreme level.

If you do your job with the lead magnets, the content, the shout outs, you should get a significant amount of volumes and leads inside of your DMs. And what you do there is super important. What we would do with Mike in particular is very simply put, we would just check people and gauge their interest in the actual business model.

So as an example, having some DMs here, right? They would message us the word vending and we would say, hey, are you looking to start a vending round? Just making sure we confirm the interest.

Yep. Would like more information. Awesome.

Well, you know, where do you want to go? started we would want to get the zip code allows us to kind of disqualify and i think some states had restrictions and so essentially that would just kind of allow us like to kind of gauge where they wanted to start it at right then what we would go and do is we would ask hey how familiar are you with the entire business now again this is a key point if they say yes very familiar they can articulate it great we progress if they say not too familiar then we can go and say hey here's a resource for you to go and watch let's go and actually run it right so as an example hey what kind of locations well not found any high traffic areas yet.

Well, sweet, that makes a ton of sense, right? And then if they tell us where they're from, we can go and show, hey, there's really good ones out there. We're just building a bunch of value.

The goal here isn't just to ask two, three questions, boom, book them on a call. It's to actually create genuine rapport because again, they're getting sold on Mike, the individual, as opposed to just some random system, right? And so realistically, you know, basically what we go and do is we ask small questions if they don't give us insufficient resource, like do you know how to do proper market?

And based on that, we find gaps. in their knowledge or in their process where they're like, actually, I don't really know, which that's our opening that we kind of look for to kind of drop a pitch like, hey, we can actually go and help, right? So realistically put, we want to go and make sure we gauge interest, like if they're actually interested, and then we actually want to assess their understanding, right?

It's kind of the second step. And from there, we send the resource, right, which we follow up with then after a few days, you know, and then from there, we figure out that we almost do like a free game plan with them, the DMs. And then when they have a clear gap in the game plan, which we know they will have, we actually go and pitch the program.

And from there, they can actually go and book in and kind of drive the conversions, which is exactly what I kind of like about this entire space. Now, again, the setter's job is to nurture people, qualify them basically on finances, as well as on the location, because that matters to us. And then really book them in, keep them warm and make sure they actually show up.

But the setters have a second function that's extremely important, which is how we've been able to make as much money. After every single sales call, because the setters knew who had a call, they would follow up, Harnish is obviously Mike, in the DMs say, hey, how to call with XYZ closer name. go.

And because they're actually able to go and do and follow up, they can have these conversations like a very laid back, chill environment, which is how I've been able to push a bunch of deals through the line. I would say 30 to 40K in monthly sales came from those simple follow -up messages where people then would feed back to the closer and say, hey, I'm actually good to go, right?

Now that in and of itself is the entire system behind my page. The part I'd pay most attention to is what we did before the whole system got rolled out or any content was made. I call this the brand market fit.

Most businesses, they spend tons of time to go and figure out their product market fit. But when it comes to creating content, no business owner ever wonders whether their brand market fit, aka do people actually want content about this topic or what kind of content are they already watching that I can go and serve them, right?

So here's how we achieve that. When we think about actually coming up with ideas, we actually did a deep dive in not only Mike's vending niche, such as vending machines, but also the Jason niches, Airbnb, Section 8, laundromats, etc. And what we would figure out is what are objections people are having?

What are common misconceptions? What are frequently asked questions, what are just tactical nuances that they don't understand, right?

Second of all, we go and look at, you know, some of these other people like real estate, traditional investing, et cetera. And we try to figure out what's the problem people have with those ones that vending actually solves. What are the direct comparisons that they actually sell?

And last but not least, we try to figure out what are some of the beliefs that the ICP might have, or what are some of the things that they might actually struggle with? And once we actually complete all of that, what we're then gonna go into is the actual brand market fit. Once we understand what the niche was, and what the niche craves, we didn't figure out what can the creator offer?

So we kind of create that intersection of what does the niche want and what can we actually offer them? So as an example, if, you know, everyone in the niche wanted to have a Lambo and a bunch of like day dates, like bust down Cartier watches, that wouldn't have worked because quite frankly, that's not Mike's style. But we understood that his audience wanted to have real authentic sort of operator information and they just wanted to have family and freedom, which is exactly what Mike was about.

We were able to go and take what he was doing and his personality, mix that with... the actual desire that the niche had. And boom, we were actually going to achieve brand market fit.

And once we have brand market fit, it actually makes ideating content extremely simple. We can do competitor research, we can just scroll the feed and we can find viral content. And then we just overlaid our brand market fit to go and figure out, hey, is this actually in line with the formats and topics that we want to make content around?

And second of all, if not, why not, right? Or we could go and say, this doesn't align, but if we tweaked it, here's how it could, right? And the second question off of that is, if we had a topic that matched, the question would be how How could we make this unique?

How could we add a unique twist into this that would make it stand out from the rest? To give you a good example, we actually came up with this principle here, right? We realized that people want to see the in the weeds and they were very analytical.

And so we realized that a lot of people that show up to sales calls, they would actually want to go and kind of get some insights. And so they're very analytical. So we did this whole breakdown of an Airbnb versus a vending machine.

And it just shows that the cash on cash return, as well as the cash flow on like piss poor, like little 7K vending machine was significantly better than on a mass. Airbnb. And so that in of itself would spark a lot of like good conversations because people that came in, they already knew that nuanced investor questions were actually very advantageous.

And so this is just one of the examples of how we used the brand market fit to then come up with unique content pieces. Now, if I broke this down, you probably think, well, that's great. I'm glad Mike has product market fit or brand market fit, but what about myself?

Now let's make this whole thing practical. Number one, write down exactly who you're trying to reach in one simple sentence. Okay.

This could be your exact ICP, the problem they're facing, et cetera. Number two, find out who they currently follow and find five to 10 accounts, okay? Number three, you want to spend an hour pulling 10 hooks from each of those accounts and then find another 10 hooks from adjacent niches, okay?

So as an example, if I was in the Airbnb space, right? I would find a bunch of big Airbnb players. And then for each of those players, let's make it five, I would go and find five to 10 different pieces of content that are already popping off.

Topics, hooks, you name it. Then I would go into the section eight, the vending machine, or some random other space that's kind of related to... my ICP's desire and go and find five creators.

In total, you should be able to go and find anywhere between like 40 to 50 plus ideas and hooks that you can actually go and copy. From there, you want to go match them up with your brand. What feels congruent?

What feels incongruent? And off of that, you should find 10 to 20 plus content pieces. From there, the process is extremely simple.

You want to decide on a weekly mix of feed content between reels as well as carousels. And then on top of that, also find some story sequences that you can sprinkle in three to five times a week. Now, every single week, you're going to find two reels and one or two carousels that you can tie to a CTA and attach to one or two different lead magnet.

The goal is that at the end of the reel, you either get them to comment or to DM you directly in order to have a Managed Chat Automation fire them a message and send them the lead magnet, which is how you start the conversion process. And now for the next 30 days, you repeat that system. And all you want to do is you want to track the leads as well as the booked calls for those 30 days.

So you know exactly which content brings in qualified leads, which one doesn't. So after 30 days, you should have actual data on like, hey, from that research, which topics resonate, which ones don't.

If you repeat that one or two more times, you should actually have brand market fit where you now understand what parts of your story resonates with the market and what the market's needs wants and how you can actually fulfill that using your story, your experience, your personality in of itself. And the best part is the more you do these audits, the more you know exactly what you need to do in order to not only convert people, but also consistently bring in the right kinds of people.

Now, you could follow everything I just told you to do and probably get to a hundred grand a month. or just consistently get high ticket clients. Again, I can't make any form of income claims or promises to you because I don't know who the fuck you are, but I swear by this exact system, which is why I'm so confident in making that claim.

But if you want to quantumly pass 200, 300K and even potentially a million dollars a month, you're going to need to know what to do after someone is actually interested in your content. You need someone in the DMs. You need to understand what your best performing content piece is.

You need to know how to actually scale the living shit out of your leaf flow using shout outs, collabs, DM ads, the whole night. yards and that might be tough so lucky for you i created an entire video going over the exact dm system so you can click here on the screen to go and watch it but if you'd rather not just build all of that on your own or you know figure it out through watching a bunch of content it's quite cumbersome to be quite frank then you can just click the link below and you know book a team call of our team we'll show you the whole system we'll show you how it could fit into your business and how it would impact your current business in a probably positive way and if it's a good fit might be able to work together if not as i mentioned previously you walk away with an action plan So with that being said, I appreciate your time.

Like, subscribe if you haven't already, or click the link below, and I'll see you in the next video.

The Hook

The bait, then the rug-pull.

A vending-machine coach turned an account nobody would call exciting into a $400,000-a-month lead machine, and the agency behind it says the whole game was refusing to be interesting.

Frameworks

Named ideas worth stealing.

04:06model

The 5-Part Content-to-Cash Funnel

Feed content (reels + carousels)
Comment-to-DM trigger keyword
Shoutouts & collaborations (paid amplification)
Lead magnet nurture
DM qualification into a booked call

The full path the team built: post content daily, trigger a DM off a comment keyword, pay small theme pages to amplify whatever's working, warm leads up with a lead magnet, then qualify and book them in the DMs.

Steal forany personal brand or coach selling through Instagram DMs

17:45list

The DM Qualification Script

Confirm interest in the outcome
Get their zip code / starting point
Assess how familiar they already are with the model
Expose a gap in their knowledge or plan
Send a resource and follow up days later
Pitch the program once the gap is clear

A sequence designed to build genuine rapport before pitching, so the prospect feels sold on the operator, not on a canned script.

Steal forany high-ticket offer sold through direct messages

20:11concept

Brand Market Fit

The intersection of what a niche's audience already wants to see and what a specific creator can credibly offer, used instead of copying the loudest accounts in the niche.

Steal fordeciding what content to make for any new or existing personal brand

23:06list

The 30-Day Content Research Process

Write your ICP and their problem in one sentence
Find 5-10 accounts that ICP already follows
Pull 10 hooks from each account plus 10 from adjacent niches
Match hooks against what's congruent with your brand
Set a weekly mix of reels, carousels, and stories tied to a lead magnet
Run it for 30 days and track leads and booked calls before judging results

A mechanical, repeatable way to generate 40-50+ content ideas and validate which topics actually produce leads.

Steal forbuilding a content calendar or swipe file from scratch

CTA Breakdown

How they asked for the click.

VERBAL ASK

25:32link

“click the link below and book a team call of our team”

Framed as a free game-plan call rather than a pitch, and repeated twice: once as a mid-video disclaimer for people already running ads, again in the outro.

FROM THE DESCRIPTION

PRIMARY CTAWhere the creator wants you to go next.