26:07Jeremy Moser · Tutorial
This Instagram Strategy Is Boring, But It Makes $400K/mo
How a marketing agency turned a vending-machine coach's deliberately unremarkable Instagram page into a $300K–$400K-a-month DM funnel.
September 11thThe argument in one line.
Instagram carousels convert better than Reels because they sit in the middle of the funnel, get shown mostly to existing followers, and force readers to swipe with intent rather than passively watch.
Read if. Skip if.
READ IF YOU ARE…
- A coach, consultant, or info-product seller with an existing Instagram following who wants a system for turning followers into high-intent leads.
- Someone posting Reels consistently but seeing views that don't translate into DMs or booked calls.
- A creator willing to spend two to three hours writing one post instead of chasing quick trends.
SKIP IF…
- You have no existing audience yet. Carousels are described here as a middle-of-funnel tool that depends on followers who already know you.
- You want a fully automated, AI-written content system. The video is explicit that handing this off to AI kills the format.
The full version, fast.
Instagram carousels outperform Reels for lead generation because of where they sit in the funnel: Reels reach strangers, but carousels get pushed mostly to existing followers first and only spread further once a large share of them engage. Every high-converting carousel follows the same four-part skeleton: a hook that opens a curiosity loop, an optional context slide that kills objections, a body that deliberately delays the payoff slide by slide, and a closing CTA (either a comment-based lead magnet for volume, or a direct-response DM ask for higher intent). Post one a week for 30 days, then double down on what works and ramp to two a week, and pair winning posts with paid theme-page collaborations to extend their reach.
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00:00 – 02:50
01 · Cold open: the $100M carousel claim
Jeremy opens with the results claim: one carousel post generated 5,000 inbound leads in 72 hours, and across clients the format has produced over $100 million in coaching sales in 37 niches. He frames carousels as deceptively easy to copy and promises the full structure.
02:50 – 06:57
02 · Why ugly slides beat polished ones
He explains why carousels intentionally look unpolished: heavy editing filters for creators and editors, not buyers. He introduces the two carousel styles his team uses, the Twitter-thread carousel (screenshotted tweets) and the B-roll-plus-text carousel, and why the raw look reads as more trustworthy to high-ticket buyers.
06:57 – 08:50
03 · Where carousels sit in the content funnel
He maps carousels onto a three-stage content funnel: Reels bring in strangers and handle baseline education, carousels sit in the middle and get pushed mainly to existing followers first, and Stories and DMs are the bottom-of-funnel conversion layer.
08:50 – 11:38
04 · Three reasons carousels out-convert Reels
Three reasons carousels convert better than Reels: distribution favors people who already know you, swiping is a more intentional action than passively watching, and finishing a carousel leaves the reader with a feeling of having learned something, which primes them for the CTA.
11:38 – 17:44
05 · The four-part carousel skeleton
The four-part skeleton every carousel reuses: a hook slide that opens a curiosity loop, an optional context slide that pre-empts objections, a body that deliberately delays the payoff slide by slide (the pressure-interest analogy), and worked examples pulled from real client carousels.
17:44 – 22:47
06 · The two carousel CTAs
Two ways to close a carousel: the comment CTA, a lead-magnet ask that drives higher quantity and lower intent, and the direct-response DM CTA, which drives lower quantity but much higher intent, with guidance on when to use each.
22:47 – 25:34
07 · Three angles that work in any niche
Three content angles that work in any niche: story or transformation, new opportunity (tying content to a timely event like new legislation or AI), and the tactical listicle, plus a bonus fourth angle, the client case study reframed as the client's hero journey instead of the creator's.
25:34 – 29:15
08 · The carousels that make nothing
Three carousel types that look similar on the grid but generate no leads: AI-avatar motivational slop, unstrategic picture dumps, and over-designed graphic carousels that read as corporate rather than personal.
29:15 – 33:31
09 · The 90-day rollout and paid distribution
A 90-day posting plan, one carousel a week for 30 days, then ramping to two or three a week by day 60, along with the surrounding content mix (Reels for reach and nurture, carousels for conversion, Stories for DM liquidation) and the paid distribution layer: theme-page collaborations and boosted posts that turn one winning organic carousel into weeks of leads at roughly $1.50 each.
33:31 – 36:52
10 · The part that isn't simple
He closes by naming the actual hard part: ideation and iteration take his team hours to days per carousel, AI-written carousels read as AI and kill conversion, and the most common copy mistakes are vague writing and cramming too many ideas into one slide.
Lines worth screenshotting.
- Instagram carousels sit in the middle of the content funnel: Reels attract strangers, carousels nurture and convert existing followers, and Stories and DMs close the loop.
- A carousel only reaches non-followers after a large share of a creator's existing followers engage with it first, which is part of why it converts better than a Reel aimed at strangers.
- Swiping through a carousel is a more deliberate action than watching a Reel, so a reader who swipes ten to twenty times is measurably more likely to act on the closing call to action.
- Heavily edited, jump-cut-heavy video filters for an audience of creators and editors, not the higher-income buyers who actually pay for coaching and services.
- The two highest-converting carousel formats are the screenshotted Twitter-thread carousel and the picture-plus-text B-roll carousel, both because they read as unpolished and personally made.
- A carousel body should delay the payoff slide by slide instead of answering the hook early, since closing the curiosity loop too soon removes the reason to keep swiping.
- A comment-based call to action produces more leads at lower intent. A direct-response DM call to action produces fewer leads at much higher intent.
- Paying niche theme pages with 500,000 to 2 million followers to collaborate on a winning carousel can turn one organic post into weeks of additional qualified leads at roughly $1.50 per lead.
- AI-avatar 'motivational slop' carousels tend to attract lower-income, lower-intent followers, which can quietly train the algorithm to keep showing an account to more of that same audience.
- Handing carousel writing entirely to an AI tool produces copy that reads as AI-written, which readers can detect, and that recognition kills conversion.
- A realistic carousel posting cadence ramps from one per week in month one to two per week by day sixty, giving roughly 30 days of data before doubling down on what's working.
- The single biggest carousel-copy mistake is being vague enough that any competitor in the same industry could have written the same slide.
The four-part structure behind high-converting carousels
WHAT TO LEARN
A carousel converts because of where it sits in the funnel and how it's structured, not because of production value: the hook, context, delayed-payoff body, and CTA do all the work.
01Cold open: the $100M carousel claim
- Large, specific numbers in an opening claim, like a lead count, a dollar figure, or a time window, work better than vague claims because they're falsifiable and therefore more believable.
- A format that looks simple to copy but is hard to execute well filters out casual competitors. The perceived ease is exactly what makes people copy it badly and give up.
02Why ugly slides beat polished ones
- Polish signals a post was made by a team, and for an audience that only cares whether the advice works, that polish can actively reduce trust rather than build it.
- Heavy production filters your audience for viewers who care how something was made, not viewers who care whether it works, so matching format to buyer sophistication matters more than production value.
03Where carousels sit in the content funnel
- Match content format to funnel stage: awareness content earns strangers' attention, nurture content deepens existing relationships, and neither should try to do the other's job.
- Content shown primarily to people who already know you can afford to be more specific and tactical than content aimed at total strangers.
04Three reasons carousels out-convert Reels
- A format that requires more active effort from the reader, like multiple deliberate swipes instead of passive scrolling, creates more psychological investment and a higher chance they'll act afterward.
- Ending on a feeling of accomplishment or insight primes a reader to respond positively to whatever is asked of them next.
05The four-part carousel skeleton
- Open a curiosity loop early and resist closing it until near the end. Answering the hook too soon removes the reason to keep reading.
- Address the reader's obvious skepticism directly instead of ignoring it. Naming the objection out loud usually defuses it faster than avoiding it.
- Build any persuasive piece as a chain where each section's only job is to earn attention for the next one, the same logic used in email copywriting.
06The two carousel CTAs
- A softer, curiosity-based call to action generates more volume at lower intent. A direct, specific call to action generates less volume but far higher intent, so pick based on whether you need quantity or quality.
- The entire piece of content exists to earn the right to ask for the CTA, so a weak hook and body mean almost nobody survives to see the ask at all.
07Three angles that work in any niche
- Three reliable content angles work in any niche: a personal before-and-after transformation, a timely new opportunity tied to a real external event, and a tactical list of steps or tools.
- A case study lands harder when it's framed as the client's hero journey rather than the creator's accomplishment. Readers trust a peer's transformation more than a vendor's claim.
08The carousels that make nothing
- Content that attracts a low-intent, low-budget audience can quietly train the algorithm to keep showing your account to more of that same audience, hurting reach to real buyers over time.
- Not every content type needs a sales objective. Relationship-building content, like life updates or behind-the-scenes, can be valuable without ever being expected to convert.
09The 90-day rollout and paid distribution
- Give any new content format about 30 days before judging it. That's the minimum window to gather enough data on what's actually working.
- Once organic performance validates a piece of content, targeted paid distribution, whether platform ads or paying adjacent audiences for reach, can extend its life for weeks instead of chasing a new hit every few days.
10The part that isn't simple
- The mechanical structure of a format is the easy part to learn. The hard part is consistently generating ideas worth executing and editing them until they're sharp.
- Fully automated AI-generated copy is detectable to readers and tends to underperform precisely because it reads as generic. The editing and specificity still have to come from a person.
- The most common writing mistake is being generic enough that a competitor could have posted the same words. Specificity to one person's actual process is what makes copy convert.
Terms worth knowing.
- Carousel
- A multi-slide Instagram post the viewer swipes through, used here as a mid-funnel format that nurtures existing followers and closes with a call to action.
- Theme page
- A large niche-specific Instagram account, often 500K to 2M+ followers, paid to be added as a collaborator on a post so its own audience sees that post too.
- Comment CTA
- A call to action that asks readers to comment a keyword to receive a lead magnet by DM. Produces more leads at lower average intent.
- Direct-response CTA
- A call to action that asks readers to DM a specific word to start a sales conversation directly. Produces fewer leads but much higher intent.
- Content funnel
- The three-stage path this video describes: Reels for top-of-funnel reach, carousels for middle-of-funnel nurture and conversion, Stories and DMs for bottom-of-funnel closing.
Things they pointed at.
Lines you could clip.
01:30
“which is my kind of nice way of saying that I know what the fuck I'm talking about and this shit actually works.”
03:10
“Most creators and business owners get one thing wrong about carousels, and it's that fancy editing doesn't make you money. It just changes who follows you.”
03:50
“Ugly slides make pretty profits.”
15:50
“If you get someone's attention and then on slide three out of ten you're already giving them everything they want to know, it actually kills off their retention.”
22:30
“Without a good CTA, you're not making any money, and people don't even arrive at the CTA if the body wasn't actually valuable to them.”
34:10
“The moment you hand off writing a carousel to an AI tool, you get something that reads like it came straight from an AI tool, and the person you're trying to reach can instantly tell.”
36:10
“Everything that I just covered is what people pay us up to 130 grand to install for them, and you can now literally go and build that thing for yourself tonight with a simple Google Doc.”
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Imagine posting on Instagram and getting over 5 ,000 inbound leads for your coaching offer in under 72 hours from a post that didn't require any fancy animation for you to be doing trends on camera or to even record anything in the first place. We've done that time and time again for some of the biggest and strongest personal brands in the online education space, all thanks to leveraging one of the most overlooked content formats, the carousel.
And I'm not talking about these super insanely artsy ones that take ages to create and look like they come straight out of an art studio. It's lelouch -ish slides with written text that's so persuasive it can turn any cold viewers into a hot lead that's ready to pay you $5, $10, or even $20 ,000. And we've used the exact format in combination with Instagram shoutouts to help our clients get over 100 ,000 followers in under 30 days.
And across all of our clients, using that exact mechanism, we've generated well over $100 million in coaching sales across... 37 different niches, which is my kind of nice way of saying that I know what the fuck I'm talking about and this shit actually works. On the surface, these carousels don't seem particularly hard to copy, but riding a good carousel can sometimes take my team days to actually put together which sounds insane considering the finished post looks like somebody literally just typed it out on their phone in 20 minutes however that is the entire reason why this format works particularly well because everyone sees the format copies it badly and then decides the format doesn't work and so in this video i'm gonna give you a step -by -step playbook everything that you need to go and actually create high converting carousels i'm talking everything from what happens in every single slide the structure we use for every single client the reason most people and probably yourself
never get it right, as well as a little trick we use every single time to not only guarantee potential virality but also give qualified leads flooding our inboxes. And let's get started out with how carousels actually should look. from a visual perspective.
Posting carousels can be perceived as looking cheap or impersonal to some people, and that is a big part of why they still actually work. Most creators and business owners get one thing wrong about carousels, and it's that fancy editing doesn't make you money. It just changes who follows you.
There's a saying in the online marketing world when it comes to webinars that is, ugly slides make pretty profits. And the exact same thing is true when it comes to your Instagram carousels. Who do you think stops scrolling for a video that's full of zoom -ins, jump cuts, and sound effects?
It's probably creators and editors. because they're the ones who actually care how a video was made or have an attention span this low. And so now...
They follow you and they're in the inbox, comments, and basically asking you to go and do their work, right? However, somebody who's running a coaching business at 20K per month or somebody who's a VP at a hedge fund or has a high -paying job, they don't notice none of that. They only want to know if what you said is actually applicable.
Now, I say this because we've tested dozens of different carousel styles. And here are the two styles with the highest conversion rate. Number one, the Twitter threat carousel.
And number two, the B -roll plus text carousel. So let me show you an example. This is from my own profile.
This is what we would call a carousel thread. So very simply put, it is literally like a Twitter thread that is screenshotted and formatted for Instagram specifically. And it literally just looks like a set of tweets that was screenshotted and just added together into a carousel.
Now, on the flip side, when we go and look at a... B -roll carousel, it is simply put almost like a collection of Instagram stories. It's literally just a picture with the Instagram font and text written on top of it.
And again, the reason both of those work so well is because it gives you that organic feeling. It doesn't feel like there's a designer and a whole team that's behind it trying to impress upon you. It feels like it's a real human being who created something that they believe is of value and put it out to you in the most simple and raw way possible.
Now, generally speaking, a carousel can have between 2 and 20 slides. However, for... we usually go from anywhere from 7 to 10 to at most 15 plus slides for a single carousel.
And again, as you can see here, every single carousel is literally just a collection of tweets that's been screenshotted and formatted. which is why exactly it works so well. Now, from a psychological perspective, you can think of it this way.
When somebody goes and watches a carousel because the aesthetic sort of design caught his attention, he's going to go and look at the visual, aka like, oh, is this actually nice to design, right? However, with the limit in design choices, it kind of puts someone into reading mode, right? Which means they actually focus on the information at hand, which means if you do a good job on the writing side, you actually increase the retention and the likelihood that somebody will go from slide one.
all the way to the slides 10 or 20. Now, very simply put, every single slide that you see here has one particular point or is building another brick into an argument.
So it's one specific purpose for every single slide, because the goal is for us to start out with a hook that actually captures the tension and then gradually build up to the main point, after which we're going to go to the last slide where we actually asked them to do something. As I said, the Twitter thread one is probably my favorite one because it just feels super authentic and it has that like more analytical and tactical feel, which I just find to attract higher level individuals.
But the second one, which I quite like is the picture plus B -roll stuff. Now, the reason I quite like it is for a very simple reason. Not only can you have this like natural feel by using pictures plus, you know, text combination where people who already like watching reels are more likely to consume it, but it kind of allows you to visually underline what you're saying.
So as an example, if we use this carousel here, what we can go and do is like we can visually underline the points that we're making, right? So as an example, here he's talking about like, you know, when we go out for dinner. Well, by underlying...
right as an example a nice restaurant he can very much overcome the mental observation of like oh yeah of course doesn't pay for for food if you're going to chipotle right this is a very nuanced example but like for every single picture for every text bracket we can find the matching text hook to either grab attention or underline what it is we're actually saying.
Now, second of all, from a funnel perspective, there's a very clear cut differentiation. Those type of carousels that do pictures plus text, they can be very good to actually get a bit of attention and to do some like connection building between yourself and the audience. Whereas I would say the Twitter carousel ones, they're really great for establishing authority.
I'm talking about stuff like building trust, explaining how your process works, you know, making your vehicle look more attractive. Just really explain the step -by -step and tactical nuances behind you. your vehicle or business opportunity that you're selling people on.
Now, the reason we like Carousel is because of the high quality. and quantity of leads that they can go and bring in. As an example, if a reel in the carousel get over 100 ,000 views each, the carousel brings in two to three times more leads and also has a higher lead quality because the people who come from a carousel have significantly higher intent to buy.
And I know this sounds difficult to comprehend that a bunch of text slides outperform a reel, so let me just show you exactly why that is and how it happens. But before I dive deeper into the reasons, you need to actually understand where a carousel sits inside of the content funnel because that's one of... the things people are very unaware of and oftentimes get wrong.
Now, to kind of explain the content funnel, right? If you're real, they're at the top, they're at the top of the funnel. This is how people get to know who you are and learn what it is you do.
And again, it's turning viewers that don't know who you are and don't follow you into followers that now consume your content. Secondly... The job of Reels is to further educate people.
This is what I would kind of call like baseline education. It's about what your vehicle is, what it does, the baseline tactics, because Reels, they get shown majority to non -followers, but also to a small portion of your followers. And so you always want to have some form of tactical Reels, which helps you educate your audience.
But the main point of audience education, but also conversion, is where carousels comes in. Carousels, they're really your middle of the funnel. While Reels get shown directly to non -followers, as well as a sub...
of your followers, carousels primarily get shown to your followers first. And only if a big percentage of your followers engage with the content piece, that's when they're pushed to non followers. So therefore, you know that when you're posting a carousel, this is going to be shown to someone who already roughly knows who you are.
and what it is you do, which means you can get a lot more tactical and nuanced than you could inside of a 30 second reel trying to be shown to someone who doesn't know who you are. And lastly, we have bottom of the funnel content. Your bottom of the funnel content, very simply put, are your Instagram stories, as well as your call to actions.
Talking about call to actions, this is what we're going to cover late, but it's going to be the last slide of your carousel, which is crucial to turning attention and intent. into actual leads that might want to buy your info coaching offer. And so to kind of put this simply put, the carousel is the nurture pose that has a CTA attached at the end, which is how you go and turn a stranger or a fan into someone else who wants to go and potentially buy from you.
And because the position where the carousel sits inside of the funnel is why it simply converts better from a lead generation perspective than a reel ever could. And that distribution difference is the first of three reasons why a carousel would always outperform a reel.
And they stack on top of each other, right? A carousel only gets pushed to new people if your followers engage hard. And so you're riding for someone who already knows you rather than a complete stranger.
So reason number two is how much they actually consume. If I'm going to go and consume a reel, somebody actually watched the reel for like 30 seconds, they literally just go and look and move a brain rod that go, funny, and then they scroll.
Now, the problem is you keep the text very minimal so their brain is not very much engaged. However, on a 20 -slide carousel, they intentionally swipe 19 times and literally read the entire text. And they only swipe once they've actually read, which means from probably a neuroscientific perspective, they actually are way more engaged because they actually read, have...
the intent to then go and swipe instead of just sitting there watching, potentially even not looking and just listening and having a giggle at the end of it. Now, the whole job of content is for a stranger to understand exactly who you are, what it is you do, and how you can help them. And one post, aka carousel, can just do that.
and it can do it more effectively than an entire month worth of reels. Swiping is just more intentional than just watching a reel, which creates a lot more intent and kind of leads me to point three, which is what people leave with when consuming your carousels. When they finish the carousel, they feel that they've actually learned something, they understood something, they had a mindset shift, and they made some form of progress.
And that exact feeling or emotion is what makes the CTA and exactly the last slide so much more effective. It compounds as well, because if they see not only one, see two or three carousels every single week and each of them teaches them something, you now become the person who teach them new things, which puts you, you know, way above your competitors, you know, in a position that they never could posing a bunch of random reels.
So it's a bit applicable, right? Somebody who swiped. 10 to 19 times is actually far more likely to do what you ask them at the end, because again, the retention is so much higher where they actually have now intends to release that buildup pressure that they have at the end of it.
So not only does the person spend more time watching your content or understand more of what it is you do, but they also feel good about it at the end, which again is exactly when is the right time for you to pull in a CTA and turn them. into a high intent lead. Now, just a quick thing before I break down the exact slide to give you some like very tactical examples, right?
If you're already making money and you'd rather just have this built for you, right? Your ads are ripping, you're already making content, you're looking to just really scale up. Then the first link in the description just gets you to watch a quick short video and then allows you to go and book a call with my team.
We'll look at what you're posting and tell you exactly which part's costing you the most. Again, this is kind of like an audit as well as an action plan that you can then go and implement. It's 100 % free.
So click the link below if we do think that you could really... from what it is we're doing, you know, we're gonna definitely make you an offer to work with us, but. Again, if that's for you, go click below.
Let's keep rolling on. As I just alluded, right, every carousel that we've written over the years for us is a very similar skeleton. And it hasn't really quite changed, unless my business partner forgot to tell me.
The biggest thing that we have is we have four particular structures that reoccur in almost every single one. Number one is the hook. It's aka slide one that grabs the people's attention and gives the audience an exact preview of what the whole thing is about and frames it on why it is relevant for them.
To me, one thing that I like to use quite a lot is number... a claim, and then just really taking away the obvious explanation. An example I could use for myself would be like, in the past five years, we made over $100 million in info coaching sales.
And it wasn't by, you know, writing a high converting VSL, spending a fortune on ads, or doing anything with email and tech. As a matter of fact, it was a one simple content strategy that nobody talks about. If that's done right, the hook...
actually gets them engaged. Very similar to how on emails, you have an email headline that gets them to watch the second line. Our goal with the hook slide is to get the attention of the right people through an indirect call out and then get them to go and watch slide two.
In my particular example, they're hooked on the number that I just mentioned, then also wanting to find out what that secret strategy is. The hook. done right should open this little open loop where people now have friction in their heads like, oh, this is this thing I don't know and I don't have certainty on what it is, which makes them want to actually continuously read.
Generally speaking, a few common ways how we like to grab attention and create that open loop is through a few simple ways. It could be like attention grabbing analogies, introducing a story or a transformation, using political news or simply like industry news. Also using celebrities or consumer name brands that we can leverage to like rent attention and kind of attaches to us, realistically, what it creates at the end of each hook is a question or an obvious answer.
which is exactly what we're going to address in slide number two, which is what I would call the context file. Now look, slide two, aka the context slide, that one is mostly optional, but we use it more often than not because on the context slide, you can knock down an objection, you can play against what they're thinking, or you simply just add more context into what it is that you're doing or alluded to in your opening hook.
As an example, if you make a carousel on teaching rental arbitrage, by slide two, the artist is thinking it can't be legal, you don't own the property, and you essentially just can't get landlords to... And so you actually say it out loud and address it because if you don't, it kills off your retention because they simply will believe it's too good to be true.
A good context slide simply just brings up the objection or brings up the situation that they would type into the comment or the question they would ask. And then you literally just answer it.
So as an example, right? We use this sales carousel here from one of our clients, Kurt. He literally goes and gives you this introduction that is essentially centered around the 5am analogy.
And so the fear, it just literally goes, gives you context on like, if you can sense throughout the discovery, you're probably just fell into this, this, this, this. This is the perfect use for this analogy. It literally gives you context of like, hey, when to go and use it, right?
Vice versa. It's like, if you talk about like, hey, it's rental arbitrage, like, hey, like, you know, it's rental arbitrage. People might have a negative connotation.
You can go and spin that in the context slide. Be like, and for context, yes, this is legal. Landlords will go and let's use it because of X, Y, and Z.
Last but not least, there's still no shortage because there's over this many vacant properties that would be lucrative Airbnbs. Boom. just like that you've overcome the biggest objection and by doing that you not triggered their curiosity now they want to know because the one thing that prevented them from being curious before was the fact that they were skeptical or negatively minded now After the context slide, we're going to go into point number three, which is the biggest part of your threat, which is the body.
Your body should entail either your argument or your step -by -step breakdown. And, you know, it should roughly be from anywhere from slides two or three, all the way to seven or eight, if you're making a 10 -slide carousel. The most important rule in this particular format is that you delay the payoff.
Like, slide three should start to set up and kind of build on the anticipation you've built in slides one and two. The problem is, if you get someone's attention and then on slide three out of 10, you're already like... Give them everything that they want to know.
It actually kills off their retention and it kills off their desire to go and continuously read because they actually have what opened the open loop. They actually closed that loop and so now they don't really give a shit about what you have to say. What we like to go and do is we like to have like a brick.
We like to continuously, we want to create pressure and then instead of immediately alleviating the pressure and kind of telling them what they're worrying about, we want to gradually build up to it where they feel like they're getting closer but they still don't have the ultimate. And so by delaying the payoff, you're not able to be able to get retention, but the interest is so much ascending alongside the retention, which by slide seven or eight, they're actually just want to know, but they're also now at this point, extremely interested in the solution because obviously they've scrolled until that part.
This whole concept is very simple to like email copywriting where You want line one is the effect to read slide two. Slide two is aimed to get you to read slide three and so on, right?
The same thing with carousels. At the end of every single body slide, you want to give them a small re -hook to go and read the actual next one, which is super, super important. Now, the full picture, aka the core part of your body, really arrives around like slide seven, right?
Which means they got to swipe at this point already six times to get there. And, you know, they're pretty much two or three slides away from the actual ask. Again, if you give it away all the way on slide three, you know, everything after is optional, which means you're going to have nobody at your CTA.
So let's go through an actual example here. We're going to use another sales framework, right? We're going to have this sales framework help me collect 220 grand as a closer to identity shifting.
So we introduced the concept of identity shifting. People might have an idea, but they're not 100 % sure. And so now the context why it's relevant, 5K to 20K, cool.
Now I want to go and say for someone to reach a certain... outcome in their life they must have the identity of the person who can achieve it your job is to help them break through their current limitation this is what you do again we kind of give away what we speak about but then we show them how to do it you know we do boom boom boom look now we go and say hey what we are the process right and then there's the two best ways again if you realize this is hook number one here's how it works then this is what you do these are the two best ways to do this right Boom, we give point solution number one away.
Hey, quick explanation. Here's number two. Then this is number two, right?
And again, re -hook after they respond, you ask. Boom, boom, boom, boom. And so again, now you literally, for this, you need to understand negative versus positive self -talk.
If somebody's using the right language, here's an example. This is super in -depth and we consistently re -hook them. And so now at the very end, what we then go and do is here, right, with this.
you've reframed their way of thinking. And then from there, we tie into what I would go and call the CTA, right? Because again, by slide eight or nine at this point, you've created so much goodwill, but for you to go and actually liquidate them, you got to give them a thought provoking way to actually go and take it to the next level.
If you just give it all of that away and people think, oh, sick, like I just know everything and I can go do this on my own. They leave, they have a lot of goodwill, but they don't have a reason to liquidate and become into a lead. The last slide is what actually goes give it to them.
And there's two specific ways how you can go and liquidate that attention through a good CTA. Typically speaking, CTAs are structured in a very simple way. You want to have.
Slide nine, which is the second to last slide, is sort of like a summative message where you summarize what you just learned. And then slide 10 is the actual slide where you run the CTA, where you say one summary slide, and then you essentially give the call to action of what they want to go and do. As an example, if you want my training on identity shifting and how to use it to overcome fear objections, money objections, timing objections, partner objections, which is an expansion of what we've just done with the actual fear objection, right then.
comment the keyword identity and I'll send it over to you. This is what we would call a comment CTA, which is a lead magnet call to action. Now with a lead magnet call to action, the goal is to go and take something very tactical and essentially give away a related blueprint video or PDF document where very simply put, people will go and essentially want to learn more.
So you don't need to turn them into leads, but you just. further nurture them up. So very simply put, with a lead magnet CTA, you get them to comment and enter your DMs under the premises that you're going to go give them a valuable resource, whether that's a PDF or a YouTube video that they can use to advance on whatever it is you just spoke about.
The second kind of CTA... It's very simple what we would call a direct response CTA. So as an example, my summative statement on slide 10 would be something like, hey, this is just one way to go and get started, right?
But there's a lot more to it. If you want my personal help to go and implement this and show you how to do X, Y, and Z, DM me the word coach or DM me learn. and we'll have a chat, something like that.
You just want to be super direct response and you want to preface it around, hey, this is actually going to be something where you work with me or you want to buy it from me. The difference between the two is super simple. The common CTA is a bit more vague and it's going to get you more quantity of leads.
Whereas the DM CTA is very direct response. The DM one will get you a lot of quality, but less quantity, right? Which means the intent is going to be at an all -time high.
we would kind of call it a , right? Whereas the common CTAs, they're more like people who are in the scanner or like entry -level phase. But they're great leads nonetheless because they just swipe for 20 simple times.
Now, again, I want us to be super clear. The CTA is the very reason this entire post exists. Without a good CTA, you're not making any money and people don't even arrive at the CTA or respond to it if the body wasn't actually valuable to them.
For people or a lot of people to see the body, you need to have a very compelling hook and context slide that gives them a reason to watch the rest. That really breaks down the skeleton, but what you actually put inside of your body or what types of carousel should you be making?
Now, generally speaking, there are three angles at using any account in any single niche, right? Number one is sort of the story or transformation one. As an example, I'm 29.
Three years ago, I was in XYZ job struggling with Z problem. Today, I'm here and achieved X outcome. And here's everything I did in between.
That's an example for myself. If I was selling a coaching offer to corporate people, it would be something along the lines of, I'm 33. I spent 10 years chasing the corporate ladder at JP Morgan, only to be left with a burnout.
Fast forward today, I've retired early and have five businesses that pay me 500 grand. Here's exactly how you can recopy me with $0. Now again, These are two very different examples, but they both work extremely well because the person who's in that job or business reads all 20 slides because the context or the content is actually relevant to the change they're trying to make or the pain they're trying to expose.
Now, number two is what I would call the new opportunity thread. Again, it's built to make your business model or vehicle feel like something that just about became available and is the one thing that they should do ASAP. Simply put, it shows that something...
changed or an opportunity has arisen. And right now for someone like themselves, this is the best way to go. As an example, we use Trump's big, beautiful bill in multiple ways.
One way would be we showed it how it changed for homeowners or how it actually changed for real estate investors and how as a result of it, building an Airbnb business will be very lucrative. For a vending client machine business, we showed how that big, beautiful bill allows you now to deduct different things from taxes and one of those being business expenses, which is why they should start a vending machine business.
Number three, when AI... took over we framed it as the new gold rush and that one comparison made a brand new opportunity feel very obvious to people who had never heard of it or considered to start anything related to ai and number three we have the tactical listicle simply put It's a listing out of a set of lessons, tools, or tactics that one can really go and use to accomplish an outcome alongside some tactical instructions.
An example would be five AI agents that local businesses pay this much a month for, or 15 content formats that are absolutely printing sales right now. Or as an example, you could have a split variation of it where you say, hey, I managed to go from X and Y in this matter of this many months. Here's everything that I've learned.
And you basically teach 15 lessons. Now, I'm not going to stop here. I'm actually going to give you a bonus.
one, which is the client case study. Very simply put, it is a client case study disguised as a hero story. Typically speaking, most people get it wrong where they do case studies where it's about the creator.
It's not about the actual person in the case study. And we flip that on its very head. Well, we actually want to go this.
We want to focus on the student, their backstory, and the exact step -by -steps they took from going from point A to going point B. As an example for us to be like, hey, meet Paul. X years ago, he'd never posted on social media.
Fast forward today, he has, you know, X amount. of followers, made over $20 million, built a fast -performing podcast. Here's the exact content system that he uses.
Very simply put, it allows you to go and give a transformation of the client, which then in return creates an interest in knowing what they've done. And so by showing the client their journey and the action steps, a few things happen. Number one, people actually believe that your process works and that your vehicle or pathway or strategy is actually valuable.
Number two, they understand indirectly that you are the man because Paul worked with you, which we slightly allude to inside of the thread. And if he's gotten those results, then you helped him, which makes you the guy.
Number three, it shows them the actual steps. I've found that when people can visualize the process of going from A to B or the process of actually getting results, they're a lot more bought in because now they have that mental image. If you can paint that mental image using the tools, the steps, the numbers, people will actually be sold that I need to go and do this, but they'll still be in their own way.
And now they need help. And because they can visualize it, Their desire to get started or to actually take action is significantly higher.
Now look, I just gave you three versions that are worth making and three angles that you can go right out, right? But there are also three kinds of carousels that are almost identical on the grid, but they actually make you absolutely no money. And people are posting them every single month.
Now, as preface before I show you those three ones, the creators posting those, I'm not trying to dump on them because maybe it works for them. But at large scale, I understand that those types of carousels... simply aren't worth the effort, as well as the amount of thinking that they take.
The first thing would be essentially like the AI slob, what I would call. Now, very simply put, it's one of those reviews, AI characters and comparisons to go and deliver a motivational message. Very simply put, the people who look at AI avatars are generally speaking.
not very financially well off. And as a result, they're probably not qualified people. And if you need motivation to take action, you're literally going to be the worst possible person to work with or to be sold to, which means they're just not going to do much.
Typically speaking, those are the type of content pieces that non -buyer demographics engage with, which from an algorithmic perspective is very dangerous because if you post content that attracts non -buyer demographics, it's going to be shown to more people from non -buyer demographics, which means your account insights and the quality.
of your audience, it's going to get fucked. Okay. Number two is essentially those picture dumps.
Now I will go and say the picture dumps occasionally, like once every one for so are very valuable to go and show life updates if used strategically, because they can show the vibes and the personality that you might not be able to show on camera. And they show what your life looks like, which they can be very good to go and kind of like give some context or simply build a relationship.
But from a simple sales perspective. None of these slides give you any form of context. or conviction that you should go and make a purchasing decision.
They're simply a friendship builder, I would call them, and kind of build your brand a bit from like a visual or from like a vibes perspective. Last but not least, in my opinion, are those carousels that are just like actually like graphic designed. I just think they look shit, to be quite frank with you.
They have zero personality. And if you say that Twitter carousels don't, it's because you don't understand marketing. Twitter carousels feels like an actual person posted this.
This feels like a marketing team just basically like did a design. session and had a visual identity. but it doesn't really deliver the cost and it feels fabricated, which means the intents to consume, you feel like you're being marketed to.
Now look, at this point, you kind of know the types of carousels you should post and like the rough structure, but how do you actually go and implement this? I think that's what most people struggle with. So let's go through that.
If you want to implement carousels into your content strategy, here's the exact 90 -day rollout plan, how it would look like. For the first 30 days, I would just focus on posting one carousel per week. And if you go through this video, you have the first month mapped out for you.
By end of day 30, You literally should have enough data to go and understand, is there some form of impact? or what exactly is happening.
From there, you want to outline, hey, the type of topics or the type of styles that work well and the types that don't. And so month two, you want to double down. Not only do you want to double down your best formats and content pieces, the second 30 days, you also want to ramp up to posting two carousels or three carousels every two weeks, which gives you more volume.
And at the end of day 60, you should be able to consistently put out two carousels a week. But by day 60 also, from an impact perspective, you should be getting two types of feedback. Number one, that the leads that you're getting have a lot more high intent.
And on top of that, are actually capable of understanding your business model and who you are, which means you have an easier time booking calls and that your overall lead flow should be picking up. Now, done right, right? These are two things that happen.
If not, you got to go and solve the bottleneck of like, what is it that's preventing your performance? Is it bad hooks? Is it bad selection of topic?
Or is your copywriting just ass? It's usually one of those three things. And so.
By day 60, you should be posting two carousels every single week. That's essentially eight per month by month three. And given that your content quality should be somewhat dialed in and is consistently improving, you shouldn't see a drop off in lead flow.
As an example, a good content strategy would be... posting two to three talking head reels that bring in a lot more nurtured leads or educate existing followers, and have one or two B -roll based reels that essentially bring in a lot more volume and drive awareness of who you are and what it is you're doing. And so essentially, you have this very nuanced content strategy of B -roll reels to go and bring people in, talking heads to nurture them up, and then carousels to go nurture and convert engaged followers into intent leads.
And then last but not least, on top of the feed content, you want to have five story sequences on top of that that are just here to show behind the scenes, connect with you as a person, and additionally liquidate people into your DMs. The carousels are the main part on a weekly basis as you do converting.
Everything else either nurtures it, aside from a few story sequences that just get you the biggest laydowns into the DMs. Now, to be quite frank with you, I don't believe that you're going to start out and write a carousel that's 30 minutes, post it, get a bunch of views, get a bunch of leads. That's not really how this works.
Realistically speaking, it's going to take you, you know, two, three hours to write up a carousel, which is fine because, again, if you get... you know, 100, 200 leads for three hours worth of work. In my book, that's always going worth it.
Every single time we see a carousel. that pops off and really just has like outlier type performance, there's a 48 hour window of opportunity that we capitalize to go and use pace distribution to go and take the leaf flow to a completely new level. Now, this is the one part that most people forget to say, don't know about, or simply just lie about it.
You know, they'll tell you they're really good at organic when in reality, they've just been quietly paying good old Mark Zuckerberg to go and boost their content. While that's not a bad thing, it's just important to mention. And it's also the part that I promised you at the very - started because that part of the equation is how we got in 5 ,000 leads to reaching out for help.
Now for us on a day -to -day basis, we evaluate the performance of every single carousel. When we go and see that someone has outlier performance, we understand, wow, this has both the conversion effect as well as the broad market appeal. And what we do next is what really takes things to the next level.
We go to what we call theme pages, okay? There's like niche pages in your industry that have 500 ,000, a million, 2 million plus followers. And we pay them for a collaboration, which means they get added as a collaborator.
And because they have 2 million followers, a million followers, a few hundred thousand, these followers are now shown our content, which means the distribution and the exposure of our content is significantly higher. Again, very simply put. Because we understand that on 100 ,000 views, we get, you know, 300, 500 leads off of the organic performance alone.
We just with significantly more views from the niche audience that is actually somewhat related to what it is we're doing. And done right, this is the exact system that absolutely explodes your content performance. Because now you have a winning content piece that gets pushed organically and you add additional distribution through theme pages.
Now you can take this thing to the very moon. We spend upwards of two to three K on like very big winners on the collab side. And we can go get anywhere between a thousand to 2000 plus leads off of those heavy hitters, which if you do some paid acquisition math shows you that essentially we get $1 .5 cost per lead, which I would say isn't too bad.
Now, if you're in a space where maybe it's a bit more niche, right? Maybe do more B2B stuff and maybe there's not many theme pages in your space. An easy way as well.
to get more distribution out of that rate is to just go and boost the actual post. Instead of Instagram, you have this opportunity to actually go and boost the post through paid ad spend. And, you know, just uploading $50, $100 a day or $20, $30 a day can actually distribute you in front of the right audience.
And because you know that you have organic validation where organic viewers will convert into leads, it's a very worthwhile investment and has given us tremendous ROIs. The best thing about any of these plays is that the attention is significantly underpriced to just running traditional. direct response ads, especially shout outs and collabs, which is why exactly we've been able to run this extremely profitable and have clients that get a 30X ROAS after years of actually running this.
And the best thing is it just compounds because even if let's say you go viral. And you put additional distribution from theme pages on it. You get so many more views where these people who view, it might not even engage or it might not even actually become leads.
They now get into your ecosystem where they get retargeted with additional content. Having that distribution system kind of takes you off of the . Typically speaking, you have an organic content piece that goes viral.
Awesome, but now we need the next one. Otherwise... your lead flow is going to be like a .
With this, you can consistently and predictably generate leads from one piece of content for days and weeks, if not months. At peak back in the day, we would have the same one ad creative run for months on end and give us hundreds, if not thousands of highly qualified leads that we would turn into high ticket sales, which is exactly why we love this distribution system.
Now, so far, I know what you're thinking. This sounds super simple and... As a last caveat, I want to give you the one thing that might be tough because everything I've shown you so far today takes about two minutes to go to understand.
And anyone watching this could describe the whole format back to me. in fairly simple terms. But the thing that actually takes our team hours, if not entire days, is the ideation, actual consistent execution of a good carousel.
Because the harsh truth is that just because you do a carousel doesn't mean you're going to go viral. You can't automate it. AI isn't capable of writing the whole thing up and doing multiple variation.
It is still a bit of a manual process. And being able to spot ideas that are worth executing on, as well as understanding how to frame them, is the most difficult thing. Which is why sometimes it takes us to do...
three days to actually execute a really good carousel. Sometimes it takes an hour. The moment you hand off writing carousel to an AI tool, you get something that reads like it came straight from an AI tool and the person you're trying to reach can instantly tell, which very much kills the effect.
For us at least, we have the idea, they write the first draft. My business partner goes and reviews most of the content, works with the guys in two to three iterations to make sure it's actually perfect. And this is the very harsh part that most people don't want to hear.
They think you just write a piece of content, slap it up and go viral. But that's not really the thing. You actually get to go and think, hey, what's the hook?
What's the body? Is this relevant to our ICP? How can this actually be optimized to get...
both the right people in, but also kind of go viral. And so the point I'm trying to make is there's a lot more that goes into it than it might be perceived. As an example, what we usually criticize is that the copy is super vague instead of super specific.
And that essentially the slide could have been written by anyone in the entire industry rather than just one creator. It's about trying to cover too much as opposed to just having one idea proposed and having one building block per slide. If the copy is rambling and just using a lot of fluff words, right?
Or just using visuals and, you know, writing that actually contributes. themselves. Those are just a few of the examples that actually go and matter when it comes down to writing the actual carousel that can go and lead to hundreds, if not thousands of highly qualified leads for yourself.
And lastly, the point here is not to discourage you, but to give you a reality check that implementing carousels should be one of the most important things you focus on in your content strategy, especially as we head into the last part of 2026. But it's also setting the fair expectation that it will take some time and maybe even just Doing this by yourself, you might flop a few times, but that's okay because once you crack how to consistently do carousels, your DMs and your sales team will thank you forever.
And again. The format itself is about as simple as it gets, and making one that works on the other side is one of the hardest things, which is why in the first place, I'm comfortable handing you over everything else. Now, with that being said, this kind of brings me to the end of the video.
Everything that I just covered, right, is what people pay us up to 130 grand to install for them, and you can now literally just go and build that thing for yourself tonight with a simple Google Doc and nothing else. The only thing I'd ask of you is to give it a fair run. The first two or even three carousels are always rough, and that's true for everyone.
including our team when we hire new members. So don't judge the format on your first attempt. Now, if you'd rather not work it out on your own and you just want to go and have everything, the whole system from writing carousels, creating reels, even doing shout outs, collaborations, and ultimately the DM setting part, then just click down below.
Now you get to apply to work with our team and kind of see if it's an actually good fit. And if not, go out, write your first carousel, give me some feedback, and we'll see you in the next.
The Hook
The bait, then the rug-pull.
One Instagram carousel, built entirely from text slides, generated more than 5,000 inbound coaching leads in 72 hours. Jeremy Moser's team has repeated that result across 37 niches and says the format is deceptively easy to copy badly and quietly effective when copied right.
Named ideas worth stealing.
11:38model
The Four-Part Carousel Skeleton
- Hook slide
- Context slide (optional)
- Body (delayed payoff)
- CTA slide
Every high-converting carousel reuses this structure: open a curiosity loop, optionally kill an objection, build the argument brick by brick without giving away the payoff early, then close with a CTA once goodwill is high.
Steal forany lead-generation content format, not just carousels
06:57model
The Content Funnel
- Reels: top of funnel, reach and baseline education
- Carousels: middle of funnel, nurture and conversion
- Stories/DMs: bottom of funnel, liquidation to leads
Maps each content type to a funnel stage so effort matches audience readiness instead of expecting one format to do every job.
Steal forplanning a weekly content mix across formats
22:47list
Three Content Angles
- Story or transformation
- New opportunity
- Tactical listicle
Three reliable ways to frame content in any niche: a personal before-and-after, a timely external event that makes the offer newly relevant, or a straightforward list of tactics.
Steal forgenerating post ideas when stuck for a topic
29:15model
The 90-Day Carousel Rollout
- Days 1-30: one carousel a week, collect data
- Days 31-60: double down on best formats, ramp to two to three every two weeks
- Days 61-90: two carousels a week, roughly eight a month
A staged cadence that trades slow, deliberate testing early for volume once a format is proven.
Steal forrolling out any new content format without guessing at cadence
How they asked for the click.
VERBAL ASK
36:20link
“click down below, apply to work with our team”
Soft-pitched as an application rather than a hard sell, with a secondary free-audit CTA planted earlier in the video around the 11-minute mark.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
