Video of the Day26:41Brian Mark · Tutorial
How To Make Money From Your Instagram Content
Brian Mark walks a roomful of coaches through his 3-layer Instagram funnel — live, whiteboard out, no fluff.
April 18thThe argument in one line.
Instagram is a conversation business, not a content business, so every post should be built backward from the person who pays you and judged by how many sales calls it books, not how many views it gets.
Read if. Skip if.
READ IF YOU ARE…
- A coach or consultant posting on Instagram every day who gets decent views but almost no DMs or booked calls.
- A service business owner who avoids posting offers because they don't want to come across as salesy.
- Someone who already sells through DMs and wants a concrete script for opening conversations and following up on ghosted prospects.
- A creator with a lead magnet idea who wants to wire comment keywords to automatic delivery through ManyChat.
- Anyone who tracks follower counts but has never worked out how many sales calls per week their revenue goal requires.
SKIP IF…
- You sell low-ticket physical products or ecommerce, where a DM-to-sales-call funnel doesn't fit the economics.
- You want ad strategy, YouTube SEO or long-form audience building; this is organic Instagram for high-touch offers.
- You're looking for creative or editing advice on making better videos; the focus here is conversion, not production.
The full version, fast.
Content makes money only when it starts conversations with the people who will pay you. Start from the buyer: pull word-for-word pain points from real sales call transcripts, then build a content funnel from the bottom up with 20% social proof, 40% pain-point value, and the rest broad and connection content that pulls in new eyeballs. Tell people what you sell in at least one of every four posts, turn reel scripts into cheat sheets delivered by ManyChat with a sales P.S., and open DMs with everyone who engages. Use validate, relate, lean in to qualify, follow up with a four-step nudge and a weekly long-term pipeline, and set your goal as booked calls per week, worked backward from your revenue target.
Free for members
Chat with this breakdown — free.
Sign in and you get 23 free chat messages on us — ask for the hook, quote a framework, find the exact transcript moment, generate a markdown action plan. Bring your own key when you want unlimited.
Create a free account →Where the time goes.
00:00 – 02:19
01 · Fix 1: Decide who's paying you
An "I help" bio isn't a niche. The protein CEO egg-smashing story shows views from the wrong audience. Mine sales call transcripts with Claude for word-for-word pain points.
02:19 – 05:14
02 · The content funnel
Build from the buyer up: 20% social proof at the bottom, 40% pain-point value in the middle, broad and connection content at the top to bring in new viewers.
05:14 – 08:17
03 · Fix 2: Tell people what you sell
Value alone doesn't make people line up. Audit your last 30 posts for one-in-four offers, and use the give, give, give, ask rhythm.
08:17 – 12:07
04 · Fix 3: Give something away
Goodwill builds the launch. The 50/35/15 buyer split, turning reel scripts into Claude cheat sheets with a P.S., and ManyChat comment triggers that deliver them.
12:07 – 14:08
05 · Instagram is a conversation business
Nobody buys from a post. Delete your stories, post one poll story asking for five specific people, then follow it with back-to-back proof and a DM call to action.
14:08 – 18:12
06 · Fix 4: Stop posting just tips
The recipe guy case study. Value earns like, proof earns trust, connection earns know. Make one in four posts social proof.
18:12 – 22:50
07 · Fix 5: Start the conversation
Message everyone who engages to build the relationship. Two rapport questions sort warm from cold, then validate, relate, lean in walks a warm lead to a booked call.
22:50 – 27:14
08 · Fix 6: Follow up without chasing
A client who said no for 18 months later joined the top program. The four-step Ghostbuster method for ghosted DMs, and a weekly long-term follow-up pipeline.
27:14 – 31:08
09 · Fix 7: Optimize for booked calls
Views are the wrong metric. Work backward from a revenue goal to clients, sales calls and calls per week, then keep only the content that books calls.
31:08 – 31:28
10 · Recap and application CTA
Seven-fix recap card and a pitch to apply for coaching through the description link.
Lines worth screenshotting.
- Putting an "I help" statement in your bio is not niching down; every post has to be aimed at the person who will actually pay you.
- Viral content aimed at the wrong audience can bring the wrong fans: egg-smashing videos drew 14-year-old boys, not business owners.
- Paste 10 sales call transcripts from paying clients into Claude and ask for word-for-word pain points; those become your hooks.
- Speaking to one specific buyer lowers your views and raises your qualified sales calls at the same time.
- Build your content funnel from the bottom up: 20% social proof, 40% pain-point value, and the rest broad or connection content.
- If fewer than one in four of your last 30 posts tells people what you sell and invites them to reach out, that is why your content isn't converting.
- A value post that ends with "comment 10K and I'll reach out" pulled over 1,500 comments because it delivered first and asked second.
- Of every 50 people who download a lead magnet, assume half never buy from anyone, 35% buy within two years, and 15% buy within 90 days.
- Turning a reel script into a Claude-built cheat sheet with a sales P.S. adds about five minutes per post and creates a lead magnet that starts conversations.
- Nobody pays you after seeing a post; they pay after a conversation that the post started.
- A single Instagram story with a three-option poll, including a "no thank you" option, tends to get pushed to more people because all its engagement lands on one story.
- If you only post tips, you become "the recipe guy": people want your free stuff, not you.
- Value builds like, proof builds trust, and connection builds know; you need all three before anyone buys.
- Content only counts as value if a viewer could get results from it without ever hiring you.
- A short clip of a client on Zoom saying how much they made last month is one of the fastest pieces of social proof you can make.
- When a prospect gives a one- or two-word answer to "what's your story?", they're cold: send a free training instead of pushing for a call.
- Liking a message, commenting on their photo, sending "all good?" and then "good morning" re-engages ghosted DMs without double-messaging.
- A prospect who says no is saying no right now; a weekly message with something relevant to their problem keeps you on their radar until they're ready.
- Creators with 500,000 followers and tens of millions of monthly views can still be earning $2,500 a month because they optimized for the wrong metric.
- At $250 a month per client and a one-in-three close rate, hitting $10,000 a month comes down to booking three sales calls a week.
Judge every post by the conversations it starts.
WHAT TO LEARN
Views only matter if they turn into DMs and booked calls, so plan content around the buyer, ask for the sale, and measure everything against calls booked per week.
01Fix 1: Decide who's paying you
- Aim every post at the person who will actually pay you, not just at whoever your bio says you help.
- Mine real sales call transcripts for word-for-word pain points and use those phrases as your hooks and topics.
02The content funnel
- Plan posts from the bottom up: about 20% social proof, 40% pain-point value, and the rest broad or connection content for reach.
- Broad topics like overcoming sales objections reach far more people while still attracting the kind of buyer you serve.
03Fix 2: Tell people what you sell
- Check your last 30 posts: if fewer than one in four explains your offer and invites people to reach out, add more asks.
- End value posts with a specific ask tied to a specific result, such as commenting a keyword to get help reaching a goal.
- Give value roughly three times for every ask so the audience always gets more than it is asked for.
04Fix 3: Give something away
- Expect about 15% of lead magnet downloaders to be ready to buy within 90 days, and attach a direct offer to catch them.
- Turn an existing reel script into a cheat sheet and deliver it automatically when someone comments a keyword.
- Follow up personally within 24 hours of sending a free resource, asking what they thought, to open a real conversation.
05Instagram is a conversation business
- Treat social platforms as places to start conversations, because people pay after a conversation, not after a post.
- A single poll story asking for a few specific people, followed by back-to-back proof, can surface ready buyers in a day.
06Fix 4: Stop posting just tips
- Value builds like, proof builds trust, and connection builds familiarity; a feed of only tips leaves buyers missing two of the three.
- Test your value posts by asking whether a viewer could get results from them without hiring you.
- Make roughly one in four posts social proof, such as short clips of clients stating their results.
07Fix 5: Start the conversation
- Message people who engage with your content to build a relationship, not to sell on the first reply.
- Use the depth of someone's answer to your story question to tell warm prospects from cold ones, and nurture cold ones with a free training.
- Validate, relate, then ask the next question so a DM script sounds human instead of automated.
08Fix 6: Follow up without chasing
- Re-engage a quiet prospect with light touches like a message like or a comment before sending any follow-up text.
- Keep prospects who said no in a pipeline and send them something relevant to their problem every week.
- A no usually means not right now, and staying helpful on their radar can convert them months later.
09Fix 7: Optimize for booked calls
- Work backward from a revenue goal to clients, sales calls and weekly booked calls, and make that number your main metric.
- Keep content that leads to booked calls and drop content that only gets engagement.
Terms worth knowing.
- I help statement
- The first line of a social media bio that names who you serve and what result you deliver, such as "I help real estate agents in Tucson sell more homes."
- Content funnel
- A way of planning posts in layers: broad content to attract new viewers at the top, targeted value in the middle, and proof plus calls to action at the bottom where buyers decide.
- Lead magnet
- A free resource, such as a cheat sheet or short training, given away in exchange for contact or engagement so the creator can start a sales conversation.
- ManyChat
- A chat automation tool that connects to Instagram and can send a message automatically when someone comments a chosen keyword on a post or reel.
- Comment trigger
- An automation rule that fires when a viewer comments a specific word, commonly used to deliver a lead magnet by direct message.
- CTA
- Call to action. The explicit instruction at the end of a post telling viewers what to do next, such as comment a keyword or apply through a link.
- Jab, jab, jab, right hook
- A content rhythm popularized by Gary Vaynerchuk: give value several times before making an ask, so the audience receives more than it is asked for.
- BSL
- Brief sales letter, here a short recorded training that teaches something useful while warming a prospect toward buying.
- KPI
- Key performance indicator. The one number a business tracks to judge whether its activity is on pace for its goal.
- Connection content
- Posts about the creator's personal life, opinions and turning points, meant to help the audience feel they know the person behind the advice.
Things they pointed at.
01:40toolClaude
10:11toolWispr Flow
03:53toolCanva whiteboard
07:23bookGary Vaynerchuk, Jab, Jab, Jab, Right Hook
08:33productAlex Hormozi book launch
23:23channelGrant Cardone
24:13productThe Million Dollar Mastermind
Lines you could clip.
12:32
“Instagram is not a content business. Instagram is a conversation business.”
16:19
“My definition of value content is it's content that is so good that people could get results for free without ever hiring you.”
18:12
“If you wait for people to come to you, you're going to be broke forever.”
14:40
“Dude, you're the recipe guy. Why would people want to book a call with you?”
27:20
“Them saying no isn't them saying no to you and your offer. It's them saying no right now.”
28:50
“Your goal as a business owner is not to get views. Your goal as a business owner is to book calls.”
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.
metaphoranalogystory
Last month, I made $1 .5 million using social media. I've helped 51 business owners make over $100 ,000 a month. And if your content isn't making you money, you need to fix these seven things immediately.
Thing number one is you need to decide who's paying you. Most business owners think that as soon as you put, I help busy moms that want to burn body fat in your bio, that immediately you've niched down. And the opposite is true.
The person that you want to pay you money needs to be the centerpiece of every single content that you produce on your page. Whether or not you're speaking directly to them, you need to keep them in mind with every single piece of content. An I help statement is the first line in your bio where you would say, I help real estate agents in Tucson, Arizona, sell more homes.
People will put that in their bio and then they'll post random stuff about Tucson and hope that they get customers. This applies to any business owner in any niche and it's something that I've seen people do horribly wrong. I've been posting content for the last 11 years and for the first three years of my career, the biggest thing that I focused on is getting more views.
One of the ways that I used to get more views is I had this character called the protein CEO and I would smash eggs on my face and then I would eat those eggs and those videos would consistently go viral. And I believe that the more views that I got to my page, the more ideal customers that I was going to get on my page.
And then one day I was out in the grocery store picking up some ice cream and, uh, love me some ice cream. And I had this 14 year old kid yell at me from across the grocery store. Protein.
And that's when I realized I can't just be creating content that gets views. Every single piece of content that I produce on my page must be aimed at my avatar in some way, shape or form. I was creating content that was appealing to 14 year old boys that thought I was funny for smashing eggs in my face.
That was not going to do anything to help me grow my business. It wasn't until I did this exercise that my content really was able to be dialed in. And I asked myself the question, if I posted this piece of content, would it give value to this person?
Pull 10 of your last sales calls transcripts from the clients that have actually paid you in pull. Plug those transcripts into Claude and ask Claude this prompt exactly. I want you to pull word for word pain points of my ideal client demographic from the people that are actually paying me money so that I can speak to these people in my content.
Once I grab those word for word pain points, I use those as hooks and topics for my next rounds of content. Now, here's the thing. When I'm creating content, specifically speaking to one person, by nature, that is going to decrease the amount of people that watch my video because I'm speaking to one person.
However, the amount of qualified sales calls that I booked increased substantially. But here's the problem if I just post value content and that content alone. If I'm only posting value content and I'm only getting lower viewership, well, how am I gonna grow my Instagram audience full of new people?
And especially now that I can't smash eggs on my face, how am I going to create a content system that actually generates me the right amount of traffic? I created what I call the content funnel. I post content at the top of the funnel to get people's attention, content in the middle of the funnel to speak directly to my ideal client, and content at the bottom of the funnel to drive traffic to the DMs.
And at the bottom of the funnel are the people that pay me money. So I figure out who's going to pay me money, and then I build the funnel from the bottom up. At the bottom of the funnel, I post testimonials of other people that have already paid me money.
In the middle of the funnel, I pull my sales calls transcripts and I use word -for -word hooks in their pain points. At the top of the funnel, I speak in broad subjects that still relate to the industry that I'm trying to sell to. So a couple of examples of that, there's connection content and broad value.
If I want to speak to business owners that are trying to make $10 ,000 plus per month with their content, a broad subject related to that industry would be seven Instagram settings you can fix right now to help you go viral. Now that subject matter still relates to business owner. It's also relates to a lot of people on the planet, so it has a high chance of going viral.
That's how I get views to my page now instead of smashing eggs on my face, yelling protein. So now all of a sudden I'm growing my Instagram audience full of business owners. Another example is where I'm talking about connection content where I'm like building a life with my family or how I take care of my daughter or how I run my business while having a 12 month old.
This is top of the funnel content because it's widely relatable to all parents, but there's going to be a large percentage of people that watch that that are also business owners. So the content at the top of the funnel now brings them into my ecosystem, which is how I'm getting more views, but I'm always keeping this person in mind at the bottom of the funnel, AKA who is the person that I want to pay me?
money. Now, if you're a business owner, that's creating content on social media, you're likely doing the middle of the funnel content piece correctly. And you're speaking to your ideal client in your content.
The problem is that you don't know how to bring new eyeballs to your page. And you don't know how to do that in a way that actually grows the business. So here's what you're going to do on a piece of paper or on a Canva whiteboard.
You're going to write person who pays me money and then write their name at the bottom of the funnel. It's going to be 20 % of your content. You're going to write out social proof.
So grab a bunch of testimonials, screenshots, client wins, interviews you've done with your clients. That's going to be 20%. percent of your content strategy in the middle of your funnel you're going to have the value piece the value piece is pulling the word forward hooks and pain points of your ideal clients from sales calls that's going to be 40 of your content then at the top of the funnel you need to design a top of funnel content strategy you need to speak about broad subjects that still relate to this client but can also relate to other people an example for me is i coach business owners that want to grow and sell on social media so instead of just saying if you're trying to sell from social media i could do a broad topic about how to overcome sales objections because that is going to reply to anybody that sells anything on the planet and that's going to bring people into my audience who are also business owners that are also selling things so that's my top of funnel content strategy you need to figure out what are broad topics that still relate to your industry then for connection content also goes at the top of the funnel write down two to three bullet points of decisions or moments in time where your life drastically changed and create three pieces of content
about those moments this week, this is your top of funnel content strategy because people relate to human struggles. Thing number two is something that seems super obvious on the surface, but most people never do it and it's why their content doesn't convert. You need to tell people what you sell.
Most business owners have a hard time speaking about their offer on social media and telling people what they sell because they don't want to be salesy. I don't want to post about what I do or I don't want to ask if people want to work with me because I don't want to come across as salesy. It's like, bro, like...
Just because you post valuable content on social media does not mean people are going to line up and want to pay you. You need to actually tell them what it is that you sell. Because a lot of people on your social media, even if you are posting content, have no idea what you sell.
And so if you don't make it crystal clear what you do, how you help people, and what your offer actually looks like, you're not going to get people that will just line up at your door. So here's an example. I posted a video that was my $10 ,000 a month posting schedule, and I gave away the entire posting schedule to help you hit $10 ,000 a month.
Then at the end of the video, I said, if you want some help designing a social media, strategies so you can grow your business to 10k to 100k a month, follow me and comment with the word 10k and I'll reach out to you and see if I can help. That one video got over 1500 comments because I gave value to the audience.
I gave them what they came for and then at the end of the video, I educated my audience on exactly what it is that I do. I told them to comment a keyword if they were interested in coaching. If I just gave the value on that video and I did not attach a call to action for my coaching offer, I would have gotten a lot of views, but I wouldn't have gotten a lot of qualified buyers because I was educating my audience on exactly what it is that I do.
did the people that got the value at the end of the video or then like oh this is actually really good stuff I'm interested in some coaching and they ended up reaching out and wanting to work with me and listen I understand that this is very basic advice but I want you to go to the last 30 posts that you've actually made on your Instagram newsfeed and ask yourself one very simple question how many of these posts educate my audience on exactly what I do and then make them an offer to reach out and work with me And if the answer is less than one in four, that is why your content is not converting.
So many people are afraid to go for the ask on social media because they don't want to come across as that guy or that girl. Listen, if you don't go for the ask, your ideal client is going to be watching one of your competitors piece of content and that competitor is going to go for an ask and they're going to get the client.
The client is going to look for support in some way, shape or form. Why shouldn't that person be you, especially if they're already consuming your content? The next question that I naturally get from people is, how often should I post call to actions?
And my answer is always, it depends how much you're posting. I'll give you the cadence and the frequency in which you should post. Give, give, give, ask.
This is a Gary Vaynerchuk thing. Jab, jab, jab, right hook. It's like, I want to give value, give value, give value, ask.
Give value, give value, give value, ask. And so for me, I post six times a day, seven days a week on social media. So I can do...
one to two call to actions a day, depending on like what my last CTA was. So I can do value, value, value, call to action, value, value, value, call to action. And there are some times where I'll be a call to action to start the day.
And by the end of the day, I'm posting another call to action. The more that you give to your audience, the more that you can ask, because you always want to make sure that you are giving more than you were asking for. That's a fundamental law I follow on social media.
So here's an action item. I want you to take one of the value posts that you're producing on your social media. And at the end of the video, I want you to say this.
If you would like some help solving this specific problem to get to this specific specific goal, comment with a keyword and I'll reach out to you to see if I can help. This way of asking is going to find the buyers in your audience that are ready for support.
But there's another way of asking that you can actually get people who are warm prospects to raise their hand and express some interest. And that brings me to the third step, which is you need to give something away. Alex Ramosi broke a Guinness Book of World Records with his book launch.
He did over $100 million on a launch by selling books. But Alex Ramosi didn't do $100 million on that day. he did a hundred million dollars because he just spent the last four years building up goodwill in the market by giving away so much free content so much free value that he amassed a gigantic audience so that when he actually did go for the ask all of a sudden there was a lineup of people ready to buy there is a lot of people on the internet that actually have this belief that if i give things away for free why would people pay me for my free stuff there's also a lot of people on the internet right now that are like oh only the freebie seekers are going to be interested in my free thing Although there's some truth to that to some degree, my rule of thumb is out of every 50 people that download my free lead magnet, 50 % of those people are never going to buy anything from anybody.
That's like a rule of thumb that I follow. However, that means that 50 % of those people are going to become buyers. 35 % of people.
are gonna become buyers within the next two years. 15 % of people are gonna become buyers within the next 90 days. I define that as my now buyers.
And so the more lead magnets that I put out, the more the now buyers that are in my audience are gonna come into my ecosystem in which I can start a conversation that will lead to a qualified sales call. Here's where it gets fun, okay? Because I created a video as an example that I said seven steps that I use to fix my Instagram to go from zero to $1 .5 million a month.
I created this video. And then in this video, I gave away all of the seven steps. I talked about how to set up your Instagram profile, the DM script that you should use, the type of content you should create, da -da -da -da -da -da -da.
And then at the end of the video, I said, if you want all this broken down into a cheat sheet, follow me and come to my game and I'll send it over. So here's the sauce. All right.
What I actually do is I'll take my scripts from my best performing content or valuable content that I'm going to create. And then I'll take those scripts and I'll plug those into Claude and I'll tap whisper flow on my computer to add some extra context to those scripts. And then I'll ask Claude to create me a cheat sheet around all the information that I just gave to it.
And then the end of the cheat sheet, I'll say PS dot, dot, dot. If you want some help growing your online business, just DM me with the word a hundred K and I'll reach out to you to see if I can help. So now for the Instagram reel that I'm already creating, that I'm already filming.
I just expand on that Instagram Reel script with Claude, I create a cheat sheet with that, and then the cheat sheet has a call to action attached. This takes me an extra five minutes when I'm creating content, and now I create lead magnets that actually start conversations. The point of giving something away is to start the sales conversation.
So I post the Reel, somebody comments a keyword, and then what we're gonna do is we're gonna set up ManyChat to send out that lead magnet. Create a ManyChat account, connect it to your Instagram, and then set up the comment trigger. Then if somebody comments a specific keyword, you can say comment with the word cheat sheet, When somebody comments that keyword, ManyChat is going to send them a new lead magnet.
And in that message, you're going to say, hey, fam, here's the sauce, dot, dot, dot. P .S., I'm looking for five business owners that want to add an extra $10 ,000 to $25 ,000 per month to the revenue. If that's you, reply with 25K, and I'll reach out to you to see if I can help.
So we're going to attach that lead magnet. We're going to send them the thing, and we're also going to attach a call to action to the lead magnet. Now here's the secret sauce, right?
So I'm doing something where I'm getting warm prospects to raise their hand, but on the back end of that, I'm asking these prospects if they wanna have a conversation about their business. So they get the free thing, and then I'm also doing a hard call to action. So some people are going to reply to that.
Remember, 50 % of people are never going to buy anything from anybody. 15 % of people are the now buyers. The now buyers are going to reply to that.
But I am also going to go above and beyond, and I'm going to go back into those conversations. I'm not going to do that. Let's be honest.
My center is going to do that. And they're going to follow up with everybody that got the lead magnet within 24 hours. Hey, Nick, what did you think about that cheat sheet I sent over?
And from that, now we can actually start a conversation and then run them through a DM script so we can book a sales call. Here's what most people don't understand about Instagram, okay? Everybody thinks that Instagram is a content platform.
I post content, I get attention, I get views, I get followers, et cetera. But when is the last time that somebody saw a piece of content on your Instagram page and then paid you? Doesn't happen.
People see a piece of content on your Instagram page, they either apply through the link in your bio, or they send you a message saying that they're interested. And then from that message, we get into a conversation and that conversation leads to a book sales call in which we convert.
Instagram is not a content business. Instagram is a conversation business. And in order to make money from Instagram, you need to understand that your entire purpose on that platform is to start conversations with potential prospects.
And no, I'm not talking about cold DMs where you're basically a quote unquote telemarketer. I'm talking about creating content that gets so much engagement that you're able to start conversations with the people that are engaging with the content and then take those people through a nurture process process where you get them on a call.
So I'm going to give you something that you can do today to sign one or two clients by tomorrow. Go to your Instagram stories right now and delete all of your stories. Then you're going to post one story up and it's just going to be a fire photo of you.
Okay, then you're going to use this language right here. I'm looking for five specific avatar that are looking to get this specific result. in the next 60 to 90 days if that's you tap here and then have three options hell yes i'm in maybe send info and no thank you and yes you do want to have an option for people to vote no because anytime somebody votes against you it's actually going to send it up to more people in the algorithm when you only have one story up and it's a voting poll option it hacks the algorithm because the way that the instagram story algorithm works is if somebody is engaging with one of your stories it tells instagram that this is a highly engaged story because you only have one story up instagram just thinks this person just has high engagement so it sends it out to more people now after 12 hours what you're going to do is you're going to post back to back to back client transformation slash testimonial slash social proof that your offer actually works and then you're going to do another call to action at the end that says if you want to get results like this dm me with the word info and i'll reach out to you see if i can help now we collect all these leads from the story pull option and we're going to get some leads at the end when people send us a dm but people will only raise their hand for something that they believe will actually happen which leads me to point number four you need to stop posting just
tips people buy from people that they know like and trust and tips only cover one of the three so i have a client of mine in my coaching program he came to one of my coaching calls he's like yo b like i'm just like i'm not converting you know no matter what i do like my instagram page isn't booking calls so we reviewed all of the content on his page and i pulled up his content and i was taking a look at his last nine pieces of content and all of the last nine pieces of content that he posted on his page were recipe videos so every video was a recipe video steal this recipe steal this recipe steal this recipe steal this recipe and i was like dude i was like you're the recipe guy he's like what I was like, you're the recipe guy.
I'm like, why would people want to book a call with you and hop on a potential program? Like the only thing that you're sharing on your Instagram is recipes. And so when people come to your page, all they want is recipes.
So when you send them a message or they send you a message for your recipe ebook, they don't want anything to do with you other than your recipes. If you want to get more clients from your Instagram page, you need to start sharing your personal opinion about what it's like to lose weight as a parent. You need to start showcasing.
clients that are in your program that are losing weight as parents. You need to start talking about how recipes are only one piece of the puzzle and you need to have everything else in your lifestyle then, including your mindset, your training, and the rest of the food that you're eating throughout the day besides the recipe.
In order for somebody to purchase off you, they need to know you, like you, and trust you. So you're going to post three different types of content to make sure that happens. Value content helps people like you, but if you only post value content, you're the recipe guy.
Proof content helps people get to trust you because when you post evidence that you're working with clients that are similar to your ideal client that are getting great results, it shows your ideal clients in your audience that they can trust you. And connection content helps people get to know you. Connection content is also so much more important in the day and age of AI because 90 % of people when they're creating content are just going to ChatGPT, getting ChatGPT to write them up a script and just regurgitating whatever chat says.
And so everybody sounds like everybody else and nobody's actually connecting to your story. So connection. content is where you're sharing your opinions it's where you're sharing your personal life an example is this video right here got me 6 .6 million views and it was just a video of me holding my baby girl for the first time this is the type of stuff where people actually get to genuinely know who you are as a person and that know like and trust factor is what causes somebody to buy my definition of value content is it's content that is so good that people could get results for free without ever hiring you if your content isn't that It's not valuable.
And so go to the last nine posts on your page and watch one of your value pieces of content and ask yourself this one simple question. If my ideal client landed on this piece of content and they consumed it, could they get results without hiring me? If the answer is no, it's not value.
And that is why your content is not converting. So that's value. An example for me is I posted this video about how to go from zero to 100K a month.
It's a two minute and 30 second long reel where I literally gave away the entire blueprint. If somebody actually followed the advice in this reel, they'd make a fuckload of money. You know, so I gave away the entire blueprint because the content is so valuable to people that consume it.
Most of them aren't actually going to take action, but they're going to know that I'm a subject matter expert. And when they're looking to scale their business, they're going to come to me. Social proof content is before and afters.
It's testimonial videos. It's interviews with your clients. My favorite, by the way, this is a hack for those coaches and consultants, is you're on a Zoom call with a client and you literally just pull out your phone and you say, how much money did you make last month?
And then they'll tell you how much money they made last month. And then you literally record that. It's a quick 15 to 30 second reel.
Bam, done. You know, if you're a content coach. How many views did we get last month?
Bam. And where were you at when you first started? Bam.
That's like a 15 second video you post directly on your Instagram with a little CTA attached to it talking about the specific results. That's social proof. Because when people can see that you're working with clients that are similar to them, they're more likely to want to purchase from you.
When you go to your Instagram newsfeed, audit the last nine pieces of content on your page and put each one of those pieces of content into buckets. How many pieces of connection content did you post? How many value did you post?
And how many social proof did you post? One in every four posts should be social proof. So that's like a fundamental rule.
The other are a mixture of value and connection. If you don't have that ratio where it's like one in four is social proof and the other three are either value or connection, that would be the thing that I would focus on if you want your Instagram page to convert. And once you start posting those three types of content, it's going to have a lift in every single thing that you're doing because you will be having higher quality conversations, which leads me to number five.
Here's the mindset, okay? If you wait for people to come to you, you're going to be broke forever. It's like, I don't wait for people to come to me.
I post content on social media and people interact with me and then I interact with those people. It's called social media for a reason. Be social on social media.
When there are people that are interacting with your pieces of content, send the message just to build the relationship. So that's the first mindset. I'm not sending the message to sell them anything.
I'm sending the message to build the relationship. And so the opening message is just, hey, Nick, thanks for the follow. Are you on a fitness journey right now and just enjoying the content?
That's it. I'm just sending the message to start the conversation. There are going to be some people that just say, I'm just enjoying the content, to which I'll reply.
That's dope, bro. Like, I hope you enjoy the content. Let me know if you ever need anything.
That's the end of the conversation. They're clearly not interested. But if I send a message to a prospect and they reply that they're on a fitness journey right now and they're enjoying the content, that is a person that is potentially interested in my offer.
Now, when somebody replies to that message and they're like, oh, I'm on a fitness journey and just enjoying the content, the worst mistake that you could make is just jumping down their throat and going for the sale. Oh, bro, you're on a fitness journey? Dog, I'm a coach.
Why didn't you let me know? You know, I got you. You know, we got fitness programs out the wazoo.
No, instead you want to focus on building rapport. There's two questions that you ask to do that. Question number one.
Oh, that's dope. Like whereabouts in the world are you from, Nick? And they're going to reply, I'm from Arlington, Texas.
I'm like, oh, that's great. I'm actually from West Kelowna myself. So what's your story and what got you started on your fitness journey?
To that, they're going to reply and they're going to let you know what their story is and like what got them started in the fitness journey. This question is also a really good indicator of how warm or hot the prospect is. If you ask that question and they open up and they share their fitness journey with you, that's an indication that this is a warm prospect.
If you ask that question and they give you a one or two word response, that's an indication that this is a cold prospect. If I have a cold prospect, I'm not going to. continue trying to sell them.
I'm going to say, Hey Nick, by the way, I do have a free training that I send to most of my clients and I'll send it to you for free if you'll promise you'll watch it. It's about how to lose 10 to 15 pounds without giving out your favorite foods. You want me to send it over?
And then they're like, yeah, sure. Send it over. And I will send them a training that I recorded.
That's basically a mini BSL. And then I'll follow up in 24 hours because typically speaking, that BSL method will warm prospects up rather than trying to shove a sale down somebody's throat that's not interested. However, if I ask the, what's your story question?
And they get back to me with like a mini paragraph and they open up with their story. Then I'm gonna reply a little bit about my story. Oh, that's totally like you know for me I started out in fitness when I was like 14 years old like I was always kind of like the fat kid when I was growing up and I wanted to lose weight for myself and I did that over the last you know 15 years and then I became a coach for others then we're gonna ask the magic question that that is actually gonna lead to the sales conversation we're gonna say do you mind if I ask a couple of questions to see if I can help And as soon as you ask that question, now we just took somebody from a stranger on the internet into a qualified lead.
Now I'm going to give you the DM script, but I want to teach you a fundamental understanding with how not to sound like a fucking robot. Because if you just follow this DM script and you sound like a robot, people are going to be like, is this AI? And it's going to be very clear that you don't care.
And so in order to avoid that, you're going to follow a simple three -step framework, validate, relate, and lean in. Validate what they say, relate to what they say with a story of you or a client. and then lean in.
So I'll give you an example. I say, mind if I ask a couple of questions to see if I can help? And they're going to reply with, yeah, sure, why not?
And then I'm going to say, so what would you say is your number one fitness goal right now? To which they'll reply, yeah, my goal is to lose, you know, 15 pounds in the next, you know, 45 days. Validate, relate, lean in.
15 pounds. Comma, love that. That's validate.
That goal is super doable. Relate. Then I'm gonna lean in and ask the next question.
And so like, what would you say is your number one struggle relating to that goal? And then they're gonna reply, well, you know, like Brian, I just eat a bunch of like Cheetos and shit every night. And I like watch Netflix.
And every time I watch Netflix, I get a chocolate craving too. So I got to order an entire pizza on top of the chocolate. And it's like a chocolate pizza.
What I'm gonna do is I'm gonna validate, relate, and lean in. Dude, I get it. Validate.
chocolate pizza is pretty damn good relate and then i'm going to lean in you know like how long have you been struggling to lose that last 15 pounds to which they reply well i've been struggling to lose the 15 pounds for the last couple years and i have no idea what to eat and no idea how to train then i'm going to reply with validate relate lean in so when somebody says they've been struggling for two years this is where you're actually not going to validate you're going to do what i call so poking the bear when they say two years you're going to say Two years, damn, that's a long time.
I'm gonna twist the knife a little bit, you know? Relate. I'm gonna say, let's change that.
And then the next question, why is this goal important to you? And then they're gonna reply with, well, I wanna be a better example for my kids, my dog, my wife, my whatever. And then I'm gonna validate, relate, lean in.
Totally get that. Doing this for your kids is amazing. Then I'm gonna ask the magic question, would you like some help?
And they're going to say yes, or they're going to say sure, or they're going to say, what does that look like? And I'll say, I'll tell you what, why don't we do this? Let's hop on a quick 30 minute call.
We'll talk about your number one struggle, number one goal, and I'll help you come up with a game plan to achieve your goal. So you're up for that. When they say yes, boom, you send a calendar link and you just booked a sales call.
now listen none of this matters and none of this works unless you start the conversation first stop waiting for people to come to you go to your likes go to your comments go to your follows people that are actually engaging with you and start the conversation and just say hi now there is a chance that when you send a message to a prospect they're interested in getting back to you but they forget life gets in the way they get busy and most creators will just forget about that person and just disappear into the ether or they'll chase them down and seem like a desperate dork which leads me to the sixth thing that you need to do which is you need to learn how to follow up without chasing When it comes to follow up, there's two schools of people.
School of person number one is follow up until the day that they die. Like Grant Cardone, he'll call you a hundred times. He doesn't care if you tell him to fuck off.
School of thought number two is I don't want to follow up because I don't want to fear desperate and needy or like I require their business. But there's somewhere in the middle where you can follow up like a pro without seeming desperate or needy or chasey and you're actually getting prospects on the phone that want to buy your stuff.
Here's the thing. If somebody's engaging with your social media content and you're talking about how to solve a specific problem, That is them inherently expressing interest in what you have to offer and admitting that they have a problem with that thing.
And so when you are following up in the proper way without chasing them, you're actually not desperate or needy. You're actually doing them a service because there's an indication based on their engagement in your content that they actually need your help. I have one of my clients in my program right now.
Her name is Angela. She's absolutely incredible. It's the healthy diary on Instagram.
We help to have a $60 ,000 a month, which is a record -breaking month for her. Angela actually applied to work with me a year and a half ago and she said she wanted to work with me she was excited but she was with another mentor on the call me and my team were not able to get her over the line however we just stayed in contact once a month we would send a testimonial video Once a month, we would send her a piece of value that would be relevant to her.
Once a month, we would check in and ask her how her current business mentor is going and how she's progressing with that mentor. We stayed on her radar. Because we stayed on her radar, as soon as her mentorship program expired, she ended up jumping into my program, The Million Dollar Mastermind, which is the highest ticket program that I have.
And long story short, she's been with me for the last 12 months and she's had an excellent experience and had a record -breaking month. That only happened because I followed up. Now there's two different vehicles to follow up that I want to discuss.
There's follow up in the moment when you're in the DM conversation when somebody drops off. There's also follow up if you're not able to get a deal over the line. So follow up in the moment.
I've got a four step process. I call it the . So if somebody stops replying to you and you're in the middle of the DM sequence booking a call, step number one is to go into the messages and you're going to like one of the messages that's in this conversation.
What's going to happen is Instagram is going to send a notification to that user and it's going to bump into the top of the inbox. Now you're at the top of their inbox. without double messaging because as soon as you double message, it looks like you're chasing.
You want to save that for the last step. This happens after an hour of them not replying. Step number two, two hours later, if they still haven't replied, you're going to go to their Instagram profile and you're going to leave a genuine comment on one of their photos.
Again, this is going to send them a notification that you left a comment on their photos and most oftentimes, they will come back to the messaging sequence and they will reply to your message. Step number three, two hours later, if they still have not gotten back to you, you're just gonna send them a message that just says, all good, question mark.
That's it. I'm not gonna say, hey Nick, I just asked you a question back there like 30 seconds ago and I was wondering why you didn't get back to me. You look like a desperate dork.
But if you say, all good, that is a very non -invasive way of following up without seeming desperate or needy. And finally, the fourth step in this process, and if this step does not work, I will abandon ship and I'm not going to chase them down or like hunt them down.
The fourth step in this process, the next morning, all I'm going to say is, good morning, Nick. I'm not going to re -ask a question. I'm not going to say something crazy.
I'm just going to say good morning. Because oftentimes the prospect will come back and they'll be like, yo, good morning, Brian. Yeah, when it comes to blah, blah, blah, blah, blah, blah, blah.
And they'll just reply to my last message. So that's follow -up in the moment. Follow -up long -term, if you're not able to get a deal over the line, you don't just want to let that prospect go cold.
You want to add that prospect to a pipeline called follow -up. Once a week, you want to make sure that you're sending this prospect something that is highly relevant to their situation. Yo, John, I just wanted to let you know I just recorded a YouTube video on how to overcome the wife objection.
I know that you mentioned that you struggle with that on sales calls. Check it out. Hope you have a great day.
The next week. Yo, John, I just wanted to send you a message because one of my clients, Sarah, was in the program and she just hit a $50 ,000 a month. I know that that was your goal.
If she can do it, so can you. The next week. Yo, John, what's going on, brother?
I hope you're having a great day. I was checking out your social media profile and I noticed that you haven't posted a lot of connection content. So I wanted to send you this video on how to create connection content.
The next week. And you just do that every week forever until they buy. The reason that you're watching this video right now is because you want your content to make you more money.
But here's the thing. This isn't a content problem isolated by itself because there's a lot of other elements that go into making money. Like you have to get deals over the line.
And if you're not able to get deals over the line, it is your responsibility to follow with prospects that have spread interest because them saying no isn't then saying no to you and your offer and what you have to say. It's them saying no right now. That doesn't mean that their problem goes away.
If they say no to you, that doesn't mean that they stop having the problem. And so for you following up once a week and sending them something that's contextually valuable to them, you are not. chasing them and you're not desperate you're giving them value and when a prospect can see that you genuinely paid attention to their needs and what they want and once a week you're following up and you're sending something to them that's actually valuable they're not going to view that as a bad thing they're going to view that as a good thing because you genuinely care about them and they're not even paying you money yet of course that person is going to want to come back to you and pay you money because they can see how much you care and they haven't even paid you yet now here's the thing All of the stuff that you're doing on social media, all the posting, all the optimization for the right person, all the content funnel that you're creating, none of it means anything if you're not getting booked calls in the calendar.
So the final and most important piece is we're going to optimize everything that you're doing around how many calls you're booking per week. 99 % of content creators when they're posting on social media are looking at one metric and one metric alone. How many views have I generated in the last 30 days?
That's what Instagram shows you every single time you log into your profile. And so that's the thing that you become obsessed about is getting that number up. But I've had creators that have joined my coaching program with 500 ,000 followers, generating tens of millions of views a month, and they're making $2 ,500 a month.
Not from social media, as a valet in person, because they were optimizing for the wrong metric. They were trying to get more views. Your goal as a business owner is not to get views.
Your goal as a business owner is to book calls. So that needs to be the primary KPI that you optimize all of your content strategy around. The only reason that I've been able to scale my business to $1 .5 million a month is because I've been obsessed with metrics since day one.
When I told myself I wanted to make $10 ,000 a month, I wrote that down on a piece of paper and then I asked myself one simple question. Well, how many clients do I need to have in order to hit $10 ,000 a month? And at the time, the answer was 40 because I was charging $250 a month.
I was like, okay, if I want to hit 40 clients by the end of the year, how many more clients do I need right now? Like in the next six months, how many more clients do I need? All right, well, I'm at 20 clients.
I need an extra 20, so I need 20 clients. Okay, if I wanted to hit 20 clients by the end of the year, how many sales calls do I need to get on? Well, I'm closing an average of one in every three calls, so I need to book 60 sales calls in order to get to 20 clients.
Okay, well, if I want to book 60 sales calls by the end of the year and there's 25 weeks left in the year, how many sales calls do I need to book per week in order to get 60 sales calls by the end of the year? Well, on average, if I booked three sales calls per week, then I would be able to book 60 sales calls by the end of the year, which means I'd be able to get 20 clients extra by the end of the year, which means I make $10 ,000 a month.
Okay, so that's the KPI. The goal is to book three sales calls per week, every week for the foreseeable future until the end of time. And that became the metric that I optimized on.
And so when I was posting content and it was getting engagement, that's awesome. But then I'd ask myself the question, is this engagement leading to book calls? If the answer was no, I would stop posting the content.
If the answer was yes, I would do more of that content. So it's like you need to get obsessed with the only thing that matters, which is what's your goal, aka how much revenue do you want to generate? And then how many more clients do you need to sign in order to get to that goal?
And then what's the timeline you want to get to that goal by? And then how many sales calls do you need to book in order to sign that many clients to get to that revenue goal by that period of time? Once you have that metric, that becomes the amount of sales calls you need to book per week.
And then everything you're producing on your social media is optimized on that one metric. Am I getting to this book sales call goal so that I can get to my ideal client goal so I can get to my revenue goal by the end of the year? And this is translated into how I'm running my business today.
I'm making $1 .5 million a month. And I know that in order to get to $2 million a month, I know how many sales calls I need to book per week. I know my average cash collected per sale.
I know every single metric down to the bone. So when I'm posting on social media, I'm not guessing. I'm aiming at targets that I need to get to in order to get to my goal.
So if your content isn't making you money, do these seven things immediately. And I promise you, you're going to make a fuckload more money. And if you want to learn specifically how to make content that bangs, check out this video right here.
And if you want some help designing a social media strategy so you can get to $100 ,000 a month, tap the application button in the description of this video and let's have a conversation about your business. So comment, like, subscribe, and I'll see you in the next video. Peace.
The Hook
The bait, then the rug-pull.
The video opens on a revenue claim and a promise: seven fixes for content that gets watched but doesn't pay. What follows is less about making better posts and more about what happens after someone sees one, from the DM opener to the follow-up message three weeks later.
Named ideas worth stealing.
02:24model
The content funnel
- Bottom (20%): social proof, testimonials, client wins
- Middle (40%): value built on word-for-word pain points from sales calls
- Top: broad subjects tied to your industry plus connection content
Content planned from the buyer upward so top-of-funnel reach still brings in people who could become clients.
Steal forany coach or service business planning a weekly posting mix
00:00list
The 7 fixes
- Decide who's paying you
- Tell people what you sell
- Give something away
- Stop posting just tips
- Start the conversation
- Follow up without chasing
- Optimize for booked calls
The video's spine. The on-screen recap card at 31:09 shows only the first six; the seventh is delivered verbally as the final and most important piece.
Steal forauditing an Instagram account that gets views but no sales
07:23concept
Give, give, give, ask
A variant of jab, jab, jab, right hook: three value posts for every call to action, so the audience always receives more than it is asked for. At six posts a day that allows one or two CTAs daily.
Steal forsetting a CTA frequency for a posting calendar
09:14model
50 / 35 / 15 lead magnet split
- 50% never buy from anyone
- 35% buy within two years
- 15% buy within 90 days (now buyers)
A rule of thumb for who downloads a free resource, used to justify attaching a hard CTA to every lead magnet to catch the now buyers.
Steal forsetting expectations for lead magnet conversion
14:12model
Know, like, trust content mix
- Value content: builds like
- Proof content: builds trust
- Connection content: builds know
Tips alone cover only one of the three things a buyer needs. One in every four posts should be social proof; the rest a mix of value and connection.
Steal forauditing the last nine posts on a profile
21:23list
Validate, relate, lean in
- Validate what they said
- Relate with a story of you or a client
- Lean in with the next question
A three-beat reply pattern for DM qualifying so the script doesn't sound robotic. For long-standing problems, swap validation for poking the bear.
Steal forany DM or chat-based sales conversation
24:51list
The Ghostbuster method
- After 1 hour: like one of their messages
- 2 hours later: leave a genuine comment on their photo
- 2 hours later: send "all good?"
- Next morning: send "good morning" and nothing else
A four-step nudge for prospects who go quiet mid-conversation, designed to resurface you in their inbox without double-messaging. If it fails, drop it.
Steal forre-engaging ghosted DM leads
29:04model
Revenue to calls-per-week math
- Revenue goal
- Clients needed
- Timeline
- Sales calls needed at your close rate
- Calls to book per week
Work backward from revenue to a weekly booked-calls target, then keep content that drives calls and drop content that doesn't. Example: $10K/month at $250/client and a 1-in-3 close rate meant three calls a week.
Steal forsetting a single KPI for any sales-driven content plan
How they asked for the click.
VERBAL ASK
31:21link
“If you want some help designing a social media strategy so you can get to $100,000 a month, tap the application button in the description of this video and let's have a conversation about your business.”
Practices what it preaches: a value-first video that closes with a single specific ask tied to a result, plus a next-video pointer. The description repeats the application link.
MENTIONED ON CAMERA
Visual structure at a glance.
