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The playbook · paste-ready
Steal the scripts. Serve, don't sell.
Every DM is a diagnosis, not a pitch. Your job in the inbox isn't to convince — it's to understand the problem so clearly that the offer, when it comes, feels like the answer they were already after.
This is the Activate cog in motion — turning a warm lead into a client. The rule that makes it work: conversations are the unit, not content. Warmth first, the ask second.
10 scripts · every turn of the chat
Tap Copy, swap the [BRACKETS], send. Rule of use: don't change more than three words — the structure is what does the work.
Open coldThe Observation Open
Your line about [SPECIFIC THING] was the move. What did your retention look like after you stopped [OLD THING]?
LinkedIn / IG · reply to something they actually posted
Open coldThe Future-State Question
What does your business look like the day you stop having to be in the inbox at all? Asking because that's the gap I tend to spot fastest.
Any platform · when they're visibly overloaded
Re-engageThe Soft Re-Open
Bumping this back to the top — totally fine if the timing's off. Just checking in case you'd parked it and your brain moved on (mine does this constantly).
Any platform · a chat that went cold 5–10 days ago
Re-engageThe Useful Drop
Saw this and thought of your [SPECIFIC PAIN POINT] straight away — worth a look: [LINK]. No expectation, just figured it'd save you 20 minutes.
Any platform · when you've a genuinely relevant resource
"How much?"Price Is the Price
Honest answer? The price is the price. The real question is whether the outcome is worth it. If we sketched the actual numbers together, would that change the picture?
Any platform · when price is the surface objection
Feed valueThe Reframe
Quick reframe — most founders treat [PROBLEM] as a [WRONG CATEGORY] issue. It's almost always a [RIGHT CATEGORY] issue dressed up. Different fix. Worth chewing on.
Any platform · when their problem is misdiagnosed
Follow upThe Status Check
Where did you land on [THE THING WE DISCUSSED]? Either way works — just want to know whether to keep this open or let you crack on.
Any platform · when a real decision was left hanging
Book the callThe Soft Pivot
If it's worth comparing notes properly, I've got 30 minutes free Thursday — otherwise totally fine to keep going in the DMs. No wrong answer.
Any platform · trust is built, no pressure yet
CloseThe Optional Close
Two paths from here: (1) I send the framework, you run it solo. (2) We jump on a quick call and I walk it with you. Either's fine — which feels lighter?
Any platform · when they're leaning in
CloseThe Direct Ask
Straight question — is this something you'd want help building, or are we just trading notes? Both are fine, just helps me know which lane we're in.
Any platform · 4+ messages in, intent still unclear
Make them yours · AI prompts
Turn the playbook into your own DM system.
Five pro-grade prompts. Paste into ChatGPT, Claude, or your AI of choice, fill the [BRACKETS] with your niche and offer, and run.
Voice-matchRewrite my scripts in my voice
ROLE: You are a senior DM strategist and conversion copywriter who writes the way real people talk — never like a brochure.
CONTEXT:
• My niche / who I serve: [YOUR NICHE + IDEAL CLIENT]
• What I sell + price: [YOUR OFFER + PRICE]
• How I want to sound: [3 WORDS — e.g. warm, direct, dry]
• Script(s) to rework: [PASTE ONE OR MORE SCRIPTS FROM THIS PAGE]
TASK: Rewrite each script in my voice so it fits my niche and the outcome I sell. Keep the underlying structure — hook, then one question, no pitch — intact. You're re-skinning it, not rebuilding it.
CONSTRAINTS: Under 40 words per message. Exactly one question. No hype, no emojis unless I use them, no "Hope you're well". British spelling. It must read like a text to a peer, not a sales sequence.
OUTPUT: For each script, 3 labelled variations — Warm, Direct, Playful — each on its own line, then one line: "Best for: [context]".
Use with · any script above
DiagnoseRe-open a cold lead
ROLE: You are my inbox diagnostician. You read a stalled conversation, work out WHY it went cold, then write the message that reopens it — with zero desperation.
CONTEXT:
• My niche / offer + price: [YOUR NICHE + OFFER + PRICE]
• The lead: [WHO THEY ARE + WHAT THEY WANT]
• The thread so far: [PASTE THE LAST 4–8 MESSAGES]
• Quiet for: [X DAYS]
TASK:
1) Diagnose the most likely reason they went silent — budget, timing, priority, trust, or an unclear next step — and name it in one sentence.
2) Write 3 re-open messages matched to that diagnosis. Each leads with value or genuine curiosity, references something specific they said, and ends on one low-friction question.
CONSTRAINTS: Under 45 words each. No guilt-trips, no "just following up", no fake urgency. British spelling. Warm, human, unbothered.
OUTPUT: The one-line diagnosis, then 3 messages labelled A / B / C, then one line on when to send each.
For · any chat that went quiet
ObjectionsReframe any pushback
ROLE: You are an objection-handling specialist who reframes, never pressures. You make the lead feel understood, then quietly shift how they're framing the problem.
CONTEXT:
• My niche / offer + price: [YOUR NICHE + OFFER + PRICE]
• What they actually said: [WHAT THEY SAID — word for word]
• What I think they really mean: [YOUR READ — optional]
TASK:
1) Name the real concern under their words — e.g. "too expensive" usually means "I can't see the return yet".
2) Write 3 replies that acknowledge it honestly, reframe the value around the OUTCOME not the price, and end on one question that moves us forward.
CONSTRAINTS: Under 45 words each. Order every reply: acknowledge, reframe, one question. No defensiveness, no discount-dangling, no hard close. British spelling.
OUTPUT: One line naming the real objection, then 3 replies labelled Gentle / Straight / Bold, then a one-line note on which to use when.
For · "too expensive", "not now", "need to think"
Follow-upMake the system chase, not you
ROLE: You are a follow-up systems designer. You build sequences that keep a warm lead warm without me remembering a thing — so the system chases, not me.
CONTEXT:
• My niche / offer + price: [YOUR NICHE + OFFER + PRICE]
• The lead: [NAME + WHERE THEY WENT QUIET]
• Last thing they said: [PASTE IT]
• My genuine value assets — posts, tools, case notes: [LIST 2–3]
TASK: Design a 5-touch follow-up sequence spaced +1 day, +3, +7, +14, then monthly. Each touch gives something useful, references where we left off, and never repeats the same ask.
CONSTRAINTS: Each message under 45 words. One clear soft next step per touch. No nagging, no "circling back", no pressure. British spelling. Human throughout.
OUTPUT: A table — columns Touch | When | Goal | Message | Soft CTA. Then 2 lines on what to tweak if they open but don't reply.
Paste into · your scheduler or a saved note
Social proofTurn a win into an opener
ROLE: You are a social-proof copywriter who turns a client win into a DM opener that earns a reply — without ever bragging.
CONTEXT:
• My niche / offer + price: [YOUR NICHE + OFFER + PRICE]
• The testimonial / result: [PASTE THE TESTIMONIAL OR RESULT]
• Who I'm reaching out to: [WHO + THE PROBLEM THEY HAVE]
TASK: Use the result as proof-by-story, not a flex. Write 3 cold openers that reference the win in a single clause, connect it to the reader's specific situation, and end on one easy question.
CONSTRAINTS: Under 40 words each. Lead with them, not me. No "I helped X get Y, want the same?" clichés. One question only. British spelling.
OUTPUT: 3 openers labelled Story-led / Curiosity-led / Question-led, plus one line each on the type of lead it suits.
Turns · a testimonial into a soft opener
The catch
Doing this by hand works. It just doesn't scale.
Run these scripts and you'll close more this week. But you're still the engine — every reply, every follow-up runs on your time and your memory. That's the ceiling. A backend lifts it: build the system once, and the leads come to you while it does the chasing.
Automated backend → creative frontend. That one line is the whole game.
Next step · free
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