Instagram has evolved into more than just a content-sharing app, it’s now a powerful business platform for online coaches aiming to convert followers into high-paying clients. Yet for many, turning social engagement into sales remains a challenge. In his upcoming book, $10 Million Instagram Funnel: The Blueprint for Online Coaches, Brian Mark offers a practical roadmap for transforming direct messages (DMs) into business opportunities.
Based on his own experience building a thriving coaching business through Instagram, Mark breaks down how coaches can use DMs not only as a channel for engagement, but as a reliable system for generating leads, booking calls, and closing high-ticket offers.
Why DMs Matter for Business Growth
As Mark explains in his book, DMs play a pivotal role in moving followers through the client journey. While content may attract attention, it’s the one-on-one conversations that lead to conversions. Instagram DMs allow coaches to build rapport, uncover needs, and introduce their services in a more personal and strategic way.
By initiating authentic conversations and focusing on value over volume, coaches can use DMs to create meaningful connections without coming across as salesy or spammy. It’s about creating a conversation that feels natural while guiding potential clients toward taking the next step.
Engage Authentically First
One of the central messages in $10 Million Instagram Funnel is that trust comes before sales. Mark emphasizes that coaches must engage with followers authentically before ever offering a service. This might begin with a simple response to a comment, a reaction to a story, or a message thanking someone for following.
From there, coaches can spark deeper dialogue by asking questions that invite the follower to share more. This approach allows the conversation to unfold organically, instead of jumping straight into a pitch.
Understand Before You Offer
Before attempting to sell a program or service, coaches must first understand the follower’s goals, challenges, and readiness. Mark outlines how to ask insightful, open-ended questions that reveal a potential client’s current situation. By identifying pain points and clarifying what the follower is looking to achieve, coaches can position their offer in a way that directly aligns with the client’s needs.
This step is crucial in qualifying leads. Not every follower is a good fit for a high-ticket program, and Mark encourages coaches to listen more than they talk during these early conversations. The more a coach understands about a potential client, the more effective and tailored their offer will be.
Use DMs to Book Discovery Calls
Mark’s funnel strategy revolves around using DMs to transition into a discovery call. Once a follower is identified as a qualified lead, the goal is to invite them to a call that explores their goals further and introduces the coaching offer.
According to the book, this invitation should feel like a natural next step not a sales trap. Coaches are advised to phrase it as a solution-focused opportunity:
“From what you’ve shared, I think I can help. Would you be open to hopping on a quick call to discuss what that might look like?”
A well-timed call to action like this can dramatically increase the chances of booking a consultation. Mark also emphasizes the importance of clarity: use a simple scheduling tool and provide clear next steps to avoid losing the lead to confusion or hesitation.
Master the Art of the CTA
Calls to action (CTAs) aren’t just for bios and captions they’re essential in DMs too. Mark highlights how strong CTAs within a DM conversation can guide the follower toward making a decision, whether it’s booking a call or enrolling in a program.
These CTAs should feel supportive, not forceful. When combined with the trust built through earlier exchanges, a CTA serves as a gentle nudge in the direction of growth and transformation, something most ideal clients are already seeking.
Consistency Builds Trust
Throughout $10 Million Instagram Funnel, Mark reinforces the “Know, Like, and Trust” principle. Trust, he argues, is the foundation of every conversion and it’s built through consistent, genuine interaction. Sharing personal stories, offering free value, and showing up regularly in stories and posts strengthens your presence. But it’s in the DMs where this trust is tested and deepened.
By being responsive, sincere, and solution-oriented in your messages, you reinforce your credibility as a coach and increase the likelihood of turning interest into investment.
Turning Engagement Into Income
For coaches who struggle with stagnant Instagram engagement, Mark’s DM strategy offers a clear solution: shift focus from public content to private conversations. Followers who engage with your posts, respond to your stories, or visit your profile are already demonstrating interest. The key is to capitalize on that interest by initiating the right conversations, asking the right questions, and presenting the right opportunities at the right time.
Brian Mark’s book is a valuable resource for any coach looking to elevate their Instagram strategy. With practical steps and proven techniques, $10 Million Instagram Funnel shows how DMs can become a steady source of leads and revenue transforming passive followers into loyal, high-ticket clients. You can pre-order your copy now!
To connect with Brian Mark and learn more about his strategies for online coaching success, you can follow him on Instagram at @therealbrianmark. You can also tune into his podcast, The Change Lives Make Money Online Trainer, or check out his YouTube channel, where he shares valuable insights and tips.
