Lead magnet delivery DMs have one job: deliver the resource instantly and invite further engagement. They should be short enough to read in five seconds and warm enough to feel personal. Mentioning the specific keyword or post context the lead responded to increases perceived personalisation significantly.

Template 1 — Resource delivery: "Hey [name]! Here's the [resource name] you asked for: [link]. It covers [specific benefit]. Let me know if you have any questions — happy to help!" Template 2 — Guide delivery with follow-up hook: "Hey! Your free guide is here: [link]. Quick heads up — page 3 has the part most people find most useful. Curious what you think once you've had a look!"

Qualification DMs come after the lead has received your initial resource and you want to assess whether they are a good fit for your paid offer. The goal is to ask one targeted question that reveals where they are in their journey — without making them feel like they are being evaluated.

Template 3 — Problem-first qualification: "Hope the guide was helpful! Quick question — what's the biggest challenge you're hitting with [topic] right now?" Template 4 — Journey qualification: "Did [resource] help? Just curious — are you just starting with [topic] or have you been at it for a while?" Template 5 — Fit qualification: "Thanks for downloading! Are you currently [doing X] or is that something you're working toward?"

Sales DMs work best when they follow a qualification step — so you know the lead is a genuine fit before presenting the offer. Cold selling in DMs without qualification produces low conversion rates and damages your account's reputation. The templates below assume you have already established context through an earlier message exchange.

Template 6 — Soft offer introduction: "Based on what you shared, I think [offer] could be exactly what you need. It's helped [social proof]. Would it help to take a look?" Template 7 — Direct booking CTA: "If you'd like to explore working together, here's a link to book a quick 15-minute call: [link]. No pressure at all — just a conversation." Template 8 — Urgency close: "Just a heads up — I'm only taking [X] more clients this month. If you'd like to chat, this week is the best time."

Follow-up DMs are sent to leads who received your initial message but did not respond or click. The goal is to add value rather than simply chase — a follow-up that delivers a tip, a case study, or a related insight is far more effective than "just checking in."

Template 9 — Value-add follow-up: "Hey [name] — just wanted to share something that might be relevant: [quick tip or insight]. Let me know if you want to chat about it." Template 10 — Re-engagement: "Hey! Noticed you grabbed [resource] a while back. Did you get a chance to go through it? Happy to answer any questions." Template 11 — Breakup message: "No worries if now isn't the right time — I just didn't want to disappear without checking in. Whenever you're ready, I'm here."