For online coaches looking to scale their business without paid ads or cold email campaigns, Instagram has become an engine that could take your sales further. And few understand this better than Brian Mark, a coach-turned-entrepreneur who built a thriving multi-million dollar coaching empire using one of Instagram’s most underrated features: direct messages.
In his upcoming book, $10 Million Instagram Funnel: The Blueprint for Online Coaches, Mark reveals the exact DM strategy that transformed his business from sporadic engagement to consistent, high-ticket sales. Designed as a step-by-step system, the book offers practical tactics any coach can implement to turn casual Instagram conversations into a full-fledged client acquisition funnel.
This exclusive look inside Mark’s playbook highlights how online coaches can master the art of authentic outreach, effectively qualify leads, and seamlessly book discovery calls all within Instagram DMs.
According to Mark, the DM is where the real transformation happens. While engaging reels, story polls, and insightful carousels may draw attention and build visibility, it’s the private conversations in DMs that convert interest into income.
Unlike comments or likes, DMs allow for personalized dialogue, a chance to connect with followers on a deeper level. Mark emphasizes that this channel is often overlooked by coaches who spend hours perfecting content but hesitate to engage directly. Yet, it’s in the DMs that trust is built, objections are understood, and offers are made.
Step One: Authentic Outreach That Builds Trust
Mark’s first rule of using DMs for sales is deceptively simple: don’t sell right away. Instead, he advocates starting with sincere, value-driven interactions. Whether it’s thanking someone for following, replying to a story, or leaving a thoughtful comment, the goal is to show up with genuine interest.
He shares that his most successful outreach often begins with a simple question like:
“Hey! I saw you’re working on your fitness goals—how’s that going lately?”
By starting with curiosity instead of a sales agenda, coaches can open the door to organic conversations. Mark’s approach mirrors how relationships develop in real life—naturally and over time. This non-salesy tone helps followers feel seen, not sold to, which immediately sets the stage for trust.
Step Two: Qualifying Leads Through Strategic Questions
Once a conversation is underway, the next step in the DM funnel is lead qualification. Not every follower is an ideal client, and Mark is clear that coaches must be selective about who they spend time with. To do this, he introduces a series of open-ended, diagnostic questions that help uncover the follower’s goals, pain points, and level of commitment.
These questions serve as filters to determine whether someone is coachable, ready to invest, and aligned with the offer. Mark advises coaches to listen more than they talk during this phase. The more a coach understands the follower’s motivation and barriers, the easier it becomes to position their program as the right solution.
Step Three: The Seamless Discovery Call Transition
With a qualified lead in hand, the final step is moving the conversation to a discovery call which is a deeper, more strategic session that leads to a sale. But according to Mark, the invitation must feel like a natural progression, not a sales trap.
Rather than pushing a call too early, he recommends using language that mirrors the follower’s needs:
“From what you’ve shared, it sounds like you’re serious about making a change. Would you be open to hopping on a quick call to explore how I might help?”
This soft, solution-oriented CTA feels less like a pitch and more like a professional suggestion. In the book, Mark outlines how this “value bridge” helps lower resistance and increases call bookings without the need for aggressive persuasion.
He also stresses the importance of clarity and ease providing a scheduling link, setting clear expectations for the call, and following up with reminders. This reduces friction and ensures fewer drop-offs between the DM and the scheduled session.
The Art of DM-Based Sales: Supportive CTAs and Follow-Through
Throughout $10 Million Instagram Funnel, Mark demystifies the idea that selling has to be pushy or uncomfortable. In fact, he argues that a well-crafted CTA, delivered at the right time and in the right tone, feels like a helpful suggestion.
Whether the CTA is an invite to a call, a prompt to check out a case study, or a nudge toward applying for a coaching program, the key is alignment. Mark teaches that every call to action should be tailored to where the prospect is in their journey, not a copy-paste script.
And if the follower doesn’t convert right away? The book details a thoughtful follow-up framework that keeps the conversation warm without turning cold. By circling back a few days later with a relevant insight or question, coaches can revive interest while showing continued investment in the potential client’s growth.
From Passive Followers to Paying Clients
Mark’s DM strategy is built on the principle that people buy from those they trust and trust is built one message at a time. With the rise of algorithm changes and ad fatigue, his funnel gives online coaches something they can fully control: direct relationships with their audience.
The process he outlines is repeatable, scalable, and grounded in real human connection. Even for coaches with a modest following, Mark proves that consistent, intentional conversations can yield consistent, high-ticket conversions.
Why This Book Matters for Coaches in 2025
In a crowded coaching landscape, $10 Million Instagram Funnel stands out not just for its tactical depth but for its emphasis on integrity. Mark doesn’t promise instant riches or overnight success. What he offers instead is a proven, principle-based system built on listening, value, and service.
For coaches looking to grow their business without gimmicks or burnout, this book is more than just a strategy guide, it’s a mindset shift. It challenges readers to treat every DM as a doorway to impact, not just income. You can pre-order your copy of The $10 Million Instagram Funnel 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.
