This article is part of our complete guide: DM Automation: The Complete Guide for Coaches and Creators.
A comment-to-DM funnel has three parts: a keyword, a call to action that makes people type it, and a first message that starts a conversation. This article gives you ideas for all three.
What makes a good keyword
- One word. Fewer letters, fewer typos.
- Uncommon in normal comments. “YES” and “LOVE” will trigger on comments that were not requests.
- Linked to the reward. GUIDE for a guide, PLAN for a plan.
- Easy to say aloud. You will say it in the video.
- In capitals in the caption. It stands out.
Most tools match the keyword regardless of case, and many let you accept several variations, which covers common misspellings.
40 keyword ideas by offer
Lead magnets and free resources GUIDE, CHECKLIST, TEMPLATE, BLUEPRINT, ROADMAP, SCRIPT, SWIPE, TOOLKIT, CHEATSHEET, STARTER
Free trainings and webinars TRAINING, MASTERCLASS, WORKSHOP, REPLAY, CLASS, SEAT, LIVE, WATCH
Coaching and calls COACH, AUDIT, CALL, STRATEGY, MENTOR, APPLY, SCALE, GROW
Courses and programmes COURSE, ENROLL, WAITLIST, COHORT, ACADEMY, JOIN
Products, links and discounts LINK, SHOP, PRESETS, CODE, DEAL, BUNDLE, RECIPE, OUTFIT
Pick one keyword per post. Using a different word for each offer lets you see which content produced which conversations.
Calls to action that get comments
The keyword does nothing unless people are asked to use it. Say it in the video, show it on screen and repeat it in the caption.
- “Comment GUIDE and I’ll send you the full checklist.”
- “Want the exact script? Comment SCRIPT.”
- “I made a free template for this. Comment TEMPLATE and it’s yours.”
- “Comment AUDIT if you want me to look at your pricing.”
- “Doors open Monday. Comment WAITLIST to get first access.”
Three things raise the comment rate:
- Make the reward specific. “The 7-step checklist” beats “more info”.
- Put the CTA early as well as late. Many viewers leave before the end.
- Pin your own comment repeating the instruction.
The first message
Meta allows one private reply to a comment. That message has to earn a response, because only a reply opens a real conversation. The reasoning is in Instagram DM Rules: The 24-Hour Window.
A good first message does two things: delivers what was promised, and asks one easy question.
“Here’s the pricing guide 👉 [link]. Are you pricing a new offer or reworking what you charge now?”
“You’re on the waitlist! Quick question so I send you the right info: have you run a course before, or is this your first?”
“Here’s the link to the presets 👉 [link]. Do you edit on your phone or on desktop?”
A message with only a link is a dead end. The question is what turns a download into a lead.
After they answer
The answer tells you what to say next. Someone “reworking what they charge” might be a fit for a pricing audit call. Someone “just starting” might suit your starter course. This is qualification, and it is where the funnel starts producing income.
Ideas for different creators
Coaches. Offer a diagnostic: “Comment AUDIT and I’ll send three questions to find your bottleneck.” The answers qualify the lead for you.
Course creators. Offer a sample lesson: “Comment LESSON for the first module, free.” Follow with “what are you hoping to learn?”
Influencers. Offer the link to what you showed: “Comment OUTFIT for everything I’m wearing.” Follow with a question that suggests a second item.
Common mistakes
- Changing the keyword in the caption but not in the tool.
- Using a word that appears in ordinary comments.
- Promising one thing and delivering another. It damages trust and gets reported.
- Running the funnel on one post only. Use a keyword on every piece of content that has an offer behind it.
- Sending the link and stopping.
Beyond Instagram
The same idea works on Facebook posts and ads, where comments open a Messenger conversation. On Telegram, the equivalent is a link in a channel post that opens a private chat with your bot.
SalesInDMs runs comment-to-DM on Instagram and Facebook, then continues the conversation with an AI agent that qualifies, books and sells.
Put this on autopilot
SalesInDMs answers every message in seconds, qualifies the lead and books the call or makes the sale. Try it on your own conversations.
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