four years ago I invented a cold DM system called DM sorcery and it's booked me more than 5,000 appointments in the last 3 years what you can see on the screen here are my cenly analytics for the last 3 years if we look at the Ws Discovery call event the o n Discovery call event and the IIA or the a call event we can find that I've booked roughly 5,000 appointments qualified High tiet appointments using coddm in the last 3 years with a 70% show rate and around a 20% conversion rate this has given me between 600 to 700 High ticket clients which has made me between 5 and $6 million in ex like with on ridiculous profit margin because it's just cold DMS so what I'm want to do in this video is walk you through this system and how it works so you can build it for yourself so what we're not going to do is jump into some shiny object and some you know quick fix I'm just going to give you the system right so the way this works is you pick a platform like LinkedIn Facebook Instagram Twitter you know you can use um edit probably any any platform that allows you to do Cod DMS you can use and it's not you know just these platforms you can use any platform that your Niche is available to contact on and what we do is the workflow looks like this we start by connecting so you know this could be sending a friend request it could be sending a connection request it could be following them on Instagram it could be following them on Twitter we need some level of connection to actually you know reach out to the person so they so we have permission to to to message them right because if you try and message someone on Facebook without being their friend or on LinkedIn without being connected to them they won't actually receive it well they might but they won't see it once we've connected we do what I call a trojan horse soft pitch okay and the Trojan Horse soft pitch is an incredibly simple message and it's literally made me nearly $6 million and it goes something like this and I'm not going to read it word for word because that would be unfair on our clients that actually pay for this information but the Trojan Horse soft pitch is very straightforward you reach out to them and you do this via voice note or via video so no text messages because you need to break the pattern you could do a gif you know you could do a meme anything but basically it's hey John uh thanks for accepting my request uh I know you get pitched here all the time I want to pitch you something but in order for me to do that I would like to ask for your permission if that's okay then just let me know let's literally it the the whole reason that this approach works is it's a permission based approach so we're not reaching out to them at the beginning saying hey John I've got this thing and i' I can get you 25 clients and I've got no no no it's hey John I would like your permission to pitch you is that okay this puts them in the driver's seat it puts them in control it warms them up to you and not only that but it just breaks the pattern because they've never sort of experienced someone actually being polite enough to ask before once we get the permission which we basically just is as simple as them responding like we we tell them what we want them to respond so we might say to them like if it's okay for you to pitch if it's okay for me to pitch you please just reply one word okay and I'll send over some information we do allude ever so slightly to what we do in this in this permission thing so it's an extremely high level thing like you know if you sold a fitness product you could say um hey Lisa my name's Charley um I work with women and I help them get in the best shape of their life looks like you're already doing really well on your fitness journey listen the last thing I want to do is you know sell you something when you don't even know who I am but with your permission I'd love to explain a little bit more about how I could potentially help you you know um get to where you want to go how would you feel about that is that okay just send me a thumbs up if so something like that now that's not actually the verbatim there is a better way of doing this that I'm not going to tell you on this video because I'm sure you can figure it out and if you want like the the copy and pastable process my course is in the description but that was a terrible pitch but you get my point right anyway High level permission based pitch we get that permission then the next thing is really important so I'm just going to rub this all out so Step One is connect step two is permission to pitch then step three is obviously the pitch so what we do here is we don't send them a loom we don't send them a long message we don't send them a PDF we send them what I call a native vsl so vssl obviously stands for video sales letter and this is a one minute 59 video now we you can do it shorter than this but you cannot go longer than 1 minute 59 the reason is because most of these social platforms will not let you natively send a video that is longer than 1 minute and 58 or 59 seconds for example LinkedIn a while ago they crack down on this you can't send you can't text someone an mp4 file on LinkedIn if it's longer than 2 minutes so they might changed it but I don't think they have so you need this constraint and the reason it's called a native vssl is because what we want to do is we want to keep them on the platform we don't want to we don't want to we want to make this process of them booking a call as easy and as simple as possible so we're not sending them a loom we're not talking for 10 minutes about what they do we're not trying to book a discovery call we're not sending them a PDF we're not sending them to a funnel all we're doing is sending them something that they can watch in one or two minutes on the exact same app that they opened up and responded to you on if that makes sense and so the native vsl is incredibly straightforward literally all it is is transparency so you start it by saying hey I'm here to sell you something I've got your permission to do so at any moment you can click off this video if you feel like it's not enough for you but without further ad let's get into it so you just start with the transparency because you need to maintain the same theme of permission every single step of the way needs to be like if it's okay with you etc etc once you've got the transpar Arcy out of the way you state your offer then you state any social proof that you have and then at a very very very very high level you explain how you get them the result so it's literally like hey so if you're watching is Evergreen right you're not sending a new one each time so you just record one you record it as a selfie video It Doesn't you don't want a professional crazy camera setup with fancy lighting it should just be your iPhone because remember you're reaching out to these people DM it needs to feel real it needs to feel natural if we send them to some crazy sales funnel or some high production video it it breaks this like casual communication we have with them and that casual Essence as soon as we lose it you just you're going to lose them so basically it's you know hey John you know just so you know I am here to sell you something obviously you've given me permission to do that if at any moment you feel like I'm overstepping the line please tell me and you can click off the video now what I do is I help blah blah blah blah blah and I I'll give my example I help marketing agency owners coach consultants and core sellers like you get 52 clients in 52 weeks completely guaranteed and if we don't do that we give you a full refund and send your $10,000 back on top seems too good to be true here's some examples then what you do is you cut a clip in of you on a loom video so you add you cut the loom video into the selfie video and it's just you going through social proof now if you don't have testimonials you replace testimonials with a fancy looking Myro board or I just realized I got my bottle in the way how rude is that we replaced the test testimonials with some sort of Myro board or figma board like you know when you get these these cool diagrams with like different workflows and stuff you can get Authority from fancy looking diagrams as opposed to testimonials so you know do with that what you will just explaining the overall high level workflow you need to deliver this video with a lot of confidence and then all we're doing at the end is the call to action is exactly the same as the permission so we're not we're not saying like if you like schedule is cool and it's going to be great all we're doing is say is saying if you want me to send over a calendar link so that you can explore this further and how if I if I have your permission is how you leave this if I have your permission I would love your permission to send over a calendar link so that we can schedule an deployment to talk about this puts them in full control it's a soft close it works incredibly well and that's how you end the vssl is it's another permission and what you do and you start to create a chain here is the the permission CTA that you used in the initial video which could be a thumbs up it could be the word okay could be the word yes just a simple CTA that they can just respond without thinking you use the same CTA so if in the if in the Trojan Horse like permission based video at the start I'm saying hey John want to get more clients Um send a thumbs up send a thumbs up if I can pitch you if he sends a thumbs up then I'm going to ask for the same CTA in the vssl because he's already done the CTA once he's familiar with it we've now got bit of commitment consistency bias the Emoji is already there simple so we round that off of the permission based thing and basically the way that we we do this we need to plug the Gap at this point so once we've done the pitch you might be wondering about follow-up so on the permission based video we will follow up twice follow up one and follow up two so cold if they don't respond to your first voice not or video saying hey I'd love to pitch you can I get permission then we're going to follow up with them once or twice and we're going to do this Tastefully basically just because here's the thing is you've sent them a video and you've sent them or a voice note which means that in order for them to contextualize the message they need to watch it or listen and so followup one and two on on this permission based approach at the beginning is it we're doing nothing more than just hey what did you think of the video hey what did you think of the voice note what are your thoughts on the voice note it'll just make them curious to click it and that's all we're doing is trying to get them to listen we're not trying to follow up on them saying do you want to book a call it's that and then when it comes to the second process here in the pitch this is where we go crazy so we will follow up one two 3 four five six seven eight sometimes even nine times so we have follow up 1 2 3 4 5 6 7 8 and 9 that's right we will follow up and this is this is the process that I've used and it's made me nearly $6 million with cold DMS at like a 70% profit margin probably more nine times and all we're doing all we're doing with this is once again requesting the permission and trying to get them to re-watch the video because the video does all the heavy lifting this is this is the big Guna this is the beast when you're following up all of these follow-ups are doing all they're doing is we're just trying to get people to refer back to the video because the video does the closing you don't close on the the call on the followup it's literally just you know you we we send them gifts we send them completely out of pocket memes we send them some pretty outrageous messages but just pattern interrupts just things that actually make them think oh fine I'll give that guy the time of day like you know um one primary example is you know that Meme of Pablo Escobar he's like sat on a swing and he looks kind of sad and he's like looking down like we'll just pick we'll get that Meme and then we'll caption over it like following up waiting for your reply and it's just Pablo Escobar looking sad you know we we'll just have some fun with with gifts and memes and all sorts of stuff you know and this works incredibly well you follow up nine times and I'm not even joking if someone doesn't respond to this thing we will chase them to the ends of the Earth until they respond because once someone's given you permission to pitch they've also given you permission to follow up relentlessly and if they want you to piss off they'll either just tell you or they'll they'll just they won't reply and that's fine as well what we're doing is we're just trying to get their permission to send a calary link so if I put four here we're just sending a caly link or you know schedule want or whatever calendar software that you use you'll go high level calendar Etc we send this natively inside of the um the platform so you know we just say okay awesome really glad you want to book a call here's the C link please schedule it now um because it saves me having to chase you with follow-ups which I'm sure you're already sick of right so just give them a little reason to to schedule it now cuz people will book book market and put it off and just that but then here's the kick up we have another nine-step follow-up sequence so someone if if someone at this point has asked for a Cali link which means that they've watched the video and they resonate with the video and they like the results and they they just think oh this is cool now we're just going to bombard them again so we will send 1 2 3 4 5 6 7 8 nine follow-ups via the same platform over and over again to get them to schedule and all we're doing with these follow-ups is just the same thing gifts memes funny messages just reminders please schedule the call please schedule the call please schedule the call what I can tell you is 80% 80% of your um calendary links will be sent after followup um 7 over here so you know six or seven eight and nine is when we get most of our Cy link set out and most of our appointments scheduled after the Cy link is sent out will be scheduled around follow-up 6 7 8 and 9 and this is why people give up with C DM is they send like 50 messages and then they book no appointments they give up but what you need to do is send 50 original me messages then you need to send you know 100 follow-ups to all of those people because you're following up twice on each one then you send like another you know God knows 400 follow-ups and then you start booking appointments and then you build this little flywheel the other thing that we like to do as well that works incredibly well is we integrate this with other places on the internet so if we've got them on like LinkedIn for example what we'll try and find will try and find their email we'll try and find their phone number we'll try and find their Facebook we'll try we'll try and find anything else we can and we will continuously follow up using the same system on these other platforms all referring back to the call to action of the stage that we're at so the call to action can either be please send me permission to pitch you please send me permission to send a c link or please send me permission to actually you know please book a call right and all of our follow-up sequences are engineered to go back towards that and so in a nutshell it looks something like this so we start off with the Trojan Horse message and then we have follow-up one and followup two and you know these these will get sent if someone doesn't respond um after the Trojan Horse message we send the um Native vssl and you know we kind of know what happens here 1 2 3 4 5 6 7 8 nine messages will be sent to these people and then after that it's cenly and then they book okay and remember it's exactly the same premise here if if they don't do it at this point then we will follow up on them again over and over and then finally they will book and then what we can also do is start bringing in other platforms to follow up on them as well and then bring them back into the C link or bring them back into native vssl and if you do this we have an appointment booking rate on some appointment sets of like 10% which is absolutely ridiculous and it works so well and it's made me a lot of money and if you want to have this in way more detail we've got like 15h hour long trainings on how to implement this for your business for marketing agency owners coach consultants and core sellers there's a link in the description it is a vssl it's a funnel it's me trying to sell you something and yes you will have to book a call and buy something if you want it but if you want to speed up the process then it's there and available to you I'm I can't be bother to really sell you beond that to be honest so have a good day and I'll talk to you soon