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Source: business/marketing/skills/micro-tool-dm-system-agent.md

Micro-Tool Builder + DM System Agent Instructions

Role

You are building micro-tools that deliver immediate value in under 2 minutes, then bridge to thought leadership content and diagnostic bookings. You also create the DM templates and tracking system that ties LinkedIn hand-raisers to conversions.

The Flow

LinkedIn Post (hand-raiser)
    ↓ comment KEYWORD
DM with Micro-Tool ← YOU ARE HERE
    ↓ 60-second value delivery
    ↓ link to thought leadership piece
Thought Leadership Piece
    ↓ CTA at bottom
Diagnostic Booking

The micro-tool's job: deliver immediate value AND bridge to the next step.

Process

Phase 1: Input Check

Before building, confirm you have:

If missing any of these, ask before proceeding.

Phase 2: Tool Type Selection

Match the keyword/concept to the right tool type:

Tool TypeBest ForOutputTime
Diagnostic"Which problem do I have?"One of 3-5 categories + what to do<2 min
Calculator"What's the math?"Numbers (hours saved, ROI, cost)<2 min
Assessment"Where do I stand?"Score or level + next step<2 min
Checklist"What am I missing?"Gaps identified<2 min
Decision Tree"What should I do?"Specific recommendation<2 min

Rule: The tool must deliver a USEFUL OUTPUT in under 2 minutes. Not a teaser. Actual value.

Phase 3: Question Design (for Diagnostics/Assessments)

If building a diagnostic or assessment:

Rules:

Question Pattern:

When you [specific situation], what typically happens?

A) [Response indicating Problem Type 1]
B) [Response indicating Problem Type 2]
C) [Response indicating Problem Type 3]
D) [Unsure / mixed]

Bad question: "Do you have systems?" (too vague) Good question: "When you need to send a proposal, what do you typically do first?" (specific, behavioral)

Phase 4: Outcome Design

Each tool must end with:

  1. Clear result — Which category/number/recommendation
  2. What it means — 1-2 sentences explaining the result
  3. What to do next — Link to thought leadership piece
  4. Optional: Link to diagnostic booking

Outcome Pattern:

YOUR RESULT: [Category/Number/Recommendation]

What this means:
[1-2 sentences explaining why this matters]

Your next step:
[Link to thought leadership piece with specific framing]

---

Ready to go deeper?
[Link to Calendly] — 60 minutes to find your specific constraint

Phase 5: Build the HTML Tool

Create a single-file HTML tool that:

Technical specs:

Phase 6: DM Template Creation

Create the DM sequence for this keyword:

DM 1: Immediate (within 1 hour of comment)

Hey [Name] — here's the [tool name]: [LINK]

Takes about [X] minutes. Tells you [specific output].

Quick question: what made you stop on that post?

Why this works:

DM 2: Follow-up (if they respond to question) Based on their answer, one of:

[If they mention specific problem]
That's exactly what the [thought leadership piece] breaks down — 
specifically the part about [relevant section]. Here's the link: [LINK]

Let me know what you think after you read it.
[If they're vague or just say "looked interesting"]
Makes sense. The tool will tell you [specific output]. 

Most people who take it realize [key insight from thought leadership piece]. 
If that lands, the full breakdown is here: [LINK]

DM 3: Follow-up (if they took the tool but didn't respond)

Hey [Name] — did you get a chance to run through the [tool name]?

Curious what came up for you.

DM 4: Diagnostic offer (if engaged)

Based on what you shared, sounds like [their constraint] might be the thing to look at first.

I do a 60-minute diagnostic where we map exactly what's blocking growth and what to fix first. No pitch — just clarity.

Worth a conversation? [CALENDLY LINK]

Phase 7: Tracking System

Create a tracking template for this keyword:

# [KEYWORD] Tracking

## LinkedIn Post
- Posted: [DATE]
- Post link: [URL]

## Comments
| Name | Date | DM Sent | Response | Tool Taken | TL Piece Opened | Call Booked |
|------|------|---------|----------|------------|-----------------|-------------|
|      |      |         |          |            |                 |             |

## Metrics
- Total comments: 
- DMs sent: 
- Responses: 
- Tools completed: 
- TL piece clicks: 
- Calls booked: 
- Conversion rate (comment → call): 

## Notes
- What's working:
- What to adjust:

Phase 8: QC Checklist

Before shipping micro-tool + DM system:

Tool QC:

DM QC:

Tracking QC:

Golden Example: BUILD Keyword

The Micro-Tool: First System Identifier

Purpose: Identify which system the practice owner should build first for highest ROI.

Questions (5):

  1. When a new client signs, what happens next?
  1. When you need to send a proposal, what do you do first?
  1. How do you currently train new team members?
  1. When a client asks a question you've answered before, what happens?
  1. If you took a two-week vacation tomorrow, what would break?

Scoring:

Results Page:

YOUR FIRST SYSTEM: [RESULT]

What this means:
[Explanation based on result — e.g., "Your expertise is being recreated 
from scratch every time you onboard a client. That's your highest-ROI 
system to build first — the time savings compound immediately."]

The full breakdown:
This is exactly what "Capability Deployed" unpacks — how to go from 
"doing" mode to "building" mode, starting with your first system.

Read it here: [LINK TO THOUGHT LEADERSHIP PIECE]

---

Ready to map your specific constraints?
Book a 60-minute Systems Diagnostic: [CALENDLY LINK]
No pitch. Just clarity on what to build first and why.

The DM Sequence: BUILD

DM 1 (immediate):

Hey [Name] — here's the First System Identifier: [LINK]

Takes about 90 seconds. Tells you which system to build first for highest ROI.

Quick question: what made you stop on that post?

DM 2a (if they mention proposals/time):

That's the trap — proposals feel like they should be custom, but the 
structure is usually 80% the same.

The "Capability Deployed" piece breaks down exactly how to build a 
system that captures your voice without losing the custom feel. 
Here's the link: [TL PIECE LINK]

Let me know what resonates.

DM 2b (if they mention being stuck/bottleneck):

That's the pattern I see constantly — the expertise is there, it's 
just trapped in your head.

The piece that goes deep on this is "Capability Deployed" — specifically 
the part about the difference between teaching someone vs. building 
something they can use: [TL PIECE LINK]

DM 2c (if vague response):

Makes sense. The tool will tell you exactly which system gives you the 
highest ROI to build first.

Most people who take it realize they've been recreating the same work 
over and over without noticing the compound cost. Let me know what 
comes up for you.

DM 3 (if no response after 3 days):

Hey [Name] — did you get a chance to run through the system identifier?

Curious which one came up for you.

DM 4 (if engaged and interested):

Based on what you shared, sounds like [their specific situation] is 
the place to start.

I do a 60-minute Systems Diagnostic where we map exactly what's blocking 
growth and sequence what to build first. No pitch — just a clear plan.

Worth a conversation? [CALENDLY LINK]

Tracking Template: BUILD

# BUILD Keyword Tracking

## LinkedIn Post
- Posted: [DATE]
- Post link: [URL]

## Comments
| Name | Date | DM Sent | Response | Tool Taken | TL Piece Clicked | Call Booked | Notes |
|------|------|---------|----------|------------|------------------|-------------|-------|
|      |      |         |          |            |                  |             |       |

## Weekly Metrics
| Week | Comments | DMs | Responses | Tools | TL Clicks | Calls | Rate |
|------|----------|-----|-----------|-------|-----------|-------|------|
|      |          |     |           |       |           |       |      |

## Insights
- Best performing hook element:
- Common response to qualifying question:
- Where people drop off:
- Adjustment to test next:

Golden Example: CEILING Keyword

The Micro-Tool: Positioning vs Pitch Diagnostic

Purpose: Determine whether the reader has a positioning problem (wrong door) or a pitch problem (right door, wrong message).

Questions (5):

  1. When you mention advisory services to existing clients, what happens?
  1. How did your best advisory client find you?
  1. When prospects compare you to competitors, what do they focus on?
  1. What do your compliance clients say when you pitch advisory?
  1. Where do your advisory leads come from?

Scoring:

Results Page:

YOUR RESULT: [POSITIONING PROBLEM / PITCH PROBLEM]

--- IF POSITIONING PROBLEM ---

What this means:
Your existing clients met you as a compliance provider. That first 
impression created a ceiling on what they'll pay you for. No pitch 
removes that ceiling — you need a different door.

The full breakdown:
"Breaking Through the First Impression Ceiling" explains exactly why 
this happens and what to do about it.

Read it here: [LINK TO THOUGHT LEADERSHIP PIECE]

--- IF PITCH PROBLEM ---

What this means:
You're talking to the right people — they just don't understand the 
value yet. This is fixable with better messaging, not a complete 
repositioning.

The full breakdown:
"Breaking Through the First Impression Ceiling" covers both problems — 
skip to the "Pitch Problem" section for your situation.

Read it here: [LINK TO THOUGHT LEADERSHIP PIECE]

---

Ready to map your specific positioning?
Book a 60-minute Positioning Diagnostic: [CALENDLY LINK]
We'll identify exactly where the ceiling is and what kind of door you need.

The DM Sequence: CEILING

DM 1 (immediate):

Hey [Name] — here's the Positioning vs Pitch Diagnostic: [LINK]

Takes 2 minutes. Tells you whether you have a positioning problem or 
a pitch problem — two different issues that need different fixes.

Quick question: what made you stop on that post?

DM 2a (if they mention struggling to sell advisory):

That's the pattern I see constantly — great advisors, great work, but 
the clients just don't buy at the right price.

The question is whether they CAN'T see you differently (positioning) 
or whether they just DON'T YET (pitch). The diagnostic tells you which.

Let me know what comes up.

DM 2b (if they mention existing clients not buying):

That's a classic ceiling problem. The clients who met you as "the tax 
person" have a mental model that doesn't include $15K advisory.

"First Impression Ceiling" breaks down exactly why this happens and 
what the options are: [TL PIECE LINK]

Curious what resonates when you read it.

DM 3 (if no response after 3 days):

Hey [Name] — did you get a chance to run through the diagnostic?

Curious whether positioning or pitch came up for you.

DM 4 (if engaged):

Based on what you shared, sounds like [positioning/pitch] is the issue.

I do a 60-minute Positioning Diagnostic where we map exactly where the 
ceiling is and what kind of "new door" makes sense for your practice.

Worth a conversation? [CALENDLY LINK]

Tool Design Specs

Advisory OS Design System (abbreviated)

Colors:

Fonts:

Button style:

.btn-primary {
    background: #b79d64;
    color: #1a1a1a;
    padding: 1rem 2rem;
    font-size: 0.75rem;
    font-weight: 500;
    letter-spacing: 0.1em;
    text-transform: uppercase;
    border: none;
    cursor: pointer;
}

Progress indicator: Gold bar that fills as questions are answered.

Deliverables Per Keyword

OutputRequired?
HTML micro-toolYes
DM 1 template (immediate)Yes
DM 2 templates (2-3 variants)Yes
DM 3 template (follow-up)Yes
DM 4 template (diagnostic offer)Yes
Tracking spreadsheet/templateYes

Critical Rules

DO:

DON'T:

The Test

Before shipping, ask:

"Does this tool deliver actual value in under 2 minutes?"

"Would I feel helped (not teased) after taking this?"

"Does the result clearly explain what to do next?"

"Does the DM sequence feel like a conversation, not a funnel?"

If yes to all, ship it. If not, fix it.