DM Sequence Kit — Start Here
What This Kit Does
This kit produces a 3-message LinkedIn DM sequence that delivers a free skill and builds a relationship. One sequence, three messages, one HTML reference document. The sequence connects the handraiser post (someone comments) to the delivery page (they get the skill).
DMs are the delivery channel. Not email. Not a link in the post. A person-to-person message from Kathryn.
What It Produces
| # | Asset | Format | Purpose |
|---|---|---|---|
| 1 | DM Sequence | .html | 3-message sequence reference doc — copy, timing, notes |
The HTML file is a reference document for Kathryn to use when sending DMs manually. It contains:
- 3 DM cards with copy, timing, and send conditions
- A notes section with mechanics and rules
The 3 Messages
| # | Name | Timing | Job |
|---|---|---|---|
| 1 | Delivery | Within hours of comment | Deliver page link + one tip + favor ask for reply |
| 2 | Check In | Day 3 (skip if they replied to DM 1) | Share own result with numbers + curiosity ask |
| 3 | Bridge | 4 days after DM 2 (~Day 7), or after they reply | Series framing + next skill teaser + permission ask |
Key Mechanics
Person-to-person, not a fulfillment bot. DMs use their first name, short paragraphs, and end with something that invites a reply. The sequence builds a real conversation, not a drip campaign.
Favor ask in DM 1. "Reply to let me know you got it" — gets engagement, confirms the download worked, and opens the conversation thread. Much better than just dropping a link.
Own result in DM 2. Kathryn shares her own specific result ("found two items rolling for weeks") — gives them something concrete to compare against. Not "did you like it?" which is a dead-end question.
Permission ask in DM 3. "Want me to send it to you directly?" — gets explicit opt-in for the next skill. Builds the DM relationship for the entire series.
Drop the sequence if they reply. If someone replies to DM 1 or 2, that's a real conversation. Respond naturally. Skip remaining sequence messages. Those 1:1 exchanges are worth more than the sequence.
No selling. No Intensive. No Practice Builders. No Advisory OS. The DM channel is pure value. The pitch comes later through email.
Prerequisites
| Dependency | Why | Blocking? |
|---|---|---|
| Delivery page (from Skill Delivery Page Kit) | DM 1 links to the live page | Yes — need live URL |
| Skill testing results | DM 2 shares Kathryn's own result | Yes — need real numbers |
| Next skill info | DM 3 teases the next skill in the series | Yes — need name + pain point |
| Trigger word (from Handraiser Post Kit) | DM 1 references that they commented | Soft — informs the opening |
The delivery page must be live before building the DM sequence. DM 1 links to it.
File Inventory
| File | Purpose | When to Use |
|---|---|---|
00-dm-sequence-start-here.md | Orientation — mechanics, timing, dependencies | Start here every time |
01-dm-sequence-context.md | Required inputs — concept brief template | Before every build — complete inputs first |
02-dm-sequence-terminology.md | Locked vocabulary and DM voice rules | Reference when writing |
03-dm-sequence-golden-example.md | Structure analysis of the CIB golden example | Study before building |
04-dm-sequence-quality.md | QC checklist — structure, timing, voice, URLs | Run after every build |
05-dm-sequence-output-skill.md | Production workflow — step by step | Follow for every build |
Relationship to Other Kits
Handraiser Post Kit (content/frameworks/kit-handraiser-post/): The post drives comments. The DM sequence delivers after comments. Trigger word must be consistent.
Skill Delivery Page Kit (content/frameworks/kit-skill-delivery-page/): DM 1 links to the delivery page. The page must be live.
Skill Build Kit (content/frameworks/kit-skill-build/): DM 2 shares results from testing the skill. Real numbers, not generic.
Email Sequence Kit (content/frameworks/kit-email-sequence/): Email delivers to the subscriber list in parallel with DMs delivering to LinkedIn commenters. Same skill, same delivery page, different channel. Teaching story numbers should be consistent across both.
business-aos (Connected Repo): Voice and next-skill planning come from here.
Golden Standard Reference
The Client Intelligence Brief DM sequence is the golden example: content/business/marketing/campaigns/practice-command-center/01-client-intelligence-brief-dm.html