DM Sequence Kit — Terminology
Locked Terms
| Term | Means | NOT |
|---|---|---|
| Skill | A Claude .md file the user uploads and runs | App, tool, bot, GPT, template, prompt |
| Run | What the user does with the skill | Use, try, test, execute |
| Install | Adding the skill to Claude (one-time) | Set up, configure, onboard |
| Practice | The user's business | Company, firm (OK occasionally), business (too generic) |
DM Voice
Person-to-person, not a fulfillment bot.
- Use their first name ([Name] placeholder in the template)
- Short paragraphs (1-3 sentences)
- End every DM with something that invites a reply — a question, a curiosity hook, or a favor ask
- Casual but not sloppy — no "hey!" or "omg" but also no formal business language
Each DM has a specific job:
| DM | Job | Ends With |
|---|---|---|
| 1 | Deliver + orient | Favor ask — "reply to let me know you got it" |
| 2 | Share value + re-engage | Curiosity ask — "curious what it surfaced for you" |
| 3 | Bridge to next skill | Permission ask — "want me to send it to you directly?" |
Forbidden Constructions
| Don't Write | Write Instead |
|---|---|
| "Hi there! Thanks so much for your interest!" | "Hey [Name] — thanks for commenting." |
| "I hope you're enjoying the skill!" | "Did you run it on a client yet?" |
| "Don't forget to check out..." | [Don't write this at all — no reminders] |
| "I think you'll really love..." | [Share a specific result instead] |
| "Let me know if you have any questions!" | "Curious what it surfaced for you." |
| "Exciting news — we're launching..." | [No selling in DMs] |
| "Click here to access..." | [Just include the URL naturally] |
Selling Rules
No selling in the DM channel. Period.
- No mention of the Intensive
- No mention of Practice Builders OS
- No mention of Advisory OS services or pricing
- No "if you want to go deeper" or "we also offer"
- The only forward-looking element is the next free skill in the series
Series framing is not selling. "First of five skills" and "next one finds revenue in your existing client base" are value framing, not a pitch. The distinction: selling asks for money. Series framing promises more free value.
Timing Rules
| DM | Send When | Skip If |
|---|---|---|
| 1 | Within a few hours of comment | Never skip — always deliver |
| 2 | Day 3 after DM 1 | They already replied to DM 1 |
| 3 | 4 days after DM 2 (~Day 7), or after they reply | — |
If they reply to DM 1 or 2: Drop the sequence. Have a real conversation. Those 1:1 exchanges are worth more than the sequence. Resume with DM 3 content naturally when it fits the conversation.