Source: frameworks/kit-dm-sequence/03-dm-sequence-golden-example.md

DM Sequence Kit — Golden Example

Reference: Client Intelligence Brief DM Sequence

The golden example is: content/business/marketing/campaigns/practice-command-center/01-client-intelligence-brief-dm.html

Read the full HTML file before building any new DM sequence. It demonstrates copy, timing, formatting, and the notes section.

DM 1 — Delivery (from Golden Example)

Timing: Within a few hours of comment Trigger: Comments PRACTICE on LinkedIn post

Hey [Name] — thanks for commenting. Here's the skill:

https://advisoryos.ai/client-intelligence-brief-skill

That page has the skill file, setup instructions, and everything you need. Takes about 2 minutes to install.

Paste 3-5 recent emails from one client and see what comes back. The call playbook section is where it gets interesting.

Can you do me a favor? I'd appreciate if you reply back to let me know you were able to download the skill and add it to Claude.

— Kathryn

Key Patterns

Opens with thanks + delivery. No preamble. Link in the second line.
One sentence about what the page contains. "That page has the skill file, setup instructions, and everything you need."
One tip about what to try first. "The call playbook section is where it gets interesting." — points them to the most compelling part of the output.
Favor ask at the end. "Can you do me a favor?" — gets engagement, confirms download worked, opens conversation thread. Not "Let me know if you have questions!" which is a dead end.
Signs off with name. "— Kathryn" — personal, not automated.

DM 2 — Check In (from Golden Example)

Timing: 3 days after DM 1 (skip if they already replied)

Hey [Name] — did you run it on a client yet?

When I tested it on my own clients, it found two action items that had been quietly rolling for weeks. Neither of us had noticed. That was four emails in, two minutes.

Curious what it surfaced for you.

Key Patterns

Opens with a direct question. "Did you run it on a client yet?" — not "How are you enjoying the skill?"
Shares own specific result. "Two action items rolling for weeks" + "four emails in, two minutes" — numbers, not adjectives.
Ends with curiosity, not a question mark. "Curious what it surfaced for you" — invites reply without demanding one.
Skip condition: If they already replied to DM 1, skip this entirely. They're already in conversation.

DM 3 — Bridge (from Golden Example)

Timing: 4 days after DM 2 (or when they reply)

That brief is the first of five skills I'm building for practice owners. Each one handles a different blind spot.

Next one finds revenue sitting in your existing client base — the kind that's there but nobody's looking at it because everyone's busy servicing.

Drops in about a week. Want me to send it to you directly?

Key Patterns

Series framing first. "First of five skills" — establishes scope without selling.
Next skill teaser names the pain, not the feature. "Finds revenue sitting in your existing client base" — not "Engagement Tracker Lite." The pain is what hooks, the feature name is meaningless to someone who hasn't used it.
"Nobody's looking because everyone's busy servicing" — names WHY the problem exists. This is the pattern-revealing insight.
Permission ask. "Want me to send it to you directly?" — gets explicit opt-in for the next skill. Builds the DM relationship.
No selling. No Intensive. No price. No "and if you want to go deeper." Pure value.

HTML Format (from Golden Example)

The golden example is an HTML reference doc, not a LinkedIn DM format. Structure:

<h1>[Title with version]</h1>
<p class="meta">
    <strong>Trigger:</strong> [What triggers the sequence]
    <strong>Delivery:</strong> [URL being delivered]
    <strong>Sequence:</strong> [Number of messages over timeframe]
</p>
<div class="gold-bar"></div>

<!-- DM Cards -->
<div class="dm-card">
    <div class="dm-header">[DM number — name]</div>
    <div class="dm-timing">[Send timing and conditions]</div>
    <p>[DM copy...]</p>
</div>

<!-- Notes Section -->
<div class="section">
    <h2>Notes</h2>
    <ul>
        <li><strong>[Note label.]</strong> [Explanation.]</li>
    </ul>
</div>

CSS Patterns

Body: Inter, weight 300, 15px, #f8f7f4 background
Container: 680px max-width
H1: Cormorant Garamond, 2rem, weight 400, #122640
DM cards: white background, 1px border #e0ddd8, 32px padding
DM header: 12px, uppercase, 0.15em tracking, #b8960c (gold)
DM timing: 12px, #6a6a6a
Gold bar: 48px wide, 3px height, #b8960c
Links in DM copy: gold, weight 500
Notes section: top border separator, bullet list with bold labels