The Comment-to-DM Funnel Cookbook (10 Funnels With Scripts and Keywords)

Why Most Comment-to-DM Funnels Get Two Comments and Die

Most creators copy what they saw a guru do. "Read it here: https://dmchamp.com/resources/comment-to-dm-funnel-cookbook/"

Three things go wrong.

First, the keyword is generic. "GUIDE" and "FREE" both feel like a trap. The post stops converting after the first hour because Instagram suppresses anything that smells like spam.

Second, the delivery DM dumps a link and disappears. No question. No conversation. The recipient opens the link, never replies, never converts.

Third, the funnel has no follow-up. Day 2 the lead is gone. Day 7 they have forgotten you exist.

A working funnel does three things at once. The keyword is specific to the post. The delivery DM opens a conversation. The follow-up qualifies and books.

Done right, a single post books 30 calls. The same post run with a generic funnel books 2.

I have run this for FueGenix, the hair clinic that went from $5 million to $10 million in 12 months. The funnel below is the exact stack. Copy it.

The 10-Funnel Cookbook in 5 Steps

Step 1: Pick the Right Keyword for Your Post

Bad keywords trigger spam filters or feel generic. Good keywords feel specific to the post topic.

Rules:

• 4 to 8 letters
• All caps in the CTA, the user can type any case
• Specific to the asset name, not the act of receiving (avoid GUIDE, FREE, INFO)
• Memorable on a phone

Good examples: AGENT, REELS, CART, AOV, MARGIN, BOOK, CLOSE, REVENUE, SCRIPT, AUDIT, BANK.

Bad examples: YES, GUIDE, FREE, INFO, OK, NOW, SEND.

The keyword goes in the last line of your caption and in your story sticker. It also goes in your bio for evergreen funnels.

Step 2: Write the Delivery DM That Opens a Conversation

The delivery DM is not a link dump. It does three things in three sentences.

Sentence 1: deliver the link. Sentence 2: give context (what is in the asset, what to look at first). Sentence 3: ask one question.

Template:

Hey, here is the [ASSET NAME]: [LINK]. Page [N] has the [SPECIFIC THING THEY ASKED FOR]. Quick one while you read: [QUESTION about their current setup]?

The question is the funnel. Without it, you have a download. With it, you have a conversation.

Examples of strong questions:

• "What's your average order value right now?"
• "What channel are you running this on, Instagram or WhatsApp?"
• "How many DMs a day do you get?"
• "What's your average ticket size?"
• "Which platform are you on, Shopify or something else?"

The answer tells you exactly which next message to send.

Step 3: Build the 10 Funnels (Copy These)

Each funnel below has: keyword, where to post, the delivery DM, the asset.

Funnel 1. Coach Booking Funnel Keyword: BOOK. Post: "I'm taking 3 new coaching clients this month. Comment BOOK for the application." Delivery: "Hey, here's the application: [link]. It's 4 questions. Quick one, what's your monthly revenue right now?" Use: high-ticket coaches filling spots without ads.

Funnel 2. Cart Recovery Funnel Keyword: CART. Post: "Read it here: https://dmchamp.com/resources/comment-to-dm-funnel-cookbook/" Delivery: "Here are the 25 scripts: [link]. Script 7 is the one that closes most for us. What platform are you running, Shopify or something else?" Use: ecommerce brands losing 70% of carts.

Funnel 3. Real Estate Viewing Funnel Keyword: VIEW. Post: "Read it here: https://dmchamp.com/resources/comment-to-dm-funnel-cookbook/" Delivery: "Hey, here are the open slots: [link]. Are you looking for primary residence or investment?" Use: realtors filling viewings.

Funnel 4. Medspa Treatment Funnel Keyword: GLOW. Post: "Comment GLOW for the consultation special this month." Delivery: "Here's the booking link: [link]. The $200-off applies through Friday. Which treatment are you considering, lasers or injectables?" Use: medspas filling chairs.

Funnel 5. Course Launch Funnel Keyword: LAUNCH. Post: "Comment LAUNCH for the early-bird link before doors close." Delivery: "Here's early-bird: [link]. Closes Sunday midnight. Quick one, what's the result you're hoping to get from the course?" Use: course creators stacking pre-sales.

Funnel 6. B2B Demo Funnel Keyword: DEMO. Post: "Comment DEMO for a 10-minute walkthrough of how this works for [niche]." Delivery: "Here's a 90-second loom: [link]. If it looks good, here's a calendar: [link]. What's your team size right now?" Use: SaaS founders booking demos without SDRs.

Funnel 7. Restaurant Reservation Funnel Keyword: TABLE. Post: "Comment TABLE for tonight's available slots." Delivery: "Here are tonight's openings: [link]. Party size?" Use: local restaurants filling slow nights.

Funnel 8. Fitness Trial Funnel Keyword: TRIAL. Post: "Comment TRIAL for a free week at the studio." Delivery: "Here's the trial pass: [link]. Tap-and-go at the door. Are you trying group classes or 1-on-1?" Use: gyms and boutique fitness.

Funnel 9. High-Ticket Service Funnel Keyword: CLOSE. Post: "Comment CLOSE for the script that closed a $40K hair transplant in DMs." Delivery: "Here's the script: [link]. The objection handling on page 3 is what most agencies miss. What service are you selling right now?" Use: agencies pitching service-based clients.

Funnel 10. Agency Resell Funnel Keyword: AGENT. Post: "Read it here: https://dmchamp.com/resources/comment-to-dm-funnel-cookbook/" Delivery: "Here's the demo: [link]. Watch how the AI handles objections. Quick one, do you currently sell DM automation to clients?" Use: this is the meta-funnel. DM Champ uses it to sign agencies.

Step 4: Set Up the 24-Hour Follow-Up

The first DM opens. The second DM closes.

24 hours after delivery, send:

Hey, did the [ASSET] land yesterday? Curious, what was the one thing you wanted to try this week?

This message does two things. It re-engages the inbox (Instagram suppresses unopened threads, so the read confirms you stay in the algorithm). And it asks a closing question that surfaces real intent.

Replies you will see:

• "I want to try the cart recovery script" -> send next-step CTA
• "I want to set this up but I'm too busy" -> offer done-for-you
• "I don't know if it'll work for my niche" -> send a niche-specific case study
• silence -> automation sends a third message at day 4 with a one-line nudge

Three touches. One asset. One conversation question. One follow-up. That is the full funnel.

Step 5: Measure, Kill, Scale

Track per funnel:

• comments containing the keyword
• DM open rate (Instagram delivery hit)
• DM reply rate
• conversation-to-call conversion
• call-to-paid conversion

Kill any funnel below 10% comment-to-conversation. Double down on any above 30%.

Run the same funnel for 4 weeks before judging. Some posts go viral on day 18. Some die on day 3. The funnel sequence is what stays consistent.

Repurpose the top funnels across stories, reels, and even WhatsApp. Same keyword, different surface.

The Math

A single Instagram post with a 1,000-comment ceiling produces:

• 1,000 comments containing keyword
• 950 DM deliveries (95% match rate)
• 700 DM opens (74%)
• 250 replies (36%)
• 50 calls booked (20% of replies)
• 10 closed clients at $1,000 each (20% close rate)

That is $10,000 in revenue from one post.

The same post with no funnel converts 0 to 5 leads from organic DMs. Funnel is the multiplier.

If you run 4 posts a month with rotating funnels, $40,000 a month in attributable revenue is realistic for an agency or high-ticket coach.

What This Looks Like When DM Champ Runs It

The manual version of this cookbook requires you to watch every comment, type every DM, remember every conversation, schedule every follow-up. By comment 200 you are toast.

When DM Champ runs it, the AI sales agent watches the comments, matches the keyword, delivers the DM, asks the qualification question, handles the reply, books the call, and runs the 24-hour follow-up. You see only the booked calls and the closed deals.

The features that make this work: built-in comment-to-DM automation on Instagram and Facebook, the AI sales agent that holds a real conversation in chat, the campaigns engine for the 24-hour follow-up, the multi-channel inbox so you can see every conversation in one place, and the integrations into Calendly, Stripe, and your CRM.

If you want to skip the manual work, the Pro $297 tier or Agency $497 tier covers this for your whole client base. See /for-agencies/.