Coaches lose more clients in the DMs than anywhere else. Someone comments on a reel, you reply hours later, and the moment has passed. Or you reply quickly but don't know what to say next, so the chat fizzles out.
Below are ten DM templates you can copy today. Each one says when to send it, the message, and why it works. Use them by hand, or set them up as automations so they go out the second someone asks.
Replace anything in [square brackets] with your own details.
Before you start: the three rules of coaching DMs
- Answer the question first. If someone asks for your guide, send the guide before you pitch anything.
- Ask one question per message. Multiple questions in one DM feel like a form. One question feels like a conversation.
- Give a clear next step. Every message should end with something easy to do: tap a button, reply with a word, or pick a time.
Template 1: The comment-to-DM delivery
When: someone comments your keyword (for example PLAN) on a reel.
Hey [first name]! 👋 Here's the free [7-day meal plan] you asked for: [link]
Quick question so I can send you the right extras: are you more focused on losing weight or building strength?
Why it works: it delivers instantly, then asks one easy question. The answer tells you what they care about, and their reply keeps the conversation open under Instagram's messaging rules.
Automation tip: ask them to reply with one word, such as WEIGHT or STRENGTH, and set a DM keyword rule for each so the right next message goes out automatically.
Template 2: The welcome for a new DM
When: someone messages you for the first time without a clear question, such as "Hi" or a heart emoji.
Hi [first name], thanks for reaching out! 😊 I help [busy professionals] [get fit in 30 minutes a day].
What brought you here today? Reply with:
- FREE for free resources
- COACH to work with me
- Or just say hi!
Why it works: it explains who you help in one line and turns an empty "hi" into a choice.
Automation tip: set "Free resources" and "Working with you" as Ice Breakers too, so new visitors can start with a single tap before they type.
Template 3: The qualifying question
When: someone picks "Working with me" or asks about coaching.
Love that you're thinking about it! To point you in the right direction, where are you right now?
1️⃣ Just getting started 2️⃣ Tried before, want to get consistent 3️⃣ Already consistent, want the next level
Why it works: it sorts leads by stage without sounding salesy, and the answer tells you which offer to mention.
Template 4: The value bridge
When: after they answer your qualifying question.
That makes sense. Most of my clients at that stage struggle with [inconsistency because of work travel].
Here's a 3-minute video where I explain the exact routine I give them: [link]
Watch it and tell me if it sounds doable for you?
Why it works: it shows you understand their situation and gives proof of your method before any pitch.
Template 5: The discovery call invite
When: they've engaged with your content and said something positive, such as "This is exactly my problem".
Sounds like we'd be a great fit. 🙌 I do free 20-minute calls where we map out your next 4 weeks, with no pressure to sign up.
Here's my calendar: [booking link]
If none of the times work, reply with a day that suits you and I'll make it happen.
Why it works: it's specific (20 minutes, 4 weeks), lowers the risk ("no pressure"), and gives an alternative so "the times don't work" isn't a dead end.
Template 6: The price question
When: someone asks "How much is it?" before you've talked.
Great question! It depends on whether you'd like [1:1 coaching or the group program], and the details are all here: [pricing or programme page].
Most people find a quick call helps them pick the right one. Want me to send you a time?
Why it works: it answers honestly with a link instead of dodging, then offers the call as help, not a hurdle.
Template 7: The gentle follow-up
When: they took your free resource but didn't reply. Send it within 24 hours of their last message, while Instagram still allows it.
Hey [first name], did the [meal plan] come through okay? 😊
If you try Day 1 today, tell me how it goes. I read every reply.
Why it works: it's a check-in, not a chase, and invites a reply that reopens the conversation.
Template 8: The story mention thank-you
When: a client or follower tags you in their story.
You just made my day! 🥹 Thanks so much for sharing, [first name].
Mind if I reshare this to my story?
Why it works: it rewards the behaviour you want more of and asks permission to reshare, which most people happily give.
Automation tip: turn on MediaDoc's story mention auto-thank so every tag gets an instant reply, then reshare the best ones yourself.
Template 9: The webinar or live reminder
When: someone registered for your free class through a DM keyword, such as CLASS. Send it inside the 24-hour window after they registered.
You're in! 🎉 [Class name] is on [date] at [time IST].
Here's the link to join: [link]
On the day, I'll post a story reminder. Reply LINK to that story and I'll send you the joining link again.
Why it works: it confirms the booking straight away. Because Instagram only allows automated messages within 24 hours of the person's last message, the story on class day gives them a reason to message you again, which reopens the window for the link.
Template 10: The past-client check-in
When: a past client messages you again, for example to share a win.
[First name]!! This is amazing, I'm so proud of you. 💪
A lot of people who finish the program like having a monthly check-in to stay on track. Would that be useful for you?
Why it works: it celebrates first, then offers a natural next step to someone who already trusts you.
How to automate these templates
You don't need to send all ten by hand. Here's how they map to automation in a tool like MediaDoc:
- Templates 1, 6 and 9 work as keyword rules. A comment or DM containing
PLAN,PRICEorCLASSsends the message instantly. - Templates 2 and 3 work as Ice Breakers plus DM keyword rules for each one-word answer, such as
COACH. - Template 8 is the story mention auto-thank.
- Templates 4, 5, 7 and 10 are best sent by you, or as a follow-up step in a flow, because they depend on what the person said.
Everyone who interacts appears in your contacts, where you can add tags and notes such as "weight loss" or "webinar" to see who's warm and follow up personally.
Mistakes to avoid
- Pitching in the first message. Deliver what they asked for first.
- Long paragraphs. Keep each DM under five short lines on a phone screen.
- Following up after the window closes. If 24 hours pass with no reply, automated messages stop. Wait for them to write, or reply personally when it really matters.
- Using the same keyword everywhere. Use a different keyword per offer (
PLAN,CLASS,CALL) so you know what each person wants.
Common questions
How fast should I reply to coaching DMs?
As fast as possible. Interest is highest the moment someone comments or messages. Automating the first reply means they hear back in seconds, even when you're with a client.
Can I send these templates to people who haven't messaged me?
No. Instagram only allows businesses to message people who contacted them first, for example by commenting, replying to a story or sending a DM. Use content and keywords to get people to start the conversation.
Will automated DMs feel robotic?
Not if you write them the way you talk and keep them short. Use the person's first name, one question per message, and step in personally once the conversation gets specific.
Start with one
Pick the template that matches your next reel, Template 1 for most coaches, and set it up today. When it's working, add the qualifying question and the discovery call invite.
Set up your first DM template in MediaDoc, or learn how a DM funnel connects these messages into one flow.