Instagram has become a cornerstone platform for online coaches. It’s where they build authority, share wins, create content, and attract potential clients. But for all the effort coaches put into their reels, stories, and carousels, many are still struggling to close clients. The problem? It’s not their content. According to Brian Mark, a multi-seven-figure coach and author of $10 Million Instagram Funnel: The Blueprint for Online Coaches, the real breakdown is happening in the DMs.
In his new book, Brian pulls back the curtain on what he calls the most overlooked and underutilized tool in a coach’s business: direct messages. While most coaches focus on gaining likes and followers, Brian teaches that real conversions come from conversations. Yet many coaches, despite their best intentions, are sabotaging their sales before they ever have a chance to begin. In $10 Million Instagram Funnel, he identifies the three most common mistakes coaches make in the DMs, and how to course-correct using his proven framework.
The first major mistake is pitching too early. This often stems from excitement or pressure to make a sale, especially when a follower shows even a hint of interest. A coach sees someone vote on a story or like a post and immediately slides into their inbox with a message like, “Hey! I think you’d be a great fit for my program. Want to hop on a call?” While the energy might be positive, the result is often awkward silence. Why? Because the follower isn’t ready. They haven’t been heard. There’s been no conversation, only a leap to conversion.
Brian emphasizes that this approach skips the most important step: discovery. Before a coach earns the right to present an offer, they need to understand the follower’s situation, goals, and pain points. Jumping into a pitch too early makes the interaction feel transactional. Instead of being guided, the follower feels sold to and nobody wants to feel like a target. In his book, Brian teaches coaches how to slow down and ask intentional questions first, creating a space for trust to grow. He shows how to turn engagement into dialogue and dialogue into direction. When a coach takes the time to understand before they pitch, the offer becomes more aligned, more relevant, and far more effective.
The second common mistake is not asking enough discovery questions. Many coaches manage to get someone into a conversation but then default to surface-level chatter or generic replies. They might say, “That’s awesome!” or “I hear you,” without ever diving deeper into the real challenges their potential client is facing. As a result, the conversation stalls or never gains momentum.
Brian’s strategy involves digging beneath the surface. He encourages coaches to ask thoughtful, open-ended questions that uncover the heart of what a follower is going through. Instead of asking, “Have you tried coaching before?” he might suggest, “What’s been your biggest struggle with staying consistent in the last six months?” These types of questions invite vulnerability. They invite honesty. And most importantly, they give the coach the insight they need to truly help.
The discovery phase isn’t just about gathering data, it’s about building connection. When a coach asks the right questions, they position themselves as a guide, not a salesperson. Brian is adamant that coaches don’t need to reinvent their offer for every prospect. They simply need to present it in a way that speaks directly to what that person needs. And to do that, they must first understand who’s on the other end of the conversation.
The third and most damaging mistake is being inconsistent or robotic. In a world of automation and templates, many coaches fall into the trap of copy-pasting the same script into every DM. It might save time, but it strips the conversation of authenticity. Followers can tell when they’re being sent a canned message. They can sense when a reply is impersonal. And nothing kills trust faster than feeling like you’re just another name on a list.
On the other hand, inconsistency can be just as harmful. A coach might start a great conversation, but then forget to follow up. They might reply once and disappear for days. Brian teaches that follow-up is where the magic happens. Most leads don’t convert on the first message, they convert after consistent, thoughtful interaction. He encourages coaches to treat their DM inbox with the same priority they give to content creation. With time-blocking strategies, lead-tracking systems, and intentional message flows, DMs become a source of predictable growth instead of a chaotic afterthought.
In $10 Million Instagram Funnel, Brian provides coaches with a full framework to avoid these mistakes and replace them with a system that works. It’s not about writing longer messages or being constantly online. It’s about showing up with purpose, listening actively, and responding in a way that makes each follower feel seen. He breaks down how to structure each stage of the DM journey, from the first message to the discovery call, in a way that’s both scalable and human.
What sets Brian’s book apart is that it’s not based on theory. It’s built on results. Brian has used this system to generate millions in coaching sales and has taught it to hundreds of coaches who’ve done the same. The proof is in the stories: coaches who went from struggling to close one client a month to fully booked waitlists, simply by shifting how they handled their DMs.
This isn’t about becoming a master closer or turning your inbox into a high-pressure sales floor. It’s about returning to what coaching is all about, helping people. When a coach approaches DMs with empathy, curiosity, and structure, the impact is immediate. Followers become leads. Leads become clients. And conversations become conversions.
Brian Mark’s approach reminds us that success in online coaching isn’t always about doing more. Sometimes, it’s about doing the simple things better. The DM inbox is not a distraction. It’s not a secondary tool. It’s the main stage, where relationships begin, where trust is built, and where sales are made.
For any coach looking to improve their results, build better relationships, and stop leaving money on the table, Brian’s book is the guide. It offers the clarity and strategy that so many coaches are missing, and it does so with heart, not hype.
You can buy your copy of The $10 Million Instagram Funnel now!
To connect with Brian Mark and learn more about his strategies for online coaching success, you can follow him on Instagram at @therealbrianmark. You can also tune into his podcast, The Change Lives Make Money Online Trainer, or check out his YouTube channel, where he shares valuable insights and tips.
