What makes a lead magnet DM work?
The person asked for something specific a few seconds ago. The DM's job is to hand it over without friction and make sure it gets opened. Everything else is noise. These templates are written for lead magnet delivery by comment keyword, using comment to DM.
- Deliver in the first message, unless you are collecting an email. Then deliver in the very next one.
- Name the thing. "The 7-day meal plan", not "the resource".
- Point to one page or tip, so the link gets opened, not saved for later and forgotten.
- Keep it to three short lines. It should read in the notification preview.
- Follow up with something new, not the same link with "just checking".
Lead magnet DM templates for creators
Public reply
Sent, check your DMs
DM
Hey {first_name}, here's the recipe book: {link} Start with the 15 minute pasta on page 6.
Follow up
Did you try one yet? The pasta is the one people message me about.
Public reply
On its way to your inbox
DM
Here are the presets, {first_name}: {link} Install steps are inside. Use Golden on indoor shots.
Follow up
Did they install OK? Reply if anything looks off and I'll help.
Lead magnet DM templates for shops and brands
Public reply
Guide sent
DM
Hi {first_name}, here's our linen care guide: {link} Short version: cool wash, line dry, and it gets softer every time.
Follow up
If you ever want a spare set, this takes 10% off: {code}
DM
Two minutes, five questions, one pair of jeans that actually fits. Here you go, {first_name}: {link}
Follow up
Got your result? Your fit is waiting here: {link}
Lead magnet DM templates for coaches and course creators
Public reply
Sending it now
DM
Hi {first_name}, the workbook is ready. What's the best email for it? I'll send the PDF plus a short video on how to use it.
Follow up
Here's your workbook: {link} Do page 1 tonight. It takes ten minutes.
DM
Here's the 5-step pricing framework, {first_name}: {link} Most people skip step 2. Don't.
Follow up
Which step was hardest? Reply with the number. I read every answer.
Lead magnet DM templates for local businesses
Public reply
Pass sent, see you soon
DM
Hi {first_name}, here's your free 7-day pass: {link} Show it at the front desk. Monday 6pm classes are the friendliest start.
Follow up
Booked your first class yet? The timetable is here: {link}
DM
Hi {first_name}, here's the first-time buyer checklist for the area: {link} If you want a second pair of eyes on a listing, just reply here.
Follow up
Anything on the checklist you'd like explained? Happy to walk you through it.
Lead magnet DM templates for agencies and client accounts
Public reply
Sent to your DMs
DM
Here's the Instagram audit sheet we use with clients, {first_name}: {link} Tab 2 scores your last 10 posts.
Follow up
Want us to run it on your account? Reply YES and we'll send you a time.
DM
Hi {first_name}, here's the 2026 onboarding report: {link} Chapter 3 has the email sequence most teams end up copying.
Follow up
Was the report useful? We run a 20 minute walkthrough every month: {link}
Put a lead magnet DM on your next post
Paste a template into ReplyRep, set the keyword and send the first one free.
How do you adapt these templates?
- Keep the shape, swap the nouns: name, what it is, the link, one reason to open it.
- Pick your tease. One specific page, recipe or step beats a summary of the whole thing.
- Match your caption voice. If you write lowercase with no punctuation, so should the DM.
- Decide on email first. If you collect it, the DM asks and the follow up delivers. See the email capture templates.
- Rewrite the follow up so it adds a tip, a question or the next step.
- Test it. Test every template from a second account before the post goes live. Setup takes about four minutes, and a test comment shows you exactly what a follower will see.
For the principles behind these, read Instagram DM copy that converts. To draft new variations quickly, try the DM template generator.
Which caption call to action goes with these DMs?
The caption has to say the keyword and the payoff in the first line, before Instagram cuts it off. Our list of comment keywords that work has more options.
- "Comment GUIDE and I'll DM you the free recipe book."
- "Want the checklist? Comment BUYER and it's in your DMs."
- "Comment PASS for a free week at the gym. I'll send it by DM."
- "Comment WORKBOOK and I'll send it to you. Free, no catch."