Building a Comment-to-DM Lead Magnet Funnel
What it does: turns a post into a machine. Someone comments a keyword, gets a public reply, and receives the resource by DM, automatically.
Run it when: you have a post worth reading and a resource worth sending.
Time: 30 minutes to wire, once the document exists.
Before you start
The document written, even as a private draft
A hook post drafted but not yet published
A sending account decided
The keyword checked against every other live funnel
The steps
1. Understand the chain before you build it.
Post with a comment CTA, someone comments the keyword, they get a public reply, then a private DM with a tracked link to the resource. Only comments trigger it. Nothing else in the system watches anything else.
2. Write the CTA in exactly one shape.
"Comment PLAYBOOK and I will send it over." A DM-style CTA, "DM me the word", breaks the funnel completely, because DMs are not watched. It also breaks the automatic keyword extraction from the post body, so the campaign cannot find its own trigger.
3. Choose a keyword that cannot hide inside other words.
Matching is a case-insensitive substring check against the whole comment. "AI" matches "wait", "email" and "again". "SEND" matches half of all comments. Pick one distinctive word, short enough to type on a phone, and check it against every other active funnel: two live funnels sharing a keyword send one commenter two resources from two senders.
4. Make the document first.
It does not need to be public. Delivery happens over a private per-lead link regardless, and editing the document later updates what already-delivered links show. SOP 21, Building the Document Behind the Funnel covers what goes in it.
5. Wire the campaign before the post publishes.
One call binds post, keyword, document and sender together. Wire first, publish second, otherwise every early commenter sits in silence until somebody notices.
6. Attach a sender explicitly.
If you do not, the hook post's own publishing account gets attached when the post publishes, which is fine for an unpublished hook. A post that is already live, or one with no account bound, leaves the campaign with no sender and activation is refused.
7. Write the two messages, or let them generate.
The public comment reply is short and carries no link. The DM carries the tracked resource link. You can write both yourself, which is the better option when the brand voice matters, and read them back before activating.
8. Know that an already-published post still works.
If the post went out through Reachium, you can wire it retroactively and the funnel enrolls everyone who already commented the keyword, working through the backlog steadily. An engaged existing post is often the strongest hook available.
9. Expect a delivery lag for people who are not connected.
They get the public reply immediately and the DM once the connection exists. The funnel auto-accepts their pending invitation rather than sending one, so it spends no invite capacity. This is by design, not a fault.
10. Watch two numbers after launch.
Keyword comments with no deliveries means the wiring is wrong. Lots of comments with low connection acceptance means the audience is not warm enough yet, and the answer is more personal posting before the next funnel.
Do this / Not this
Do this | Not this |
|---|---|
"Comment PLAYBOOK and I will send it over" | "DM me the word PLAYBOOK" |
A distinctive keyword | "AI", "SEND", "YES" |
Wire the campaign, then publish | Publish and wire it afterwards in a panic |
Attach a sender deliberately | Assume one will be resolved |
One post, one funnel, one promise | Two live funnels sharing a keyword |
Deliver exactly what the post promised | Bait and switch, which kills the next funnel |
Done when
Keyword chosen, checked for substring collisions, and identical in the post and the campaign
Document attached, or a delivery message written
Hook post linked, still unpublished if possible
Sender attached and confirmed
Both messages read back before activation
The funnel arms only when the post publishes, and someone is watching the first hour of comments
