8 Rules to Get More Leads on Instagram
Lessons from capturing over 1 million leads on Instagram over the 12 months
These are 8 ‘rules’ I’ve learned over the last 2 years from helping clients and customers rake in over 1 million leads on Instagram
(Here’s a few screenshots for the proof)
There’s a few shifts that you need to make and a simple hybrid system that you should run if you want to max out engagement and max out your lead potential on Instagram.
I’ll lay them out as my 8 Rules To Get More Leads On Instagram
The 8 Rules:
The 1-Hour Test
Simplicity Scales
Design Is a Delay Tactic
Insights Beat Instructions
Automate Delivery, Not the Relationship
The Money Is in the Follow-Up
Don't Bait and Switch
The Lead Magnet Is the First Yes
Bonus: Use lead magnets to build trust
Rule #1: The 1-Hour Test
If they can't get a win in 60 minutes, it's not a lead magnet—it's homework.
This lead magnet should solve a very specific pain point and do it pretty damn fast. Most creators build lead magnets that are Canva templates, overly complex, not clear, doesn't have clear outline or end goal or outcome. It's just a bunch of things thrown on a list and given out.
That's not going to do anything for credibility or trust or to move the needle or to solve one specific thing to prove that you are the competent person to solve their problems.
What this means: This needs to be a little slice of the pie. You solve one specific thing to where they go, "Oh, that was great. Let's see what else he could do."
The reality: Copy → paste → dopamine. Nothing more. If it takes longer than an hour to implement, you've created homework, not a lead magnet.
Rule #2: Simplicity Scales
No logins, no gimmicks. Just open and use.
Your lead magnet shouldn't require logins, app downloads, or hoops to jump through. When they enter their information, they should immediately get access to something stupidly simple—a PDF or Google Doc they can open, read, copy, paste, and act on.
Friction kills leads. Spending time building it in Notion when your audience doesn't use Notion? That's a problem. This should be part of their everyday flow.
Know your ideal customer and what tools they actually use. If they live in Google Docs, don't force them into fancy portals they've never heard of. Make it seamless and part of their routine from the jump.
Every friction point kills 30% of your leads. A familiar Google Doc beats a pretty PDF that requires three steps to access.
What this means: More opens = more impact.
Rule #3: Design Is a Delay Tactic
Pretty doesn't convert. Simple does.
All the people out there trying to use Canva, be a designer, and add logos, colors, fonts—it doesn't really matter. You're better off making a Google Doc that states the outcome, gives them the outcome, and makes it copy and paste rather than spending your time worrying about design.
Your audience does not care unless you're Ferrari or some big fancy high-end brand. Speed trumps design every time.
What this means: You're not Ferrari. Your customers don't care about fonts—they care about fixes. A clean Google Doc that solves their problem beats a beautifully designed PDF that took 6 days to create.
The reality: Done > pretty.
While you're perfecting gradients, your competitors are capturing leads with simple solutions that actually work.
Rule #4: Insights Beat Instructions
AI gives tips. You give results.
Everyone and their brother can go to YouTube or ChatGPT and get step-by-step instructions, so your content doesn't stand out. Your lead magnet doesn't look unique, interesting, or fresh.
But what happens when you start sharing your insights? Suddenly it becomes one of one. It's a unique perspective that they can't get anywhere else, and you hold the magic key to unlocking this specific pain point.
That's why insights over information. You need to share perspective and give them something to latch onto that isn't just another "5 tips for growing on Instagram"—that's played out.
What this means: Everyone has ChatGPT now. What they don't have is your hard-won insight from real experience. "Here's what worked for me" trumps "10 tips anyone could Google."
The reality: That's why this is "8 Rules," not "8 Tips." Rules come from experience. Tips come from research.
Rule #5: Automate Delivery, Not the Relationship
Fast + frictionless, but still human.
Yes, you can use ManyChat to automate the delivery of the lead magnets and to automate your DMs.. but that doesn’t mean you have to be a robot — or go full tilt automation and never interact with people.
I’m actually delusional about this.
I still keep my notifications on (and yes I still see every DM that comes in)
In a world of ChatGPT and AI replies, isn’t it best to keep the closest connection to another human …well.. human?
That’s what I like to do: Automate the delivery (speed) and follow up manually (human connection).
But I truly believe it’s best to treat it like a hybrid system
Not full on automated, and not all manual (and definitely don’t sub it out to a VA in the another country (that will just crush your long term reach)
The best automation feels human.
The worst feels like a chatbot had a stroke.
Automate the delivery system, but keep the follow-up personal.
People buy from people, not workflows.
What this means: Our highest-converting "automated" DMs still sound like I wrote them at 2 AM.
And even more so,
Rule #6: The Money Is in the Follow-Up
The lead is the start. Follow-up is the sale.
Your lead magnet gets them in the door. Your follow-up gets them to buy. Most creators nail the bait, then ghost the hook. The real money is in message #2, #3, and #4.
What this means: I've seen $10K months built on terrible lead magnets with killer follow-ups.
Rule #7: Don't Bait and Switch
Deliver exactly what you promised. No fluff.
If you promise "5 templates," give them 5 templates—not 3 templates and 2 examples. Trust is earned through over-delivery, lost through under-delivery. Your reputation is your business.
What this means: Exceed expectations on the free stuff, and they'll pay for the premium.
Rule #8: The Lead Magnet Is the First Yes
One quick win earns trust. That trust earns the sale.
Your freebie isn't just a lead capture tool—it's a trust-building exercise. Make it the obvious setup for your deeper solution. One tiny problem, one tiny fix. Get them one win, and they'll come back for more.
What this means: Make your freebie the natural first step toward your paid offer.
How to game the Instagram Algorithm to show my lead magnet to more people
Let my stories expire the day before so you’re starting fresh with a clean slate. Yes, this still works extremely well to ‘reset’ the algorithm and show it to more people.
I’d post 1 story and 1 story only and let it run for 24 hours straight
That story would be designed a specific way (example at the bottom of the article) to maximize engagement
It would use a Keyword CTA and ManyChat to automate the delivery of the lead magnet
Once they DM me, I’d structure the DM automation to have a conversation that has multiple back and forth messages (this will tell Instagram that it’s a quality story and show it to way more people — trust me on this one)
I’d also include a ‘Delay’ and a follow up message a few hours later to get back inside the conversation with the lead
I’d follow a proven DM selling script to qualify the lead in the DMs (without a sales call)
I’d repeat this process weekly.
Simple as that.
If you want the full system that teaches you how to do this yourself → watch it here
Want to find high converting lead magnets fast? —do this one simple thing
Want a fast way to see what's actually working in the market right now?
Do this one simple thing:
Go to X (Twitter) and search "like & comment", then press enter.
You'll see a litany of posts where creators are using this as their lead magnet CTA. A quick check of the engagement stats will tell you:
Which lead magnet topics are taking off
Which ones are flopping
What formats people are responding to
How different niches are positioning their offers
Pro tip: Look for posts with high engagement but low follower counts. Those are the hidden gems - creators who nailed the hook but don't have massive audiences yet.
What to look for:
Tons of comments
High view metrics
Known names responding
Visuals in the post
Here are a few examples:
Each one has a scroll stopping visual, follows the same copywriting flow, and has a killer hook to start it off.
These work on X, Threads, Instagram Stories exceptionally well. They’re basically a masterclass on how to pitch your lead magnet to get more engagement and DMs.
This is real-time market research that most creators never think to do.
Spend 10 minutes here before creating your next lead magnet, and you'll skip months of guessing.
Remember: The market tells you what it wants.
Your job is to listen, then deliver it better than anyone else.