Hey Reader,

Today, I want to talk about how BJ’s Product Manager (PM) coaching business went from $5k/mo to $19k/mo within 3 months.

BJ is a product manager turned coach. He is a 40-year-old dad of 6. YEP 6!

He coaches PMs on how to get promoted.

He dreamed of one thing: replace his salary so he could coach full-time.

But…

• He struggled to acquire consistent clients
• He wasn’t sure which service to focus on
• Hated marketing & social media
• He had limited time for his family, job, and business

We met in October 2024 where he was making $5k/mo and in January 2025, he hit $19k/mo

If the picture didn't work, here's the link​

So this is how we did it

Phase 1: Build an Irresistible Offer

BJ offered a range of services. However, we want to niche down and develop one irresistible offer. Because a stronger offer increases

• Response rates
• Close rates
• Pricing
• Revenue

So, instead of guessing, we conducted market research.

Obviously, every PM wants to get promoted and earn more money. But, without the right language, we’ll get lost in everyone’s inbox without a response.

We surveyed 15 - 20 PMs. Asking questions like

• What is their absolute dream come true?
• What is their current situation? What is the current problems they’re trying to solve?
• What is their nightmare scenario? What is the worst possible things that could happen if something didn’t change?
• What alternative solutions have you tried in the past? Did they work at all?
• What is the perfect guarantee of results you’re looking for?

The output is one clear offer, outcome, and CTA.

• I help Product Managers get promoted within 6-months on a pay-on-results basis
• I help [Avatar] achieve [dream outcome] within [Time frame] on a [Guarantee]

We used the new offer and verbiage to enrich these assets.

• Solution and product
• Website + Socials
• Hero Story + Content + Testimonials
• Marketing Scripts + Guarantee

Next month, we hit $19k. The most important thing we did? Building a strong marketing script

Phase 2: DMs that Print Cash

Next, we replaced his low-response-rate LinkedIn cold DMs with my DM Barrage System - a 4-step outbound engine.

This gives us a lever (outbounds) to turn leads into calls booked and $$$.

BJ went from booking 1-2 calls a month to 21 calls in the first month.

The DM Barrage system consists of

1. Outbound Message + 2 Follow-up Message (FUMs) —> The outbound message calls out their dream outcome and grabs their attention.
2. Offer Message + 7 FUMs —> Once interested, we provide more info about the offer
3. Calendly Link + 7 FUMs —> We provide our calendly to schedule our call
4. Call Booked —> We confirm the call
5. Boomerang —> Re-engage interested clients who no-showed, didn't reply, etc.
6. Re-hit Campaign —> Hit the same leads again

The key to this marketing script is simple:

• Highlight the dream outcome, not features
  • For example, would you rather “build a compelling offer” or “add $10k/mo to your business?” Same process, but one gets ignored, and the other gets calls booked
• Use their keywords - People think in their own terms, so call these out
• Provide proof with client results

I won’t share BJ’s script, but here are the templates:

Outbound Message:

• Hey [name], if we could [dream outcome + risk reversal], would you be interested?
• Spice it up with a client result

Offer Message:

Calendly Link:

Call Booked:

• "Sweet! Chat Soon."

Unfortunately, this work is quite tedious. Luckily, I have a solution: automation and delegation.

Phase 3: Automate Everything

BJ had no time to send 300+ outbounds (LinkedIn Limit) and FUMs manually per month (Remember, he has 6 kids).

So, we automated everything and hit $19k/mo in Month 3 and $18k/mo in Month 5.

To automate LinkedIn,

• We created a saved search full of our leads with Sales Navigator
• We hired a virtual assistant to - Here’s how
  • Max out connections - FYI, don’t include a connection message. People respond less.
  • Send outbounds + inmails
  • Automate responses
  • Track data
• Tracked data with my LinkedIn Campaign Tracker

Our campaign apppointment booking rate (Calls Booked/Outbounds) targets are 2%. BJ’s was 8%.

The best part is that BJ is still reaping the benefits. His clients absolutely love him!

So, an irresistible offer and cold outbound prints $$$

• You don’t need a big audience. You need an irresistible offer
• Don’t try to solve everything. Niche down and own one outcome
• Cold Outbound is very effective and lucrative
• LinkedIn can detect you for using software, so rely on VAs
• Automate your marketing ASAP
• Pull your leads into an audience you own, like a newsletter

If you're struggling adding $5k - $10k/mo to your business, reply to this email and tell me how I can help

​Song of the week - Kendrick is in LA, so an oldie but a goodie!