Group Coaching · Marketing

Leads:
Where they come from
and how to
actually get more.

Identifying real leads, running masterclasses that fill your calendar, and the follow-up that turns interest into bookings.

What a lead actually is Lead temperature Masterclasses Follow-up systems
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Today's session

What we're covering today

About 40 minutes, then straight into your to-do list
01
What a lead actually is
And the three temperatures every lead falls into — so you always know what to say next.
02
Where your leads are hiding
The places they show up before they book a call — most coaches only fish in one or two spots.
03
Masterclasses as a lead machine
Why they work and how to build one properly using the 5-part structure.
04
Channels: Stories, reels, posts, Facebook, email
How most coaches use these to follow, not to convert — and how to flip that.
05
Common mistakes that kill leads
Easy to fix once you know what to look for.
06
Your to-do list for this week
The fun part. Real tasks, not at you for action — pick even two and move the needle.
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Definition

What actually
is a lead?

Not every follower. Not every like. A real lead is someone who has done something specific that shows interest in working with you — not just your content.

They've taken a step toward you.
Commented asking a question
Downloaded a freebie
Replied to a story poll
Joined a challenge or waitlist
Sent a DM asking something specific
Registered for a masterclass
Simple rule of thumb
If you don't have their name, email or DM thread — if you can't message them — they're an audience member, not a lead yet.
Important distinction
Your ideal clients are your person — but random followers aren't leads yet. A lead could become a client. A follower might not.
Why this matters
Once you know who's a real lead, you stop wasting energy on vanity metrics and start having the right conversations at the right time.
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Lead temperature

Every lead has a temperature

Knowing where someone sits tells you exactly what to say to them next.

Cold
Started following after a reel popped up on their feed
Watched a few stories but never replied or reacted
Liked a post but didn't comment
A friend tagged them in something
Checked out your profile from a competitor's page
Your move: Keep showing up with helpful content. Don't pitch — nurture. Build familiarity.
Warm
Commented something that showed they needed your help
Downloaded a free guide or meal plan from your form
Replied to a story poll ("yes I struggle with this too")
Sent a DM asking something specific like training days per week
Registered for a masterclass, challenge or Facebook group Q&A
Your move: Start a conversation — no pitch yet. Ask questions. Show you see them. Be genuinely engaging.
Hot
DM'd asking "how much is coaching with you?"
"I'm keen, what are the next steps?"
Asked about your current availability
Asked about what you do online or for how long
Booked a consult call off their own back
Your move: Send the link — don't over-explain. They're ready to talk. Move quickly and be direct.
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Lead sources

Where your leads are hiding

Most coaches only fish in one or two of these spots — and wonder why enquiries are inconsistent.

Organic Content
Reels, carousels and posts that show your expertise and attract people who are already looking for what you offer.
→ The long game that compounds
Referrals
Happy clients sending people your way — the easiest lead you'll ever get. Ask for it more intentionally.
→ Easiest lead you'll ever get
Existing List
Past enquiries and people who didn't quite book yet. Hold these — they're warm leads who needed more time.
→ Don't ghost your old list
Masterclasses
Free live sessions that let people experience you naturally. They do the selling for you before a booking call even happens.
→ Builds trust at scale
Paid Ads
Put you in front of people who don't follow you yet. Amplify what's already working — not a shortcut if the offer isn't clear.
→ Amplify what's working
Reply & DM
Reply to everyone who engages — instead of just getting a like from someone else. Start real conversations.
→ Stop replying to feel active
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Lead generation

Why masterclasses work
so well for leads

They do the convincing for you — before a booking call ever happens.

1
They build trust fast
People get to experience how you coach and explain things, live — before committing to anything.
2
You teach, they win
Give someone one real result during the session. That alone makes you worth talking to more.
3
The pitch feels natural
You're not cold-calling. You're an expert in action — and your offer is the logical next step.
Why it scales
You're speaking to your whole list at once — instead of having 20 separate DM conversations simultaneously.
20 separate cold DM conversations
One live room full of warm leads
Explain yourself in every DM
They've already seen you in action
Hope the right person sees a post
Invite them directly to a live event
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Structure

Anatomy of a lead generating masterclass

The same 5-part structure works whether it's 20 minutes or 60 — don't overcomplicate it.

1
The Hook
Name the exact problem your audience is dealing with right now. Make them feel seen in the first 60 seconds.
2
Teach One Real Win
Give them something they can use today — not a teaser with no substance. Real value = real trust.
3
Show the Gap
What this one win doesn't solve on its own — and why that's completely normal. That's the bridge to your offer.
4
The Soft Pitch
Introduce your program as the logical next step — not a hard sell. You've earned the right to mention it.
5
Clear CTA
One simple action: book the call. Say the link out loud and drop it in chat. Don't make them hunt for it.
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Promotion strategy

Promoting your masterclass

Spread it out. One post the night before won't fill the room — build a 2-week run-up.

2 Weeks Out
Announce it
Post, story and one email telling people exactly what they'll walk away with
Be specific about the outcome — not just the topic
Drop the registration link everywhere
1 Week Out
Remind & tease
Share a quick tip from the content as proof it's worth their time
Post a "behind the scenes" or prep moment
Re-share registration link with a countdown
Day Of
Last call
Morning story reminder: "Starting tonight, link in bio"
Personal DM to your warmest leads — the ones who've been engaging
Link in bio, pinned post and stories all pointing to registration
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Promotion channels

Channels to spread the word

Use a few of these together — each one reaches people at a different stage.

Instagram Stories
Daily countdowns, polls and link stickers. Quick, low-effort reminders that keep it top of mind.
→ Daily, low effort
Reel
A short, gripping hook moment or behind-the-scenes look that gives a reason to register.
→ Show don't just tell
Feed Post
The full announcement with details, results and a testimonial post to build trust and show credibility.
→ Announce properly
Facebook Community Group
Pin a personal note and let it open a question — warmth over a megaphone approach.
→ Personal, not broadcast
Email Blast
Send it through your platform — Klaviyo, Mailchimp or similar. Highest intent audience you have.
→ Highest intent audience
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The system that converts

The follow-up that actually converts

Most leads aren't lost in the masterclass. They're lost in the days after it — because no one followed up.

Golden rule: Every single attendee gets followed up with. Twice. No exceptions — not even the quiet ones who didn't say a word.
Day
1
Thank you message to everyone who showed up
Send the replay link. Don't pitch — just appreciate. Let them revisit the content.
Day
1–2
Personal DM to anyone who asked a question or stayed until the end
Reference what they said — make it feel specific, not automated. This converts.
Day
3
Email with a quick case study or result you taught
Back it up with social proof — reinforce the trust you built in the session.
Last
Call
Simple, no-pressure close
"Still keen to chat about this?" — that's it. No essay, no desperation. Just a door left open.
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Watch out for these

Common mistakes that kill your leads

Easy to fix once you know what to look for.

No clear next step
Ending a masterclass or post without telling people exactly what to do. No CTA = no conversion. Make it obvious.
Pitching too early
Before you've actually taught them anything of value. Lead with a real win — then your offer becomes the obvious solution.
One-and-done follow-up
Sending a single message and assuming "they weren't interested" when there's no reply. Follow up at least twice — always.
Talking at, not with
No questions asked — leads need to feel seen to move forward. Ask something specific so they feel like you get them.
No way to track who's warm
Not knowing who engaged so hot leads go cold while you figure it out. Keep a simple list — even a notes app works.
Inconsistent disappearing acts
Vanishing for two weeks and then wondering why leads went cold. Consistency beats intensity every time.
Good news: Every single one of these is completely fixable — and fixing just two or three of them will immediately change your conversion rate.
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Action items

Your to-do list for this week

Pick what fits you right now. Even two of these will move the needle.

Write down a one-line lead definition
Define what a hot lead looks like in your own words — specific to your business and niche.
Tag your last 20 DMs and comments
Label each one as cold, warm or hot. Understand your current pipeline before you grow it.
Lock in a masterclass date and topic
Just commit to a date. You don't need the whole plan — start with the date, then build backwards.
Draft your masterclass hook
What's the one problem you'll teach people to solve? Write your opening hook line — that's the hardest part done.
Build a promo plan using the 3-stage timeline
Map out what you'll post 2 weeks out, 1 week out and on the day. 5 posts minimum.
Set a reminder: follow up with every attendee, twice
Block time in your calendar to follow up after your next masterclass — before you forget who showed up.
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Remember this
Leads aren't luck.
They're a system.
Know the temperature Show up where they're hiding Run your masterclass properly Follow up every single time

Once you know the system, you stop hoping for leads and start generating them consistently — week in, week out.

Questions? Let's talk it through.
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01
Title
02
Agenda
03
What's a Lead?
04
Temperature
05
Hiding Spots
06
Masterclasses
07
Anatomy
08
Promoting
09
Channels
10
Follow-up
11
Mistakes
12
To-Do List
13
Closing

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