A 4-principle system for turning cold connections into clients.
Most DMs fail because they try to sell. This is the exact framework Kasey uses to get replies, find the real problem, and earn the action, without ever sounding like a pitch.
The money is in the conversation.
Humans love buying. They hate being sold to. The second someone feels a pitch coming, the walls go up. You don't have to be better than everyone in the inbox. You just have to be different, and almost nobody is being a real person.
Message #1 has exactly one job: a reply. Not a sale, not a call. Sound human and give them something easy to laugh at or say yes/no to. Think first text, not marriage proposal.
"Are you building on LinkedIn, or just here for the content?"
A long, open-ended, AI-sounding question with zero homework. Instant ignore.
Become the doctor. A doctor doesn't prescribe before asking questions, the questions are what create authority. Ask until you find a real problem you can help with.
"Is one platform treating you better than another right now?"
Jump to "want to hop on a call?" You haven't earned it yet.
Once you know the problem, hand over something useful tied to it: a tip, a resource, a quick win. Law of reciprocity. Give first, and they feel the pull to give back.
"Pro tip, vertical photos do really well on LinkedIn." Specific and free.
Withhold it all to "save for the call." Generosity is the move.
Only now do you point to the next step, and keep it light. Because you led with value, the ask feels like a favor returned, not a pitch.
"I made a free guide on exactly this, want me to send it?"
Stack three asks at once. One clear action, tied to the problem.
A real DM exchange, annotated so you can see each principle fire. Notice nobody ever gets "sold."
Gail kept engaging, started commenting on every lead-magnet post, then emailed with questions. Kasey just kept helping. When Brick by Brick opened for cohort three, Gail was the first person to join. No close. Just a conversation that earned it.
Don't message at random. Work warmest to coldest.
Anyone liking or commenting on your content. Warmest of all.
"10 minutes in an airport? These get talked to first."
Connected in the last 24 to 48 hours. A simple "great to be connected" opens it.
"Bucket two has made me the most money."
Net new. Connect, no pitch, then act human with a homework-based question.
Works even on founders and CEOs.
Move the sliders. See what one focused hour a day compounds into.
These are illustrative numbers, not a guarantee. The point is the compounding, not the exact figure.
Shares divided by impressions. Aim for 0.3 or higher (0.5 is strong). A share means it mattered enough to pass on. A viral post can still flop here: Kasey's Serena post hit huge reach at just 0.02.
The longer someone stays on a post, the more likely they share it. The frame: stop, stay, share. Review the numbers quarterly, not daily, so you don't chase noise.
Treat LinkedIn like a room at a conference, not a research project. Walk up, be human, start the conversation. Tap any line to copy it, then make it 10x more you.
Four prompts, one per principle. Paste any into Claude or ChatGPT, fill the blanks, and get a human DM you can send. Tap "Copy prompt," then make it sound like you.
A first message whose only job is to earn a reply.
Good questions that surface a real problem to help with.
One genuinely useful tip, no strings attached.
Invite one next step, framed as a favor, not a sale.
This is the short version of what we teach inside Brick by Brick.
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