Every adviser wants more leads — but few are willing to do the unglamorous work that gets them.
Most complain that “there are no good leads anymore” or that “ads are too expensive.”
But the truth is, there are hundreds of people already connected to you online who could be your next clients — you’re just not talking to them.
Welcome to the Cold DM Strategy, a simple but powerful method to turn complete strangers into clients using nothing more than your social media accounts.
This is the exact approach that helped Bespoke Financial scale to hundreds of advisers, generate thousands of appointments, and write millions in business — all without relying solely on paid ads.
The Wealthy Adviser Club Vision
Before diving in, let’s talk about the bigger picture.
At the Wealthy Adviser Club, our mission is to change the industry.
We’re here to make advisers happier, healthier, and wealthier — by giving them practical systems that actually work.
Our goal:
Help financial advisers generate more leads, close more sales, and build long-term, meaningful businesses without relying on luck or leads that dry up.
And the cold DM strategy is one of those systems — old-school hustle meets modern psychology.
The Problem with Most Cold Messages
If you’ve ever checked your LinkedIn inbox, you already know what bad DMs look like.
They start with:
“Hi [Name], hope you’re well. I specialise in XYZ and would love to help you save money / grow your business / review your mortgage.”
You delete it before you even finish reading.
Why? Because it screams desperation.
It’s like walking up to a stranger in the street and saying:
“Hi, can you lend me £10,000?”
That’s what most people are doing in their DMs — and that’s exactly why they fail.
The Golden Rule: Warm Them Up First
Even in cold outreach, the first rule of sales psychology still applies:
People buy from people they know, like, and trust.
So before you send any message, you’ve got to warm them up.
Here’s how:
- Identify your ideal targets – e.g. self-employed people, homeowners, or parents.
- Like and comment on 3–4 of their recent posts.
- Be genuine and relevant. Compliment their achievements, congratulate them on a milestone, or ask a simple question about what they’ve shared.
Examples:
- “Congrats on the new job, mate — looks like an exciting move!”
- “What a great-looking property! Is that in [area name]?”
- “Just saw your post about [topic] — that’s class. Where did you find that info?”
The goal isn’t to sell.
It’s to become familiar.
When your name pops up later in their inbox, they’ll recognise you — and that’s half the battle won.
Step 1: Identify Your Cold Audience
You’ve got thousands of potential clients already following you across:
- Facebook
- Instagram
- LinkedIn
Start by filtering your contacts into target categories:
- 🏡 People with mortgages
- 🧒 People with families
- 💼 Self-employed or business owners
- 🏢 Limited company directors
- 💰 Property investors
You can usually tell a lot from a profile picture, job title, or post.
Spend at least 20–30% of your time prospecting — if your diary isn’t full, that’s where your focus needs to be.
Step 2: Build Familiarity (Your Digital Foreplay)
Before sending a message:
✅ Like a few posts
✅ Comment something friendly or curious
✅ Wait a few days before messaging
This isn’t wasted time — it’s sales foreplay.
By the time you DM them, they’ll subconsciously feel like they “know” you.
Step 3: Send the First Message
Once you’ve warmed them up, it’s time to message.
Here are 11 proven DM templates that work for cold outreach — because they’re different, human, and not boring.
💬 Template 1: The Local Connection
“Hey John, random one — I know we’re both in Newcastle and I’ve helped a few locals recently review their mortgage and insurance. Out of curiosity, when was the last time you checked yours?”
💬 Template 2: The Quick Question
“Quick one, mate — do you think you’re overpaying on your mortgage or insurance, or are you one of the rare ones who’s nailed it? 😅”
💬 Template 3: Which Camp Are You In?
“I was reviewing a few mortgage cases today and thought — most people haven’t checked theirs in years.
Are you in the ‘Reviewed Recently’ camp or the ‘Probably Should’ camp?”
💬 Template 4: The Value Swap
“Hey John, I’ve been doing quick 15-min reviews for busy people — helps them save money, and I get my steps in walking to the kettle between calls 😂
Want me to take a look at yours? Totally free.”
💬 Template 5: Two Truths, One Win
“One of two things will happen if we review your cover:
You’ll either save money, or you’ll feel great knowing it’s spot on.
Worth finding out which one?”
💬 Template 6: The Social Proof Nudge
“Just helped a self-employed guy save £140 a month on his mortgage and cover — made me think of you.
When was the last time yours had a check-up?”
💬 Template 7: Quick Maths
“Might sound random, but 10 minutes reviewing your mortgage could mean £1,000 a year back in your pocket.
Would you be up for finding out?”
💬 Template 8: The Would You Rather
“Would you rather keep paying what you’re paying now, or find out if you could get better cover for less? Genuine question.”
💬 Template 9: The Time Ticker
“Most people review their insurance every 3–5 years.
If you had to guess, how long has it been for you?”
💬 Template 10: The Bold Opener
“Serious question — when was the last time your protection policy made you smile? 😅
If the answer’s never, maybe I can change that.”
💬 Template 11: The Straight Shooter
“If I could save you money after a five-minute chat, what would you say?”
Step 4: Follow-Up Like a Pro
Follow-up is where the money lives.
If they don’t reply, don’t panic — and don’t vanish.
Instead, use humour and pattern interrupts:
- “👀 Still waiting for your reply…”
- “John, was it something I said?”
- “Just checking you’re still alive 😅”
- “John, where do we go from here?”
Or even send a GIF — tumbleweed, yawning, checking your watch.
It’s cheeky, but it works.
The goal isn’t to be pushy — it’s to stay memorable.
Step 5: Track Your Messages
Keep it simple:
- Spreadsheet with names
- Links to their profiles
- Which template you used
- Follow-up count (1, 2, 3)
Don’t overcomplicate it.
Track, tweak, repeat.
If you don’t measure it, you can’t improve it.
Step 6: Volume Wins — Every Time
You can’t send 10 messages and expect magic.
If you’re serious about growth, send 25–50 a day.
When Terry tested this method for his coaching business, he sent 500 cold DMs in five days and generated £18,000 in sales.
Imagine what this could do for you when you’re selling something people actually need — like protection or mortgage reviews.
Even at a modest 10–20% reply rate, you’ll have more appointments than most advisers book in a month.
Step 7: The Duty of Care Mindset
This isn’t about pestering strangers.
It’s about helping people.
If you truly believe in what you do — protecting families, helping clients save money, securing their homes — then it’s your duty to reach out.
“We’re not pestering. We’re protecting.
We’re not selling. We’re serving.”
That’s the difference between a salesperson and a professional.
Step 8: Systemise or Delegate
Don’t have time? Hire a VA (Virtual Assistant).
For £3–4 an hour, you can have someone helping with:
✅ Liking and commenting on posts
✅ Sending initial warm-up messages
✅ Tracking replies and follow-ups
Your VA does the groundwork — you handle the calls and closings.
Step 9: Test, Measure, and Evolve
No single message will always work.
Trends change. Audiences change.
Even client psychology changes.
So test different templates, measure the results, and adapt.
The advisers who track and tweak are the ones who win long-term.
Final Thoughts: Stop Waiting — Start Messaging
This industry rewards those who take action.
You’ve got everything you need — your phone, your social media, your message.
So stop overthinking it.
Start now, get perfect later.
“Your next sale might be one message away.”
Ready to Master Cold Lead Generation?
Join the Wealthy Adviser Club for exclusive access to:
✅ Weekly live sessions on sales, lead generation, and AI tools
✅ Full DM and follow-up script library
✅ Access to our private adviser community
✅ One-to-one support to help you grow
No ads. No gimmicks. Just proven, repeatable systems that make financial advisers wealthier — one message at a time.