How to Use a Messenger Conversion Framework to Score Leads!

How to Use a Messenger Conversion Framework to Score Leads!

written by Houston Golden
Founder & CEO, BAMF Media
November 5th, 2021
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Do you have Facebook Messenger?


Your prospect most probably has Messenger, too.

Here’s the thing, there are 1.3 billion Facebook Messenger users in the world.

Let that sink in for a sec.

Now, are you using Facebook Messenger for lead generation or nurturing?


Today, we’ll fix that.

In this guide, I’ll walk you through using Facebook Messenger conversion frameworks to score leads, nurture them, and convert them into paying clients.


The Importance of Messenger Conversion Frameworks

Your digital goal should be omnichannel marketing.

You need to be present everywhere.

This doesn’t mean that you should be throwing marketing messages on every platform at every second of the day.

But, it does mean that your audience should feel your presence no matter where they are, from time to time.

Here’s the thing.

Facebook Messenger conversion frameworks aren’t for every prospect.

Some prospects might not feel like it’s professional to transact Messenger, but for a lot of people, it could be a way for you to get a lead.

This is especially true for the following:

  • If you’re running a Facebook ad and someone engages with the content that you’re putting out.
  • For people commenting on groups.
  • If you want to contact someone you’re already “friends” with on Facebook

Here’s the ultimate Facebook targeting guide!

Now, how do you pull off a Facebook Messenger conversion framework?

Messenger is a casual place to interact and engage with people.

So, if you want to do well in a casual conversation, you need to consent to engage with people.

The first people you want to focus on are your warm leads.

These are people who have commented on your posts or ads. Possible prospects that have liked or reacted can be considered less-warm, but you can slide into their inboxes later on.

One way to get consent is to tag them directly and reply to their comment.

For example:

“I love your take on this, can I send you a PM? ?”

Or, you could first continue the conversation:

“That’s great, also did you *add a point to their point*”

When they reply, then ask them if you can send a PM.

So, now the question is: what do you do when they don’t reply?

You can do two things.

  • Message them directly
  • Send them a good resource
  • And, start a conversation (we’ll show you how)

So, how do you start a conversation?

Starting the Conversation

The best tip on starting a conversation on Facebook?

Make it about them.

This is a casual place, so the normal rules of conversation take precedence.

Whenever you meet someone new, you want the topics to revolve around them because it gives them space to talk about themselves, and people like doing that.

Here are the steps to follow:

  • Tell them why you’re messaging them
  • Make it about them
  • Add value to their space

Here are a couple of example messages:

Hi *prospect name*! I saw your comment on my post! That was pretty *adjective*, I wanted to ask you a question or two about your situation, is that cool? I want to see if I can help out. ?

Notice that we used an emoji?

Yes, you’re allowed to use them on Facebook Messenger because it’s a casual place to interact with people.

Here’s how you can use LinkedIn emojis!

You could also go with this approach:

Hi *prospect name*! I saw your comment on my post! That was pretty *adjective*. Maybe this will help you out:

*Send a resource*

Let me know what you think!

If you follow this approach, you can then, hit them up with a follow-up!

Hey, what did you think of the resource? ?

The Body of the Conversation

This is not a sales discovery/triage call.

Say that with me.

However, you still want to ask questions, so you need to make these questions count.

Check out the 21 Questions to Ask on a Sales Discovery Call!

Let’s divide this into four parts.

What’s going on with them now?

This pertains to challenges that are facing.

So you can ask questions about how their business is looking like, what is it that they do, are they managing their goals well, what kind of leads are coming through, and if they are satisfied, etc.

This type of questioning makes it about them and is also a form of subtle sales discovery.

You want to frame these questions to make it about them to get them talking. Make your concern genuine.

What’s the goal?

Now it’s time for you to ask questions about the future.

You want to help them get somewhere, but they need to tell you about their destination.

This way you can also see if the solutions that you’re offering bode well for their needs.

What’s stopping them from reaching it?

Now, make them stop for a moment and think about what could cause them to fail.

You’re not selling yet here.

But, you want to know what they need so that you can see if it’s a good fit.

You’ve already helped them paint a picture of an ideal future.

Now, it’s time for you to work on this emotion, and work out plans of making their goals concrete.

That starts with the challenges that they are facing right now.

Just a little more qualification

Lastly, ask them a little about it what they’ve tried so far.

What do they think went wrong with a previous solution or if they want to try something else.

Help Them!

Before you even get them on a call, you’ve got to help them.


You need to give out value before you get them to do anything for you.

It takes a little giving to get something in return, and in this case, you want to show them that you’re someone that has value so that they can trust you enough to buy into what you have to offer.

A good way of doing this is to give them straight advice or to use an example of a client that you’ve helped in the past that has dealt with the same problem.

Here’s a quick example:

*insert advice to their growth goals here*

*hit send*

You know, this reminds of a similar situation with a client that we had *insert situation here*

*hit send*

But, I think that you can achieve *insert their goal here*

*hit send*

Trust me ?

Now, remember, keep things to the point and as short as possible.

You don’t want to write an essay because it won’t help them at all. In fact, the more you write, the more they’ll either be intimidated or you might even sound pushy.

If you want a tip, use your phone to type because a lot of your prospects will probably be replying to you via their phones, too.

Now, Prep Them for a Call

Now that you’ve shown value, you’re almost golden.

You want them to reply and maybe continue the conversation for just a little while.

Then, I would go something simple like:

You know what, why don’t we get on a quick call this week, I think I can help you solve *insert their challenge here*. Are you down for that? ?

It doesn’t have to be anything complicated.

It just has to be causal enough to organically fit into the conversation.

Ghosted? Follow Up

Don’t be too eager.

We covered this even in our SMS nurture sequences guide.

You want to make it feel as casual and organic as possible.

Here’s what you say if they make you wait.

30 Minutes

Still there?


Hope you didn’t forget about me ?

1 Day

Noooo, you ghosted me ?


Are you still around or did you leave me lol ?

More Than 1 Day

Don’t message them, but interact with their posts throughout the week.

Then, you can restart the conversation by checking up on them and how they’ve been doing then pick up from where you left off.

Bonus: Hitting Them Up Directly for The Sale

We don’t usually do this, but it’s advisable if you can tell if the person is a really hot lead.

So, how do you find out?

Sometimes they ask for the price right upfront, or they’re really chatty with their comments.

Here’s a template you can follow:

Hi! Loving the comment ? Let’s get on a call next week if you want so that I can help you with it!

You down?

This is a super direct way to do it and you should reserve it only when you need to do it.

The organic method is still the best.


As you can see, creating a Facebook Messenger conversion framework isn’t rocket science.

It’s personal.

You want to establish a relationship with your prospect by showing them that you give out value.

Then, you swoop in and try to get them into a call with you.

It’s that simple.

If they don’t convert now, you can always follow up on them by engaging with them.

Just make sure you don’t try too hard and you’re good to go.

Happy messaging!

About the Author

The name's Houston Golden. I'm the Founder & CEO of BAMF — a company I've grown from $0 (yes, really) to well over $5M+ in revenue over a span of 5 years.

How did I do it? Well, it's quite simple, really. I've helped hundreds of business owners and executives get major traction (because when they win, we win), I tell all on this blog.

Growth hacking is a state of mind. Follow along as I explore and expose the unknown growth strategies and tactics that will change the way you think about marketing.
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