Lois McKenzie

Million-dollar verbal carpentry | Copywriting & messaging strategy that has earned our clients $8M+ in sales and $4M+ in capital.

I still regret not trusting myself earlier in my career.

Let me explain...

I’ve been writing my whole life.

Not in the ‘fell out of the womb clutching a Moleskine’ kind of way — just in the obsessive, all-consuming, borderline embarrassing kind of way.

Poems. Fan fiction. Blog posts I still pray never resurface. Song lyrics. Letters to my parents, my best friend, and yes… the Queen. (She replied).

But when it came time to choose a career, I didn’t call myself a writer.

I called myself an advertising exec.
Then a digital marketer.
Then a social media strategist.
Eventually, a copy & contentwriter — but only in lowercase and only if someone asked directly.

Because somewhere along the way, I absorbed a story that shaped everything: 
Writing wasn’t real work.
It wasn’t safe.
It wasn’t serious.
It wasn’t something you could trust with your future.

I was scared of being the “starving artist”
Scared of being too soft. Too much. Too honest.
Scared that if I actually told the truth — about what I saw, what I felt, what I believed — people would stop listening.

So I built an entire career writing every single day, while hiding behind more "acceptable" titles.

And I didn’t even realise I was doing it.

Because that’s how self-censorship works.
It’s quiet. Familiar. It sounds like professionalism.
It looks like strategy.

And yet it leaves you disconnected from the very thing that makes your work powerful: your voice.

Most people that think they have a copy problem actually have a truth problem.

They’ve been told to write for the algorithm, not for their audience
To say the thing that sells, not the thing that matters
To be consistent, polished, “on-brand” — but never real

They’ve built whole businesses, brilliant offers, visionary work — while diluting their sharpest ideas.
Editing out their actual opinions.
Trimming their voice to fit what’s palatable, digestible, marketable.

That’s where I come in.

I help people say the thing they’ve been scared to say —
in a way that moves, matters... and sells.

I work with entrepreneurs, creative teams, writers and founders who are ready to stop performing and start communicating with clarity, conviction and actual creative power.

When we work together, you’ll:

Reclaim the parts of your voice you’ve been taught to tone down.
Share ideas that make people stop scrolling — and start trusting.
Build a strategy around self-expression, not self-censorship.
Take the things that make you weird / brilliant / niche / intense — and turn them into your advantage.

This is where your most powerful work begins.

Founder

We’re known for creating content that looks, feels and sounds like you. Content that builds authority, brings more eyes to your work and shines a light on your mission. Content that positions you as the expert that you are and gives you the platform you need to drive change.

In short: content that positions you as the obvious choice.
 
We're the secret ingredient to leveraging your expertise so that you can increase your impact, visibility and authority without needing to increase the time you spend online.
 
...and without your message losing its authenticity and integrity.

What we do: ghostwritten authority and thought leadership content, web copy, copywriting & strategy and LinkedIn VIP days.

We. Land. Clients. >>> Finally… know exactly what to say in the DMs *and in your posts* to land juicier clients🌹Join THE GARDEN🌹

Look, you're probably leaving money on the table with your DMs. 

Not because you're an idiot...

But because you're treating them like an afterthought instead of what they actually are: your most direct line to closing deals. 

You want to set more calls and close more clients.

But you don't want to...

- Hand over your DMs to a cookie cutter call setting agency 
- Trust your untrained VA with the task
- Give prospects the "ick" or come across as salesy

Maybe you’ve felt the pain of hiring an "affordable" DM setter in the past. 

- Leads fell through the cracks
- Fumbled conversations with great prospects 
- Incalculable lost revenue in missed opportunities 

You learned the hard way that "winging it" in the DMs led to infinitely more money in lost potential revenue. 

It’s time to increase conversions without compromising your voice or values. 

We will recruit, train, and manage your DM setting team...

And create a streamlined sales process to:

- Handle conversations with finesse
- Set qualified sales calls
- Never burn bridges by being salesy 

DM me “SALES SYSTEM” to learn more.

Justin Fowler-Lindner

Moving back in with my mom at 29 felt like failure. It saved me.

I'd always felt like I had "bad energy."

Like I needed to remove myself from people.

Take care of myself. Handle my problems alone.

But that year taught me something I'd never learned:

How to receive.

Love. Support. Help.

And here's the insight that changed everything:

If you can't receive love and support, it affects your ability to give it.

Most coaches are terrible at receiving.

They won't delegate.

They won't accept feedback.

They won't let anyone help.

They think doing it all themselves is strength.

It's not.

It's a limitation.

The ability to receive is a prerequisite for the ability to give at scale.

You can't grow a team if you won't let them help.

You can't improve your sales process if you won't accept input.

Where are you refusing to receive in a way that's limiting your growth?

I help coaches close their Soulmate Clients with less sales calls | Increase your close rate on sales calls & in the DMs | Anti-Bro Sales (still sell like h*ll) | Your Local DM Dopamine Dealer🍃

You're booking 15 sales calls a week and closing 3.

That's not a pipeline problem. That's a pre-qualification problem.

Here's what's actually happening:

You're not bad at sales.

You're just talking to the wrong people.

The problem isn't your close rate.

It's that nobody qualified the lead before they got on your calendar.

So you spend an hour on a call with someone who was never going to buy.

Then you do it again.

And again.

And you start thinking you need better objection handling, or a different offer, or maybe just more calls.

You don't.

You need someone in your DMs doing the work before the call ever gets booked.

Pre-qualify the conversation.

Pre-sell the outcome.

By the time they show up on your calendar, the decision is basically already made.

Fewer calls.

Higher close rate.

More revenue with less of your life on Zoom.

That's the shift.

What's your current call-to-close ratio? Drop it below. Curious where most coaches are sitting right now.

Kevin hit $50K/month.

Cool.

But here's what actually changed his life:

He took two weeks off.

Completely off. No DMs. No calls. No "just checking in."

His business made $47K while he was gone.

Same systems. Same setter. Same everything.

Just without him.

That's the point.

Not the revenue number.

The freedom to step away and have your business keep running.

Here's what most coaches get wrong:

They build businesses that can't survive without them.

Then they call themselves "successful" while being trapped.

Real success is a business that works when you don't.

Everything else is just an elaborate prison with good pay.

When's the last time you took a real vacation without checking your phone?

Your setter sent 100 DMs today.

(That number is meaningless.)

"I sent 100 DMs!"

Cool.

How many turned into conversations?

How many of those turned into productive sales conversations?

How many of THOSE turned into booked calls?

Here's what most coaches track:

→ DMs sent

Here's what actually matters:

→ Conversion rate between each step

100 DMs but only 2 conversations? Messaging is garbage.

10 conversations but 0 calls? Qualifying is broken.

10 calls but 1 close? Pre-selling needs work.

The numbers tell you exactly where the problem is.

But only if you're tracking the right numbers.

Stop celebrating activity.

Start measuring conversion.

Your setter should track:

→ DMs sent

→ Conversations started

→ Productive sales convos

→ Calls booked

→ Deals closed

Then look at the RATIOS between each step.

What's your setter's conversation-to-call ratio?

5 reasons your setter is booking calls that never close:

→ 1. They're optimizing for the booking, not the fit. A call on the calendar feels like a win. It's not. An unqualified call is just a future wasted hour.

→ 2. They're pitching too early. The moment a lead feels sold to, they go cold. Your setter's job is to make the lead want to get on the call, not convince them to.

→ 3. They don't know what problem you actually solve. If your setter can't articulate your offer in plain English, your leads can tell. Confusion kills deals before the call even starts.

→ 4. They're following a script when the conversation goes off-script. Which it always does. Scripts break the moment a real human says something unexpected.

→ 5. Nobody debriefed after a lost deal. Your setter has more intel on why leads go cold than anyone. If you're not reviewing conversations together, you're leaving the most valuable data in your business on the table.

Fix these 5 things and your close rate will go up without changing a single word of your sales call.

Which one of these is costing you the most right now?

My client cut her weekly sales calls from 12 to 5. Her revenue went up.

Same offer. Same price. Same leads. One thing changed.

She runs a high-ticket coaching program.

Leads were coming in consistently from her content.

But 90% of her calls were with people who weren't ready, weren't qualified, or were never going to buy.

She was exhausted.

And starting to hate sales.

We put a setter in her DMs with one job: have a real conversation before any call gets booked.

No script.

No funnel steps.

Just figure out if this person is actually a fit. If they are, make them excited to show up.

Six weeks later she was closing 1 in 3.

Same offer.

Same price.

Same leads.

The only thing that changed was what happened before the call.

She went from 12 calls a week down to 5.

And her monthly revenue went up.

She told me last week she actually enjoys sales calls now.

Which, honestly, felt like a miracle to her.

The bottleneck was never the call.

It was everything before it.

Has your pre-call process ever cost you a deal you should have closed? Let me know below.

I've spoken to 47 coaches this year who told me they were "almost ready" to hire a setter.

They're still answering every DM themselves at 11pm. I know because I did the same thing.

The idea of someone else in your DMs feels terrifying.

What if they say the wrong thing?

What if they come across as pushy?

What if the lead can tell it's not you?

So you keep doing it yourself.

All of it.

Every follow-up.

Every objection.

Every "let me think about it" that goes nowhere.

And slowly, the business that was supposed to give you freedom becomes the most demanding job you've ever had.

Here's the thing nobody tells you:

The fear isn't really about the setter messing it up.

It's about what happens if the setter doesn't mess it up.

Because then you have to admit you've been the bottleneck the whole time.

That's a harder thing to sit with.

But it's also the thing that changes everything.

What's the hardest part of your business to let go of? Genuinely curious.

Day 9 of my 30 day challenge to make $1k with my first sales MicroSaaS or I shave my beard.

I never planned to build an agency. I just listened to what clients wanted.

Started by landing my own clients through DMs.

People asked how I was doing it.

I shared. That turned into paid consultations.

Higher-level clients wanted done-for-you.

So I built that.

CallSetting.com wasn't a grand vision.

It evolved from listening.

Here's what most coaches get wrong:

They sell what they think clients need.

Not what clients are actually asking for.

They create elaborate offers based on imagination.

Then wonder why nobody buys.

Real businesses evolve by listening.

Your best product ideas don't come from your head.

They come from your clients' mouths.

Stop forcing a predetermined vision.

Start paying attention to what people are already trying to buy.

What are your clients asking for that you keep ignoring?

I'm giving away the exact DM Close Cheat Sheet we use at CallSetting.com to train our setters and coaches... for FREE.

Inside, you'll discover:

→ The complete DM closing framework that turns DM conversations into closed deals (not just booked calls)

→ How to run proper discovery in the DMs so you understand the prospect's real pain, their specific goals, and the deeper motivation behind both

→ How to present your offer in the context of the prospect's specific situation so price feels small compared to what they're getting

→ The "sell the next step" technique that gets prospects excited to invest, not pressured into it

→ When to close in the DMs vs. when to book a call (knowing the difference is a competitive advantage most coaches don't have)

This cheat sheet will help you:

- Close high-ticket deals without requiring a sales call for every prospect
- Dramatically improve your conversion rates by meeting buyers where they're most comfortable
- Give your setters a real sales process instead of "book calls and hope"
- Stop putting all your conversion pressure on your personal call performance

Want it?

1) Comment "CLOSE" on this post

2) Connect with me (DMs only go to connections)

Bonus: Repost this ♻️ and I'll include our real DM close conversation examples so you can study exactly how deals get closed without ever getting on a call.

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The Battle

Lois McKenzie

Justin Fowler-Lindner

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The Battle

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Justin Fowler-Lindner

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Justin Fowler-Lindner's LinkedIn Performance

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