← The Schramko Playbooks

Conversational Conversions

Turn content and emails into conversations that lead to sales.

By James Schramko

• Post a transformational piece of content to your website or socials
• Encourage a conversation
• Encourage a DM or have a conversation starter button. Example: Got a question? Email [your name here]
• Every time you release a new thing (course, podcast, lead magnet, etc.), send an email broadcast about it
• Put reply - "Got a question? Hit reply" on all emails. (Make sure you send from your own email address)
• On any "Cancel membership" request email, reduce friction with this reply: "Hi, I'll get that done. How can I improve? Regards, [your name here]

Social media chat techniques

• New follower: on social media, when someone follows you, send a DM - "Thanks for the follow"
• In stories post "Ask me anything" then follow up everyone who asks a question as well as publish the answer
• Post something extremely relevant or of high value and ask people to comment below if they want it. Then send a private message and start the conversation.
• When you get a summary of your most engaged posters - reach out to them with a DM

Cart abandonment

• When people are slipping away from your membership - email people who stop engaging with: Subject: you ok? Email: [First name], how are you doing?
• Try a new P.S. on emails - P.S. Quick question for you... (Insert question)
• Send a Dean Jackson-style nine-word email. Subject: "Quick question" Body: (First name)... were you still interested in (the result they want)?"

Framework for conversation

1. Where are you at right now?
2. What are your challenges/problems/implications? E.g. What have you already tried? What are you trying to change?
3. Describe your ideal result. E.g. What is the magic wand result?
4. Would you like help with that?
5. I recommend... based on this situation and what you have described and where you want to get to, I would recommend this course of action. I recommend you do this. (Send them a link to your sales page.) Or say "I'm not the right fit for you."

In all communication

• Be casual, like a best friend.
• Must have empathy
• Remember you are doing this to help people be better off. Every single person coming in contact with you or your products will be better off.
• Always use their first name.
• Be patient - never a quick move to the sale.
• Listen to them, let them be heard. Listen to them and respect them and their situation.

TROLL Response Framework

TROLL RESPONSE

What It Is For

Responding to troll comments on your own content with composure, wit, and authority. This gives you more confidence to put yourself out there.

It is not for commenting on other people's posts or debating strangers. It is for protecting your space without losing your cool.

Think of it as a layer of armour to protect you from being wounded easily.

What A Good Response Does

Handles the troll. Maintains your authority. Delivers a subtle comeback or frame shift. Keeps you on-brand.

How To Build A Response

1. Read the comment and pause. Do not react.
2. Decide your tone: Gracious – calm, generous, unbothered Dry wit – subtle, clever, slightly sharp Professional – firm, factual, no emotion Savage – confident, direct, unapologetic (use sparingly)
3. Write a short reply that: Acknowledges just enough to show you read it. Reframes the attack or flips the energy. Plays to the bystanders, not the attacker.
4. Keep it short. One or two sentences maximum.

Examples

Troll says: This guy is just another wannabe guru selling crap. You reply: That is fair if that is your experience. I teach from my own, with results to match.

Troll says: Nobody cares what you think. You reply: You did enough to comment. Appreciate the time.

Troll says: This is trash advice. Can not believe people fall for this. You reply: People only call it trash until it works for someone else.

Troll says: Unfollowing you. You have changed. You reply: Thanks for the time you gave. Good luck out there.

Troll says: This is a scam. You reply: Happy to share results if you are genuinely curious.

When To Use This

When you feel tempted to reply emotionally. When you want to reply, not react. When you need help wording a reply that is firm but professional. When you want to practice status control under pressure.

Pro Tips

Keep it short. Let the troll look loud. You stay calm. Play to the bystanders, not the attacker. When in doubt, go gracious or dry wit. Save your best replies as templates.

What Not To Do

Engage in fights or endless back-and-forth. Use emojis, exclamations, or lol. Encourage toxic behaviour or clapback culture. Ignore the troll entirely if you have decided to respond.

We do not feed trolls. We redirect their energy.