# Leonardo Maldonado

Founder @ SetLuca

Leonardo Maldonado is the founder of SetLuca. He is a software engineer with years of experience building products at companies around the world, and he built Luca to help coaches reply faster, sound like themselves, and book more calls without hiring a setter.

He builds the product and writes every playbook on this blog. Both come from the same work: reading how coaches sell in a DM thread. The opener that earns a reply, the qualifying question that does not read like a form, the price answer that holds. He turns that into something that survives contact with a real inbox.

## What he writes about

- DM sales for online coaches
- Instagram and WhatsApp lead qualification
- Sales conversation design
- Follow-ups that win back ghosted leads
- Coaching offer pricing

## Elsewhere

- [leonardomso.com](https://leonardomso.com)
- [LinkedIn](https://www.linkedin.com/in/leonardomso)
- [X](https://x.com/leonardomso)
- [GitHub](https://github.com/leonardomso)

## Written by him

- [Best Time to Send a Cold DM: What the Data Says](/blog/best-time-to-send-cold-dm)
- [AI Setter vs Chatbot: What's the Difference?](/blog/ai-setter-vs-chatbot)
- [How to Recover From an Instagram Shadowban](/blog/how-to-recover-from-instagram-shadowban)
- [Best Instagram DM Tool for Coaches: 7 Tested Picks](/blog/best-instagram-dm-tool-for-coaches)
- [AI Setter for Consultants: How to Get Consulting Clients](/blog/ai-setter-for-consultants)
- [Best Instagram AI Chatbot for DMs in 2026: 8 Tools](/blog/instagram-ai-chatbot)
- [Sales Call Script for Coaches: The 40-Minute Frame](/blog/sales-call-script-for-coaches)
- [How to Handle the "I Can't Afford It" Objection in DMs](/blog/how-to-handle-i-cant-afford-it)
- [Best Instagram CRM Tools in 2026: 8 Compared](/blog/instagram-crm)
- [How Do AI Appointment Setters Work? A Step-by-Step Guide](/blog/how-ai-appointment-setters-work)
- [AI Setter for Yoga Instructors: Get Yoga Clients Online](/blog/ai-setter-for-yoga-instructors)
- [Do I Need a Setter or a Closer? How to Decide in 2026](/blog/do-i-need-a-setter-or-a-closer)
- [AI Setter for Relationship Coaches: How to Get Clients](/blog/ai-setter-for-relationship-coaches)
- [Does ManyChat Work With Telegram? Yes (2026 Guide)](/blog/does-manychat-work-with-telegram)
- [Setter AI (TrySetter) Review & Alternatives](/blog/setter-ai-review)
- [Objection Handling in DMs: 12 Objections, 36 Replies](/blog/objection-handling-in-dms)
- [Instagram Auto-DM to Sell Challenges & Digital Products](/blog/instagram-auto-dm-to-sell)
- [AI Setter for Executive & Career Coaches: How to Get Clients](/blog/ai-setter-for-executive-coaches)
- [ManyChat AI Review (2026): Useful, Not a Setter](/blog/manychat-ai-review)
- [How to Close High-Ticket Clients Without a Sales Call](/blog/close-high-ticket-without-a-sales-call)
- [The AI Setter Built for High-Ticket Coaching Offers](/blog/ai-setter-for-high-ticket-coaching)
- [WhatsApp's 24-Hour Rule: What Coaches Can and Can't Send](/blog/whatsapp-24-hour-window)
- [Build an Instagram DM Funnel That Books Calls](/blog/instagram-dm-funnel-for-coaches)
- [How to Cancel ManyChat (2026): Steps and Refunds](/blog/how-to-cancel-manychat)
- [How Appointment Setters Get Paid (Salary vs Commission)](/blog/appointment-setter-commission-rate)
- [AI Setter for Life Coaches: How to Get More Clients](/blog/ai-setter-for-life-coaches)
- [The Safest Instagram DM Automation Tool for Coaches](/blog/safest-instagram-dm-automation-tool)
- [Comment-to-DM Automation: The 2026 Playbook](/blog/comment-to-dm-automation)
- [SetSmart Review: Who It's For (and Who It's Not)](/blog/setsmart-review)
- [High-Ticket DM Scripts That Don't Sound Desperate](/blog/high-ticket-dm-scripts)
- [Inro Pricing (2026): Every Tier, Explained](/blog/inro-pricing)
- [Instagram Story Reply Automation Without Getting Flagged](/blog/instagram-story-reply-automation)
- [AI Setter for Dating Coaches: How to Get More Clients](/blog/ai-setter-for-dating-coaches)
- [Instagram DM Scripts to Book More Coaching Calls](/blog/instagram-dm-scripts-to-book-calls)
- [How to Get Coaching Clients from Instagram DMs](/blog/get-coaching-clients-on-instagram)
- [ZeroChats Review (2026): First Honest Look at EUR 497/mo](/blog/zerochats-review)
- [Instagram DM Automation Rules: Allowed vs Banned in 2026](/blog/instagram-dm-automation-rules-2026)
- [Do AI Setters Actually Work? What the Evidence Says](/blog/do-ai-setters-work)
- [The DM Follow-Up Sequence That Reopens Dead Leads](/blog/dm-follow-up-sequence)
- [AI Setter for Mindset Coaches: How to Get More Clients](/blog/ai-setter-for-mindset-coaches)
- [ManyChat Pros and Cons (2026): The Honest List](/blog/manychat-pros-and-cons)
- [Telegram for Coaching Business: Where It Fits and Doesn't](/blog/telegram-for-coaching-business)
- [ManyChat Alternative for Coaches: 8 Tools Compared](/blog/manychat-alternative-for-coaches)
- [How to Sell in the DMs Without Being Salesy](/blog/how-to-sell-in-the-dms-without-being-salesy)
- [Coaching Lead Generation: What Actually Works in 2026](/blog/coaching-lead-generation)
- [Best DM Channel for Coaches: Which Books More Calls?](/blog/best-dm-channel-for-coaches)
- [AI Setter for Nutrition Coaches: Get More Clients](/blog/ai-setter-for-nutrition-coaches)
- [ManyChat Review (2026): Honest Take from a Rival](/blog/manychat-review)
- [How Much Does an AI Appointment Setter Cost in 2026?](/blog/how-much-does-an-ai-appointment-setter-cost)
- [The 5-Minute Rule: Why DM Response Time Wins](/blog/dm-response-time-speed-to-lead)
- [WhatsApp for Coaches: The High-Open-Rate Lead Pipeline](/blog/whatsapp-for-coaches)
- [Is ManyChat Safe? The Truth About Shadowbans](/blog/is-manychat-safe)
- [Should You Hire an Appointment Setter? A Coach's Guide](/blog/should-i-hire-an-appointment-setter)
- [DM Sales Funnel for Coaches: The 6-Stage System](/blog/dm-sales-funnel-for-coaches)
- [SetSmart vs ManyChat vs Luca: Which Should Coaches Use?](/blog/setsmart-vs-manychat)
- [Instagram Account Warm Up: A 7, 14 and 28-Day Protocol](/blog/instagram-account-warm-up)
- [AI Setter vs Human Setter: The Real Cost Breakdown](/blog/ai-setter-vs-human-setter)
- [AI Setter for Business Coaches: How to Generate More Leads](/blog/ai-setter-for-business-coaches)
- [Can You Get Banned for Instagram Automation?](/blog/can-you-get-banned-for-instagram-automation)
- [How to Book Calls from Instagram DMs: 5-Step System](/blog/book-calls-from-instagram-dms)
- [How Many DMs Can You Send on Instagram Per Day? (2026)](/blog/how-many-dms-can-you-send-on-instagram-per-day)
- [The Best AI DM Setters for Coaches in 2026](/blog/best-ai-dm-setter)
- [WhatsApp vs Instagram DMs: Which Books More Calls?](/blog/whatsapp-vs-instagram-dms)
- [How Much Does an Appointment Setter Cost? (And When AI Wins)](/blog/how-much-does-an-appointment-setter-cost)
- [The Price Conversation in DMs: How to Answer "How Much Is It?"](/blog/the-price-conversation-in-dms)
- [How to Get Online Fitness Coaching Clients with AI](/blog/ai-setter-for-fitness-coaches)
- [Lead Qualification Questions for Coaches (to Ask in the DMs)](/blog/lead-qualification-questions-for-coaches)
- [Instagram DM Automation for Coaches: What's Allowed in 2026](/blog/instagram-dm-automation-for-coaches)
- [Instagram DM Openers That Get Replies: 12 Scripts](/blog/instagram-dm-openers-that-get-replies)
- [The Best SetSmart Alternative for Coaches](/blog/best-setsmart-alternative-for-coaches)
- [How to Automate Instagram DMs with AI (The Safe Way)](/blog/how-to-automate-instagram-dms-with-ai)
- [Hire a Setter vs AI: A Coach's Decision Framework](/blog/hire-a-setter-vs-ai)
- [How to Make Your AI DMs Sound Like You (Not a Bot)](/blog/make-ai-dms-sound-like-you)
- [Is Instagram DM Automation Safe in 2026? An Honest Answer](/blog/is-instagram-dm-automation-safe)
- [The Multi-Channel DM Playbook for Coaches](/blog/multi-channel-dm-playbook)
- [How to Close Clients in the DMs (Without Being Salesy)](/blog/how-to-close-clients-in-dms)
- [What Is an AI DM Setter? (And How It Books Calls)](/blog/what-is-an-ai-dm-setter)