# Leonardo Maldonado

Founder @ SetLuca

Leonardo Maldonado is the founder of SetLuca. He built SetLuca so coaches, creators, and experts can reply faster, write the way they always do, 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.

## Why I built SetLuca

Most coaches I talk to are not short of leads; they are short of answers. DMs land at midnight, on a Sunday, in the middle of a client session. A setter closes that gap until you have taught them your offer and watched them leave. I built SetLuca to do that same job, taught once, in the way the coach writes.

## What he writes about

- DM sales for coaches and creators
- 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

[169 playbooks](https://setluca.com/blog), every one on the blog.

- [How to Get Freelance Clients via Cold DM (2026)](/blog/how-to-get-freelance-clients-via-cold-dm)
- [The Best CRM for Coaches (2026)](/blog/best-crm-for-coaches)
- [Sales Call No-Show Follow-Up Message: 15 Scripts](/blog/sales-call-no-show-follow-up-message)
- [Instagram Auto Reply for Coaches: Setup + 20 Message Examples](/blog/instagram-auto-reply)
- [AI DM Setter for Creators: How to Monetize Your Audience Without Faking It](/blog/ai-dm-setter-for-creators)
- [Instagram Call to Action to Drive DMs: 14 Scripts](/blog/instagram-call-to-action-to-drive-dms)
- [Q4 Planning for Coaching Business Owners: The Quarter Review](/blog/q4-planning-for-coaching-business)
- [What Does Lead Mean on Instagram? The DM Label, Explained](/blog/what-does-lead-mean-on-instagram)
- [How to Avoid Getting Banned on Instagram](/blog/how-to-avoid-getting-banned-on-instagram)
- [Appointwise Review (2026): Pricing, Free Trial and Who It's For](/blog/appointwise-review)
- [How to Get Weight Loss Coaching Clients Online](/blog/how-to-get-weight-loss-coaching-clients-online)
- [How to Create a High-Ticket Coaching Offer](/blog/how-to-create-a-high-ticket-coaching-offer)
- [How to Ask for the Sale Without Being Pushy: 14 Scripts](/blog/how-to-ask-for-the-sale-without-being-pushy)
- [How to Sell on Telegram as a Coach in 2026](/blog/how-to-sell-on-telegram)
- [Telegram Welcome Message Example: 12 Scripts Coaches Can Copy](/blog/telegram-welcome-message-examples)
- [AI Setter vs SDR: Cost and Performance Compared](/blog/ai-setter-vs-sdr)
- [How to Get More DMs on Instagram From Your Content](/blog/how-to-get-more-dms-on-instagram)
- [AI Closer vs Human Closer: What Only a Human Should Do in a Sale](/blog/human-vs-ai-closer)
- [Is Instagram Automation Against Terms of Service?](/blog/is-instagram-automation-against-terms-of-service)
- [The Best Chatbot for Coaches in 2026](/blog/best-chatbot-for-coaches)
- [How to Get Career Coaching Clients in 2026](/blog/how-to-get-career-coaching-clients)
- [Sales Funnel for Coaches: How to Build One That Runs in the DMs](/blog/coaching-sales-funnel)
- [The Best Time to Follow Up With a Lead](/blog/best-time-to-follow-up-with-a-lead)
- [TikTok DM Automation for Coaches: What Works Now](/blog/tiktok-dm-automation)
- [AI That Books Calls Automatically: How It Works](/blog/ai-that-books-calls-automatically)
- [Instagram Reels Ideas for Coaches That Start DMs](/blog/instagram-reels-ideas-for-coaches)
- [Black Friday Offers for Coaches (Without Discounting)](/blog/black-friday-offers-for-coaches)
- [Can ChatGPT Respond to Instagram DMs?](/blog/can-chatgpt-respond-to-instagram-dms)
- [CloseBot Review and the Best CloseBot Alternative for Coaches](/blog/closebot-alternative)
- [How to Get Physique Coaching Clients Online](/blog/how-to-get-physique-coaching-clients-online)
- [How to Price Coaching Packages (With Real Math)](/blog/how-to-price-coaching-packages)
- [Story-Reply DM Opener: 12 Scripts That Start Chats](/blog/story-reply-dm-opener)
- [Messenger vs Instagram DM for Business: Which Wins?](/blog/messenger-vs-instagram-dm-for-business)
- [25 ChatGPT Prompts for Instagram DMs That Book Calls](/blog/chatgpt-prompts-for-instagram-dms)
- [New Year Coaching Launch Prep: Build January in October](/blog/new-year-coaching-launch-prep)
- [How to Get Coaching Clients Before the End of the Year](/blog/how-to-get-coaching-clients-before-the-end-of-the-year)
- [How to Grow a Coaching Instagram Account in 2026](/blog/how-to-grow-a-coaching-instagram-account)
- [Will AI Replace Appointment Setters? An Honest Answer From the Company Selling One](/blog/will-ai-replace-appointment-setters)
- [A WhatsApp AI Appointment Setter for Coaches](/blog/whatsapp-ai-appointment-setter)
- [WhatsApp Business API Pricing: Are Service Replies Still Free?](/blog/whatsapp-service-message-pricing)
- [Instagram Content Ideas for Coaches That Start DMs](/blog/content-ideas-for-coaches)
- [No-Show Rate for Booked Calls: Real Benchmarks and Fixes](/blog/booked-call-show-up-rate-benchmark)
- [ManyChat vs Chatfuel: Which Is Better for Coaches?](/blog/manychat-vs-chatfuel)
- [WhatsApp Business Setup for Coaches: The 2026 Guide](/blog/whatsapp-business-setup-for-coaches)
- [I Need to Talk to My Spouse Objection: 12 DM Scripts](/blog/i-need-to-talk-to-my-spouse-objection)
- [Does AI DM Automation Actually Work?](/blog/does-ai-dm-automation-actually-work)
- [Setter AI Pricing (2026): Credit Plans and What They Really Cost](/blog/setter-ai-pricing)
- [Lead Ghosting Statistics: How Often Coaching Leads Go Silent](/blog/lead-ghosting-statistics)
- [Cold DM Opener That Gets a Reply: 14 Scripts](/blog/cold-dm-opener-that-gets-a-reply)
- [How to Sell an Online Course in the DMs](/blog/ai-setter-for-course-creators)
- [Telegram Channel vs Group for Coaching: Which to Use](/blog/telegram-channel-vs-group-for-coaching)
- [How to Set Up an AI Setter (Step by Step)](/blog/how-to-set-up-an-ai-setter)
- [Voice Notes in DMs for Sales: How Coaches Close](/blog/voice-notes-in-dms-for-sales)
- [DM Opener Performance Data: Reply Rates by Opener Type](/blog/dm-opener-performance-data)
- [Instagram Action Blocked: How to Fix It in 6 Steps](/blog/how-to-fix-an-action-block-on-instagram)
- [How to Fill a Group Coaching Program: A Launch Playbook](/blog/how-to-fill-a-group-coaching-program)
- [How to Turn a DM Into a Sales Call (Without Losing the Lead)](/blog/how-to-turn-a-dm-into-a-sales-call)
- [How Does Instagram Detect Automation (and Bots)?](/blog/how-instagram-detects-automation)
- [How to Create Urgency in Sales Without Being Pushy](/blog/how-to-create-urgency-without-being-pushy)
- [How to Automate Your Coaching Business with AI](/blog/how-to-automate-your-coaching-business)
- [Is Cold DMing Dead? What the Data Says in 2026](/blog/is-cold-dming-dead)
- [Instagram DM Character Limit and How Many DMs Per Hour Is Safe](/blog/instagram-dm-rate-limit-per-hour)
- [AI Appointment Setter ROI: How to Run the Numbers](/blog/ai-appointment-setter-roi)
- [GoHighLevel AI Appointment Setter: Can It Replace a Setter?](/blog/gohighlevel-ai-appointment-setter)
- [The Best Chatfuel Alternative for Coaches](/blog/chatfuel-alternative-for-coaches)
- [Lead Nurture for Coaches: The Follow-Up System](/blog/lead-nurture-for-coaches)
- [Instagram for Real Estate Agents: Turn DMs Into Clients](/blog/ai-setter-for-real-estate-agents)
- [NEPQ Questions for the DMs: 15 Discovery Scripts](/blog/nepq-discovery-questions-for-dms)
- [A Messenger Chatbot That Qualifies Leads](/blog/facebook-messenger-bot-for-lead-qualification)
- [How to Get Coaching Clients in September (Back-to-School)](/blog/how-to-get-coaching-clients-in-september)
- [AI DM Follow-Up Automation: The Rescue Cadence](/blog/ai-dm-follow-up-automation)
- [GoHighLevel Conversation AI Review (2026): Honest Take](/blog/gohighlevel-conversation-ai-review)
- [Is Instagram DM Automation Allowed? What Meta Actually Permits](/blog/what-meta-allows-for-dm-automation)
- [Setter AI Alternative for Coaches: 7 Tools Compared](/blog/setter-ai-alternative-for-coaches)
- [How to Reduce No-Shows on Sales Calls: The 5 Levers](/blog/how-to-reduce-no-shows-on-sales-calls)
- [How to Get Clients as a Personal Trainer](/blog/ai-setter-for-personal-trainers)
- [Why Do Leads Ghost You? (And How to Bring Them Back)](/blog/why-leads-ghost-you)
- [Unified Inbox for Coaches: One Screen for Every DM](/blog/unified-inbox-for-coaches)
- [What Is ManyChat, and Do You Actually Need It?](/blog/do-you-need-manychat)
- [Instagram DM Response Rate Benchmarks for Coaches](/blog/instagram-dm-response-rate-benchmark)
- [AI Lead Qualification in DMs: How It Works, Step by Step](/blog/how-ai-qualifies-leads-in-dms)
- [Instagram New Account Limits: The First Week](/blog/instagram-new-account-limits-first-week)
- [AI Appointment Setter: The 8 Best Tools Compared (2026)](/blog/best-ai-appointment-setter-software)
- [Discovery Call Questions and Script for Coaches That Convert](/blog/discovery-call-script-for-coaches)
- [How to Get Health Coaching Clients Online](/blog/ai-setter-for-health-coaches)
- [The Re-Engagement DM That Revives Cold Leads](/blog/re-engagement-dm-for-cold-leads)
- [10 Free ManyChat Templates for Coaches (2026)](/blog/manychat-templates-for-coaches)
- [How to Train ChatGPT to Write Like Me (and Keep DM Replies Accurate)](/blog/how-to-train-ai-to-reply-in-your-voice)
- [How Many Follow Ups to Book a Call? What the Data Says](/blog/how-many-follow-ups-to-book-a-call)
- [ManyChat Pricing (2026): Every Plan and What It Really Costs](/blog/manychat-pricing)
- [How to Book More Sales Calls as a Coach: 4 Levers](/blog/how-to-book-more-sales-calls)
- [How to Get Clients for a Marketing Agency from Inbound DMs](/blog/ai-setter-for-marketing-agencies)
- [Appointwise vs Setter AI: Which Is Better in 2026?](/blog/appointwise-vs-setter-ai)
- [How to Handle the "I Need to Think About It" Objection](/blog/how-to-handle-let-me-think-about-it)
- [Best Time to Send Instagram DMs: What the Data Says](/blog/best-time-to-send-cold-dm)
- [AI Setter vs Chatbot: Which One Books Calls From DMs?](/blog/ai-setter-vs-chatbot)
- [Instagram Shadowban: How to Test, Fix and Recover](/blog/how-to-recover-from-instagram-shadowban)
- [The Best Instagram Automation Tools for Coaches (2026)](/blog/best-instagram-dm-tool-for-coaches)
- [How to Get Consulting Clients Online](/blog/ai-setter-for-consultants)
- [Best Instagram AI Chatbot for DMs: 8 Tools Compared](/blog/instagram-ai-chatbot)
- [The Sales Call Script for Coaches (2026 Update)](/blog/sales-call-script-for-coaches)
- [Price Objection: How to Handle "I Can't Afford It" in DMs](/blog/how-to-handle-i-cant-afford-it)
- [Instagram CRM for Coaches: How to Organize Leads in Your DMs](/blog/instagram-crm)
- [How Do AI Appointment Setters Work? A Walkthrough](/blog/how-ai-appointment-setters-work)
- [How to Get More Yoga Students 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)
- [How to Get Clients as a Relationship Coach](/blog/ai-setter-for-relationship-coaches)
- [Does ManyChat Work With Telegram? Yes (2026 Guide)](/blog/does-manychat-work-with-telegram)
- [Setter AI Review (2026): TrySetter Score & Alternatives](/blog/setter-ai-review)
- [Sales Objection Handling in DMs: 12 Objections, 36 Replies](/blog/objection-handling-in-dms)
- [Auto DM Instagram: Sell Challenges and Digital Products](/blog/instagram-auto-dm-to-sell)
- [How to Get Executive Coaching Clients](/blog/ai-setter-for-executive-coaches)
- [ManyChat AI Review (2026): Useful, Not a Setter](/blog/manychat-ai-review)
- [How to Close High Ticket Without a Sales Call](/blog/close-high-ticket-without-a-sales-call)
- [AI Setter for High-Ticket Coaching: How to Sell in the DMs](/blog/ai-setter-for-high-ticket-coaching)
- [WhatsApp 24 Hour Window: What Coaches Can and Can't Send](/blog/whatsapp-24-hour-window)
- [Instagram DM Funnel for Coaches: Build One That Books Calls](/blog/instagram-dm-funnel-for-coaches)
- [How to Cancel a ManyChat Subscription (2026): Steps and Refunds](/blog/how-to-cancel-manychat)
- [How Appointment Setters Get Paid (Salary vs Commission)](/blog/appointment-setter-commission-rate)
- [How to Get Clients as a Life Coach](/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)
- [Instagram Story Reply Automation (Without Getting Flagged)](/blog/instagram-story-reply-automation)
- [How to Get Dating Coaching 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 the Price It Won't Publish](/blog/zerochats-review)
- [Instagram DM Automation Rules 2026: What Changed This Year](/blog/instagram-dm-automation-rules-2026)
- [Do AI Setters Actually Work? What the Evidence Says](/blog/do-ai-setters-work)
- [Lead Follow-Up: The DM Sequence That Reopens Dead Leads](/blog/dm-follow-up-sequence)
- [How to Get Mindset Coaching Clients](/blog/ai-setter-for-mindset-coaches)
- [Telegram for Business: A Coaching Playbook](/blog/telegram-for-coaching-business)
- [ManyChat Alternative for Coaches: 8 Tools Compared](/blog/manychat-alternative-for-coaches)
- [DM Sales: How to Sell in the DMs Without Being Salesy](/blog/how-to-sell-in-the-dms-without-being-salesy)
- [How to Get Coaching Clients: Lead Generation That Works](/blog/coaching-lead-generation)
- [Best DM Channel for Coaches: Which Books More Calls?](/blog/best-dm-channel-for-coaches)
- [How to Get Clients as a Nutrition Coach](/blog/ai-setter-for-nutrition-coaches)
- [ManyChat Review (2026): An 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)
- [Speed to Lead: The 5-Minute Rule for DM Response Time](/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)
- [Business Coach Lead Generation: Get Clients from Your DMs](/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)
- [Instagram DM Limit: How Many DMs Can You Send Per Day?](/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](/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: 5 Flows to Set Up](/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 Automate Instagram DMs Without Sounding Like 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)
- [Multi-Channel DM Strategy for Coaches: The Playbook](/blog/multi-channel-dm-playbook)
- [How to Close Clients in the DMs (Without Being Salesy)](/blog/how-to-close-clients-in-dms)
- [What Is a DM Setter? (And How an AI One Books Calls)](/blog/what-is-an-ai-dm-setter)