Everything a setter does, from the moment someone registers to the moment they walk into the call. Updated Oct 28, 2026.
01The rules
Your only job before the masterclass is getting people to show up. Show rate is your one KPI.
Never pitch before the masterclass. No offer, no price, no "book a call."
Never send a "just checking you're still coming" message. Every touch carries value or logistics.
One asset at a time. Never more than one clip, graphic or link in a message.
Log every touch in the tracker, with whether they replied.
WhatsApp only for people who opted in on the registration form.
Answer every email reply, no matter what. Same day, every one. Missed email replies cost you points.
Fill these in before you send anything
[name] registrant's first name · [setter] your first name · [day] and [time + timezone] the masterclass slot · [topic] what they told you they want covered
Part 1
02Before the masterclass
Goal: get them in the room.
Within 15 minutes of registration
Step 1: First message
Two jobs: say who you are, and get a reply. No link. Links in a first DM look like spam and kill replies.
First messageHey [name], I'm [setter], I run the DMs for Nawal's team. Saw you grabbed a seat for the masterclass on [day].
Quick question so we can make this worth your hour: what's the one thing about speaking with authority that, if it got covered, would make showing up a no-brainer for you?
The question is the most important line in this whole playbook. Once someone types out what they want, they've invested, and people show up for things they've invested in. Their answers also give Nawal live pain points to address during the session.
Send within 15 minutes
Log it: date, channel, "Msg 1 sent"
If they reply
Step 2: White-glove them
A reply is gold. These are your highest show-rate people, so treat them that way through to masterclass day.
Reply fast and personally. No copy-paste feel.
Use their exact words back. If they said "I freeze in board meetings," say "freeze in board meetings," not "get nervous."
Send one asset matched to what they said: a 60-second clip from a past session, a framework graphic, whatever fits their question.
No pitch.
Tag them HOT in the tracker and write their [topic] down. You'll use it again the day before.
ReplyLove that, [name]. "[their exact words]" is exactly what Nawal gets into on [day].
Here's a quick clip on it in the meantime: [link]
Email replies count too. Every registrant gets an email asking what they most want to walk away with. Their reward is the free Speaker Archetype and Blocker diagnostic. Every reply to that email must be answered the same day, no matter what. Treat it exactly like a DM reply: use their exact words, send one matched asset, tag them HOT, and log it with Channel = Email. The email promises the gift "right back," so include it in your reply.
Email replyHey [name], [setter] here from Nawal's team. She reads every reply, and "[their exact words]" is exactly what she gets into on [day].
Here's your gift, your Speaker Archetype and Blocker diagnostic: [diagnostic link]
And a quick clip on it in the meantime: [link]
The registration email they replied to
Hey [first name],
You’re officially registered for The Authority Secret Masterclass 🎉
I’m so glad you’ll be joining me.
Before we meet live, I have a free gift for you.
It’s a 3-minute diagnostic that shows you two things:
✨ Your natural Speaker Archetype, one of nine ways powerful people move a room
✨ Your Blocker, what’s quietly standing between you and the opportunities you’ve already earned
To get it, just hit reply and tell me: what do you most want to walk away with from the masterclass?
One line is enough. I read every reply myself, and I’ll send your gift right back.
And one more thing: join the Private WhatsApp Community.
This is where I’ll share:
✨ Exclusive coaching insights
✨ Masterclass reminders
✨ Behind-the-scenes voice notes
✨ A few surprises before we go live
👇 Join the Private WhatsApp Community
I can’t wait to meet you live.
- Nawal
P.S. If this landed in spam, drag it to your inbox so you don’t miss my reminders 💛
If they go silent
Step 3: One value follow-up, then quiet
Send exactly one follow-up the next day. It must be value, never a reminder.
Next-day follow-upHey [name], thought you'd find this useful before [day]. 30 seconds on the one thing that stops smart people freezing when it's their turn to speak: [link]
If they replied to anything earlier, reference it: "thought of you because you mentioned wanting to nail your delivery."
Still nothing? Go quiet until 72 hours before the masterclass. People who register more than 3 days out rarely show, so effort spent on them in week one is wasted. The heavy cadence lives in the last three days.
03The countdown
Steps 4 to 7. Everyone gets these, replied or not. Keep them short and casual.
Day before
Step 4: Value plus a soft confirm
Mention their [topic] if you have it.
Day beforeHey [name], tomorrow Nawal's covering [topic], the exact thing you asked about. Still good for [time + timezone]?
Morning of
Step 5: Game-day message
Morning ofIt's go time. Your seat's reserved for [time + timezone]. You good?
1 hour before
Step 6: The link plus one outcome
1 hour beforeStarts in an hour. You'll leave knowing how to [one outcome]. Here's your link: [link]
15 minutes before
Step 7: One line
15 minutes beforeStarting in 15, see you in there: [link]
04Step 8: The Hail Mary
10 to 15 minutes into the masterclass. Most teams skip this, and it recovers real attendees every week.
10 minutes after start, check the attendee list against registrants.
Message every registrant who isn't in the room.
Name the specific thing being taught right now. Ask the host team what's on screen.
Log who joined after this message.
Hail Mary[name], you're missing [what Nawal is teaching right now]. Here's the link, jump in: [link]
05Tracker and daily checklist
One row per registrant. Fill in every column on every touch.
Name
Channel
Registered
Replied?
Tag
Their topic (exact words)
Last touch
Showed?
Joined from Hail Mary?
Example
WhatsApp
Mon
Yes
HOT
"I freeze in board meetings"
Day before
Yes
No
Every day
Message 1 sent to every new registrant within 15 minutes
Every reply answered and tagged HOT
Every email reply answered today
One value follow-up to yesterday's silent registrants, then stop
Countdown messages queued for anyone inside 72 hours
Tracker up to date
On masterclass day
Morning message
1-hour link
15-minute line
Hail Mary at 10 to 15 minutes in
Log who showed
Part 2
06After they book a call
From the second someone books a call from the webinar, their interest starts fading. Every touch between booking and call either lifts it back up or lets it drop. Your job is to keep it high and get them to the call ready to decide.
Tone and words
Most of our bookers are executives and professionals, not business owners. They make decisions for a living. Directness reads as respect to them; pressure and hype read as cheap.
Sound like an executive assistant at a top firm, not a gym closer. Calm, peer-to-peer, short.
Say "decision call" or "working session." Never "sales call."
Never ask "are you ready to invest?" Qualify by explaining how the call works (Step 4).
Earn the qualifier. Frame it as a decision call only after they've told you what they want. Never in your first message.
One asset at a time, matched to their words. Never a wall of links.
Within 5 minutes of booking
Step 1: Selfie video or voice note (WhatsApp)
15 to 30 seconds, your real face. You're catching them at peak interest, the moment they decided to book.
Video or voice note scriptHi [name], it's [setter] from Nawal's team. Just saw your booking for [day], really looking forward to it. One question: what's the one thing that, if we nailed it on the call, would make this a total win for you?
Right after
Step 2: First text
Make it a favour, not a questionnaire.
First textHi [name], [setter] here. So I can prep the right things for [day], which is more useful: a one-minute overview of how this works, or is there a specific question you'd like answered before we talk?
Read the answer:
Colder"Just send the overview." Send short, easy assets.
HotA detailed question on price, process or outcomes. Answer it properly by text.
After their answer
Step 3: One matched asset, then the ownership line
Pick the single asset that answers what they asked: case study, 2-minute explainer, framework one-pager, or longer training video. Then:
Ownership lineBy the way, [closer] is the person you'll be speaking with at [time + timezone].
The call now has a human attached to it. Cancelling on a person is harder than cancelling a calendar slot.
Once they've told you what they want
Step 4: Set expectations, it's a decision call
Never your first message. The price range is already on the booking page, so you're only confirming they understand how the call works.
Decision call framingFull transparency so [day] is a good use of your time. This call is a working session where we map out exactly what fixing this looks like for you. If it's a fit, we'll ask you to make a decision on the call. If what we map out is right for you, are you in a position to move forward with an investment in the range you saw when booking?
Read the answer:
Qualified"Yes, that's why I booked." Tag HOT.
MaybeSilence or hedging. Keep touches light.
Real decision-maker"I'd need to check with my partner / company." Log who the real decision-maker is for the closer.
Repeat the same framing in the call confirmation message.
Days 1 and 2
Step 5: Double-dial, morning and evening
Call, hang up, redial straight away (a quick second call often gets through Do Not Disturb). No answer? Leave a voicemail with the same question from Step 1.
Morning of the call
Step 6: Find the objection
Most people have one specific concern that could stop them showing up today.
Objection huntWhat's yours? I probably have something that addresses it.
Send one asset that answers it, and log the objection for the closer.
1 hour before the call
Step 7: Final confirm plus one short asset
1 hour beforeSee you at [time + timezone], [name]. Here's a 2-minute read so you walk in ready: [link]
07Step 8: Hand off to the closer
Before every call, the closer gets your notes. Nobody walks in cold. Log every touch with what you sent and how they responded.
Name
Call date
Tag
What they want (exact words)
Read the price range?
Decision-maker
Main objection
Assets sent
Showed?
Example
Thu
HOT
"Stop freezing in board meetings"
Yes
Needs CEO sign-off
Timing before Q1
Case study, explainer
Yes
Part 3
08Day after: follow up with everyone who didn't apply
Oct 27 session: 426 registered, 144 attended, 66 stayed 60+ minutes (team excluded), 3 applicants (2 qualified), 2 booked calls. About 282 no-shows. Lists with names, exact words, Instagram and phone are in Oct27-Setter-Lists.xlsx, one tab per tier.
Everyone who attended is a warm lead until they prove otherwise. Work the tiers top-down, hottest first, and log every touch as replied or silent.
The setter books and primes. The closer sells. No pitch before the call is booked.
No replay. The two free assets are the Speaker Quiz (3 minutes: shows what kind of speaker they are, their strengths and what to improve first) and the Authority Workbook.
The booking link is earned, not handed out. Qualified people get the calendar. Everyone else gets the quiz and workbook and stays warm for the next masterclass invite.
Bonuses only apply if they join the program, not just for booking a call. Say this clearly on every booking call.
Within the hour
Tier 1: the applicants
Follow the standard show-up process from Part 2: confirm the booking, send the calendar reminder, and make sure the confirmation email actually arrived (it broke on Oct 21). Log whether they replied.
Today
Tier 2: business and leadership goals from the chat
These people wrote their goal in the chat in front of the room. Open with their exact words.
Step 1: First DMHey [name], [setter] here, I run the DMs for Nawal's team. You were in last night's masterclass and said in the chat that you want to [their exact words, e.g. "be more confident in sales meetings for your business"]. That's exactly what the program is built around. Nawal does strategy calls with a handful of people each week to map out how to get there. Want me to send over a couple of times?
If they reply, send the quiz first, then the booking ask.
Step 2: Quiz, then booking askBefore you book, take this 3-minute quiz. It shows what kind of speaker you are, your strengths, and the one thing to fix first for [their goal]: [quiz link]. Send me your result and I'll match it to what Nawal covers on a call. If you want that corrected live, here's the calendar: [link]
No reply in 24 hours: one follow-up, then park them.
Step 3: One follow-upHey [name], circling back on the call with Nawal. Nawal is mapping out [their goal] for a few people this week. Should I save you a slot or circle back next month?
Tier 2b: speaker, content, coach and early-career goals. Run the Tier 4 qualifier first and send no calendar until they qualify.
Today and tomorrow
Tier 3: the 66 stayers
They sat through the pitch, so they are the highest show-probability group.
Step 1: First DM, todayHey [name], [setter] from Nawal's team. You were one of the ones who stayed the whole masterclass last night, which tells me you're serious about this. Quick question: of everything Nawal covered, what's the one thing you want to fix first in your own speaking?
Whatever they answer, send the quiz and book.
Step 2: Quiz and calendarThat's exactly what [the six symptoms / the architecture / the PREP framework] fixes. This 3-minute quiz shows your speaker type and your top fix: [quiz link]. If you want Nawal's eyes on your specific delivery, strategy calls are open this week, here's the calendar: [link]
If they mention the workbook or materials:
Step 3: Workbook replyThe workbook's here: [workbook link]. The workbook helps, but what moves the needle is someone watching you speak and correcting the blind spots you can't see. That's what the strategy call is. Want a slot?
If they go quiet: one value follow-up tomorrow (the quiz, if it hasn't been sent yet), then the standard cadence.
Today, midday
Tier 4: engaged chatters who left early
They typed during the session but left before or during the pitch. Warm, unproven. No booking link in the first message.
Step 1: First DMHey [name], [setter] from Nawal's team. Saw you active in the chat last night, hope you got value. If you want to know where your speaking stands, this 3-minute quiz shows your speaker type, strengths and what to improve first: [quiz link]. The workbook from the masterclass is here too: [workbook link].
If they reply, qualify before you direct them anywhere.
Step 2: The qualifierQuick question so I point you at the right thing: is this more for your career right now, like interviews, promotions, leading rooms, or for something you're building, like a business or sales?
Step 3: Route by the answer.
Business or career signal (business, sales, leadership, promotion, income): move them into the Tier 3 flow with the calendar and the decision priming below.
Student, curious, no clear use case: send one more value asset (the workbook, if not sent). No calendar push. They stay in the nurture pool for the next masterclass invite.
Afternoon
Tier 5: the no-shows (about 282)
Lowest priority, real volume. There is no replay, so the quiz is the filter. No booking link.
Step 1: First DM, todayHey [name], sorry we missed you at last night's Authority Masterclass! In the session Nawal covered the six symptoms that quietly cost people deals and promotions. Here is the workbook from it: [workbook link]. And this 3-minute quiz shows what kind of speaker you are, your strengths and what to improve first: [quiz link].
Step 2: anyone who replies, completes the quiz or asks a question gets the same qualifier as Tier 4.
QualifierGlad you tried it. Quick question so I know where you're at: is this for your career right now or for something you're building?
Step 3: Route by the answer.
Qualified signal (business, sales, leadership, promotion, income): promote them into Tier 3, send the calendar link, then do the decision priming.
Not qualified: quiz, workbook and value only. No calendar, no setter push, no closer time. They stay on the nurture list for the next masterclass invite and the email sequence.
Decision priming (every booking conversation)
Once a call is booked, the setter primes.
Priming messageFull transparency so the call is a good use of your time. This isn't a free consultation, it's a working session where Nawal maps out exactly what fixing this looks like for you. If it's a fit, Nawal will ask you to make a decision on the call. If what Nawal maps out is right for you, are you in a position to move forward with an investment in the range you saw when booking?
If they hedgeTotally fair. The people who get the most from these calls come ready to decide. If you're in explore mode, no hard feelings, but this call isn't built for that.
Log their answer so the closer walks in knowing it. Also log the quiz result they got, so the closer can open with it.
Logging (non-negotiable)
Every touch: name, tier, what was sent (quiz, workbook, calendar), replied or silent, booked or not, and quiz result if shared. At the end of the day report three numbers: bookings added, replies by tier, and how many people hit the broken confirmation email. Those decide tomorrow's push and feed the closer briefs.
Daily rhythm
Morning: Tier 1 and Tier 2
Midday: Tier 3 and Tier 4
Afternoon: Tier 5
Evening: follow up with anyone who replied
Tiers are fluid. Anyone who replies, completes the quiz or engages moves up immediately.
09Your scorecard
Every masterclass you're scored out of 10. Points are pro-rata: do it for 8 of 10 people and you get 80% of that line.
#
What you have to do
Points
1
First DM sent within 15 minutes of registering, no link
0.5
2
Every email reply answered the same day, no matter what
1
3
White-glove reply: matched asset, HOT tag, exact words logged
1
4
Silent registrants: one value follow-up, then quiet
0.5
5
All four countdown messages sent on time (day before, morning of, 1 hour, 15 minutes)
0.5
6
Hail Mary sent 10 to 15 minutes into the session
0.5
7
Day after: tiers worked top-down on schedule, every touch logged as replied or silent
1
8
Day after: qualifier asked before any calendar link goes out (no calendar for unqualified people)
1
9
Booked callers: selfie video, first text and decision priming done
1.5
10
Double-dial, objection hunt, and handoff row complete before the call
1.5
11
Tracker filled in on every touch, plus the end-of-day report (bookings added, replies by tier, broken-email count)
1
Total
10
The biggest weights sit on what happens after someone books (lines 9 and 10), because that's where the call gets won. Line 8 matters because the booking link is earned: only qualified people get the calendar. Email replies are on the card too, so don't skip them. Scores live in the Scorecard tab of the tracker.