When sending a discount code with an affiliate link, should the DM emphasize the offer or the product value first?

You should always emphasize the product's value first in an Instagram DM before presenting the discount code and affiliate link.

Leading with the discount might seem like the quickest way to a sale, but it can unintentionally devalue the product in your follower's mind. When the first thing they see is a price cut, their focus shifts from “how will this help me?” to “how much am I saving?” By prioritizing value, you build genuine desire and trust, making the subsequent offer feel like an exclusive bonus rather than a desperate sales tactic.

Why the "Value First" Approach Wins

Think of the conversation from your follower's perspective. They commented on your post because they were intrigued by the product you showcased and how it solved a problem. Your automated DM should continue that story, not interrupt it with a sales pitch.

By reminding them of the core benefit first, you reinforce their initial interest. You’re confirming that their problem can be solved and that this product is the solution. The discount then acts as the final nudge that removes any price friction, making the decision to purchase easy and satisfying.

A Simple 3-Step DM Structure for High Conversions

Structuring your automated message correctly is key to making this strategy work. A well-crafted DM can guide a follower from interest to purchase seamlessly. Here’s a template that puts value at the forefront:

1. Acknowledge and Validate: Start by confirming their interest and restating the product's main benefit. For example: “So glad you’re interested in the travel backpack! It’s been a total game-changer for keeping my gear organized on the go.”

2. Present the Offer as a Perk: Frame the discount as a special thank-you for being part of your community. This makes them feel valued. You could say: “As a thank you, I wanted to share my personal discount code with you.”

3. Deliver the Link and Code: Provide the clear call-to-action with the necessary details. For instance: “You can use code SAVE15 at checkout! Shop it here:” followed by the link. Many creators use StarLovin to automate this entire sequence so every follower gets this personalized-feeling message instantly.

By setting up this flow, you ensure your affiliate marketing efforts are built on a foundation of trust. Automating this process with a tool like StarLovin’s Product and Affiliate Link Delivery allows you to send perfectly structured, value-driven messages in response to comments on your posts and Reels, maximizing your conversions without the manual work.