My $100 Million Framework

If your content is educating people without indoctrinating them…

It's not going to convert.

Period.

Here's how I know:

Back in the early 2000s, I was running teleseminars.

(This was before webinars existed. Yeah, I'm old.)

I was having success... but not consistently.

Some would crush. Others would flop. I couldn't figure out the pattern.

Then I found a course called Teleseminar Secrets by Alex Mandossian.

$1,000.

That was a LOT of money back then.

But I thought to myself... if I could learn ONE thing to make my teleseminars actually work, it's worth the investment.

So I bought it. Got the CDs. Started listening.

And suddenly, I understood something that changed everything.

Every offer. Every campaign. Every piece of content.

It's all about moving people from Suckville (where they are now) to AwesomeTown (where they want to be).

And if you can create a system that predictably moves people from Suckville to AwesomeTown in their minds FIRST...

Before they ever see a price...

Before you ever ask for the sale...

Then selling becomes easy.

Because you've already proven you can help them move forward.

I developed this framework around 2006.

And it's been the meta-framework behind every campaign, every offer, every webinar, every sales letter, and all my content creation for the last 20 years.

$100+ million in sales.

All from that one $1,000 investment.

(Not a bad ROI on some CDs… and a touch of desperation.)

And it's worked for my students too.

Coaches, consultants, course creators who went from "why isn't my content converting?" to "holy sh!t, I have too many leads to handle."

Most people create content that informs without transforming beliefs.

They share tips. Give away frameworks. Post "value."

But they never move people through an actual journey.

Short-form content can't do this.

A 60-second video isn't going to shift someone's beliefs. Not even close.

You need SPACE.

You need room to paint the picture of Suckville... show them the path to AwesomeTown... and prove that your way is faster and easier than all the other sh!t they've tried.

That's what long-form content does.

Around the same time I discovered this framework, I was in a used bookstore and found this book called "Ogilvy on Advertising." (I told the story last time.)

Totally changed how I created content.

Because Ogilvy taught me something critical...

You can use content to indoctrinate and pre-sell people. Strategically.

You don't need to "sell" them.

You just need to educate them so well that buying becomes the obvious next step.

Every piece of content I create follows the same pattern.

You guessed it: Move my prospect from Suckville to AwesomeTown.

Show them a superior way to get there.

Not the traditional, brick-by-brick, climb-the-mountain approach everyone else teaches.

A faster, smarter, more leveraged path.

Here's how it works...

The big, bold transformation you're offering.

Answers the "magic wand" question: "If I could wave a magic wand and give you exactly what you want..."

(This question does a lot of heavy lifting.)

That's the difference. Specific. Time-bound. Outcome-focused.

What makes your solution different from everything else they've tried.

Answers: "How is this different from all the other shit I've bought?"

Sounds proprietary. Like something they haven't tried yet.

That's what gives people hope.

"Nothing else worked because I didn't have THIS."

And that hope? It f#cking converts.

The specific steps that deliver the transformation. Usually 3-5 of them.

Each one does three things: addresses a specific obstacle, contrasts old way vs. new way, and explains why this makes the difference.

(Sounds simple. It is. Most people overcomplicate this.)

That contrast creates the "aha moment."

Here's what the full framework looks like assembled:

Breakthrough Solutions:

By the time someone reads content built on this structure, they're pre-sold.

(That's when the credit card comes out.)

Now here's what most people miss...

This is the meta-framework. The road map.

But I've developed four sub-frameworks — different vehicles for traveling that same road. Each serves a different purpose depending on where your prospect is.

Fair warning: this next section is dense.

Bookmark it. You'll come back to it.

Let me walk you through each one — what it does and when to use it.

Named after the legend himself.

Core philosophy: Give away the "what" and "why" so completely that readers become convinced they need your "how."

Your offer is the "how."

Use it when you need to establish authority and educate a market deeply.

(Last week's newsletter about the 5-step workflow? Pure Ogilvy.)

The Structure:

Why it works: Readers finish educated, not sold. They trust you because you held nothing back. You showed them the complete map. Now they realize they need a guide.

Inspired by the folks at Content Mavericks.

Core philosophy: Clarity equals certainty. Certainty eliminates objections. No objections means fast sales. Simple as hell.

Use it for launches, sales letters, and any time you need to overcome heavy skepticism.

(This one's a beast for cold audiences.)

The Structure:

Why it works: Pre-qualification filters out tire-kickers. Multiple case studies prove it works for people like them. They see themselves in one of those stories. Now they're ready to buy.

Inspired by Nicolas Cole and Dickie Bush.

Core philosophy: Show readers the hidden patterns in their industry that they can't see. This makes them realize they need your advanced training.

Use it for educational newsletters and thought leadership content where you want to position yourself as the expert who sees what others miss.

(This is how you justify premium pricing.)

The Structure:

Why it works: Readers realize you see what they can't. You've just proven your expertise by teaching them to see patterns they were blind to. And they know there are deeper patterns they still can't see without your help. That's when they think, "Sh!t, I need to learn more from this person."

My personal favorite.

It's the one I've built my brand on.

Core philosophy: Share your complete journey (including the ugly parts) so readers see themselves in your story and want your system.

Use it for personal brand content, case studies, and origin stories.

(This is the framework behind every newsletter I write.)

The Structure:

Why it works: Vulnerability builds trust. Complete transparency pre-sells your system. They've watched your journey. Now they want to follow the same path.

I must confess. I own 18 backpacks.

(Yeah. I know. It's a problem.)

But wouldn't ya know it...

I'm not the only weirdo who geeks out on everyday carry gear. There are entire communities of freaks like me who obsess over this stuff.

So back in 2018, I ran an experiment.

I bought a $275 backpack.

Added a morale patch and some paracord. Maybe $12 worth of accessories.

Then I gave it a story.

Called it the "CUSTOM JEDI EDITION."

Sold it for $521.30.

Then I did it again with a "Sith Lord" edition.

And a "Grey Wolf Winterfell" edition.

Both sold for similar markups.

Nobody paid $521 for a morale patch. They paid for the story I wrapped it in.

Here's the lesson...

Stories are how you get people to an emotional "yes."

They work because they tap into the shit people actually care about.

Their passions. Their obsessions. The things that make them weirdos like me.

Find where two powerful passions converge in a market... narrow it down... tell the right story...

And people will pay a premium.

That's Suckville to AwesomeTown in action.

The EDC nerds were stuck with generic backpacks (Suckville). I showed them a path to something that matched their identity (AwesomeTown). The story was the vehicle.

If you're a course creator, coach, consultant, or service provider... and your content gets engagement but doesn't convert...

It's probably not your offer.

It's that your content isn't moving people through a belief-shifting journey before they ever see the offer.

You're basically asking cold traffic to trust you with their $.

(Good luck with that.)

But when your content moves them from Suckville to AwesomeTown first?

They've consumed hours of your stuff. They trust you. They believe your way is better.

At that point, selling is just a formality.

Buying becomes the obvious next step. Not because you "convinced" them of anything.

Quick meta moment...

This newsletter was created using the Leveraged Expert Journey framework.

I talked through my ideas. My AI specialist took that raw transcript and turned it into what you're reading right now.

The specialist is trained on all four frameworks.

It chooses the best one based on your idea. Builds the outline. Then you just talk... and smack it around until it sounds like you.

(The "smacking around" part is important. AI still tries to be a little too polished. Gotta beat that out of it.)

That's how I create these newsletters in 20 minutes.

I invested $1,000 in Teleseminar Secrets.

Hard decision at the time. I didn't know if it would work.

But it gave me the framework behind $100+ million in sales.

You just got that framework for free.

(You're welcome.)

Now, if you want the AI specialist that actually USES these frameworks to create your content…

It's an order bump when you grab the Magnetic Brand System.

MBS gives you the complete brand foundation: your brand kit, your voice guide, your AI-powered digital twin, plus custom GPTs that create scroll-stopping graphics and write content in your voice. All in under an hour.

The Long-Form Content Engine is a $17 add-on.

Here's what's in it:

👉 Grab the Magnetic Brand System Right Here.

Look, I'm not gonna hard-sell you on long-form content.

You're reading this right now. You made it this far. You already know it works.

If you want the system, grab it.

If not, no worries. You still got the framework for free.

Until next time,

—Tim Erway

P.S. This is the sh!t I wish someone had taught me 20 years ago. Would've saved me a lot of trial and error. And a lot of money.

P.P.S. I paid $1,000 to learn this framework. You got it for free. The $17 MBS add-on automates it. I'm not saying it's the best deal of the year. But it's close.

P.P.P.S. Next week: how to repurpose one long-form piece into 30+ pieces of content. The system that lets me show up everywhere without creating new content every day. Stick around.