The secret framework experts are using to scale from six to seven figures

After scaling my own expert firm to a 7-figure run rate, and helping 100+ other brands drive $135M+ in pipeline and $6M+ in closed revenue over the last 4 years, I've relied on one simple 3-step framework.

I call it the PAC framework: Position, Attract, Convert.

Here's how it works.

1. Position

Experts with real practices struggle to sell their services, because they look interchangeable with everyone else. And when you look like the other 1,000 options on the shelf, it becomes a war on rates. You get treated like a dispensable vendor, even though you know you're an expert.

The 1% who get this right own a category of one. They charge the highest fees and they bring home all the bacon.

There are only a few ways you can position:

a. Through your POV.
b. Through your product or service.
c. Through who you target in your market.

The thing is, if you sell your expertise, you probably have a similar product to someone else, and there's an equal competitor taking up another submarket. And in a world where AI is making b and c less of a moat, your POV is the only moat left.

So that's what I tease out:

• Define the old way vs your new way of doing things, so your audience thinks differently about the problem and notices you instead of strolling past your shop window.

• Build category-defining language around how you talk about the problem and the solution, until your audience associates you with the answer.

• Organise your expertise into unique IP that looks like the only way they can solve their problem.

That's how you become the category leader in your space.

Last year I did exactly this. I packaged a plug-and-play offer, an AI sales system, and started describing lead generation as infrastructure you own, not a service you rent. That language didn't exist on LinkedIn at the time. It made us $270,000 in four months.

2. Attract

If you're making $20-30k a month in your practice simply by getting referred and doing good work, you've probably never had to advertise your services.

But here's the thing. Running a 100% referral-driven business is risky. You never know where your next deal is coming from.

The only escape from the quieter months is a marketing engine on a platform like LinkedIn that brings the right prospects to you.

But it's a nightmare to think about:

• How do I package my expertise on social media?

• What's the right strategy that actually gets me moving in the right direction?

• How do I write a piece of content that turns words into leads in my inbox?

• And how the f**k do I do it all and still have time to run my business?

So I lay it out:

• The buyer triggers you can pull into your messaging that move your customers from passive viewers to people ready to buy. There are four: their wants, their aspirations, their fears, their frustrations. It's different for every buyer. As long as you speak in their words, not yours, you can play into them.

• An awareness ladder that takes your readers from sceptic to reaching out and wanting to work with you.

• An AI content co-writer trained on proprietary data from 100 clients and 10,000 posts, so your content has a far higher chance of driving demand instead of posting at random.

Get this right, and over six months three things happen. Consistent content on your personal profile builds your founder brand. The LinkedIn algorithm shows your content to the right prospects. And you build trust in your market as a person of influence.

The results are exponential. More brand reinforces your POV, which builds more trust, which gets you more business. The catch is you'll be waiting six months for the asset to really get going.

That's exactly how my client Brian Dukes (M&A Advisor) made $2M directly from the platform. His first inbounds came in at three months. At six months he landed a $10k-a-month consulting client for his exit-planning practice. Over the next two years, multi-six-figure deals came in dribs and drabs and compounded into $4M total attributed to LinkedIn, $2M of it directly. If he'd judged it at six months, he'd have quit. He didn't, and he reaped the rewards.

3. Convert

Marketing is brilliant. There's nothing better than talking to pre-sold prospects. But it leaves you with the same problem you're trying to escape: unpredictability.

I'll die on this hill. Every expert firm needs a conversation mechanism built on four tenets to have a steady, growing business:

1. Nurture past conversations. These are your cheapest leads. You did the work already. It's shocking how many expert firms don't have a CRM they check regularly. This is the low-hanging fruit I start with on any "pipeline reset," and you likely have $100k hiding in there. The biggest win I see is going back to people you've worked with before and selling them an infrastructure offer.

2. Content-led outbound. I've tested every lead gen process under the sun. I've automated hundreds of signals, I've used Clay, we used to pay six figures a year to run the tech stack. The most effective play I've seen for experts is starting conversations from content. That's it. Your buyers are already magnetised by your content, and they almost expect you to reach out.

3. AI as an orchestration layer. Leverage is everything, so use AI for the grunt work. No more than a first connection message, layered with a signal to meet them at the right time. This system can't run on your effort alone, or you'll sack it off the moment you get busy.

4. A human in the loop with AI conversation agents. Outsourcing your expertise to an AI SDR is a terrible idea. The only thing that works in 2026 to book meetings in the DMs is talking one-on-one with your buyers. I coach experts to use curiosity-gap selling: building a gap in your buyer's mind between where they are and where they want to go. It's an entrance into your coaching process, and it should feel bespoke. You'll see a lot of repetition, so I always recommend an AI conversation agent to shortcut your decision-making when you write your DMs. Ours writes openers that get a 30% response rate, questions that open up qualifying pain, and customer stories that actually get the prospect to take a meeting. There's a human in the DM at every point. There should be, because anything else loses you the deal.

That's it. Position. Attract. Convert.

I'm running 10 free audit slots this week to help you scale your expert business. On the call I'll show you exactly where your PAC is leaking and how to fix it (I usually charge $1,000 an hour for these).

Reply to this email with "RESEARCH" to apply. Due to the response, I'll be selecting this week.

And everyone who replies gets my positioning engine, the same one I only hand to paying clients, just for reaching out.

Be great,

Luke Shalom