Frankie
Lee
A personal brand partnership built to position you as the reputation authority for high-value founders and executives — with the human touch that makes people follow, not just respect you from a distance.
You've Already
Landed It.
The Eros call settled it. Everything you've built — ContentRemoval.com, 5.5 years of conversations with the world's sharpest operators, the advisory relationships that happen off-camera — all of it converges on one identity.
"The man that the world's highest-value people call when their name is at risk — and who openly teaches what he knows, because the people who need him can't do it themselves anyway."
— Frankie Lee Personal Brand Strategy, March 2026That positioning is sharp, commercially intelligent, and already true. It gives you a clear niche, a direct line to ContentRemoval.com as the cash engine, and a reason for 7–9 figure founders to pay attention to your content. It's specific enough to command real authority and broad enough to expand from. My job is to build the system that makes it visible — and to make sure the human behind it never gets lost in the architecture.
Not a content removal company with a face. Not a vague advisory brand. The expert that high-value people call privately — now teaching publicly what he knows. That gap between private trust and public authority is where the brand lives.
16 million downloads. 200+ conversations with the world's sharpest minds. A network that picks up when you call. You're not building authority from scratch — you're formalising what already exists and putting it on camera.
Short-form content builds authority. Authority drives advisory engagements and ContentRemoval.com deals. Case studies from those deals feed back into content. The book and podcast run alongside as authority accelerants — not separate workstreams.
One piece of content that a 7-figure founder watches and forwards to their network is worth more than a million views from the wrong audience. Every decision we make together runs through that filter — is this building the right thing, or just chasing a number?
Content Is Not The Goal.
Authority Is.
Everything we post is infrastructure. Short-form content isn't the destination — it's the engine that drives the four things that actually matter: high-value advisory work, ContentRemoval.com deals, the book, and a podcast that operates as a sales mechanism. The diagram below shows how it all connects.
Five Pillars.
One Voice.
Every piece of content lives within one of these five pillars. Each is wired to how you're built to create — the formats that come from genuine conviction always outperform anything engineered cold.
A CEO gets cancelled. A brand gets hit with a reputation crisis. A founder gets torn apart online. You respond — 60–90 seconds, direct to camera: here's what I would have done. Pure advisory. No fluff. This is the pillar that stops the scroll and positions you as the person who sees what others miss.
Anonymised. Real. "8-figure founder, their worst review ranking third on Google — here's the 4-step strategy we ran in 90 days." The trial and error is the content. This builds proof, road-tests book material, and speaks directly to the ICP in their language.
45–60 seconds, straight to your ICP. "If you're running a 7-figure business and haven't done these three things online, your reputation is already exposed." No reaction, no case study — just the advice that your network already calls you for, now on camera.
The posts where Frankie calls out what everyone else in the industry is getting wrong. "Why PR firms are selling you the wrong thing." "Why removing content is only half the strategy." These aren't designed to wind people up — they're designed to be genuinely right about something most people have backwards. The people who've already tried the obvious stuff and it hasn't worked will stop mid-scroll for this every time.
Every concept in Coded gets road-tested as a short-form clip first. If it lands, it's a chapter. If it dies, it gets edited before going in the manuscript. Your content strategy and book strategy become the same thing running in parallel. After six months you'll have a complete proof of concept for every major argument — without sitting down to write a single thing specifically for the book.
The Human Thread
The five pillars are the authority architecture. But authority alone doesn't make people follow — it makes people respect you from a distance. What makes someone like Adam Sullivan work isn't the wisdom. It's that you actually want to be around him. The life texture that surrounds the message is what turns a viewer into a follower. We protect this in everything we build.
Carousels that open with 3–4 real photos — Gold Coast mornings, the café you work from, wherever you are — then slide into the advice. The photos are the hook. The wisdom is the point.
"I just got off a call and this came up." Raw, unscripted, from your actual day. The most shareable content always feels like something that happened — not something that was produced.
Your content moves where you move. Gold Coast, Dubai, London. Walk and talk, hotel room, wherever. The visual texture tells people this is a real person living a real life — not a studio setup.
Two Primary.
Rest Follows.
Don't spread across all platforms at once. Build depth on two, then expand. One idea, multiple formats, multiple platforms — you never create separate content from scratch for each channel.
The mothership. Highest organic reach right now. Your ICP is here. Everything is ideated for Instagram first, always. Reels, carousels, POV content. You post yourself — we hand you content that's ready.
Where founders and executives actually make decisions. Advisory clips and case study breakdowns perform strongly here. Same content as Instagram, hook and opening line adapted — 20 minutes of work, not a separate strategy.
A separate Frankie Lee Advisory channel — not the old podcast channel. Shorts exported from Instagram Reels in month one. Over time, longer advisory format (10–15 min) for content that's already proven itself. Month 4–5 conversation.
Never produce for TikTok. Just export what works elsewhere. Instagram Reels go to TikTok. No separate strategy, no separate ideas. Pure distribution.
When it comes back, one question determines every booking: can this person become a client, refer a client, or open a door I need? If yes, book them. If not, don't. The podcast becomes a highly sophisticated sales mechanism disguised as a conversation. We'll address this separately when the time is right.
The Clarity
Retainer.
Strategy-first. Everything here exists to build the right thing — not just to fill a posting schedule. My role is to keep you on course, protect the human touch, and make sure the system compounds over time.
A dedicated sit-down each month to review performance, set direction, and make sure we're building toward authority — not chasing metrics. This is the accountability call that stops the sporadic cycle.
- Performance review — saves, shares, follows, link taps
- Pillar health check — are we on mission or drifting?
- Next month's direction — themes, angles, reactive opportunities
- Brand pulse — is the reputation authority positioning landing?
20 content ideas, mapped to your five pillars, with hooks and format recommendations written. You never wake up not knowing what to do. Every post has a purpose and a place in the larger arc.
- 20 ideas mapped across the five pillars + human thread
- Hook and opening line for each piece
- Format recommendation — Reel, carousel, POV, LinkedIn cut
- Reactive slots held open for news-cycle content
When something breaks in the news, when you're not sure if a post is on-brand, when you need a gut-check before publishing — you have direct access. This is where the day-to-day strategy actually lives.
- Reactive content briefs for news and trending moments
- Caption review and gut-checks before posting
- Quick directional calls on format and angle
- Capped to strategic questions — not a running commentary channel
Before anything goes out, we lock in what the Frankie Lee brand actually looks and feels like. Nothing gets posted until this is done — because consistency from day one is what makes the brand feel intentional rather than assembled.
- Visual aesthetic direction — filming style, colour palette, text overlays
- Messaging framework — your POV in writing, voice, non-negotiables
- Platform strategy — personal page vs podcast page, YouTube channel direction
- Content style references locked in — Daniel Dalen aesthetic, Adam Sullivan human layer
One batch shoot day per month. Brief prepared 5 days prior so you show up knowing exactly what you're making. Better Collective's production team handles the shoot — you show up, we execute.
- Pre-shoot brief — talking points, angles, locations, format breakdown
- Batch filming — 6–8 pieces of raw footage per day
- Edited deliverables — 8–12 final pieces across Reels, carousels, POV cuts
- Captions written in your voice — ready to post or near-ready
- Branded carousel graphics — consistent visual style
When content goes viral and 3,000 people tap the link in your bio — where do they go? Right now, nowhere. We fix that. A lead magnet built around your expertise captures every new follower into your database before they scroll on.
- Lead magnet concept and copy — tied to the reputation authority positioning
- Landing page copy direction — written to convert
- Email list strategy — platform recommendation, welcome sequence direction
- Bio link optimisation across all platforms
A deeper look every quarter at whether the brand is on track. Are we attracting the right audience? Are the pillars still relevant? Is the content funnel pointing toward advisory, the book, and ContentRemoval.com?
- Audience analysis — who's following, engaging, converting
- Pillar review — refine, retire, or double down
- Content format audit — what's performing, what to cut
- Product ladder check — is the funnel working?
Simple.
Transparent.
A single monthly retainer covering everything in this proposal.
Initial 3-month term. Month-to-month from there with 30 days written notice to exit. You're not locked in — but the work compounds, so staying is usually the call.
Clearly defined each month. Anything outside the retainer — Meta Ads, additional shoot days, website builds — is quoted separately before work begins. No surprises.
Everything we create is yours. Full stop. No licensing, no restrictions. Strategy documents, content, creative assets — you own it all.
Week One
Onwards.
We don't sit in planning for three months. The first shoot happens in week two. First posts go live by end of week two. Four weeks in, we have real data.
Sit down together. Lock in the pillars, visual direction, messaging framework, and platform strategy. 2–3 hours. Nothing goes out until this is done.
Month 1 content plan delivered within 5 days. 20 ideas, hooked and mapped. You know exactly what you're making before we set up the camera.
Shoot day in week 2. Batch 8–12 edited pieces ready to drip over 4 weeks. First posts live by end of week 2. Month 1 is a style discovery session as much as a production day.
After 4–6 weeks, we review what's landing. Hooks, formats, cadence — all adjusted based on real data. Month 2 is smarter than month 1 every time.
Ready When
You Are.
You've got the positioning, the network, the credibility, and five years of evidence. The infrastructure to make it all visible — that's what this is.
Abbie May
Abbie May Personal Brand Consulting x Better Collective Agency