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Free Marketing Plan

About the writer: Tom Poland started his first business 31 years back and has gone on to start and sell multiple businesses including two that he took international. Since 1995 he’s trained over hundreds and hundreds of business owners in nearly every English speaking country on earth on how to get more clients and earn more money by helping lots more people. In this article he reveals the seven strategic questions he asks businesses to answer when establishing their marketing plan. More training resource can be found at

Marketing plan services
Perhaps you have spent time and effort developing a Marketing Plan to then experience disappointment and frustration because it made zero difference in your business performance?

Marketing plan services
That may be because no one told you about the seven critical strategic questions that should be answered in order to create a really effective marketing plan. Here’s a fast overview of those questions.

Q1: What is your Ideal Client Profile and what is their Specific Unmet Need?

You need to develop a simple description of your Ideal Client and what they really want. And ideally the “what they want” part is a need that they can’t get met someplace else.

By way of example here’s my Ideal Client Profile: English speaking business owners who are comfortable with the internet and who want an advertising plan that is designed particularly for small business and that’s actually proven effective to bring in new clients.

 Another example from a client: Fast food restaurant managers in the Asia Pacific region which increase their sales and profits through smarter sales software analysis.

Q2: What’s your Bold Promise?

Another way of asking this question is “what does my Ideal Client have to hear in order for the crooks to want to buy my product/service?”

For instance: as a business owner which from the follow value propositions would you find more motivating?

“We teach you how to grow your business”


“Increase the sales and profits by 50% within half a year - or you don’t pay”

The other one is the absolutely winner because it’s a bold promise, it includes a specific numerical benefit and yes it adds a guarantee. That combination is certainly one Kick-Butt formula so please note.

Q3: Where do my Ideal Clients spend time?

Now you need to determine what your Ideal Clients watch, who they pay attention to, what they read, which meetings they go to, which clubs or associations they're members of, which other businesses have them in their network, which websites they visit and whatever they search for on Google if they're looking for your sort of products or services.

The reason is obvious: once you know where your Ideal Clients hang out then you can direct your bold promise to them with direct offers including free trials, special prices, bonus goods and the like.

Q4: What’s your Black Jellybean?

There is absolutely no such thing as liking black jellybeans. You can either love them or you hate them.

Similarly, you have to figure out that what you offer, your Ideal Client will love and create/adjust/refine a product/service accordingly. Plus creating something that your Ideal Client will like, probably means that there’s a lot of people who hate it.

For instance: in my business Sometimes with clients almost exclusively on-line. My clients love the fact that they don’t have to visit meet with me, actually one click away from being straight time for work and that they don’t need me in their offices or factories.

Naturally, you can find others who would work when camping if only I would visit them in the flesh, three dimensionally.

And so my on-line strategy is a Black Jellybean - people either like it or hate it.

Another example: the Quick Beauty House offers 10 minute haircuts for $20 for ladies! For every 8 females who hate that idea there are 2 who love it. And in a city of fifteen million folks that 2 out of 10 results in a whole lot of women!


Strategic Question #5: After that your Funnel appear to be?

Imagine a Funnel, wide at the top and becoming narrower as is goes downward. A Funnel represents a series of product/service offerings that are free towards the top and then increases in price because you descend down the Funnel as well as design is a critical section of any effective Marketing Plan.


As you can see the Funnel starts towards the top with free stuff so when people descend down the funnel there are a smaller amount of them but they are spending more together with you.

All too often business owners making the effort to sell that Core Offering Product without romancing, seducing and engaging prospects with great added value free stuff first.

You need to consider what you can offer for free, that if a person grabbed advertising online, they would be qualifying themselves being a likely client.

By way of example: I offer a free Marketing Plan training course. It runs over 30 days and contains a complete step by step training system for putting together a truly effective Marketing Insurance policy for a business owner.

I provide training course for free for the reason that prospect can get great value from me and never have to risk anything more than some hours.

I know that an ample amount of the people who do that course will descend down to the next level of my Funnel and (wisely) accept my two month free trial offer for my Killer Marketing Club which is a great example of the “Easy Entry Level” product from your chart above.

And an ample amount of the people who join the Killer Marketing Club goes on to invest in something else and so on.

Other examples and ideas for Free Added Value option: free trial offer period, free sample, free demonstration, free class, free added-value newsletters or Ezines, free check-up, free in-store tasting.

Patience Free = Millions

Never underestimate the potency of free!

Strategic Question #7: Which Streams are you going to tap into?

A Stream is the term for a source of prospects. I’ve identified well over sixty different places where most businesses could possibly get qualified leads from.

Your Marketing Plan has to start off by listing no less than ten different to generate leads sources that you will start work on initially.

You take usually the one place that you think it will likely be easiest, cheapest and fastest to acquire leads and you put something in place for getting your message in the market to that place and also you then measure the results and when necessary, you refine the offer until you have a proven marketing system that brings in a predictable stream of new clients.

And then you perform the same for the next system etc until you have layered ten proven marketing systems along with each other.

At that point you’ll have a flow of new leads and new customers.


If you want a proven, easy-to-follow, no-nonsense, step by step training system for creating an efficient Marketing Plan for your small business then head over to and enrol today. It’s proven, it’s effective and it’s free.