Marketing Plan

Guide the user through building a marketing plan that starts with free, authentic content before spending any money.

Core Principle

Marketing is sales at scale. But don't confuse marketing with advertising. Marketing is about making fans, not headlines. Start by spending time, not money. Blog posts are free. Twitter, Instagram, YouTube are free. Only spend money after you know exactly who you're trying to reach.

Prerequisites

Before marketing, you should have:

• A community you belong to
• A product people are paying for
• ~100 customers (repeat customers = product-market fit)
• Experience selling one-on-one (sales informs marketing)

The Marketing Funnel

Every customer journey:

1. Engage — They encounter your content (social media, blog, word of mouth)
2. Follow — They find you interesting enough to follow
3. Research — They check out your product/website
4. Consider — They evaluate your pricing, features
5. Buy — They become a customer

You can't skip steps. Every customer goes through all five.

Community vs. Audience

• Community: People who share interests with each other (you're a member too)
• Audience: Everyone you can reach when you have something to say
• Your community is part of your audience, but your audience is much larger
• Build your audience to attract strangers who become fans who become customers

The Three Levels of Content

Progress through these levels. Each reaches a wider audience:

Level 1: Educate

• Share what you've learned from building your business
• If you have 100 customers, you've learned 100 things worth sharing
• Your existing audience will engage and broadcast the best ideas
• It doesn't need to be polished or produced — just consistent

Level 2: Inspire

• Go beyond teaching into motivating
• Share your journey, struggles, and successes
• Be vulnerable and authentic
• Document your progress, not just your expertise

Level 3: Entertain

• The hardest but most far-reaching
• Entertainment is the king of content on every platform
• Think about jokes: 1) say something, 2) establish a pattern, 3) break it with a punchline
• Example: "Entrepreneurship: work 60 hours a week so you don't have to work 40 hours a week"

Social Media Guide

• Create two accounts: Personal (you, the human) and business (you, the business)
• Don't share what you ate for lunch. Status updates won't grow your audience.
• Be authentic. Focus on ideas, not self-promotion. Your job is to give, not ask.
• Build in public. Share what you're working on, what you've improved, what you've learned.
• Trust the feedback loop. Post consistently, see what resonates, do more of that.
• Pick one platform that works for your business rather than juggling all of them.

Email: Own Your Audience

• Social media = rented land (algorithms can change, accounts can be shut down)
• Email = owned land (direct line to your customers, no algorithm)
• Start building an email list immediately
• Offer something valuable in exchange for an email (guide, PDF, checklist)
• Each email subscriber is worth far more than a social media follower
• Apply the same educate/inspire/entertain framework to emails

Content Calendar

Create a simple, sustainable schedule:

• Pick 1-2 platforms + email
• Post consistently (e.g., Twitter M/W/F, YouTube once a week, Instagram once a week)
• Quality over quantity — a monthly newsletter with substance beats daily noise

Spend Money Last

• Most growth you see is paid for. Don't be fooled by it.
• Only spend on ads after you have organic traction and know your customer profile
• When you do spend, use lookalike audiences (Facebook/Instagram can find people similar to your existing customers)
• Spend money on your customers (rewards, loyalty) before spending on acquisition
• Common sense rule: don't pay more than you make per customer

Output

Help the user create:

1. Their primary content platform and posting schedule
2. 5 content ideas for each level (educate, inspire, entertain)
3. An email list strategy (what to offer, how to collect)
4. A "build in public" plan — what to share from their journey
5. When (if ever) to consider paid advertising