Marketing plan simplified system

Every time you work on a project where marketing is needed – almost every project – there are 3 elemental options. First, you search the web for a “step-to-step” marketing template and you follow it through. Second, you hire a marketing consultant that can do it for you. The third one, you can create a marketing plan simplified system, at your own way. Respecting not the fundamentals, but the very key factors for every essential area.

The idea behind this simplified system is that you can develop and execute the plan you build in less than 10 hours.

Marketing plan – the system (simplified version)

This is the method we follow in advising, consulting and also at IG.

Marketing plan simplified system

1. Goals. Set your goals. Plan the plan. What is in for you?

2. Stop doing. What to give up. What to quit. Where you wouldn’t go. Management and efficiency. Priorities and opportunities.

3. Strategy. Draw the road. Where are you going to focus on? How to obtain the goals you set up? The method.

4. Mechanics. How to start pushing ahead. Creating forward motion. Where to start. Where should we establish the command base?

5. Connection. Your potential target. How to connect with the people that would buy your product or will use it as a service. Marketing at its fullest meaning.

6. Core. The centre of your main activity. The place where everything nourishes and perishes. How to create, develop and optimise your website for meeting business purposes. Then working on improvements.

7. Content tactics. Content marketing for beginners. Storytelling, campaigns, activations and the technics. Ready for the selling.

8. Actionable marketing, better said, fast marketing. Easy marketing outposts and simple creative promotional ideas, so you can enter, obtain results, and then leave silently.

9. Launching. Simplified execution template.

10. Real world. Flesh and blood. This is what happens when the human and real interaction occurs.

Respect for the simple stupid

My job, your job, the marketing, the industry, our customers, clients, do not respect tradition, we all respect the outcome. Don’t talk me about fundamentals, tell me about how are you creating value and utility for the rest.

Simple, simplified, for amateurs… yes, just what it’s easy to do. It has no such a mystery, everyone could do it. That’s the key part, so your marketing, your sales, and your business will start skyrocketing. Leave complicated for the experts.

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How to create the ultimate personal brand

The most important thing first, forget about personal branding.

Start working relentlessly. Push yourself forward so hard that whoever is chasing you don’t have time, energies and determination enough for even copy you. Find your art, the work that matters, the one that you and only you (or very few) can do. Understand the context, industry, clients, constraints and success factors and make a difference in every chance you have.

How to do it

  1. Invest in learning and acquiring really difficult to achieve core abilities, super habits and driven execution methods.
  2. Build stuff valuable and scarce.
  3. Ship – experiment – test.
  4. Fail and learn how to fail.
  5. Try differently.
  6. Repeat the process during 5 or 6 years. No rest. No holidays. Preferably. *Don’t stop sharing the (honest, vulnerable and useful) story you’re leaving behind while you’re living it up.
  7. Improve every day, one learning a day, or weekly maybe.
  8. Develop a platform when you can tell all those stories, adventure, projects, experiments, results and reflections.
  9. Support you stories with evidence and facts that speak for themselves. Be concrete.
  10. Offer small tests of (almost) everything that makes you special. During at least one or two year time-period. Services, products, workshops, etc.

 Shortcut towards your personal brand

If the option I offered you below seems hard and you feel lazy, try this shortcut:

  1. Work diligently over 7 years (more or less).
  2. Be exceptional at least in one single thing, if you’re not, return to #1 until your exceptionality appears.
  3.  Do 30 times more than the times you’re talking. Later on, let the results take credit.

If what you do don’t shine for itself, it means that it’s not the moment for your personal brand, It’s the moment for being brilliant at what you do.

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What you shouldn’t be doing

What’s on your list of thing you shouldn’t be doing?

  • Counting likes as a success metric.
  • Checking your social networks every 30 minutes.
  • Verifying your email inbox 15 times a day.
  • Writing the article at the end of the night.
  • Leaving the hardest task for the last of all.
  • Working on assuming rather than on questioning.
  • Preparing yourself 30 minutes before the performance.
  • Rambling 3/4 of the times you should get straight to the point.
  • Talking the double of the times you are doing.
  • Cursing everyone when you don’t get results.
  • Eating so much before going to bed.
  • Ignoring “the story in your mind”.
  • Feeding yourself only when the clock says so.
  • Embracing bad habits.
  • Eating wheat.
  • Taking salt, sugar and flour.
  • Reading books only from time to time.
  • Lowering your manipulation degree.
  • What a powerful technique in order to be focused.

Every morning when you wake up, take a look at the list and focus on sticking to two or three particular items. New distractions or time killers will come up, while others will drop down.

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How to launch a project


1. Projects that require big budgets are a heavy weight for launching, there’re a lot of constraints going on. On the other hand, small or really creative / no resources projects are very likely to be launch more easily. Develop projects without big resources, if you learn how to make it through the scarcity, you’ll win. Learning how to do less with more, helps you to do more with more.

2. Avoid the “you-need-a-business-plan” tale. You don’t. Most of the times.

3. Don’t look for validation about your project, your idea-project will be killed.

4. Don’t invite ego to the party. Assume you’ll have to trash frequently and a lot. No problem, just admit it.

5. Set a launching date (deadline), o matter what happens, you must stick to the deadline. Then, when it comes, launch.

6. Hire your weaknesses. Focus on your core area and/or strength. Look for the right people, not only the one that makes the project more powerful but, the ones who you can trust to and commit with.

7. Assume you’re going to launch and you’ll fail at something. Wear the “permanent beta” t-shirt and enjoy the ride.

8. Test first with you best critics.

9. Build and launch a campaign that tells a wrong and negative story about your project, when you launch people will be caught off-ward.

10. Build a really tactical promotion plan. Develop some creative campaigns that get you closer to the people may be interested in your project. Set up an email account “” so every time someone sends an email, they’ll get an automated reply that contains a reward, discount or a surprise.

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How to make any business work


1. Assume that you need an extraordinary product beforehand, or a service that marvels customers. You must create something quite different from what the rest is offering. If you don’t have it, if your business is not remarkable, you must focus on this key point until you have an edge. Stop reading, stop looking for the secret sauce, subscribe less, stay on track, do what you need to do. Rethink, prototype, enhance. Ship, test, redesign, polish, ship again, test again, analyse. One day, you’ll have this kind of product or service.

2. Build a list of the right people you need in order to make your business works. That’s basically your (dream) team. Do not consider hiring anybody unless they develop a critical function: customer care, maintenance, distribution, design and development, operations, sales, etc.

3. Build another list with a comprehensive and detailed job description for every position you need to fulfil.

4. More lists please, build another list (which follows the other two) that describes what these people need to achieve.

5. No matter if you have a freelancing team or not. You should consider firing everyone that does not match #1, #2, #3 and #4. Then, go, look and test for minded-professionals until you find the right people for the desired outline – outcome.

From now and on, it’s a matter of time. What is coming next are strategies, tactics and execution. Team spirit, finance management, media and sales. The rest is plain guts, passion, is excellence, caring, consistency. It’s humanity and coherence. And principles.

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Non-requested advice


Focus your job on delighting only 20 customers.

Don’t look for applause, look for the part that was not understood.

Ignore destructive criticism at all cost.

Stop working for people that have different values than yours.

Launch as many things you are capable of.

Go and create a business that helps you grow. At least one in your life, just try and see how it feels.

Frame your story in terms of your customer worldview.

Look people in the eyes.

Do something absurd every week.

If in doubt, act randomly, but most importantly, act.

Build a personal relationship community around 40 people at maximum.

Switch off at least 7 days every three or six months.

Say no. More often than not.

Give yourself 30 minutes every day to work in your craft.

Instead of doing simply the job you are required to, go the extra mile.


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Thought-provoking marketing

Looking for thought-provoking marketing?

Organising an industry event that over-promises and under-delivers.

Finding products that only meet your more basic needs. A just-ok product.

Getting bad criticism for the job you did, even if it wasn’t created for the audience you intended.

Welcoming flattering comments for the magnificent work you did, even if it was performed for a different audience you had in mind.

Targeting micro-niche you can’t enchant and support.

Developing a marketing strategy for connecting the connected.

Implementing a digital plan for connecting the disconnected.

Building the next big move everyone will talk about. Distracting you from doing the work that pays your bills.

Working for people that don’t know you, doesn’t want to know, doesn’t’ like you and doesn’t interest you.

Focusing all your sales efforts on reaching to a newer audience, this instead of focusing on retention, rewards and cross-selling.

Making a difference in your brand and not in your employees.

Spending money on Television ads.

Investing more a more in ridiculous agreements that enslave customers and suppliers.

Trying to win power and influence only because you know the right influencers.

Amplifying doubt and fear so people can buy your product or use your service.

Exchanging short-term goals for dignity and possibility.

Ignoring the community’s advice about what your brand should do to care more.

What is still being considered as expensive, it will continue being perceived as expensive. Marketing is filled with missed opportunities and lesson that haven’t being learned.

It’s not marketing either

Of course is not. Clearly not.

It never was valuable, useful and thought-provoking marketing, it’s not now either, and it never will be.

The good news, just about everything that reverses these practices, it’s thought-provoking marketing. Indeed.

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How to build a human brand

1. Define your leitmotiv: “establishing emotional connections” for instance.

2. Let the feelings flourish: anger, sadness, happiness, love, joy, etc. Make sure that feelings are authentic and not pretended.

3. Chose the appropriate ambassador, the one who best represents the brand inside your community and market.

4. Draw the ideal shape of the person that will connect with your brand (known as buyer persona). This person will buy from you and spread the word. Once this ideal buyer persona is developed, fit your narrative, messages, services, logistics, operations and marketing touch-points so you can design everything around this profile. Not on the contrary.

5. Don’t post what you want, post about the content that your community wants to read, listen or see. Listen before acting on something.

human brand

6. Build peripheral services that add an extra value to you product o service. It has to be based on #3.

7. We don’t care about what your brand sells. You’d better organize workshops and seminars at no cost for educating potential customers. Right before they buy you product or acquire your service.

8. Build an emailing database not for promoting, but for approaching a specific target that has a specific need that you know how to provide it.

9. Send a very human email (not intrusive marketing please) only when you can create a positive impact, only when it’s worth it. This means reducing by 95% your actual email marketing tactics.

10. Start conversations with the goal of obtaining inputs that can help your brand and community improve.

Build a brand for the people – a human brand

If you use these ingredients, your marketing will expand your brand awareness and resonance. It will help you to grow your audience and reach. Mainly because you’re working for the people, you’re humanizing your business. The strategy is lead by customer feelings, their thoughts, needs and wants.

Put people right where they have to be, in the center. If this process is done well, the customer and your client will think that your brand belongs them, This is it.

Photo credit: Intersection Consulting.

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Some greatness in marketing

Looking for greatness in marketing? Free prize inside:

1. If your product strives for delivering the biggest possible utility. Or if your service thrives for adding more added value embedded in the service itself. If your product or service races against the biggest possible value, you win. Greatness.

2. Your product will fail or you’ll deliver a bad service, that’s right. Then, the interesting step, you should move forward quickly, taking responsibility for it, and coming back to delight the customers who suffer it.

3. Practising – every day – the following mantras: “done is better than perfect” / “if you don’t ship consistently, it doesn’t count” / “no matter what, you’ll fail, try different”.

4. Spending less time polishing your posts on social media, and more time spent on building habits, abilities and skills that are aimed at enchanting the people around you. And yourself, of course.

5. Make the word success an interchangeable word for choosing your customers wisely. And life too.

6. Fall in love with yourself, then with your job. Then with your product or service. And finally with the people that come to cheer you up.

7. Don’t measure your product or service with your competition. There’s a whole world in between.

8. Bet and cash on your weirdness. Empower your nerd and make it your everyday business.

Greatness, it’s already within, we only need to unleash it. Greatness is a choice.

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How to dance with uncertainty

1. Be gentle, stay calm, keep a positive attitude, choose your beliefs carefully. Understand your bias and aim to comprehend different worldviews than yours.

2. Understand that change means something like: “this is going to bring something better, bigger and ultimately, happier, but it won’t be like lying on the beach, probably”.

3. Your mindset has to send the following message: “the situation is going to change abruptly, the context is going to change really fast, the map is going to change radically, the market is going to change negatively, mi profession is going to change for the worse, my friends are going to change forever. Change itself requires that I change not only at the same pace but faster”.

4. This powerful muscle you have within it’s called the brain, it’s probably the most amazing thing in the world. And guess what? You possess one. Yeah. It’s far resistant, resilient, malleable and surprising than you’ve ever thought.

5. Look, find and talk to your demons.

6. The most difficult part of uncertainty it’s not if you accept uncertainty or not. The part is when you have to be aware of how your amygdala is trying to sabotage, manipulate and control you.

7. You can’t control everything, this is beyond doubt. Read this, you can’t control people, but you can control yourself. You’d better take advantage of it.

8. Belief in something greater than just you. Believe in empowering people through the work you do.

9. Surround yourself from change agents that help you to see what you can’t see.

10. Leap. Leap. Leap.

Keep dancing.



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