Build Profits: 7 Step Marketing Plan plus How To Market With No Cash

Jay Conrad Levinson is known for his “gorilla marketing”  advice.  He recently listed on Rich Shefron’s blog his 7 Step Simple Marketing Plan.  I read this today and thought you might like it before we get to the main topic. This is a very good guide to remember.  Here they are: (for the complete blog article Click Here )

1) What is the purpose of your marketing? (What action do you want them to take?)

2) What is the main competitive advantage you stress to achieve that action/purpose? (What main benefit do you offer that your competitors do not?)

3) Who is your target audience?

4) Which marketing “weapons” will you use to achieve that action/purpose? (Expressed as a list.)

5) For your market niche, what do you stand for?

6) What is your identity, your personality?

7) What is your marketing budget? (as a percentage of your projected gross sales)

How To Market Your Business With Little or No Cash

Most consultants and authors offering training programs and services assume you have the cash to implement a sound marketing plan.  That is often a misguided assumption and this begins  to address a common issue of marketing with little or no cash. Many entrepreneurs and companies are experiencing a cash crunch.

The following steps are essential for marketing your business when you have no cash. They are also essential when you do have cash. Cash will help you advance your results faster.

The  Most Important Step – Always –  and There Are No Exceptions:

Spend Most of Your Time Marketing Your Business. This is a mindset coupled with a commitment and knowing what is productive time. Jay did not list this. Most do not. This is the number one item I work on with companies and with people I coach. This is the number one item I work on for my own ventures.  This is also a challenge for most people since it is easy saying “I was busy today”.  I say if you are not working on building new business and strengthening what you have,  most other activities are just busy work.

Second Step: Know How To Use The Tools Requiring No Money and Those Most Helpful When You Have Money

If you are reading this you are on line somehow and I realize there is a cost for a connection. A computer and a connection are required.  They cost money.  They are essential tools.  This article is how to market when you have little or no cash. You have to have a connection to market even if you are an off line based business.

How To Market When You Have Little or No Cash.

1. A web site is now required for credibility  and I recommend using  blog technology in most cases. If your business needs an html based web site fine.  You still need a blog.
2. Use social media to drive traffic to your blog.  The primary social media sites for driving traffic are Facebook, Twitter, YouTube and LinkedIn.
3. Your goal is strengthening the relationship with your visitors and encouraging them to become part of your list. Even when you are selling a product on line, your primary goal when using the no money marketing approach based on social media traffic is to move your target audience from your social media network to your list where you can communicate with them.

Facebook groups have similar characteristics of an email list.  However, at no time will pounding on your network to buy from you be an effective marketing  strategy.  The Build Profits Group on Facebook is a good example.  All the content sent to the group is intended to be of value. At the same time there is no secret as to my business ventures and professional services.

I used and continue to use Facebook, Twitter and YouTube for the development and growth of three businesses that have cash profits this year. Last year two of the three did not  exist.  Two of the Three took less than $100 cash. Manifest Mastermind was less than $1,000.  Today all are marketed using social media.. time yes, cash no.

Manifest Mastermind:
New Digital Media, Inc
IR Consulting, Inc

I use one autoresponder account for all businesses and lists. I use one hosting account for all domains. If you have no cash you can use blogger and by-pass the autoresponder.  When you have some cash, convert your blogs to a WordPress based platform with individual C-Panel access. If you don’t know why you need these tools,  learn. I feel an autoresponder is a must have tool for building a list. No matter what is being discussed in social media circles, email is still very important and valuable.  So if you cannot afford an autoresponder, then track your email list manually until you can afford it.

Once I had built some cash flow, I outsourced certain of the work required to continue building the social media network and continue to do so.  Notice earlier I mentioned I do not spend cash on marketing. However, I do leverage my time which is very valuable. I view the development of your own social media network essential for business and your social media network is an  asset. I work on this everyday – everyday.

I do not outsource content origination meaning blog articles, posts to Facebook groups,  Tweets and autoresponder messages. Some of this work can be outsourced. I do all of it now and some of it soon, will be  outsourced.  However, some content cannot be outsourced as it is my voice.

I will cover key points in building your social media network in the next article.

The easiest way to follow this series is to become a member of  my Facebook Group Build Profits. Register for my list.  What is in it for you?  Candidly the information you receive here in most instances is more valuable than programs you will pay hundreds and even thousands of dollars for.  Why do I offer this information?  Because some people will want me to become part of my Executive Coaching Program,  some companies will want my consulting services and some will want help in building their social media network. Most of all some people will write and say ” I followed what you wrote and it worked – thank you”  That my friends is the greatest reward of all.

Sending you energy of health, happiness, prosperity

Steve Pohlit

Business Consulting, Executive Coach
Turnaround/Crisis Management
Temporary CEO, CFO, Controller Services
International Business Resources

Social Media Services
New Digital Media, Inc.


About: Steve Pohlit is a CPA,MBA and has been the CFO of several major domestic and international companies.  Steve is a business owner and an expert business consultant focused on building profits and net asset value. He is very experienced with Internet marketing and social media marketing.  All articles published by Steve unless specifically restricted may be freely published with this resource information.

Social Networking: Response To WSJ Marketing In The World of The Web

Tom and Michael’s article “Marketing In The World of The Web”  is excellent work pointing to the changing landscape of retail marketing. The high rate of growth for the social networking sites is surprising many. Naturally strategies to recognize these trends are in the experimental phase. 


My own research into social networking was launched by becoming very active on a number of sites. My experience has been very enlightening. The guidance I offer as a result of this experience is actually very similar to when the Internet was in its infancy: “Make best use of the tools that become available. Continually test to determine which applications work best for your business. The primary goal as it relates to building revenue is to continually strengthen positive relationships with your customers and prospective customers. Use technology to assist in achieving that objective. Relationships are key as they will confirm what you are doing right and what you can be doing better.”


Social networking appears to be great resource for building relationships. Ultimately a social networking strategy needs to be linked to the point of purchase. If you are largely selling on line you should have an aggressive program to build a strong social network. This recommendation becomes progressively stronger when your on line customer base is international.  I recommend one of your most experienced and talented marketing professionals be in charge with the sole objective of linking your social networking strategy to the goal of further achieving the customer relationship objective. There is a huge integration opportunity.  


Harley Davidson was mentioned in the article. Harley is a great brand. They will and should continue to strengthen the brand. Their opportunity is to build a tighter connection with their dealers in the marketplace from the eyes of the customer and potential customer. The social networking value in this example is generally solidified within a market and ultimately by the dealer. Again another integration opportunity with strong customer and prospective customer relationships being the goal.


So the landscape is changing but I don’t think the underlying fundamentals are. Develop customer loyalty and those customers are your most significant asset with your prospective customer. Communication is key in executing that strategy. Social networking makes it that much easier to communicate.


Sending all my readers the energy of wellness, peace and abundance

Steve Pohlit,
The Profit Expert

Network with me on Facebook: LinkedIn: Follow me on Twitter

Steve is the President of International Business Consulting Resources. His firm specializes in guiding companies to rapid increases in revenue and profits with a sustainable growth rate. Don’t miss my FREE Report: How To Make More Money With Your Business Now and Long Term I am building my practice and welcome new client inquiries. Call me for a fee consultation at 727-587-7871

This report may be freely distributed without restrictions with the original content including this resource box remaining unchanged. Author: Steve Pohlit, Business Consulting Services, Executive Coaching, please visit

PS. My doors are open for new clients and referrals are well compensated.

Business Blogging – Steve Reports Replies To BusinessWeek

This week BusinessWeek published a business blogging article titled Beyond Blogs. Actually it was a follow on to a business blogging article originally written in 2005 which has received a lot of attention. (Click Here to read the current Business Week article)

As a major advocate of blogs, blog technology and developments since 2005, I was very interested in what the authors had to say. Certainly there was good content in the article. My reply that follows addresses what I believe to be the number one issue on people’s minds that spend time using blogs, blogging and now participating in social networks. At the conclusion I provide the advice I give to clients. Please take a few minutes and comment on this topic.

(this is what I posted on BusinessWeek.)

Increasing numbers of people feel the value in being connected. I think many still struggle with how best to use these networks and technology. While continuing to make connecting and receiving information easier, how should a business or person best navigate this information?

In that respect I don’t think the principles of research and investing time have changed. I advise my clients (and do this myself) to focus on those key areas of business and personal interest and build from there. One very important point: this is a “givers gain” world which is a great development. Like many others I provide guidance and content that was once kept secret and came with a steep price tag.

With increasing volumes of very valuable free contet, what are people happy to pay for? The answer has been and continues to be the same. They pay for value as measured by results. I am delighted to build my practice on a results driven model. I am also very grateful for the developments of social networking, blogs and for authors who write great articles like this one for BusinessWeek.

Steve Pohlit


Steve is the President of International Business Consulting Resources. His firm specializes in guiding companies to rapid increases in revenue and profits with a sustainable growth rate. I am building my practice and welcome new client inquiries. Call me for a fee consultation at 727-587-7871 Remember many of my business building articles can be found at Steve Reports and my prosperity building tool is The Prosperity Tool Chest

6 Steps To Building Community: Steve Pohlit Reports on This Article

(The following excerpt is from an article posted on and my comment was written to offer guidance to those still questioning the value of communities or wondering how to participate. Steve Pohlit)

Jim Lynch Writes For Imedia:

The secret — the message is more important than the mechanics
There are many new and old media tools that you can use to manage your community. No doubt, these tools are important. But remember, it’s the message that attracts, nurtures and grows your membership. It?s the message that will ultimately enable you to realize the business value of a B2C or B2B community. Your message needs to be targeted, relevant, interesting, differentiating and compelling for your audience.

Communities are an exciting new way for businesses to connect with their markets. You can build your own or plug into influential communities of people with a vested interest in your success. Don’t wait to get started. Learn as you go and refine your strategy based on what you learn. This is a great opportunity for marketing professionals to deliver new breakthrough programs.

Steve Reports:

Excellent Jim – you have clearly articulated the essential elements of facilitating a community and building a relationship with the community. I appreciate the examples of Dove and Oracle in your article.

I think for smaller companies and entrepreneurs, they may be wondering how to best develop the value of a community. My current thinking is to research the social networks with relevant members like Facebook, LInkedIn and MySpace and build your network. Also join relevant groups and start your own group. At there is free guide for Facebook and the steps are easily adaptable to other social networks.

Most people do not appreciate the significance of your message but a growing number of business leaders are beginning to include transparency within a relevant community as a priority on their list of business development initiatives.

Again my compliments on an an outstanding article and message.

Be well and wishing you continued success,