As a professional copywriter, I would suggest the following improvements to the content:
1. Simplify the language: While the guide aims to offer practical advice using plain English, there are still some phrases and terms that could be simplified further. For instance, instead of saying “the aim of developing a marketing plan is to map out how you can gain more customers for your business,” it could be simplified to “the aim of a marketing plan is to attract more customers.”
2. Use subheadings: Breaking up the content into subheadings would make it easier for readers to navigate and find the information they need quickly. For example, the content could be divided into sections such as “Why write a marketing plan,” “Before you write a marketing plan,” and “How to write a marketing plan.”
3. Provide more examples: While the guide offers some examples of how to define your target audience and brand proposition, it could benefit from more real-world examples to illustrate the points being made. For instance, it could provide examples of businesses that have successfully targeted a specific audience or created a strong brand proposition.
4. Use visuals: Including visuals such as infographics or diagrams could help to illustrate some of the more complex concepts in the guide. For example, a diagram showing the different marketing channels available could be helpful for readers to understand which ones would be most effective for their business.
5. Provide more detail: While the guide offers a good overview of the key elements of a marketing plan, it could benefit from more detail in some areas. For example, it could provide more information on how to conduct market research or how to set a budget for your marketing plan.