There are plenty of useful tactics in the tactics subforum if you are unsure of how to build your own. That's what I used in FM 10 and FM 11 until I figured it out -- but that's mainly because I know nothing about football because where I'm from we call it soccer.
However, getting promoted is pretty easy and I do it on a regular basis without the benefit of shortlists or knowing who exactly to buy. The key difference is finding a tactic that suits your team, sticking with it, and then buying players that fit it. I tend to go for very strong, aggressive tactics. I might concede more than I should, but I score more too.
Also, don't be too attached to your players. Feel free to sell them if you can find someone better (scouting is a big help, as is the scout suggestions from the backroom advice menu). I tend to not sign anyone unless my assistant manager says they are at least 4 stars or if their potential is maxed out. I've developed players from the Blue Square South that are still key contributors in the Premier league because I gave them time on the field and they grew every year.
Hope that's a starting point.