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Since you didn't mention the "timing set" (gears and chain) I presume you're talking about the timing mark on the crank. That should not be zero, but should be around 8-12 degrees before TDC at idle
My 351m ran like crap at the factory idle mark, so I timed it with a vacuum gauge and tachometer. Disconnect and plug the vacuum advance to the distributor. Attach a vacuum gauge to full manifold vacuum. Alternately rotate the distributor and blip the throttle until you get the highest, steadiest vacuum at your preferred idle speed. After you reach the maximin, back it off a couple degrees.
Remove your testing equipment, hook the vacuum advance back up, and take her for a spin. It might not be perfect, but it'll be a lot closer than zero is!
I think he means straight up timing or zero. What I think is happening is the distributor itself is giving too much mechanical advance even though he might have the timing set properly.