Positioning and Differentiating Your Business

The E-Myth Mastery Program
Module 2: E-Myth Marketing Fundamentals
Business Development Process: MK-0040

Positioning and Differentiating Your Business

Positioning Strategy Worksheet

The E-Myth Mastery Program
Module 2: E-Myth Marketing Fundamentals
Business Development Process: MK-0040

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Target Market:

Part 1 – Developing the Components of Your Positioning Strategy The first step in writing your Positioning Strategy is to select the six general components by checking the appropriate boxes in each category below. Then translate those general components into the specific elements of your Positioning Strategy by writing down how each applies to your business in your target market.

I Product acceptance
I Commodity selection
I Brand preference

How it applies in this market segment…

I Prestige identification
I Preemptive persuasion
I Brand/product imagery

How it applies in this market segment…

I Interpersonal
I Objective
I Introverted

How it applies in this market segment…

General classification

Relative standing

Gratification mode

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I Experimental
I Performance
I Value

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Not just a car, but the ultimate driving machine. (sensory
impact, unconscious associations)
Not just an investment service, but your road to financial
independence. (unconscious associations, conscious-mind
conclusions)
Not only a restaurant, but your best value in good taste.
(functionality, price/value)
More than an insurance company, we’re round-the-clock
security. (access/convenience)

As you think about ways to redefine your product, keep in mind: 1) the product and company attributes that are most important to your customers; and 2) the attributes that make you stand out from your competition. You’ll find it helpful to keep in mind the Central Psychographic Model – the type of buyer in your market segment – while also staying aware of what sets your business and its products/services apart from the competition.

All these product attributes need to be considered in the context of why people buy and how they get their emotional gratification. Building a Positioning Strategy founded on these essential
elements will give you the best competitive advantage.

Developing Your Positioning Strategy
You should have a written Positioning Strategy for each of your target markets. A good Positioning Strategy contains all six components we’ve just covered in the first half of this booklet, in addition to an opening sentence. The six components are:

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Purchase preference

Positioning and Differentiating Your Business

How it applies in this market segment…

Copyright © 1986, 1988, 1994, 1996 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.

General classification
Relative standing
Gratification mode
Purchase preference
Key psychographic characteristics
Key product attributes

It’s best to write your Positioning Strategy in two steps, which the worksheet at the end of this booklet shows you how to do. First, identify the generic components of your Positioning
Strategy, then translate them into the specific language and wording that apply to your target markets.
You’ll find it works best, especially the first time you do it, if you keep this booklet handy so you can refer to the section that

Copyright © 1986, 1988, 1994, 1996 by E-Myth Worldwide. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from E-Myth Worldwide.

The E-Myth Mastery Program
Module 2: E-Myth Marketing Fundamentals
Business...