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