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
I
I
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
I
I
I Experimental
I Performance
I Value
Page 9
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
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
I
I
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
I
I
I Experimental
I Performance
I Value
Page 9
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