The 10 Com­mand­ments of Power Posi­tion­ing: Mag­i­cal Mar­ket­ing Strate­gies for Cre­at­ing an End­less Stream of New, Repeat, and Refer­ral Busi­ness is Michel Fortin’s ebook that brings together the art of posi­tion­ing with the sci­ence of direct response.

This ver­sion is the 3rd edi­tion with over 140,000 copies dis­trib­uted to date! This is includes third party dis­tri­b­u­tion since peo­ple are invited to freely pass the ebook around. In fact, the esti­mate is in excess of 140,000 copies in all. (It’s prob­a­bly closer to 300,000 copies if not more.)

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Here are the work­sheets to use when apply­ing Michel Fortin’s G.O.A.L. method. You can sim­ply use the tables below as a model to guide you. You can use them on a sheet of paper, in your jour­nal, or on your computer.

But if you do pre­fer the print­able ver­sion, you can down­load this book in dig­i­tal PDF for­mat by click­ing here. Most browsers have the PDF plug-​​in already installed.

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“I con­ceive that plea­sures are to be avoided if greater pains be the con­se­quence, and pains to be cov­eted that will ter­mi­nate in greater plea­sures.“
– Michel Eyquem de Mon­taigne (Circa 1500)

Remem­ber that it’s not your goals that really count but how you live your life accord­ing to what’s impor­tant to you. If you feel you can not incor­po­rate this sys­tem with your cur­rent job or other respon­si­bil­i­ties, you should first try it out.

You might find out that your job is indeed part of your pri­or­i­ties or that it doesn’t mean any­thing at all to you. If the first is true, then you will have a greater zest and love for what you do. How­ever, if the sec­ond is true, then start look­ing for some­thing you love or would love to do.

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“Per­fect self-​​expression will never be labor; but of such absorb­ing inter­est that it will seem almost like play.“
– Flo­rence Scovel Shinn

In Suc­ceed­ing Through Inner Strength, Dr. Nathaniel Bran­den says that peo­ple uncon­sciously lower their self-​​esteem through their goals.

They usu­ally start by writ­ing down some neb­u­lous wish and may start work­ing on it with the best of inten­tions. They may even know exactly what they want and work really hard in order to get it. How­ever and more often than not, they quit and do so some­times just as fast as they have writ­ten it down.

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This small book­let con­tains ten core prin­ci­ples based on my “Power Posi­tion­ing” con­cept — a set of pow­er­fully effec­tive strate­gies that have made tons of prof­itable busi­ness for many entre­pre­neurs and pro­fes­sion­als like you.

These ideas are dis­tilled from my inten­sive train­ing sem­i­nars that have cost some peo­ple up to $2,495 to learn. They are offered to you here for a much more mod­er­ate invest­ment that, if applied prop­erly, will surely return your invest­ment a thou­sand times over!

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A recently under­stood seg­ment of mar­ket­ing is the immense power behind the prod­uct cat­e­gory. Often, many busi­nesses build their entire mar­ket­ing strat­egy around a par­tic­u­lar brand and its bet­ter qual­i­ties within a cur­rently known prod­uct cat­e­gory, only to have it all go down the drain in the end.

Remem­ber the “New Coke”? In the 80’s, Pepsi con­ducted taste tests called “The Pepsi Chal­lenge.” Coke, on the side­lines, also heard from their own research that a newer, bet­ter tast­ing brand would beat Pepsi.

Only 77 days later, accord­ing to Coke’s for­mer mar­ket­ing vice-​​president Ser­gio Zyman in his book “The End of Mar­ket­ing As We Know It,” not only were they forced to rein­tro­duce the older ver­sion as “Clas­sic Coke” but they also had to even­tu­ally wipe the New Coke out. Bet­ter is not always bet­ter.

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The fol­low­ing is prob­a­bly the great­est com­mand­ment in “Power Positioning.”

Now that we’ve talked about lead gen­er­a­tion adver­tis­ing, the next step is where to adver­tise. And the trick to hav­ing as many pre-​​qualified prospects come for­ward is to have your ad noticed and read by such a spe­cific group of peo­ple as much, as often, and as effec­tively as pos­si­ble. Gen­eral pub­li­ca­tions won’t do that and they cost a lot of money… That’s cost-​​per-​​lead money.

Spe­cial­ized pub­li­ca­tions, on the other hand, have the dis­tinc­tion of appeal­ing to a spe­cific audi­ence and thus increase the chances of it being noticed as well as read. Why? If one news­pa­per has a read­er­ship of 100,000 but only 25,000 fits into your demo­graph­ics, where another has only 40,000 read­ers but all of which fits into your demo­graph­ics (because the pub­li­ca­tion is spe­cial­ized), which one do you think will give you the great­est response?

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