The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It

Demographics and psychographics are the two essential pillars supporting a successful marketing program. If you know who your customer is—demographics—you can then determine why he buys—psychographics.

“Thus freedom is not just the matter of saying ‘Yes’ or ‘No’ to a specific decision: it is the power to mold and create ourselves. Freedom is the capacity, to use Nietzsche’s phrase, ‘to become what we truly are.’”

by knowing you (or Johnny Jones), your prospective customer is going to: (1) be on the inside of the financial winners circle with people who are in the know; (2) be treated like important people are; (3) use money like the “pros” do; and (4) gain control over his life.

establish your credibility in the prospect’s mind by communicating two things. First, your company’s expertise is such matters: “We are Money-Controlling Specialists” (we, at E-Myth Worldwide, call that a Positioning Statement). And second, your personal willingness to do whatever is necessary to utilize that expertise on his behalf:

Something is missing in most of our lives. Part of what’s missing is purpose. Values. Worthwhile standards against which our lives can be measured. Part of what’s missing is a Game Worth Playing.

It makes appointments. To do what? To deliver the Needs Analysis Presentation.

It’s a yearning for relationship with

What is this Entrepreneurial Revolution people are talking about today, where millions of us are going into business for ourselves?

ourselves and the world in a way impossible to experience in a job.