Eric DeeranOne mission — help agency owners build businesses they actually love running.

Here's how to price yourself in a category of 1 vs commodity based pricing 👆 #shorts

7 Feb 2023 · 1 min

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0:41

A short YouTube clip by Eric Deeran advising video professionals to specialize in either a method (a style/format of video) or an industry (a type of client) so they avoid commodity-based pricing. Commodity pricing occurs when clients can compare you to many other videographers and push rates down; being in a "category of 1" means you offer something distinct that prevents direct comparison and allows higher rates. The clip recommends choosing one specialization to escape price competition.

Chapters

You need to specialize in either a method or an industry, a method being some sort of video that you're really good at and an industry being some sort of type of client that you're really good at working with. You need to specialize in one of those two things if you want to be successful. You're a jack of all trades. You're going to be stuck in commodity based pricing instead of being in a category of 1. Commodity based pricing is when they can compare you to any other video person out there, which is why you're probably getting walked down in price right now. Being in a category of one means that they can't compare you to anybody else because they have no one to compare you to. And so if your offer isn't the same as everybody else's, that's when you can charge higher rates because you're in a category of one, or you offer something that those people don't offer.