Short excerpt from a YouTube video by Eric Deeran (Master Filmmaker) advising video creators on how to avoid becoming a commodity. The speaker explains that generic messaging (e.g., “we make videos for businesses”) causes potential clients to compare providers by price; by crafting a unique offering and positioning, creators can become a “category of one” that avoids direct price comparisons.
If I land on a landing page and I see a video from you saying you make videos for businesses, and I just saw 50 million other people say the same thing, I'm going to be like, okay, cool. It's probably the same. Let me find the cheapest one. So that's when you get yourself into commodity based pricing, because you look like everybody else, so they start to compare your pricing to everybody else as well. But when you have something unique, which is why we help you craft that, it's easier to put yourself in a category of one where they can't compare you to other prices because there's nothing to compare you to.
