You’ve got to create a separation between yourself and the rest of the market without insulting your competition.
We developed a client’s sales strategy to differentiate them between other video production companies. Their competitors make the same videos, use the same cameras and lenses, and have talented cinematographers; but the purpose of our client’s videos is that they are specifically designed for conversions. We all use the exact same equipment, but we have a different approach so we paid specific attention to the story arc with the explicit purpose of conversion.
You’ve got to create a separation between yourself and the rest of the market without insulting your competition. But here’s the thing: What if somebody’s desire is not conversion? What if they desire something else? I could say, “that will only work for people that want to convert and want to increase conversions, So why don’t we create a different version of the script that does exactly that, from a differentiation standpoint. That’s where respecting mediocrity of the game comes in because it’s easy to overcomplicate things. You can take a very simple idea and overcomplicate it very quickly. The reality is, when you respect the mediocrity of the game, you are looking at people’s basic animalistic instincts and you create something that doesn’t overall fit a standard mold. It’s not going to work for everybody. Some people are going to say, “I want to do X and I want to do Y, etc”. And your response is simple: “you can be like them or you could be like us.”
Being like them is being like everybody else, but being like us is very specialized and unique. They may or may not want what we have, but they still don’t want to be left out of the “in crowd”. And the reason behind that is because of the way we crafted the messaging, it pulls people in. So when you respect the mediocrity of the game, you create very limited options, you make it very simple, and it allows you to launch, and you don’t get analysis paralysis.