(rhythmic instrumental music) – So, how do you standout in a crowded niche? I'm glad you're here because one of the biggest challengeswe face as a content creator is how do you ultimately stand out, right? So, this is my favoriteanalogy, and it's this.
If you think your nicheis crowded ask yourself, is coffee crowded, like thecoffee industry, yes it is.
Here's a picture of a United States, you know, coffee shelf ofall the different brands you could choose from from coffee.
It's crazy, it couldbe like anything else.
You're like I see on there Seattle's Best, Millstone, Maxwell House,Luzianne, Starbucks, Dunkin, all these other brands, right? Coffee is crowded, okay,so let's talk about it.
When you think aboutit, in the coffee space there's a brand like Starbucks, yeah? There's also a brand like Dunkin Donuts, and there's a brandlike Mothership Coffee.
Now, you probably neverheard of Mothership, but that's just like a localcoffee roastery here in Vegas.
And what I mean is maybe you'vebeen like a place like this.
Like, you've seen this guy,right, with the wax mustache, tatted arms, he's got his full setup.
You know, a coffee spot like this.
What you want to define is your USP, your unique selling proposition.
Because the fact is all three of those brands are succeeding.
All three of those brandssell the same thing.
But all three of thosebrands do it differently.
And insert whatever brands you want.
Starbucks, they're selling in experience.
For a lot of coffee aficionados they're also selling burnt coffee, right? You know, so maybe not thebest coffee in the world, but you're getting an experience.
You're getting convenience, you're getting consistency because they're everywhere.
Dunkin Donuts, you're maybegetting speed, and it's cheaper.
Mothership, you're gettingcoffee art, single-origin beans.
Just, you know, amazingflavor, bearing notes of cumin from the soils of Africa,you know, whatever.
So, they're unique, they'reall selling the same thing, but they figured out how to be different.
That's what I want for you this year is to figure out how to be different, and you need to know yourunique selling proposition.
So, on this chart we'relooking at a couple things.
And this will show you,I want you to hone in on, basically, where we want to getyou is the green check mark.
Let's start with the red check mark.
This is the losing zone.
In any industry, YouTube, Instagram, doesn't matter, there'swhat your consumer wants, the consumer wants to be entertained, the consumer wants to be educated.
The target audience, theywant something from you.
That's what the consumer wants.
And then there's what yourcompetitor does as well.
So, the consumer wants entertaining vlogs, and then the competitordoes them really well.
And maybe you're actuallybrand new to video.
So you're in the losing zone if you try to give the consumer what they want, but you go right at it fromwhat your competitor does well.
But, listen, that's not even what you do well, it's not your strength.
You're in the losing zonebecause your competitor meets the consumer's needs betterthan you do, you'll be crushed.
Just take a moment of silence right there, that's kind of intense,but you'll be crushed.
It's opening a Starbucks right across the street from Starbucks.
And you can't be Starbucks because they're already Starbucks, and they'regood at being Starbucks.
But you could open a Mothership Coffee, a local hipster coffee shopright across the street.
Because guess what, allthe people that are like, yo, I'd never set foot in a Starbucks man.
It's so corporate, I'mgoing to my hipster place.
(laughs) You know what I'm saying? Like, you're no longer actually competing.
Then the next area isthe yellow question mark.
This is a risky area.
You do it good, yourcompetitor does it good, and it's also what your consumer wants.
This is a battleground, though.
If you use emotion, your innovative, and you have a superior execution, you can win in that middle area.
You just do things better.
And the quote here wouldbe better is better than better if you canwin in this spot, right? You just have to bebetter than Peter McKinnon if you're going after that.
And dude is hilarious, he's a magician, and he's got a lot of experience, right, he's got a natural flow to it.
So rather than even compete for there I want to help you win asa content creator, right? So the winning zone now, it's what your competition doesn't do well.
But it's still what the consumer wants.
But it's what you do well,it's what your brand does well.
This is your clear point ofdifference that meets the needs, and then make it even bigger.
Then you want to amplifyhow you're different.
You're not even trying to be Starbucks.
You are Mothership localcoffee hipster roastery.
Or you're Dunkin Donuts, and you're like in two minutes or lessfor two dollars or less you'll get your coffee, and it's the best.
Literally just made that up, what a flow.
So, your USP, your USP, you want to hit that green check mark area and be in that winning zone asit pertains to your brand.
And one power strategy forthis is polarizing positioning.
All right, I need you to lean in right now because this next strategycan completely change your life if you apply it to your brand.
By the way, if you're gettingvalue out of this video, can you smash the like button? Now, let's jump into itbecause we're gonna figure out your polarizing point of view, here we go.
Think about polarizing, democrats and republicans, Sony versus Canon.
Oh, come on, I don't need any violence on the Full-Time Creator Masterclass talking about Sony versus Canon.
Please, keep it kind, nocursing each other out.
You know, vegans versus meat eaters.
I think what a lot of us, sometimes, when our content is weakis because we have not actually had the courage togo to a polarizing position.
Not just to go there for drama, but to actually stand forwhat we truly believe in.
Because think about it, news organizations on YouTube typically aregonna be leaning to the left or the right democratically,or republican, or independent.
And they're gonna build a tribe around that polarizingbelief, it's just true.
Canon, the whole tribe ofSony Alpha A fam has a whole cult following becauseSony's on the rise right now.
Canon still does too, and it's a war.
When you take a polarizingstance you start getting noticed.
Polarizing YouTube videos do better.
You're like this versus that.
This will help you,write this strategy down.
Really standing around a polarizing point of view can help you stand out.
Think about this, have you ever seen this guy before, Dave Ramsey.
What's he teach, get out of debt, financial peace, financial planning.
Have you heard of this guybefore, Robert Kiyosaki.
What's he teach, getout of debt, make money, get rich, invest it,put it in real estate.
Now, check this out,Dave Ramsey will tell you to cut up all your credit cards.
Robert Kiyosaki will tell you don't cut up your credit cards, anduse debt as leverage.
The heck man, who am I supposed to follow? What am I supposed to believe? Check it out, those are massivelydifferent points of view on how you should manage your finances.
And guess what, both ofthose guys are killing it.
But they've gone to a polarizing stance.
Dare I say, you'll hear them on podcasts and stuff call each other out.
You'll hear Grant Cardone, another real estate guy, call out Dave.
And not that you should call anybody out, but maybe you should.
Maybe not to create drama, but to stand for what you believe in, tohave a polarizing point of view to build your influenceas a content creator.
We interviewed Maria Kangon Video Influencers.
And she's a fitness coach,but she put out this image, and it was highly controversial because after she had her kids, you know, an eight-month-old there she's like what's your excuse, and she's showing off her body.
People said, yo, you're fat shaming.
And there's these videos,"photo sparks backlash.
" But guess what, some people were like ah, and then some people massively gravitated and were magnetized to her brand.
And it led to new awareness.
Do you have the courage toreally put yourself out there to maybe take a polarizing stance? Because if you can summonthat, and stir that up, and figure out what you'repolarizing, and positioning, and your unique sellingpositioning is (snaps fingers), that could be the breakthrough for breaking through as a content creator.
You know me, I say YouTube is the best.
This is an example ofpolarizing positioning, and I truly believe it.
I love social media, we'reteaching on it today.
I use it all, but I believeYouTube is the best.
I back that statement up, I'llgo toe to toe with anybody to say, no, YouTube isbetter than every platform.
Why, I say that because I know that the social mediahamster wheel is real.
All these other platforms, you've got to post on them all the time.
I mean, shoot, you gotta Instagram Story like multiple times a day.
Or you gotta post in yourfeed two to three times a day.
Facebook, you're supposed to post like one to four posts a day, golive as much as you can.
Twitter, come on, let's getthat up to 5, 10 Tweets a day, 20 Tweets a day, come on let's go.
LinkedIn, morning, noon, night.
If you're doing Snapchat still,Snapchatting, Instagraming.
Ah, even Pinterest, it's a search engine, but you gotta pin, pin,pin, pin, pin, pin.
Pin, pin, pin, pin,pin, pin, pin, pin, pin.
And I don't know if I'm causingyou some stress right now.
But you're pin, pin, pin, pin, pin.
Instagram Story, Story, Story, Story.
Facebook, Facebook, (mumbles).
(laughs) Right, like, it's crazy.
And it's powerful, and you should use it.
But it is causing a lot ofstress, a lot of anxiety.
And it can be reallyfrustrating as an entrepreneur because it's an endless hamster wheel.
The reason I love YouTube the most is because YouTube is a search engine.
You've probably heard this before, but when you plantseeds of quality videos, and you water them throughsmart strategies and time, they grow to not only getviews while you snooze, but to potentially produce passive income and profit for you on autopilot.
And that's something I've experienced, and many people in ourcommunity have as well.
That's why I believe YouTube is the best.
It's not even to say theother platforms aren't good or relevant, but you seewhere I'm coming from.
That's a polarizing point of view.
I'm happy if you disagree with it.
Maybe let me know ifyou do disagree with it.
But that is a polarizing point of view, and that's positioning.
Let's go on to number three, promotion.
Okay, I hope you gotvalue out of that video.
And, actually, that was just one of the Ps of our content creator pyramid.
If you actually want to watch a video that goes deeper into those strategies I'll link it up on the YouTube card and post a link to it inthe description below.
Question of the day, who is one of your favorite contentcreators right now that you think is doing it differently that's bringing somethingunique to the table? And why do they stand out to you? Let me know in the comment section below.
And I'll see you in the next video.
(rhythmic instrumental music).