People buy commodities all the time. They just don't fantasize about them.
Build products, services and offers your audience can dream about buying. Build objects of fantasy. Otherwise, you're just boring and markets will sway your business a lot more than you'd like.
If you're feeling wealthy, if your business is great, if the economy is favorable, if you have an awesome team, if your profit margins are high... remember that soon enough tides will turn. It's only a matter of time.
So systemize your business now. And the systems will help your business survive when the tide inevitably turns.
Attention of your audience is the ultimate commodity. And the most expensive. Can be easily wasted.
Trust of your customers is the ultimate goal. And the most precious. Cannot be bought.
If your marketing budget is limited (and when is it not?) - choose to market to one thousand people ten times over the year than to market to ten thousand people all at once.
Intensity, as always, beats extensiveness.
If everyone is running facebook ads, test out banners that no one uses anymore.