7 Ways to Grow Your Business With Video Using Empathy

April 24, 2020



“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you” – Dale Carnegie.

Are you having trouble connecting with your clients and sharing your message? Are you frustrated or confused about why your marketing dollars aren’t paying off in the way that you thought they would?

By integrating empathy into your business and into your video marketing, you can expand your reach and build more meaningful, long-lasting relationships with your target market.

The following are the top seven ways to effectively use empathy in your video content and overall strategy to grow your business:

1.) Combine empathy with compassion

One of the reasons you may be struggling to bring in new customers is because they don’t get the feeling that you genuinely understand what they’re going through.

They either don’t know whether or not you care and understand them (empathy) or whether or not you want to help them (compassion).

If you combine both empathy and compassion in your marketing materials and communication in all levels of leadership within your organization, you can appeal to your customers in a much more effective way.

Check out this video from Simon Sinek on empathy in business:


2.) Avoid sympathy

People can instantly feel the difference between sympathy and empathy, and it goes a long way in whether or not the initial trust-building phase goes well with your potential customers.

For example there is a couple of different ways to approach a challenge that your customer might be facing:

Using sympathy: “that must be frustrating”

Using empathy: “I genuinely understand how frustrating this is for you if I was you I would be feeling the exact same way”

It’s such a simple change that you can make in the way you approach communication and it’s so easy to implement, but it makes all the difference.

Keep this in mind when producing video content for your business!

3.) Your customer is the hero

In almost every story, there’s a hero who embarks on a journey to some final destination where along the way they undergo change.

The hero almost always encounters a problem, and amidst being faced with this problem is met by a “guide” or some specific kind of advice or specialized knowledge that helps them initiate a plan to resolve their problem.

The vast majority of businesses in the marketplace are positioning themselves as the hero of their own story, and are wondering why they aren’t achieving the results they are looking for in their marketing efforts.

Customers don’t want to hear about you unless in some context you are directly addressing their wants and needs. They want to be cared for, understood, and taken care of.

If there is one tweak that you were to make in your content it would be to start positioning your customer as the hero of the story and your brand as the guide.

Below is a graphic of “the hero’s journey” that will simplify the process of how your brand and your customer are related:

Spend a bit more time mapping out who your customer is so you can be more accurate with your messaging.

4.) Ask questions

You need to be asking questions that generate thoughts and opinions in your customer’s minds so that they can come to realizations on their own.

With video content, you have full control of the narrative. The way they feel. The questions you ask. The answers they respond with.

By asking the right questions, you can give your customers the opportunity to build a stronger connection to your message and to what you have to offer without forcing your message on them.

5.) Respond to your customer’s tone

While watching a video you can achieve a “multi-layered” connection with your viewer in such a short period of time.

From the type of music you choose to repeating common questions or phrases from your customers, to casting people who look and speak the same as them, to showcasing similar environments that they are often a part of.

This again comes back to having a deep understanding of your customer by practicing empathy.

As your viewer makes their way through your video, subconsciously they are ticking the boxes in their head as being a business that they can trust, respect, and feel comfortable and confident moving ahead with because they can relate.

You should continue to make an effort to consider your customers’ tone, perfecting the way you communicate can bring you one step closer to producing highly engaging and highly effective video content for your audience.

6.) Curiosity is key

Being curious about your own industry as well as your customers drives you and the people within your organization to learn more.

When you aren’t curious and you feel like you know exactly who your customer is and what they need, you’ve created a roadblock for your company to continue to grow and develop new avenues of providing value to them.

I always have found value in the phrase “you don’t know what you don’t know”.

To remain teachable is to help maintain the belief in your customers that you genuinely care about them, it shines through in every piece of content you produce and interaction you have with them.

Stay curious, when empathy and curiosity become a habit you will experience a flow of new ideas, products, and ways that you can add value to your audience.

7.) Actively listen

One of the biggest problems with most businesses is that they generally have a set of systems and processes already developed and when a new lead or customer comes through with a question or request, so they try to fit them into their box to progress them down their pipeline.

While it’s great to have systems and processes, don’t let that defer you too far away from being able to listen and be flexible with your responses.

With video content for your business, go as far as to simply tell them that you’re there to listen and there to hear what they have to say.

Even if the assumption is that they already know you want to listen, it’s still best to verbally say it out loud – because it’s almost a guarantee that they’ve had experiences with companies in the past who ignored their opinions and didn’t listen to what they had to say.

Spend more time listening and less time preprogramming what you’re going to say next.


Those were the top 7 ways on how to integrate empathy into your video content to grow your business. Your customers want to feel significant, remember that they are the hero of your story, not your brand. Start positioning yourself as the guide and watch how much more engaged your customers are with your content.

Want to learn more?

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