Demonstrating genuine care in business: Why it matters

People want to know that you care. For businesses, that means sometimes you can’t always be trying to sell them things, which is hard for us to accept because it’s our livelihood.

What’sthat old phrase? “People don’t care how much you know unless they know how much youcare.” It’s not a perfect analogy, but it’s close enough.

People hire you or buy your product because you’re an expert in a particular field, sure. But what makes lifelong, committed customers are the businesses that demonstrate they care about the community and the people they’re doing business with. This kind of parallels with this column because here’s the thing: I actually DO care about the filmmaking community and the videographers, cinematographers, photographers, and businesses. That’s why I try my verybest not to hold anything back when I’m writing this stuff. I put it all out there as much as I canbecause I think this information is vital and will help you succeed.

You can’t always be making sales pitches with every single video. And while calls to action are really, really important, nobody likes hanging out with the person who is always asking for things. The same goes for business. Sales exist to show you’re offering something valuable to your potential or existing customers, instead of just asking them over and over to buy your stuff.

One example of a business that effectively used commercials to emphasize their care for customers is the insurance company, Allstate. Their “You’re In Good Hands” campaign focused on real-life stories where Allstate agents went above and beyond tosupport their clients during difficult times.

The commercials showcased agents assisting with everything from natural disasters to everyday mishaps, reinforcing the message that Allstate is not just about providing insurance, but about being a reliable partner who genuinely cares about the well-being and peace of mind of their customers. This approach helped build trust and loyalty by highlighting the company’s commitment to personal, compassionate service.

Video marketing, like any kind of marketing or communication, involves some sort of demonstration that you care not only about making money but also about the people who are giving you their hard-earned money. List out some things you genuinely care about, even if they feel unrelated to your business. Think about how you can communicate those priorities and values to people who might share them with you. Show that you’re not just a widget-selling machine but an actual person who cares.

Give people advice when they need it. Help them when they need it. Help as much as you can.

That’s the whole point of my video production studio here in Wilkes Barre. Diamond City Studios is built from the ground up to lower the barrier of entry to higher-end video production.

It’s for creatives who might not have the tools or resources, for ad agencies that don’t have the space or an in-house video team on hand, and for entrepreneurs and business owners who need a space to shoot with lighting and equipment. Everything’s available for rent so that even if you want to do it all yourself, you can.

I opened Diamond City Studios and I write this column because I genuinely care. And, of course, it might sound like I’m trying to sell you on this, but the reality is that I could make a lot more money doing other things. This is what I care about. I care about helping people and making those around me more successful. I firmly believe that helping other people become more successful will, in turn, help me become more successful. “All ships rise with the tide,” as they say.

Take a look at your marketing material. Does it show that you care? Does it show that you’re an actual person, or do you just have your hand out all the time asking people to buy your stuff?

Like I said, I care. I want to help you, so feel free to email me any time you feel inclined with any questions. Whether or not you’re going to hire me, I’m here to help.

Have a great week, do something awesome!