Written By: Lynn Ruby

Video builds an emotional connection and speeds up the know, like, trust and buy factor. Sounds great huh? But, exactly HOW do you build an emotional connection through video? There’s lots of information on the internet on building an emotional connection in your love life.

Let’s use those same “love lessons” for business!
Marketing = Dating
Marketing IS a lot like dating. You don’t propose marriage on the first date. You forge a relationship and build intimacy over time. Building an emotional connection – whether for love or money – IS a learnable skill. An emotional connection is when others see you as “on their side”, that you “get them” and that you understand them.

Here are some love lessons, turned into video marketing lessons:

1. Study Them (Your Viewers!)

Understand what your prospective customer needs and wants from life and from you. Pay very close attention when she/he talks.

Examine the exact words they use and use those same words back to them in your videos. This makes them feel heard (a great emotional connector) and will forge an instant bond between you.

2. Build Trust

Developing trust takes time. It’s not an overnight process, but it’s an essential building block to an emotional connection. Being trustworthy means:

  • Being available when you say you’re available
  • Following through on commitments and projects
  • Making sure your product / service does what you say it will do
  • Being consistent with your marketing and your delivery
  • Let trust build naturally. Don’t try to rush it.

3. Be Emotionally Available First

You have to bring emotion to the table first. Your customers aren’t going to open up to you until you open up to them.  Share some appropriate personal information (NOT private information). Tell your own story of struggle, frustration or conflict that your customer can relate to as a common struggle.

Video is a tremendous vehicle for telling your story. Your vulnerability and authenticity are clearly conveyed through body language and voice tone.

4. Show Affection

No, don’t hold your client’s hand!

For business, showing affections means demonstrating that you LIKE your customer. Show happiness in your videos as you greet them. Point out their good qualities, what they’re doing right. Uplift them. Make them feel good about themselves and welcomed in your presence.

5. Eye Contact

Speaker Patricia Fripp says “Eye contact is an important way to emotionally connect with your audience.”

Use this same technique in video. Look directly at the camera lens while filming and your viewers will get the sense that you are confident, understand them and have great intimacy with them.

Love Lessons CAN be Scary

How would it feel to use these tools in your video marketing AND in your love life! A little scary right? Being open and vulnerable can be frightening. However, you will stand out from the competition and connect with your audience much more quickly and much more authentically.

About the Author:

Lynn is a leading authority on video marketing with 25 years of marketing and business development experience in the professional and corporate world. helps entrepreneurs implement a proven step-by-step marketing system – including video, social media, and e-marketing – to grow their business. You can reach Lynn at: