Let’s be honest—many professionals start their videos the wrong way.
“We’ve been in business for 25 years.”
“We’ve helped thousands of clients.”
“We believe in excellence and customer service.”
All good things. All important credentials. But here’s the problem: if that’s how you start your video, your viewer is already tuning out.
Why? Because in the first few seconds of watching, they don’t care about you. They care about themselves—their fears, their frustrations, and the pain they’re trying to solve.
That’s why trust doesn’t start with your resume. It starts with their problem.
Why Starting With Yourself Doesn’t Work
Think about the mindset of your audience. A potential client or patient has just clicked on your video because they’re in distress:
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The accident victim unsure how to pay medical bills.
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The parent who just found out their child has a bunion that needs treatment.
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The business owner terrified of a looming lawsuit.
They’re not looking for a brag reel. They’re looking for reassurance.
When you lead with your accomplishments, here’s what happens:
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Viewers feel ignored. Their problem isn’t acknowledged.
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It feels self-centered. Instead of showing empathy, you’re talking about yourself.
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Attention is lost. They click away before they ever hear how you can help.
The result? A wasted opportunity.
What Clients and Patients Really Need to Hear
Instead of starting with your business, start with their pain.
Imagine these openings:
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“If you’re dealing with constant heel pain, you’ve tried everything, and you still wake up limping…”
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“If you’re worried about what will happen to your family after a serious accident…”
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“If you’re facing criminal charges and you don’t know what to do next…”
These lines immediately signal empathy. They tell the viewer: “This person understands me.”
And once they feel understood, they’re ready to hear about your solution.
The Psychology of Empathy in Marketing
There’s a reason this works. Human beings are wired to seek connection before information.
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Empathy creates trust. When someone feels seen and heard, they are more likely to believe you can help.
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Validation reduces fear. Acknowledging pain reduces anxiety and makes people more receptive to solutions.
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Connection precedes credibility. Only after the viewer feels understood will they care about your credentials.
In other words, you earn the right to talk about yourself by first talking about them.
Case Study: The Lawyer Who Led With His Resume
We once worked with a criminal defense lawyer who started every video with, “I’ve been practicing for 20 years and handled thousands of cases.”
The problem? Viewers weren’t engaging. His bounce rate on video landing pages was sky-high.
We suggested a simple change: lead with the client’s pain. Instead of talking about himself, he opened with, “If you’re facing charges and you’re terrified about what happens next, you’re not alone.”
The difference was night and day. Viewers stayed longer, engaged more, and scheduled more consultations. His expertise was still there—but framed as a solution to the pain he had already named.
How to Flip the Script in Your Videos
If you want your videos to connect, here’s a simple framework to follow:
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Start with their pain. Name the fear, frustration, or problem they’re experiencing.
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Show understanding. Briefly validate their experience—“you’re not alone,” “we see this all the time,” “it’s more common than you think.”
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Introduce your solution. Once you’ve earned their trust, explain how you can help.
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Share proof. Back it up with a story, testimonial, or example.
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Call to action. End with a clear next step: “Call us,” “Schedule a consultation,” “Book your appointment.”
This simple shift changes your video from a brag reel into a lifeline.
Practical Examples for Lawyers and Doctors
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For lawyers:
Instead of: “We’ve won millions for our clients.”
Try: “If you’re struggling after a car accident and you don’t know how to pay your bills, you’re not alone. Here’s how we help people in your situation.” -
For podiatrists:
Instead of: “We’ve treated thousands of patients in our state-of-the-art facility.”
Try: “If you’ve tried everything for your heel pain and you still wake up limping, we can help you take the next step toward relief.”
See the difference? One talks about you. The other talks about them.
How Foster Helps You Build Videos That Connect
At Foster Consulting, we coach professionals to create videos that aren’t just well-produced, but also strategically structured for trust.
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Messaging guidance: helping you frame videos around empathy and solutions.
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Storytelling strategy: weaving in real client and patient experiences.
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Professional production: ensuring your videos look polished without losing authenticity.
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Distribution support: getting your videos seen where your audience is—YouTube, social, email, and beyond.
It’s not about bragging. It’s about connecting.
Trust First, Credentials Second
Your resume matters. Your experience matters. But they don’t belong at the start of your videos.
What belongs at the start is your audience’s pain. When you lead with empathy, you invite connection. And once that connection is built, your credentials carry more weight.
Trust isn’t built when you talk about yourself—it’s built when your audience feels seen, heard, and understood.
