Let’s change the Marketing and Sales conversation… it’s time to move beyond the outdated, impersonal mindset of “targeting” and start thinking like matchmakers instead.
TARGETING is about aiming at a prospect like a bullseye, calculating who’s most likely to convert and then bombarding them with messages until they give in. That’s not connection, that’s coercion. It’s transactional, not relational.
MATCHMAKING, by contrast, is about creating alignment. It’s about knowing your brand, really knowing what you stand for, what you offer, and what you value… and then seeking out the people who naturally connect with that. The goal isn’t just a conversion; it’s a connection. It’s not about landing a sale, it’s about launching a relationship.
When you shift to a matchmaking mentality, everything changes. Your messaging becomes more empathetic. Your content becomes more authentic. Your customers feel seen, not sold. And your brand evolves from a product pusher to a Trusted Partner. This is especially valuable in the B2B space.
And even on a personal level, the way I view this is that I no longer want to sell myself… in business or in life. I want to be bought. I want people to see what I bring to the table and choose to engage because it resonates. Because it fits. Because it’s real.
This is where community starts to grow, not through reach alone, but through resonance. Real relationships. Shared values. Emotional connection. That’s how you build not just customers, but advocates.
So let’s stop targeting people like prey… and start inviting them into something meaningful. It’s not just better marketing, it’s a better way to do business.
Let’s change the conversation, and shift from a Targeting mindset in favor of a Matchmaking mentality.
