Marketing is a science AND an art.

Remember the Will Smith movie, Hitch? (FYI: It's been out 20 years... excuse me while I pull out my grays.)

I've been referencing the movie since it came out.

• Allergic reaction? Cue the scene of Will Smith chugging liquid Benadryl.
• Dance floor opens up? I roll out the Kevin James dance move: Q-Tip, then throw it away.
• Going in for a kiss? "You go 90% of the way, they come 10%."

Yes, it’s a classic rom-com.

But it’s also low-key a guidebook for communication and attraction: Two things marketers need to be really good at.

The moral of the movie is to be yourself, but with a little polish and a lot of confidence.

But my favorite lesson from Hitch? That bit about the kiss. 💏

Hitch breaks it down:

1. She'll give you a signal: "A woman that wants a kiss, she fiddles with her keys."
2. You close most of the distance: "You go 90%, let her come 10%. You don't go the whole 100%!"
3. Show them the magic: If you go the distance but don’t show up with the energy, you might get a kiss, but probably won't get a call back (paraphrasing).

Translation: Take yourself seriously, but don’t take life too seriously.

The people who will close that last 10% are the people who want to work with you.

But you have to initiate the vibe.

Your audience, whether it’s one buyer or a whole industry, is looking for energy, confidence, and clarity before they lean in.

To attract them, your content needs to say:

Be sure it doesn't say:

Marketing, like dating, is an energy game.

So keep your energy high, your eye out for signals (comments, DMs, email opens and referrals is your buyer fiddling with their keys), and your authenticity at the forefront.

In the end, you'll attract clients who match your freak.

Keep showing up like you’re the one they’ve been looking for 💕,

P.S. If you’re trying to show up with more confidence and consistency in your content this year, my $37 self-paced email course Mastering Content Calendars can help. It’s a low-lift, high-impact way to go your 90%, without burning out or overthinking it.