Why You Should Market to Humans, Not Businesses or Consumers

If you're running a business, you’ve probably heard of B2B (business-to-business) or B2C (business-to-consumer) marketing strategies. These terms are everywhere, but the truth is, they miss the mark. Why? Because at the end of the day, whether you're marketing to a business or a consumer, you're still talking to people. Real humans, with emotions, hopes, fears, and dreams.

So why not market to them like that?

Why "Business to Human" Makes Sense

The biggest mistake many businesses make is thinking about marketing in terms of transactions. They focus too much on selling a product or service and not enough on building a real relationship. But here’s the thing: Marketing isn't just about closing deals. It's about forming genuine connections.

Instead of thinking, “How can I sell to this company?” or “How can I sell to this customer?” try asking yourself: How can I connect with this person?

When you shift your mindset to "Business to Human" (B2H), you start focusing on the human behind the purchase, not just the sale itself. And that’s when marketing becomes much more powerful.

How to Market B2H

Here are some ways to make the shift from B2B or B2C to B2H marketing:

1. Build Trust

People want to work with businesses they trust. So, instead of just pushing your product or service, focus on building trust. Show up consistently, be transparent, and provide value. Trust is the foundation of any great relationship, and it’s no different in business.

2. Be Real

No one likes to feel like they’re just a number. People want to feel heard and understood. Ditch the corporate-speak and start speaking like a real person. Share your story, your values, and what you stand for. When you communicate from the heart, your audience will connect with you on a deeper level.

3. Help Solve Problems

At the end of the day, people don’t just buy products, they buy solutions. Whether it’s a business or an individual, your audience is looking for ways to make their lives easier, better, or more enjoyable. When you focus on solving their problems, you’re not just selling, you’re creating real value.

The shift from B2B or B2C to B2H is about remembering that, no matter who you're selling to, you're always talking to people. Real, complex humans who need solutions, who value relationships, and who appreciate authenticity.

So, next time you plan your marketing strategy, ask yourself: How can I connect with this person on a deeper level?

Marketing isn’t just about the sale, it’s about building relationships that last.