There is an simple approach to your marketing that you’re overlooking. One that is hard to tie to tactics, ROI, and results only thinking. And it’s making a comeback.

Why I think consistency in your marketing is one of the best moves you can make. But I’m warning you, it’s not going to be easy—but it will be worth it.

Marketing, online presence, digital profile, brand—what does all this mean? It feels like this jargon is thrown around all the time, with no clear definition. Simply put—all of this boils down to how you communicate what you do to the people who want to buy it.

It doesn’t matter if you sell pools, AI software, landscaping services, or solar panels. For your marketing to be effective, it has to communicate with clarity.

But there is a piece most founders leave out. Not consistently putting out the same message. Changing their minds based on trends in the market, saying one thing but doing another, and worst of all—creating more confusion.

The consistency of your marketing is the only way you can truly leave an impression on people.

So what does consistency in your marketing look like? Putting your flag in the ground and sticking to it is a start.

Get clear on who you help and why. Let this form who you are and why your target audience should care. The more immersed you are in their world, the better you will understand them. Their pains, frustrations, desires, and goals will all become clearer.

Say no more than you say yes

I have to admit, this is a hard one for me. To stand for one thing means you stand against other things. Nike doesn’t say, just do it—unless you’re really tired because you had a long day. Their value runs through who they are, which strengthens the message even more. But they stand against people who want to take days off, give up early, and don’t put in the work.

Saying no means you clearly have an audience you aren’t for. Try this exercise: come up with a not ICP. Someone who is clearly not for you. If you are struggling with this, it means you’re saying yes too much—creating a muddy message.

The future is there for those that stand for something

We live in a sea of sameness right now. With AI, everyone can do everything, and I don’t know about you—but I’m exhausted by it.

Find your tribe and cater to them. You only need to solve one problem for someone for your business to work. Personally, I’ve been leaning into this more. I want to work with founders who value their online presence. Who value the message they put out into the world. Who care about the impact they make.

If you’re just looking for a website because you feel like you have to have one, you can find many other solutions. And I’m going to keep pushing that message out into until everyone who encounters me feels that.