The number one marketing rule actually still holds a clue on how you can increase visibility for your company. That rule is consistency.
Before you can dive into being consistent in your marketing, you have to know what you want to be consistently known for. This will become your mission statement. Here is an easy formula for finding your mission statement:
I help [who] get [what] by [means].
This simple sentence does more than guide your messaging. It gives AI systems, search engines, and real people a clear pattern to associate with your brand. When the same idea shows up repeatedly across platforms, it becomes “truth” in the eyes of both humans and machines.
Let’s break that down.
How To Find Your “Who”
This is your ideal target market. The more specific you can be here, the more dialed in your results will be. For example, if your who is people, you’re probably not going to reach your ideal target. People is too broad.
If your target is people who own homes, your who can be defined as homeowners. That is less broad. To niche it down even further you can add other descriptors like homeowners with children, homeowners with pets, homeowners with farms, and so on.
Just as important as narrowing down your target market, it is vital that you remember scalability. Ask yourself, “Are there enough homeowners in my service area that have pets to support the growth of my business?”
Niching down your target market is a great way to laser focus your marketing to the right individuals. Just remember the need must be present. The larger the need, the larger your stream of revenue. You have to find the perfect balance of demand and scalability.
Added insight: From an AI visibility standpoint, specificity matters. When you repeatedly talk about the same audience in the same context, AI systems begin associating your brand with that group and not just keywords, but concepts.
How To Define Your “What”
The secret to narrowing down your what is asking yourself, “What do I help my clients achieve or get?”
Following our example as if you were a fence contractor, you might answer by saying “pet safety and peace-of-mind.”
The secret to a good what is that it should connect with the target’s emotions. No pet parent wants to think of their pet getting out of the yard and being hurt on a busy street. When you frame your service around pet safety and peace-of-mind, you’re speaking directly to that emotional trigger.
You don’t have to draw a picture for them. You just need to boil the what down to a brief string of words that helps paint the right picture in their mind. If you do this well, you will connect with them immediately.
Added insight: AI systems favor outcomes over features. When your content consistently focuses on the result you provide (not just the service), it becomes easier for AI to match your brand to relevant questions and recommendations.
What Are Your “Means”
How do you help your target achieve the what?
In a short string of words, you need to be able to explain how you help them get what they are looking for. This might include your process, your approach, or your unique way of delivering results.
Your means is where your experience, systems, and decision-making come into play — and where trust starts to form.
Building Authority & Expertise
Now that you have your mission statement (your constant), you need to build authority and expertise so that you are qualified — and recognized — to do the job.
Building authority means having trustworthy platforms and entities point their finger at you as the “go-to” option for your service. This can include places like LinkedIn, your website, Google Business Profile, industry directories, and other platforms that are already trusted and well-indexed.
Building expertise means showing up consistently and answering real questions. Teaching. Explaining. Clarifying. Over time, this creates a pattern of usefulness that both people and AI systems learn to recognize.
Added insight: Authority tells AI who to trust. Expertise tells AI what you’re trusted for.
You need both.
Take Your Marketing To The Next Level
Once you are clear on your who, what, and means, the next step is differentiation.
How do you provide the what by your means in a way that is different from your competition?
This is where most businesses blend in and where visibility is either won or lost.
Do you access the existing fence and meet the pets that you’ll be helping so you can customize a fencing solution that actually works for their behavior? Do you help determine which fence height is best for certain dog breeds? Are there design features, materials, or layout choices that make your fence solutions safer or more enjoyable for pets?
These details matter.
When you consistently highlight how and why you do things differently, you give AI something distinct to latch onto and not just another company offering the same service, but a brand with a clear point of view.
The Real Key to AI Visibility
AI visibility isn’t about chasing algorithms or gaming systems with tricks, hacks, and secret sauces.
It’s about repetition, clarity, and intent.
When you repeatedly show up with the same message, serving the same audience, delivering the same outcome (across multiple trusted platforms) you create a recognizable pattern. Over time, that pattern becomes association. And association becomes visibility.
Consistency isn’t just good marketing.
It’s how you teach AI who you are.
