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You’ve probably been told a hundred different things to try: Post more, niche down, run ads, go viral, create a funnel, do TikTok, send emails every Tuesday at 2 PM…

I’ve been where you are—spending hours creating content, tweaking landing pages, obsessing over color palettes, and wondering why none of it’s actually working. For the past 15 years, I’ve been knee-deep in branding and marketing, both for myself and the clients I serve. And the truth? Most marketing strategies floating around online are either outdated, overwhelming, or just plain noise.

Recently, I hosted a webinar with ���DZ��� about building your 2025 brand roadmap, and I broke down what actually works (and what doesn’t).

Build A Strategy Around Your Story

Marketing that connects is personal. Personal doesn’t mean oversharing, it means showing up with intention. Customers want to know who they’re doing business with. They want to see your values, your process, your face.

When I started sharing mine—how I transitioned from military life to entrepreneurship—my audience leaned in. I wasn’t putting on a performance, I was being real, and when people can see themselves in your journey, they’re more likely to trust you with theirs.

Consistency Builds Confidence

You don’t need to be everywhere–on every platform, in every conversation, but wherever you are, you should look and sound consistent. Whether it’s your website, an email, or an invoice—it should all speak with the same voice

A client once told me, “When everything you put out looks and feels the same, I feel like I know you—even before we talk.”

Color palettes, fonts, tone of voice go a long way in showing customers you’re the real deal.

Know Who You’re Talking To

Saying “my product is for everyone” usually means it’s for no one. The more specific you are, the faster people say, “Yep, that’s for me.”

Knowing who you serve isn’t about excluding people, it’s about making the right people feel seen.

When I started to veteran entrepreneurs, that’s when I began seeing results. I realized that I could speak with their voice, and solve the specific problems they were facing–make a real difference in a community I genuinely understood.

That clarity changed how people saw me. I wasn’t just another marketing consultant; I became someone who understood their challenges, and knew how to solve it. I became the go-to in my niche. Clients trusted me more (and were willing to pay more) because they felt seen.

That’s the power of targeting. The clearer your understanding of who you serve, the sharper and more compelling your message becomes.

To get there:

• Understand Your Audience: Who do you deeply understand? What problem are you solving for them?
• Use Their Language: Mirror their words and tone in your content. It builds trust and relatability.
• Listen and Engage: Join the spaces they already occupy. Pay attention to what they’re asking, struggling with, and excited about.
• Refine Your Offer: Once you know your audience, refine your content, pricing, and platform choices to fit their needs (not the other way around).

Make Great Videos

Video is still the fastest way to build connection at scale, most of us know this intuitively, but getting started can feel completely overwhelming. Figuring out what equipment you need, how to position a camera, how to set up lighting–everything. 

I’ve been there, and you know what the most important thing I learned was? Most of that stuff doesn’t matter. to be effective, it just has to be real.

I’ve tested it all, and was surprised to discover that the content that got the most engagement were simple 30-second clips of me explaining something in my own words.

People want to buy from people. They want to see your face, hear your voice, and know there’s a human behind the business. You don’t need fancy gear, just hit record and be yourself.

If you’re still feeling antsy, you can follow the four P’s:

• Picture: Show the problem your audience faces.
• Promise: Offer a solution, showcasing your expertise.
• Proof: Back up your promise with real-life testimonials or success stories.
• Push: End with a strong call to action, guiding your audience on what to do next.

Get Really Good At Email

Alongside video, I’ve found email to be one of the most productive marketing strategies. 

Social media platforms force you to play by their rules. They determine who can see your message and how they see it. Email gives you back control, they let you shape your message precisely the way you need to in order to speak to your audience. , like everything else, your strategy should focus on targeting and consistency.

• Start with the Problem or Dream Outcome: Open your email by addressing the challenge or dream outcome your audience is dealing with. This makes them feel understood from the get-go.
• Be Clear About What You Can Help With: Don’t use vague promises. Be specific about how you can solve their problem.
• Build Trust with Real Stories: Share testimonials, success stories, or case studies to show you've helped others.
• End with One Clear Call to Action: Give your readers a single, actionable step—whether it’s scheduling a call or clicking a link.

Setting up a simple automated sequence can also help you stay consistent. A simple welcome email, a follow-up, and periodic check-ins spaced out every few weeks can save you time and help you stay top-of-mind without pushing too hard.

Learn To Let Go

We all want to feel like we’re working really hard, which sometimes makes it hard to let go of things that aren’t working. I want to give you permission to do just that, by telling you some of the things I’ve let go in my business.

What I Let Go

• Being “Everything For Everyone”: My message is specific, my goal is to speak directly to my people.
• Overcomplicating My Messaging: I don’t have to overload my website or try to preempt every question.
• Trying To Do Everything: I’m only one person, I can offload what is better done by a machine.

What I Kept

• Telling my story the way I want to.
• Building trust through consistency, being there for my people
• Using video to connect and educate.
• Prioritizing connection over perfection.
• Building systems that work even when I’m not there

You don’t need to do all the things. You just need to do the right things, consistently.

That’s what worked for me, and I believe it can work for you, too.

If you're still unsure where to start or how to apply this to your own business, I'm here to help. Sometimes you just need a fresh set of eyes and a little structure to move forward with confidence.

Let’s figure it out together.

Stay Connected with Teresa

Teresa is a Certified Brand & Marketing Strategist and U.S. Army veteran with over 15 years of experience in online business and social media management. She has empowered over 

2,550 brands to streamline processes, scale effectively, and increase revenue.

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