Equity VS Ubiquity

Seth Godin got me to thinking about this issue in a recent post.

Awareness of your product or service isn't the ultimate goal. Knowing WHO you are doesn't count if the potential buyer doesn't know WHAT you can DO for them.

A very wise man once told me that confusion is the mother of indecision.

If they're confused by your message the only choice they can make is to ignore you and go on to someone else. You may have the best product on the market, but if they can't see through the clutter of other crap you're throwing at them - they'll walk.