A confused mind always says ‘no’. 

That’s why you need to make sure your marketing messages and your customer communications are crystal clear. 

Any ambiguities or inconsistencies will confuse your customers; and confused customers don’t spend money. 

Who are you targeting? What problem are you solving? How will you solve it? And how will your customers be better off as a result? You need to explain all of this in clear terms to your customers.

Otherwise, they’ll be confused, and go to one of your rivals instead.