“If you confuse, you lose” is a great principle to apply when you do your marketing. 

Don’t put out marketing that your customers have to work really hard to understand. They won’t bother and instead will just move on to your rival. You know, the rival that puts out clear, simple marketing. 

Don’t make people work hard to understand your marketing message. 

But this principle isn’t just applicable to marketing. Use it whenever you communicate with customers, either face-to-face, on the phone or by email.