I absolutely hate clutter. I always keep things neat, organized and in the same places (or close to the same). Whether it's just for peace of mind or it's truly more efficient, there is something about it that I like.
Marketing should be no different. There is too much clutter; and not just from the competition.
Several marketers bombard prospects with all the reasons they can think of to get you to choose them. Thus rendering their own messages useless.
Want a more efficient message? Focus. Give us one good reason why.
Then your "marketing communications" will actually reinforce your "market position."