As marketers we send signals to people. That a lot of marketing really about understanding that person or clump of people and then being clear to them and ourselves what those signals are.
But there are many different types of signals you can send to people, and some of the times you don't even know you or sending. To make matters worse, you can be sending clear Signals but still have it misunderstood by the group of people you seek to change.
Sending signals start with consistency.
Don't say you are the luxury barbershop, then charge a competitively low price.
Don't say you aren't for everyone, then give your product to everyone that shows up.
Signals that are effective are clear and consistent.
Are you sending mixed signals?