What do you do?
How do you introduce a product to a process that is not broke, and thus, in the consumers' eyes, doesn't need fixing? They will not notice your product, never mind purchase it.
One option is to make your product easier to use. When you lower the barriers of usage and the level of initial investment of attention and possibly money the customer needs to make, you increase your chances of getting noticed. Perhaps get rid of that clumsy registration step, or offer special deals for a while.
The other option is to "break" the existing system so people have no choice but to buy the new product. This is what email did to people who were used to traditional forms of communication: phone, snail mail, fax, etc. Suddenly (or not so suddenly), everyone started using email, so once your customers and co-workers had it, you had no choice but to get it as well.
Incidentally, we see that the second option inherently includes the first. If getting and using email was difficult, perhaps today we'd still be using old-school communication methods.
Does your product improve an existing process, or reinvent it?