waterproofing gear

So, I like to have a wide array of different firestarting kits in my BOB, but my favorite fire-starter has gotta be a wooden match. I prefer it to lighters, I prefer it to a battery, I prefer it to flint and steel. Don't ask me why - lighters are by far the better option as far as size vs uses...

How do you waterproof your gear? I've tried lots of different products over the years, some work, others not so well. What do you use to treat your clothes(rain gear), tents, boots ect. for wet conditions/snow? One product that I have used and will continue to use is Sno Seal...