What's missing isn't information. It's guidance.
A big part of the problem with marketing today is giving too much information.
And that's because what's really missing is guidance.
You see it more and more: companies constantly talking about their product's features, what sets them apart, the new technologies built into it — and, in the worst cases, even stoking the fear of not keeping up with what's “new” and “falling behind”.
But a simple prompt can already give us all the information we need to make a purchase decision.
How could it be done differently?
To illustrate, I want to share a case I explained the other day in my “Customer Education” talk.
This is Brewing Gadgets, a company that sells specialized gear… for coffee (coffee lovers, raise your hands!).
The most obvious content they could make is to show the specs of their new espresso machine models. Instead, they ask an interesting question:
- What matters when you're buying equipment for a coffee shop?
In the video, the host explains that most people only think about price — but that's just one of the 9 factors in the purchase decision.
The others include how hard it is to maintain, how much it will be used and the skills you need to operate it, among other things. From there they explain — yes, using the products they sell — which option makes the most sense depending on these criteria.
And that's the difference: informing vs guiding
For someone just getting into that world, a brand they can learn from and that helps them make BETTER DECISIONS is one I'll follow — and, above all, consider when I buy.
What's missing isn't information. It's guidance.