Customers don't buy because they lack information. They buy when they trust you, share your values, and feel an emotional connection. Marketing that only informs won't close the sale.
Chapters
It's nice to think that the reason people don't buy from you is simply because they don't know enough. After all, if that's the case, all you need to do is inform them loudly and clearly. The thing is, ignorance is rarely the problem. The challenge is that people don't always care about what you care about. The reason they don't care isn't because they don't know what you know. The reason is they don't believe what what you believe. The challenge isn't to inform them, it's to engage and educate and communicate in a way that shares emotion and values and beliefs. Before they'll buy from you, they need to trust you.