When you’ve got an important story to tell, it can be super-hard to focus on a clear and concise message. It really hurts to leave out the details. After all, it’s precisely because you care for the details that your product is so extraordinary.
It’s also the reason we buy from you. We buy from you because you care for the tiniest pieces and sweat the details.
But I myself don’t need to know all the details. I don’t need to become an expert in your craft myself to appreciate your craftsmanship. I don’t need to become an artist myself to admire your art.
On the contrary: I want you to be the expert so that I don’t have to become one. I want you to tell me the essence of your story so that I can decide for myself whether I want you to dig deeper. What’s easily overlooked: If I don’t want you to dig deeper, it might not mean that I don’t care. It might just mean that I trust you to care on behalf of me.