Data vs. Information – Forgetting What It’s Like To Be The Buyer
As business and marketing leaders, sometimes we work so hard to show value that we end up throwing everything we can at the buyer — every feature, every benefit, every bullet point we think might help.
But from the buyer’s side, it can become noise.
Why?
Because we forget what it’s like to be in their shoes. Unsure, short on time, and trying to make sense of something they don’t fully understand yet.
That’s the difference between data and information. And when it comes to effective marketing and sales, that difference can matter more than we realize.
We Think We’re Helping, But We’re Actually Making It Harder to Buy
When you’ve been doing your thing for a while, everything starts to feel obvious. You know your offer inside and out. You’ve explained it dozens (if not hundreds) of times. And without realizing it, you start to assume everyone else “gets it” too.
That’s where things start to drift.
Because the more you know, the easier it is to forget what it’s like to not know.
So you build a page or a pitch full of what you think is helpful:
- A feature list
- Comparison charts
- Every detail that proves how much value you bring
But to someone seeing it for the first time, it’s just a lot.
A Real Example: 50 Features, No Clarity
I was reviewing a website for a property management company. They had three different service tiers, and each one had a long list of what was included, with 40 or 50 items in total.
I asked the owner why they listed so much, and he said something I’ve heard before:
“People don’t understand what we actually do. I wanted them to see how much work goes into it.”
Totally fair.
But here’s the problem: the more he tried to prove how much they did, the less clear the offer became.
All that information was technically accurate, but it was also overwhelming.
There was no guidance, no context, no story behind the list.
Just a pile of features.
And that’s when data turns into clutter.
Buyers Aren’t Looking for a Spreadsheet
Most buyers aren’t trying to become experts in your field. They’re not comparing every checkbox to another provider’s list. They’re just trying to make a smart decision.
They’re thinking:
- Will this fix my problem?
- Can I trust them to deliver?
- Do I understand what I’m even buying?
When we lead with data and skip the part where we help them connect the dots, we’re handing them a puzzle with no picture on the box.
So How Do You Move From Data to Information?
It starts with a mindset shift. Your job isn’t just to inform. It’s to guide.
That means looking at what you’re presenting and asking:
- Does this make sense to someone new to this?
- Why does this matter to them?
- What problem does this solve?
Instead of saying:
“Includes monthly reporting and analytics dashboard”
Say this:
“Each month, we’ll walk you through what’s working, what’s not, and where to focus next — so you don’t waste time guessing.”
Now that makes a clearer point:
It guides the buyer to see how the service helps them make better decisions, without assuming they know how to use the data on their own..
The first version is a feature.
The second version turns it into value, context, and support.
You Don’t Have to Say Less — You Just Need to Say It Better
This isn’t about oversimplifying. It’s about making things easier to understand.
Your buyer doesn’t need every detail upfront. What they need is to feel like you understand what they’re trying to do and that you’ve got them.
So next time you’re reviewing your site, your proposal, or your sales materials, ask yourself:
- Am I explaining or just listing?
- Am I giving someone clarity or making them work for it?
- Am I helping them choose or just showing them options?
Because your value isn’t in how much you say.
It’s in how easy you make it to get what you’re saying.