Buying something new is stepping into the unknown. It comes with risk attached.
The level of risk varies. A new product from an existing supplier is (in our minds) a safer play than a new product from a new (untested) supplier. The amount or nature of the unknown is different, either way, there are knowledge gaps.
So, when you’re marketing, fill the gaps. Paint a vivid picture in the dark. Reduce the perceived risk around your product or service by working out what needs to be said.
It pays to get ahead for the customer and think about what they are thinking about.