He knew that informed prospects were customers who know what they want, what they’re getting and had far less ‘Buyer’s Remorse’.
Marketing requires, even for people who have a ‘microwave’ buying / decision-making process, sufficient information to make an informed decision about what they’re buying.
Educating someone about your services empowers them and helps them appreciate you better than if they are ignorant of the beneficial difference you can create in their lives.
Educating your market members makes them appreciate what you can do for them and that . . . produces better results for your bottom line . . . than if you don’t.