When informing somebody about a product, it can be easy to become patronizing. You might well be informing your reader with good intentions, but by assuming the reader knows nothing at all, you can risk making it appear as if you think they are stupid.
When writing informative marketing content, assume that your reader has at least a little prior knowledge of your industry. If a reader has truly no idea, they will either perform their own research, or not read your brochure regardless.
Maintain the perfect balance between being friendly, professional and informative. It sounds like a lot, but by simply assuming your reader knows a little about your industry already, you’ll be on your way to creating more effective business writing.