This is Where the Magic Happens

When describing what you do and how you do it, it's easy to fall in the trap of saying too much. You need to be mindful and provide just the right amount of information of how you do what you do.

The reader doesn't want to find out all the inner workings of your production or service. You need to sell your art and wrap it in a bit of mystery. This will help you tell your story and it will give it a "magic" touch.

Here are two examples that can help explain the above: 

Heinz Ketchup
When you land on the website what you read is "Only the firmest, juiciest, freshest tomatoes make it into our bottle. Every tomato in every bottle of Heinz® Ketchup comes from Heinz seeds and is grown by farmers we know and trust.". There is no mention about what exactly goes into the ketchup or how it is produced. That doesn't have any emotional trigger. It's all about the tomatoes!

Google
When you go on Google and even if you dig deeper and try to understand how Google indexes websites, you will get some information but not every detail. In the end that's where the magic happens and why google is the most preferred search engine. They give you enough information to understand why and how it works, but they won't give away their secrets.