Sherlock Holmes is a smart guy. That's part of the audience's attraction to him.
It's also a bit of a problem.
Left to his own devices, the knowledge that Holmes has could easily fly right over our heads.
Enter Dr. Watson. His role in the story is to be the eyes and ears of the audience. He was there to ask that question that you would ask.
As an arts marketer, I embrace the role of Dr. Watson. I work for the audience. I try to remember how intimidating the "arts world" can be to someone looking at it from the outside.
It's my job to welcome them in.
I think that's your job as well, even if you don't identify yourself as a marketer.
For me, playing the role of the audience means always keeping a bit of distance from the art that I'm marketing. I'm always walking a fine line between knowing just enough about a play and knowing too much. I want to see the play in the way an audience member may see it.
It also means creating compelling content that helps the audience become comfortable with the work.
It also means being very clear with "obvious" information such as how to buy tickets, where to park, where to eat, etc.
Never assume your audience knows that sort of stuff.
Embrace your inner Watson and the audience will receive the benefits.