Have you ever found yourself talking to a customer and realizing they have no idea what you’re saying? The words are coming out of your mouth, but they are completely lost.
Quick Story…
My wife recently told our 7-year-old daughter that our phones didn’t have touch screens when we were kids.
My daughter, stunned, replied, “You’re telling me you had to use a MOUSE with your PHONE!?!?”
She only knows phones with touch screens and computers with a mouse. So, this was her natural conclusion.
The Curse of Knowledge Can Kill Your Business
Like my wife assumed knowledge of phones with buttons (or rotary dials! eek.) and no screen, you probably assume your customers know more than they do about your business.
It’s called the “Curse of Knowledge,” a term coined by Lee LeFever in his book, “The Art of Explanation.“
Basically, you know so much about your business that you have difficulty explaining it to someone who knows nothing.
You assume facts not in evidence.
Your customers get confused because they have to burn too many calories to fill in the blanks, and they bail on your business.
How Do You Avoid the Curse of Knowledge?
Run your marketing by someone who knows very little about your business. Can they quickly assemble what you do, how you make their life better, and how they buy it?
If not, rework your messaging to make it so simple that an elementary school child could understand.
Hiring An Outsider Makes Your Marketing Stronger
This is one of the primary roles we can play for your business.
When you work with us on your brand’s messaging, you combine our extensive experience in applying storytelling frameworks to brand messaging AND our lack of deep knowledge about your specific business.
Often, we get asked, “How many businesses/nonprofits like ours have you worked with?”
I understand the thought behind the question, but it’s the wrong question. While there is value in having experience in an industry, when it comes to your messaging, it’s more valuable to come in blind.
When I know little about your industry, I can be more honest about where things are confusing and how you might be losing customers because your messaging is over their heads.
I ruthlessly eliminate jargon and insider language to be sure EVERYONE can understand what you do.
I’m not just interested in your customer understanding your message. I want your customer’s 12-year-old nephew to understand your message and be able to tell it back to his aunt or uncle and convince them they need you.
Don’t let your deep knowledge of your business become a curse. Schedule a Free Consultation with me today and let’s ensure your messaging is crystal clear and your marketing more effective.
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