Have you ever spoken to a customer and seen growing incomprehension in his eyes?
This is the Curse of Knowledge - a trap that sellers, marketers and experts fall into. Paradoxically, the more you know about your product, industry or technology, the more difficult it is to convince others to trust and buy you.
The curse of knowledge is such a common problem that most people don't notice it. This is a shame because it causes a lot of frustration and failure in both sales and marketing.
In this article you will learn:
What exactly is the Curse of Knowledge and where does it come from?
Why it's destroying sales and marketing.
How to recognize it in practice.
What are the ways to overcome it and speak the customer's language?
You can also find a summary of the article in this video:
What is the Curse of Knowledge?
The Curse of Knowledge is a psychological phenomenon in which a person with extensive knowledge in a given area is unable to put himself in the role of someone who does not have this knowledge.
The result is the use of difficult language, mental shortcuts and messages that are incomprehensible to customers. Something seems obvious to an expert that is completely new to others.
As they say in Poland: "the ox forgot what a calf it was."
In such a situation, having knowledge and skills harms instead of helping - although this seems paradoxical.
Where does the Curse of Knowledge come from?
The curse of knowledge is usually caused by:
staying only among specialists - you adopt their way of thinking, vocabulary and mental shortcuts.
projecting your perspective onto the customer - you start to think that if you perceive the world in a certain way, everyone else does too.
lack of honest communication - the client will rarely admit that he does not understand something, because it harms his self-esteem. When you try to show off your professionalism, many people can feel overwhelmed and discouraged. They will agree with you even though they understand half or even less.
laziness – it's easier to speak slang than to translate. Thinking professionally and translating it into simple language at the same time is hard work. Not everyone wants to be a teacher for their clients.
ego - some experts believe that simplification undermines their professionalism.
It's always worth remembering that your client is not you or your industry friend. The client spends his time learning other things, he has his own activities, his own problems. He won't spend hours learning just to understand your industry, professional lingo. If he came to you for help, it means that he is not a specialist in your field - if he were, he would solve his problem himself.
Why does the Curse of Knowledge corrupt sales and marketing?
In one sentence: it discourages customers at every stage of contact with your brand.
Someone with the curse of knowledge may:
cause misunderstandings and frustration
spoil the negotiations
generate an advertising message that reaches no one.
what's worse: you may start creating services and products that no longer meet the needs of customers - so what if you are a chef after 10 schools and make the best foie gras in the country, if customers in your area simply prefer pizza?
Simple examples of the Curse of Knowledge
I am sure that each of us has experienced a similar situation:
SaaS – explains about "hybrid clouds" when the customer only wants to know whether his data is safe.
Bank - advertises "escrow account" while the customer asks: "is my money protected?"
The doctor talks about "hypokalemia and tachyarrhythmia" instead of telling the patient: "you lack potassium and that's why your heart beats faster."
The architect - presents the "ergonomics of the functional layout", and the client simply wanted to know: "will the sofa fit in the living room?"
How to fight the Curse of Knowledge?
The good news: you can beat it.
Listen to your customers. Preferably those who know nothing about your industry. The more ignorant you are about a given topic, the better. Their questions and misunderstanding are worth their weight in gold.
Test your messages on people outside your industry. Family, friends, testers - if they don't understand something, your customers won't understand it either. Test and change the message until you succeed.
Teach in plain language. If the topic requires professionalism that cannot be reduced, use an accessible form of education:
- short video,
- blog article related blog articles,
- customer training.
Use content marketing. The questions that arise in conversations with clients are ready-made ideas for materials: articles, webinars, videos.
For those curious: what do world-class detectives learn?
Writer William C. Taylor calls it The Paradox of Expertise: the longer you look at something from the same perspective, the harder it is to see new possibilities and patterns.
Amy E. Herman, a lawyer and art historian, created the program The Art of Perception. He takes policemen, FBI and CIA agents to art museums - to Picasso, Caravaggio, Hopper.
“The exercise is not about looking at art, but about talking about what you see. Or, very often, what you don't see. Time and time again, experienced observers miss key elements of an image that convey an important message, miss clues in a scene about what's happening, or simply fail to describe what's right in front of them. Thanks to these activities, they are no longer afraid to change their perspectives. – explains Herman.
Participants are not allowed to use the words "of course" and "sure" or to point at an image to describe an element of it. Instead, they must verbally present their observations to their peers.
Effect? They learn to change their perspective and then better analyze evidence and situations at work.
Amy Herman's seminar is an elegant way to break the routine and a warning that even the most outstanding specialists can stop noticing the obvious. It's just a simple game of art, but it sharpens your skills and clears your mind. "In New York, we consider the extraordinary to be ordinary, so during training we always try to be even more aware as observers.” – explained the deputy chief in one of many enthusiastic opinions about the program.
There is more in this speech:
Checklist: does the customer understand your offer?
- After a short explanation, can someone in my target audience explain in their own words what I offer?
- Do they understand the advertising headline without additional explanations of industry terms?
- Do I explain benefits and uses instead of leaving the customer with a list of features?
- Do I test the message on people who fit my target audience but do not yet know the offer?
- Do I clarify the parts customers say they do not understand?
For each “no”, examine the relevant part of your communication. “I don’t know” means you should first gather observations. “Yes” is a positive sign, but does not guarantee every reader will understand. This is a practical review aid, not a psychological test.
The most common mistakes resulting from the Curse of Knowledge
Overloading the presentation - too much technical data, too little specificity for the client.
Talking about features instead of benefits - "our system has 12 modules" instead of "you will gain 30% more time".
Using industry jargon in advertising - slogans that are understandable only to specialists.
Assuming that the client will "understand" anyway - lack of simple examples and analogies.
Demonstrating professionalism - communication that, instead of building trust, intimidates and distances you.
Summary
The Curse of Knowledge and the Paradox Expert opinions show that it is most difficult to speak simply about what we know best. If a customer doesn't understand your message, they won't buy - no matter how good the product is.
There is a nice saying for this: “If you can't explain something simply, it means you don't fully understand it.”
Therefore, it is worth asking: – Does the client really understand what I am saying to him? – Do I really see what is in front of my eyes?
Because simple language and a change of perspective often sell more than the most sophisticated professionalism.
Let's talk!
Do you feel like your company speaks a language that your customers don't understand? Or maybe your marketing campaigns aren't working as they should, despite having a great product?
I help companies break through The Curse of Knowledge, simplify communication and build a marketing strategy that really sells.
You can work with me:
during individual marketing consultations,
or in formula Interim CMO, where I create and implement a marketing strategy in your company.
Write to contact section below or on jakubpiotrgolebiowski@gmail.comand I will reply within 24 hours maximum.
Frequently asked questions
What is the curse of knowledge in customer communication?
It is difficulty taking the perspective of someone without your knowledge. Experts may skip explanations or use jargon, preventing buyers from understanding the offer's value.
How can you identify the curse of knowledge on your website?
Ask a target user to explain what you offer and who it helps. If they repeat slogans without understanding or cannot identify the next step, review the message.
How can you simplify language without losing expertise?
Keep essential detail while explaining necessary concepts through examples and practical consequences. Retain technical terms when the audience knows them or needs them to compare solutions properly.
Why might a customer agree without understanding?
They may not want to interrupt or reveal a knowledge gap. Rather than asking only whether everything is clear, ask how the proposed solution relates to their situation.
How can you test an offer description before publication?
Show it to several people resembling intended buyers and ask them to complete a simple task. Observe questions and interpretations without immediately explaining, then revise unclear passages.
Which materials help overcome the curse of knowledge?
Short demonstrations, concrete case studies and answers to customer questions can help. Choose formats that clarify the problem rather than introduce more unexplained concepts.
