{"id":2605,"date":"2019-04-09T05:36:19","date_gmt":"2019-04-09T05:36:19","guid":{"rendered":"https:\/\/omaha-seo.com\/blog\/?p=2605"},"modified":"2022-06-06T18:30:39","modified_gmt":"2022-06-06T18:30:39","slug":"how-the-curse-of-knowledge-is-killing-your-marketing","status":"publish","type":"post","link":"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/","title":{"rendered":"The &#8220;Curse of Knowledge&#8221; Kills SEO Marketing"},"content":{"rendered":"<p>The Curse of Knowledge makes specialists like you impart at a dimension that their per users don&#8217;t get it. Deals calls SHOULD be tied in with choosing in case you&#8217;re prepared to push ahead with one another, and NOT tied in with establishing the essential frameworks of comprehension and mindfulness. This is the place shrewd duplicate and substance comes in.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2466\" src=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_45753923_l-2015-1024x666.jpg\" alt=\"omaha-seo\" width=\"700\" height=\"455\" srcset=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_45753923_l-2015-1024x666.jpg 1024w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_45753923_l-2015-300x195.jpg 300w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_45753923_l-2015-768x499.jpg 768w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_45753923_l-2015-980x637.jpg 980w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_45753923_l-2015-513x334.jpg 513w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_45753923_l-2015-573x373.jpg 573w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_45753923_l-2015-600x390.jpg 600w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_45753923_l-2015-335x218.jpg 335w, https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_45753923_l-2015.jpg 1999w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>Marketers are intimately familiar with their industry and product. But that familiarity isn\u2019t always an advantage.<\/p>\n<p>Often, they unknowingly overwhelm or confuse the same visitors they seek to persuade (with long, jargon-filled product pages, for example).<\/p>\n<p>Your knowledge, in other words, can become a curse\u2014a barrier that keeps you from communicating what customers care about in language they understand.<\/p>\n<p>It\u2019s not inevitable. But you have to know how to spot it and how to avoid it.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f4d18213fde\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f4d18213fde\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#What_is_the_curse_of_knowledge\" >What is the curse of knowledge?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#Get_your_website_unstuck_now_How_Click_the_Omaha_SEO_link_below\" >Get your website unstuck now! How? \nClick the Omaha SEO link below!<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#The_curse_of_knowledge_in_marketing_tips\" >The curse of knowledge in marketing tips<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#Why_its_so_hard_to_spot_a_curse_of_knowledge\" >Why it\u2019s so hard to spot a curse of knowledge<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#7_ways_to_overcome_the_curse_of_knowledge\" >7 ways to overcome the curse of knowledge<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#1_Know_your_customers_inside_and_out\" >1. Know your customers inside and out<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#2_Monitor_how_new_visitors_engage_with_your_content\" >2. Monitor how new visitors engage with your content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#3_Eat_your_own_dog_food\" >3. Eat your own dog food<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#4_Write_in_jargon-less_laymans_terms\" >4. Write in jargon-less layman\u2019s terms<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#5_Use_examples_to_explain_concepts\" >5. Use examples to explain concepts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#6_Get_real-time_customer_feedback\" >6. Get real-time customer feedback<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#7_Have_a_broad_review_process\" >7. Have a broad review process<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#If_%E2%80%9Ccomplex%E2%80%9D_content_is_right_heres_how_to_do_it_well\" >If \u201ccomplex\u201d content is right, here\u2019s how to do it well<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/omaha-seo.com\/blog\/how-the-curse-of-knowledge-is-killing-your-marketing\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"what-is-the-curse-of-knowledge\"><span class=\"ez-toc-section\" id=\"What_is_the_curse_of_knowledge\"><\/span>What is the curse of knowledge?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>The curse of knowledge is a cognitive bias in which you struggle to explain something because you can\u2019t relate to those with less knowledge.<\/strong><\/p>\n<p>It has its origins in\u00a0an academic paper\u00a0that challenges a traditional assumption of\u00a0information asymmetry. The assumption is that expertise allows some, such as sellers, to anticipate the needs of their non-expert buyers. As the authors explain, however:<\/p>\n<blockquote class=\"wp-block-quote\"><p>Better-informed agents are unable to ignore private information even when it is in their interest to do so; more information is not always better.<\/p><\/blockquote>\n<p>Follow-up research\u00a0highlights how the curse applies to other fields. The advanced technical knowledge of university professors in engineering and science, for example, makes it harder for them to teach first-year students effectively.<\/p>\n<p>Hindsight bias, the original researchers found, leads us to overestimate our ability to predict a past outcome. That makes us more vulnerable to the curse of knowledge.<\/p>\n<p>The authors of\u00a0the first article\u00a0use physicians\u2019 diagnoses as an example:<\/p>\n<blockquote class=\"wp-block-quote\"><p>For instance, public discussions of medical cases make doctors think that diseases were easier to diagnose than they actually were.<\/p><\/blockquote>\n<p>Over time, an ever-growing expertise may make introductory knowledge seem intuitive when it\u2019s anything but. That makes it harder to anticipate the needs of less-informed people.<\/p>\n<table style=\"border-collapse: collapse; width: 100%;\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">\n<table style=\"border-collapse: collapse; width: 100%; height: 144px;\">\n<tbody>\n<tr style=\"height: 109px;\">\n<td style=\"width: 990.8px; height: 109px;\">\n<h3 class=\"et_pb_module_header\" style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"Get_your_website_unstuck_now_How_Click_the_Omaha_SEO_link_below\"><\/span><span style=\"font-size: 18pt; color: #3366ff;\">Get your website unstuck now! How?<\/span><br \/>\n<span style=\"font-size: 18pt; color: #3366ff;\">Click the Omaha SEO link below!<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/td>\n<\/tr>\n<tr style=\"height: 35px;\">\n<td style=\"width: 990.8px; text-align: center; height: 35px;\"><span style=\"color: #3366ff; font-size: 18pt;\"><strong>Omaha SEO<\/strong><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2 id=\"the-curse-of-knowledge-in-marketing\"><span class=\"ez-toc-section\" id=\"The_curse_of_knowledge_in_marketing_tips\"><\/span>The curse of knowledge in <a href=\"https:\/\/omaha-seo.com\/\">marketing tips<\/a><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In marketing, the implications are obvious. Rob Balon, CEO of\u00a0The Balon Research Group, explains:<\/p>\n<blockquote class=\"wp-block-quote\"><p>You have to keep in mind while you may have abundant knowledge of your product and your brand, the target doesn\u2019t. Moreover, they probably don\u2019t care.<\/p><\/blockquote>\n<p>Marketers often fall victim to the curse of knowledge because they are:<\/p>\n<ul>\n<li>Intimately familiar with their own product; or<\/li>\n<li>Selling a complex\/technical product to a less-savvy audience.<\/li>\n<\/ul>\n<p>Say you work at a SaaS company selling AI software. You want to position yourself as an industry leader. Blog posts by your development team explain the complexities of how the AI system works, highlight how you gather and parse training data, and list use cases befitting\u00a0<em>Fortune<\/em>\u00a0500 clients.<\/p>\n<p>But if you\u2019re trying to serve a broader market\u2014including small and medium businesses\u2014your content and copy may not resonate. Non-technical readers may be overwhelmed instead of impressed, and they\u2019ll probably click to exit.<\/p>\n<p>The curse of knowledge applies to more than just copy. It can also come up in face-to-face meetings\u2014sales pitches, conferences talks, account reviews, etc. If you overestimate the knowledge of the people you\u2019re talking to, they may not get anything out of it.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" class=\"wp-image-44606 lazyloaded\" src=\"https:\/\/conversionxl.com\/wp-content\/uploads\/2019\/04\/dilbert-curse-of-knowledge.gif\" alt=\"\" width=\"750\" data-lazy-src=\"https:\/\/conversionxl.com\/wp-content\/uploads\/2019\/04\/dilbert-curse-of-knowledge.gif\" data-was-processed=\"true\" \/><figcaption><\/figcaption><\/figure>\n<\/div>\n<p>You want people to leave your presentation feeling like this, instead:<\/p>\n<figure class=\"wp-block-embed-twitter aligncenter wp-block-embed is-type-rich is-provider-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p dir=\"ltr\" lang=\"en\">Listening to\u00a0@content_bistro\u00a0dropping huge knowledge bombs.\u00a0#TCCIRLpic.twitter.com\/lst6RxQjwT<\/p>\n<p>\u2014 Mariana Norton ? Growth Strategist &amp; Speaker (@MarianaNNorton)\u00a0March 14, 2019<\/p><\/blockquote>\n<\/div>\n<\/figure>\n<p>For marketers in B2B sales, the challenge increases. The choreography of a B2B sale\u2014in which the average buying decision involves more than\u00a0five people\u2014may require copy or collateral that serves multiple audiences.<\/p>\n<p>To return to an earlier example, an in-depth review of your AI system may be easy to understand (and persuasive) for a fellow developer. But when those end users need to pitch the product to executives, too, your content may seem bloated with technical details. You need content that can win over both.<\/p>\n<p>Before you can create that, you need to know just how big the knowledge gap is between you and your customers.<\/p>\n<h2 id=\"why-it\u2019s-so-hard-to-spot-a-curse-of-knowledge\"><span class=\"ez-toc-section\" id=\"Why_its_so_hard_to_spot_a_curse_of_knowledge\"><\/span>Why it\u2019s so hard to spot a curse of knowledge<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s notoriously hard to spot whether you\u2019ve been cursed with knowledge. You either:<\/p>\n<ol>\n<li>Don\u2019t stop to question whether your audience has prior knowledge; or<\/li>\n<li>Find it tricky to put yourself in your audience\u2019s shoes.<\/li>\n<\/ol>\n<p>The\u00a0Heath Brothers\u00a0explain:<\/p>\n<blockquote class=\"wp-block-quote\"><p>Once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has \u201ccursed\u201d us. And it becomes difficult for us to share our knowledge with others, because we can\u2019t readily re-create our listeners\u2019 state of mind.<\/p><\/blockquote>\n<p><strong>Critically, your audience won\u2019t reach out to tell you they don\u2019t understand.\u00a0<\/strong>A few might Google for answers to better understand a technical term or phrase in your content. Most, however, will just go to another site that better meets their needs.<\/p>\n<p>There are several ways to identify whether your site suffers from the curse of knowledge\u2014and to eliminate its negative impact. Here are seven critical ones.<\/p>\n<h2 id=\"7-ways-to-overcome-the-curse-of-knowledge\"><span class=\"ez-toc-section\" id=\"7_ways_to_overcome_the_curse_of_knowledge\"><\/span>7 ways to overcome the curse of knowledge<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Does your audience have zero knowledge? Explain your point in the simplest terms you can use.<\/p>\n<p>If not, where does their knowledge start? Are they someone with two months\u2019 research under their belt, or an experienced operator looking for advanced resources?<\/p>\n<p>Do you need to target multiple audiences? You\u2019ll need to figure out what each person in the decision-making process does or doesn\u2019t know. And that brings us to the first step.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Know_your_customers_inside_and_out\"><\/span>1. Know your customers inside and out<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>The curse of knowledge happens when you assume your customers\u2019 education level.<\/strong>\u00a0Ditch your assumptions and\u00a0conduct qualitative research\u00a0to find out how much they know.<\/p>\n<p>Joanna Wiebe, conversion copywriter and the brains behind\u00a0Copyhackers, recommends to \u201cStart \u2018ethically eavesdropping\u2019 on the people who are, will be, and should be your customers.\u201d To do so, Wiebe continued:<\/p>\n<ul>\n<li>\u201cListen to them talk about themselves and your product on review sites\u201d;<\/li>\n<li>\u201cWatch them use your product in testing sessions\u201d;<\/li>\n<li>\u201cAsk new customers why they came looking for you today\u201d;<\/li>\n<li>\u201cSend surveys not about what features they like best but what badass outcomes they\u2019ve achieved with your product\u2014what words they use to describe it, what happened while trying to integrate it into their lives, etc.\u201d<\/li>\n<\/ul>\n<p>\u201cObserve until you figure out what matters to them,\u201d Wiebe concluded, \u201cthen keep observing to add breadth and depth.\u201d<\/p>\n<p>Ask dumb questions you think sound\u00a0<em>too<\/em>\u00a0obvious\u2014whether that\u2019s through one-on-one surveys or\u00a0by polling social media followers.<\/p>\n<p>For example, if you sell an email platform, those \u201cdumb\u201d questions could be:<\/p>\n<ul>\n<li>Do you know what CTR stands for?<\/li>\n<li>Do you know what \u201cdouble opt-in\u201d means?<\/li>\n<\/ul>\n<p>You might be surprised by the answers.<\/p>\n<p>Social Animal includes questions in their on-boarding process. I\u2019m a new user to their product, but they don\u2019t assume I have prior knowledge about their software. They\u2019re using the opportunity to learn more about me\u2014their typical customer\u2014to target others like myself.<\/p>\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" class=\"lazyloaded aligncenter\" src=\"https:\/\/lh5.googleusercontent.com\/2YtAWNehKlU2GK0azFXKcByEZAdOuPKmVCFdaJ3fV8A92rHvItSX4pUmm7o9FU_liTnM5WsRl85DxKyP6Rznc7nKnHfDU7Bw_qEeHh51ZkDewMqthCxpeIzqxhkyCTMRueQSda4G\" alt=\"\" width=\"750\" data-lazy-src=\"https:\/\/lh5.googleusercontent.com\/2YtAWNehKlU2GK0azFXKcByEZAdOuPKmVCFdaJ3fV8A92rHvItSX4pUmm7o9FU_liTnM5WsRl85DxKyP6Rznc7nKnHfDU7Bw_qEeHh51ZkDewMqthCxpeIzqxhkyCTMRueQSda4G\" data-was-processed=\"true\" \/><\/figure>\n<p>Talia Wolf, the CRO expert behind\u00a0GetUplift, also recommends\u00a0surveys\u00a0to judge your audience\u2019s knowledge level:<\/p>\n<blockquote class=\"wp-block-quote\"><p>The goal is to bridge that gap between our assumptions and the data. Surveys allow us to tap into people\u2019s concerns, hesitations and desired outcomes.<\/p>\n<p>Once we\u2019ve completed these steps in our research phase, the guessing-game and assumptions have no place in the process. We know what A\/B tests we should run to improve conversions, we have hypotheses based on research and all recommendations, copy, design and suggestions are based on voice of customer research.<\/p><\/blockquote>\n<p><strong>The curse of knowledge doesn\u2019t apply to customer research.\u00a0<\/strong>You can never know too much.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Monitor_how_new_visitors_engage_with_your_content\"><\/span>2. Monitor how new visitors engage with your content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To identify pages or content that may suffer from a \u201ccurse of knowledge,\u201d look at what first-time visitors do on your site. User engagement (or lack thereof) can provide clues as to how well your site copy and content align with their knowledge.<\/p>\n<p>Just be cautious of another cognitive bias\u2014narrative fallacy. Analytics data is one piece of the puzzle to be paired with qualitative research. It will not explain why your visitors behave as they do.<\/p>\n<p><strong>The default New Users segment lets you to view\u00a0<\/strong><strong>Google Analytics<\/strong><strong>\u00a0data through the lens of first-time visitors.\u00a0<\/strong>(A caveat: Cookie-based tracking means that not all \u201cNew Users\u201d are truly new.)<\/p>\n<p>There are dozens of other segments you could (and should) look at. Segmenting by traffic source and demographic may be especially valuable when it comes to the curse of knowledge. (For more information on segmenting, check out\u00a0this post.)<\/p>\n<p>But New Users are a starting point.<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" class=\"lazyloaded aligncenter\" src=\"https:\/\/lh3.googleusercontent.com\/gPx3KhmYos3osCBfoUvtULBrHcILF1hlih9s09XNPCOjZ9QJSIbz4vkF_KdF1IVjJFWwjTGhnkuepdXlNtXAL15oI7iGHLWnCb4MWRuv2D1HesJAI8DNWEP2CXcr6WGzn8n89zpc\" alt=\"\" data-lazy-src=\"https:\/\/lh3.googleusercontent.com\/gPx3KhmYos3osCBfoUvtULBrHcILF1hlih9s09XNPCOjZ9QJSIbz4vkF_KdF1IVjJFWwjTGhnkuepdXlNtXAL15oI7iGHLWnCb4MWRuv2D1HesJAI8DNWEP2CXcr6WGzn8n89zpc\" data-was-processed=\"true\" \/><\/figure>\n<ul>\n<li>Are 90% of your first-time visitors reading basic content, or are the majority consuming deep dives on niche topics? In either case, where do they go next? Do they bounce? Click through to product pages?<\/li>\n<li>Are\u00a0calls to action\u00a0aligned with the depth of the content? If you categorize your posts into beginner, intermediate, and advanced topics, which segment generates the most conversions? Or has the highest bounce rate?<\/li>\n<li>Where do New Users go when they land on your homepage? If, like many SaaS companies, you have \u201csolutions\u201d and \u201cproducts\u201d menu items, where do new homepage visitors head first? Do they already know about your software category and simply want to compare options? Or do they start a step before, in the \u201csolutions\u201d section?<\/li>\n<\/ul>\n<p>Tools like\u00a0Hotjar\u00a0can track mouse movements or identify how far down someone goes on a page. It\u2019s another way to pair quantitative data with the qualitative insights you\u2019ve gleaned earlier.<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" class=\"lazyloaded aligncenter\" src=\"https:\/\/lh4.googleusercontent.com\/JswngCElTx6K16PgJ_wH20dMi9TLFgyD7IeFtULacCb5LMtZ-TufjMVvzktx5tXZSYDyFolEvuqmeITGuUS31WWSAHQKVVv73ff2qzy5_E81BoVOYAmWFMD39a0fC2M6p598VyEv\" alt=\"\" data-lazy-src=\"https:\/\/lh4.googleusercontent.com\/JswngCElTx6K16PgJ_wH20dMi9TLFgyD7IeFtULacCb5LMtZ-TufjMVvzktx5tXZSYDyFolEvuqmeITGuUS31WWSAHQKVVv73ff2qzy5_E81BoVOYAmWFMD39a0fC2M6p598VyEv\" data-was-processed=\"true\" \/><\/figure>\n<p>For example, if a scroll map goes ice cold when you get into the gory details of your software features, it may be a clue that the content is too advanced.<\/p>\n<p>However, if everyone scrolls the whole way through, added detail may help differentiate your company for your (presumably) advanced audience.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Eat_your_own_dog_food\"><\/span>3. Eat your own dog food<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You know your product inside and out. But have you ever pushed yourself through your onboarding process, right from the start?<\/p>\n<p>Andra Zaharia\u00a0recommends doing it to overcome the curse of knowledge:<\/p>\n<blockquote class=\"wp-block-quote\"><p>Eat your own dog food. Reinstall the product and pay attention to every step of the process. Use the product on a new device you don\u2019t use as often to get you out of your comfort zone.<\/p><\/blockquote>\n<p>QA everything from on-boarding emails\u00a0to help docs. Have your entire team do the same, noting assumptions or shortcuts you take that new users may not.<\/p>\n<p>It\u2019s hard to put yourself in others\u2019 shoes.\u00a0<strong>Invite family, friends\u2014anyone you can convince\u2014to go through every experience your customers do.<\/strong>\u00a0These people have limited (or no) knowledge about your product. What questions do their fresh eyes spark?<\/p>\n<p>I did this with an on-boarding email from Brand Yourself:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" class=\"lazyloaded aligncenter\" src=\"https:\/\/lh6.googleusercontent.com\/pjcsp_2vDhJaultc7C-iet955cp65_e34-Zb_BsymrD-rxk3huvZvqFzsDRY8vaZtKV32mQm7MSdBb_LlVZ5MEc3fgwOvAukoAiKLJrX8gfExzhk-w7KISgJiyEt6N6DdNBtwl0A\" alt=\"\" width=\"600\" data-lazy-src=\"https:\/\/lh6.googleusercontent.com\/pjcsp_2vDhJaultc7C-iet955cp65_e34-Zb_BsymrD-rxk3huvZvqFzsDRY8vaZtKV32mQm7MSdBb_LlVZ5MEc3fgwOvAukoAiKLJrX8gfExzhk-w7KISgJiyEt6N6DdNBtwl0A\" data-was-processed=\"true\" \/><\/figure>\n<\/div>\n<p>As a first-time user who hasn\u2019t yet opened their software, I don\u2019t have a clue what \u201csocial media issues\u201d are or what \u201cfixing\u201d them entails. It\u2019d be much easier for me to understand if this were phrased as \u201cremove problematic social media images, like drunk photos.\u201d<\/p>\n<p>They\u2019ve been cursed by their own knowledge\u2014they know all the use cases and processes and, as a result, don\u2019t share specific examples with new users. Without that understanding, the pitch to upgrade to premium loses value.<\/p>\n<p>Contrast that with PayTM. They include a reminder of how to use their product in\u00a0<em>every<\/em>\u00a0confirmation email:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" class=\"lazyloaded aligncenter\" src=\"https:\/\/lh4.googleusercontent.com\/b3EF_GPEhybnwbrTOE9o9M77fEBJIiU3v_nk0vq8Ti1TsiYZGVNy7zXh1NMlomVVsiopOrjT0Vo0ykH6OWcRqlJ3l6j3Q0H57PK8cQBeOTOG60tNsvYHuU6QOv5cDeL9hkDOkdVK\" alt=\"\" width=\"500\" data-lazy-src=\"https:\/\/lh4.googleusercontent.com\/b3EF_GPEhybnwbrTOE9o9M77fEBJIiU3v_nk0vq8Ti1TsiYZGVNy7zXh1NMlomVVsiopOrjT0Vo0ykH6OWcRqlJ3l6j3Q0H57PK8cQBeOTOG60tNsvYHuU6QOv5cDeL9hkDOkdVK\" data-was-processed=\"true\" \/><\/figure>\n<\/div>\n<p>They don\u2019t assume that their audience knows how their product works. They remind users with a small box that points them to an explainer video instead.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Write_in_jargon-less_laymans_terms\"><\/span>4. Write in jargon-less layman\u2019s terms<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Don\u2019t expect your customers to invest the time to learn the vocabulary of your product or industry.\u00a0<\/strong>Nichole Elizabeth DeMer\u00e9\u00a0contends that<\/p>\n<blockquote class=\"wp-block-quote\"><p>A lot of business owners [. . .] assume they know the answers, they assume they know who their \u201cideal clients\u201d are, they assume their ideal client profile is accurate, and they base their decisions on those assumptions.<\/p><\/blockquote>\n<p>Let\u2019s say you sell resources to help people improve their nutrition planning. Citing advanced research papers or detailing metabolic processes may not convince your visitors. Some may Google unfamiliar terms or concepts. But most won\u2019t.<\/p>\n<p><strong>Your fluency with industry terminology doesn\u2019t come off as expertise; it merely creates confusion.<\/strong><\/p>\n<p>A solution is to write in the voice of your customer.\u00a0This sales page, for example, speaks directly to the audience in their language:<\/p>\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" class=\"lazyloaded aligncenter\" src=\"https:\/\/lh5.googleusercontent.com\/KtZoX8R4eXPuTHlfbkOoakh2RcusGZQjkmZqM9Aweeop6MzNSbbEuaWp9ydjVbcI94c37v6GPpIhwgBCtNNijujbrdlvxrlU6DZAY3VnorGDUmtF2mO4h_P5PQIGiP4lkOUw1hpQ\" alt=\"\" width=\"750\" data-lazy-src=\"https:\/\/lh5.googleusercontent.com\/KtZoX8R4eXPuTHlfbkOoakh2RcusGZQjkmZqM9Aweeop6MzNSbbEuaWp9ydjVbcI94c37v6GPpIhwgBCtNNijujbrdlvxrlU6DZAY3VnorGDUmtF2mO4h_P5PQIGiP4lkOUw1hpQ\" data-was-processed=\"true\" \/><\/figure>\n<p>There\u2019s no confusion about what they\u2019re selling. They\u2019re not assuming I know details about nutritional planning.<\/p>\n<p>Do the same with your content by\u00a0conducting voice of customer\u00a0research:<\/p>\n<ol>\n<li>Talk to your prospects or survey site visitors.<\/li>\n<li>Mine the answers to find phrases that describe pain points, needs and wants, and per-purchase concerns.<\/li>\n<li>Find the gaps in your copy. Use customers\u2019 language to fill them.<\/li>\n<\/ol>\n<p>Say you discover that many freelancers buy your SaaS product because they need a quicker way to process client transactions.<\/p>\n<p>But your landing page uses phrases like \u201c2-day waiting time from submitting, authorizing and processing each transaction.\u201d Do your customers\u00a0<em>really <\/em>understand\u2014or care\u2014about each step of the process? Or are they just thinking that they want to \u201cget paid faster\u201d?<\/p>\n<p>The obvious benefit of getting paid faster is easy to understand (and is a phrase you could easily split test against the original, more technical explanation).<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" class=\"lazyloaded aligncenter\" src=\"https:\/\/lh6.googleusercontent.com\/6rcqL1FhqRSYcFmnVkFQbMUmeCNfFzTMGsh_J8RsFKk5hovuPPTNQN_3uOVJXOQXfM29vxDcYQH9KMB-2JIYbKwUlV_8kBkwqy7LvTfFMjHAkqfMDKBDmrEPHvJtFrU8wNyHDZ31\" alt=\"\" width=\"450\" data-lazy-src=\"https:\/\/lh6.googleusercontent.com\/6rcqL1FhqRSYcFmnVkFQbMUmeCNfFzTMGsh_J8RsFKk5hovuPPTNQN_3uOVJXOQXfM29vxDcYQH9KMB-2JIYbKwUlV_8kBkwqy7LvTfFMjHAkqfMDKBDmrEPHvJtFrU8wNyHDZ31\" data-was-processed=\"true\" \/><\/figure>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"5_Use_examples_to_explain_concepts\"><\/span>5. Use examples to explain concepts<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>People learn better\u00a0when they\u2019re given examples or stories to make theoretical concepts concrete. That clarity can also add credibility:<\/p>\n<ul>\n<li><strong>Case studies.\u00a0<\/strong>Instead of saying, \u201cWe help advertisers get better results on Facebook,\u201d include (or link to) a case study of a company that improved their return on ad spend after implementing your recommendations.<\/li>\n<li><strong>Testimonials.\u00a0<\/strong>Instead of using copy to make claims about your product, let testimonials do the same.<\/li>\n<\/ul>\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" class=\"lazyloaded aligncenter\" src=\"https:\/\/lh5.googleusercontent.com\/rsnLnOI0_QPlzlusTaPr0PoZ0yAjC9flUsVSH7JZ4gthmAzB6ZuY2zzel3PnXHIhDAeuOiWzzA4qhUPQVLbsca4sZFZkcReOB-BSPkXaABNKBsF9P8r3So8_wryRNLPha-lBIaIa\" alt=\"\" width=\"750\" data-lazy-src=\"https:\/\/lh5.googleusercontent.com\/rsnLnOI0_QPlzlusTaPr0PoZ0yAjC9flUsVSH7JZ4gthmAzB6ZuY2zzel3PnXHIhDAeuOiWzzA4qhUPQVLbsca4sZFZkcReOB-BSPkXaABNKBsF9P8r3So8_wryRNLPha-lBIaIa\" data-was-processed=\"true\" \/><figcaption><em>The testimonial on the homepage shows the impact of Mailchimp rather than claiming the potential benefits.<\/em><\/figcaption><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"6_Get_real-time_customer_feedback\"><\/span>6. Get real-time customer feedback<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Three types of real-time user feedback can help identify or validate whether your copy is falling victim to the curse of knowledge.<\/p>\n<p><strong>1. On-site surveys<\/strong>: Are site visitors having problems? What do they like best? Do they have recommendations for improvements?<\/p>\n<p>Tools like\u00a0Feedier,\u00a0Survicate, or\u00a0Informizely\u00a0can display pop-up boxes that include a checklist of reasons why someone\u2019s planning to leave (e.g. \u201cI don\u2019t have time to read this\u201d or \u201cI was looking for something simpler\u201d).<\/p>\n<p>The responses may help you understand more about\u00a0<em>why<\/em>\u00a0visitors leave your site\u2014and if the curse of knowledge may be the cause.<\/p>\n<p><strong>2. <a href=\"https:\/\/omaha-seo.com\/blog\/5-reasons-why-you-need-live-chat\/\">Live chat<\/strong>:<\/a> You can aggregate data that you collect on audience interactions with live chat representatives or chatbots.<\/p>\n<p>This can help you identify the common questions that you\u2019re failing to answer with your copy, content, or even navigation (e.g. using a technical term for a navigation label may lead everyone to ask, \u201cWhere can I find\u2026\u201d).<\/p>\n<p><strong>3. Beta programs<\/strong>: Use beta programs to collect feedback on your content, design, and website before launching your SaaS product.\u00a0Pilcro launched with a short free trial\u00a0to find out if people would pay for their product. They didn\u2019t get enough user feedback, so they later launched a freemium model to acquire more users.<\/p>\n<p>Real-time feedback can help identify when users get confused. Adjust copy or content to answer the questions users have most often, replicating their language.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"7_Have_a_broad_review_process\"><\/span>7. Have a broad review process<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Don\u2019t send content drafts or site design mockups to your marketing team alone. Include customer service reps, recent hires, and others who may not have your technical knowledge.<\/p>\n<p>If you\u2019re worried about not getting honest feedback, you can set up a Google Doc to gather anonymous comments. You can make comments anonymous by:<\/p>\n<ul>\n<li>Making the Google Doc accessible to anyone with the link.<\/li>\n<li>Having people open the link in an incognito window (or sign out of their Google account).<\/li>\n<\/ul>\n<p>Answer comments. Ask follow-up questions. Transfer parts of the conversation back into your copy.\u00a0Kaleigh Moore\u00a0agrees:<\/p>\n<blockquote class=\"wp-block-quote\"><p>Sometimes I think the best fix is to talk about the topic with someone who knows nothing about what you\u2019re trying to write about. Having to explain it in detail to someone who is new to the concept will often naturally prompt questions and discussions that help you write from a new perspective.<\/p>\n<p>Think about the questions they ask, where their curiosity goes, and what insight they provide as you walk through the topic\u2014and then tie that in as you write.<\/p><\/blockquote>\n<p>What does that look like in practice? Jordie Black, founder of\u00a0Copy and Check, has a six-step process for all client content. She handles strategy then passes a brief to their team of writers. An editor reviews the final product.<\/p>\n<p>She told me how this broad review process helps overcome the curse of knowledge:<\/p>\n<blockquote class=\"wp-block-quote\"><p>Our strategists understand the client\u2019s requirements and where each piece of content fits in the overarching marketing plan. \u00a0When they first read the content, they\u2019re immediately able to tell whether or not it achieved the desired goals.<\/p>\n<p>Our editors edit for clarity, grammar and structure. As an outsider, and often not a subject matter expert, they take the content at face value to see whether or not it makes sense in the way it\u2019s put together.<\/p><\/blockquote>\n<h2 id=\"if-\u201ccomplex\u201d-content-is-right-here\u2019s-how-to-do-it-well\"><span class=\"ez-toc-section\" id=\"If_%E2%80%9Ccomplex%E2%80%9D_content_is_right_heres_how_to_do_it_well\"><\/span>If \u201ccomplex\u201d content is right, here\u2019s how to do it well<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To avoid the curse of knowledge, you often simplify your content. But not always. Your research may show that you\u2019re targeting a highly informed audience. Complex topics may showcase your expertise or give prospects the granular answers they need to differentiate your product.<\/p>\n<p>As noted before, B2B brands often serve advanced technical practitioners\u00a0<em>and <\/em>C-Suite decision-makers. In those instances, you may need to create content to serve multiple audiences.<\/p>\n<p>Search Engine Journal does this with their blog. They produce content for newbies, experts, and everything in between. Here\u2019s an example:<\/p>\n<ol>\n<li>Newbie knowledge:\u00a0What Is SEO \/ Search Engine Optimization?<\/li>\n<li>Intermediate knowledge:\u00a0Google released a broad core search algorithm on March 12<\/li>\n<li>Advanced knowledge:\u00a0Let\u2019s clear things up: Google\u2019s \u2018Florida 2\u2019 algorithm update is not related to original Florida update<\/li>\n<\/ol>\n<p><strong>Even with advanced content, don\u2019t confuse advanced\u00a0<\/strong><strong><em>information<\/em><\/strong><strong>\u00a0with an advanced\u00a0<\/strong><strong><em>reading level.<\/em><\/strong><strong>\u00a0<\/strong>As Sarah Horton and Whitney Quesenbery explain in\u00a0A Web for Everyone:<\/p>\n<blockquote class=\"wp-block-quote\"><p>It\u2019s not a matter of dumbing down. It\u2019s a matter of meeting people where they are and saving people\u2019s time. People don\u2019t come to functional websites to waste time. They are very busy with other parts of their lives. They need to be able to find, understand, and use the information in the time and effort that they think it\u2019s worth.<\/p><\/blockquote>\n<p>Research\u00a0conducted by Kathryn and Michael Summers backs up this theory. Graduates were given two websites, each written at high and low reading levels. Researchers then monitored the tasks they were asked to complete.<\/p>\n<p>The result? On sites with a lower reading level:<\/p>\n<blockquote class=\"wp-block-quote\"><p>Users with high literacy were able to accomplish their tasks almost three times as fast with the revised site as with the original. These users were also more likely to be able to complete their tasks successfully, completing 93% of all tasks successfully on the revised site.<\/p><\/blockquote>\n<h2 id=\"conclusion\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To avoid the curse of knowledge, you first have to look for it. That starts by not assuming that your audience has (or lacks) a certain level of knowledge.<\/p>\n<p>Qualitative and quantitative <a href=\"https:\/\/omaha-seo.com\/blog\/techniques-to-better-understand-your-customers-decision\/\">customer research will help you understand<\/a> who\u2019s on your site, where they go, what they read, what they don\u2019t, and which questions your site still fails to answer.<\/p>\n<p>That knowledge, in turn, can guide testing for design and copy. You\u2019ll be able to answer the questions that your users have, in the order they have them, while using the same language that they do.<\/p>\n<p style=\"text-align: center;\">Via: https:\/\/conversionxl.com\/blog\/curse-of-knowledge\/<br \/>\n<iframe loading=\"lazy\" style=\"border: 0;\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m28!1m12!1m3!1d192081.37430605333!2d-96.08030180052485!3d41.2158541297!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!4m13!3e0!4m5!1s0x87938cdd1e621c73%3A0xe51e1fbe18b42b94!2sBank%20of%20the%20West%2C%20West%20Center%20Road%2C%20Omaha%2C%20Nebraska!3m2!1d41.233948999999996!2d-96.049229!4m5!1s0x87938c3d0c92fcb1%3A0x98cf112f2e9fe028!2s5223%20Grover%20St%2C%20Omaha%2C%20NE%2068106!3m2!1d41.2266913!2d-95.99608579999999!5e0!3m2!1sfil!2sus!4v1653589099664!5m2!1sfil!2sus\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Curse of Knowledge makes specialists like you impart at a dimension that their per users don&#8217;t get it. Deals calls SHOULD be tied in with choosing in case you&#8217;re prepared to push ahead with one another, and NOT tied in with establishing the essential frameworks of comprehension and mindfulness. This is the place shrewdRead More &raquo;<\/p>\n","protected":false},"author":1,"featured_media":2508,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[746,22],"class_list":["post-2605","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-engine-optimization","tag-omaha-seo","tag-search-engine-optimization","cat-1-id"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The &quot;Curse of Knowledge&quot; Kills SEO Marketing - Omaha SEO<\/title>\n<meta name=\"description\" content=\"The Curse of Knowledge makes specialists like you impart at a dimension that their per users don&#039;t get it. Need help? 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