Ever since we were taught how to write, people have developed many different styles. That’s why we have many authors creating fresh and creative content every single day. However, many people including teachers, bloggers, and business leaders suffer from the “Curse of Knowledge”. The “Curse” means that you are unable to imagine what it is like for people to not know something that you are already very knowledgeable on. In fact, the curse can drive your audience away, because they can not fully understand and relate to your ideas.
This curse affects me as an SEO expert as I find it difficult to fully comprehend the legal terms used by a lawyer in court (many terms have Latin origin). Another example is, when you visit a doctor, your doctor tells you that you have “Asthenia“, most people without any medical education would be confused by that term. For my personal life, I would have to constantly explain to my friends what SEO means and what I do. That’s why it is very important to follow these steps to fully engage your readers and drive traffic to your website.
4 Steps to Avoid the Curse of Knowledge:
- Know Your Readers- Is your audience composed of educated professionals in that particular subject or people that have a base knowledge on the topic? For the educated, simply go right to the point, and if it is for the people that do not have a deep knowledge of the subject, it is crucial to start from the bottom and work your way up. This also relates to the vocabulary you use in the content. A bad example would be: Let’s take a peek at the conversion rate and the bounce rate. A good example would be: Let’s see how many people filled out a contact form and clicked the phone number and what we can improve on from the bounce rate.
- No Abstract Content– “Our mission is to provide the best customer service” and that is too abstract to many readers. “Our mission is to provide the safest and most reliable transportation to the airport”. It gives more credibility to people by being concrete.
- Use Examples- It gives the readers a picture and can relate to something they have seen before or familiar with.
- A Picture is Worth 1000 Words– 65% of people in this world learn through visuals. Visuals such as pictures, videos, and graphs can deliver your message faster and more powerfully.