Marketers who really know their product may fall prey to a cognitive effect called the “curse of knowledge” that can make it harder for them to explain a product to someone with a much lower level of expertise. Often, this manifests as overly complex, jargon-filled sales pitches that may not resonate with the “average” buyer. This is even more challenging for business-to-business sales, since having multiple people involved in the decision-making process means you have to engage multiple audiences.
Key Takeaways:
- The curse of pros explaining to the less informed is that pros have private knowledge that is best kept private, but rarely done so.
- Often those with advanced knowledge on a field find it difficult to teach those just starting out in the field.
- It’s hard to imagine that it is so, but a large part of a marketing pro’s product knowledge is largely unwanted by the average customer.
“Over time, an ever-growing expertise may make introductory knowledge seem intuitive when it’s anything but.”
Read more: https://conversionxl.com/blog/curse-of-knowledge/
