Confessions of a Content Marketer: Encountering the Curse of Knowledge

As a professional marketer and videographer, I've had the privilege of working with a diverse array of clients from different industries. While capturing their stories and messages through the lens of my camera and in conversations, I've often encountered a common challenge: the curse of knowledge.?

The curse of knowledge is a cognitive bias in which a person's deep understanding of a subject makes it difficult for them to communicate their expertise to others who lack the same level of familiarity.

This cognitive bias surfaces when interviewees use jargon, assume that viewers share their level of expertise, and feel compelled to showcase their own knowledge.?

The curse of knowledge phenomenon can be best explained through a study conducted by Elizabeth Newton, a psychology graduate student at Stanford University.

In the study, participants were divided into two groups: tappers and listeners. Tappers chose a well-known song and tapped out the rhythm, while listeners tried to guess the title of the song.

The tappers vastly overestimated the listeners' ability to guess the song thinking it would be around 50%.

It turns out, only 2.5% of guesses were correct.

This overestimation was due to the tappers' inability to see things from the listeners' perspective and understand that they were only hearing irregular tapping, not the full melody of the song. The curse of knowledge occurs when we assume that others have the same level of knowledge about a subject as we do, leading to misunderstandings and conflicts. Within companies, this can manifest in poor communication and a lack of clarity, ultimately leading to shifting responsibility and an unclear understanding of the situation.

In this blog, I'll share my experiences in dealing with the curse of knowledge and offer insights on how to overcome it to create compelling, accessible video and other marking content that does not alienate or confuse the people you are addressing .

Addressing the Expertise Objection:

A common objection I often hear from clients is that their target audience consists of industry experts who are familiar with technical jargon and expect a certain level of expertise. While it's true that demonstrating expertise can be valuable in certain situations, it's important to remember that the ultimate decision-maker may not be an expert themselves.

Decision-makers, whether they are experts or not, are primarily focused on the benefits of a product or service. They want to understand how it can solve their problems, improve their operations, or enhance their lives. By concentrating on the benefits and using accessible language, we can communicate the value of our offerings to both experts and non-experts alike, expanding our reach and increasing the chances of making a positive impact.

Navigating the Jargon Jungle

One of the most frequent manifestations of the curse of knowledge is the use of industry-specific jargon during interviews. Having worked as a teacher decades ago, I know what jargon heavy industry speak sounds like, and as a parent now, how baffling, alienating and un-useful it can be.

I have seen Interviewees can easily slip into the comfort of their own professional language, forgetting that viewers may not share their familiarity with these terms.

As a videographer and marketer, I've learned to identify when jargon is being used and gently guide my subjects back to simpler, more accessible language. This not only improves the clarity of the video but also ensures that the message resonates with a wider audience, including non-expert decision-makers.

Bridging the Knowledge Gap

Another challenge that arises from the curse of knowledge is the interviewee's assumption that viewers possess the same level of expertise as they do. This can lead to explanations that are too complex or detailed for the average viewer, resulting in confusion or disinterest.

To address this issue, I encourage my subjects to adopt a beginner's mindset when explaining their concepts. 'Explain it to me like I am a primary schooler' is one of my stock phrases.This involves breaking down complex ideas into more digestible pieces and providing context for unfamiliar terms or concepts, ensuring that both experts and non-experts can grasp the key points.

Taming the Urge to Showcase Knowledge

The curse of knowledge can also manifest in interviewees' desire to showcase their own expertise. While it's natural for individuals to want to demonstrate their knowledge, doing so can sometimes overshadow the core message they want to convey.

As a videographer, I've found that guiding my subjects to focus on the key takeaways for their audience, rather than their own expertise, can help create more engaging and effective video content that appeals to both experts and decision-makers.

The aim is to convey information that useful, relevant and meets the goal of the business or video you create.

Strategies for Overcoming the Curse of Knowledge

Based on my experiences as a video marketer, I'd like to share some strategies that can help interviewees overcome the curse of knowledge and create video content that resonates with their audience:

• Practice empathy: Put yourself in your audience's shoes and consider their level of understanding when explaining your concepts.
• Simplify your language: Replace jargon and technical terms with more accessible language that your audience can easily understand.
• Focus on the benefits: Instead of showcasing your own expertise, concentrate on the value and benefits your message brings to your audience.
• Use analogies and storytelling: Utilise relatable examples, analogies, and stories to illustrate your message and make it more engaging.

Conclusion:

The curse of knowledge can be a significant obstacle to creating engaging and accessible video content. As a videographer, I've encountered this challenge time and time again, but by employing the strategies outlined above, I've been able to help my clients overcome it. The result is video content that captivates viewers, effectively communicates the intended message, and resonates with a wider audience, including both industry experts and decision-makers.

Ultimately, the key to overcoming the curse of knowledge is to strike a balance between showcasing expertise and prioritising clarity and accessibility. By focusing on the benefits of your offering and using language that appeals to a diverse audience, you can create video content that informs, engages, and ultimately drives success for your business.

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