The Curse of Knowledge: A Marketer's Worst Enemy
The curse of knowledge a cognitive bias that occurs when we overestimate our audience's understanding of a particular topic or subject.
As marketers, we're always eager to show off our product and service knowledge. We know all the technical details, the unique selling points, and the inside scoop. But sometimes, all that knowledge can come back to haunt us.
I know this firsthand. I was tasked with creating a marketing campaign for a new SaaS product early in my career. Armed with my product knowledge, I dove headfirst into crafting messaging and visuals showcasing all the technical features and capabilities. I was sure this approach would resonate with our target audience of tech enthusiasts.
But as the campaign launched, the response was underwhelming. Sales were lackluster, and we received little engagement on social media. It wasn't until I took a step back and evaluated the campaign from the audience's perspective that I realized my mistake. I had fallen victim to the curse of knowledge. This wasn't the first time and won't be the last. The curse of knowledge is hard to neutralize and requires conscious efforts.
I had assumed that our target audience shared my level of technical expertise and interest. But the truth was, most of them didn't. They were more interested in how the tool would enhance their everyday lives rather than the nitty-gritty technical details.
Enter the curse of knowledge, a cognitive bias that occurs when we overestimate our audience's understanding of a particular topic or subject. This can lead to confusion, missed opportunities, and even embarrassment in marketing.
Pitfalls of the Curse of Knowledge:
Assuming everyone knows what you know: Just because you've been steeped in your industry for years doesn't mean everyone else has. Avoid using jargon or technical terms that will leave your audience scratching their heads.
Forgetting your audience: You know your product inside and out, but your audience might not. Remember to speak to them in a language they'll understand and appreciate.
Overcomplicating things: We get it; your product is the greatest thing since sliced bread. But if your messaging is too complex, your audience might not take the time to figure it out.
Ignoring the emotional aspect: Studies have shown that emotions play a significant role in purchasing decisions. Don't get so bogged down in the technical details that you forget to connect with your audience on an emotional level.
Examples of the Curse of Knowledge in Action:
New Coke: In 1985, Coca-Cola released New Coke, a reformulated version of their classic soft drink. The problem? Coca-Cola assumed that everyone loved their original recipe and that the new version would be an instant hit. They were wrong. Consumers revolted, and New Coke was quickly pulled from shelves.
Crystal Pepsi: In the early '90s, Pepsi introduced Crystal Pepsi, a clear version of their iconic cola. Pepsi assumed that consumers would love the novelty of a transparent soft drink, but they were wrong. Crystal Pepsi failed to connect with consumers, and it was quickly discontinued.
The Journal of Consumer Research discovered in 2017 that consumers prefer products with easy-to-understand descriptions. Keeping your messaging simple makes you more likely to connect with your audience. Meanwhile, the Harvard Business Review found that emotional connection is crucial for brand loyalty. Therefore, it's essential to incorporate emotions in your marketing messaging to create a long-lasting impression.
In conclusion, the curse of knowledge can be a marketer's worst nightmare. By speaking in your audience's language, keeping your messaging simple, and tapping into emotions, you can avoid this cognitive bias and create marketing campaigns that connect with your audience. And remember, just because you know everything about your product doesn't mean your audience does too.