The curse of knowledge bias refers to the idea that people who are experts in a certain field or have a lot of knowledge about a certain topic, have a hard time understanding or communicating with others who are less knowledgeable. In marketing, sales, branding, design, and advertising, the curse of knowledge can lead to campaigns that are too complex, technical, or jargon-heavy, making it difficult for the target audience to understand or engage with the message.
Here are some ways to leverage the curse of knowledge bias in marketing, sales, branding, design, and advertising:
1. Explain like I’m 5
This is a technique that involves breaking down complex or technical concepts into simple, easy-to-understand language. By using this technique, a creator can ensure that the message is clear and easy to understand for the target audience. Avoid technical jargon and use simple language and visuals to explain the message.
Example: An online education platform creates a series of videos that explain complex concepts in simple and easy-to-understand language.
2. Use analogies and metaphors
By using analogies and metaphors, a creator can make complex or technical concepts more relatable and easily understandable for the target audience.
Example: A financial advisor creates an ad campaign that uses the metaphor of a “financial roadmap” to explain the importance of financial planning.
3. Creating relatable examples
Creating relatable examples is a technique that can be used to make information more understandable and relatable to a general audience. This can be done by creating examples and scenarios that are familiar and easy for people to relate to, such as using real-life situations or relatable characters in advertising or branding materials.
Example: An ecommerce brand, like an online clothing store could create an ad campaign featuring a relatable character such as a busy working mom and show how their versatile and comfortable clothing options can fit seamlessly into her daily life.
4. Collecting customer insights
Use this technique by collecting feedback from your audience through surveys, interviews, or focus groups. This can help you to understand their perspective, preferences, and needs, and tailor your marketing and advertising efforts accordingly.
Example: A food delivery app regularly surveys its customers to gather feedback on the app’s user interface, delivery options and menu choices, and uses the insights to improve the overall customer experience.
5. The Inverted Pyramid Method
This is a method that involves putting the most important information at the top of a piece of content, and gradually getting more specific and detailed as the content goes on. By using the inverted pyramid method, a creator can ensure that the most important information is communicated first and that readers can understand the main message even if they don’t read the entire piece of content.
Example: A software company creates a blog post that uses the inverted pyramid method to explain the benefits of its new product in a clear and easy-to-understand way.
6. Creating a User-Friendly Experience
Use this technique by creating a user-friendly experience in your marketing and advertising efforts. This can help to make the information more accessible and understandable to a general audience.
Example: A health insurance company creating a user-friendly website that simplifies the process of purchasing insurance for a general audience.
7. Creating a Customer Service Team
Use this technique by creating a customer service team to assist customers in understanding your products or services. This can help to make the information more accessible and understandable to a general audience.
Example: A technology company creating a customer service team to assist customers in understanding and troubleshooting the company’s products.
8. Creating a FAQ section
Use this technique by creating a frequently asked questions (FAQ) section on your website or social media platforms. This can help to provide answers to common questions and make the information more accessible to a general audience.
Example: An e-commerce company creating a FAQ section on their website to provide answers to common questions about their products and services.
9. Creating a Glossary
Use this technique by creating a glossary of terms and phrases used in your marketing and advertising efforts. This can help to make the information more accessible and understandable to a general audience.
Example: A legal firm creating a glossary of legal terms and phrases on their website, to assist clients in understanding the legal process.
10. Creating a Video Tutorial
Use this technique by creating a video tutorial to explain your products or services in an easy-to-understand format, to make the information more relatable and understandable to a general audience.
Example: A SaaS company creating a video tutorial to explain how to use their product, for potential customers to watch before making a decision.
11. Creating a Chatbot
Use this technique by creating a chatbot to assist customers in understanding your products or services, and provide them with the necessary support to make informed decisions.
Example: A travel agency creating a chatbot to assist customers in understanding different travel options and packages.
12. Creating a Blog
Use this technique by creating a blog to provide helpful information and tips on your products or services.
Example: A real estate company creating a blog to provide helpful information and tips on buying and selling properties.
Some cognitive biases that are similar to the curse of knowledge bias,
Overconfidence bias: This bias refers to the tendency for individuals to overestimate their own abilities and knowledge.
Illusion of transparency: This bias refers to the tendency for individuals to overestimate the degree to which their thoughts, feelings, and intentions are transparent to others.
Expertise bias: This bias refers to the tendency for individuals to overestimate their own expertise in a particular domain or subject.
Citations
“The Curse of Knowledge in Communication” by Elizabeth Newton, Psychological Science, (1990) https://journals.sagepub.com/doi/
“The Curse of Knowledge in Economic Settings: An Experimental Analysis” by Colin Camerer, George Loewenstein, and Martin Weber, Journal of Political Economy, (1989) https://www.journals.uchicago.edu/doi/abs/10.1086/261691
“Overconfidence in the Communication of Intent” by Neil E. Weinstein and Victoria Husted Medvec, Journal of Personality and Social Psychology, (1995) https://psycnet.apa.org/record/1995-96318-009
“Overconfidence in Judgments of Learning and Memory” by John Dunlosky and Thomas Nelson, Psychological Science, (1992) https://journals.sagepub.com/doi/abs/10.1111/j.1467-9280.1992.tb00371.x
“The Illusion of Transparency: Biased Assessments of Others’ Ability to Read One’s Emotional States” by Tessa West, David T. Neal, and Nalini Ambady, Psychological Science, (2008) https://journals.sagepub.com/doi/abs/10.1111/j.1467-9280.2008.02070.x
“The Illusion of Transparency and the Reduction of Defensive Self-Presentation” by Tessa West, David T. Neal, and Nalini Ambady, Journal of Experimental Social Psychology, (2011) https://www.sciencedirect.com/science/article/pii/S0022103110003288
“The Curse of Knowledge in Economic Settings: An Experimental Analysis” by Colin Camerer, George Loewenstein, and Martin Weber, Journal of Political Economy, (1989) https://www.journals.uchicago.edu/doi/abs/10.1086/261691
“Expertise Bias and the Illusion of Explanatory Depth” by Rachelle D. Smith and David Dunning, Journal of Personality and Social Psychology, (2010) https://psycnet.apa.org/record/2010-09865-014
