There’s a concept called the ‘Curse of Knowledge’.
You see it in sci-fi action films, where the mad scientist has a eureka moment. She excitedly blabs her realisation to the other characters…
… And all she gets is crickets.
What she says is perfectly obvious to her. But it’s technobabble to others. Her fancy words are too vague to them. Meaningless.
So the other characters do nothing, except look confused. Frustrated even.
It’s not until she explains in more obvious terms to THEM, that they understand.
And then they LEAP into action.
That action is what the curse of knowledge blocks.
If your brain is bursting at the seams with expertise, it’s easy to slip into the mad scientist mindset.
Where you talk about amazing things (like your company), only to get blank looks or polite nods.
Which brings me to the beer war of the early 1900’s.
Beer companies of that time were competing on one thing: Purity.
Their marketing strategy consisted of writing the word ‘Pure’ in larger and larger letters in newspapers.
And that meant NOTHING to consumers.
They needed a new strategy.
Then one company, Schlitz Beer, brought on board advertising legend Claude Hopkins.
They showed Claude around the beer factory. And it was like walking into Willy Wonka’s chocolate factory. But instead of chocolate rivers, it was, you know, beer.
They showed him huge expensive filters filled with white-wood pulp. Bottles cleaned not once, but four times. Wells that went down 4,000 deep to collect only the purest water. A laboratory that went through 12,000 experiments to find the perfect yeast cell, chosen to bring out the best flavour.
All to call their beer ‘Pure’.
Claude found this incredible. But Schlitz Beer disagreed.
“The processes we use are just the same as others use,” they said.
In other words, they were blinded by their expertise.
Schlitz Beer found their processes so ordinary that they didn’t know how amazing they actually were.
But Claude was not blind. He shared Schlitz’s story with the public. Within a few months, Schlitz jumped from fifth place to neck-and-neck for first place.
That story wasn’t unique to Schlitz. But they were the first to explain it properly to the public.
And they were the first to properly give a meaning to the word ‘Pure’.
The result: People swarmed into action.
People bought the beer.
Are there similar opportunities for your business?
Can you take an abstract word, or a piece of jargon in your industry, and give it meaning to your market?
Maybe a fresh perspective might help.
One that helps you spot opportunities to capture the imagination of your clients…
… and gets them to take ACTION. Namely, to buy from you.
If you’re interested in a fresh perspective from me…
Let’s see if we can make your copy sing your praises. With a tune so catchy your clients will hum it for months.