The Curse of Knowledge? You have it. Let's fix that.

WHO WOULD HAVE EVER THOUGHT THAT BEING ONE OF THE LEADERS OF YOUR INDUSTRY WOULD BECOME A HANDICAP?

If you have been in business for a while or are considered an expert in your industry, you may be confusing your clients.  

This is not your fault.  

You have been working tirelessly to become the best provider in your industry.  You have attended conferences, completed certifications, and won awards in your field.  You have become an "expert".  

SO, WHY ARE PEOPLE NOT FLOCKING TO YOU AND SHOWERING YOU WITH THEIR MONEY IN RETURN FOR YOUR SUPERIOR SERVICE?

There is a good chance you are speaking in a language that your clients or prospective clients cannot understand.

Imagine a scale from 1-10.  You have achieved a knowledge level of 10.  You hang out with other people who also have a knowledge level of 10.  You speak at a knowledge level of 10 because that is what you do now, you ARE the expert.

So what happens when a new client has a question about your service?  You thank them for their question and then dive into a very complete answer at a level 10.  

Where does this leave your prospective customer?  Dazed and confused.  They don't even know what their real problem is let alone the complexities of your answer.  But they smile and nod and thank you for your time.  Then they move on to someone who can speak a language they can understand.  

So, let's go back to our 1-10 scale.  You are at a 10.  When you try your hardest, you can dumb things down to a 6.  Why only 6? Because we know so much about our field, that we can't get any lower.  But do you know where your prospective customer is?

They are a 1. 

You NEED to be able to communicate at a level 1 to reach new clients.  They just don't know any better and they are looking for someone who can speak their level 1 language.  

THIS IS THE CURSE OF KNOWLEDGE: YOU PHYSICALLY ARE NOT ABLE TO SPEAK ON THE LEVEL OF YOUR CLIENTS.

How do you bring your level 10 down to a level 1 for your customers?  You use a 3rd party that will listen to you and translates for you.

When we build your website, we learn all of the in's and out's of your business.  We learn the jargon and the tech speak.  Then we take that and "dumb it down" for you.  

What usually happens next is you think "This is too basic, people need to understand that we are experts, so we need to sound like experts".  

Yes, you do need to sound like an expert, but you shouldn't be the one talking.  Let your past clients speak to your expertise.  

That is the magic of quality testimonials on your website and in your marketing collateral.  (We help create those too.)

Chances are your website was built by someone who simply took exactly what you said and pasted it on your website.  It includes a lot of words that speaks over the heads of your potential customers.  

Take a look at your website.  Are there any words that a 6th grader wouldn't understand?  If so, then you are losing business. You are turning off customers you didn't even know you could be winning.  

If you think you and your website might be suffering from the Curse of Knowledge, we can help.  We can be your translator that can help you land more clients.