Knowledge is often good, but in terms of communication, it can also be a curse.
This is one of the key takeaways in the book Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck by Chip and Dan Heath. The problem comes when you assume that your readers or listeners have as much knowledge as you do, when that’s not necessarily the case.
To illustrate this point, let me tell you about my grandmother’s peanut butter fudge recipe.
A “simple” recipe
The year after my grandmother died, I decided to make her peanut butter fudge as a Christmas present for family members. The recipe only had four ingredients, and as an experienced baker, I was confident it would go smoothly.
Until I read this sentence: “Boil the cream and sugar until they get to the soft ball stage.”
The what? I had no idea what “the soft ball stage” was, and the recipe didn’t elaborate.
Clearly my grandmother assumed that anyone using the recipe would have the same level of knowledge she did. And that’s exactly the problem, or what Chip and Dan Heath describe as the Curse of Knowledge.
Dangers of assumed knowledge
These kinds of assumptions happen all the time, and it’s easy to see why. Once you know enough about a certain topic, you forget what it’s like not to know it. That forgetfulness can trip you up when you’re trying to share what you’ve learned with others who aren’t as informed.
And if this causes problems with a four-ingredient recipe, imagine how much trouble it causes with more complicated things like new technology or sustainability solutions.
How to beat the curse
Being aware of the problem is one thing. Overcoming it is another.
As the Heath brothers explain: “There are, in fact, only two ways to beat the Curse of Knowledge. The first is not to learn anything. The second is to take your ideas and transform them.” (p. 21)
Since the first way isn’t a viable option, Made to Stick presents six ways to turn your message into something that sticks:
- Keep it simple
- Stir curiosity with the unexpected
- Use concrete examples
- Make it credible
- Bring in emotion
- Tell stories
For this newsletter, though, I’m going to focus on just one. Stories.
Why stories matter in content
Stories are valuable teaching tools – especially because those reading or listening often don’t feel like they’re learning. A good story can make someone curious, keep them engaged, and motivate them to act.
Taking action is important because when you’re writing content for your company, you want the reader to take the next step. Register for a webinar. Download a report. Contact you for a demo or consultation. Sign up for a free trial. Buy your product or service.
Stories can help you do that. They can also help people remember you because good ones combine all the other sticky elements:
- They’re simple enough for people to remember and share, at least in essence
- Unexpected elements keep people wanting to know more
- Concrete details make the story real and vivid
- Those details also add credibility
- People are emotionally invested in stories
For example, when I talk to people about heat pumps, I don’t simply say that they’re a cleaner source of heat than oil.
Instead, I tell them how my dad and his girlfriend are so much more comfortable in their home since getting the heat pump. The lower cost means they can keep the house warmer in the winter without spending more, and they love the dehumidifying feature on muggy summer days.
In short, stories stick with people much more than an explanation of facts. And you definitely want your clients and prospects to remember you.
Soft ball mystery solved
Speaking of stories, in case you’re wondering what happened with the peanut butter fudge, I talked to a friend who had made fudge before. She clued me in.
The soft ball stage is when you can drop the mixture into cold water and it will form a soft ball.
Once I knew that, the recipe made complete sense. And I’m happy to say the fudge was a hit at Christmas.
Know your audience
If my grandmother had expected someone inexperienced to make her fudge, she might have written the recipe differently. On the other hand, for anyone who already knew about making fudge, her directions as written would have been clear.
That’s why the other important part of all this is to know your audience. They may already have some of the basics down and don’t need everything spelled out.
But if you’re at all uncertain, err on the side of adding more detail, using concrete language, and if possible telling a story. If you do, you can avoid the Curse of Knowledge, and your readers will thank you for it.
Note: If you want to read more about my dad’s experience with the heat pump, you can read my case study about it here.