Why Your Expertise is Hurting Your Business (And How to Fix It)

March 26, 2025 | Read Online
Read time: 4 mins

Welcome back, business builders! 🚀

This week’s bulletin covers:
✅ Why your expertise is actually hurting your sales
🧠 The “Curse of Knowledge” and how to break free
🛠️ 5 simple strategies to start thinking like your customers
🔥 How to turn industry jargon into powerful, clear messaging

Let’s be real—I’ve been guilty of this myself.

A while ago, I was working on a marketing campaign and thought I’d nailed the messaging. It was packed with stats, industry insights, and all the technical features that made the service great. I was sure it would resonate.

But when I showed it to a friend (who wasn’t in my industry), their response?

“…I have no idea what this means.” 😬

That’s when I realized I had fallen into the Curse of Knowledge—when you know so much about your business that you forget what it’s like to be a customer seeing it for the first time.

If you’re using complicated jargon, focusing on features instead of benefits, or assuming customers “just get it”… you’re losing sales without even realizing it.

Here’s how to fix it. 👇

Are You Speaking a Different Language Than Your Customers?

Imagine you run a web design business. You talk about UX workflows, backend integrations, and responsive frameworks. Sounds impressive, right?

Wrong.

Your customers don’t care about frameworks. They care about getting more clients, selling more products, and making a great first impression.

This is where most business owners go wrong—they focus on what they think is important, rather than what their customers actually need to hear.

The 5-Step Fix: How to Talk Like a Customer, Not an Expert

1️⃣ Ditch the Jargon – Speak Human
Your customers don’t want to “leverage synergies” or “optimize performance metrics.” They want simple, clear solutions. Ask yourself: would a 12-year-old understand this? If not, simplify it.

2️⃣ Listen More Than You Talk
Stop assuming—start asking. What words do your customers use? What do they actually want? The best marketing strategies start with customer conversations, not industry assumptions.

3️⃣ Sell Benefits, Not Features
Nobody buys “AI-powered analytics.” They buy “more sales with less effort.” Customers don’t care about the technology behind it—they care about the results.

4️⃣ Test Your Messaging on a Stranger
Find someone who isn’t in your industry. Show them your website, sales pitch, or ad. If they don’t immediately understand what you do and why it matters, rework it.

5️⃣ Be Your Own Customer
Go through your own buying process. Is it clear? Confusing? Does it assume prior knowledge? Fixing these gaps now will make it easier for real customers to say yes.

Next Step: The Simplicity Challenge

Take a piece of your marketing—your website, an ad, an email—and rewrite it using simple, customer-focused language.

Ask yourself:
❓ Does this focus on the problem I solve rather than technical details?
❓ Is this clear enough for a total outsider to understand?
❓ Would this make my ideal customer excited to buy?

If the answer is no, it’s time for a revamp.

The businesses that grow aren’t the ones that sound the smartest—they’re the ones that make it easy for customers to say yes.

Need help simplifying your messaging? Let’s chat! 🚀

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