Episode 10: The Curse of Knowledge – Is It Killing Your Sales?

June 19, 2019 by Corinna

Do you know TOO much about your product? Are you making assumptions about what they already know (or want to know?) Are you talking about the WRONG things?

And is your marketing confusing your prospects as a result?

Welcome to something called “The Curse of Knowledge” — when we make assumptions about what our customer prospects already know (or don’t know) and create an incomplete or overwhelming message.

The result is confusion. And when customers get confused, guess what they do?

They walk away.

So how are you falling victim to the Curse of Knowledge and what can you do about it?

That’s what this episode is all about.

People don’t always buy the “best” product. They’ll buy the one that’s easiest to understand.

Is YOUR message cluttered with the “wrong” or “too much” info? Let’s find out!

Hit play and let’s get started!

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Some of the resources mentioned in this episode:

• My Private Facebook Group for CSA Marketing Discussion
• The Academy — Oh man! If you can help me figure out what to “name” this in my messaging, I’ll be indebted to you forever. It’s SUCH a cool product for foodies and farmers (for marketing ideas). But I struggle with describing its benefits. Take a look and see if you have any advice for me!
• Want a website audit of your farm website? I’m doing one a month for free to a lucky farmer inside my private Facebook group as a video tutorial. If you want to get on the list for consideration, DM me on Instagram @mydigitalfarmer. And in the spirit of “the curse of knowledge,” DM means “direct message.”
• Building a Storybrand — my favorite marketing book. It will give you a framework for how to build a clear message that speaks to your ideal customer avatar.
• The StoryBrand Workshop by Don Miller — wanna spend $3000 to clarify your farm’s message? Yikes! That’s a lot. But it was SO good. I’ll be offering a similar workshop like this later this fall for farmers.

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My hope is to feature guests periodically on the show. If you know someone who is innovating in the area of marketing as a farmer, please send me an email at mydigitalfarmers@gmail.com.

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