Get a free digital strategy tip of the week:

Name Email
privacy policy.

We respect your data. View the privacy policy.

Unsubscribe any time. We respect your data. View the privacy policy.

Say more (by saying less)

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers

Articulate your ‘Theory of Change’

You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.

3 common segmentation mistakes

Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to

Here’s why you should be a rule breaker

Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope

The TWO objectives you need to meet in every email

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If

How (and when) to build a geo-fence

If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re

Why you need to stop talking about yourself

Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.

6 ways to make page titles click-worthy (not click-baity)

On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you

Are you prioritizing the right list building entry points?

There’s more than one way to build an email list. The various types of digital assets you can use to attract people to

A beginner’s guide to web page optimization

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages

12 proven ways to personalize your broadcast emails

If we want to get the most out of email, we need to make it personal. If every message we send sounds

What you need to know about ‘deliverability’

Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting

9 creative ways to mix up tired email formats

Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally

7 traits of a clear writing style

The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast

How NOT to write a thank-you email...

For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup

Advocacy

Beat the Curse of Knowledge

2
Minute read
Beat the Curse of Knowledge

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse to infect your writing, you may unwittingly leave supporters feeling confused an alienated. To make matters worse—the more experience you gain as an advocate, the more susceptible you become to the curse.

Common traps include:

The political curse

The assumption that our supporter understands the political process; the role of Ministerial Departments; what electorate they’re in; party acronyms; or what party their MP belongs to. They may not.

The industry curse

The assumption that when we reference things like ‘supply chains’, ‘mortality rate’, or use welfare terms (such as ‘furnished cage’, ‘sow stall’, ‘maceration’), our supporters will know what those terms mean and their implications for animals. Chances are, they know neither.

Fast-track your digital strategy learning curve.

Free  eBook

The legal curse

Assuming that our supporter is familiar with the definitions of legal terms such as ‘breach’, ‘regulation’, or ‘regulatory authority’. Don’t bank on it.

The campaign curse

The assumption that our supporters have been following our campaign and don’t need a gentle reminder of why it’s important or how our current focus will tangibly help animals. They do.


Once you’re aware of the curse, it’s easy to beat. Use common language in place of technical terms and processes. Write for those who know little if anything about your topic.

One of the biggest lessons this curse has taught me is that depending on my audience, being “precise” and being “understood” are not always the same things!

From: 7 traits of a clear writing style

Karen Nilsen

Hi there! I’m Karen. I’m on a mission to reach my former self. Had I known 10 years ago what I know today, I could have achieved more good, made fewer mistakes, and had more weekends. Every time we share what works, we win faster. Let’s create digital experiences that move people — that grow our base and fuel our movements. Are you with me? Please share this with someone you know who wants to up their digital game!

Like this tip? Share it!