Using stories to cut through the noise of the curse of knowledge
Maybe it’s the complexity of modern products. Maybe it is because we spend all day (every day) as experts who need to know everything about our products and their associated category. Whatever it is, and whatever your product or service, the 'curse of knowledge' is a phenomenon that causes us to speak in a language that confuses prospects. Today we will look at how you can be intentional about your customer's journey, and use story fueled content to get prospects to care and ultimately buy from you.
Getting attention and being heard through the noise is essential to achieve this.
If we're all drowning in information how do we figure out what to say to get someone to care?
Inside our companies, we are swamped with product information and company strategy.
The curse of knowledge results in language that is inaccessible for those outside.
Compounding the issue is that our prospects are bombarded by countless messages, daily.
If we let abstract, complex messaging into our communications, we add to the noise and make it easy to be ignored.
"Stories work particularly well in dodging the curse of knowledge, because they force us to use concrete language. "
Companies that humanize their communications have an advantage.
"But my audience is technical!" I hear you cry. For some audiences, you will need detailed [technical] information later in the journey. There is a difference in making this available for self-discovery and using it early in the customer journey to get attention and be heard.
No one is saying "ignore the details."
"Organizations certainly need facts to run their businesses; it’s easy to forget that stories are equally as important."
There is a time and a place for detailed technical content.
When people can see why to care they can choose to engage.
Through engagement, people discover what they need to know. They move forward on their customer journey.
What is essential is to get them to care. Then move from more story-driven content to more fact-driven content.
For inspiration look to non-profits. The act of "buying" from a non-profit is the act of giving up hard earned cash without the promise of a product or service in return. We do it to help others.
Charities rely heavily on storytelling.
Now imagine that power injected into the early stages of your customer's journey.
Ask yourself these three questions;
- Why would they care?
- What will get them to engage?
- How can they justify the purchase?
Use these as a rough beginning, middle and end to guide your content mapping to their customer journey.
Each audience has different cares and has different needs for 'more information.' At various stages. You may need to create a map for each persona.
Create the conditions for prospects to care about your company amidst the noise. Then lead them on through a journey to purchase.
No matter how sophisticated your product or business by avoiding the 'curse of knowledge' and speaking in simple language prospects are more likely to engage. Be intentional about the customer journey. Use the right content at each stage, and create the conditions for prospects to care, buy and become customers.
On to the links!
Neil Patel - one of the most active growth hackers out there and his storytelling insights and tips.
Great article that shows how communications (including authentic storytelling) is at the heart of a company's conscience. I love his comments on spin - again, reinforcing the importance of authenticity.
And finally: http://thestoryoftelling.com/done-right/
"Perfect is the enemy of done" is a favorite quote of ours. Not that you shouldn't do good work. You should. And that's the point of this article.
Go Narrative is a marketing consultancy that assists business leaders in technology firms to build and implement advanced marketing strategies. Our secret sauce is storytelling for business growth and transformation. We can help you cut through the noise and improve your reputation. We love helping business leaders understand, use and apply storytelling in business via writing, presentations, video, strategy and actionable plans. Get attention. Be heard. Make an impact.
More about what we do, download the PDF.