Are you an expert in your field but can’t understand why people aren’t flocking to your website? Are you struggling as a copywriter or wondering how to find one?
Your answer lies in the third chapter of Steven Pinker’s book The Sense of Style. Here are the highlights as well as the solution to your problem.
The curse of knowledge
We all suffer from what is known as the curse of knowledge. This curse is especially strong in those who are experts in their field (aka you) who are trying to reach out to a target audience/market in need of expertise. Why you ask? Because you become blinded by your own knowledge. Instead of seeing it as a collection of obscure facts you begin to believe what you know is common knowledge.
Your problem shows in your writing. If you are your own copywriter and are unaware of the divide between your expertise and your potential client’s need, you will turn them away.
Humans are cursed with attributing to much of their own knowledge to others.
Steven Pinker, The Sense of Style
Here’s the truth. You are unique. Even within your field. After all, isn’t that the reason potential clients should be on your site and not your competitors?
You have something people need, something unique, but communicating that is difficult.
No one but you has read the books you’ve read, heard the lectures you’ve memorized, has the same dinner conversations, or lived in the same places. Over the years you’ve developed jargon unique to your circle of friends and colleagues. It has become difficult for you to imagine what it’s like to not know something you know. And that shows up in your blog posts.
The curse of knowledge isn’t your only problem. See, the curse prevents you from noticing that the curse is blinding you to the problem. It’s time to remove the blindfold.
Steven Pinker, The Sense of Style
Even I am not immune. In my first book, Finding Joy: The Year Apart That Made Me A Better Wife, I referred to King David as a Jody. My editor argued with me not knowing what a Jody was. First I argued, believing strongly that anyone who picked up the book would understand. After some back and forth I reluctantly agreed to a footnote.
The thing was I was blind to my own curse. The “joke” required that the reader know who King David was and that he stole another man’s wife. It also relied on the knowledge that a Jody is slang for a soldier who sleeps with the wives and girlfriends of deployed soldiers. My editor was right. Lesson learned. Always listen to the editor.
Your solution
My solution was learning to listen to my editor. You have two choices in front of you.
#1 Purchase The Sense of Style by Steven Pinker and spend hours (about 12 for the audiobook version) discovering what works and what doesn’t work, why passive voice is best avoided except when it isn’t, and why some grammar rules should be broken.
#2 Hire an expert copywriter (aka me) to turn your well-researched expertise and jargon into relevant easy to read content that converts.
Personally, number two is my favorite. I love spending hours reading Pinker, working through words, and diving into your research to clarify it for those who need your wisdom. Yes, I really do. I’m a professional copywriter and will re-listen/ -read style guides again and again.
Do you love style guides and grammar how-tos? No. Then hand the copywriting over to an expert. I’ve been doing this for a while (here’s my online portfolio). Over the last few years, I’ve had the privilege of writing for various industries: medical, faith-based, military, cannabis, vitamins, non-profits, beer brewing, cooking, mom blogs, lifestyle, podcasts, etc.
Here’s how to get started
Send an email to [email protected] Mention this blog post and for the same $14.26 price of The Sense of Style: The Thinking Person’s Guide to Writing in the 21st Century, I’ll write one 500 word blog post. Consider it a trial run. Love me! Great. We’ll talk terms and set up a running schedule. All future fees are based on word count.
Note: I also ghostwrite. For a small fee, you can take my name off the piece and put yours in its place.
