One of the great joys in my working life has always been about working with real experts in their field. Doesn’t matter what the expertise is in, there’s just something incredible about hearing from people who know their stuff.
Except sometimes that expert voice isn’t appropriate.
When people forget that the people they’re writing something for are not experts. Those people generally called customers.
Never forget to swap places with your customers
“Explain it to me like I’ve never done any gardening.”
I’ve had to have this conversation recently with a client, as wording kept coming back full of expertise, but not so that the novice customer could make head or tail of it.
Sometimes we forget to keep it simple. Or we go way beyond simple and over into simplistic, which is almost as bad as overcomplicating things.
The best experts bring expertise to light so everyone can learn
We’re not stupid.
We just don’t know what you know.
Our job as business and brand owners is help them to know more of what we know, so that we can help customers solve their problem.
It’s never about us. It’s always about them.