Chip and Dan Heath, in their book Made to Stick, wrote about The Curse of Knowledge and how once you know something you can’t unknow it. We’ve explored the notion of making our writing sticky and in this post, we’ll begin to explore six ways you can use to connect with your ideal clients.

Holy combat, Batman!

When you’re crafting messages for your clients, see how many of these six principles you can employ in your effort to counteract the effects of the Curse of Knowledge. The more you use, the sticker your message. A word of caution, though: like salt, knowing the right amount to use will season your dish. Use too much, and what you’ve created will just taste, well, salty.

1. Simple
2. Unexpected
3. Concrete
4. Credible
5. Emotional
6. Stories

Keep it Simple, Sally

The first principle we’ll explore is the idea of simplicity, which ought not to be confused with ‘dumbing things down.’ Rather, select clear, simple language to convey your thoughts and ideas. Here’s an example using a Nike:

1. 1. You ought to be exercise more so your heart and body can be healthy and your mind clear. Our athletic shoes will support you in your endeavors.
   2. Just Do It.

Which of these two messages grabbed your attention — and kept it?

Now You Try

Grab your elevator pitch. Read it out loud. Does it sound more like example #1 or #2 from above? How can you simplify your message to make it more compelling?

Here’s a video I recorded to highlight the principle of simplicity.

I’d love to connect with you to chat about how to make your words attract your ideal clients. Schedule a FREE 60-minute breakthrough session with me.