Confuse and Lose:
What is ‘The Curse of Knowledge’, and How Do You Counteract It in Your Copywriting?
If you’ve ever read something and thought, “Wait, what does that even mean?”, you’ve likely been on the receiving end of the curse of knowledge.
It’s a common trap in copywriting , especially in tech, design, and specialist industries. When we know a subject deeply, it’s easy to forget what it was like not to know. We assume readers understand the acronyms, the context, the systems… when in fact, we’ve left them behind at the first paragraph.
The curse of knowledge: what it is
Coined by economists and later studied in cognitive psychology, the curse of knowledge is the idea that once you know something, it becomes hard to imagine not knowing it. That knowledge changes the way you communicate, usually in ways you don’t even notice.
In writing, it shows up as jargon, unexplained concepts, overuse of abstractions, and the assumption that the reader is already “in the know.”
It’s not arrogance. It’s human nature.
But in branding and marketing, it’s a problem, because the moment you confuse someone, you lose them.
Where it shows up
If you work in tech, finance, defence, healthcare, or any field where specialist knowledge is part of the deal, the curse shows up everywhere:
Product pages filled with acronyms
“Simple” explainers that assume too much
Marketing copy that talks about features, not outcomes
UX copy that’s written for engineers, not users
And it's not just an external issue. Internal comms and investor decks suffer from it too.
How to counteract it
1. Write for one clear persona
Imagine explaining your product or idea to a clever friend outside your industry. Not someone clueless, just someone who needs context. That mental shift helps you reconnect with the beginner’s mindset.
2. Avoid jargon (unless it’s essential)
Use plain English wherever possible. If you must use a technical term, explain it the first time. Clarity is not the enemy of intelligence.
3. Focus on outcomes, not features
People care less about what your product is, and more about what it does for them. Make sure every feature you describe links to a real-world benefit.
“Automated incident detection using ML” →
“We flag problems before your users notice them.”
4. Use metaphors and analogies
The brain loves familiar reference points. Compare the new to the known. A good metaphor can bridge the gap between complexity and understanding faster than bullet points ever will.
5. Test your copy on outsiders
Run your draft past someone who isn’t deep in your space. If they get it, and better yet, feel something, you’re on the right track.
6. Don’t overcorrect
Clarity doesn’t mean dumbing down. You can still be smart, technical, even niche, just make sure your audience can come with you. It’s about building bridges, not lowering the bar.
In summary
The curse of knowledge is sneaky. It makes you think you’re being clear when you’re actually creating distance. And in a world where attention is short and competition is high, clarity is a creative advantage.
At Hiatus, we believe great design and communication share the same goal, making complex things feel simple, elegant, and intuitive.
Your copy should do the same.
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