Escape the Knowlege Trap: Simplify Your Message and Map the Path to Sale
A three-part framework to help you focus
Can I share a quick (and embarrassing) story? It was one of the first business presentations I ever gave.
I stood in a large community room in Doylestown, Pennslyvania, in front of about 50 businesswomen for our monthly meeting.
My presentation was on using social media for business. I’d rehearsed my presentation, and my slides had plenty of visuals.
The problem was when I strayed from my planned presentation and ad-libbed. In my attempt to give plenty of value, I strayed from the basics of social media (it was 2013) and referenced SEO and overall digital marketing as I talked.
The audience was taking notes and nodding along. I thought we were golden until we got to the questions thirty minutes into the presentation.
One woman raised her hand and asked, “What’s SEO?”
I have no idea if my face betrayed me, but inside I crumpled.
How could I have been such an idiot?
I wanted to provide context, but I’d missed an important point.
Always check for knowledge before understanding.
The “Curse of Knowledge” is a real thing, and it afflicts all of us at some point, especially when you’re selling something new.
“The Curse of Knowledge” assumes your prospective customers know what you know.
I was reminded of this curse (yet again) when I helped an entrepreneur map out her sales plan for a Spanish course aimed at travelers and expats. In our 1:1 session, we outlined a beta launch so she could start making sales within weeks.
We used the path to sale framework to simplify her message and get to the sales quicker.
You can use it too.
First, think of a problem you'd like to solve in the next 2-3 months.
Maybe you want to launch a new course or offer.
But you need a way to package and sell it.
I like to go analog but that’s up to you.
Grab a notebook, a pen, your favorite beverage, and a comfortable spot. I'm a fan of a comfy chair in a patch of sunlight.
Next, give yourself a "container" to simplify all those ideas swirling in your head.
Step 1: Create the "Container."
Can you sum up the current problem you solve in three sentences or less?
What's the core issue your buyer faces
Why does your buyer want to solve it now?
What’s the payoff when they do?
This sharpens your focus on your customers - who they are and what they need.
Let’s go deeper.
Step 2: Understand Your Prospects’ Awareness
How much do your prospects already know?
How solving this problem a priority for them or just a "nice to have.”
Do they know your solution exists?
Do they know you can help them?
What’s the knowledge gap between their current understanding and your offer. Here’s how to build that bridge.
Step 3: Map the path to sale
How will your prospects discover and trust your solution?
Do you already have a warm audience? Make an announcement!
Need to grow your reach? Choose a scaleable strategy like guest posts, podcasts, paid ads, etc.
If you don’t have a system, start building one so your efforts compound.
Go through this exercise as many times as you need to clarify your message, attract the right buyers, and make selling easier.
Thanks so much for reading! As always, I’d love to hear from you. What would be useful for you?If you liked this, would you consider sharing it? It helps other people find it. THANK YOU!
Need help? DM me, and we can set up a 1:1 session for you.
