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"Simple can be harder than complex. You must work hard to make it simple."

-Steve Jobs

The Spotlight Effect shows why most prospects and customers aren't thinking about you

The spotlight effect is the phenomenon in which people tend to believe they are being noticed more than they really are. Being that one is constantly in the center of one’s own world, an accurate evaluation of how much one is noticed by others is uncommon. The reason behind the spotlight effect comes from the innate tendency to forget that although one is the center of one’s own world, one is not the center of everyone else’s. This tendency is especially prominent when one does something atypical.

Research has empirically shown that such drastic over-estimation of one’s effect on others is widely common. Many professionals in social psychology encourage people to be conscious of the spotlight effect and to allow this phenomenon to moderate the extent to which one believes one is in a social spotlight.

Curse of Knowledge study showed listeners only understood messages 3% of the time

Much has been written about what is called “The Curse of Knowledge.” How that term applies to your marketing efforts is this: Organizations intimately understand their own products and services but make the mistake by believing their prospective customers will easily understand what they are offering as well. 

Simplicity and clarity throughout your entire marketing communication platform is paramount. Understanding where your prospective customers might not understand you is critical. Knowing your “curse of knowledge” blind spots is key to success. If not addressed, those you are trying to reach might not understand you and take the appropriate action you want.

Making the simple complicated is commonplace; making the complicated simple’ awesomely simple—that’s creativity.

Claude Monet

French Impressionist Painter

If your prospects understood you only 1 out of 40 times, would you change what you are doing? Click to watch the Stanford Experiment video below...