How to write effective marketing text by avoiding the illusion of understanding

When you’re an expert in your field, it’s natural to assume everyone else “just gets it” too. But that assumption can lead to marketing that doesn’t quite hit the mark. This common pitfall is known as the “illusion of understanding.” It happens when we assume our audience knows what we know. When that happens, marketing text (also known as copy) can leave out key information, use insider terms, or jump ahead without fully setting the scene. And that can mean potential customers walk away feeling confused or uninspired.

Recognising that your customers don’t know what you know

Avoiding this illusion is easier with a simple shift in mindset: remember that while you know every detail of your product, most of your audience will come to your content knowing far less. They don’t have your background, so it’s up to you to guide them—showing why your product or service matters in clear, relatable terms.

This doesn’t mean oversimplifying or talking down to your audience; it means approaching your content with a beginner’s mindset to make sure your messaging is easy to follow and genuinely helpful.

Writing for your customer, not for yourself

When you’re writing about your business, it’s easy to get caught up in what you think is important. But effective marketing involves focusing on what your customer needs to know—and, importantly, what they don’t yet understand. While they don’t need every technical detail, they do need to know how your product or service can solve their problems or make their lives easier.

To do this, step into your customer’s shoes:

Imagine their level of knowledge: Assume no prior familiarity with your product, industry, or even the problem it addresses. How would you describe it to a friend who’s hearing about it for the first time?
Anticipate their questions: What might they want to know first? What would help them feel confident and clear about your offering?

Focusing on your customers’ needs will help you create copy that is relevant and easy to understand.

Avoiding the illusion of understanding in your marketing information

Here are some practical ways to make sure your content informs without leaving anyone in the dark:

Explain your product or service as if you’re talking to a friend at the pub: No, we don’t mean telling them you love them and slurring your words (what kind of nights are you having in a pub?!). We mean using familiar language that’s easy to grasp, the way you talk to your mates. This isn’t about “dumbing down” your message—it’s about making it accessible.
Focus on benefits, not features: Rather than listing what your product has, focus on what it does. If your product has “advanced widget technology,” how does that help your customers? Maybe it saves time or makes their work easier—features that are meaningful and quantifiable to them.
Challenge your assumptions: Ask yourself, “Would this make sense if I knew nothing about the business?” or “Does this answer questions a customer might have?” If the answer isn’t a definite yes, think about simplifying, rephrasing or adding more context.
Use relatable stories or examples: People connect more easily with stories than with dry facts. A short customer story or example can illustrate a product’s benefit in a way that feels memorable and meaningful. This is why case studies are so powerful.

When you try to see things from your customer’s perspective, you’ll end up with informative, relatable, and genuinely engaging marketing – plus, you might discover something about your product, service or market that you had previously overlooked. Next time you sit down to write for your business, try to step out of the expert bubble. Write like you’re talking to a new friend who is curious but unfamiliar with what you do. Approaching it this way can make all the difference, leading to marketing that resonates with your audience and drives better results.

If you’re working with a marketing agency, they can, of course, help craft clear, engaging copy. But remember, you’re the expert on your product or service. Supplying clear information will make it easier for your agency to capture your message accurately and effectively. And don’t be overwhelmed and think you have to write like James Patterson or Margret Atwood – a series of well-thought-through bullet points is often enough to provide all the information marketers need to turn it into communications gold.