It’s easy to assess another brand’s messaging. Distance makes the mind grow sharper — allowing you to deem creative assets dull, disposable or dynamic. But what happens to your judgment when you work alongside the same brand every day? And how can a copywriting agency help?
The Curse of Knowledge
Imagine you’re a student sitting in a crowded lecture hall. A hush falls over the room as your professor stands in front of the podium and begins the lesson. You scribble notes between blue lines, thinking it all makes sense — until it doesn’t.
Soon, the professor starts spewing unfamiliar terms and referencing ideas you haven’t learned yet. Your brows furrow and your classmates’ eyes glaze over. But the professor presses on, seemingly unaware of the shift in the room. The subject matter feels intuitive to them, so they assume it will be for those listening, too.
This bias is known as the curse of knowledge — and businesses often have the same problem.
Businesses become so familiar with their products and services that they struggle to communicate ideas clearly. Complex terms make perfect sense from the inside, but it reads differently once you step outside.
The Problem with Proximity
Proximity strips away novelty. Internal teams can get stuck on the reality of an offering. The pros. The cons. The expertise behind it all.
Assumptions, jargon and “obvious” truths bounce back and forth without question. With time, you all adopt a singular approach to storytelling. Agreement makes risk feel irresponsible — so every bold statement gets softened, qualified and approved into submission.
The resulting statements are accurate. But are they effective?
Research suggests they aren’t. 88% of consumers report that most brand messages do not reflect their actual needs or values. Instead, they spotlight the details that internal stakeholders are proud of.
The Difference in Perspective
Consider a small university looking to increase enrollment. Its marketing often spotlights its 100-year history, thinking that longevity in higher education establishes credibility.
Though true, this message fails to answer the audience’s questions. Students want to know why they should enroll at an institution and how it will benefit them. When they don’t find the answer, they turn their attention elsewhere.
The Perks of Fresh Perspective
As a copywriting agency, Paradigm sees your product or service from the outside — the same way your audience does.
A fresh perspective introduces friction to the creative process. Not the kind that slows things down, but the kind that makes ideas stronger. We force stakeholders to question assumptions, challenge old approaches and adopt new perspectives.
Our professional copywriting services strip a brand down to what matters, find the ideas worth saying and turn them into work people remember. It might mean redefining your position in the market, turning your expertise into content people want to read and share or building a multimedia campaign that captures a new audience.
Contact a Creative Copywriting Agency
Breaking out of the internal echo chamber is one thing. Knowing what to do once you’re outside of it is another.
Our copywriting agency fills in the gaps, guiding you through a thoughtful process that involves:
- Discovery: Our team meets directly with yours to establish a base-level understanding of your brand, its offerings and its goals.
- Strategy: Our strategists research your audience, competitors and market needs to identify opportunities to differentiate your brand.
- Drafting: Our copywriters transform complex concepts into compelling language. We prioritize best practices, such as utilizing plain language to increase retention by 40%.
- Review: Before content goes live, we hand the reins back to you. Stakeholders have multiple opportunities to review messaging and provide relevant feedback.
Interested in professional copywriting services? Contact Paradigm online for more information.
