Why Your Expertise Might Be Costing You Clients

If you’ve ever watched someone’s eyes glaze over when you explain what you do, you might be caught in the curse of knowledge.

The curse of knowledge happens when we’ve spent so much time mastering our expertise that we forget what it’s like to not know what we know.

As consultants and coaches, we live in our heads. We’ve studied our craft, refined our methods, and built deep experience. The problem is that our language often reflects our world, not our clients’. Without realizing it, we start speaking in jargon or using abstract ideas that don’t mean much to the people we’re trying to reach.

Why It’s So Easy to Fall Into

There are three big reasons why consultants and coaches fall into this trap:

1. We’re lifelong learners.
We’ve spent years studying, training, and applying what we know. Our knowledge is so ingrained that it’s hard to imagine what it’s like for someone who’s never heard of it.

2. We’ve been rewarded for sounding smart.
In corporate or academic environments, big words and industry speak earn credibility. But when you’re running your own business, the same language makes potential clients feel confused or disconnected.

3. We’re idealists.
We often talk from the “after” picture—what transformation looks like when it’s complete. But our clients are at the beginning of their journey. If we skip ahead, they can’t see themselves in our message.

How It Shows Up in Your Messaging

Early in my career, I proudly told people, “I ignite leadership, team, and organizational potential.” It sounded polished, but no one understood it. When someone asked what I actually did, I found myself repeating the same line, only slower, as if that would help.

Then a friend’s boyfriend, a Google executive, called me out. He told me I was using “push” words—talking about what I wanted my clients to want instead of describing what they were actually struggling with. That moment changed everything.

When I started describing real situations, like “helping hospitality executives align their teams when growth causes friction,” people immediately nodded. They related to the problem. That’s when I realized that clarity connects faster than cleverness.

The Solution: Shift the Spotlight

The way out of the curse of knowledge is simple but not easy. You have to take the spotlight off of you and put it on your clients.

Start by answering these questions:

• Who is my ideal client?

• What problem are they trying to solve?

• What’s getting in their way?

• How does that problem feel in their words?

When you start with who before what, your messaging becomes natural. Your confidence grows because you’re no longer selling—you’re connecting.

Get Out of Your Head and Into Theirs

Once you know who you’re talking to, start listening for how they talk. Record discovery calls, read intake forms, and review surveys. Pay attention to the exact words people use to describe their pain points and goals.

Those words are gold. When you use your clients’ own language, they feel seen and understood. You don’t need fancy copy; you just need to reflect what they already believe and feel.

Your voice still matters. It shows up when you explain how you help. But you earn the right to use your voice by first showing that you understand theirs.

Reflection

Ask yourself:

• Are you using words your clients actually use?

• Do your messages start conversations or create confusion?

• Are you talking about what your clients want now or what you wish they wanted?

The curse of knowledge makes it easy to sound impressive but hard to be understood. The good news is that clarity always wins.

Next Steps

1. Audit your copy. Read your website and LinkedIn profile out loud. Cut out jargon, vague words, or phrases that don’t sound like your clients.

2. Listen for client language. Record calls or use note-taking tools to capture exactly how clients describe their challenges. Keep a running list of phrases you can reuse.

3. Define your “who.” Get clear on who your ideal client is, what they want, and what’s blocking them before describing what you offer.

If you need help finding the right words that attract the right clients, download my free Confused to Confident messaging guide at betsyjordyn.com/confused-to-confident.

Other posts you may enjoy:

• 5 Signs You Have a Brand Messaging Problem (and How to Fix It)
• Why I Almost Hid My $1 Million Milestone (and What It Taught Me About Success)
• Karen Laos Shows Consultants and Coaches How to Confidently Charge Their Worth

About me: Betsy Jordyn is a brand messaging strategist and business mentor for purpose-driven consultants and coaches. With a background in organizational development—including a consulting career with Disney—she helps experts clarify their unique value, position themselves strategically, and build businesses that deliver impact, income, and personal fulfillment. Connect with Betsy Jordyn to clarify your message, elevate your brand, and attract the clients you're meant to serve. Start here → https://www.betsyjordyn.com/services