The curse of knowledge: How to write for readers who aren’t experts

When was the last time you read something that went right over your head? Maybe it was a scientific paper or an annual report or a hefty tome on the Roman Empire. And let me guess: you tried to stay focused, but it wasn’t long before you lost interest.

This is what happens when authors assume others have the same knowledge they do. They write for their peers (or to prove their expertise). But here's the truth: your peers aren’t your primary market. While they may read your content, they don’t need it. Who does? The average punter looking for a solution to a problem.

So if you're planning to write a non-fiction book, this post provides strategies to overcome the curse of knowledge and reach a broader audience – without oversimplifying or compromising your ideas.

What is the curse of knowledge?

The curse of knowledge, also known as familiarity bias, is when you assume that someone knows as much as you do about a given topic. As a result, what you communicate about that topic can mislead, confuse or bore general readers. 

As Chip & Dan Heath put it in Made to Stick: Why Some Ideas Survive and Others Die: 'Becoming an expert in something means that we become more and more fascinated by nuance and complexity. That's when the curse of knowledge kicks in, and we start to forget what it's like not to know what we know.'

Depending on your discipline or industry, here are 8 telltale signs:

1. Relying on jargon or specialist language.

2. Using a lot of abbreviations or acronyms

3. Not defining specialist vocabulary or concepts.

4. Skipping logical steps in explanations.

5. Making abstract claims without supporting them.

6. Moving quickly through key ideas because they’re 'obvious'.

7. Assuming knowledge by using expressions like ‘As we know’ or ‘Obviously’.

8. Adopting an overly formal tone.

Why does it happen?

If you usually write for an academic or business audience, industry-specific language is expected, so it's not surprising that many experts adopt this style when they write for general readers.

But here’s the thing: complexity doesn't always equal credibility with a general audience. They have different needs. They want to be educated and informed, not lectured in a language they don’t understand. If you lose them, they can’t implement your strategies or benefit from your expertise.

'Complexity doesn't always equal credibility.'

What if you don’t bridge the ‘knowledge’ gap?

If you continue to use industry-specific language, some dedicated experts may stay with you, but general readers won’t. You’ll only be serving a fraction of your market – the one that doesn’t really need your expertise.

In the end, the goal of your book is to reach as many people as possible. (I mean, who doesn’t want more eyeballs on their content?) If you use simpler vocabulary and provide relatable examples, both experts and non-experts will understand your message.

Another thing to consider is brand reputation. If readers find your content difficult, reviews may reflect this, and book sales (or website traffic) will take a hit. Remember, confused readers don’t always complain – they just stop reading.

'Confused readers don't always complain – they just stop reading.'

How to make your writing more reader-friendly

Luckily, there are several ways you can make your writing more accessible without oversimplifying your message. It all boils down to having a beginner’s mindset. In other words, putting yourself in the shoes of those who don’t have your expertise. Here are some tips:

• Define key terms early and naturally. Don’t assume people know what something means. Find a simpler way to say it or define terms when first mentioned. If appropriate, provide a glossary as well.

  
  

• Use analogies or brief examples. Bridge understanding by using stories or anecdotes to bring your concepts to life. They can be personal experiences, observations or hypotheticals. People find abstract concepts easier to grasp when they’re illustrated by real-life examples.

  
  

• Start broad, then deepen. Provide an overview of a topic and then narrow your focus. This provides context for people who are new to your industry or discipline.

  
  

• Simplify sentence structures and paragraphs. Make your sentences as readable as possible. Avoid wordiness, compound sentences or passive voice. Break up long paragraphs into shorter sections and add subheads to differentiate topics.  

  
  

• Use a conversational tone. Contrary to popular belief, a conversational tone builds trust. If appropriate, colloquialisms, first-person perspectives (using ‘you’ instead of ‘we’) and contractions can make your ideas more relatable and easier to read.

  
  

• Read it out loud. This is a trick many writers use to ensure their message is clear and error-free. If certain sentences leave you out of breath, shorten them. If acronyms become a mouthful, delete, minimise or define them. If a line doesn’t sound like something you’d say in real life, rephrase it so it does.

  
  

• Ask a non-expert reader to review it. Get a friend or non-expert to read a sample and tell you if anything is confusing. If you can’t get an unbiased opinion, approach an editor. They can flag anything that needs simplifying (among other things!), or provide structural recommendations to make your ideas accessible.

For more tips on how to make your non-fiction book reader-friendly, check out How to self-edit your non-fiction book.

Quick self-check questions

Here are some questions to ask yourself every time you write for a general audience:

1. Could a high school student follow this?

2. Have I defined key terms?

3. Have I minimised acronyms?

4. Are my sentences varied?

5. Do I use verbs more than abstract nouns?

6. Have I used examples or anecdotes to illustrate complex ideas?

7. Have I broken up the text into digestible chunks?

8. Am I lecturing or guiding?

9. Is the language overly formal or academic?

10. Does the text sound like something I’d say out loud?

Final thoughts: How to write for readers who aren’t experts

When you’re an expert in your field, familiarity bias can make it hard to simplify your ideas for a general audience. But having a beginner’s mindset – or remembering what it was like to be a student of the topic – can help you overcome this problem. Remember, the goal isn’t to prove what you know but to share it.

The best way to do this is to make your writing as engaging as possible: define key terms, weave in anecdotes, use layered explanations, adopt a conversational tone and simplify language. If you're still worried, ask a non-expert to give you feedback – and make adjustments accordingly.  

Will it feel like you’re oversimplifying the content? Maybe. But here’s a different way of looking at it: using simple language isn’t dumbing down – it’s making your ideas reader-friendly. By adopting a clear, conversational style, you'll reach a wider audience and make a bigger impact – which is the goal, right?

Need an editor to make your non-fiction book more accessible to non-experts – without oversimplifying your ideas? Check out my services or request a sample edit to get a feel for my style.