Love them or hate them. If you produce Help videos you need them.
Without them, there’s no Help content that builds customer loyalty.
Without them, the Hero, Hub, Help model is incomplete.
Without them … actually do you sometimes feel you could do without them?
Because it feels like a battle to get what you need from them?
Why experts struggle to give the information creative teams need
Let’s cut to the chase.
Experts are all cursed. Cursed by what they know. A curious phenomenon of the brain makes it hard to explain their subject. And the information dumps, befuddling detail and alien theories are all symptoms of this curse. The Curse of Knowledge.
It’s why experts struggle to articulate the core ideas and information that i) an audience need to get it and ii) creative teams need to work with.
(You can read a detailed explanation of the Curse of Knowledge in this article.)
Create workable scripts
The good news is there are ways to beat the Curse of Knowledge. So experts provide the information you need. You limit the toing and froing between experts and the creative team. Costs don’t rise. Clients get great value for money. And the creative team can focus on being creative.
To do this you need to work with experts before they write anything down. You need to coach them to beat the Curse of Knowledge symptoms that result in unworkable scripts. Scripts which are too long, too complex, too abstract and that miss out the details you need to understand.
Find out how to work with experts to avoid problem scripts here.