Knowledge is a wonderful thing - except when you are writing for non-experts. 

Have you ever read an article that sounded fascinating in theory and then you've been so bamboozled by the jargon, over-complicated descriptions and industry specific vocabulary that you stopped reading? It makes you feel inadequate, right? Like you're not bright enough to understand such a complex subject?

The problem in these cases can often be attributed to the author, if they are not writing for the specific audience they are aiming their article at. 

When writing for a non-expert audience (and in business marketing, this is most of the time) you need to consider a few key points. 

•  What does the audience already know? 
• What do they need to know about the topic in question? 
• What can you leave out?

The more knowledgeable you are the harder these questions are to answer. But, as an example, there is little point peppering your text with jargon (DPLs, NIBs, Splash) if the audience has no idea what they mean, so you need to carefully evaluate to what extent you need to expand, explain or simplify. 

Essentially the curse of knowledge is not being able to remember or even imagine not knowing the information you have. For example, imagine not knowing the song Happy Birthday. But, there was a time when you were taught this song by somebody. 

Not being able to remember not knowing,  can be a massive problem when writing for your business. 

If you 'forget' that your audience may not understand industry jargon you may instantly isolate them. 

In the first scene of Channel 4's IT Crowd we have a wonderful example of this. 

Roy answers the phone with, "Have you tried turning it off and on again?" -  nice and simple for the audience he is speaking to.  Whereas Moss asks, "Have you tried forcing an unexpected reboot?" - it's not surprising the hapless user hangs up on Moss. They have no idea what he means. 

So, what is the answer to this curse? The main answer is to consider your audience carefully, and then evaluate the language you are using and whether it is industry specific or not. If you're not sure ask someone - your husband, wife, or best friend; "would you know what SSL is?" If they don't know and they are in your target audience then consider an explanation or removing the jargon. 

Alternatively, you could send any finished blogs/articles to me with an idea of who it's aimed at and I can highlight those bits which don't make sense for that audience or could do with clarifying and rewrite them in an easy to understand way.

This curse is not terminal it just needs a bit of careful management.