No one understands your work quite like you do.  What you consider common knowledge, your potential clients don't even know about - it is not on their radar.  And this is part of the curse of expertise.  What we think as experts is universally understood - it's not.  And what your potential clients don't understand, keep them from taking the next step from working with you.  In this episode, we talk about misconceptions and dispelling misconceptions as a core piece of your minimum viable marketing message. We also discuss: The curse of expertise and the barriers it creates in effectively communicating with potential clients The 2 types of misconceptions and their impact on potential clients. Examples of misconceptions in different businesses, including messaging, email automation, and coaching. The challenge of identifying misconceptions and the role of feedback from others in understanding them.