How to avoid the Expert Trap

I recently conducted media training with subject matter experts who faced a perennial challenge: how to convey complex ideas simply and succinctly.

Many were caught in the Expert Trap: smart people wanting to share their knowledge or explain a concept in detail.

Even one or two of their own colleagues found their eyes glazing over!

The problem is that lots of detail doesn’t work in media interviews.

Nor does it work in most other settings, from panel discussions to short form video content.

Sharing too much information will blunt your impact

One single idea, emphasised repeatedly and illustrated with real-life examples, will do far more to cut through than a lengthy analysis or a ton of data.

Especially in a media interview when your best quote can be edited down to just a few seconds.

Media training is a powerful tool for refining key messages.

We don’t write the way we speak, and the discipline of facing repeated questioning will quickly tell you where you need to reduce and simplify your language.

Just adding more words is never the answer.

Do your subject matter experts talk too much?

Book them in for media training.