Impossible to Ignore: Creating Memorable Content to Influence Decisions
- 4h 21m
- Carmen Simon
- McGraw-Hill
- 2016
A groundbreaking approach to creating memorable messages that are easy to process, hard to forget, and impossible to ignore—using the latest in brain science
Audiences forget up to 90 percent of what you communicate. But people make decisions and act based on what they remember, so a pragmatic approach for the effective communicator is to be deliberate about the 10 percent that audiences do retain. Otherwise, content recall is random and inconsistent.
Many experts have offered techniques on how to improve your own memory, but not how to influence other people’s memory. Drawing on the latest research in neuroscience and cognitive psychology, Impossible to Ignore is a practical step-by-step guide that will show you how to control the 10 percent that your audiences do remember by creating content that attracts attention, sharpens recall, and guides decision-making toward a desired action.
About the Author
Carmen Simon, PhD is changing how the world communicates. A cognitive scientist, she has helped some of the world’s most visible brands craft memorable messages by focusing on how the brain works. Carmen is the cofounder of Rexi Media, a presentation design and training company. She holds doctorates in both instructional technology and cognitive psychology, and is a recognized expert in presentation design, delivery, and audience engagement. Her sought-after keynote speeches unveil science-based techniques for getting others to see your way, remember your way, and go your way.
In this Book
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Memory is a Means to an End—Why Memory Matters in Decision-Making
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A Business Approach to Memory—Three Steps to Influence Memory and Decisions
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Control What Your Audience Remembers—Practical Ways to Avoid the Hazards of Random Memory
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Made You Look—How Cues Pave the Way to Action
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The Paradox of Surprise—The Price We Pay for Extra Attention, Time, and Engagement
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Sweet Anticipation—How to Build Excitement for What Happens Next
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What Makes a Message Repeatable?—Techniques to Convince others to Repeat Your Words
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Become Memorable with Distinction—How to Stay on People's Minds Long Enough to Spark Action
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“I Write This Sitting in the Kitchen Sink”—The Science of Retrieving Memories Through Stories
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How Much Content is Too Much?—How to Handle Content Sacrifice
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How Does the Brain Decide?—The Neurobiology and Neuroeconomics of Choice
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The Right to Be Forgotten and the Intent to Be Remembered—How to Balance Accidental and Purposeful Forgetting
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Checklist for Memorable Content
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References
