Full Description
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% of what you communicate. How can your employees and customers decide to act on your message if they only remember a tenth of it? How do you know which tenth they'll remember? How will you stay on their minds long enough to spark the action you need?
Many experts have offered techniques on how to improve your own memory, but not how to influence other people's memory—and impact their decisions. Drawing on the latest research in neuroscience and cognitive psychology, Carmen Simon, PhD, reveals how to avoid the hazards of random recall and deliver just the right amount of content. No more redundant meetings, rambling e-mails, or anemic presentations. In Impossible to Ignore, she shows you how to execute a proven three-step plan for persuasion:
1. Create cues that attract attention and connect with your audience's needs
2. Use memory-influencing variables to control what your audience remembers
3. Turn today's intentions into tomorrow's actions
This practical guide is filled with case studies, examples, and a checklist to help you put the power of cognitive science to work for your business. Whether you're giving a presentation, conducting a meeting, delivering training, making a sales pitch, or creating a marketing campaign, these field-tested techniques will help you develop content that speaks to people's hearts, stays in their heads, and influences their decisions. It's not just memorable—it's Impossible to Ignore.
Contents
CHAPTER 1: MEMORY IS A MEANS TO AN END
Why memory matters in decision-making
CHAPTER 2: A BUSINESS APPROACH TO MEMORY
Three steps to influence memory and decisions
CHAPTER 3: CONTROL WHAT YOUR AUDIENCE REMEMBERS
Practical ways to avoid the hazards of random memory
CHAPTER 4: MADE YOU LOOK
How cues pave the way to action
CHAPTER 5: THE PARADOX OF SURPRISE
The price we pay for extra attention, time, and engagement
CHAPTER 6: SWEET ANTICIPATION
How to build excitement for what happens next
CHAPTER 7: WHAT MAKES A MESSAGE REPEATABLE?
Techniques to convince others to share your words
CHAPTER 8: BECOME MEMORABLE WITH DISTINCTION
How to stay on people's minds long enough to spark action
CHAPTER 9: MEMORABLE STORYTELLING
The science of retrieving memories
CHAPTER 10: HOW MUCH CONTENT IS TOO MUCH?
How to handle content sacrifice
CHAPTER 11: HOW DOES THE BRAIN DECIDE?
The neurobiology and neuroeconomics of choice8
CHAPTER 12: THE RIGHT TO BE FORGOTTEN AND THE INTENT TO BE REMEMBERED
How to balance accidental and purposeful forgetting
