Impossible to Ignore: Creating Memorable Content to Influence Decisions https://www.mheducation.com/cover-images/Jpeg_400-high/1259584135.jpeg 1 9781259584138 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.
Impossible to Ignore: Creating Memorable Content to Influence Decisions

Impossible to Ignore: Creating Memorable Content to Influence Decisions

1st Edition
By Carmen Simon
ISBN10: 1259584135
ISBN13: 9781259584138
Copyright: 2016
09781259584138

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ISBN10: 1259584135 | ISBN13: 9781259584138

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Program Details

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