Impossible to Ignore: Creating Memorable Content to Influence Decisions

Impossible to Ignore: Creating Memorable Content to Influence Decisions

by Carmen Simon


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Product Details

ISBN-13: 9781259584138
Publisher: McGraw-Hill Professional Publishing
Publication date: 05/11/2016
Pages: 288
Sales rank: 235,482
Product dimensions: 6.00(w) x 9.10(h) x 1.20(d)

About the Author

Carmen Simon, PhD, is changing how the world communicates. A cognitive scientist, she has helped America’s most visible brands craft memorable messages by focusing on how the brain works. Carmen is the cofounder of Memzy, 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.

Table of Contents

Acknowledgments vii

Author's Note ix

Chapter 1 Memory Is a Means to an End: Why Memory Matters in Decision-Making 1

Chapter 2 A Business Approach to Memory: Three Steps to Influence Memory and Decisions 17

Chapter 3 Control What Your Audience Remembers: Practical Ways to Avoid the Hazards of Random Memory 35

Chapter 4 Made You Look: How Cues Pave the Way to Action 51

Chapter 5 The Paradox of Surprise: The Price We Pay for Extra Attention, Time, and Engagement 71

Chapter 6 Sweet Anticipation: How to Build Excitement for What Happens Next 89

Chapter 7 What Makes a Message Repeatable? Techniques to Convince Others to Repeat Your Words 113

Chapter 8 Become Memorable With Distinction: How to Stay on People's Minds Long Enough to Spark Action 133

Chapter 9 "I Write This Sitting in the Kitchen Sink": The Science of Retrieving Memories Through Stories 149

Chapter 10 How Much Content is Too Much? How to Handle Content Sacrifice 193

Chapter 11 How Does the Brain Decide? The Neurobiology and Neuroeconomics of Choice 203

Chapter 12 The Right to Be Forgotten and the Intent to Be Remembered: How to Balance Accidental and Purposeful Forgetting 235

Checklist for Memorable Content 241

References 249

Index 263

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