Impossible to Ignore
Creating Memorable Content to Influence Decisions
by Carmen Simon
Pub Date 13 May 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% 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.
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.
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 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. Read more at www.reximedia.com
“If you want to evangelize and enchant people, you must influence their memories. This book shows you how to do it.” ―Guy Kawasaki, bestselling author of Enchantment
“Carmen Simon has broken the mold by showing how to enhance memory for our good ideas―not just in ourselves but in others.” ―Robert Cialdini, bestselling author of Influence
“Residing memorably in others’ minds long enough for them to transform is how to change the world. Impossible to Ignore shows you how to do this in a well-researched and practical way.”
―Nancy Duarte, bestselling author of Resonate
“Your ideas matter. They matter a lot. You may have the greatest idea in the world, but if people can’t remember it, they won’t act on it. Carmen Simon has done a marvelous job of capturing the techniques that make your ideas stand out in a sea of information.”
―Carmine Gallo, bestselling author of Talk Like TED and The Presentation Secrets of Steve Jobs
“People can’t do what you want unless they remember what you want. This insightful book is an easy-to-follow instruction manual for getting attention, being memorable, and―let’s be honest―influencing others.”
―Bruce Kasanoff, LinkedIn influencer and author of How to Self-Promote without Being a Jerk
“This provocative book helps us to reconsider the way we craft our interactions with others in order to stay on their minds long enough to make a difference.”
―Francesca DeBiase, Chief Supply Chain and Sustainability Officer at McDonald’s Corporation
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