Impossible to Ignore: Creating Memorable Content to Influence Decisions
1st Edition
Published on 3. June 2016
256 pages
978-1-259-58414-5 (ISBN)
Available for download
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 scienceAudiences 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.
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Book
05/2016
McGraw-Hill Education
€26.50
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Content
- Cover
- Title Page
- Copyright Page
- Dedication
- Contents
- Acknowledgments
- Author's Note
- Chapter 1 Memory Is a Means to an End
- Chapter 2 A Business Approach to Memory
- Chapter 3 Control What Your Audience Remembers
- Chapter 4 Made You Look
- Chapter 5 The Paradox of Surprise
- Chapter 6 Sweet Anticipation
- Chapter 7 What Makes a Message Repeatable?
- Chapter 8 Become Memorable with Distinction
- Chapter 9 "I write this sitting in the kitchen sink"
- Chapter 10 How Much Content Is Too Much?
- Chapter 11 How Does the Brain Decide?
- Chapter 12 The Right to Be Forgotten and the Intent to Be Remembered
- Checklist for Memorable Content
- References
- Index
- About the Author
