Impossible to Ignore: Creating Memorable Content to Influence Decisions
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Impossible to Ignore: Creating Memorable Content to Influence Decisions

3.85 (351 ratings by Goodreads)
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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.
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Product details

  • Hardback | 288 pages
  • 165 x 236 x 25mm | 549g
  • OH, United States
  • English
  • 45 Illustrations, unspecified
  • 1259584135
  • 9781259584138
  • 69,381

Back cover copy

"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 "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 "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 book will help you leverage Dr. Simon's brain science techniques to make your content and training not only more memorable but also more actionable."
--Jeff Cristee, VP of Global Sales Training at Cisco

"It does not matter how much our audiences forget; what matters is that we impact the little they remember. Ensuring we do not leave our audience's memories to chance is a skill of the future and an important premise of this book."
--Rona Starr, Director of Supplier Workplace Accountability at McDonald's Corporation

"This is the book marketers have been waiting for--and it couldn't come at a better time. With the massive focus on technology's role in marketing, we can't forget what drives people to make decisions. Dr. Simon's insights remind us that choice is a reaction to stimuli. As marketers, we need to think about what's most important to us, what we want consumers to do, and to really be intentional about the stimuli we're showing them!"
--Kevin Lindsay, Director of Product Marketing at Adobe

"Today, 53 percent of clients base their decision on the sales experience. Carmen provides memorable insights on how you can differentiate yourself from your competition that will make you stand out. This is a must-read in today's highly competitive market!"
--Eli Boushy, Director of Sales Operations-Central at Xerox Canada, Ltd.

"Rewire how your audience thinks and behaves. Carmen shows us how to make your speech count--by deliberately leading your audience to remember, and then to act."
--Jeremiah Owyang, CEO of Crowd Companies

"With more and more presentations delivered remotely or online, it is increasingly critical to 'get it right.' Impossible to Ignore provides proven techniques to ensure your presentations, whether in person or online, are impossible to forget."
--Malcolm Lotzof, CEO of Inxpo "Anyone in marketing should understand the brain science of attention, memory, and decision-making. Impossible to Ignore describes complex concepts in a very engaging manner and offers practical examples to help translate psychological principles into application."
--Leah VanZelm, Vice President of Audience Strategy at Merkle

"Our agency spends every day building and delivering experiences that are impactful and memorable. Dr. Simon reveals a breakthrough approach to influencing other people's memories of the future as a way to shape their behavior. Impossible to Ignore will become an essential part of our strategic planning process."
--Chris Meyer, CEO, George P Johnson Experience Marketing "It is important to dream big about resolving important issues: climate change, alternative energy, boosting the economy. And in that process, others must remember your dreams. Big dreams are never accomplished solo. Dr. Simon's book points to the benefits of social memory: it is only when others remember us that we impact important issues and become impossible to ignore.
--Rex R. Parris, Mayor, Lancaster, California
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Table of 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
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About Carmen Simon

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.
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Rating details

351 ratings
3.85 out of 5 stars
5 30% (106)
4 36% (125)
3 25% (87)
2 8% (27)
1 2% (6)
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