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Carmen Simon - Impossible to Ignore: Creating Memorable Content to Influence Decisions

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Impossible to Ignore: Creating Memorable Content to Influence Decisions: summary, description and annotation

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A groundbreaking approach to creating memorable messages that are easy to process, hard to forget, and impossible to ignoreusing the latest in brain science

Audiences 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 influenceother peoples 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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Impossible to Ignore: Creating Memorable Content to Influence Decisions — read online for free the complete book (whole text) full work

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PRAISE FOR

IMPOSSIBLE TO IGNORE

This is the book marketers have been waiting forand it couldnt come at a better time. With the massive focus on technologys role in marketing, we cant forget what drives people to make decisions. Dr. Simons insights remind us that choice is a reaction to stimuli. As marketers, we need to think about whats most important to us, what we want consumers to do, and to really be intentional about the stimuli were showing them!

KEVIN LINDSAY, Director of Product Marketing at Adobe

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 audiences memories to chance is a skill of the future and an important premise of this book.

RONA STARR, Director of Supplier Workplace Accountability at McDonalds Corporation

This book will help you leverage Dr. Simons 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

Today, 53 percent of clients base their decisions on the sales experience. Carmen provides memorable insights on how you can differentiate yourself from your competition and make you stand out. This is a must-read in todays 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 content countby 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 VAN ZELM, Vice President of Audience Strategy at Merkle

Selling is about getting people to buy. The more we stay in their memory, the easier it is for them to decide. Carmen Simon explains how we can make our content quickly memorableand that sells!

JACK DALY, author of Hyper Sales Growth

True leadership is impossible without influencing other peoples memory.

CHARLENE LI, Founder and Principal Analyst, Altimeter, and New York Times bestselling author of Open Leadership

Our agency spends every day building and delivering experiences that are impactful and memorable. Dr. Simon reveals a breakthrough approach to influencing other peoples 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. Simons 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

Copyright 2016 by Carmen Simon PhD All rights reserved Except as permitted - photo 1

Copyright 2016 by Carmen Simon, PhD. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a data base or retrieval system, without the prior written permission of the publisher.

ISBN: 978-1-25-958414-5
MHID: 1-25-958414-3

The material in this eBook also appears in the print version of this title: ISBN: 978-1-25-958413-8, MHID: 1-25-958413-5.

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All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps.

McGraw-Hill Education eBooks are available at special quantity discounts to use as premiums and sales promotions or for use in corporate training programs. To contact a representative, please visit the Contact Us page at www.mhprofessional.com.

TERMS OF USE

This is a copyrighted work and McGraw-Hill Education and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill Educations prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited. Your right to use the work may be terminated if you fail to comply with these terms.

THE WORK IS PROVIDED AS IS. McGRAW-HILL EDUCATION AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. McGraw-Hill Education and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill Education nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill Education has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill Education and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise.

To your memory

CONTENTS
ACKNOWLEDGMENTS

I am grateful to the following people who did not forget to help me when I needed it most: Caesar Simon, James Luyrika Sewagudde Jr., David Hill, Evelyn Lee, Mike Lee, Tom Hogan, David Nason, Hartly Nason, Colleen Donovan, Jim Morris, Elana Morris, Paula Pedrosa, Jennifer Parkinson, Mike Parkinson, Rick Altman, Paul Clothier, Amy Nason, Iris Varga, Ron Berndt, Danielle Daly, Dwight Larue, Livia Teixeira, Bruce Kasanoff, Scott Adams, Leah van Zelm, Joni Galvo, Marioara Taran, Holly Gilthorpe, Constantin Taran, Kevin Lindsay, Casey Ebro, Jann Basso, Erich Gerber, David Evans, Cindy Turner, Chelsie Park, David DeVisser, Chad Sweazey, Shri Nandan, Mary Ann Sabo, Iriny Amerssonis, Elaine Parrish, Bill Besselman, Nicolas Rivollet, Diana Andone, Thomas Been, Josipa Caran Safradin, Bob van Duuren, Mitchell Levy, Steve Gleave, Ernie Simon, Jack Daly, Mark McDaniel, Chris Taylor, Jeff Cristee, David Purdie, Hugo A. St. John III, James Lani, Mark McDaniel, Pablo Teixeira, Tom Lewis, Lucian Bure, Marina Demant, Rob Nachum, Ashok Kanjamala, Gabriella Giamundo, Patricia Simon, Mark Damiano, Hoang Luxius, Adele Revella, Rogerio Chequer, Kasey Morris, and Patricia Wallenburg.

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