IN PRINT

The most important ingredient to business success is to influence other people’s memory

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, Ph.D, 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 to attract your audience’s attention
2. Use memory-influencing variables to control what people remember
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.