Review :

Impossible to Ignore: Creating Memorable Content to Influence Decisions by Carmen Simon was chosen by Soundview Executive Book Summaries as one of the Top Business Books of 2016.


Audiences forget up to 90 percent 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, Ph.D., reveals how to avoid the hazards of random recall and deliver just the right amount of content. In Impossible to Ignore, she shows you how to execute a proven three-step plan for persuasion: create cues that attract attention and connect with your audience's needs; use memory-influencing variables to control what your audience remembers; and turn today's intentions into tomorrow's actions.

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.

Soundview's in-depth, 15-minute Executive Summary of Impossible to Ignore is available here.

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