Impossible to Ignore
FYI
Content = img, blog post, infographics, podcast episode, social media post, video, book
The problem
Number of content published
Our capacity
Years
The key to cutting through the noise?
Being memorable
People act on what they remember, not what they forget
reflexes
habits
goals
People are always paying attention to something.
Are you where they’re habitually looking?
Memory, emotions, and motivation
are impacted by
the presence, absence, or termination of rewarding or punishing stimuli.
To earn attention we need to link our message to human need.
1
Notices cues that are linked to his intentions
2
Searches his memory for sg related to those cues and intentions
3
If rewarding enough: action
effort-time-risk-social
Dopamine increases the likelihood of taking action.
Spread it, MOM! SPREAD IT!!!
How to convince others to repeat your words...
1. Portable
Quotes
2. Timeless
3. Simple syntax
4. Tied to goals
5. Aspirational
Just do it!
6. Social currency
Become memorable with distinction
Everyone is special, which means no one is.
Easier to remember things that are distinct.
How?
Emphasize distinctiveness - contrast is a shortcut to thinking and decision making
1. Observe similarity in your field
2. Select a property and increase its distinctiveness
3. Profit
Retreiving memories
Memorable storytelling
Perceptive
Cognitive
Emotional
Context
Cues
Distinctiveness
Emotion
Facts
Familiarity
Motivation
Novelty
Quantity of information
Relevance
Repetition
Self-generated content
Sensory intensity
Social aspects
Surprise