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

 

Takeaways

1. Know your audience

2. Connect to their needs/habits/goals

3. Tell Story

end.

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