Impossible to Ignore: Creating Memorable Content to Influence Decisions

A groundbreaking approach to creating memorable messages that are easy to process, hard to forget, and impossible to ignore-using 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 h...