Published work
Explore books that turn neuroscience into practical tools for memorable communication and meaningful results.
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, PhD, 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:
- Create cues to attract your
audience’s attention - Use memory-influencing variables to
control what people remember - 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.
Most business content fails not because it’s wrong but because it gets ignored. Made You Look reveals how to design messages that draw attention early, guide it where you want it to go, and hold it long enough to influence decisions. Based on primary neuroscience research, this book offers a four-part framework you can apply to sales materials, marketing assets, training content, and executive communication.
The four attention paths you will learn how to use:
Automatic Triggers Capture attention with the physical properties of a stimulus—color, contrast, motion, sound.
Guided Action Prompt your audience to focus by directing their internal thoughts toward something rewarding.
Introspection Encourage people to reflect inwardly—to dwell on what matters to them, and connect it to your message.
Visual Search Use design and structure to guide external attention—so they look where it matters most.
