Tuesday, July 05, 2016

Impossible to Ignore

I read a great book by Carmen Simon, PhD called Impossible to Ignore - Creating Memorable Content to Influence Decisions.

Of course I love marketing and SEO.   Simon is a Cognitive Scientist.  I am not smart enough to know exactly what that is but she writes scientifically (which I love) with proper research.  Much of the approach to me echoes what a psychologist would do.

Some examples she speaks about:

1 - Using the power of surprise to get attention.

2 - Using cues and tying to emotion.

3 - Creating distinctiveness.

4 - Of course creating memorability.  I enjoy the many funny beer ads.  You can search them on Youtube.  But after watching a few, I am not sure which company is advertising so they may make me remember the ad but not the beer which was the real purpose.  Take for instance this one.

5 - Visuals can work in both getting attention and in creating memory.  I am thinking of using this in some Danby freezer promotion.  Have a picture of an old freezer and a stream of money flowing from it down a drain next to a new one with perhaps a penny.

Simon has the advantage of hindsight.  It is always easy to see what great Content worked.  As I read the book I am thinking what can I do and the answers do not always flow as easily.

One challenging thought she has is we should not always be succinct.  (challenging for me anyways since I always preach about the power of brevity)

From the book:

Short feels good but it is not always memorable.

If we aim for gist memory, the standards of length are looser.  We can get away with more content. as long as at least one main message is clear and we draw attention to it often.  And if the content is complex, we don't need to sacrifice all the complexity; we just need to ensure that we return frequently to that one main message we would like our audience to retain.

Good book - I enjoyed it.

I had a great long weekend with family.  My brother posted this picture of himself with my granddaughter on facebook.  Such shameless posting - just for likes.


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