Impossible to Ignore: Creating Memorable Content to Influence Decisions by Carmen Simon

In her book “Impossible to Ignore: Creating Memorable Content to Influence Decisions,” Carmen Simon breaks down the science-backed methodologies behind creating content that is impossible to ignore. Crafted through experience with leading industry experts and psychology, the book reveals how to make content stand out from the crowd and engage people to take action.

Simon starts the book by identifying the core principles of content success: memorable, heartfelt, relevant, and actionable. Later in the book, she explains the neurobiology behind these features and how to incorporate them into content. Neurobiology is the study of the nervous system and its relationship to decision-making, making this an important part of creating content to influence decisions. By seeing how the brain works, readers can gain a deeper understanding of the best practices behind creating powerful and memorable content.

Simon dives deeper into how to craft compelling content and messaging, such as using the unique power of story. Stories can evoke emotion and provide readers with a way to connect. She also provides helpful tips on creating structure and purpose for stories, such as crafting powerful cliffhangers and ending with a deeper takeaway. Additionally, she explains the anatomies and features of a story, such as its ending, conflict resolution, and core message.

Simon also dives into the neuroscience of visual content, emphasizing its crucial role in memory. She explains how visuals drive the memory system in the brain, and how to use this to captivate and engage readers. She provides helpful advice on incorporating visuals into the story, such as using metaphors and incorporating color and texture. She explains the basics of graphic design, such as picking the right font and using contrast to draw attention.

Simon also dives deep into crafting content that resonates and how to increase the speed and amount of content consumed. She outlines useful tips on how to create a sense of urgency, such as using the power of curiosity to hook readers. Additionally, she explains the importance of using tools such as videos and interactive media to create a breeze for the reader.

Finally, she explains the necessity of testing content to ensure its effectiveness. This chapter explains the importance of testing with the right metrics, and provides useful advice on techniques such as A/B testing.

Overall, Simon's book is an invaluable resource for anyone looking to create content to influence decisions. It breaks down the neuroscience of creating impactful stories, visuals, and media, providing readers with the tools needed to create powerful and memorable content. By understanding the science behind creating impactful stories and visuals, readers can become better equipped to craft content that engages and influences decisions.