Impossible to Ignore: Creating Memorable Content to Influence Decisions

CHAPTER 3

CONTROL WHAT YOUR AUDIENCE REMEMBERS

Practical Ways to Avoid the Hazards of Random Memory

So far, we have noted that it is practical to approach memory from a future perspective for three reasons: (1) the brain is constantly on fast-forward to stay adaptive, (2) we look to the future to extract value for our present actions, and (3) when we communicate at Point A, we aspire for others to remember and act in the future at Point B. Prospective memory, which means remembering to act on an intention in the future, includes noticing cues, searching memories, and executing on intentions. If we have prepared an audience for these three steps at Point A, we increase the likelihood of action at Point B.

When we want to influence others’ memory, ...