Talha Mumtaz ✔️'s Key Ideas from Made You Look: How to Use Brain Science to Attract Attention and Persuade Others
by Carmen Simon

Emotions are powerful drivers of attention and memory.

• Emotional content is more likely to be remembered.

• Stories and imagery can evoke strong emotions.

• Personalize messages to resonate emotionally.

“Emotion is the fast lane to the brain.”

Novelty captures attention because our brains are wired to notice new and different stimuli.

• Introduce unexpected elements.

• Avoid predictability to keep the audience engaged.

• Surprise enhances memory retention.

“The brain craves novelty to stay engaged.”

Repetition helps reinforce memories, making it a crucial tool in communication.

• Repeat key messages to enhance retention.

• Use varied formats to maintain interest.

• Space repetition over time for better recall.

“Repetition is the mother of memory.”

Clear and simple messages are easier to understand and remember.

• Avoid jargon and complex language.

• Focus on one main idea per message.

• Simplified content reduces cognitive load.

“Simplicity is the ultimate sophistication.”

Curiosity drives engagement by creating a desire to learn more.

• Pose intriguing questions.

• Create a sense of mystery or suspense.

• Reveal information gradually to keep interest alive.

“Curiosity is the spark that ignites attention.”

Contrast highlights important elements, making them stand out and easier to remember.

• Use contrasting colors and fonts.

• Highlight key points to draw attention.

• Contrast creates a visual hierarchy.

“Contrast directs the eye and mind to what’s important.”

Engaging multiple senses can enhance attention and memory.

• Use visuals, audio, and tactile elements.

• Multisensory experiences are more memorable.

• Integrate sensory cues consistently.

“Engaging multiple senses creates a richer experience.”

Stories are naturally engaging and memorable due to their structure and emotional appeal.

• Use a clear beginning, middle, and end.

• Incorporate relatable characters and situations.

• Stories help simplify complex information.

“Stories stick because they are how we naturally make sense of the world.”

Clear calls to action guide the audience on what to do next, ensuring the message leads to desired outcomes.

• Be specific about what you want the audience to do.

• Make calls to action visible and compelling.

• Reinforce the benefits of taking action.

“A clear call to action turns attention into action.”