To capture attention, you need to understand how the brain works

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.”

Creating Emotional Connections

Emotion is the fast lane to the brain.

Visuals play a crucial role in grabbing attention and aiding memory retention. 	•	Humans process visuals faster than text.	•	Effective visuals can convey complex information quickly.	•	Consistent use of visuals creates a memorable brand. “Visuals are processed 60,000 times faster than text.”

The Power of Visuals

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.”

Engaging Multiple Senses

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.”

Call to Action

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.”

Repetition & Memory

Visuals are processed 60,000 times faster than text.

The brain craves novelty to stay engaged.

Contrast directs the eye and mind to what’s important

Engaging multiple senses creates a richer experience.”

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.”

The Role of Curiosity

Simon delves into how our brains are wired to pay attention, emphasizing that understanding this can help capture and hold an audience’s focus. 	•	Attention is a limited resource.	•	Novelty and relevance are key triggers.	•	Engage multiple senses to maintain interest. “To capture attention, you need to understand how the brain works.”

The Neuroscience of Attention

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.”

The Importance of Novelty

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.”

The Impact of Contrast

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.”

Clarity & Simplicity

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.”

Storytelling Techniques

Curiosity is the spark that ignites attention

Repetition is the mother of memory.

Captivate and engage your audience by understanding the neuroscience behind attention and memory with Carmen Simon’s “Made You Look.”

A full-color, image-packed guide to developing highly persuasive content that attracts more customers than ever—all based on the latest brain science There’s an overlooked but critical scientific fact that every marketing profession needs to know: Many decisions start with attention, and it’s your job to grab the attention of every prospective customer as effectively as possible. But in this increasingly fast-paced, busy, and noisy world, how do you capture people’s attention, much less persuade them? To answer this question, cognitive neuroscientist Carmen Simon leverages insights gleaned from her use of advanced technologies to study where people look, for how long, what type of attention leads to memories, and what keeps the brain coming back for more, to determine the effectiveness of sales pitches, marketing materials, corporate presentations, training videos, and other business content. In Made You Look, Simon presents her four-part framework for effectively attracting the attention of customers and impacting their buying decision: • Automatic triggers: capture audience attention with the physical properties of an external stimulus • Guided action: guide your audience toward their internal thoughts and prompt them to focus on something rewarding • Introspection: orient their attention internally toward something they consider rewarding • Visual search: direct their attention externally toward what they consider rewarding Each section of Made You Look provides detailed guidelines you can use in your communication materials immediately. Attract attention and, as a result, influence memory and decisions with Made You Look, and lead your company to the top of your industry.

Understand yourself and those around you.

CARMEN SIMON

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