Impossible to Ignore

  • by Carmen Simon
  • Narrated by Barbara Hawkins-Scott
  • 8 hrs and 28 mins
  • Unabridged Audiobook

Publisher's Summary

A groundbreaking approach to creating memorable messages that are easy to process, hard to forget, and impossible to ignore - using the latest in brain science.
Audiences forget up to 90% of what you communicate. How can your employees and customers decide to act on your message if they only remember a 10th of it? How do you know which 10th they'll remember? How will you stay on their minds long enough to spark the action you need?
Many experts have offered techniques on how to improve your own memory, but not how to influence other people's memory - and impact their decisions. Drawing on the latest research in neuroscience and cognitive psychology, Carmen Simon, PhD, reveals how to avoid the hazards of random recall and deliver just the right amount of content. No more redundant meetings, rambling emails, or anemic presentations. In Impossible to Ignore, she shows you how to execute a proven three-step plan for persuasion:
1. Create cues that attract attention and connect with your audience's needs
2. Use memory-influencing variables to control what your audience remembers
3. Turn today's intentions into tomorrow's actions
This practical guide is filled with case studies, examples, and a checklist to help you put the power of cognitive science to work for your business. Whether you're giving a presentation, conducting a meeting, delivering training, making a sales pitch, or creating a marketing campaign, these field-tested techniques will help you develop content that speaks to people's hearts, stays in their heads, and influences their decisions. It's not just memorable - it's Impossible to Ignore.


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Customer Reviews

Most Helpful


If you could sum up Impossible to Ignore in three words, what would they be?

This is the One book in the universe to reveal the most powerful method to influencing prospective memories and retrospect memories!

What other book might you compare Impossible to Ignore to and why?


Which scene was your favorite?

Cue's retrieve memories execute action techniques!

Was this a book you wanted to listen to all in one sitting?


Any additional comments?

I found this book is very very interesting informative and practical, to influencing memories and action, and i never found any books in this department.thank you author CARMEN SIMON.

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- titus

Amazing Content - Better in hard copy

Would you consider the audio edition of Impossible to Ignore to be better than the print version?

Impossible to ignore was fantastic but extremely difficult to follow with audio only. There were several lists that I wished I had notes on, and I couldn't take notes because I listen to ebooks while I drive. Overall the content was excellent - it would just be easier to take in visually rather than audibly.

What was one of the most memorable moments of Impossible to Ignore?

I specifically liked the concept of queue/triggers. As a marketer, we're always trying to figure out how to make our clients' messages more powerful. The idea of setting triggers to cause the prospect to recall the service is super powerful It seems obvious after the fact - doing it consciously is another story.

What aspect of Barbara Hawkins-Scott’s performance would you have changed?

The energy level just didn't resonate with me. I'd occasionally find myself drifting off into thought and losing focus on the content. I had to rewind many times to rehear parts that I zoned out listening to. Not a problem I usually have.

What’s an idea from the book that you will remember?

As i mentioned before, the queues. There are lots of good concepts for marketing though. It really helps bring awareness to the various ways ads can be used to really connect with prospects.

Any additional comments?

I'd definitely recommend setting aside time to listen to this audiobook in a place with few distractions where you can take notes. This book is loaded with great content. I recommend it either way.

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- B. Waddill

Book Details

  • Release Date: 10-28-2016
  • Publisher: McGraw-Hill Education