Neuroscience of memorable content
32
OF MEMORABLE CONTENT THE NEUROSCIENCE Dr. Carmen Simon, REXI MEDIA
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Transcript of Neuroscience of memorable content
OF MEMORABLE CONTENT THE NEUROSCIENCE
Dr. Carmen Simon, REXI MEDIA
IS YOUR INTELLIGENT CONTENT
FORGETTABLE CONTENT?
CUSTOMERS FORGET
UP TO 90% OF WHAT YOU PRESENT
ARE THEY THE RIGHT THINGS?
YOUR CUSTOMERS REMEMBER ONLY SOME THINGS
USE BRAIN SCIENCE TO CONTROL
WHAT YOUR CUSTOMERS REMEMBER
ACTION
Rexi MethodTM
DECISION MEMORY ATTENTION
WHAT WOULD YOU LIKE THEM TO
REMEMBER?
WHAT IS THE MOST IMPORTANT MESSAGE?
3 SUPPORTING POINTS
THE “10%”
WHAT IS
YOUR “10%”?
ACTION
Rexi MethodTM
DECISION MEMORY ATTENTION
DETERMINE THE “10%”
HABITUATION WHAT IS SOMETHING YOU’VE
HABITUATED TO IN YOUR OFFICE?
HABITUATION KILLS PRESENTATIONS
HABITUATION IS INFLUENCED BY 2 FACTORS
STIMULUS INTERNAL VARIATION Degree of change over time
SUBJECTIVE AROUSAL Perceived novelty and familiarity
after 2000 below 4s
SHORT SHOTS INCREASE VIEWER RESPONSE
1930s/1940s about 10s
Shot lengths have grown shorter
Shorter shots contain more motion AND movement
Motion and movement have increased significantly
MODERN AUDIENCES HAVE INCREASED THEIR THRESHOLD
FOR STIMULATION
CHANGE THE STIMULUS TO GET ATTENTION
Graphics Informal Dynamic Dialogue Stories Simplicity
FROM TO
Text Formal
Static Monologue
Facts Complexity
ARE YOU MAKING IT POSSIBLE FOR PEOPLE TO LOOK AWAY?
HOW OFTEN DO YOU PROVIDE A “CUT”?
USE CHANGE TO DRAW ATTENTION BUT KEEP YOUR “10%” CONSTANT
ACTION
Rexi MethodTM
DECISION MEMORY ATTENTION
CONTROL THE “10%”
Use frequent stimulus change to avoid habituation.
REWARD UNCERTAINTY ANTICIPATION
WHEN YOU KILL THE DOPAMINE, YOU KILL THE GOAL-ORIENTING BEHAVIOR
TEMPORARY PLEASURE
LONGER-LASTING PLEASURE
FORMULA FOR (WELCOMED) UNCERTAINTY
Each event can happen with equal probability
Any number of alternative events can occur
Sequence is unknown
HOW DO YOU PROVIDE THESE ELEMENTS IN YOUR MARKETING?
REWARD UNCERTAINTY ANTICIPATION + alternatives + suspense + discovery
Rexi MethodTM DETERMINE THE “10%”
• Provide a reward • Build anticipation • Include uncertainty (alternatives,
suspense, and discovery)
DECISION MEMORY ATTENTION
Increase the level of dopamine
ACTION
Use frequent stimulus change to avoid habituation.
NEUROSCIENCE PRINCIPLE Attention is a function of expectations.
Top athletes KNOW WHERE TO LOOK
IN WHAT WAYS HAVE YOU BECOME
PREDICTABLE?
LINK NEW CONTENT TO WHAT THEY
ALREADY KNOW
Rexi MethodTM CONTROL THE “10%”
Balance recognition + surprise
DECISION MEMORY ATTENTION
ACTION
• Provide a reward • Build anticipation • Include uncertainty (alternatives,
suspense, and discovery)
Increase the level of dopamine
Avoid habituation with frequent stimulus change.
Join us on December 4th, 2015 for a 1-Day workshop on
HOW TO USE BRAIN SCIENCE TO CREATE MEMORABLE CONTENT
Contact [email protected]
