Overview

There's an overlooked but critical scientific fact that every marketing professional 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. Each section of the book 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.

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Carmen Simon, PhD, is a cognitive neuroscientist and the chief science officer at Corporate Visions, where she has helped the world's most visible brands create memorable and actionable content using brain science. Dr. Simon holds doctorates in both instructional technology and cognitive psychology, and is a recognized expert in presentation design, delivery, and audience engagement. She teaches at Stanford University and speaks frequently to corporate audiences about crafting communication that is not only memorable but sparks action. Ann Richardson was raised in the Midwest, where she was active in drama and singing. Her varied work experience has lent itself well to narration, as she's no stranger to the terminology used in wildlife management, veterinary medicine, pharmacy, education, and the automotive industry. A devoted volunteer for Learning Ally (formerly Recording For the Blind and Dyslexic), she has narrated numerous audiobooks in a wide variety of genres.

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