B2B or B2C: The Only 10% That Matters in Marketing & Sales
Your audience forgets 90% of what you say within 48 hours. Neuroscientist Dr. Carmen Simon says that's not the problem. The problem is that most people have no control over which 10% survives.
Howie Chan sits down with Carmen to break down the neuroscience of memory. Carmen reveals how memory actually forms in the brain, why the brain is not getting lazier (and attention span is NOT getting shorter), and how the most persuasive B2B and B2C communicators build messages that close deals and survive long after the conversation ends.
You'll learn how to clarify and repeat your 10% message, how to prime your audience before landing your key idea, how to trigger memory retrieval through environmental cues—and why complexity, not simplicity, keeps audiences engaged longer.
Chapters:
00:00:00 Why 90% of Your Message Disappears After 48 Hours
00:06:11 How Memory Forms, Consolidates, and Gets Retrieved
00:08:24 The Priming Effect: Getting Brains Ready to Remember
00:19:11 Cognitive Ease: Understanding Supporting Points
00:27:45 How to Capture Attention
00:35:44 Faces in Ads: Good Idea?
00:44:43 Carmen's Journey to a Double PhD
00:47:34 Having Chemistry with Your Message
00:55:34 How Memory Influences Decisions
00:59:21 Pivoting Your Brand Without Losing Your Audience
From Dr. Carmen Simon:
Mentioned in this video:
Apple Intelligence Advert: https://www.youtube.com/watch?v=a6RX9kJ01Kw
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The #1 podcast on applied influence psychology. Each episode, Howie Chan, a veteran brand and behavior strategist sits down with world experts and practitioners to uncover the hidden psychology that helps you influence yourself (mastering your mindset, habits, and decisions) and get buy-in from others (your team, clients, and audiences.) Together, we turn science into playbooks you can apply to lead, persuade, and create extraordinary success.
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