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Impossible to Ignore: Creating Memorable Content to Influence Decisions Hardcover – Illustrated, May 11, 2016
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From the Publisher
From the Back Cover
"If you want to evangelize and enchant people, you must influence their memories. This book shows you how to do it."
―Guy Kawasaki, bestselling author of Enchantment
--Robert Cialdini, bestselling author of Influence
"Residing memorably in others' minds long enough for them to transform is how to change the world. Impossible to Ignore shows you how to do this in a well-researched and practical way."
--Nancy Duarte, bestselling author of Resonate
"Your ideas matter. They matter a lot. You may have the greatest idea in the world, but if people can't remember it, they won't act on it. Carmen Simon has done a marvelous job of capturing the techniques that make your ideas stand out in a sea of information."
--Carmine Gallo, bestselling author of Talk Like TED and The Presentation Secrets of Steve Jobs
--Francesca DeBiase, Chief Supply Chain and Sustainability Officer at McDonald's Corporation "People can't do what you want unless they remember what you want. This insightful book is an easy-to-follow instruction manual for getting attention, being memorable, and--let's be honest--influencing others."
--Bruce Kasanoff, LinkedIn influencer and author of How to Self-Promote without Being a Jerk "This book will help you leverage Dr. Simon's brain science techniques to make your content and training not only more memorable but also more actionable."
--Jeff Cristee, VP of Global Sales Training at Cisco
"It does not matter how much our audiences forget; what matters is that we impact the little they remember. Ensuring we do not leave our audience's memories to chance is a skill of the future and an important premise of this book."
--Rona Starr, Director of Supplier Workplace Accountability at McDonald's Corporation
"This is the book marketers have been waiting for--and it couldn't come at a better time. With the massive focus on technology's role in marketing, we can't forget what drives people to make decisions. Dr. Simon's insights remind us that choice is a reaction to stimuli. As marketers, we need to think about what's most important to us, what we want consumers to do, and to really be intentional about the stimuli we're showing them!"
--Kevin Lindsay, Director of Product Marketing at Adobe
"Today, 53 percent of clients base their decision on the sales experience. Carmen provides memorable insights on how you can differentiate yourself from your competition that will make you stand out. This is a must-read in today's highly competitive market!"
--Eli Boushy, Director of Sales Operations-Central at Xerox Canada, Ltd.
"Rewire how your audience thinks and behaves. Carmen shows us how to make your speech count--by deliberately leading your audience to remember, and then to act."
--Jeremiah Owyang, CEO of Crowd Companies
"With more and more presentations delivered remotely or online, it is increasingly critical to 'get it right.' Impossible to Ignore provides proven techniques to ensure your presentations, whether in person or online, are impossible to forget."
--Malcolm Lotzof, CEO of Inxpo
--Leah VanZelm, Vice President of Audience Strategy at Merkle
"Our agency spends every day building and delivering experiences that are impactful and memorable. Dr. Simon reveals a breakthrough approach to influencing other people's memories of the future as a way to shape their behavior. Impossible to Ignore will become an essential part of our strategic planning process."
--Chris Meyer, CEO, George P Johnson Experience Marketing
--Rex R. Parris, Mayor, Lancaster, California
- Item Weight : 1.21 pounds
- Hardcover : 288 pages
- ISBN-10 : 1259584135
- ISBN-13 : 978-1259584138
- Product Dimensions : 6.5 x 1 x 9.3 inches
- Publisher : McGraw-Hill Education; 1st Edition (May 11, 2016)
- Language: : English
- Best Sellers Rank: #71,342 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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There is some value here.
That said, one gets the impression that the author has never had to actually SELL for a living (especially in an entrepreneurial or straight commission environment) and mostly consults Ivy League MBAs at big brands who likewise do not really sell for a living either, but have to deliver pleasing power point presentations.
The tone is cold and academic.
There is a lot of interesting miscellaneous information here, but a collection of scientific studies and theories about neurology and evolutionary psychology is no substitute for a street education in marketing and advertising.
If you are a presenter of any kind, if you're in sales, or if you are routinely faced with the task of convincing people of something and having them take concrete action, then this is one of the BEST books I've ever come across. (BTW, persuasion guru and all-around-smart-guy, Scott Adams is the one who I first heard about the book from).
HOW I FOUND IT, and WHY I LIKED IT IMMEDIATELY
Based on Scott Adams' effusive recommendation I knew I would like the book. I ordered the hard copy so I could easily flip back and forth.
After reading two chapters I decided to start furiously underlining, which I avoid with hard copy books because I feel like I'm defacing the book. I didn't care because (1) I'll buy another one later, and (2) the book became a learning tool and I intended to get the most out of it.
The book has excellent end-of-chapter summaries, but I still like underlining as I go. Oh, and I'm also writing separate notes by hand. And I'll transfer those notes over to a separate notebook, because I want to make sure to assimilate as much of this insanely valuable information as possible.
Why am I going to all this trouble? Because I intend to restructure ALL of my presentations to incorporate as many of the amazing tips as possible.
I've learned a lot about the psychology & tactics of marketing (specifically "direct marketing") and this book confirms many of the things I've learned. But it also adds some helpful nuance.
Most importantly, it's provides a clear framework for tying together a lot of (what until I read this book seemed like) disparate teachings related to cognition principles and practical psychology (especially related to sales and persuasion). The biggest insight comes when you finally take full stock of how difficult it is to get people to remember things, and then act on your recommendations.
THE BIGGEST VALUE
The biggest value, though, is the clarity of presentation—especially the concrete everyday examples, chapter summaries, and the end-of-book master checklist. I appreciated the author's offer to send me a PDF copy of the checklist, and I emailed her and she graciously sent it to me quickly and with a nice short note.
Dr. Simon carefully explains the science and research behind each technique along with providing real life examples of how to use them in your own presentations (or other visual communication projects). Unlike many of the books that talk about using neuroscience to influence an audience, Impossible to Ignore discusses the actual research projects that it relies on and the author is a cognitive scientist who is qualified to evaluate and explain the research.
I expect that I will return to the ideas presented in this book often when I am working on presentations and other projects. I see it as a desk reference and not just a book to put on the shelf with the many other presentation books that I have read once and not opened again.
Top reviews from other countries
This book shows you how you can influence what your audience remembers, at a time and place you want them to remember it. I cannot emphasis enough how powerful the knowledge in this book is. Simply brilliant.