Courses

Effective communication motivates an audience. When you communicate, you want your audience to be engaged in the moment and to take action later. But what influences their decisions? The answer is simple yet complex: memory. People base their decisions on what they remember, but research shows that audiences forget 90 percent of what is shared after two days. So how can they act on what you say if they don’t remember it? This course leverages research in neuroscience and decision-making to answer these questions. Through exercises, lectures, and discussions, you will learn best practices to make your content—whether a sales pitch, marketing message, training materials, or technical data—more memorable and actionable. You will create an optimal “10 percent message” that the brain finds rewarding, is easily remembered, and links to desired actions. You will also discover how to influence memory precisely, utilize decision drivers that enhance long-term retention, and apply a five-step persuasive template to spark action.