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04/21/2011 Pay Attention!


I found this on a blog last week and found it so inspiring I've taped this list up on my wall, and ordered the book.

I plan on presenting it to every client before every presentation I give or idea I share. What strikes me is how seldom marketing departments actual think about these things, let alone do them in their marketing. Imagine how much better marketing or advertising would be if we, ourselves, paid attention to this list.

[Cheers to the A List Apart blog, from which I'm lifting this section below]:

"In his book Brain Rules, John Medina identifies four significant characteristics of attention:

1. EMOTIONS GET OUR ATTENTION
Attention is most easily gripped by emotions, threats, and pleasures: ideas that challenge our deeply-held beliefs, images that shock or arouse us.

2. MEANING BEFORE DETAILS
We want to know why something is relevant to us. Only then will we be willing to spend the time it takes to understand the details of it. 

3. THE BRAIN CANNOT MULTITASK
The idea that multitasking is a myth seems to be well-established by now, although a decade ago it seemed like multitasking was the inevitable future of human consciousness. We are learning to work with, not against, our cognitive limitations. 

4. THE BRAIN NEEDS A BREAK
We believe in giving audiences freedom, even if it's the freedom to zone out or take a break from one part of a talk to focus on another part. That's how people learn."

 

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