BA

HOW TO GROW YOUR CAREER BY INFLUENCING OTHERS

…HOPING THEY REMEMBER YOU AND ACT HERE

BAYOU INTERACT WITH

A PERSON OR COMPANY HERE

…HOPING THEY REMEMBER YOU AND ACT HERE

BAYOU INTERACT WITH

A PERSON OR COMPANY HERE

Like you

Hire you

Promote you

Recommend you

Buy your product

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AS THE TIME IN BETWEEN VARIES, SO TOO MUST YOUR

INFLUENCING TACTICS

A

INVITING YOUR BOSS FOR LUNCH

B

A

INVITING YOUR BOSS FOR LUNCH

B

APPLYING FOR A NEW JOB

B

A

INVITING YOUR BOSS FOR LUNCH

B

APPLYING FOR A NEW JOB

B

MAKING A $1M SALE

B

A

INVITING YOUR BOSS FOR LUNCH

B

APPLYING FOR A NEW JOB

B

MAKING A $1M SALE

B

Email

Social media and personal communications

Presentations, white papers, posts, testimonials, face-to-face conversations...

To have a successful career, you must become a choreographer of

delayed intentions.

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HOW WILL YOU REMAIN ON A PERSON’S MIND AT POINT B?

HERE ARE 5 WAYS

1. CONTEXT Make your point in a context your audience fully understands.

Context helps with recall because it provides cues that trigger memories at Point B.

For example, if you want to teach the importance of an athletic stance in skiing, you might ask your students about how they stand in a sport they know best. A familiar and frequent context will later cue the memory of the new skills.

CONTEXT

FORGETTABLE

FORGETTABLE

MEMORABLE

Link your skills to mental pictures that ignite the senses

2. SPECIFICITY

The more brain areas you activate in someone’s mind, the more memorable you will be.

SPECIFICITY

3. QUANTITY OF INFORMATION Share not too much, not too little, and avoid the predictable

QUANTITY OF INFORMATION

Too little, and you appear superficial. Too much, and you bore others. Match your offerings to the needs of your audience… one size does not fit all.

4. DISTINCTIVENESS Forgetting often happens because of interference: too many stimuli are like other stimuli. Do what no one else does and you can impact what others will remember.

For example, after a sequence of items in color, a black-and-white one will be distinct. the new skills.

DISTINCTIVENESS

5. ASSOCIATIONS Memory is based on associations: one thing reminds you of another. For example, if you grew up with a friendly dog, you associate that with “pets are good.” If the opposite happened, the associations are different.

ASSOCIATIONS

Associations help us form memories and also shape the perspective we have of the world around us.

ASSOCIATIONS We build associations based on similarity (a red apple will remind you of someone’s red lips) or based on contiguity: things we frequently experience together. For example, if you always have chocolate and coffee together, having one first will prompt the memory of the other.

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What associations will you enable others to bring to mind at Point B? What associations will work in your

favor?

…HOPING THEY REMEMBER YOU AND ACT HERE

BAYOU INTERACT WITH

A PERSON OR COMPANY HERE

Context: use environmental cues that can trigger memories of you

Specificity: ignite more senses to build more memory traces

Quantity: share not too much, not too little, and avoid the predictable

Distinctiveness: deviate from a pattern others expect

Associations: create links between important pieces of information

HOW TO GROW YOUR CAREER BY INFLUENCING OTHERS

CREDITS

BRUCE KASANOFF Author, How to Self-Promote without Being a Jerk www.Kasanoff.com

CARMEN SIMON The science of memorable content www.reximedia.com

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