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How to Make Messages Memorable

Want to be unforgettable? Start by dumping all but three or four key messages. An inconvenient truth that constrains the success of every spokesperson is the limited ability of the audience to remember. Humans do a lot of things well, and one of them is taking in urgently needed information about threats and opportunities. In order to take in and process that information, our brain is wired to immediately forget information that either isn’t clearly understood or isn’t perceived as important. Your audience isn't aware of this, but they are constantly assessing everything you tell them. If it isn't perceived as important, they are unlikely to remember what you want them to remember. If it takes work for them to understand, they are wired to let the information drift away. First, some background. Working memory, or short-term memory, is everything …