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BA
HOW TO GROW YOUR CAREER
BY INFLUENCING OTHERS
…HOPING THEY
REMEMBER YOU
AND ACT HERE
BA
YOU INTERACT WITH
A PERSON OR
COMPANY HERE
…HOPING THEY
REMEMBER YOU
AND ACT HERE
BA
YOU INTERACT WITH
A PERSON OR
COMPANY HERE
Like you
Hire you
Promote you
Recommend you
Buy your product
BA
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.
BA
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.
BA
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
BA
YOU 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
Available from Amazon

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Grow Your Career Through Memorable Influence

  • 1. BA HOW TO GROW YOUR CAREER BY INFLUENCING OTHERS
  • 2. …HOPING THEY REMEMBER YOU AND ACT HERE BA YOU INTERACT WITH A PERSON OR COMPANY HERE
  • 3. …HOPING THEY REMEMBER YOU AND ACT HERE BA YOU INTERACT WITH A PERSON OR COMPANY HERE Like you Hire you Promote you Recommend you Buy your product
  • 4. BA AS THE TIME IN BETWEEN VARIES, SO TOO MUST YOUR INFLUENCING TACTICS
  • 6. A INVITING YOUR BOSS FOR LUNCH B APPLYING FOR A NEW JOB B
  • 7. A INVITING YOUR BOSS FOR LUNCH B APPLYING FOR A NEW JOB B MAKING A $1M SALE B
  • 8. 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...
  • 9. To have a successful career, you must become a choreographer of delayed intentions.
  • 10. BA HOW WILL YOU REMAIN ON A PERSON’S MIND AT POINT B?
  • 11. HERE ARE 5 WAYS
  • 12. 1. CONTEXT Make your point in a context your audience fully understands.
  • 13. 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
  • 16. Link your skills to mental pictures that ignite the senses 2. SPECIFICITY
  • 17. The more brain areas you activate in someone’s mind, the more memorable you will be. SPECIFICITY
  • 18. 3. QUANTITY OF INFORMATION Share not too much, not too little, and avoid the predictable
  • 19. 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.
  • 20. 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.
  • 21. For example, after a sequence of items in color, a black-and-white one will be distinct. the new skills. DISTINCTIVENESS
  • 22. 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.
  • 23. ASSOCIATIONS Associations help us form memories and also shape the perspective we have of the world around us.
  • 24. 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.
  • 25. BA What associations will you enable others to bring to mind at Point B? What associations will work in your favor?
  • 26. …HOPING THEY REMEMBER YOU AND ACT HERE BA YOU 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
  • 27. 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 Available from Amazon