Made You Look: How to Use Brain Science to Attract Attention and Persuade Others

by Mike Hunter

There’s an overlooked but critical scientific fact that every marketing professional needs to know: Many decisions start with attention, and it’s their job to grab the attention of every prospective customer as effectively as possible. But in this increasingly fast-paced, busy and noisy world, the question is how to capture people’s attention, much less persuade them. To answer this question, cognitive neuroscientist Carmen Simon leverages insights gleaned from her use of advanced technologies to study where people look, for how long, what type of attention leads to memories, and what keeps the brain coming back for more, to determine the effectiveness of sales pitches, marketing materials, corporate presentations, training videos and other business content. In Made You Look, Simon presents her four-part framework for effectively attracting the attention of customers and impacting their buying decision.