In a social media era, where our lives are dominated by technology and the constant flow of information. We are overly saturated with content, and much of it will barely be remembered. There are only a few entries that manage to capture readers’ attention, the remaining will just escape into the internet’s abysm.
Scientific brain and cognitive psychology research, which focuses on studying the various factors with direct impact that influences memories and information storage, has brought to the conclusion that nearly 90% of all information that reaches our brain is swiftly forgotten. As a natural adaptation, our brain must discern relevant and discardable information. Only those with relevance and memory connection remain. This is why the marketing department’s main role seeks to outstand and catch the user. Make its brand be remembered. So how to create memorable and catchy content for the long run?
Make use of your brain
Let me assure you, that at no point we are undermining your abilities, and although this might sound somehow itchy, this chapter just seeks to point out the importance of consciousness and realization of our brains functioning, capabilities and limitations. Extensive research over fields such as psychology, neuroscience and biology has proven (still more to discover) the main functioning of our minds, and such conclusions can, and are being successfully applied over different fields such as Marketing.
Memory is a signature mark that has accompanied humans through its history. Us and other species must rely on its brain abilities to remember certain references, points and events as a survival mechanism. For human ancestors, such as neardentals (homo-sapiens neanderthalensis), homo erectus or homo-habilis, memory has been a key, fundamental factor for survival and evolution, that and the ability to pinch over objects (we possess thumbs). Remembering places and routes was essential to collect food and avoid dangerous places, weather conditions and hazards overall. It is simply thanks to memory, primitive people managed to learn survival mechanisms that endured through history. Simple abilities such as food classification (poisonous and beneficial) allowed humans to pass on over generations and extend their lifespan. However, back in those days, people were entirely forced to rely and depend on memory. It was key to make it one more day
Even Though times have swiftly changed, and technology has invaded our lives, human memory continues to be one of the utmost important abilities both for evolution and survival. It influences the activities undertaken, allows you to make changes in your behavior, adopt different attitudes and outcast specific reactions.
What remains consciously stored in your brain also affects decisions, development, and improvement. Remembering experiences makes us better mentaly, spiritually and professionally. It is indeed an incredibly powerful tool with beyond potential and importance. If you, as a marketer or copywriter, manage to stick and be remembered by your niche target, you will definitely have considerable greater chances to succeed.
When is content remembered?
Content that focuses the reader’s attention on its words and keeps the brain active through the entire text is easily remembered and associated with some emotions.
This is why we usually won’t remember what we eat for breakfast on a middle Tuesday, but we will remember it if on such a day we lost something deeply important (a loved one). Memory carefully classifies acquired information and selects to remember only specific ones. Such biological design takes place to prevent brain overload.
Memory selection forms part of the overall natural biological design for survival. The human brain is programmed to forget irrelevant data to allow the proper development of memory and functional capabilities. As a result, content that is deemed irrelevant or useless will almost immediately be discarded. Understanding the mechanism that underlies this selection process is the first step towards memorable-useful content.
First of all, and as you have deduced by now, only those memories and pieces of information that truly arise emotions, intrigues the readers, or hold their attention in any form, will consciously and selectively remain, and consequently influences the user’s upcoming behaviors. Moreover, there is no chance that we will remember content that does not bring any attractive sensitive reward (amusement, terror) or knowledge.
Get attention so that they will remember you
The first step in creating memorable content is to get the reader’s attention and keep it.
Although it might sound simple at first, gaining attention requires a great deal of work to stand out from the crowd and effectively deliver the message to the user, who’s been constantly bombarded and attacked by hundreds of other offers. This makes it much harder to gain their attention. How to deal with this?
Graduate change throughout time
The secret to keeping the reader’s attention is to outsmart their habits Therefore include within your creation structure all sorts of surprising elements.
If you have built a specific scheme while creating the content, then, to some extent, your readers have gotten used to it. If you maintain it as it is, and never introduce any sort of changes, your audience’s brain and memory will quickly start divagating, losing focus over your words and lowering the chances of being remembered. This is simply how human habit works. It makes the brain predictable to what is about to happen and it switches off from perception. Again, this is necessary for security and self-preservation reasons – you get protected against the burden of excessive and useless-classified knowledge and information.
The brain’s continual decision-making process
The human brain is constantly deciding what to focus on, what to ignore and what to forget. If there is no conscious try to attempt to keep the audience’s attention, your content will be swiftly ignored. And as mentioned above, maintaining such attention is possible through the element of surprise, that is, outsmarting and ticking habits.
To avoid falling into this unconscious trap, you need to gradually change over time. Introduce some changes to the words, phrases, and structures within the content you post to keep the audience’s attention, and if you happen to have lost it, diverge your energy, strategy, and time to lift it up as fast as possible. When you make changes and the content varies, the brain gets an energy boost of curiosity making the audience’s attention spike and follow the text.
Bare to remember the world has submerged within a technological-communication revolution, and every aspect of it changes incredibly fast. Therefore, keeping up with someone’s attention gets harder and harder and the only way to do so is to introduce changes just as quickly.
But how to apply this knowledge in practice? An example would be photos posted on blog posts. You should also consider using video and GIFs, and publishing graphics, audio files, and other similar material. You need to constantly provide the brain with stimulation and opportunities for systematic work.
Start memory processes
Memorization takes place on two levels – conscious and unconscious. It is the same when recalling.
Active and conscious information storage occurs when a person tries to actively learn something new. Just think about when you tried to learn a new favorite lyric song by heart. Memory structures and neural connections that were created in order to preserve the given content were built as a result of constant repetition associations of the data.
Unconscious memorization occurs when a person encounters interesting and stimulating material. When such material causes readers to focus all their attention, keeping it the right lever and preventing the brain from cutting off
When creating content for websites, you should aim for an unconscious-passive memorization approach. Therefore, changes need to be applied seeking to keep the brain active, and the memory process running unconsciously. Only then is possible to obtain an active and conscious information-recollection of events, details, and content read.
As I mentioned, remembering can be conscious and active, as well as unconscious.
Conscious information recollection can be seen as your memory for a specific piece of data. An example of it can be wondering “where did I put my car keys?” or “who is the author of the last book I read?”
Unconscious information recalling consists of the swift, thoughtless retrieval of permanent and fairly stable associations from memory.
Whose logo has a bitten apple? You don’t need to think long about that. What company adopted three black stripes as a hallmark? no further questions needed.
The purpose of creating unforgettable content is to evoke such associations. Intuitively and immediately. Thanks to this phenomenon, when the user remembers attributes about a given type of product or service, they will immediately recall and associate this with your brand, blog, or name.
For such things to work, and as mentioned several times above, you need to stimulate the recipient’s memory. You have to make them remember it as it were but within a supposed effortless process.
The combination of the known and the new
The most approachable and efficient way to stimulate this biological and unconscious memory behavior is by mixing up known events and experiences with new information and feelings. Combining the previous with the upcoming maintains the recipient’s brain and memory on constant work. thereby influencing the creation of neural connections that will evoke your brand to be remembered
Why such a mixture?
By providing the brain with something familiar, you are positively inducing and balancing its chemical composition (dopamines). Thanks to this, it feels safe, comfortable, and relaxed, and these are, indeed, perfect conditions for learning!
Are there any specific movies that keep thrilling you even after watching it over and over again? or perhaps a book you like to come back to when feeling lost? This is due to the comfort and warmness of its sensations. there we come back to a point of strong feelings, for one or another reason. It tight us back and roots it to the beginning. Thereafter our brain likes to return to such familiar pleasant memories.
But remember that your brain gets bored
However, and as mentioned in the previous paragraph, the brain can get quickly bored when surrounded by familiar situations and known events. It starts to shut down its activity. Throw in new, thrilling, and exciting experiences, which they don’t expect at all. Their brain activity will naturally increase once again, and readers will consciously perceive the content and thus, actively remember it.
In other words: familiar experiences provide the readers with learning comfort and a sense of security. It gives a dose of excitement and stimulation, which in consequence maintains the brain’s in an active state. Combine known with unknown and your content will definitely be remembered!
Give me a reward
When anyone spends a considerable amount of personal time on something, it hopes in return some sort of gaining or reward – it may be a fair amount of reliable knowledge or perhaps a lift up in the spirit. Your readers’ brains count and expect the same. What can you offer to it?
Note: Dopamine is a hormone that helps maintain positive brain stimulation within all people. It makes it active and receptive without any feeling of exhaustion. Is simply pleasant. Keep this in mind while creating and delivering mind-blowing content.
You can trigger up users’ dopamine levels by providing something awesome, thrilling, and truly enjoyable.
Several approaches throughout the text of articles such as adding humor, visual objects, gratification, knowledge, or emotions can switch on dopamine levels. Bare to remember that sensations, experiences, and emotions are an extremely powerful approach to fight for readers’ attention and effectively captivate their interest and stick our brand/name in their memory
An effective article, intended to attract and maintain attention must trigger up such chemical compositions in the reader’s brain (dopamine). Such an approach enables and increases the chances for users’ return and long-term relations which consequently increases the chances for you to settle different business approaches and monetize the page evenly.
How to trigger-up dopamines levels.
A simple pattern yet quite useful: Expectation- Uncertainty – Reward
Creating anticipation, within the beginning or briefing of your articles, allows you to slowly start increasing dopamine levels. However, it’s important that such expectations are related to something exciting. When we wait for such things, dopamine begins to release even before we experience them.
When you include elements of Uncertainty or unpredictability, the reader’s brain begins to anticipate an upcoming benefit which naturally increases expectations and satisfaction. If the reader can anticipate something exciting will come further, the brain associate such an idea with a reward. Furthermore, strong feelings of uncertainty – How much longer I have to read? Is there any reward at all?) – increases the expectations levels and pleasure to get what was promised.
If you manage to include reward-expectation elements mixed up within a layer of uncertainty, you’ll definitely activate a considerable level of dopamine among readers. They will now easily remember you.
The reward is the ultimate finish-line price you readers deserve. They made it throughout your words and now is their turn to repay their time and effort and keep up to the premises. Rember that as in life, your word is your bond, especially in a digital world, therefore keep to it.
Change the type of reward you offer in each of your texts. Within the variety is where users can find nest, satisfaction, and guidance. Bare to remember none of these rewards are meant to be in a physical object manner, but in experiences and knowledge. Such approaches guarantee a constant and high-balanced dopamine level each time they visit your site. Intuitively, dopamine will be released in your target niche every time they will visit your site, as such behavior will be associated with learning, pleasure, and satisfaction.
When you want to create memorable content that will attract and maintain the audience’s attention, remember to carefully mix content and forms, old and new, known and unknown. Such an approach keeps your readers’ brains attentive and active. Therefore, your content and ideas will make easily make their way into your audience’s long-term memory.
Also, make sure to trigger and deliver constant and positive dopamine levels, which are responsible for the brain’s satisfaction and pleasure (rewards). Such content structure and strategy will ensure a long-lasting and trusted audience-author relationship that will actively come back for more.