In our role as a trainer or designers, you can influence your audience’s behavior with words, pictures, or a combination. But how do you know that the words and images you select are indeed influential?

In this session, Dr. Carmen Simon, a cognitive neuroscientist, shares tactical guidelines based on her neuroscience research. The research examines existing communication habits and reveals practical answers to relevant questions, such as:

• If you use the most current business jargon, does your message come across as smart and sophisticated or empty and insincere?
• What type of emotional words are most effective for persuasion, and how much emotional language is necessary to influence others?
• Is it worthwhile to share original images in your business presentations, or does the brain find comfort in the cliché?
• If you use one consistent theme across your business messages, does it make your communication coherent or boring?

Dr. Carmen Simon is a cognitive neuroscientist, Chief Science Officer at Corporate Visions, and founder of Enhancive, an agency that helps customers create memorable communication based on how the brain works. Her most popular books on customers’ attention and memory are called Impossible to Ignore and Made You Look.

Dr. Simon also teaches several courses at Stanford University on how to create messages on memory and decision science. After all, what’s the use of memory if people do nothing with it?