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