How to Craft a Memorable Message, According to Science

In this Harvard Business Review article, neuroscientist Charan Ranganath, Ph.D., calls upon his years of research on memory to describe how you can make your messaging more memorable and, therefore, more effective.

In summary:

▶️ Tie or “chunk” together the points you want to convey under a single umbrella of an idea before elaborating with details. A sentence that explicitly summarizes your message is much easier for the audience to remember.

▶️ The human brain loves visual information. Making abstract concepts more concrete by using metaphors, tying them to vivid imagery or, where applicable, including actual images, increases memory retention.

▶️ Utilize callbacks, in which you reference information mentioned earlier to aid in retention of said information. Using phrases like, “As we discussed earlier…” activates the brain circuitry involved in forming new memories and helps to connect your current topic with a previous one.

▶️ Pose compelling questions to spark curiosity and tug at your audience's inherent need to fill a knowledge gap. The right question can cause a spike in dopamine which, among other things, enhances the brain’s ability to form new memories.

When crafting science content rife with abstract concepts, these tools are especially critical to keep top of mind to ensure that your audience stays engaged and that your messaging truly sticks.