Putting information in "buckets" helps customers absorb your message
Which of these two number sequences would be easier for you to memorize? 73 28 199 850 or (732) 819-9850?
Most people find it easier to remember the second sequence. Here's why: you may have lots to say - and your audience can remember much of it - but your content must sit for a time in short-term memory to be encoded. And short-term memory has a very limited capacity.
Studies have shown that short-term memory holds more when we group a flurry of details into fewer "chunks." You can take advantage of this by dividing your presentation into three or four key topics or "buckets." Then make it clear that your first set of facts goes into the first bucket, the second set goes into the next bucket, etc.
In a print piece, you'll use subheads to clearly indicate each bucket. In a video or PowerPoint, you might use transition scenes or title slides. Because short-term memory is the limiting factor, grouping content into clearly labeled "chunks" makes your message easier to remember.
Just for Fun
Online shopping, bill paying, and e-mail
As boldly envisioned in 1967 (1:57 min.) Wife shops. Husband shakes his head and pays. It was the 60s, after all.
In a Word
"Learning" implies effort
"At our webinar, you'll learn how organizations like yours are dramatically reducing their operating costs." That's okay. But learning requires effort, which can make this offer less appealing.
Better to use verbs that suggest the effortless intake of information. "Hear how organizations like yours have dramatically reduced their operating costs. See the dramatic gains they have achieved."
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.