GNZY
A new gen digital marketing agency aimed to help businesses stand out to gen z and millennial audiences.
The Verbatim Effect describes a tendency for people to recall the overall gist of information rather than its specific details. Essentially, people are inclined to remember the general message or abstract concept of the information rather than its exact wording or intricate particulars.
Our brains have a limited capacity for information it can store in a given moment. When we’re given a piece of information, it switches into efficiency mode whereby it simplifies and categorises the details.
For instance, when reading a blog post about the benefits of meditation, the text may look something like this:
“A wealth of scientific research indicates that incorporating mindfulness meditation into your daily routine, even for as little as 10 minutes, can yield remarkable benefits for both mental and physical well-being. Studies have consistently demonstrated reductions in cortisol levels, the body's primary stress hormone, alongside improvements in emotional regulation, cognitive function, and even immune system functioning.”
However, people who read this blog may recall the gist of information in a simplified form, such as:
“Meditating for as little as 10 minutes a day can lower cortisol, improve emotional control, enhance cognitive abilities, and boost the immune system”
Well, considering this effect and the fact that peoples’ attention spans are reducing more so than ever, we may need to rethink our content. Such as, how we can produce content that engages and helps our audience retain the message without overwhelming them with exhaustive details.
By focusing on conveying the message in a concise and memorable manner, we can ensure that our marketing efforts leave a lasting impression on our audience.
How should you layout your information/content?
• Focus on the core message: Instead of bombarding your audience with too much information, prioritise communicating the core message or main benefit of the product or service. In simplifying the communication and highlighting the overarching idea, you can increase the likelihood of message retention.
• Storytelling: Develop compelling narratives or stories that encapsulate the essence of the information you want to give. This helps you resonate with audiences on an emotional level which further helps with message retention.
• Use analogies and metaphors: Analogies and metaphors can help simplify complex concepts and make them more relatable to the audience. Comparing the information to familiar experiences or objects, you can facilitate understanding and increase the likelihood of the message being remembered in its gist rather than its exact details.
• Use visual aids: Incorporate visual aids such as diagrams, charts, or illustrations where possible to supplement verbal or written communication. Visuals can help reinforce the core message and make it easier for the audience to grasp the overarching idea.
• Strategic repetition: Strategically repeat key messages or themes across various marketing channels can reinforce memory retention. By consistently reinforcing the core message in different contexts, you can increase the likelihood of message recall amongst your audience.
• Simplify communication: Avoid jargon, technical language, or unnecessary complexity in your communications. Instead, focus on clear and concise messaging that conveys the information in a straightforward manner, making it easier for your audience to remember the gist of the information.
The Verbatim Effect sheds light on a fundamental aspect of human cognition that influences how we process and retain information. In understanding this phenomenon and its implications, we can utilise strategies that can help us engage and resonate with our audience while leaving our messages clear in their minds.
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