How to Create Memorable Advertising that Hacks the Hippocampus

Some experts suggest each of us is exposed to 5,000 bits of advertising each day… from logos on your jeans to two-minute infomercials. Among the clutter, how does your message stand out? This is perhaps the single biggest challenge of advertisers today.

According to a recent article by Memory Layer, all incoming “sensory information gets vetted by a particular area of the brain called the hippocampus. Information that has the most value to the brain is retained while everything else runs the risk of being forgotten.” This would lead you to believe that all you have to do is create a message that your target audience values and your message will be memorable. However, hacking the hippocampus isn’t quite that simple.

But Memory Layer doesn’t leave us hanging. I’ve paraphrased its three-layer process they call the Memory Layer Blueprint in which each layer works together to constitute your memorable message:

–       Like a powerful play, the goal of a great ad is to deliver Message Clarity, a clear and captivating message: What is the message you want your audience to remember?

–       The Principles are the actors whose job it is to convey the message: Does your message have weight and work in harmony with your brand, product or service? Does it entangle or engage the target audience? Does it leverage attention?

–       The Tactics are everything else that supports the actors in the delivery of the message: the costumes, lighting, props, sets and sound. Does your message utilize sensory strategies to tap into one of the four brain functions: survival, emotions, expectations or linking?

I knew that creating memorable messages was more than just banging out a script, but now we have a definitive tool to create campaigns for clients that can break through the clutter, be memorable and drive results.

Want to know more about how the hippocampus works? Visit Memory Layer.

By Jane Olvera Quebe
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