Hiya!

85% of what you say will be forgotten within 24 hours. 😱

Why?

Because the brain isn’t a storage unit—it’s a filter.

And if you don’t structure your message the right way?

Poof. Your message disappears into the great beyond.

Sucks, right?

You nailed every key point.

People nodded, took notes, even said,

"Great insights!"

But, an hour or two later those brilliant insights are gone? Ugh. 😓

Not because they weren't listening. They were!

But because they’ve got a lot going on. They’re human. So your message didn't stick.

How do I know this is true? Ummmm, personal experience.

Just yesterday, I spent hours filling in a framework for a new project. The whole time feeling . . . why do I feel like I’ve done this before?

Cut to me searching every notebook, iPad, note-taking app I have. Yep, I’d already done it.

Grrrr. 🤯

What can I say. I’ve just got too much in my head at any given time.

And so does your audience.

Great messaging isn't just about saying the right things. That's where most people stop. The real magic happens when you structure your ideas in a way that makes them impossible to forget.

Your brain is a very sophisticated filter.

Every second, your brain processes approximately 11 million bits of sensory information. Yet your conscious mind can only handle about 50 bits per second.

That means your brain isn't making casual choices about what to remember – it's frantically triaging information.

And while you can't control their brain's filtering process, you can control something powerful…..

How you structure your message to match the way their brain naturally remembers things.

Every unforgettable message has three key ingredients:

• The Hook → Captures attention instantly (if you read my newsletter last week, you learned about the BLUF technique).
• The Core → Makes your idea impossible to ignore
• The Reinforcement → Locks it into memory

This is my 3-Layer Message Method. Kinda like a cake—only better for you. It’s not just a communication technique—it’s a brain-friendly framework designed to work with these natural cognitive processes, not against them.

Layer 1: The Hook

The first battle isn’t convincing your audience.

It’s getting them to pay attention in the first place.

The average person's attention span is now "shorter than a goldfish's."

↳ Here’s what’s funny about that stat. It’s been largely debunked! It’s a myth. It’s BS. But . . .

It’s memorable!

Goldfish: 9 seconds. Humans: 8 seconds. Your window to hook someone: 3-7 seconds.

Most messages lose before they even begin, not because they’re weak, but because they fail to capture interest.

And once someone tunes out, it doesn’t matter how strong the rest of your message is. Their brain has already moved on.

A great hook doesn't just get attention.

It shocks the brain into paying attention.

Here's how:

• Disrupt Expectations → Your brain ignores the predictable but snaps to attention at surprises. Start with something counterintuitive. ("Everything you know about productivity is making you less productive.”)
• Create Curiosity Gaps → The brain hates unfinished patterns. It's like an itch it has to scratch. Open a loop that needs closing. ("There's a single word that top performers use 40% more often than everyone else. And it's not what you think.”)
• Trigger Emotion → If it feels important, the brain makes it important. The brain prioritizes anything that might affect survival or success. Make it personal and high-stakes. ("We're leaving $2M on the table every month because of this one strategic blind spot.”)
• Use Vivid Language → Concrete words create mental pictures. And what the brain sees, it remembers. (”Every angry customer email is a ticking time bomb in your inbox.”)

Without a strong hook, your message never even gets a chance.

Layer 2: The Core

This is where most messages crash and burn. 🔥

Because people assume: More information = More persuasive.

Nope. The brain doesn’t remember more.

It remembers what matters. In other words, it filters!

Which means your core message needs to be:

• Simple → One clear point beats five competing ideas. Research shows people can hold 3-4 chunks of information in working memory. Any more than that and retention drops off a cliff.
• Concrete → Replace abstract concepts with tangible examples. The brain remembers things it can see, feel, or imagine.
• Urgent → If it doesn't feel pressing, it won't feel worth remembering. The brain tags urgent information as "critical for survival.”

Core Message Frameworks That Work:

👉 The "Before → After → Bridge"

Before: Here's your pain point

After: Here's what's possible

Bridge: Here's how we get there

👉 The "Problem → Solution → Proof"

Problem: What's broken

Solution: How to fix it

Proof: Why it works

👉 The "What → So What → Now What"

What: The situation

So What: Why it matters

Now What: The action step

By the way, just tell ChatGPT you want to create your message according to one of these frameworks and it will probably automagically help you. But remember: Garbage in. → Garbage out.

Frame your message so the brain says: "This is important. Keep this one."

A strong core message doesn’t just make sense.

It makes people feel like they need to remember it.

That’s what makes persuasion effortless.

Layer 3: The Reinforcement

Even if your message is understood, that doesn't mean it's remembered.

(Think about how many times you've re-Googled the same thing because you forgot it five minutes after reading it.)

Memory isn't about hearing something once.

It's about reinforcing it in a way that makes it impossible to forget.

Even great insights fade without proper reinforcement. Here's how to make your message permanent:

1.) Repeat Without Being Repetitive → Echo your key point in fresh ways.

💡 Use the Power of Three: Tell them what you're going to tell them. Tell them. Tell them what you told them.

2.) Emphasize the Last Thing They Hear → The brain clings to endings more than beginnings. (i.e. Remember this if nothing else: [core message]”)

3.) Create a Mental Shortcut → Use analogies, metaphors, or comparisons that make recall effortless. (“Our AI tool helps automate repetitive tasks” → "It’s like having a digital assistant that works 24/7.")

People don’t remember entire conversations.

They remember the one thing that hit them hard.

You can explain things perfectly.

You can make total sense.

You can have people nodding along like they get it.

But if your message isn’t built to stick, it disappears.

Because the brain isn’t a storage unit, it’s a filter. (Yep, you’ve heard this 3 times).

And if you don’t structure your message for how the brain remembers, it doesn’t matter how good your ideas are.

So plan your soundbite.

Now, here’s your putting-it-into-practice challenge:

1.) Take one important message you’re working on right now—an email, a pitch, a presentation.

2.) Practice your hook. Think about it this way: If I could deliver only one sentence to my audience, what would it be?

3.) Ask yourself: Would this actually stick in someone’s brain a day from now?

If the answer is no—you know what to do.

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