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Digital content and changing buyer preferences continue to push the role of marketing further down the sales funnel. It’s no longer enough to drive awareness or interest—you are now in the business of influencing buying decisions. But how do you influence those decisions with your marketing?

People act on what they remember, not what they forget. So, if you want your marketing content to inspire action, it must be memorable. This article dives into new scientific research that shows you how to make your content impossible to ignore.

Everyone recognizes the value of storytelling in business. But most marketing stories don’t move the audience to make buying decisions. Here are three science-backed ways to make your marketing stories more engaging, memorable, and persuasive.

Your audience is looking at your content to inform their buying decisions. But how will they remember your message if it looks the same as most other content they see?

An effective marketing message should do more than make a good first impression. To influence buying decisions, your message needs to make a lasting impression. The most effective marketing message connects to your buyer’s situation and their motivations within that situation.

Your buyers interact with your marketing in one moment, but they make the decision to buy in the future. That means the messages and assets you create must stick in your buyer’s mind long enough to influence their purchase decision. Unfortunately, most marketers don’t believe their content is memorable or actionable.