Understand Your Buyer > How People Work > The Recency Effect

What is it?

The Recency Effect addresses the fact that we are more likely to recall the first and last thing we see and hear – what happens in the middle is recalled less.

Why does it work?

The human brain can only process so much information and it does so sequentially. At the start and the end of anything our attention span naturally peaks so this is the best time to make the most salient points in your sales messaging.

How can you use it?

To drive home key points in emails and presentations you can back load your key content or repeat the key content at the end to ensure it’s more likely to be recalled.

Ending an email or a presentation with a line which sums up your point will maximise the chances of The Recency Effect.

Example: You’re sending a proposal email to a potential client.

Instead of just ending with:

“Let me know if you have any questions.”

You end with:

“To recap: This strategy will help you attract better leads, close more confidently, and finally grow on your terms. If that sounds good, let’s get started.”

Why it works:

That last sentence sums up the key benefits in a way that sticks in the reader’s mind. Even if they skimmed the middle, they’ll leave with your message in focus.

See also

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Name: The Recency Effect
Uploaded: 2017-10-08T23:26:08+01:00
Channel: James
Description: https://www.youtube.com/watch?v=8OMy6OnUcP0 Understand Your Buyer > How People Work > The Recency Effect What is it? The Recency Effect addresses the fact that we are more likely to recall the first and last thing we see and hear - what happens in the middle is recalled less. Why does it work? The human brain

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