It’s hard to remember everything we need to. We forget names, dates, numbers, where we left our glasses, even what we were thinking a few minutes before. It’s embarrassing, a nuisance and sometimes frightening – but not unnatural.

Our brains just aren’t built to remember disparate words and numbers, and there’s really no such thing as a photographic memory. This according to Joshua Foer who wrote Moonwalking With Einstein which chronicles his training to be a mental athlete and competitor in the USA Memory Championship.

Events include memorizing 99 names, a shuffled deck of cards, a poem and a list of 500 words. We can learn a lot from the mnemonic techniques employed.

One of the most effective memory-enhancing methods involves the use of stories to create what are known as memory palaces. A memory palace is simply a setting for a story and its details, and the best stories usually involve celebrities or famous characters doing silly things with unrelated objects.

As we all know from experience, a great story is simply more memorable.

Make sure your marketing includes all your most important stories – who you are, who your customers are, and how you help them solve problems. Build a memory palace for your prospects, and make it inviting, interesting – and unforgettable.

Watch below as Foer discusses his book with Stephen Colbert of The Colbert Report.

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