Have you ever sat in a seminar where the speaker drones on for an hour or so?

And do you remember the exact moment you dozzzzzzzzzzzzzzed off? Well, what you were running into wasn’t a boring speaker. The speaker could be amazingly entertaining, but you’d still be nodding off. Why? Because it’s a factor of consumption.

Your brain can’t handle too many facts at a time 

It needs to take a break from time to time. Just so that things can settle in a bit. So if you look at presentations.
Or chapters of books.
Or paragraphs in your sales copy.
Or breaks at workshops.

The concept stays the same. Your brain needs to take a break. Then it needs to move on to consume what it’s just seen/learned.

So how do you increase that consumption?

You increase the consumption by first instituting the break, then allowing the customer to chew on what they’ve just consumed.

In a book, you can do this by putting in a little exercise at the end of the chapter.
In your sales copy, you can do this by putting a summary of facts at the end of the copy.
In a presentation, you can have a question and answer session.
In a workshop, you can have a break out session where clients apply the lessons–and then come back to discuss the issues all over again.

You may think it’s great to give out the information…

But the giving of the information is only part of the issue. The next really important stage is the factor of consumption. If you really want your customer to consume, factor in a break. Factor in a discussion. Or a summary.

It’s the smartest way to get the customer to learn–and move ahead.