Scent Memory
A lot of people have been telling me lately that they remember hearing or reading somewhere “that our sense of smell is the easiest of our senses to recall.” This is most likely due to the new TV ad for Red Zone deodorant that begins with the words, “Scent is the strongest sense tied to memory.” Funny, isn't it? No one remembersseeing the TV ad but they all remember what it says?
Although it's true that smell can trigger a memory, can your memory trigger a smell? Think before you answer.
The idea that memories of smell are more easily recalled than other memories is a modern myth, an urban legend. Here are the facts of the matter:
- Smell is unique because the nerve cells of the nose connect directly to cells of the cerebral cortex. These 'smell signals' are sent to the limbic system, which has considerable influence on stress, excitement, the hormonal system and sexuality. This is why a smell can so easily trigger an atmosphere or mood. Perfume? Animal pheromones? Incense during religious rites?
- Our other senses send their signals to auxiliary parts of the brain for processing before being forwarded to the cerebral cortex. This means that while their messages may be less 'powerful' than smell, they're also more specific.
- Smell, like sight and taste and touch, is a language of the mind. But we humans are biologically gifted to attach complex meanings to sounds. We call these sounds “words” and we've created a series of symbols – written language – to make the sounds more permanent.
Smell is a powerful but primitive language and humans are certainly affected by it. But if you will change the world around you, you must learn to unleash the pent-up power of your words. Are you ready to improve your speaking and writing skills? You'll be amazed at the difference it will make in your life.
Your personal language patterns are strongly influenced by the language patterns you feed your mind. Inarticulate persons are dull only because they feed their minds a steady diet of literary junk food; newspapers, magazines, reality shows and action novels. This is why your diet must include the reading of great literature, time-tested stuff that rocked the world, because as you read, so will you speak and write.
Here are my recommendations:
- For all-around craft, it's tough to beat John Steinbeck. I suggest you begin with his Travels With Charley. It's a short, plotless diary written by Steinbeck near the end of his life, a perfect example of how a master wordsmith can make even the boring interesting.
- For colorful combinations and reckless abandon, read anything by Tom Robbins. All his novels are twisted and plotless, but none more so than Another Roadside Attraction. I guarantee you'll be a more interesting public speaker when you're done. (I suggest these 'plotless' books only because a strong narrative arc can distract you and keep you from noticing magical combinations of words.)
- For ad writing, read The Poetry of Robert Frost. Few have ever said so much in so few syllables. With the echo of his language in your mind, you'll find yourself able to say more in fewer words as well.
- If you can afford it, attend the Magical Worlds Communications Workshop or Chris Maddock's Advanced Wordsmithing at Wizard Academy. Join the ranks of the Cognoscenti.
Will we be seeing you at thenew campus celebration on October 2nd? Those who attend this historic event will sign the Founders' Document and become “honorary graduates of the Academy,” receiving all the benefits associated with that status (including a fifty percent discount on all tuitions.)
Roy H. Williams
PS – A WORD TO SALESPEOPLE: Bard Press, publisher of the Wizard of Ads trilogy, has just released a new book on selling by Jeffrey Gitomer. Ray Bard is really excited about it. I haven't yet read The Little Red Book of Selling, but my buddy Ray is not an easily excited man. I'm betting the book is worth every penny of Amazon's discounted price of just $13.97…