This is an excerpt from my book: Attention Avalanche: 3 Steps to endlessly create meaningful content to attract, engage and convert more customers​We remember unexpected things more so than the everyday and what breaks the normality. This is called Von Restorff effect[1] (or the Isolation effect), where the thing that breaks our day to day expectancy is more memorable. Below is a thought experiment with a series of names, please say them out loud and the try to remember which one you remember the easiest:Aaron, Adrian, Adam, Anthony, Alex, Arthur, Antonio, Xavier, Andrew, Austin, Alan and Alec.The name that you remember the easiest is Xavier, because that name sticks out from the crowd and breaks the pattern. When your content breaks your viewer's pattern, or what they may come to expect as normal, then it is more likely to pique their attention and interest. Ask yourself of your content: what is the one thing you want me to remember? The more outlandish you word your content (using clickbait strategies, yet deliver on the promise), the more unusual the topic or the stranger the images, then the more attention it can get and more memorable it can become.Question of the day: how are you using the isolation effect in your content?