There’s a popular adage in content creation called the T3 principle: Tell them what you’re going to tell them, then tell them, then tell them what you told them.

According to this approach, you would “close” important concepts and provide decisive knowledge twice: once at the beginning of a presentation and again at the end.

Is this amount of closure sufficient? Or does the brain need more?

Dr. Carmen Simon, cognitive neuroscientist and Chief Science Officer at Corporate Visions and B2B DecisionLabs, led this neuroscience study to find out. Get this research brief for answers to questions like:

• What happens in your buyer’s brain when you offer cognitive closure and when you don’t?
• Is the T3 approach an effective method to use in your virtual sales presentations?
• How much closure is necessary to positively impact attention, memory, and motivation to act?