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Imagine this…
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You're walking out of the mall on a Thursday evening, shopping bags in hand, trying to remember where the heck you parked.
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It’s already pitch black outside, with the overhead lights casting ominous shadows between the rows of cars.
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Suddenly, your brain replays the only story from last week’s news that stuck out to you.
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​There have been three separate muggings across town this month.​
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You picture the security camera footage: the figure approaching the unsuspecting woman from behind, her purse hitting the pavement, and the reporter standing in a parking lot that looked exactly like this one.
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Your heart speeds up and you grip your keys tighter, threading them between your fingers like makeshift brass knuckles.
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You hear footsteps behind you and break out into a sweat.

“I can’t believe I’m about to get mugged right now,” you think as you start speed walking down the aisle, miraculously locating your car.
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But before you hop in, you quickly look over your shoulder to see your would-be attacker…
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And realize the “attacker” is a little girl and her mom.
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Here's what your brain *didn’t* latch onto in the news report: local crime rates are actually at an all-time low.
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​Why did you feel certain that you were about to be mugged when local crime rates are lower than ever?
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​In today’s edition of Why We Buy 🧠 we’ll explore Salience Bias—why we focus on what stands out.
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​Let’s get into it.

🧠 The Psychology of Salience Bias

Salience Bias is your brain's tendency to focus on things that are more noticeable—whether they’re visually distinct or emotionally vivid—while essentially filtering out everything else.
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In a classic study, researchers had participants watch a conversation between two people.
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But depending on where they sat, usually only one speaker’s face was visible.​
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Participants rated the person whose face was more visible to them as more responsible for guiding the conversation.
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Not because that person actually was more influential, but because what stands out feels more important.

Your brain is lazy wired to conserve effort.
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So when something demands your attention—like bright colors, emotional stories, or dramatic imagery—your brain automatically tags it as important and locks onto it.
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And because negative information signals a potential threat, your brain gives it even more weight.
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That’s why, in a world where buyers drown in options, creatively cutting through the noise is more than “marketing.”
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It’s survival.

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🤑 How To Apply This

Alright, so how can you apply this right now to sell more?
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SaaS​
​Make your scroll-stopping stats pop
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​Slack’s “About” page, arguably the most-read page of a website after the “Home” page, doesn’t bury you in a long, self-indulging story or bombard you with “unique features.”
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They lead with three salient stats enlarged to pop off the page:

Not only do these stats provide social proof, but they also burn into your brain.
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You probably won’t remember Slack’s mission statement or that they “help businesses of all sizes grow.” But you’ll remember the important detail that 77 of the Fortune 100 companies use Slack because it’s big, bold, and impossible to ignore.
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Consumer goods​
​Turn a “meh” product into a “must-have” with bold design
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​When your brain scans the beverage aisle, it’s expecting water in clear plastic bottles or some other subdued packaging.
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So Liquid Death put their water in colorful cans that look suspiciously similar to beer cans, complete with a skull logo and “the dumbest name possible.”

Turns out, bottling up H2O in packaging that practically yells at your brain to look at it and deem it important is, well, important.
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Liquid Death's valuation is $1.4B.

Ads​
​Lead with emotionally charged stories, not boring stats
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​The CDC's "Tips From Former Smokers" campaign doesn't just show you strong statistics about the dangers related to smoking.
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They show you Terrie H., a former smoker in a hospital bed with her stoma exposed (the hole in her throat where she breathes) and a bandana wrapped around her head. She's sharing her regrets about smoking through an artificial voice box because her larynx was removed due to smoking-related cancer.
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Then they tell you that she passed just two days later, at the age of 53.

The graphic, emotionally striking video cuts through every other boring health message you’ve seen (and forgotten).
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From 2012–2018, this public health campaign drove an estimated 16.4 million quit attempts among U.S. adults.

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💥 The Short of It

Your customers' brains are filtering machines, built to ignore most of what they see for the sake of efficiency.
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So if your product, message, or brand blends into the background, it doesn't matter how good it is. Nobody's buying what they don't notice.
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That’s why carefully crafting campaigns and products to stand out isn't vanity.
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It's a smart strategy.
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​​Until next time, happy selling!

With ❤️ from Katelyn and Jordyn​

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