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Imagine this…

You’re cruising down the highway, lost in thought, jamming to Taylor Swift when you spot a sleek car brand you’ve never seen before.

It’s not a brand you see every day, but now it seems to be poppin’ up everywhere.

You catch it in the mall parking lot, plastered on billboards, and even stealing the spotlight in the latest car commercials.

You wonder, “Why am I seeing it everywhere all of a sudden?”

In today’s edition of Why We Buy 🧠 we’ll explore Baader-Meinhof phenomenon—why we notice something more after recently becoming aware of it.

Let’s get into it.
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🧠 The Psychology of Baader-Meinhof phenomenon

Did you know the human brain is *always* on the lookout for patterns and connections in the world around us?

In 1994, Terry Mullen wrote a letter to the St. Paul Pioneer Press, where he observed after mentioning the name of a German terrorist group, he started encountering it more and more.

In 2005, Stanford linguistics professor Arnold Zwicky wrote about this phenomenon on his blog, naming it the ‘frequency illusion.’

But how can you leverage the Baader-Meinhof phenomenon to generate a buzz around your business?

Well… once potential customers become aware of your brand, they are more likely to notice it repeatedly.

If they keep encountering your brand in their timelines, inboxes, and newsfeeds, they are more likely to perceive it as gaining popularity and building trust.

And that, my friend, leads to MORE sales.

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🤑 How To Apply This

Alright, so how can you apply this right now to sell more?
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E-commerce​
Consider your presence at each stage of the customer journey

Remember, out of sight, out of mind!

For a masterclass in this, just look at Amazon.

This retail giant, valued at a whopping $1.46 trillion, swears by the power of frequency.

Ever noticed how Amazon products keep popping up as you scroll?

That’s them leveraging the Baader-Meinhof Phenomenon.

The more you see something, the more it catches your eye. And the more often we notice something the more we come to like and trust it, which makes us more likely to buy. It’s as simple as that.

Media​
Make ‘awareness’ your marketing plan

Picture those wild Black Friday scenes…

Now swap the TVs for energy drinks in your local store. That’s exactly what unfolded with PRIME.

This powerhouse brand notched up a cool $250 million in retail sales in its debut year alone (making KSI and Logan Paul worth $8-10 billion *yikes*).

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And their strategy was genius in its simplicity:

APPEAR. TO. BE. EVERYWHERE.

By flooding the market with their energy drinks, they created a buzz that translated into record-breaking sales.

PRIME became an overnight sensation in a highly competitive market.

Psssst: You don’t need to have 40 million YouTube followers like Logan Paul and KSI to hack awareness.

You can find crafty ways to get fans and happy customers promoting your brand.

For example, we launched ​Wallet-Opening Words​ on January 22nd. 663 smart people have scooped it up already and many of those people posted pics of them reading it on social media like this…

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How did we get people sharing? We incentivized them by offering a free bonus in exchange for a mention. Smart, huh?

Every market is competitive.

If you can’t outspend your competitors then you’ve gotta find ways to outsmart them.
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Entertainment​
Showcase your favorite products *often*

Mickey Mouse made his debut in 1928 (yep nearly 100 years ago).

Yet the clever folks over at Disney feature him (and a swath of other cherished characters over and over again).

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The reason? It’s all about connection.

Fans see Mickey and instantly think of Disneyland. It’s a classic example of brand association.

Take a leaf out of Disney’s book: understand what your audience connects with your brand and use that to your advantage.

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💥 The Short of It

It’s crucial for customers to know exactly what you’re offering.

Awareness is the first step. Then, it’s up to you to keep your product or service front and center in their minds. The more we see something, the more we come to like it. Eventually, that preference leads to sales.

Remember, effective marketing thrives on smart repetition.

Until next time, happy selling!