Salient Attributes

Definition

The characteristics of a product that stick in people's minds, apparently more important than the characteristics that actually matter.

Example Usage

Our brand's most salient attributes are 'premium' and 'innovative,' which our customers apparently associate with paying 40% more.

Origin

Psychology and marketing term; 'salient' means 'most noticeable or important.'

Fun Fact

Consumers remember 5-9 attributes about a brand, but only 2-3 are usually salient enough to influence purchase decisions.

Source: Consumer Psychology and Branding Standards

Related Terms

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marketing funnel

A visualization of the customer journey from awareness to purchase, shaped like a funnel to represent how most prospects leak out at every stage. It's a diagram that makes your conversion problems look geometric and therefore somehow more acceptable.

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Lifetime value (LTV)

The total profit you'll extract from a customer over their entire relationship with you—basically the only metric that actually matters, yet everyone focuses on acquisition instead.

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capture

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Cost Per Click (CPC)

The amount you pay each time someone clicks your ad, a fee structure designed to reward quantity over quality.

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unique selling proposition

The distinct benefit or feature that sets a product apart from competitors, ideally something compelling and defensible. It's your answer to 'why should I buy from you instead of the other guys,' assuming you have a good answer.

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