As amazing as our eyes are, we all have a scotoma—or blind spot— where there are no photoreceptors in one small section of the retina. Because there are no cells to detect light on the optic disc in this area, the corresponding part of the field of vision is invisible.

The good news, however, is that our brains know how to compensate for this gap in our field of vision by “filling in” the missing information.

When it comes to marketing, however, we tend to have a blind spot, too—one that our brains are not so good at compensating for. And, in this case, it’s one that gets worse the more we know.

In this week’s blog, I’ll uncover two psychological phenomena—and how you can use them to your advantage to bridge the gap between what you know and where your customers really are.

Please be sure to leave a comment below, and let me know if you’ve used either of these principles in the past, or how you’re planning to implement them in your business!