First of all, the pedigrees have to appeal to me. I like to have cattle that have been proven out over time in the pedigrees.
Next I look at production ratios. Her and her mother and grandmother. Is that heifer out of a top producing cow or a bottom ender? A lot of purebred breeders don't sell their top end heifers in theri annual production sale. How many calves has her mother had? her grandmother and her great grandmother. I don't like to see two generations back to back with 2 or 3 calves and then gone. I ask the breeder then why if there is one of further interest. Some of the best cows I have bought over the years weren't the best looking cows the day of the sale, but the ones that stayed around 10 plus years were the ones out of older cows that had good production ratios.
Same thing for the bull. I like for him to have daughters in production and its nice to see them in person. How many herds has he been used in. The more the better. He needs to have some ultrasound ifnormation behind him too. I like to see the REA/cwt figures. EPDs don't consider it.
Then the heifer herself needs to be an easy fleshing heifer. She needs to be sound on her feet and legs too. Then I rate for phenotype, ie. thickness, balance, femininity, length, depth etc. and then I may let the epds make the final choices for me.
I am not too afraid of them if the bw epds are 4 to 5, over 5 is questionale and over 6 not at all. l prefer them under 3.5. If they are too high, it limits my options on what I can breed them too. When looking at bw epds, many breeders are able to do the math and aren't producing many 6.0 plus epd heifers. Be carefull of the low bw sire and high bw dam and granddam. BW quite often follows the maternal side and even the moderte bw epd heifer out of such a mating could be trouble.
Hope this makes sense. Just my .02 worth.