“For your message to stand out from the crowd and really win customers, you must go deeper. Much deeper. You need to uncover your customer’s deepest and most primal desires. You must delve into their fears, hopes, wishes, and dreams. This is the stuff they’re thinking but don’t tell anyone. You need to move beyond the obvious and work out how your audience thinks, feels, and acts. As Robert Collier said… ‘‘Enter the conversation already taking place in the customer’s mind’’.”