The #1 vastly underrated part of Influence. Great influence means this.

Live inside of your customer’s head. We don’t spend enough time being closer to our customer. We spend too much time inside our own heads and not nearly enough time inside our prospect’s head. We need to know our prospect’s fears, dreams, anxieties, worries, wins, losses, motivations, what they want now, what they’re most struggling with today. We need to know these things so that we can address them in our copy and marketing. We need to know what they’re thinking so we can address their objections before they even come up. This is…