All great marketing begins. All great marketing begins in the minds of your prospects; and because that’s not the most sexy or the most exciting, many entrepreneurs and unfortunately many marketers, kind of skip over the most important step. What is going on inside the mind of your prospects? You see, if you don’t know that you can never really have a blockbuster marketing campaign because you have enter in the conversation that’s already going on in your prospect’s head. You have to enter into that conversation and then you have to show how your product bridges the gap from where they are now to where they want to be. Now that’s impossible to do if you don’t know what’s going on inside the mind’s of your prospects. That’s why in all my programs I’ve always created quite a bit of information for my clients to go out and figure out where their prospect’s minds are and figure out what’s currently their frustrations, their beliefs, their desires, their wishes, their dreams, etc. You need to know that. You know, Dan Kennedy several years back took his clients through an exercise. He had them on the first page describe their favorite TV character. So let’s for example it was Seinfeld and you were describing George Costanza. Odds are is that if you’re a Seinfeld watcher, you could write a full page about George Costanza; about him being a loser; about him living with his parents; about him being sensitive about balding and short; about etc., right, all the crazy antics that he did. Now, what Dan Kennedy did after that was he had people turnover their page and now write about their prospect. The sad fact is that most people couldn’t even write a fraction of what they could write about their favorite TV character. And if that would happen to you, you really have to ask yourself where are your priorities? If you can describe a TV character better than the people that keep you in business and that are the biggest determinant of your success, then you’ve got to shift your priorities. You see, I could tell you a lot of advanced marketing tactics but it won’t matter if you don’t know what’s currently going on in the mind of your prospects. You see, I’ve been known to be able to sell things or create demand for things where there was no demand. And I’m quite effective at that actually. When I sold the Business Growth System, nobody was looking for business information. When I released our course on Theory of Constraints, nobody was looking for Theory of Constraints information. But I was able to do that first and foremost because I was able to meet my prospects with what was currently going on in their mind and I could show them that what I had to offer could take them to where they want to go. So what about you? What is it that is currently going on in the minds of your prospect? And once you know that, how can you show them that what you offer is the best way to get from where they are now to where they want to go. Alright, I’ll see you tomorrow on the drive to the office and you have to stay tuned for next week. Next week I have a really special treat for you. I’m actually heading to Nicaragua. I’m going to be spending the week at Michael Masterson’s house with my family. But I still plan on doing these daily videos. I’ll be doing them from the cliff overlooking the ocean. Hopefully I’ll be able to upload them. I’ll see you tomorrow on the drive to the office. To higher profits and beyond, Schefren over and out.