It can be hard to find people talking about what you should do BEFORE you start writing copy.
But that’s often the most important part. You need to get to know your customer and what they
desire. Along with HOW to talk to them. So I periodically hammer Michel with these kinds of
> Question: “How do you get inside the head of the prospect?”
> And I’ll try and make it more specific by saying, what’s a quick
> overview of your methodology for discovering the conversation
> in the prospect’s mind?