When I'm writing sales copy, I really sit down and close my eyes and imagine myself living out the day of the person that I'm writing to. And if you can put yourself in their place and you live out a little bit of their life, then you're going to speak to them in their language. So I talk about, I think about that person, everything I can possibly find out about them,. I want to know what keeps them awake at night, what their fears, their frustrations, their anxieties are. People do get a little weirded out by this; they're like, man, that's a lot of negative. Are you selling with a negative? Well,