Have you ever wanted to know what it takes to get inside the mind of your customers? Have you ever unlocked the benefit chain? It's the secret code that?s only revealed by asking the right questions. It's how Totino's Pizza Rolls and Ray Ban sunglasses become freedom loving brands.Dr. Sharon Livingston has personally interviewed 65,000 (yes, that's a real number) customers about their emotional response to advertising, and her client list reads like a list of the Fortune 500. She's the woman billion dollar companies bring in to find out what's deep inside their prospects' head, sometimes before the product or service exists.In this episode Sharon reveals her strategy for marketing to the emotional benefit, instead of the features and benefits. If you're in sales, and of course we all all, listen now to discover how to get inside your customer's head and extract their deepest emotional desires.Reading Now: The Crown of Embers | by Rae Carson The Discovery of Witches | by Deborah Harkness Favorite Business Book: Dark Universe | by Daniel F. Galouye  Mindset Principle:Being grounded with flexibility  Favorite Quote:“I AM” - Unknown  Connect with today’s guest:Certified Coach Alliance - Visit Sharon’s website to learn more about coaching certification. Get Lost, Girlfriend! - Check out Sharon’s most recent book. See acast.com/privacy for privacy and opt-out information.