I make cold calls. I’m not very good at them. Sometimes, though, one of my calls goes really well.

Why? Because I make an emotional connection with the person on the other end of the line.

If you’re wondering how I make that emotional connection, it’s by putting myself in their shoes, by seeing the world from their perspective.

There’s a really important marketing lesson here: if you want your marketing to be effective, it can’t be about you and your business, it has to be about your customers and their problems.