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Thinking about the customer is absolutely essential, and imagining being in a room with them trying to sell your product or service to them, is a great exercise. The customer should always be at the heart of what you do, as Admagic points out. It's also important not to forget (as those in the business of selling frequently do), that you yourself are a customer. Think of the things you've bought recently. Ask yourself why you chose one brand over another. Look at all the things you own that you don't really need: what compelled you to buy them? Think about all the ads you've responded to positively over the years and ask yourself what it was about them that generated that positive response. You'll find that you're a great source of market research material.
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