Are you addressing someone’s pain or providing pleasure? If you are a lawyer, you are addressing problems (and with problems comes pain). If you own a spa, you are proving pleasure. If you are addressing pain, empathize. Get in touch with what that pain is about and show you understand by describing it. This will let your customer know you get them, and if you get them, you may be able to help them.  If you are in the business of increasing pleasure, fantasize.  Describe the pleasure they can expect to experience in as vivid a way as possible, letting them get a taste of what’s in store.  
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