In marketing, knowing your prospect's needs, wants, challenges and problems are important keys to selling them. However, you can leave your competitors in the dust by supercharging your marketing with an understanding of what your prospect is experiencing or thinking at the time they are presented with your marketing message. Your road into your prospect's mind is something called the Reticular Activating System. Tap into it and you'll start communicating with your prospects on a completely different level - one that will change the way you create your marketing messages.