Today, marketers and copywriters must probe more deeply to peel back the hardened layers that prospective customers add over time to their persona. For example: You’re selling a drill. Is it to drill a hole ... or build an awning? But is the reason deeper? Is the awning going to be a place where a child can sit in the shade when it’s sunny, and under protection when it’s rainy? Perhaps the reason to buy a drill is even deeper: The child is disabled, confined to a wheelchair, and the only time she can breathe fresh air is while sitting outside. Under the safety of an awning.