People buy product or service because they have a problem currently causing them pain, and they want a solution that will bring about a desired result. And for the nearly all people, pain is a greater motivator than pleasure (benefits).

Correct examples:

1. Remind them what it is like living with that pain or the problem, and that it can be solved.
2. Remind them how embarrassing it is to have that pain or problem, and that it can be solved.
3. Remind them about the future insecurity and consequences of not dealing with this pain or problem right now.
4. Expose the un-confrontable issue most people have about this pain or problem.