I just read a great article from Kevin Nunley, one of my marketing gurus. See below for the article and subscribe to his e-newsletter for some good information at DrNunley.com.

Explore The Hunger

by Kevin Nunley
http://DrNunley.com

You've heard the advice sell the sizzle not the steak?  Kent
Schrader says to take it a step further.

"Don't sell the steak.  Don't even sell the sizzle.  Explore
the HUNGER! " Kent says. Find where the customer is
hurting and solve that hurt.

Kent illustrates it like this: "If someone calls me at 3:00 in
the morning to tell me that because I am such a good friend,
they are giving me FOUR new tires, and they are letting me
know the tires are now in my driveway, I'd probably say
'thanks' but then I'd be thinking, 'why the heck did he call
at 3:00 am' before drifting back to sleep."

"On the other hand, if the same friend called me to say he
just drove by and saw someone taking ONE of the tires off
my car, I'd probably thank him profusely, leap out of bed,
and run to the window before calling the police."

Most folks are motivated a lot more by a pressing problem
or fear of loss than by the chance for gain.  Make your
marketing explore the customer's frustration and pain.
Have your product or service be the cure.