Keep in mind the 2 main motives for action: the desire to avoid pain and the desire to gain pleasure. Most experts agree that avoiding pain is the stronger motivator of the two. But you'd be well advised to use the pain angle sparingly. The reason? You want to remind prospects of their pain briefly… in order to present your ultimate solution. Dwell too long on the negatives and you'll drive prospects away. They'll flee to avoid the pain and negative feelings you've just activated. A better alternative is to acknowledge the problem or symptom and then unleash the cure. Offer hope and help that has already proven effective and you'll gain an interested, attentive and responsive audience.