Pain or Pleasure

There's only 2 reasons people will part with their money.

1. Pain. "My car's transmission is shot. I need to fix it, or replace my car."
2. Pleasure. "I really want to see my grandchildren next week. Take the car in for a tune-up so I will be able to drive without any hassles."

Apply this to your business and you'll see there are just two angles to your marketing approach.

And notice that both of these are from the buyers perspective, not yours.