Problem… agitate… solve…
It’s a tried and true technique I first learned about from Dan Kennedy many years ago. The idea is to bring up the problem/pain. They agitate the daylights out of it. Think about this as picking a scab then pouring a bunch of salt into it.
It’s simple taking the problem/pain and talking about how it’s even worse than they thought. Then, you reveal your solution. Which is the answer to the problem/pain.
If you do a great job of getting them to see the problem and feel the pain, they will really want the solution and want it right now. The stronger and more obvious you make the problem/pain, the more their desire goes up.