They'll say things like:
"Shouldn't we focus on the positive? Won't we turn off people by going negative? Won't that associate us with the pain?"
These are valid questions. Here's what I have to say about it:
Most buyer motivation I've seen involves a problem, or the lack of something. If people are already happy and content with every aspect of their life they aren't motivated to buy.
If you don't address the lack, the frustration, the PROBLEM that they are facing, how are they possibly going to see your product/service as the solution?
One of my favorite headlines was only two words:
In just two words, they called out the target audience and connected with them at the point of the problem. Efficient and elegant.
I doubt I can improve on that, but let's try. Suppose the headline focused on the positive instead.
I'd imagine the headline as something like, "Our foot cream will make your life better!"
There's no real point of connection. The struggling, corn-inflicted target audience isn't sure if it's for them or not. And other people without corns might wind up wasting their time reading it. We've given up on the targeting, and probably won't make the sale.
To sum up:
People won't see your product/service as a solution unless you address their problem. And many times it takes more than just addressing the problem; it can also take vivid descriptions.