They are Armed robbers... They point a gun at the cashier ,and take the money they want. Out of 100 cashiers , 99 will pay.
Obviously , because they are pointing a gun to his face. They wouldn't get the money if they made him a nice offer.
My point is , people are more responsive to fear and pain than benefits.
For example , if you are selling a fat loss product , people will be more responsive if you mentioned the health risks of obesity and how you can solve this problem. More than mentioning benefits of being lean.
And that's true..Obese people will not get out of the couch until they develop health conditions. They will accept any price ,diet or exercise to save their lives. They didn't care about looking good for years..
And I'd go more and say you should make the pain and fear vivid. If the robber put the gun in his pocket and told the cashier "I have a gun" . The cashier won't respond..until he sees it.
I am just thinking out loud. I see all marketers emphasize on benefits and ignoring pain and fear factor.
Sorry about using a violent example . But there is no other example that would make my point.