Where is the pain in your customers mind? What problem do they desperately need solved? Are they interested in your product or service or are they rightfully a little more selfish than this? If you sell drills, does your customer care about your drill or the hole that the drill can produce?
Many brands sell the product not the outcome. Many customers do not care at all about the product but what problem can be solved because of the product (or service).
So it’s the hole not the drill, it’s the weight loss, not the diet. It’s the pain not the medicine.