Sell them a "solution" not prevention.
When was the last time you went and see a doctor?
I bet it was when you were feeling a bit unwell or sick at that time, wasn't it?
Have you ever been to see a doctor just because you wanted some advise on how to PREVENT a disease rather than asking for a cure?Maybe but most likely, NO.
The same rule applies here in advertising.
Sell your prospects the "cure" for their problem and they'll get hooked to it.
Of course they say that prevention is better than cure, but that's just human nature.
We only find help once an event has happened to us.May it be financial, personal or business related problems.
So when you're writing up an advert, tell them that your product have the solution to their problem...and i guarantee that they'll come to you..best of luck.
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