Help me avoid things I hate!
Most companies pitch their product on some hope that you'll be interested in how they can save you time and money.
It's boring, generic, and easy to ignore.
We're not motivated by the promise of gain.
We're motivated by the fear of loss.
So when you show me a better way of doing something I hate, I come to the realization that I'm wasting my time when I don't need to be.
That's very compelling.
I share an example in the video of a paperless solution.
And to use the annoying, time wasting aspect of paper-based ways to persuade potential buyers.