Looking for a hook? Consider the types of quiet desperation that your clients deal with.
Selling food? Most people eat mediocre food and want to have something wonderful and fulfilling.
Selling service? Most people are accustomed to poor uninterested service. Offer exceptional, world class service.
A thought pulled from this interview: http://www.michelfortin.com/john-carlton-and-michel-fortin-interview/