Think about what you sell in terms of how it eases or prevents pain for your client.
Lemonade Stand Selling: Accelerate Your Small Business GrowthHatred does not help us alleviate our pain even in the slightest.
Love Your Enemies: How to Break the Anger Habit & Be a Whole Lot HappierThe memory of the pain did not destroy the reality of the pleasure; grief did not obliterate joy.
Maps in a Mirror: The Short Fiction of Orson Scott Card