People won’t spend a nickel or invest time to prevent anything but once something breaks, they’ll spend everything they have and focus completely on fixing it. Your best prospects will always be experiencing some level of trauma. A high level would be a health problem. A low level of trauma might be needing an oil change in the car before a long trip. There’s an interruption in the smooth flow of their life, and they want it corrected.  Fast, easily and at a bargain if possible.