What turns on your prospects and customers?

Dale Carnegie said it best.
“Personally I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So when I went fishing, I didn’t think about what I wanted. I thought about what they wanted. I didn’t bait the hook with strawberries and cream. Rather, I dangled a worm or grasshopper in front of the fish and said: ‘Wouldn’t you like to have that?’
Why not use the same common sense when fishing for people?”
What are you offering that will persuade someone to come to you?