There is a gap between where they are versus where they want to be. We call this pain. Pain is the reason people buy. Interest, or curiosity, often motivates a prospect to explore what you have to offer but does not in itself motivate buying behavior.

What are reasons for buying?

What is the key reason that prospects become customers?

There are two basic reasons why people purchase anything: to increase pleasure (e.g. glowing health, freedom, popularity) or decrease pain (e.g. stress, financial problems, poor health).